THE IMPACT OF VISUAL DESIGN ON USER EXPERIENCE (UX) IN VIDEO GAMES

Abstract

The study aims to provide a comprehensive analysis of the impact of video game visual design on user experience (UX) by formalizing methods for evaluating the aesthetic and functional characteristics of game design. The paper presents adapted mathematical models for quantitative assessment of the effectiveness of visual solutions, in particular the HEART integral methodology, which combines subjective (happiness, engagement) and objective (retention, acceptance, task effectiveness) indicators of player interaction with the game environment. 

The central element of the study is the analysis of stylistic solutions (color schemes, contrast, geometric shapes, visual markers) and their impact on cognitive load, speed of information perception, and user emotional engagement. Particular attention is paid to comparing the effectiveness of photorealism and stylized forms of graphics, as well as the problems of loss of visual authenticity when using automated solutions to modernize old games.

The results of the study confirm that optimal UX is achieved not through maximum aesthetic detail or navigational clarity alone, but through their balanced combination, calibrated for the target audience and platform. The proposed methods for formalizing UX metrics can be applied for testing in the video game industry to make informed design decisions at various stages of development.

Keywords: user experience, visual design, HEART framework, stylized graphics, game interface, level design.