@article{article_1777521, title={The Effects of Visual Design on Users in Mobile Games}, journal={OPUS Journal of Society Research}, volume={22}, pages={1198–1208}, year={2025}, DOI={10.26466/opusjsr.1777521}, author={Özdemir, İdil and Işık, Atila}, keywords={Etkileşim Tasarımı, Arayüz Tasarımı, Mobil Oyun Tasarımı, Deneyim Tasarımı, Kullanıcı Angajmanı}, abstract={The staggering growth of the mobile gaming industry in recent years has made visual design elements more critical than ever for developers aiming to stand out in this competitive market. In digital stores filled with millions of applications, capturing a player’s attention within seconds and retaining them for the long term largely depends on a successful visual strategy. This article provides a detailed examination of the profound effects that fundamental design principles, such as color theory, intuitive user interface (UI) design, fluid animations, and holistic visual consistency, have on the user’s gaming experience and level of engagement. These elements are more than mere aesthetic choices; they are psychological tools that create the game’s atmosphere, facilitate playability, and enhance player motivation. The proper and conscious use of visual design enables players to form a strong emotional connection with the game world. For instance, while color theory can be used to trigger specific emotions (excitement with red, calmness with blue), a minimalist and functional user interface allows the player to enjoy the game directly rather than struggling with complex menus. Fluid animations, in turn, provide satisfying feedback to every touch and action, making the game feel more alive and responsive. When all these components are presented with visual consistency, it reinforces the game’s unique identity and creates an immersive world. Consequently, this meticulous design approach leads users to demonstrate a deeper and more long-term engagement with the game. This study concludes that aesthetically pleasing and simultaneously functional designs not only increase user satisfaction but also enrich in-game interaction, thereby directly impacting the project’s overall success. To ground the discussion, this analysis delves into two distinct case studies, supporting its key assertions with empirical evidence.}, number={6}, publisher={İdeal Kent Yayınları}