A Comparative Study on the Color Design of Korean-Chinese Game Characters － Focus on Nine-Tailed Fox Character －

This study investigates the color design preferences of Korean and Chinese players by analyzing the color usage in game characters, specifically the nine-tailed fox a mythical fox figure commonly shared in East Asian folktales. While previous studies have examined general cultural differences in color symbolism, few have focused on the visual representation of folktale-based characters in games. This study analyzes six representative nine-tailed fox characters three from Korean developed games and three from Chinese developed games. These characters were selected based on their popularity and distinctive design characteristics. The analysis was conducted using five key dimensions. emotional stimulation, arousal–affect association, sensitivity to color attributes, visual interaction, and cultural symbolism. A cross-national survey (N=300; Korea=150, China=150) was conducted, and statistical methods such as mixed-design ANOVA and Bonferroni post-hoc tests were applied. Results indicate notable differences. Korean respondents rated higher on emotional and identity-related aspects, while Chinese respondents showed a stronger response to symbolic color codes. These findings highlight how cultural context shapes visual preferences in character design. This study contributes to the understanding of cultural aesthetics in game design and provides design implications for global game content development.