DOI: 10.18848/2325-1581/cgp/a181 ISSN: 2325-159X

The Impact of Consistency of Visual Identity Elements in Digital Games on the Player’s Experience

Hussein Al-Omari
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This study aimed to reveal the impact of visual element consistency in digital game design on the player experience and its effect on feelings of Engagement, Immersion, and Flow. This research has adopted a descriptive-analytical approach, based on the Mechanics, Dynamics, and Aesthetics (MDA) game analysis tool, which is a framework that categorizes the game experience into three key elements: mechanics, dynamics, and aesthetics. These elements represent an approach that bridges the gap between game development and design, game criticism, and technical game research. However, framework, cognitive load theory, game semiotics, and a questionnaire was used as the primary data collection tool from a sample of 412 participants, including gamers and game designers. The collected data were analyzed using appropriate statistical analyses via the Statistical Package for the Social Sciences (SPSS): frequencies and percentages of the participants’ personal variables, Cronbach’s alpha coefficient of internal consistency, and test-retest reliability (Test-R.test). However, the arithmetic means and standard deviations were extracted for all questionnaire items and the total score, and the Multicollinearity test, Variance Inflation Coefficient (VIF), Tolerance, Normality of Data Distribution, Skewness and Kurtosis, Pearson correlation coefficients, and Multiple Regression analysis were applied to reveal the statistical significance of the effect of the independent variables related to the consistency of visual identity elements in digital games on the dependent variable and the player’s experience. The results showed a statistically significant effect of all areas of consistency (color, symbols, visuals, and animation) on the player experience and showed that visual consistency acts as a structural determinant of the player experience, as it reduces cognitive overload and enhances immersion and continuity of interaction within the game. Color and visual symbol consistency also play a cognitive role in accelerating the player’s understanding of the virtual environment, enabling him to distinguish between game elements and helping the player to build a stable mental model of the game environment.

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