James discusses the importance and impact that aesthetics and branding can have on your game.

1. Game Aesthetics and
Branding
James Pearmain
@artjimp

2. Why are Aesthetics so important
Visuals provide the main connection between the
game and player.
Design impacts how users perceive information, learn,
and assign value to a product - people perceive
attractive things as more useable.
Bring the game to life – make it relatable and
immersive

3. The Illusion of a game
When designing a game we are creating an illusion.
Players must believe the game is “real” and get caught
up in its world to enjoy it.
If the illusion is broken the player will lose interest.

4. The Illusion of a game
One effective method is to tie in the aesthetic with the
gameplay
Example: Pursuit of Hat

5. The Illusion of a game
Example: Sushi Cat

6. The Illusion of a game
Example: Sushi Cat

7. Think about your favourite games
Most of them will have strong characters
and a clear visual direction.

8. Why are characters so effective?
• Encourages the player to relate with the game.
• “A game can be more fun when you get the chance to act and be
like your ideal self. The attraction to playing videogames and what
makes them fun is that it gives people the chance to think about a
role they would ideally like to take and then get a chance to play that
role.” - Dr. Przybylski.
• Catharsis – Emotionally involves the player.

9. Why are characters so effective?
• Would Angry Birds or Cut The Rope be as popular
without its characters?
• Anthropomorphism and personification.

10. Over 100 Mario games?!
• Strong, recognizable character.
• Why use a new character when an
existing one is already popular and has a
strong fanbase?
• Building on the foundations of the Mario
brand – Yoshi, Donkey Kong spinoffs etc

11. Sequelitis
• People are more likely to play a game with
characters they recognize than something new.
• Sequels are a great way to guarantee a certain level
of success…
• …but they can crush creativity and are less
enjoyable to make.

12. Building on previous success
• Conflict: You want to build on the success of your
previous games - but also make something totally
new and different.
• Reuse and build upon characters.
• Evolve ideas.
• Make a totally different game but use the same
game world and brand it as a sequel or spinoff.

13. Example: Jmtb02’s Blue Elephant

14. Other examples…
• Bubble Tanks > Bubble Tanks TD
• SFBros Another day cartoons + games

15. Art for your games
• You don’t need stunning art for your
games, just a clear visual direction.
• Players will accept simple art as long as it
makes sense in the context of the game.

16. Examples

17. Using aesthetics to give meaning,
explanation and incentive.
• Appearance should reflect function.
• Progress should be seen
• Gameplay elements should be easy to tell apart.

18. Reward players with visual feedback
• Players will associate certain actions with positive
feedback and be inclined to keep playing.

19. Gold Stars
• Reward players for every positive action.
• The size of the reward should reflect the difficulty of the task
achieved.
• Don’t spoil your audience – too much reward will confuse
players and reduce the sense of achievement and
satisfaction.

20. Variation is key
• Visual variety will keep players from becoming
bored.
• If both gameplay and visuals are repetitive
eventually the illusion is broken.
• Different level themes, time of day, seasons, other
purely aesthetic changes will improve the attention
span of a player.

21. Thanks for listening!
Any Questions?
@artjimp – jimp.uk@gmail.com -www.artjimp.com