DESIGN PRINCIPLE - TASK 2 (VISUAL ANALYSIS & IDEATION)
Week 3-Week 5 (17/02/2025-03/03/2025)
Jennifer Michelle Hiendrawan/0374682
Design Principle/Bachelor of Design (Honours) in Creative Media
Task 2-Visual Analysis & Ideation
TABLE OF CONTENTS
1.Lectures
3.Task
5.Feedback
1.LECTURES
VISUAL ANALYSIS
-A method of understanding design that focus on visual elements and principles
-The purposes are to recognize the choices that a designer made in a design and understand how a design communicates ideas, content, or meaning
-A skills that help people read and critically interpret images
HOW DOES VISUAL ANALYSIS WORK?
- OBSERVATION
-Closely looking and identifying the visual elements of a design, describe it carefully
-Do not read beforehand about the design at all
-Looking, thinking, and finding good language to communicate what you notice
- ANALYSIS
-Think about your observation and try to make statements based on the evidence of your observation
-What kind of design principles that the artwork/ design has and the effect on the viewer
- INTERPRETATION
-Your observation, analysis, and description are fused about facts about the design work (also the designer) and some history that is thrustworthy.
-What is the meaning of the design? What is the purpose?
2.INSTRUCTIONS
3.TASK
RECAP TASK 2 BRIEF
For task 2, we must write 300-350 words visual analysis of the artwork that we selected.We can study about how to write the visual analysis by looking at the lecture notes.Next, we must sketch 3 ideas that can improved the design that we selected by using the principles of design that we have learned.We also should make the rationale and describe it in about 30-50 words.Last, include the visual references that inspire our own idea.
VISUAL ANALYSIS
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Fig 3.1 Chosen Artwork (Week 3, 23 /02/2025)
Title:Grow Your Own Food
Artist/Designers name:Abram Games
Year:1942
Size:74 x 49 cm
Medium:Lithograph
Observation
The format of the design is portrait. The main focus of this poster is the illustration placed on the center which are the combination of spades and ships. Here i observed that there are 2 sides of illustration at the foreground, which are the field (with green grass and brown soil) and also the sea (with blue colors and also white waves). I observed that there is text at the middle and at the bottom of the poster.It is bigger, and accompanied with smaller text below it. The text has two colors, which are white and yellow. The main colors of the poster are blue, white, green, brown, and black. There is a gradation for the background that makes it more alive. (117)
Analysis
We can immediately look that this design is symmetrical inbalance because there is an equal weight and arrangement on both sides. It also has contrast color, because the shapes and the ships on the middle are darker than the background and foreground. Therefore, the main focus or the emphasize will be on that illustration. The waves flow on the right side create a movement, because when we see the design, our eyes will follow the move from left to right. The design also uses repetition to create the field on the left side (using green and brown colors), and also to create the waves of sea on the right side (using blue and white colors). There is also Principle of Continuation applied in the design because it makes our eyes follow the paths and lines (on the field and also on the sea), although it is not very effective in its application. (148)
Interpretation
This poster was design by a famous graphic designer, Abram Games who was approached to produce a recruitment poster for the Royal Armoured Corp at the start of World War II. The aim of the poster was to encourage British soldiers so that they can cultivate the land that surrounded their quarters and also make the country as self-sufficient as possible due to there were a great loss of life because merchant ships were sunk, which we can see from the illustration and the word "use spades not ships". Abram Games artwork was smooth and also strong if compared to other work back then. The style of this artwork are simple, bold, and colorful images that really highlighted the meaning of the design. (123)
TOTAL WORDS:388
SKETCH (IMPROVED ARTWORK)
First sketch
Initial Sketch
Fig 3.2 First sketch (initial sketch) (Week 4, 02/03/2025)
Final sketch after feedback
Mr. Vinod said that the first sketch kind of decent, however maybe i can move the words inside the spade or on the center of the poster. Therefore, i create the final sketch based on his feedback.
Fig 3.3 First sketch (final sketch) (Week 4, 02/03/2025)
Reference
Fig 3.5 Reference (Week 4, 02/03/2025)
Fig 3.6 Reference (Week 4, 02/03/2025)
Description
This design emphasize the man who hold the spades in the right side because the size is bigger than the other illustrations. Therefore, it will be the main focus. The plants on the soil create repetition by repeating the same elements to create harvest. The sea on the middle create movement and principle of continuation because the water seems moving and our eyes follow the movement of the waves. Emphasis also given for the text” YOUR OWN” as it is the main message from this poster. Moreover, word and image also used to describe and highlight the message.
Rationale
I want to create a poster that highlight the man who is holding the spade by making it bigger than the other because the main message to convey is “use spades”. We must use the spades dig the soil and planting plants to produce our own food. At the back, i made an illustration that we musn’t use ships because it were sunk. Therefore, producing YOUR OWN food is the only way to survive.
