Design Principles | TASK 2: Visual Analysis & Ideation
17/02/25 - 03/03/25 [ Week 3 - Week 5 ]
Nicco Chew Jin Xun (0366563)
Design Principles | Bachelor of Design (Hons) In Creative Media | Taylor's University
Lecturer: Mr. Martin Chong
Table of contents
Task 2 : Visual & Analysis (30%)
2. Lectures
3. Task 2 / Progress
4. Feedback
5. Reflection
Instructions
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Lectures
Visual Analysis
- A method of understanding design that focuses on the visual elements and principles.
- In its strictest definition - a description and explanation of visual structure for its own sake.
- Purpose : To recognise the choices that a designer made in creating the design, as well as to 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
[ museum, on social media, in entertainment, advertising, or the news ]
How does Visual Analysis work ?
There are three phases:
- Observation means closely looking at and identifying the visual elements of a design, trying to describe them carefully and accurately in your own words. Do not read beforehand about the design at all.
- Looking, thinking, and finding good language to communicate what you notice.
- Think about the observations & try to make statements of work based on the evidence of 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.
Phase 3: Interpretation
- [ What is the meaning of the design? What was the purpose for it to be created? ]
Task 2 / Progress
Selected Design
Phase 1: Observation
This artwork features a vibrant and playful arrangement of various fruits, arranged in a visually engaging composition. The colours are bold and saturated, creating a lively and energetic atmosphere. The fruits appear stylized, with exaggerated shapes and smooth, simplified forms that enhance their visual appeal. There is a strong use of repetition, as similar fruit elements are scattered across the design, forming a rhythmic and balanced pattern. The background contrasts with the bright fruits, helping them stand out and catch the viewer’s attention. The composition is well-structured, with the elements distributed evenly, creating a sense of harmony and unity. Some areas of the artwork feature overlapping shapes, adding a sense of depth and layering. The smooth, clean edges and uniform colours give the artwork a modern and graphic quality, making it visually striking and engaging.
Phase 2: Analysis
This design demonstrates asymmetrical balance, where the elements are distributed dynamically across the composition rather than being perfectly centered. The emphasis is placed on the fruit and the accompanying typography, which stand out due to their bold colours and contrasting placement. The repetition of fruit shapes, particularly the sliced citrus pieces, establishes a visual rhythm that guides the viewer’s eye across the design. This repetition not only enhances unity but also strengthens the overall composition. Besides, the use of Gestalt principles of figure-ground relationship can be seen through the hand, fruit, and text stand out against the dark background, creating a clear distinction between foreground (the main elements) and background (the textured black area). Another Gestalt principles of closure can be seen through the large, cropped typography ("fruit?" and "yes, please") is partially obscured, but our brain naturally fills in the missing parts to read the words clearly.
The artwork also exhibits movement, achieved through the organic flow of the typography and the scattered arrangement of the fruits. The curved lines and the placement of elements create a natural visual path, leading the viewer’s gaze from one part of the design to another. The contrast between the black background and the bright, saturated fruit colours makes the elements pop, ensuring clarity and strong visual impact. Additionally, the varying scale of the fruits and text contributes to a sense of hierarchy, directing attention first to the most prominent pieces before allowing the viewer to explore the details. Together, these design principles create a composition that is visually engaging, playful, and cohesive.
Phase 3: Interpretation
This design appears to be a promotional or decorative piece that celebrates the vibrancy and freshness of fruit, possibly for a brand, an event, or a campaign promoting healthy eating. The playful composition and bold use of colour reflect contemporary graphic design trends, particularly those seen in advertising and packaging design. The exaggerated stylization of the fruits and the dynamic typography create an engaging and eye-catching visual that appeals to a youthful, energetic audience. The design’s aesthetic aligns with modern minimalist and pop-art-inspired visuals, which focus on bold colours, simple forms, and striking contrasts. This approach is commonly seen in commercial branding, where clarity and visual impact are prioritized. Additionally, the repetition of fruit elements and the strategic use of contrast suggest an emphasis on freshness and abundance, reinforcing the theme of natural, healthy consumption.
#Sketch 1:
Rationale:
This sketch reimagines the original poster with a hand-drawn, organic feel, enhancing its expressive and personal nature. The irregular, rough-edged typography and gestural linework create a more intimate and dynamic visual impact. By adjusting the composition, the design guides the viewer's eye from the text “fruit?” that placing around the fruit bowl instead of behind it to make the message more balanced, finally resting on the bold “YES PLEASE.” The intention is to create a more balanced and visually engaging hierarchy while maintaining a sense of warmth and authenticity.
