Designing serious game visuals for multiple cultural contexts presents significant challenges, as imagery familiar to one audience may be misunderstood or carry different meanings in another. This thesis adopts the perspective that visuals in serious games are not merely decorative but function as connectors between game content and players’ cultural and perceptual contexts. It argues that visual elements must be both clear and appealing across different cultural and domain contexts, and therefore investigates how varying levels of visual fidelity influence players’ visual recognition and visual preferences in cross-cultural serious game contexts.
A mixed-methods research approach was adopted, combining a literature review, fieldwork, and multiple case studies, with qualitative and quantitative data collected in Nepal and Sweden. To support the empirical investigation, a serious game titled Happy Heart was designed and developed as both an educational game and a research instrument, enabling systematic evaluation of visual fidelity across culturally distinct contexts. In both locations, the same Happy Heart game was implemented in localized versions and playtested with local participants.
The findings indicate that higher levels of visual fidelity generally support improved recognition, increased preference, and greater familiarity with serious games in both cultural contexts. However, higher visual fidelity did not consistently result in stronger emotional responses. Participants in both Nepal and Sweden experienced difficulties identifying culturally specific food items, highlighting the role of visual literacy in shaping how visual representations are interpreted. The results further suggest that adolescents’ visual recognition and preferences are shaped more strongly by exposure to global media, such as video games, animation, and social platforms, than by everyday lived experiences. A clear preference for 3D graphics and globally recognizable game aesthetics was observed, reflecting increasing familiarity with shared visual design conventions across cultures.
Based on these findings, this thesis proposes a Visual Alignment Framework to support culturally inclusive serious game design. The framework offers structured guidance for selecting representational objects and determining appropriate levels of visual fidelity when designing for diverse audiences, thereby reducing the risk of visual miscommunication in cross-cultural contexts. This research contributes both empirically and conceptually to the field of serious games by providing cross-cultural evidence and a theoretical foundation for visual alignment in game visuals. By synthesizing insights from the Nepalese and Swedish case studies, the thesis advances understanding of how visual communication can be strategically aligned with players’ cultural and perceptual contexts to support more effective (in terms of visual recognition and visual preference) and inclusive educational game design. Future research is encouraged to further evaluate the framework across additional cultural settings and game genres.