DESIGN PRINCIPLES / FINAL PROJECT

September 07, 2022

DESIGN PRINCIPLES / FINAL PROJECT – VISUAL ANALYSIS

4.11.2022 - 2.12.2022 (Week 10 - Week 14)
Sheryl Pang Pui San / 0349746
Design Principles / Bachelor of Design (HONS) in Creative Media
Final Project: Visual Analysis

INSTRUCTIONS

Final Project: Visual Analysis

1. Within the theme of Reduced Inequalities, select an art/design work that revolves around the theme.

2. Provide a 50-word explanation for the choice you made.

3. Write a 500-word visual analysis, describing and analysing the design principles of the selected design, and discussing/interpreting the value and meaning of the design work (refer to Visual Analysis

lecture notes).

4. Create a work of design of your own, inspired/influenced by/reacting to the one you had analysed.

5. Write a 200-word rationale explaining and defending the decisions made in your design.

      DESIGN PROCESS
    

RESEARCH

Theme - Reduced Inequality

Reduced Inequality is the goal 10 of sustainable development goals by set up in 2015 by the United Nations General Assembly and are intended to be achieved by 2030. The SDGs are a collection of 17 interlinked global goals designed to be a "shared blueprint for peace and prosperity for people and the planet, now and into the future".

The websites below are for further knowing more about SDGs and the goal 10 of reduced inequality within and among countries:

https://sdgs.un.org/goals

https://sdgs.un.org/goals/goal10

https://en.wikipedia.org/wiki/Sustainable_Development_Goals

Figure 1.1 Reduce Inequality Within and Among Countries

We cannot achieve sustainable development if we exclude any art of the world's population.

Goal: To reduce inequalities within and among countries

Inequalities based on income, sex, age, disability, sexual orientation, race, class, ethnicity, religion and opportunity continue to persist across the world, within and among countries. Inequality threatens longterm social and economic development, harms poverty reduction and destroys people’s sense of fulfilment and self-worth. This, in turn, can breed crime, disease and environmental degradation. Most importantly, we cannot achieve sustainable development and make the planet better for all if people are excluded from opportunities, services, and the chance for a better life.

Examples of inequality:

- An estimated 69 million children under five years of age will die from mostly preventable causes.

- Rural women are three times more likely to die while giving birth than women in urban centres.

- Persons with disabilities are the world’s largest minority.

- Balaguer 80 per cent of them live in developing countries.

- Women and girls with disabilities face double discrimination.

These are just a few examples, but it is an issue that affects every country in the world. Other inequality includes gender inequality, age inequality, racial and ethic inequality, inequality in health, animal inequality, etc.

Figure 1.2 SDGs Exhibition in GMBB, KL

Figure 1.3 Some ways to try reducing the inequalities

Part 1: Visual Analysis

Divided into 3 Phases that is Observation, Analysis and Interpretation.

Phase 1 - Observations

The observation phase includes looking, thinking, finding good language to communicate what you noticed in the artwork chosen.

Phase 2 - Analysis

The analysis stage involve us to think about our observations in the artwork while identifying specific elements, the impact of it and hierarchy of the work that is what your eyes sees first and what lead you to look next. It also includes applying the design principles knowledge in the analysis statement.

Phase 3 - Interpretation

The interpretation phase includes facts, meaning of design and the purpose of creating about the artwork.

Before I move on to the first phase - Observation, I would like to explain a bit about why I have chosen this design for the visual analysis part.

I choose this artwork of Avogado6 because I like his artwork style which has a deep meaning of it and is expressing more of the dark side of the world. His artwork often let the viewer think about the meaning behind his artwork and is always relatable and related to the dark side of the world. I choose the particular artwork below because I think it is relatable to the theme of reduced inequality and I like how he use little element only but with different movement or poses of hands to express the meaning of what he wanted to express.

1. Observations

Figure 2.1 "一等賞" Artwork by Avogado6

"First Prize"

Minimal colour used in the artwork - black, white, grey, red.
The background of the artwork is black in colour. White and grey for the hand, red and white stripes for the candy. There is one hand holding on the candy and a lot of the hands wanting to get the candy, some even is holding other peoples hand- to avoid them getting it.

2. Analysis

The artwork has a Visual hierarchy to it. The emphasis of the red colour contrasting with the background leads the eye to see the candy first, then notice the hand holding the candy above and lots of different hands below trying to get the prize. One of the hand is holding on to the other one of the hand, one hand is really close to touching the candy and others seems to be struggling or far away from reaching it. Having implied movement, it shows the distances between the people trying to get the prize. The artwork also has balance and harmony in it, it has a triangle composition and symmetrical balance in left and right.

Details and close up pictures:

Figure 2.2 hand holding other hand

Figure 2.3 candy, emphasis, red

Figure 2.4 Placement of hands

3. Interpretation

The candy in the artwork symbolise the first prize. The price or the thing that everyone wanted to get. There are more and more peoples, but few resources to provide the same amount of equality for everyone. The one who holds the candy are the privileges. They don't need to fight for the prize.

Some one are willing to do anything to get the price (the hand holding on other hand), will the one who is the nearest get to take the candy? Or will the hand with the candy gets higher? Related to poverty, income inequality.

