Jingwen Cao, Weichen Zhou

(Zhejiang Normal University, School of Child Development and Education)

Abstract：

In recent years, Chinese animation has developed rapidly in the context of new media, and the use of new media characteristics in animation character design has played a significant role in promoting the development of Chinese animation. The design of animated characters is no longer limited to a single appearance design, but needs to be personalized based on the characteristics of new media and carry more responsibilities in the development of animation. Animated character design has evolved from passive service of plot deduction to actively leading fashion life, promoting national unity, and driving market development. Animated characters have moved from pure performance into people's lives, becoming friends and long-term companions. Analyzing the innovation and shortcomings of current Chinese animation character design in the context of digital media, and rethinking the construction path of Chinese animation character design.

Key Words：

new media context; animation character design; virtual characters; design mother book; design thinking; individualization