Design Principles / Bachelor of Design (Honours) in Creative Media / School of
Design
For this task, we were required to develop our artwork based on the chosen sketch from Task 2. This meant refining the initial concept and transforming it into a complete and polished piece, focusing on details like composition, colour, and form, and applying design principles into the artwork.
Fig 2.1 Visual References
Fig 2.2 Visual References
Fig 2.3 Visual References
Fig 2.4 Visual References
Fig 2.5 Visual References
2. Sketch and Development
Fig 2.6 Chosen Sketch
Rationale for Fig 2.6: I chose this sketch because it has the best composition among the other sketches. Moreover, the plastic depicting the turtle creates emphasis, making it the focal point of the poster. I also applied the rule of thirds to ensure a well-balanced composition. Furthermore, since this poster is minimalist, it effectively conveys the message of environmental responsibility, allowing people to recognize its meaning quickly. My goal is to focus only on raising awareness about human environmental responsibility toward marine life.
Fig 2.7 Processes
In making the poster, I want to create it in Adobe Illustrator, since I have some experience and also want to polish my skills in Illustrator.
For Fig. 2.7, I began by tracing the outline of my sketch in Adobe Illustrator. After I finished the tracing, I roughly added some colours to the elements. I separated each element into different layers to make editing easier.
Fig 2.8 Processes
For Fig. 2.8, I realized that the plastic looked too stiff and unnatural, so I made it appear wrinkled and messy to give it a more natural look. Then, I added some details to the elements, the turtle's shadow, and the quote.
For Fig. 2.9, Dr. Jinchi suggested that the background could be lighter to create stronger contrast. She also pointed out that the typeface I used was not suitable, as the bold font was stealing the focal point from the plastic turtle. I then felt that my poster was too plain, so I decided to add water ripples effect that I created by myself using the Curvature Tool, Pen Tool, and Shape Builder Tool. Moreover. the reason I designed the ripples is to enhance the movement of the plastic turtle. Additionally, I also changed the spoon's colour to match the fork.
Fig 2.10 Processes
For Fig. 2.10, I changed the colour of my quote to white and also used a different typeface, which is Cambria Math Regular. Then, I made the water ripples effect look softer since it’s only for the background, so I lowered the opacity.
For Fig 2.11, I created a new background colour and used the Mesh Tool to add shadows. Then, I added an ocean texture to the background to enhance the water effect and make it more realistic.
For Fig. 2.12, I added details, such as highlights and shadows to the elements and background. I made the highlights where the sun hits and shines on the elements, as well as the shadows created by the each element of the plastic waste. Then, for the background, I darkened the edges of the poster by adding shadows to draw more focus, directly to the plastic turtle.
Fig 2.13 Processes
Afterwards, for Fig. 2.13, I realized that the plastic turtle was not aligned with the turtle's shadow, so I slightly rotated some of the elements.
Fig 2.14 Processes
For Fig. 2.14, I inserted the poster into Photoshop to refine the colouring. I adjusted the poster to have a stronger contrast and made it less green. I played with the saturation, colour balance, brightness, vibrance, and contrast.
Fig 2.15 Processes
Then for Fig 2.15, since it is an environmental responsibility poster, I added the WWF logo to the poster to make it look more professional and it also helps to enhance the meaning of the poster.
Fig 2.16 First Outcome
For the first poster outcome (Fig 2.16), I wanted to see if adding a dark border would make any difference. However, I noticed that the border made the poster appear somewhat off, so I decided to remove it.
Fig 2.17 Second Outcome
For the second outcome (Fig 2.17), I was quite satisfied with the second result. However, Dr. Jinchi suggested that I make both the plastic waste and the shadow appear larger and slightly to the left to reduce the excessive negative space. Then, I proceeded to change the typeface to Calibri Bold Italic and placed it higher, a bit overlapping the turtle shadow. Lastly, I added a white square background behind the logo so the colour can blend with the quote and the plastic, enhancing the movement of the poster. Overall, I feel that these changes make the poster look better and less awkward than before. (The result of this revised poster is shown below in the 'Final Outcome' section).
3. Final Outcome
Fig 2.18 Aveline Kristie_Before They Fade_Task 3
Title: Before They Fade
Artist: Aveline Kristie
Year: 2025
Medium: Adobe Illustrator & Photoshop
Font: Calibri Bold Italic
Rationale for Fig 2.18:
My poster's theme is environmental awareness about littering caused by humans, specifically its impact on marine life, particularly sea turtles. However, if this habit continues, it could really accelerate the extinction of sea turtles due to human negligence. That’s why I made this poster satirical by illustrating plastic waste floating in the ocean in the shape of a sea turtle, while the real sea turtle appears only as a shadow. This represents the disappearance of sea turtles as a result of human littering. My goal is to make my poster serve as an environmental awareness campaign, so I included the WWF logo in the bottom left corner. I kept the design simple and minimalist to ensure the message is clear, allowing people to quickly understand its meaning.
Furthermore, the "Before They Fade" poster above demonstrates several design principles. Gestalt theory, specifically the principle of proximity, can be seen as the human eye perceives the plastic waste elements as a unified group forming the structure of a sea turtle. Contrast is applied to the plastic waste's shadow, which is much darker than the background, and the vibrant colours of the plastic waste elements stand out against the plain background. The plastic waste and its shadow also serve as the focal point, meaning that emphasis is also applied. The simple and minimalist composition of the poster achieves a strong asymmetrical balance by using the rule of thirds to arrange the elements harmoniously. Moreover, movement is visible in the water ripples, suggesting that the plastic is drifting. Additionally, the visual hierarchy guides the viewer’s eye from the plastic waste to the quote in the bottom left and finally to the WWF logo. Lastly, the combination of words and images effectively enhances the moral message, with the turtle-shaped plastic waste symbolizing human littering.
3. FEEDBACK
Week 6: Dr. Jinchi suggested me that it would be better if the text were not bold. Moreover, the background colour could be lightened to create a stronger contrast with the plastic turtle. Additionally, I could add a WWF logo to make it look like an environmental awareness campaign poster.
Week 7: Dr. Jinchi advised that I should make the plastic waste and shadow bigger and slightly to the left to reduce the negative space. Then, she suggested that the logo should have a plain white square background so it blends better with the other elements.
4. REFLECTION
Experience
I feel that creating my own artwork and finalizing my idea was quite challenging. However, it was also a fun experience that allowed me to improve my skills, especially in applying design principles to my artwork.
Observations
Through this task, I realized that composition plays a crucial role in making a good poster. A well-balanced arrangement of elements helps to effectively convey the message and create a visually appealing design.
Findings
I learned that I need to pay more attention to typeface choices, ensuring that they suit my artwork and enhance the overall visual impact. Typography plays a significant role in reinforcing the message and improving readability.
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