DESIGN PRINCIPLES / FINAL PROJECT

 13.11.2022 - 3.12.2022 (Week 12  - Week 14)

Chang Sam / 0348449

Design Principles / Bachelor of Mass Communication (Hons) Digital Media Production

Final Project / Visual Analysis 

This project is all about utilising your understanding of design principles by presenting a study and artwork influenced by ONE DESIGNED visual material that has the theme ‘Reduced Inequalities’ - video games/ billboards/ television commercial/ movie clip/ etc.

1.0 VISUAL REFERENCES

Figure1.1 Inspiration from Pinterest

Figure1.2 Inspiration from Pinterest

Figure1.3 Inspiration from Pinterest

We were asked to choose a target from Sustainable Development Goal 10, and I aim with Target 10.1: Reduce income inequalities. To show the inequality in income, I decided to make contrast between a rich/poor scene. Inspired from a Korean movie, Parasite, it is a movie about class inequity. It shows how radically different the lives and circumstances of the rich and the poor areI think this two scenes in the movie show the inequality and describe the theme best. After the observe, I found some where I can start with my design which is the stairs inspired by figure1.3.

2.0 IDEA EXPLORATION

Figure2.1 First Draft

I tried to make a contrast between two scenes by making it a mirrored composition. Also, with the colour choice, one is bright and one is dusky to create the contrast. 

Figure2.2 Second Draft

After the feedback, I chose to adjust the colour of two background to make a better contrast. Also, I added some elements that I think can emphasise the inequality of richness and poorness. 

3.0 FINAL OUTCOME

Figure3.1 Final outcome

This artwork aims to show the inequality of income by the quality difference of their environment.

4.0 VISUAL ANALYSIS REPORT

Observe & Assess: The design principles applied, size, placement in all aspects of the visuals presented in the chosen work.

—The main design principle applied is contrast, two different colour tone scene combined and mirrored as an artwork. While it's contrasting, harmony design principle is also applied in both different scene. The colours match the vibe and theme of two different scenes. There's also balance, although it's not symmetrical but similar composition is used. Unity design principle also can be seen in this artwork, each element coexist with each other, creating a scene that conveying same message and making a harmonious visual. Lastly, there's also symbol design principle, some elements specifically symbolised richness and poorness (ex: painting on the wall vs vandalism on wall).

Investigate & Analyze: The purpose, and effectiveness of the visual motifs in the chosen work based on the theme.

—The main theme is to show inequality, according to the chosen theme Sustainable Development Goal 10, and I aim with Target 10.1: Reduce income inequalities. I compose the artwork with two scenes, and two contrasting scenes show differences in environment of class of income. About the colour choices, the rich side used a bright colour, which representing delight and hopeful. On the other side, the colour for poor side is dark, which representing hopeless and gloomy. The artwork shows how the inequality income leads to very different lifestyle and living environment. 

Rationale of Final Design

—This poster contrasts and illustrates the inequality between the rich and the poor. Two stairs were used as the major object in an upside-down contrast that showed a rich person's pleasant living environment on one side, and a poor person's depressing living environment on the other. 

5.0 FEEDBACK

Week12: Idea approve.

Week13: The idea is here, the composition looks fine. Suggested to make the two of the colour themes more contrast. 

6.0 REFLECTION

This project allowed many possibility of creativity, as we can chose from any form of media as a reference. It again shows how important design principle is in every artwork. As I want to present this artwork as a contrast artwork, I have to take care of the consistency of colour choices to make all element in this artwork blends well.  I enjoyed the process of making the artwork and as well as the whole semester. As the module requirement is not very strict in every assignment, we are allowed to create artwork without to much limit. In addition discovering many new techniques, tips, and creative approaches through the creating process, the idea exploration process allowed me to discover many amazing works that truly opened my eyes. My learning from this module will undoubtedly be useful in my future coursework or in any situation that calls for creativity.