THE ART OF GRAPHIC DESIGN FROM THE PERSPECTIVE OF GAME CULTURE BRANDING

Abstract

The article is devoted to the role, place and features of graphic design in the perspective of the video game industry. In our research, we explained that in the context of gaming culture, graphic design has many areas of specialization: interfaces, illustrations, character creation and visualization of the game world, etc. Purpose. In our scientific research, we tried to present the specifics of the role of graphic designers in the gaming industry and their influence on the formation of the image of game culture. Methodology. In our scientific research, the following methods of analysis were applied: complex analysis, demarcation, comparison and generalization, which significantly helped in the process of explicating the fundamental definitions of the research topic of the place and role of graphic design in video game culture. Results. The authors of the study emphasized that the importance of graphic design in the creative process of creating video games cannot be overestimated. The authors of the study tried to analyze the multifaceted contribution of graphic design to the gameplay, and to emphasize its impact on the player’s immersion in the game process, improving the narrative, and the overall success of the game. We tried to illustrate the main areas of work, which include the creation of a visual concept, user interface design, graphic elements in the game, as well as branding and marketing materials. The scientific novelty lies in the fact that, given the lack of research on this topic, we first conducted a comprehensive study of the role and place of graphic design in the perspective of gaming culture. Practical relevance. Thanks to the multifaceted approach, this article emphasizes the crucial role of graphic design in shaping the aesthetic appeal, functionality and product appearance of video games; the key importance of visualizing video game elements in the context of the requirements and trends of modern gaming. After all, well-thought-out graphics make a positive first impression and create an appropriate atmosphere for the gameplay. This highlights the importance of prioritizing graphical improvements for an immersive experience. Our research concludes that thoughtful and professionally rendered graphic design is essential for player retention and engagement, and poor graphics often lead to negative impressions and can have a detrimental effect on the overall perception of the game. The study also highlights the importance of interface concept and design in influencing purchase decisions and improving image quality and immersion. In addition, brand identity and advertising are important factors in game popularity and reach. The results highlight the need for collaboration between graphic designers and game developers to create engaging and visually engaging gaming experiences, ensuring that all elements–from characters and environments to the user interface– work together for a seamless player experience.