| The main content of this thesis is the research of mobile phone casual game IP image design based on female consumer psychology.Using the analysis method of consumer psychology,the female consumer psychology and the special image construction method of game IP are combined,and the method of mobile casual game IP image design led by female users is summarized.It is hoped that through the research on the IP image design of mobile casual games based on female consumer psychology,it will explore the problems of low player loyalty,low marketing efficiency,and short project life in the casual mobile game market,and propose targeted solutions.With the rapid development of IP-based games,"game" + "IP" has gradually become an inseparable combination in the game market,and the IP usage rate of mobile casual games is also rising.IP gives the game a deeper cultural connotation,making the game content richer and more user-friendly.In the Chinese cultural and entertainment market,"game" + "IP" has ample room for development.At the same time,with the popularity of mobile games worldwide,female players continue to increase.Casual mobile games have become the most popular game type on female mobile phones.Female users are an important consumer market for mobile games.However,there are still many casual games that cannot distinguish the differences between men and women in game appeals,and the understanding of gender is superficial.For the design of game IP image,there are problems such as poor extensibility,poor fit between the image and the game,and serious homogeneity,and the design is not targeted.This article uses the knowledge of consumer psychology,focuses on the consumer psychology of contemporary female users,and combines the survival and development status of contemporary women to analyze and summarize female consumer preferences with a certain generality: focus on appearance image,focus on emotional characteristics,focus on security,and focus on personality Harmonize,focus on self-esteem and self-awareness It also sorted out the relevant information on the construction of the existing game IP image,compared the IP image design of other industries,and concluded that the game IP image has its particularity.With reference to other industry IP image construction methods,as well as the current status and expansion methods of IP development in the game industry,etc.,the overall direction of the game IP image design is clarified.Combining female consumer psychology with the special IP construction method of games,five game IP image design principles based on female consumer psychology are put forward: originality,empathy,safety,extensibility,and associativity.Finally,the four design methods of finding the pain points of female users,refining design features,enriching details,and creating atmosphere are summarized.It not only considers the needs of female players in detail,but also takes into account the future commercial expansion of game works,so as to reach female users more comprehensively and look for potential female players.This article aims to help game IP image designers to more quickly understand the psychological demands of female users,accurately find design pain points,formulate appropriate design goals,and create works that conform to both the game culture and the consumer psychology of users;it also enables game producers Be able to formulate strategies and programs that are more in line with consumer responses,and achieve a high degree of integration of culture and commerce.Provide a new design idea for the design of game IP image in the future. |
