Character Design: what is it and why can it be useful in your Branding strategy?

Ever since Larry saw the light, we have focused on illustration. Illustration is our hallmark because it allows us to be recognizable and build images. In this process, Character Design assumes a crucial role.

Did you know that behind the design of a fictional character there is a professional called a “character designer?” Our character designer, for example, is Cindy Pedone.

The job of the character designer is to establish the characteristics of the characters based on their role and temperament.

Let’s make a necessary premise: to create a subject, one must know the basics of anatomy. The first thing to do is to start with the skeleton of the structure. Once the base is created, we need to make the figure recognizable. How?

Character Design: 5 elements from which to take your first steps

1. Choose an archetype

It sounds trivial, yet to draw the right features, one must first ask oneself: who is my character? What does it do? What is his role?

Is our subject a hero? Will he have a physiognomy and attitudes different from those of a magician or from those of an ordinary boy? What is the reference archetype?

2. Uses simple shapes

The square, triangle and circle are absolute shapes that, when used to construct a character, help us establish a precise identity to the characterization.

However, it is not always good because it provides little “room for transformation” to our character within the narrative, but it is certainly a good way to begin to understand how the association of forms to character type works unconsciously.

Let’s look at some examples:

CIRCLE AND SQUARE

In the example above we see in contrast the shape of the circle and the square through two characters living together within the same narrative.

The baby is constructed through soft, circular shapes that convey to us a sense of tenderness and familiarity. There is no edginess in his figure. This characteristic immediately lets us know that the character is warm, spontaneous, even naive.

The character of the elderly gentleman, on the other hand, through the square shape of his head immediately leads us to perceive that we are dealing with a stiff, sometimes gruff person.

You know the saying “he has a square head”? If you think about it, we use it when we want to indicate a stubborn and narrow-minded person.

Let us think, now, of Maleficent and the shape of the triangle.

We are faced with a character who is extremely edgy in every element; this leads us subconsciously to perceive immediately that we are in the presence of a villain. Even at this juncture, the triangular shape does not represent something negative in absolute terms, but it is used to exaggerate every aspect of the figure (as in this case), and is a clear warning signal to our brain.

3. Define the expressive style

Having reached this point, it is time to “exaggerate”: in order to understand on the fly what characterizes the character, we need to exaggerate a bit the trait we want to highlight. Be careful, however, not to distort the figure so much that it becomes monstrous!

For example, if we want to make it obvious that our character is a hero or warrior, we might widen the shoulders more, while being aware of slightly altering their proper proportions. If, on the other hand, we want to emphasize the sensuality of a female character, we might exaggerate the sinuosity of the forms.

4. Add details

Adding details to our image means adding meaning.

We look for cultural elements, visual metaphors, stereotypes; in short, whatever symbolic elements can add character.

For example: Harry Potter’s scar, Merlin the Wizard’s very long beard, Yoda’s staff . These are elements that tell an experience or highlight the character’s wisdom. It could be a hat or a pair of glasses that makes our character seem more introverted, or a know-it-all.

5. Create the silhouette

Now, imagine your design with a black fill. Is it recognizable?

It is not essential to follow this rule, however, if we reason our characters as templates we will understand if they are functional, if we can improve something, and if they are easily recognizable.

Are you thinking of creating a mascot for your brand?