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Design Principles ~ Task 2 : Visual Analysis & Ideation

17 Feb 2025 - 3 Mar 2025 (Week 3 - Week 5)
Justin Cleon (0375523)
Design Principles | Task 2 : Visual Analysis & Ideation

Table of Contects

1. Instructions
Task 2 : 
This task requires to assess, investigate, document and analyse the existing art/design work you selected in Task 1. You will study the design principles found in that work, as well as the size, placement, purpose, effectiveness of the design.


2. Lectures

Introduction
Visual Analysis
• A method of understanding design that focuses on the visual elements and principles.
• Strictest definition (a description and explanation of visual structure for its own sake).
• Purpose: Recognise the choices that a designer made in creating the design, as well as better understand how the formal properties of a design communicate ideas, content, or meaning.
• A critical part of visual literacy (a skill that helps people read and critically interpret images).
• Practising visual analysis sharpens critical judgment skills and helps people seek out answers instead of passively receiving information.

Visual analysis can include three (3) phases:
Phase 1: Observation
• Closely looking at and identifying the visual elements of a design, trying to describe them carefully and accurately in your own words.
• The observation phase is about looking, thinking, and finding good language to communicate what you notice.

• Phase 2: Analysis
• Requires us to think about your observations and try to make statements about the work based on the evidence of your observations.
• Think about how the specific visual elements that you’ve identified combine to create design principles that complete that work of design/art, and the effects on the viewer.
• How are your eyes led through the work and why? Apply the design principles knowledge you have learnt.

• Phase 3: Interpretation
• Observations, description, and analysis of the work are fused with facts about the design work (in some cases the designer) and historical context (trustworthy & published sources).
• What is the meaning of the design?
• What was the purpose for it to be created?

3. Task 2 - Visual Analysis & Ideation
After selecting artwork in Task 1: Exploration, we had to assess, investigate, document, and analyse based on Visual Analysis lecture notes. Then, we will create 3 sketch ideas and describe how the chosen idea could be improved, with our design principles knowledge. 

Selected Artwork/Design

Figure 3.1 The Wild Robot Poster

"The Wild Robot"
Production Company: DreamWorks Animation
Year: 2024
Size: 60.9 cm x 40.6 cm
Medium: Digital art

Visual Analysis
Phase 1: Observation
The poster is created in a portrait format, with a minimalist, text centric design, and prioritizing typography to convey thematic contrasts and emotionally engaging composition. The upper section of the composition, placement of "DreamWorks" and "Lupita Nyong'o" creates a balanced hierarchy of information. Additionally, the tagline underneath, there were additional elements of the release date is clearly visible.

The warmth of the fox interacts with the glowing yellow eyes of the robot contrasting against the darker background, emphasizing its presence with the poster title displayed centrally in a rough, textured yellow font, making it feel that it aligns with the theme of background. (103 words)

Phase 2: Analysis
The artwork composition well-balanced by drawing the attention to the central characters and making the natural forest environment with warm and cool tones to frame without overwhelming the main subjects (Contrast & Balance). Additionally, the fox and bird touching the robot show a mix of nature and technology. Their positioning and lightning draw the viewer's eye toward this moment of emotional connection (Emphasis). Last but not least, the title "THE WILD ROBOT" is placed in large, bold, texture letters near the top, making it the most dominant element after the characters (Hierarchy). (91 words)

Phase 3: Interpretation
The Wild Robot, created and directed by Chris Sanders (Lilo & Stitch, How to Train Your Dragon) obtain critical reception from famous publications, such as the movie performing a sly, absorbing, and effective storytelling (The Guardian), also adapted from Peter Brown's novel, computer-generated extravaganzas clogging up the animated zoological canon. This is a work that cares most about two (2) things: feeling and great beauty (New York Times).

For the poster, it shows the connection between the robot and the wild nature environment, with a peaceful and emotional scene when a robot is lying on the ground in a lush forest. In addition, it conveys exploring the goal of artificial intelligence adapting to the real world, self-discovery, and forming surprising connections. The more time we spend with the robot, the more its programming trains on new input to use the parlance of generative AI. (143 words)

Sketches

Sketch 1

Figure 3.2 Sketch #1 (Rough)

Figure 3.3 Sketch #1

For the first one, I want to appear more emotive and relatable like another poster from The Wild Robot poster. It makes it like hiding or watching, but the eyes seem curious and also explore themes of nature and technology to survive in the wilderness.

Sketch 2

Figure 3.4 Sketch #2 (Rough)

Figure 3.5 Sketch #2

The second one, I want to make references from Kubo and the Two Strings poster. It would make the composition walk together through the forest with warm colors and lightning to create a sense of adventure and unity.

Sketch 3

Figure 3.6 Sketch #3

4. Feedback

Week 4
General Feedback : Consultation with Mr. Vinod to review Task 2 (Visual Analysis & Ideation).

Specific Feedback : After receiving feedback, Mr. Vinod told me to observe based on what you can see. Then, we can do analysis with design principles and interpretation (can contain factual/cited content from sources).

Week 5
General Feedback : Consultation about the sketches and receiving some feedback.

Specific Feedback : Mr. Vinod told me to improve the sketches further.

5. Reflection

Experience
My experience with Task 2, especially making sketches, was challenge and enjoyable. However, I needed a lot of improved to get the best quality sketches on each element of design principles.

Observation
For observation, the process involves asking Mr. Vinod to review my work. Additionally, feedback and comments from other friends has helped me to improve and for me to complete the assignments.

Findings
Overall for Task 2, for me, the extensive knowledge and the information that I have gotten about Design Principles. While making comments about design elements might seem straightforward, however, deeper understanding shows the complexity and depth of the subject. The knowledge that I have gotten from this learning experience, even though it does not immediately applicable, may prove that it is valuable.

6. Quick Links


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