Part 2: Design

For the final outcome, I draw about the animal inequality and inequality of wealth.

The artwork that I create will express that how living in a different social class can affect the treatment of others to the different individual and how different animal is treated differently because some animal are considered and pet and some is not. The final outcome mainly highlight on the different treatment between pet and stray animal.

Visual References
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Figure 3.1 Artwork of Andrea Ucini from Pinterest

Figure 3.2 Poster for Gender inequality from Pinterest

Figure 3.3 Artwork by Masako Kubo from Pinterest

Sketches
-

Before finalizing my idea, I have different sketch idea expressing different messages and inequality

Sketch idea #1 & 2:

At first, my idea was about special treatment that people that had power, expressing wealth inequality, power inequality and income inequality.

Figure 4.1 Sketch #1

Sketch #1 is about how the flowers on top is taking all the nutrients and the flower at the bottom is lacking sunlight and water because they live in the bottom. I did not continue to develop this idea because the canopy rainforest has the same structure of plants in different layer which is natural in the ecosystem.

Figure 4.2 Sketch #2

The sketch #2 showed how the people only choose to water the plant in yellow and ignored all the other smaller size plant below. All the other plants below can only reached to the water dripped from the leaf of the yellow flower. This can be describe for the inequality of power, like in the workplace. The boss can be treating the workers differently, eg. some of the worker that has a special background will be given special treatment like more work opportunity.

Figure 4.3 Sketch #3

In this sketch #3, I decide to explore another way to draw out my message, and decide to draw about power and income inequality.

The sketch is about how someone with no power will receive inequality of justice in law compare to the one with lots of power and income because they have a lot of connections. Therefore the justice and freedom is unequal for the one with less to no power. The money sign as a jail, the red face is the evil face of the one with power escaping the justice of law outside of the jail.

The artwork that I wanted to create for this sketch is planned to express that how justice and freedom in law or in the general living in the society is for the people with no power and with low income.

Figure 4.4 Sketch #4

For the sketch, I replaced the money sign to a stairway, I try to maintain the money sign by drawing the stairway as a curve S shape stairway. The left side of the stairway is a slide contrasting with the staircase in the right. I want to show how the two cats lives in a different environment and the different treatment that they receive just because of their appearance or because they are a stray animal or a pet animal. I also want to include the wealth inequality which is a rich person can afford to have a pet and feed them with good food but the person with little money can only afford to give what he can to the stray animal.

Process of finalising the type of inequality while improving the sketches:

Figure 5.1 Improvised sketch for sketch idea #2

Figure 5.2 Another improvised sketch for sketch idea #2

Figure 5.3 Improvised sketch for sketch #4

After I improve the sketch idea from some of my initial sketch, I decided to do on animal inequality and wealth inequality and further develop on the sketch #4

Final Outcome

Figure 6.1 Final outcome for Final Project - Visual Analysis

The final outcome of the artwork is expressing the message of reduced inequality of wealth and animal inequality.

There is a contrast between the one who live on the left side and the one who live on the right side.

For the left side of the drawing, it emphasised a white chubby cat on the slide and a hand with the cat food on the floor. It indicates that people with wealth can afford for a live without working really hard and the cat who lives as a pet can also live a good live without worrying about the food everyday.

While on the right side, it shows a skinny cat walking upwards to the stairs while being in a dark and dirty alley. The skinny cat is black in colour because there is a saying that black cat brings misfortune and is associated with unlucky or evil and it is actually not true. It indicates that the one who were born in a poor family will have to work harder to get their food and basic needs. The hand providing the fish bone is representing the individual living in the poor family who can only gives what he have to the stray animal.

The stairway is in curve shape because I wanted to put the S curve shape to represent the money sign. It is the money and the wealth that divides them to have to live a different lives and the one who were born in the wealthy family can live without less worries while the one who were born poor will have to work hard to find it's food everyday and it will be hard to them to even provide things or basic needs to others like their own family.

The inequality of animal is expressed because the stray animal is often abused and not treated with kind but the pet animal is treated with extra care and living a good live which I portrayed them in the contrast of the artwork in the left side and right side of the artwork.

          Feedback

Week 11
-

Add rationale on why you choose the specific design for part 1 analysis

Analysis with more design principle

Do not put any interpretation or thinking in observation

Week 12
-

Explain your message and the type of your inequality you are addressing at the top of Part 2: Design.

Try doing the artwork with more clear intention and explore on how the sketch #2 can be depicted in another way with trying another layout or composition on the window view with someone watering the plant with the smaller plants being neglected because of the special care.

Week 13
-

Every sketch is part of the progress so do include them in the blog and not remove them.
The face and the money sign does not look like one

Week 14

Because I have changed the subject of my drawing again, so I have to come out with a rationale relevant to the inequality that I have stated before.

Reflection

Week 11
-

I observe and find more design principles that are in the analysis stage. I remove all the interpretation part in the observe and analysis stage.

Week 12
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I try to explore and think about other way to express the message of inequality.

Week 13

-

I included every sketch of mine in the blog as part of the progress and process of making the final outcome document. I have also think on what to better draw to improve the artwork.

Week 14
-

I try to further improve the final outcome and think of the rationale that are relevant to the theme of the inequality.

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SHERYL PANG PUI SAN (0349746)