I think the best way to put it is to compare these images. Both are official artworks of the full roster, one from around OW’s launch the other from the OW2 era (you’ll have to zoom on the 2nd one it’s a big image)
https://wallpapers.com/images/hd/overwatch-character-heroes-united-hd-12ar3n29j4usmte8.jpg
https://i.imgur.com/7mHaxpi.png
The images both try to convey the same thing, but you can just feel the difference in the art style. The newer art is a lot bouncier and clean. The older art, while still very cartoony, had a little bit more edge and grit to it
I’m not saying all of the new art is bad, there are plenty of things in OW that I liked aesthetically in the past year such as Vendetta or the Powder Keg Mine Map, it’s just that old OW had a certain aura to it that was lost
Here’s some more early art that I think shows the grittiness even better. The first one is really old map concept art, and the finished game never looked anything like this, but I think you could still feel its influence (and it’s just really cool. And the third is a set of old hero concepts in a number of different art styles.
https://cdn-images-1.medium.com/v2/resize:fit:1600/1*M8amdPhyn87FeaSx6HUHvg.jpeg
https://i.redd.it/ytkl27iteura1.jpg
https://miro.medium.com/v2/resize:fit:1400/1*16jspkOqlZcbqScB2Yee6Q.png
Some people say that new heroes feel flat because the character design has to be conventionally attractive to sell skins, and I think there’s a bit of that going on, but that the art style definitely plays a role as well.
A character in the concept art above like Brit (under echo) is very cute and a character like Recluse (bottom right) could certainly get the guys going, but I just feel like there’s a bit more soul to them than Wuyang or Freja.
And even in an oddball design like Hazard you can detect the difference, he’s feels a bit to clean to capture the rebellious ‘phreak’ vibe they were going for (just compare to the original Phreak in the top left). I actually think Hazard is a bit of a turning point. The past year or so is where you could feel the aesthetic shift take place in the 3d game and not just the 2d art. Someone like Juno is cute yes, but if you put her model in the game in 2016 I think it wouldn’t feel off or bland
Would be curious what someone who knows more about design would have to say