I've been noticing more and more how crucial the initial art design is to a game's flavour, uniqueness and "stickiness." You really do have to have someone with genuine creative talent at the helm in the art department, not just someone who can draw well, otherwise it's all pretty much for naught.
Yes, this is spot on and I've been banging that drum for years. Art is super important for strategy games, save for a minority of autists who could enjoy an Excel-based game.
Btw it's not just the creature design. It's also about the UI. There's this modern day cancerous trend of ultra-functionalists, clean, almost mobile-app-like UIs without any artistic flair or aesthetics and PP is a victim of this too. I mean it's a game about lovecraftian horrors coming from the see but the UI resembles an interactive PowerPoint presentation. Where are my Gigerian design elements? I remember this ancient game that Giger participated on. Not saying PP should've been exactly like this but it just gives you the idea of what kind of UI flair I'm talking about:
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Instead we get this:
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If you bet only on functionality and usability and not on art, immersion and memorability you'll get a wonderfully functional and usable game nobody is talking about. Which is where PP is today.