Second sketch
Initial sketch
Fig 3.7 Second sketch (initial sketch) (Week 4, 02/03/2025)
Final sketch after feedback
Mr.Vinod said that for the second sketch, the wording became so heavy on the right side, so maybe i can add more hands (maybe 3 hands) because that might balance the number of the sentences on the right side of the poster. Therefore, i came out with the new idea and sketch
Fig 3.8 Second sketch (final sketch) (Week 4, 02/03/2025)
Reference
Fig 3.9 Reference (Week 4, 02/03/2025)
Description
The design emphasize the hand that holds the spades in the middle because it is bigger than the other and in the center of the poster. There is principle of foreground used in this poster, we see two illustration on the middle. We can see the ships and also at the same time, we can see the spades on the middle. This poster create repetition to create the waves and also the plants for the soil and the sea. Moreover, it also creates movement and principle or continuation the water seems moving and our eyes follow the movement of the waves.
Rationale
I want to create a concept where the viewers can see the spades and ships at the same time because i combine two illustrations became one. The poster emphasis the hand that hold the spade to convey that we must use spade to produce our own food. The spades in the middle “broke” the ships because it cannot be used anymore to produce food. Therefore, the only way to survive is by producing our own food (digging the soil), which is illustrated in the middle (bottom).
Third sketch
Initial sketch
Fig 3.10 Third sketch (initial sketch) (Week 4, 02/03/2025)
Final sketch after feedback
Mr.Vinod said that the third sketch perspective is boring and kind of empty on the top. He told me to take a look at the medieval paintimg perspective. Therefore, i create the final sketch based on the medieval painting perspective.
Fig 3.11 Third sketch (final sketch) (Week 4, 02/03/2025)
Reference
Fig 3.13 Reference (Week 4, 02/03/2025)
Fig 3.14 Reference (Week 4, 02/03/2025)
Fig 3.15 Reference (Week 4, 02/03/2025)
Description
This poster emphasis the man in the middle holding a spades because it is in the middle and bigger than the other illustations, therefore it will be the main point. Repetition is used to create the plants and also the food on the table. Moreover, the poster also use word and image to convey the right message and make the viewers understand about the meaning of the poster.
Rationale
I want to create a concept where the spades that hold by a human break the ships because the ships weren’t able to produce food anymore, it were sunk. I want to convey a message that the only way to produce food is by digging using the spades, therefore i create a soil behind the person to illustrate more that the only harvest can save human lives, and it is obtained by digging using spades. I also illustrate the yummy food on the table as a result of the food production process.
4.REFERENCE LINK
Abram Games (1944-1946). Artyfactory. (n.d) https://www.bing.com/ck/a?!&&p=bad3bb740de0c52a27e19a728092e1fdeef704c84703b110c90eb1dd85a77e6bJmltdHM9MTc0MDI2ODgwMA&ptn=3&ver=2&hsh=4&fclid=1598b00e-df5d-6998-3ffd-a4fade0b680f&psq=Abram+Games+(1914-1996)&u=a1aHR0cHM6Ly93d3cuYXJ0eWZhY3RvcnkuY29tL2dyYXBoaWNfZGVzaWduL2dyYXBoaWNfZGVzaWduZXJzL2FicmFtX2dhbWVzLmh0bQ&ntb=1
Abram Games. Wikipedia. (n.d). https://www.bing.com/ck/a?!&&p=d7f800f41356bdea4893c06b7e42c5c7a03e0d4620186807bc892bfe4ec0ba5aJmltdHM9MTc0MDE4MjQwMA&ptn=3&ver=2&hsh=4&fclid=1598b00e-df5d-6998-3ffd-a4fade0b680f&psq=abram+games+wikipedia&u=a1aHR0cHM6Ly9lbi53aWtpcGVkaWEub3JnL3dpa2kvQWJyYW1fR2FtZXM&ntb=1
5.FEEDBACK
Week 4
General Feedback:Consultation with Mr.Vinod for task 2 about visual analysis
Specific feedback: Please add spaces after the full stops. Change the “symmetrical balamce” to “symmetrical inbalance”. The part “main focus” on analysis should be changed to emphasize. In your analysis, if you come across something that is negative, also you can make mention of it as well. The world two should be written as “II”. For the analysis part of the continuous flow, you can add” Although is it not very effective in its application”.
Week 5
General Feedback:Last consultation with Mr.Vinod for task 2
Specific Feedback:First sketch is quite interesting. For the second sketch, the wording became so heavy on the right side, so maybe you can add more hands (maybe 3 hands) because that might balance the number of the sentences on the right side of the poster. The third sketch perspective is boring and kind of empty on the top. First sketch kind of decent, however maybe you can move the words inside the space or on the center of the poster.
6.REFLECTION
Experience
After learning about how to improve an artwork using design principles, i got a lot of new knowledge and experience. Now i know how to create a good composition of design and also how to emphasis some elements to make it stands out than the other. It really important to create main focus. If we can combine the principle of designs in a right way to create an artwork, it will be very eye-catching and can convey the right message.
Observations
After some obeservation during design principle class, now i know that making a design is not done carelessly, however it is done by considering the composition so that it looks attractive and also uses several design principles to make the design looks more alive and interesting. Each design principle has it own function.
Findings
For me, learning design principles is very interesting because now i can create an artwork using the principles of design and not randomly create the design because i know which illustration should be the main point, how can i make the illustration stands out, and also how to make my design more interesting.
7.QUICK LINKS
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