Commercial character design

Commercial character design is the process of creating a character and utilising it to enhance or publicise a commercial entity through design.

Design process

Examples of characters which have been designed to be used in a commercial application are found throughout the modern world, on advertisement billboards, murals, graphic marketing within interior spaces and within recent years, as animations on the Internet. A character can appear in two dimension (2D) or as a three-dimensional design (3D) as modelled using a computer or traditionally sculpted. Commercial entities use characters which are designed to embody a brand image or enhance a sales campaign.

The journey of commercial character design commences with a deep dive into the essence of the client's brand, its values, and the overarching goals of the marketing campaign. Designers immerse themselves in understanding the target audience, allowing them to conceptualize characters that not only visually resonate but also emotionally connect with consumers.

The early stages involve brainstorming and ideation, where designers explore a myriad of visual styles and character traits. Sketches are brought to life, breathing potential into the characters. Once a concept is chosen, the refinement process begins, intricately considering color palettes, proportions, and other visual nuances to ensure the character encapsulates the desired brand identity.

In the realm of 3D character design, cutting-edge technology and traditional sculpting techniques converge. The digital realm brings characters to life through meticulous modeling, while traditional methods impart a tangible and authentic quality. Collaboration between designers, marketing experts, and clients becomes paramount during this refining stage to align the character's final form with the intended brand message.

The Presence of Commercial Characters

The impact of commercial characters reverberates across various settings. From towering billboards that dominate cityscapes to immersive murals that adorn urban spaces, these characters seamlessly integrate into graphic marketing within interior environments. Moreover, the digital age has ushered in a new era where characters transcend static images, captivating audiences through dynamic animations on the vast landscape of the internet(Ekström, n.d.).

The significance of these characters lies not only in their aesthetic appeal but in their ability to serve as powerful conduits for conveying brand identity. They foster emotional connections with consumers, infusing campaigns with relatability and, ultimately, driving the success of sales campaigns.

Masters of the Craft

Several design powerhouses have left an indelible mark on the landscape of commercial character design. Among them, the Walt Disney Company stands as a titan, renowned for its cadre of animators and cartoonists. Disney's creations, epitomized by the enduring Mickey Mouse and the irascible Donald Duck, have become global symbols, transcending generations.

On the advertising front, Leo Burnett Worldwide has emerged as a global force. This advertising agency specializes in crafting characters that not only communicate brand messages effectively but also resonate with diverse audiences. Their expertise lies in leveraging characters as dynamic elements in the storytelling of brands.

Guardians of Creativity: Legal Aspects

In the vast landscape of creativity, the protection of intellectual property becomes paramount. The World Intellectual Property Organization (WIPO) serves as a guardian, ensuring that the fruits of creative labor in commercial character design are legally safeguarded. Trademark registrations and copyright treaties, such as the WIPO Copyright Treaty (WCT) and WIPO Performances and Phonograms Treaty (WPPT), form the legal bedrock that secures the artistic endeavors of designers.

In Conclusion

Commercial character design stands as a dynamic and influential field, continuously evolving alongside technological advancements and shifting consumer preferences. From traditional canvases to digital arenas, these characters contribute significantly to the visual tapestry of advertising and branding. As legal frameworks solidify support for intellectual property rights, designers and commercial entities can confidently invest in the creation and utilization of characters, knowing that their visual ambassadors are not only aesthetically pleasing but legally protected guardians of brand identity.

References

Ekström, H. (n.d.). How Can a Character’s Personality be Conveyed Visually, through Shape. World Intellectual Property Organization rules. (n.d.). Retrieved November 27, 2023, from https://saalck-uky.primo.exlibrisgroup.com/discovery/fulldisplay?docid=alma9941047057102636&context=L&vid=01SAA_UKY:UKY&lang=en&search_scope=MyInst_and_CI&adaptor=Local%20Search%20Engine&tab=Everything&query=any,contains,World%20Intellectual%20Property&offset=0

World Intellectual Property Organization trademark registrations. (n.d.). Retrieved November 27, 2023, from https://saalck-uky.primo.exlibrisgroup.com/discovery/fulldisplay?docid=alma9941257835002636&context=L&vid=01SAA_UKY:UKY&lang=en&search_scope=MyInst_and_CI&adaptor=Local%20Search%20Engine&tab=Everything&query=any,contains,World%20Intellectual%20Property&offset=0

World Intellectual Property Organization, United States President Clinton), & United States Congress Senate Committee on Foreign Relations. (1997). WIPO Copyright Treaty (WCT) (1996) and WIPO Performances and Phonograms Treaty (WPPT) (1996): Message from the President of the United States transmitting World Intellectual Property Organization Copyright Treaty and the World Intellectual Property Organization Performances and Phonograms Treaty, done at Geneva on December 20, 1996, and signed by the United States on April 12, 1997. U.S. G.P.O. (N.d.).