The influence of realistic versus stylized art styles on player preference and immersion

Liew, Wan Ru (2026) The influence of realistic versus stylized art styles on player preference and immersion. Final Year Project, UTAR.

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Abstract

This study explores how different video game art styles, particularly realistic and stylized visuals, influence player preference and immersion. The research aims to understand which art style players prefer and how visual design affects their overall gaming experience. A quantitative research method was used, where a questionnaire was distributed online and a total of 19 valid responses were collected. The data was analyzed using a Likert scale to evaluate player opinions on various aspects such as visual impact, character design, environment design, emotional connection, and immersion. The findings show that stylized art styles are generally more preferred by players, especially in terms of visual attractiveness, memorability, and emotional engagement. Many respondents agreed that stylized visuals are more distinctive and help them connect better with game characters. In terms of immersion, stylized art styles also showed positive results, as players reported a stronger sense of detachment from reality and engagement within the game world. However, some responses remained neutral, suggesting that immersion is influenced by multiple factors beyond visual style alone. In addition to the research, a game titled Once Upon A Wish was developed as a practical application of the findings. The game adopts a stylized storybook art style, combining hand-drawn textures, vibrant colors, and interactive book-based mechanics. These design choices reflect the research results, demonstrating how stylized visuals can enhance player experience through emotional storytelling and interactive immersion. Overall, this study highlights the importance of aligning visual style with player expectations and game design goals. It shows that while stylized art styles are highly effective in improving engagement and immersion, the success of a game ultimately depends on how well its visual design integrates with gameplay and narrative elements.

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