Pixel Art as a Modern Trend of Visual Communication: Nostalgia for the Gaming Industry Zero Years

Student: Pak Darya

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This work explores the perception and attitude of the Russian generation Y to pixel graphics, which are actively used in nostalgic marketing both for the gaming industry and other areas of activity. The aim of the study is to determine how the presence of pixel art in the content correlates with such factors as the aesthetic assessment of the content, the level of ассоциаций\ностальгии by childhood and the age of the respondent. The design of the study is mixed: to achieve the goal, online surveys and focus groups were conducted. Also for the segmentation of Generation Y micro-cultural and historical events of the game market in Russia were singled out, after which Generation Y was divided into cross-cultural three age subgroups, which are empirical objects of the study.

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