Design Principles | Task 2 - Visual Analysis & Ideation
|| 17/2/25 – 3/3/25 (Week 3 – Week 5)
|| Tee Zi Tong, 0366165
|| Design Principles
|| Task 2: Visual Analysis & Ideation (40%)
CONTENT LIST
1. Module Information Brief
2. Lectures Notes
3. Task 2: Visual Analysis & Ideation
4. Reflections
MODULE INFORMATION BOOKLET
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LECTURES NOTES
Lecture 4: Harmony & Unity
Harmony:
- Design elements become harmonized objects that form a unified presentation when properly related to each other. Uniformity in theme or style or mood creates this effect successfully.
- Visual appealing elements increase the beauty of compositions which simultaneously captures viewer attention.
Unity:
- Elements in balanced positions produce the perception of complete unity.
- Design purposes split these two terms despite their overlap as concepts. In contrast to its emphasis on coherence harmony has distinct function from unity in design as unity focuses on the collective work of elements to produce unified compositions while preventing components from appearing disunited.
Scale & Proportion:
- Within a design elements maintain their relative size against other design components.
- The connection between multiple design components falls under proportion's domain. A combination of effective use between scale and proportion creates design harmony through unity.
Lecture 5: Symbol, Word & Image
Symbols:
Visual symbols serve as an effective communication method since they display concepts and objects to people. Complex information becomes easy to understand through their symbolic representation which links abstract ideas to those who observe them. The flexibility and quick communication capabilities of symbols serve as reasons for their tremendous efficacy in design fields.
- Arbitrary Symbols - The symbolism lacks any visual relationship with its descriptive meaning. Human beings establish their meanings through assignment processes instead of drawing them from visual similarities. Most engravings follow rules of geometry alongside color systems.
- Abstract Symbols - These visual signs maintain similar shapes to their original forms with a reduced number of details.
- Pictorial Symbols - The symbols directly represent visual imagery through simple and basic visual representations.
Word & Image:
- Images serve as strong communication tools which exist both in print and digital domains. When used effectively images establish brand and conceptual relationship with their audience.
- Well-selected typefaces combined with structured arrangements serve as typography's main strengths for message delivery.
- Release designated strategic links between words and images to maximize meaning because the combination creates more impactful results in design. A well-selected image combination with the appropriate textual content reinterprets the entire design meaning.
TASK 2- VISUAL ANALYSIS & IDEATION
Instructions
Timeframe: 2 weeks (Week 3 - Week 5)
Deadline: Week 5
Description:
This task requires you 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.
Requirements:
In your Task 2 Visual Analysis & Ideation post in the blog,
1. Recap Task 2 brief.
2. Write a 300- to 350-word visual analysis of the artwork you selected from the art gallery. Refer to Visual Analysis lecture notes and guide to write the visual analysis.
3. Next, using your design principles knowledge, sketch 3 ideas on how the selected design can be improved. Describe each idea and support it with a rationale in about 30-50 words. You may include some visual references (cite the sources) that inspire your own ideas. Plagiarism in any way (p. 13 of MIB) will result in an F grade for the overall module and the student will be subjected to the policies of the University concerning academic misconduct. You shall also adhere to the guidelines and expectations for the responsible use of GenAI.
4.Feedback from the lecturer
WORK PROGRESS:
Discuss and show your progress to your lecturer to get approval each week.
Your weekly attendance will be marked upon consultation.
Submission
Task 2 blog link (make sure it is under the label of Design Principles GCD60804)
Recap for Task 1
Link to Task 1 - Design Principles | Task 1 - Exploration
The Persistence of Memory
Title: The Persistence Memory
Artist: Salvador Dalí
Year: 1931
Medium: Oil on canvas
Size: 24 cm × 33 cm
Source: The Persistence of Memory
350-word visual analysis
Observation:
A surrealist Salvador Dalí presented in 1931 The Persistence of Memory which features a dreamlike scenery with melting watches in bizarre deformities. Dalí painted a composition which shows an empty desert-like landscape containing a central shape that people believe represents his distorted self-portrait. The three distorted timepieces hanging from objects in space produce a powerful atmosphere of time erosion while suspended on a tree limb and a platform and the central figure. The fourth timepiece remains solid yet closed and tightly placed on top of the platform where ants swarms. During the background a mountainous shape appears which Dalí frequently included as an element in his work. The artistic composition mixes soft yellowish colors together with deep blue and brown shading. White light changes with harmony as it evolves from light yellow tones at the ocean line into deep blue tints above. The darker forepart allows viewers to see the clocks and figure clearly while they melt. A visual effect of unsettling allure arises from this juxtaposition of hard and liquid design elements.
