17/02/2025 - 03/03/2025 (Week 3 - Week 5)
Aveline Kristie / 0372310
Design Principles / Bachelor of Design (Honours) in Creative Media / School of
Design
Task 2: Visual Analysis & Ideation
TABLE OF CONTENTS
1. Instructions
2. Lectures
3. Task
4. Feedback
5. Reflection
6. Further Reading
1. INSTRUCTIONS
2. LECTURES
Visual Analysis
Visual Analysis is a method for understanding design by examining its visual
elements and principles. It involves describing and explaining visual
structure but also recognizing a designer's choices and how design elements
convey meaning.
Practicing visual analysis enhance critical thinking and encourages active
engagement with images especially in the 21st century where we see visual
media everywhere.
Visual Analysis include three phases:
1. Observation
Observation means closely examining and identifying the visual elements of a
design by describing each element carefully and accurately in our own words.
Avoid doing research about the design beforehand.
The key aspects of observation are looking, thinking, and finding the right
language to describe what you see.
2. Analysis
Analysis involves reflecting on your observations and developing a statement
about the work, based on what you have noticed beforehand. Examines how the
visual elements work together to create design principles that complete the
piece and influence the viewer's perception.
Pay attention on how the eye moves through the design and understand why
this happens by using the design principles theory.
3. Interpretation
Interpretation is the final phase of visual analysis. Observations,
descriptions, and analysis of the work are combined together with facts and
historical context about the artwork that can be found in trustworthy
published sources.
3. TASK
In Task 2, we were instructed to make a visual analysis of our chosen
artwork from Task 1. After analyzing the artwork, we were tasked to create
three different sketches inspired by the chosen artwork or improvising on
it. Below here is the artwork I chose beforehand.
Turtle
Fig 3.1 Turtle
Turtle (December, 2009)
Advertising Agency: JWT, São Paulo, Brazil
Creative Directors: Mario D'Andrea, Fabio Miraglia, Roberto Fernandez
Art Director: Silvio Medeiros
Copywriter: Leandro Pinheiro
Illustrator: Open The Door
Size: 832 x 1200
Medium: Campaign
Source: HSBC, by ad agency: JWT
Visual Analysis for Fig 3.1:
1. Observation
The artwork above is in portrait format. In the centre, the visuals of
turtles facing left, which transform into plastics, serve as the main focal
of the artwork in the form of a square. At the bottom right, there is a
quote that explains the artwork. Moreover, at the very bottom, the credits
for the artwork are displayed.
As for the visual elements, the main colours observed are white and black,
with a border created by thick red lines. Wavy lines are applied between the
white and black background colours, representing ocean waves. Overall, it is
a simple artwork yet carries a strong environmental responsibility message.
2. Analysis
The poster incorporates several design principles to communicate its message.
It can be seen that the poster contains two Gestalt theories, such as the
Principle of Similarity and Principle of Figure/Ground.
Principle of Similarity is used to group related elements, as the rows
of turtles and plastics are organized in a unified way, making the progression
easy to follow. Figure/Ground can be seen as the turtles transform into
plastics.
Furthermore, Contrast plays a key role, with the difference between the black and
white background colours, ensuring the elements to stand out, while the border
is created by thick red lines. Emphasis is placed on the illustration
of the turtles that transform into plastics, which captures viewer's attention
first. Balance is achieved through the symmetrical arrangement of
elements, creating visual stability. While Repetition can be seen from
the repeated pattern of turtles and plastics, adding rhythm and highlights the
gradual transformation.
Lastly, Symbolism can be seen, with the turtles that
represent nature and plastics symbolize pollution. The integration of Image and Word reinforces the visual metaphor. The phrase "When you realize, it might
be too late" amplifying the urgency of the message.
3. Interpretation
I noticed that the artwork above took inspiration from one of the M. C.
Escher's artworks, titled Sky and Water I. Moreover, the artwork above
visually represents the impact of plastic pollution on marine life, especially
sea turtles. It can be seen from the illustration of how the turtles start to
transform into plastics. It was designed to raise people's awareness of
plastic pollution, which is damaging marine wildlife. The message is
reinforced by the quote at the bottom right: "When you realize, it might be
too late."
Littering itself is the act of improperly disposing of waste in public places.
