How To Create Vibrant Characters

Lisa Hassell talks to influential artists and discovers their approach to crafting characters

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Whether designing for 2D, editorial, ad campaigns or game design, adopting a mindful approach to character design is essential to fit with the changing times we live in. Understanding your audience, crafting a compelling story and knowing the limitations and possibilities of the diverse range of media platforms available can only open up the scope of possibilities for today’s character designers. Depending on the variables, such as the intended audience, the purpose of the work and where it’s likely to live – as well as whether you’re a visual designer, illustrator or game developer – figuring out a basic framework early on in the process will help inform your characters and add another layer of depth to their purpose. 

Characters are frequently representative of their creators, observes Craig Redman, one half of design studio Craig & Karl, through both the visual style as well as how their personality shines through.“For us it’s the relationship to the creator that makes it interesting. We tend to think of Craig & Karl as a conversation or continual back and forth between the two of us, which is how we operate day-to-day too,” adds Karl Maier (the other half of the creative duo). “As it’s only the two of us, our personalities, backgrounds and interests all feed into the work we make. And as much as there’s a visual style, we aim to bring our perspective to things so there’s a consistent tone or approach, even if the form varies.”

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