Analysis:
The elements of balance and contrast allow Dalí to achieve dreamlike distortion. The artwork establishes an asymmetrical symmetry where most weight rests on its left half which displays the majority of visual elements. The central position holds the melting clocks which stand out through their fluid drooping appearance in contrast to their base background of flat horizontal lines. Through surrealistic techniques the work questions how viewers understand reality while integrating shaped clocks with organic shapes that oppose the picture's geometric style elements. The surreal nature of the piece becomes stronger through the color contrast between the warm golden background that stands against the cool blue and gray melting clocks. In an implementation of perspective Dalí establishes spatial depth through the coastline that extends backward to pull viewers from front to back positions. The arrangement of clocks obeys the rule of thirds which guides viewers to observe the entire scene from one end to another. Shadows and highlights enhance three-dimensional quality in the artwork whereas distorted objects maintain their actual texture. The sharp small elements like ants on clocks cut through the painting's smooth composition which reinforces simultaneously the themes of destructive decay and temporal weakness.
Interpretation:
Through a Freudian lens The Persistence of Memory by Dalí delves into themes about time as well as memory and subconscious elements. The melting clocks within the dream suggest that time behaves unlike reality since dreams present a flexible and non-committal quality of time. This desolate wilderness and deformed central form express the feeling of loneliness which points to the brittleness of human life. The Catalonia cliffs behind the scenes act as a fixed set of landmarks against the dream-like nature of time yet they were likely based on Dalí's hometown roots. As a frequent Dalí element the ants are shown moving on the closed clock to symbolize natural decay and universal time progression. The surrealistic shape in the center dissolves into the surrounding scenery which intensifies the audience's understanding of disappearing memory and identity. In this artwork Dalí portrays the gradual disappearance of time by creating a dreamlike atmosphere that borders on nightmare territory.
Symbolism:
- Melting Clocks: Represent the fluidity of time and its distortion in dreams.
- Ants: Symbolize decay, mortality, and the inevitable passage of time.
- Distorted Face: Possibly Dalí’s self-portrait, signifying the loss of identity or memory.
- Cliffs: A stable, unchanging element, representing reality or childhood nostalgia.
- Color Palette: Warm background tones contrast with the cooler foreground, emphasizing depth and surrealism.
In conclude, The Persistence of Memory is a powerful surrealist piece that challenges conventional perceptions of time and reality. Containing dreamlike atmosphere, use of contrast, and symbolic elements, it is one of cinema’s most iconic works and leaves a powerful impression on viewers alike.
Sketches & Ideas
Idea 1 -
Idea and Rational:
Introduce a more pronounced atmospheric perspective by increasing the contrast between foreground and background. The distant cliffs could fade into a hazier blue to create a stronger sense of depth. This adjustment enhances spatial realism, making the melting clocks appear even more surreal against a vast and distant landscape. The subtle fading effect would also guide the viewer’s eye through the composition more naturally.
sea view by J.M.W. Turner
Idea 2 -
Idea and Rational:
The dreamlike quality can be amplified by distorting more components through both bending the horizon and placing floating sky clocks into the scene. Through elongation and twisting of the tree structure the theme of time warping would gain greater prominence. The use of floating clocks represents time which transcends physical boundaries.Reference: René Magritte’s surrealist works, which distort reality in unexpected ways.
Idea and Rational:
Transform the lighting conditions by increasing illumination between bright zones and dark regions. The artificial lighting should produce stronger effects to illuminate the melting clocks while generating intense shadows on the ground level. The altered lighting would increase dimensionality which would make surreal elements seem more accessible to touch although the artist maintains their dreamlike qualities. The establishment of stroking light versus darkness patterns would strengthen the symbolism of time and its fading process.Reference: Caravaggio’s The Calling of Saint Matthew, which uses chiaroscuro (strong light and shadow) to emphasize key elements in a composition.
The Calling of Saint Matthew by Caravaggio
REFLECTIONS
In conclusion, this second task was an engaging and insightful experience, allowing me to apply my understanding of design principles in a practical way. It encouraged me to think critically and creatively while analyzing how an artwork’s effectiveness could be enhanced. Through this process, I realized that every artwork, no matter how iconic, has potential for refinement. By closely examining its composition, elements, and principles, I learned how subtle modifications can improve visual impact and communication. This task reinforced the idea that design is an evolving process, where thoughtful adjustments can make a piece even more compelling and meaningful to its audience.
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