This can harm wildlife, pollutes the environment, such as the air, water, and
land. It also make our surroundings look dirty. We must start to stop
littering, especially on beaches to keep our environment clean and healthy,
and by doing that, we can also help wildlife have a better life and health,
reducing the risk of extinction.
Ideation
We were tasked to create 3 different sketches based on the artwork that we
have chosen before. For all of the sketches, I took my chosen artwork as
inspiration from its meaning, which tells about the impacts of plastic
pollution that could endanger sea turtles.
1. Visual References
Fig 3.2 Visual References
Fig 3.3 Visual References
Fig 3.4 Visual References
Fig 3.5 Visual References
Fig 3.6 Visual References
Fig 3.7 Visual References
Sketches
Fig 3.8 First Concept
Rationale for Fig 3.8:
For the first sketch, I wanted to show that the turtle no longer has its
shell, so it uses a plastic bowl instead. We can also see scattered plastic
waste caused by human littering. The meaning of the poster is reinforced by
the quote at the bottom, "Homeless in their own ocean."
The artwork above incorporates three design principles. Emphasis is placed on the turtle illustration as the focal point of the poster, drawing the viewer's attention. Contrast is shown through the size differences of some objects. However, the large turtle stands out against the scattered smaller pieces of plastic waste, symbolizing how pollution overwhelms marine life.
Fig 3.9 Second Concept
Rationale for Fig 3.9:
For the second sketch, I wanted to create a satirical poster. It shows a
child in a museum who doesn’t know what a real turtle looks like due to the
older generation’s harmful actions that led to the extinction of sea
turtles. This could become a reality if humans do not stop littering plastic
waste in the ocean.
The artwork above applies emphasis to the artificial turtle in the display case in the museum as the main focal point, highlighting the idea that turtles may no longer exist in the future due to humans' harmful actions. Contrast can be seen between the realistic human figures and the artificial turtle. Moreover, the differences emphasize the unnatural replacement of real turtles, underscoring the consequences of environmental harm. Then, the combination of words and images plays a key role in conveying the message of the poster. Lastly, The whole poster is also balanced because it follows the rule of thirds.
Fig 3.10 Third Concept
Rationale for Fig 3.10:
For the last sketch, I wanted to depict plastic waste floating on the ocean,
forming the shape of a turtle, while the real turtle appears only as a
shadow. This represents the disappearance of sea turtles due to human
littering.
The artwork above applies emphasis by making the plastic waste-looking turtle as the focal point of the poster. Moreover, the symbolism of the plastic waste as a sea turtle represents the harmful effects of plastic pollution on wildlife. Furthermore, the turtle's positioning creates a sense of movement, making it appear as if it is swimming. Also, the balance of the poster is achieved through the application of the rule of thirds. Additionally, the integration of words and images also plays an important role in communicating the poster's environmental responsibility message.
4. FEEDBACK
Week 4: Dr. Jinchi suggested me that the explanation of M. C. Escher's artwork
should be included in the interpretation phase. Moreover, I should
mention that both the Principle of Similarity and the Principle of
Figure/Ground are Gestalt theories. I can also extend the interpretation
by explaining the importance of not littering and preventing ocean
pollution from plastic waste. Furthermore, I need to explain the design
principles of each of my sketches. Lastly, Dr. Jinchi advised me to
rearrange the visual references and place the credits below each
pictures to make them clearer.
Week 5: Dr. Jinchi realized that both my second and third sketches contain the rules of the third design principle, so I can incorporate that into my rationale. Moreover, Dr. Jinchi helped me visualize my first sketch better by arranging the objects to resemble a seaside beach view, making it clearer that the image depicts a beach. Otherwise, everything is well done, and I can continue with my next task.
5. REFLECTION
Experiences
I had fun analyzing the poster I chose, especially during the task where we were asked to improvise the poster into three different ideas. I was able to use my creativity in creating the sketches, keeping the same message as the original poster but visualizing it with my own ideas.
Observation
I was very happy to develop my skills in applying design principles to my work. Although sometimes it was a bit confusing and I faced a dilemma in choosing the best approach, I enjoyed the process. It was challenging, but I felt fulfilled experimenting with different ways to apply various design principles to each of the posters.
Findings
I’m glad I was able to go through the process with enjoyment. I also gained valuable knowledge through the feedback Dr. Jinchi gave to me and my other friends. This helped me learn more and develop a deeper understanding of design principles, which will be useful in my future work.
6. FURTHER READING
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