Design Principles - Final Project: Visual Analysis

02 Nov 2022 - 30 Nov 2022 (Week 10 - Week 14)
Vincent Lee // 0359386
Design Principles // Bachelor of Design (Hons) in Creative Media // Taylor's University (TDS)
Final Project: Visual Analysis

LIST / JUMP LINK <span id="LIST"></span>
Task

Final Outcome
Feedback
Reflection

INSTRUCTIONS

Module Information Booklet

LECTURES

Week 10

Starting this week, we are to start on our Final Project and compilation of our final designs that had been created throughout these weeks for the Final E-Blog.

Final Project:

- Part 1: Visual Analysis

Figure 1.1 - Visual Literacy
(image from Matt Wedel)

Visual literacy is a set of skills that enables a person to effectively find, interpret, evaluate, use, and create images and visual media. Understanding and analysing the contextual, cultural, ethical, aesthetic, intellectual, and technical elements involved in the creation and use of visual materials are made possible by having strong visual literacy abilities. A person who is visually literate is both a critical viewer of visual media and a skilful contributor to a body of common knowledge and culture (ACLR, 2022).

Three Phases of Visual Analysis:

Figure 1.2 - Visual Analysis
(image from Impact)

1. Observation (mention the visible elements only, do not talk about the principles)

Identifying the visual elements of design, describe them carefully and accurately in our own words.
This phase is about looking, thinking, and finding good language to communicate what we notice.
In this phase, we were asked to not simple assume what the subject matter or the meaning behind the design.

2. Analysis (apply design principles knowledge, it may not be as much as the sample shown)

In this phase, we are require to think about our observations and try to make statements about the work based on the evidence of our observation.
Think about how the specific visual elements that we've identified combine together to create a whole, and what effect that whole has on the viewer.
How our eye is led through the work and why? Apply the Design Principles knowledge we have learnt throughout these weeks.
Dr. Yip suggested that to start from the centre characters then from top to bottom to analyse those design principles.
Bold the word for easy reference.

3. Interpretation (can include the meaning behind and cite it)

In this final phase, your observations, description, an analysis of the work are fused with facts about the design work (and in some cases the designer) and historical context that you find in trustworthy published sources.
What is the meaning of the design? What was the purpose for it to be created?
Explain the purpose of the poster as well as to relate it style to a similar style.
Then further explain both similarity and provide posters to reinforce our point.

- Part 2: Design

Produce a work of design, in A4 or A3 size, inspired/influenced by the design we have analysed, or as a reaction to it.
do some research and idea exploration before delving into developing an idea for our design.
Write a 150-200 word rationale for your design.

Things To Do:

Visual analysis, research, idea exploration, idea development, final idea, rationale, all descriptions and final reflection* must be uploaded in our blog before submission date.

Final Compilation E-Blog:

It must contain all the work we have done and completed for this module, along with a final reflection.

Class Summary

Dr. Yip posted an announcement on Teams regarding our submission for Project 2 and the information for this project and our Final Blog such as the descriptions, requirements, and submissions. Assisting materials are attach in Teams and myTIMeS to help us to understand more about this project. Below is the timeline for this project that need to be followed:

Figure 1.3 - Project Timeline

In the class, Dr. Yip has further emphasise that we are to put all our knowledge together into a final piece of work that demonstrate/ reflects our understanding of design principles and apply critical thinking (opinions and research skills) into our piece of work.

Week 11

Dr. Yip emphasise on the selection of artwork must triggered/ shown inequalities. Citation of source are being taught for Part 1: Visual Analysis. In addition, Dr. Yip stated that in the beginning of our design process, we are required to state whether we are still aiming the same inequalities or the current inequalities had influenced us to think of other inequalities. If Yes, then we are required to mention it. According to the timeline, we must complete Phase 3: Interpretation and provide reliable sources to prove our statement. Besides, produce a few sketches for Part 2: Design of this project. Capital R specifically denotes the period of art in the late 90s centuries, where European artist features objects and what happening every day in their paintings such as Gustave Gourbet. Realism with small letter r denotes everything that looks real. A lot of the work in futurism period that shows literally movement. Last, the class was dismissed by taking the last attendance.

Week 12

Dr. Yip gave individual review and feedback based on our Phase 3:Interpretation and sketches. In addition, Dr. Yip guides us on inserting proper citation and references using the APA referencing style rather than pasting the URL link only. The class was dismissed after reviewing all our sketches.

