DESIGN PRINCIPLES
FINAL PROJECT - VISUAL ANALYSIS
8 FEB 2023 - 24 FEB 2023 l Week 5 ~ Week 7
Kim Seoyeong l 0335903
Bachelor of Mass Communication [Digital Media Production]INSTRUCTIONS
MIB JAN 2023_Design Principles GCD60804
Lecture Recap :
Week 5: Choose one of the 'UNSDG' and visual analysis of it. Also, start to do the blog for final project.
Week 6: First progress-check what I am working on the final project with lecturer's feedback for the idea
sketch.
Week 7: Final progress check for my final design and last feedback given by the lecturer before I submit.
Assignment brief Recap :
Description
Visual Analysis: Students are to utilise their understanding of design principles found in the design work. This project requires the students to assess, investigate, document and analyse a design material (billboards/television commercial/movie clip/work of design) of their choice.
They should notice, size, placement, purpose, effectiveness, as well as aspects of design principles found in that work.
Requirements
Visual Analysis:
1. Pick one goal from United Nations' Sustainable Development Goals (UNSDG).
2. Select an art/design work that revolves around the goal of your choice.
3. Explain, in about 50 words, why you chose that design and how it is related to that UNSDG goal.
4. Write a 300 to 350 word visual analysis of the selected design (refer to Visual Analysis lecture notes).
5. Create a work of design of your own, inspired/influenced by/reacting to the one you had analyzed.
6. Write a 50 to 100 word rationale explaining and defending the decisions made in your design.
Final Project :
VISUAL ANALYSIS
1. Brief Recap
Visual analysis is the ability to read and critically evaluate images, whether they be in a museum, on social media, in entertainment, advertising, or the news. Visual analysis is a key component of this ability.
There are three phases to do visual analysis which are observation, analysis and interpretation. The observation phase consists of looking, thinking, and developing appropriate language to communicate what you notice. During the analysis phase, you must reflect on your findings and attempt to draw conclusions about the work using your observations as support. In the final stage, the information you've gathered from reliable published sources regarding the design work and historical background is combined with your observations, descriptions, and analyses of the work.
For this project, I need to find design principles in the design works related to the goal from United Nations' Sustainable Development Goals. Then, I create my own design with design principle related to the theme.
Figure 1.1 l 'Science and Politics' By. Davide Bonazzi
Rationale
Figure 1.2 l Goal 5 'Gender Equality', UNSDG
I choose Goal 5 'gender equality' of the United Nations’ Sustainable Development Goals (UNSDG) as a design to create related to the selected goal. Gender equality is one of the issues that many people have been paying attention to since long ago. Gender inequality is also a serious problem in many countries recently, and it is also a topic that I have also gained a lot of attention through the news. I became interested in gender equality because it is one of the issues that women in various countries are still fighting for equal treatment from the past, and I have seen women fighting over related issues through recent news. In conclusion, I thought this design was suitable for this topic, and I think it is a work that means that everyone on Earth is equally balanced, whether male or female.
Phase 1: Observation
This artwork is in the form of an illustration and is also long horizontally. The visual elements of this work, first of all, are orange as a background, dark pastel sky blue & dark gray as the earth, white as a doctor suit, and lastly pastel colors as a business suit. It seems to be an artwork that can be created digitally. A woman in a doctor's suit and a man in a formal suit are seemed shaking hands and facing each other in the center.
Phase 2: Analysis
This design seems to have used 'Emphasis', one of the design principles that emphasizes objects in the center using colors. It is painted so that the people on both sides at the center of the design can be seen most at a glance, and other compositions seem to have chosen to paint the color dark and dim to emphasize them. The use of primary colors and pastel colors creates a good contrast with the effect of making it stand out. In addition, one of the design principles, 'Balance', was used by arranging objects symmetrically and regularly from side to side. To be more specific, the balance is harmonized by placing three people on the left and one in the center, three people on the right, and one in the center, centering on the man and woman shaking hands in the middle. Also, this composition what I mentioned just above is used of 'Repetition' in design principle as well.
Phase 3: Interpretation
This artwork, titled 'Science and Politics', was created by illustrator, David Bonazzi in 2015. The artwork is published as one of his feeds on a portal site called 'Behance'. Although this artwork is designed for science magazines, it has a different meaning on the other hand. This artwork also indicates that all people on Earth are equal, especially by showing women and men standing in balance and shaking hands with each other without leaning on either side of the earth.Week 5 Feedback: Lecturer mentioned 3 feedbacks.
- Add more details of used colors in the artwork at observation part.
- Add 'repetition' as a design principle which is used in the above artwork at analysis
part.
- Redo interpretation part. Such as, 'What is the purpose and meaning of the
artwork.'
2. Visual References
These are my visual references to create my own design for gender equality. I created with a different composition based on these and sketched my own design by referring to these visual references.
