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Art Direction Summit: Hair Art in Games: Aesthetics Difference between Eastern and Western

Hao Luo  (Senior User Experience Researcher, NetEase)

Xiaoying Fu  ( Senior Game Artist, Netease)

Location: Room 2016, West Hall

Date: Tuesday, March 22

Time: 5:30 pm - 6:30 pm

Pass Type: All Access Pass, Summits Pass - Get your pass now!

Topic: Visual Arts

Format: Session

Viewing Experience: In-Person

Vault Recording: Video

Audience Level: No

With the changing needs of players and technology development, players can not only customize their faces and body in games, but also match different haircuts to reflect their temperament. Therefore, the art of hairstyle is crucial to highlight the personality of a character.However, there is a big difference between East and West in hair evolution and game hair design. This presentation will introduce the differences between Eastern and Western hairstyles in games and their understanding of game haircuts design methods.The speech will first briefly review the history of hair art and the evolution of hair making technology of the game, after which the speaker will summarize four key thoughts of hair art design in the game.History - experience: Game hair design that is in line with the character's era will give players a better sense of immersion. The speaker will state the historical immersion of haircuts through a series of historical paintings of East and West and a series of game haircuts comparisons.Diversity - personality: Researchers in NetEase found through extensive research that in addition to customizing their faces in the game, players also pay great attention to the matching of hairstyles. This section will also include a demonstration of the effects and methods of haircut art design in terms of diversity and personality with real cases from NetEase.Contrast - memorability: A long curly hair, for example, naturally suggests a feminine, gentle aura. But if a male character with a big beard has long curly hair, which brings contrary to imaginations, will give birth to a strong memory point.Label breaking - universal value: In the current real world, many people are labeled "hairstyle tags" and then brought into games while these tags are spread and strengthened to certain extents afterwards. In this part, the speakers will discuss how to break this design concept and try to use game art exploration to convey universal values.


Through this talk, game developers can understand more about players aesthetic differences of hair style art with different cultural backgrounds and understand the application of Eastern and Western haircut art design more in game character design, being able to utilize it in your game. Game artists can learn how to create a sense of immersion and highlight game characters through the restoration of haircuts. Meanwhile, user researchers may understand how to use player experience map, early concept testing and other research methods, combined with psychological theory and practice to help with game art, haircut design, and character design success.

Intended Audience

Game designers, game artists, game user researchers.