Week 13

Dr. Yip reminds of the deadline and requirements to submit for this project and the final compilation blog. Besides, Dr. Yip want us to be honest when conducting reflection. After that, Dr. Yip gave individual feedback based on the development of idea from last week. Dr. Yip suggested to try on more colour combination for our design as a creator or designer should always have multiple options or colour schemes for their design. In addition, Dr. Yip has stated that this module is not testing on our ability in any software to create for our design thus we can use open to use any form of mediums to complete this project either it is manual/ traditional or using AI or PS and etc. Last the class was dismissed.

Week 14

Today is our last class with Dr. Yip. In the beginning of today's class, Dr. Yip reminded the deadline of this project including the submission of final compilation and reflection post. Then, Dr. Yip moved forward to check on our final project design. Last, the class was dismissed.

Tasks

1. Recap of Final Project Brief

For this project, it is divided into two parts, Part 1: Visual Analysis and Part 2: Design.

For Part 1: Visual Analysis, we are to utilise our understanding of design principles found in the design work. This project requires us to assess, investigate, document and analyse a design material (billboards/television commercial/movie clip/work of design) of their choice. We should notice, size, placement, purpose, effectiveness, as well as aspects of design principles found in that work.

Thereafter, in Part 2: Design, we are to produce a work of design, inspired/influenced by the one they studied on, or as a reaction to it. We should also apply knowledge of design principles in their design.

- PART 1: VISUAL ANALYSIS

Figure 1.4 - 10 Reduced Inequalities
(image from TGG)

Based on the theme - Reduced Inequalities, we are required to select an artwork (poster, billboard, or illustrations) revolves around the theme. It can be any image/ designs that reminds us of that particular inequality. Besides, we need to provide a 50-word explanation for the choice made.

Inequalities - Poverty, Wealth Inequalities

Caption of Poster: They are Needy... Not a beggar

Artist: Uday Mohite

Publication Date: 07 April 2020

Source: Pinterest

Figure 1.5 - "They are Needy... Not a beggar", by Uday Mohite
(image from CreativeGaga)

Rationale:

The inequalities makes me feel from this artwork is poverty and wealth inequalities. The reason I chose this topic is due to the reason that it perfectly illustrating the state where during lockdown, the poor were in great need for food, fortunately individuals and business entities are getting together to offer help to the less fortunate and those who have lost their jobs or whose income is badly hit when business dropped. (CY Lee, 2011) Besides, based on my research, it stated that COVID-19 pandemic has exacerbated global income inequality, partly reversing the decline of the previous two decades. (Amat Adarov, 2022)

Phase 1: Observation

The design work is in a square format. As for the visual elements, the main colours observed are yellow, green, pink and blue that can be seen in the subjects on both side. There are horizontal, vertical, diagonal, ragged, curly and wavy lines applied throughout this design as can be seen in the background that faintly illustrating the structure of houses and also the subjects' hair and clothes. I also noticed there are shapes such as square and irregular triangles as to illustrate the structure of houses. In addition, the texture that can be seen in the clothes and vegetables.

Phase 2: Analysis

This design is approximate balanced, the subject on the left and subjects on the right are not mirrored. however, it is almost equal division as it creating kind of balance. The emphasis is on the subject on the left, wearing bright colour clothes such as yellow, pink, blue and white and the subject are also slightly bigger than subjects on the right thus leads the attention of the viewers to the left. The layout of this design is placed according to the Rules of Third, where the subjects are placed on each side. There is harmonious shown as the overall artwork applying the similar value of hue. There is scale and proportions where the subject on the left, lifting his arms with a bag of necessities is overall bigger than the subjects on the right.

Phase 3: Interpretation the Value and Meaning

This is an illustrator's design with deep meaning, where this kind of artwork is usually reflective of social phenomena. First, this illustration illustrates the state where the pandemic started for a few months, where the underprivileged are struggling to provide basic needs for their families. Thus, from the illustrations, we can see the man on the left is carrying bags of groceries, providing needs to the underprivileged, and he takes photos of him providing needs to them. I think this is an act of kindness where he wanted to raise the awareness of others to help those who need help. Besides, I found that the men are wearing clothes that are brighter and cleaner; thus, I think it is implying social status inequalities where brighter colours represent the wealthier while dull colours illustrate the needy. I also found that the man is wearing shoes while the family is not. Other than that, when looking at the family, we can see the parents are sad and depressed regarding their situation. In contrast, the baby is happy for the bag of groceries. I think this is illustrating that unfairness and inequalities are affecting the innocent. For the boy hugging his dad's legs, he was unsure about the intention of the man and curious about what the man was doing. Last, although the house was only faintly illustrated, we can see that the designer is trying to illustrate the environment of the underprivileged. This is shown by the uneven and ragged lines on the structure. (252 words)

- PART 2: DESIGN

We are require to create a work of design of our own, inspired/influenced by/reacting to the one we had analysed.Write a 200-word rationale explaining and defending the decisions made in our design. Below are the requirements that needed to include in this post, as stated in bold:

2. Design Process:
2.1 Visual References (designs that have inspired your own)

In this section, I would like to continue on expressing wealth inequalities. Below are the visual references conducted then the design explorations.

Figure 1.6 - Social Class shows difficulties in pursuing academic.
(image from 9GAG)

Figure 1.7 - The 80 / 20 Rule
(image from eBaumsWorld)

Figure 1.8 - This image using leaves and bright side to illustrate the enriched side, then the wilded and dull side to represent the drained side.
(image from Dreamstime)

Figure 1.9 - Two Worlds - upside down.
(image from Pinterest)

2.2 Idea Exploration and Description

- Rough Sketches

Figure 1.9 - Illustrating the unequal situation of the economy, Week 11 (09 Nov 2022)

In this sketch, I want to express the unfair wealth distribution. Thus, I using an apple trees to metaphor the money as to illustrate the wealth inequality. Further enhance the message, I added individuals to show the unpleasant situations of the underprivileged. Then on the left, I try to illustrate an individual with a bigger body size to show the different situation happening in this society where 82% of the world's net wealth belongs to the top 1% (Writer, 2018).

Figure 1.10 - Illustrating the different life of a boy, Week 11 (09 Nov 2022)

In this sketch, I would want to remain the balance design principle. First, the boy on the left is well-educated, rich and happier. Then the boy on the right, is kinda dirty and wearing shady clothes. For the background, I added note to enhance the message of the boy on the left is rich, in contrast, the boy on the right, I added coins to illustrate the hardships of the underprivileged.

- Sketches with Further Explorations

Figure 1.11 - Illustrating two different life of a boy, Week 12 (15 Nov 2022)

For this design, I want to create two different standard of living of a boy. For the top half, it was obviously illustrating the fancy life of the boy, living in the downtown and enjoy his meals in extravagant restaurants. I added trees and bricks road to strengthen the entire ambience of the high-grade region. Besides, the colour used is more colourful and fancy.

On the opposite, the bottom half is illustrating the struggles of the poor boy where he needs to work hard thus he can feed himself with canned food. However, the problem is I don't know what I should do with the background of the bottom part.

To further show the different life of a boy, for the boy on the upper half, the skin colour is pale and the shirt wore is formal and tidy in contrast, the boy on the bottom half, his skin colour is more yellowish and the clothes is wore and unpleasant to the eyes.

Figure 1.12 - Illustrating the social phenomenon, Week 12 (15 Nov 2022)

In this design, we can see there are skyscrapers on the upper half, this is illustrating the wealthy life as people that can afford to buy property at such fancy buildings require strong financial background for the mortgage loan and including the living expenses. However, on the bottom half, it is a hut that looks abrupt as compared to those skyscrapers. Besides, the environment is worst as the hut is seat near to garbage pit.

In addition, the reason that I did not design it side to side while replace it with a river on the centre section is illustrating the distance for the poor to be able to afford a decent living area and also I wanted to show that due to the existing wealth inequalities issues are not taken seriously so it was making the dream of younger generations to own a property unreachable.

According to a research, which is known as the Consumer Sentiment Study for H2 2022 (CSS H2 2022), which carried out by PropertyGuru Malaysia. 51% of those poll conducted said they are not eligible for government affordable housing programmes and thus cannot purchase a home without financial assistance due to the ongoing global recession and inflation rates (Garreth, 2022). Thus, I think this design have perfectly illustrate my views on the issue of wealth inequalities.

- Improvised Sketches

Figure 1.13 - Illustrating two different life of a boy, Week 13 (23 Nov 2022)

Based on the advice, I showcased different grounds gradually to show the different life where the brick floor is seen in the high-grade region, then pothole and puddle of mud to represent the poor environment of living. In addition, I removed the harsh line and added scars to the poor boy's leg. I used airbrush to mix different skin tones to depict the gradual change in the lives of the rich and poor boys, where he rich boy does not need to work under the hot sun thus having a pale skin, however the. poor boy need to work for his meals thus his skin is darker.. I also use the same technique on the clothes, using an air brush to show the gradual change in the rich and poor boy's attire.

Figure 1.14 - Illustrating wealth inequalities with standard qualities, Week 12 (15 Nov 2022)

As the feedback given stated that the message conveyed is not strong, thus I have figured to replace the hut with a structural shelter and depict the poor living standard of the poor with broken windows and awful appearance of the structure. Additionally, I added an old lady to enhance the message of wealth inequalities, if not it will just look like an abandoned place. Moreover, I had narrowed the thick skyline of the city, so it looks more like a both are in the same space.

2.3 Final Outcome with Short Rationale

Figure 1.15 - Final Design of Final Project:Visual Analysis, Week 14 (30 Nov 2022)

Theme: Wealth Inequalities

Medium: Procreate

Canvas Dimension: A4 size

Rationale

For this project, I wanted to express my feelings and opinions about wealth inequalities. Initially, I intended to visualise inequalities by depicting a boy with two different living standards. However, I thought that showing buildings/skyscrapers would make it much easier to show my perspectives.

First, we will relate tall buildings/skyscrapers with high living standards because the cost of living in the city is high. So when an individual or a family lives in such a high-quality apartment/residential area or in the city centre, we can easily tell that the people are wealthy. Aside from that, skyscrapers are typically used for commercial purposes such as offices, hotels, and retail. People who work in such place are mostly well paid as the companies are mostly Multinational corporate.

In contrast, when looking at the bottom half of this design, I wanted to convey that there are people suffering from poverty and starvation as shown in the illustration of the old woman. Furthermore, I added garbage to the surroundings of the miserable house, where the windows and appearance are absolutely awful, to demonstrate that people are suffering not only from hunger and cold, but also from living in filthy and unhealthy conditions as compared to people living in the tall buildings.

At last, as mentioned in Fig. 1.12, the integration of a river in the centre of this design is intended to illustrate the distance between the poor of being able to purchase a decent living space, as well as to demonstrate that, because the existing wealth inequalities issue is not taken seriously, people are spending their salary to find a place to live to stay rather than owning it.

Design Elements and Principles Applied

Asymmetrical Balance - not equal on each side
Repetition - Shapes such as rectangle and square
Proportions - the high rise occupied half of the canvas, as it representing the wealthier group of people
Line - buildings and dilapidated house
Shapes - Rectangle and Square
Texture - River

2.4 Feedback

Week 11

Specific Feedback

Poster Chosen

provide link or news to strengthen my rationale

Phase 1: Observation

Further indicate where the elements or principles of design found in the selected artwork

Phase 2: Analysis

Repetition in objects only not so much in visual elements. Harmony used analogous colour, colours belongs to the same family.

General Feedback

Advise to continue to Phase 3: Interpretation and link (explain) to next stage where I am going to design
Advise to do visual research on how people take selfies and look at their poses, and find out more of this kind of artwork
Good understand of design principles and have clear understanding on what is required in each phases

Week 12

Fig. 1.10 - Illustrating the different life of a boy

Advised to try two more variations on showing the differences.
Indirectly symmetrically balance, maybe showing two different scenes such as classroom.
Emphasising on the lives of the two boys such as living standards, activities
Think of scenes of the little boys do and show the differences on what the rich boy and poor boy do on everyday

Week 13

Fig. 1.11 - Illustrating the different life of a boy

The line in the centre no need to be so obvious/ drastic/ bold
If can be a continuous of different ground from the top to the bottom, from bricks floor to mud ground
Integrate/ gradually to show different ground
Advise to add scars to the leg
more elements is shown in this design
no need that much of space at the bottom

Fig. 1.12 - Illustrating the Social Phenomenon

The idea is more subtle, not conveying the message
The skyline can be thinner
Advise to make the hut more tattered/ dilapidation such as the malfunctioning of the light, the hinged of the door came off

Week 14

Specific Feedback

Fig. 1.14 - Illustrating wealth inequalities with standard qualities

the composition is clearer and clean
higher and stronger visual message
the house is much more improve
advise to add in more garbage and garbage pit around the dilapidated house and some in the water
fill up birds or planes on the upper right corner to balance the visual

General Feedback

The message conveyed in both design is same, two worlds

2.5 Reflection on the particular week

Week 10

It was difficult to decide on the inequalities because I seems not to have strong feelings and thoughts on these issues. I visited the sources provided in Teams, MYTIMeS, and the Module Information Booklet to acquire a basic understanding. After searching the Internet for a poster that caught my attention in the issue of wealth inequality, I referred to the sample on describing the elements and principles of design to conduct my visual analysis.

Week 11

I'm at a loss on how to interpret the inequalities I chose. This is due to my poster does not specifically indicate on one inequality only, so when it comes to interpreting the poster, I find it difficult to conduct Phase 3 of Part 1: Visual Analysis. I discussed with my peers whether to keep it or restart the entire project because this task was just begun and I have plenty of time to catch up the timeline prepared by Dr. Yip.

After careful consideration, I opted to stay with the existing poster and inequalities. When writing for the interpretation section, I remind myself that I should only concentrate on and interpret the issue of wealth inequalities. Unfortunately, when comes to prepare the sketches for week 12 class, it was not well-prepared as I was uninspired and did not have well thoughts on how I want to show the wealth inequalities based on what I had obtained during the weeks.

Week 12

After received feedbacks, I am more upset and feeling demotivated as what is in my head couldn't be well presented in my sketches. Besides, I also feel stress as this is the final project for this module thus I want it to be better. I watched the recording to re-consider on what Dr. Yi had advised and I barely understand on the feedback given.

In such circumstances, I encourage myself to try a bit harder to express my thoughts on the issue of wealth inequalities that are bubbling around in my head. I was quite amazed that I had attempted to draw a human even though it was a clipart and I had re-traced it. Furthermore, after weeks of researching the issue of wealth inequality, I am grateful for everything my parents have given me. As illustrated in Fig. 1.11, this is a real-life example of children being forced to work in a hazardous environment in order to survive.

Week 13

I am delighted that my ideas have been accepted by Dr. Yip's feedback. Furthermore, I am grateful that Dr. Yip can always point out the issue directly and advise me on how to resolve it whenever I am having difficulties or obstacles with my design, such as doubting whether my design is empty or excessive, and whether or not my design is conveying the message. For example, in Fig. 1.11, I struggled with the bottom half for a while, but Dr. Yip provided constructive advice based on the issue.

Week 14

It was such a relief after deciding on the final design for this project and I quickly alter those were advised.

Final Reflection

It was the most difficult project I had ever worked on because it required us to be aware and attentive about the issue of inequalities. Initially, I had a difficult time selecting the inequalities because I had never given much thought to this type of issue. As a result, when we were assigned to conduct research and write an interpretation, I was confused and unable to enjoy the task. For example, in Phase 3: Interpretation, we were asked to interpret. I was puzzled and unsure whether the man doing charity genuinely wants to help or is purely intent on impressing others by being nice.

However, I was able to control my emotions and organise my thoughts by discussing the issue of wealth inequalities with my peers and conducting research on the subject. Furthermore, as I've been visiting a few places over the last few weeks, I've noticed that the underprivileged are doing their best to live and fulfil their needs. Eventually, I discovered that I have more empathy for the underprivileged and aspire to help and solve this issue by working harder and investing in charity to help them live better lives.

QUICK LINKS

Exercises: Elements & Principles of Design

Project 1: Self-Portrait

Project 2: Sense of Place

Final Compilation and Reflection

References

Writer, B. N. (2018, January 22). BBC NEWS 中文. Retrieved Nov 18, 2022, from BBC事实查核：全球1%的富人掌握着82%的财富？: https://www.bbc.com/zhongwen/simp/business-42770869

LEE, C. (2021, June 09). TheStar. Retrieved Nov 09, 2022, from Banking on generous Malaysians: https://www.thestar.com.my/metro/metro-news/2021/06/09/banking-on-generous-malaysians

Adarov, A. (2022, February 07). World Banks Blogs. Retrieved Nov 09, 2022, from Global income inequality and the COVID-19 pandemic in three charts: https://blogs.worldbank.org/developmenttalk/global-income-inequality-and-covid-19-pandemic-three-charts

Garreth, W. (2022, Sept 20). PropertyGuru Study Finds That 51% Of Malaysians Cannot Afford To Buy A House. Retrieved Nov 18, 2022, from SAYS: https://says.com/my/lifestyle/propertyguru-study-finds-51-malaysians-cannot-afford-to-buy-a-house

Malaysia, W. o. (2022, Sept 09). PropertyGuru Study: Affordability Issues Continue To Loom Over Potential Homebuyers As 51% Of Respondents Feel That They Cannot Buy a Home Without Government Assistance. Retrieved Nov 18, 2022, from Property Guru: https://www.propertyguru.com.my/media/press-release/propertyguru-study-affordability-issues-continue-to-loom-over-potential-homebuyers-as-of-respondents-feel-that-they-cannot-buy-a-home-without-government-assistance?id=64248

Vincent Lee | 0359386

Design Principles - Final Project: Visual Analysis

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