Li Peng Game Troos of the mobile game "Legend of Qingqiu Fox": The promotional material of the mobile game "Legend of Qingqiu Fox" makes us feel refreshing. It seems that many unique visual design elements are added. First of all, please introduce it in detail. Where.

"The Legend of Qingqiu Fox" mobile game visual design director Li Peng

game gyro: The promotional material of the mobile game "Legend of Qingqiu Fox" makes us feel refreshing. It seems that many unique visual design elements are added. First of all Specialty places.

Li Peng: "Legend of Qingqiu Fox" is a beautiful 3DMMO mobile game with a beautiful fairy -themed. Through the early analysis of our marketing team, although there are many fairy products on the market, the products that really make Oriental Fairy Charm are actually not Many, the final visual packaging is "Beautiful Fairy in Oriental Charm".

This group of promotional posters used during public beta can reflect our design direction: the Oriental charm of the beautiful fairy.

is in the use of the spokesperson, but we did not choose to use the spokesperson costume to dress up directly. How to incorporate the spokesperson into the product tone, we made a lot of attempts.

Watch the explosion mobile game visual marketing from "Legend of Qingqiu Fox": Use pictures to accelerate the brand to spread

. In the production of propaganda materials, it also adopts a more oriental visual processing method. The style of integration into the entire picture, not the abrupt real person+background simply patch together.

game gyro: How do you discuss visual effects with the producer? Can I share the experience of communicating with the producer in the process of making "Legend of Qingqiu Fox"?

Li Peng: During the development of development, the producer and I first reached such a consensus: the art of propaganda must be unified with the style of the game. This allows users to be attracted to the game in the game. The game he played is consistent with the promotional information he contacts, which is in line with his original expectations. It is the first to be guaranteed by the distribution team to prevent users from being lost from the game due to psychological gaps.

In our communication process, the producer said such a sentence. Beauty is justice. I hope to make the game "Bai Fumei" in mobile games. "Beauty" as the first element.

Our propaganda art team members have worked in the industry's top companies such as Changyou and Perfect for many years. They are a team with excellent business capabilities and rich experience. In addition, we also invited many well -known painters with ancient style circle to join the team to join the team. To create with us, they know the hobbies of ancient style and fairy fans.

game gyro: What do you think of the visual design of the game and other similar competing products? Why can these differences become the advantage of "Legend of Qingqiu Fox"?

Li Peng: The visual packaging of most mobile games on the market is so -called "cool" special effects and real -life endorsements. The color is basically high -saturated solid color systems such as red, gold, and blue. I like to use ink, calligraphy fonts, and golden texture. At the beginning of our planning, we clarified to be differentiated.

said a lot of publicity posters above. Here I use the game ICON as an example. The icon of "Legend of Qingqiu Fox" uses white as the main color tone and uses high contrast color matching. We hope to be highly saturated with most of the golden, red and red, etc. The solid color game icon is separated.

game gyro: What difficult problems encountered during the visual design of "Legend of Qingqiu Fox", can you share it?

Li Peng: The biggest difficulty is time. The materials of "Legend of Qingqiu Fox" are made by the standard of S -Class -end -game materials. Among them, there are many high -quality materials for one million yuan. This will inevitably lead to a long preparation cycle, and a large and high -quality material production is a great challenge.

is here to thank us for every member of our distribution team. For the project progress, we will add points to overtime. For example, our spirit fox CG has been produced at the end of last year. In order to catch up with the public beta publicity period, everyone is also working during the Spring Festival. In the end, it is guaranteed to guarantee it. In the end, it is guaranteed to guarantee it. In the end, it is guaranteed to guarantee. The film was completed on time, of course, the final results were also very satisfactory. The heroine of the TV series Naza reposted on her Weibo. Another heroine Chen Yao also posted on his Weibo. An animated promotional video.

game gyro: What do you think of the visual development of your opponent's mobile game industry? What do you think is the gap between domestic visual design and foreign peers?

Li Peng: At present, the domestic mobile game industry has paid more and more attention to visual packaging. Due to the fierce competition in the market, users' tastes are getting higher and higher. This is the general trend. But at the same time, I found that most of the product visual elements are becoming more homogeneous, and they blindly pursue the so -called "coolness". Sometimes they ignore whether they are consistent with the product style. Instead, they are purely pursuing gorgeous texture and eye -catching. If you want to make a breakthrough, you must jump first, and you need to sort out the previous visual tone to find out your own differentiation characteristics.

is fundamentally different in the concept of visual packaging. Most of the foreign mobile game products are light packaging. Most of the game entities are displayed. Most of them only put the game screenshots, and the maximum minimalism is matched with a few sentences.

domestic mobile games are deeply affected by end games. Most of them are heavy packaging and light game entities. Most of them are gorgeous propaganda images. The content of the modified cases is mainly based on the game entities less than foreign games. Of course, there are no good differences here, and it is more based on different market environment.

game gyroscope: What else do you want to talk about, welcome to add.

Li Peng: Share some individuals' understanding and experience of visual packaging

. From a market perspective, design. Visual creativity is one of the most important ways for marketing strategies. It is closely related to product positioning. Only by in -depth understanding of product positioning and starting from the perspective of user, can we dig out the visual image that meets both the product tone and its own unique style.

. Continuous micro -innovation. Undverted innovation is not just difficult to think about, but also increases risks. Most innovation forms are derived from existing "phenomena". It is constantly making minimally invasive based on the taste of the mainstream audience, and then slowly affects user habits.

. Differential packaging. Differentiated visual packaging is more important today, which is becoming more and more mature in the mobile game market. If you want to stand out in a wide range of APPSTORE lists, you must have a visual image that meets both product positioning and differentiated with competitive products.

. Make memory point. The memory point should be closely related to our products. Don't spend too much pen and ink on the useless metaphor, but ignore our essence and things that users are really interested in.

5. Pay attention to details. The details may not be determined to be successful, but they can be separated. The gap with high -quality design is often just a few pixels. Whether it can retain users may be the loading speed of 1 second.

6. The most expensive cost in the world is communication costs. Communication has always been the shortcomings of many people engaged in creative types of work, but this is often an important reason for rework and re -doing.