Figure 2.1 l Visual Reference #1 for Idea Sketch
Figure 2.2 l Visual Reference #2 for Idea Sketch
Figure 2.3 l Visual Reference #3 for Idea Sketch
Figure 2.4 l Visual Reference #4 for Idea Sketch
3. Idea Exploration
I create my own design by sketching based on my visual references. I'm considering my design as a first draft to add a 'emphasis' or 'balance' of design principles at my artwork. I tried to create my own design following by the artwork's interpretation as phase 3 of visual analysis that I research above. I tried to incorporate the meaning of gender equality into my design as much as possible, and I referenced a variety of visual references so that when someone saw my design, they could specify, "This is a illustration that claims gender equality." In particular, I emphasized that he and she are 'all just same as a human and they are equal'.
Figure 3.1 l Idea Sketch, Gender Equality
Week 6 Feedback: Lecturer give some feedbacks of my idea sketch.
- Apply a 'Repetition' in design principles with the astronaut who has 'He' or 'She'
sign (size to small, add more on the top & bottom)
- Place the earth, the gender, and the equality sign in the middle and stick them
together to emphasize more than other deign elements (size to bigger)
- Changes the hands' pose.
- Colors in harmony with two different ideas for the final design.
These two are my final drafts with coloring for the final outcome of this project. I tried to emphasize the gender, equality signs and the earth by coloring as bright color than other objects. The background is universe, so I used a dark blue color on it. Colors of the gender sign for the first draft represent the gender's original color in our stereotype, and white color as equality for the equal sign. For the second idea, I colored both the gender sign and the equal sign in yellow to capture the meaning that gender is equal. And it successfully stands out most in this design to suit my intentions.
Figure 3.2 l Final Design Idea #1
Figure 3.3 l Final Design Idea #2
Week 7 Feedback: Lecturer said all writing part is clear now, and Design idea 2 is the
best to match with my intention. For the improvement, change the
color white to yellow to be better as unity in design principles.
FINAL DESIGN
This is my final sketch after the feedback. I resize and rearrange the astronauts who are holding the sign at the top and the bottom. And I draw a hand again to leave the margin for each side.
Figure 3.4 l Progress of Final design
Figure 3.5 l Progress of Final design
Figure 3.6 l Progress of Final design
This is my final outcome for the final project after all feedbacks. The title of my design is 'He=SHE=HUMAN' which means gender equality.
Figure 3.7 l Final outcome for Final project
Rationale
This illustration is my final outcome of the final Project in this module. The goal I applied to my illustration is Goal 5 'Gender Equality' of the United Nations’ Sustainable Development Goals (UNSDG). Gender equality has long been a social and international issue on Earth. All countries are changing gender equality more equally than ever before, but many people are still striving for gender equality, and in some countries, gender inequality limits the rights that many women deserve. So I wanted to incorporate this into the intent of my artwork.
As a result, the design wanted to show that all men and women on Earth are fair. So in this design, the earth holds gender symbols balanced on both sides, and it was designed according to my intention that men and women on the earth sit on equal signs with each other's shoulders crossed. I matched the colors of the two gender symbols to break the stereotype of gender (e.g. blue for men and pink for women) and I was able to emphasize once again that the two genders are equal through a unified color. Other design elements in my design mean that the person holding the 'he' sign and the person holding the 'she' sign are balanced with each other in equal numbers, which is also to emphasize the intention of my design incidentally.
Additionally, the design principles of 'Repetition', especially, 'Balance' and 'Unity' have been applied in my design. People who wears spacesuits holding the 'SHE' or 'HE' sign, which occupy the top and bottom in this design, represent 'Repetition' of design principle by alternating regular and equal arrangements, two from the top and two from the bottom, respectively. In addition, it can be said that the design principle of 'Symmetrical balance' is used because the left and right sides are symmetrical based on the Earth, which is the center of this design. Use of the same color (yellow: star and sex symbol, white: hand of the earth and people in spacesuit, blue: space as background and the Earth) and people in spacesuit who are holding a sign as a design element's arrangements help make my design more harmonious and these represent the 'Unity' of design principles.
REFLECTION I think it was the most important task because it is a task to actively apply and utilize the design principles and elements learned through various tasks for 7 weeks. It seems that I wrote down quite easily for the writing part with the design principles I learned than I thought by observing and analyzing the artwork I chose for the visual analysis with each phase.
The process of creating my own creations that fit the intentions of the artwork I chose for the visual analysis and meet each requirement in this task was both enjoyable and slightly difficult. The process of creating such a creation was new to me, I had never experienced it, and I had never tried to analyze and incorporate intentions in creating a design, but it was also fun to observe and analyze the design principles and intentions in my creation or many designs I have referenced.
Through this assignment, I almost perfectly understood the design principles and learned how a work of art with any one meaning or intention can affect the viewer.
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