Design Principles Final Project / Visual Analysis and Final Blog
6.6.2022 - 27.6.2022 (Week 11 - Week 14)
Takuto Hozumi / 0354047 / Bachelor Of Design (Hons) In Creative Media
Design Principles
Final Project / Visual Analysis
LECTURE
Week 11 - Visual Analysis
1. What Visual Analysis is
- Is 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.
- Yet the purpose of visual analysis can also recognize 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.
Visual analysis is a critical part of visual literacy, a skill that helps people read and critically interpret images, whether in a museum, on social media, in entertainment, advertising, or the news.
As citizens of the 21st century, we are constantly confronted with visual media. Practising visual analysis sharpens critical judgment skills and helps people seek out answers instead of passively receiving information.
2. How to do Visual Analysis
Visual Analysis has 3 phases below.
- Phase 1: Observation
- Phase 2: Analysis
- Phase 3: Interpretation
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.
- The observation phase is about looking, thinking, and finding good language to communicate what you notice.
Analysis requires you 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 together to create a whole, and what effect that whole has on the viewer.
- How your eye is led through the work and why? Apply the Design Principles knowledge you have learnt throughout these weeks.
Interpretation, in this final phase, your observations, description, and
analysis of the work are fused with facts about the design
work (and in some cases the designer) and historical
context that you find in trustworthy published sources.
- What is the meaning of the design?
- What was the purpose for it to be created?
INSTRUCTION
Beginning of Final Project, Visual Analysis and Final Blog
1. Main Purpose of the Assignment
Description
Visual Analysis: Students are to utilize their understanding of design principles found in the design work. This project requires the students to assess, investigate, document and analyze a design material (billboards/television commercial/movie clip/work of design) of their choice. They should notice, size, placement, purpose, effectiveness, as well as aspects of design principles found in that work.
Thereafter, they are to produce a work of design, inspired/influenced by the one they studied on, or as a reaction to it. They should also apply knowledge of design principles in their design.
Final Blog: It must contain all the work you have done and completed for this module, along with a final reflection.
Requirements
- Within the theme of Reduced Inequalities, select an art/design work that revolves around the theme. Provide a 50-word explanation for the choice you made. