Design Principle - Task 2 (Visual Analysis & Ideation)
Week 3 - Week 5 (17/02/25 - 03/03/25)
Felice Jolin (0373636)
Design
Principle / Bachelor of Design (Hons) in Creative Media
Task 2 - Visual
Analysis & Ideation
TABLE OF CONTENT
LECTURES
Visual analysis is a technique of comprehending a design by focusing on its visual components and principles. It involves describing and explaining a design’s structure purely for its own sake. However, it also serves to highlight the designer’s choices and how the visual elements communicate its ideas, meaning or content. This skill helps people to critically think and interpret images in many places whether it is in a museum, on social media, in entertainment, advertising, or the news. Morover, noawdays we are mainly exposed to social media and this skill could sharpen our critical judgement, encouraging actively seek for information rather than simply accepting it.
Visual analysis include 3 phases :
1. Observation
First stage is look, think and describe the
visual element of a design in your own word without reading about the
design beforehand
2. Analysis
Reflect back on
your observation and examine how the visual elements work together to
establish design principles that enhance the composition and influence the
viewer’s experience, consider how the piece directs the viewer’s eye and how
it is showcased.
3. Interpretation
Your observations and are combined with the
factual details and historical context to convery the message and purpose of
the design.
INSTRUCTION
TASK 2 / VISUAL ANALYSIS & IDEATION
Task 2 we were required to write visual analysis of the artwork chosen. Next, sketch 3 ideas based on how the selected design can be improved or new ideas are welcomed.
Artwork chosen
1. Observation
The design is in portrait format. In the centre, there is a whale's tail showing up from the surface of the water. Beneath the tail there is a boat with the sailors. At the bottom it is mostly filled with the ocean while the sky is in red colour. The quotes at the top and the title at the bottom are all in white colour. As for visual elements, the main colors is dark blue, red and white. Overall it is using limited but bold colours. The overall design has like a paper grain texture. The border is in cream thin lines.
2. Analysis
The overal poster is approximate symmetry. The emphasis is on the central image - the whale's tail contrasting white colour with the background that makes it stands out. The composition shows hierarchy where we first see the biggest size - whale's tail (movement) leads us to read the quote above and down to the title below. The contrast in colour black for the boat reflect gestalt (figure/ground) with the white whale. Gestalt (closure) also seen where it was only shown tail, however our minds can tell the hidden part with that little part that it is a whale. There is harmony in this poster with the combination of warm and cold tone that is used repeatedly with all related elements applied which make things fit together. The way it is composed inevitably made us to see the whole scene and the title. The rule of thirds is also applied where the whale is particularly placed in the middle of horizontal and vertical lines drawing immediate attention. Lastly, the difference of scale shows the whale’s tail is significantly larger compared to the boat.
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Fig 1.2 Colour, Contrast, Harmony, Emphasis
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Fig 1.4 Hierarcgy & Movement
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Fig 1.5 Balance & Rule of Thirds
Fig 1.6 Scale
3. Interpretation
There is no really specific information about this artist but (Toni Danilovic) ToniArtandDesign is a graphic designer and fine artist with experience in designing and painting and he created this poster for the novel Mobi Dick. I could see a vintage style in the poster as the rise of the novel Mobi Dick is a contribution to the literature of the American Renaissance but add a modern digital look for the design. The literature is inspired from Shakespeare, the Bible and the whale is reference of Mocha Dick, also the book's ending based on the sinking of the whaleship Essex in 1820.
This poster is designed in a simple yet striking manner where it could portray the themes from the book such as hierarchy, destiny, fate, unity and division, nevertheless it convey the message strongly showing revenge and can't letting go aspect. This also remind back during the American civil war time (slavery in US) where white man holds all the highest rank on board. However all men need to work together to stay alive, is also reflected in the poster where all men is the same, and when encountered with nature, we are just a small part of it and inevitably need to unite together to survive.
References
Sketches
Initial sketches :
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Fig 2.9 Sketch #1, #2, #3
I decided to choose sketch numebr 3. Dr. Charles agreed and said to remove the words. Also to develop more from there.
Title : Can’t let go
Because of his obssesion with the whale, he sink in his own anger and made a hell for himself (the boat in high waves showed placing yourself in danger while reaching for something impossible). However, how hard he tried to chase it, he cannot reach it (looks near yet so far) therefore, there is a gap in between (showing distance). While for the size, the human is small while contrasting with the massive whale's tail and wave. He didn't giving up chasing and during the journey, he is going through circumstances where the nature brings him to death. Showing the danger of when you can't let go your obssesion.
Therefore, I've developed the previous sketch. Dr. Charles ask why I put three waves on sketch #2 and I didn't have specific reason for that, therefore, he said I could proceed with sketch #3 which every elements has its own purpose.
There are several design principles applied. This is an assymetrical balance design with large wave on the left complement by the whale's tail on the right. Contrast is also placed on the human (darker colour) to emphasize it as the focal point. Contrast is also shown through different sizes of elements (big whale's tail and wave ; small human) Furthermore, the scale difference is seen, the boat looks smaller compared to the whale, emphasizing the grande nature versus the small human. In addition, movement is applied, the curving waves create a strong sense of motion that leads us to see the human and to the whale's tail that represent the danger when you can't let go your obssesion. Lastly, gestalt theory is seen (closure). There is no full body of the whale, but with just little part of it our mind can tell itself.
1.Toni Art and Design
https://www.etsy.com/shop/ToniArtandDesign
2.Was Moby Dick a real whale?
https://oceanservice.noaa.gov/facts/mobydick.html
3.Moby-Dick by Herman Melville | Summary & Analysis
https://www.youtube.com/watch?v=NIrtef38pDY
4.Understanding about the novel Mobi Dick
https://www.sparknotes.com/lit/mobydick/summary/
Week 4 : Dr.Charles said my analysis was good, however said that in the gestalt part, I could explain more about the hidden part of the whale. Dr.Charles like how I understand the story and could be bold in the sketch. Dr. Charles was attracted to sketch 2 & 3 and said that sketch 4 looks a bit sad. Dr. Charles said I could go on with sketch number 3 but remove the words and develop it. Nearly end of week 4, I chat DR.Charles through TEAMS asking for feedbacks of my revised sketches. Dr.Charles suggested a quick call, we had a brief session and he remind me of what to highlight in a design and consult more on my sketches and decide to proceed with the one as my final artwork.
Week 5 : The second sketch, if there is no meaning of putting the
waves, just to add repetition, then there is no need to put it. You can
go with sketch 3, unintentionally, you could apply gestalt.
REFLECTION
Experience
I was first very confused to improve the original
design or we could come up with a new design. We were then told that we
could come up with our own design. Second stage of stuggle is when I don't
know much about the story of the book cover design I chose, so I started
with reading the summary online and watch some youtube video. I was quite
imformed about the story already and I have the idea but I could not
really interpret it to the sketch, however after several brainstorm I
could produce some idea sketches. I made quite a number of sketches but I
am quite certain with the one I chose at last.
Observation
Before sketching, I surf the internet, pinterest,
google for references and inspiration. After sketching, I realize that a
design need to have the highlight point, and later the design principle
adjustments.
Findings
You don't need to think hard what design principle
you want to apply when sketching, it will naturally come after the skecth
is done and you can develop afterwards.
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