Rationale:
This sketch reimagines the original poster with a hand-drawn, organic feel, enhancing its expressive and personal nature. The irregular, rough-edged typography and gestural linework create a more intimate and dynamic visual impact. By adjusting the composition, the design guides the viewer's eye from the text “fruit?” that placing around the fruit bowl instead of behind it to make the message more balanced, finally resting on the bold “YES PLEASE.” The intention is to create a more balanced and visually engaging hierarchy while maintaining a sense of warmth and authenticity.
Design Principles Applied
1. Typography & Hierarchy
- The large and bold "YES" establishes a strong focal point, emphasizing the response.
- The irregular, freehand type creates a handcrafted aesthetic, reinforcing an emotional connection.
- The text is arranged to ensure readability while enhancing movement throughout the design.
- The large and bold "YES" establishes a strong focal point, emphasizing the response.
- The irregular, freehand type creates a handcrafted aesthetic, reinforcing an emotional connection.
- The text is arranged to ensure readability while enhancing movement throughout the design.
2. Contrast
- The high contrast between the black background and the soft, muted linework ensures the elements stand out.
- Different text sizes and weights differentiate between emphasis points (question vs. response).
3. Balance & Composition
- The design is asymmetrically balanced, with the large typography at the bottom counteracting the floating "fruit?" at the top.
- The diagonal placement of the hand and bowl guides the viewer’s eye naturally through the composition.
4. Gestalt Theory
# Principle of Continuation:
- The hand and the fruit bowl lead the viewer's eye downward in a natural motion.
#Sketch 2:
Rationale: This sketch restructures the composition to enhance readability and impact. The word "YES" is placed prominently at the top, immediately drawing attention, while "FRUIT?" and "PLEASE" are arranged strategically to maintain a natural reading flow. The hand holding the fruit bowl remains a central focal point, reinforcing the theme of offering and sharing. Additional line details and fruit illustrations add texture and depth without overwhelming the composition. By refining the layout, the design achieves a more dynamic and engaging visual appeal while preserving the essence of the original message.
Design Principles Applied
1. Emphasis & Hierarchy
- The word "YES" & "PLEASE" is the most dominant element due to its large size, creating an immediate focal point. The other text elements are arranged to guide the viewer's eye naturally through the composition.
2. Contrast
The bold, blocky typography contrasts with the organic lines of the hand and fruit, making the composition visually engaging. The dark background further enhances the contrast.
3. Movement
- The placement of the text and the tilted angle of the hand encourage eye movement from top to bottom, leading the viewer through the design in a smooth and intentional manner.
#Sketch 3:
Rationale:This composition explores the theme of offering and acceptance, using dynamic typography and expressive line work to evoke movement and emotion. The tilted perspective of the hand and fruit bowl creates a sense of depth, drawing the viewer’s eye from the question "fruit?" at the top to the bold response "YES PLEASE" at the bottom. The staggered arrangement of the text adds an element of spontaneity, reinforcing the conversational tone. The inclusion of apples at the bottom and a small handwritten passage on the left further enrich the visual narrative, hinting at a deeper personal or metaphorical meaning behind the artwork.
Design Principles Applied
1. Typography & Expressive Forms
- The text varies in size and positioning, adding a sense of spontaneity and visual rhythm. The mix of serif and hand-drawn fonts contributes to an organic, personal aesthetic.
2. Movement
- The slanted typography and diagonal hand placement create an asymmetrical yet dynamic balance. The composition encourages the eye to move from top to bottom fluidly.
Feedback
- Week 4 [ 24/02/25 ]
General Feedback:
Show Mr Martin 3 sketches next week, the sketches can't be random and have to do it based on design principle we observed through Task 1. Besides, the sketches have to be support by simple writings which is about 30 - 50 words.
General Feedback:
Done showing Mr Martin 3 sketches, he think sketch 1 & sketch 3 is good for me to continue doing for Task 3. Mr Martin also gave us suggestions that Task 3 have to include all the process of creation, drafts of the sketches and picture references. Task 3 isn't about texting our skills, it's about how do we apply design principle's knowledge to create artworks.
Reflection
Experience
This task was an interesting challenge that pushed me to engage more deeply with the creative process. Building upon the visual analysis from Task 1, I had to rethink and explore new ways to improve the original design. Sketching out three different variations allowed me to be more experimental and step outside my usual approach. It was exciting to reimagine the artwork with fresh ideas, and I found myself considering aspects I hadn’t paid much attention to before, such as balance and flow.
Observation
Even minor modifications in a design can significantly alter the way it is perceived. Adjusting proportions, repositioning elements, or tweaking the contrast can shift the focus and overall impact of the artwork. I noticed that each of my sketches conveyed a slightly different mood, even though they were based on the same core design.
Findings
Through this exercise, I gained a better understanding of how composition and structure influence visual storytelling. Experimenting with different perspectives helped me see how spatial arrangement affects the viewer’s engagement. I also realized that refining an artwork isn’t just about improving aesthetics but also about enhancing the message it communicates.
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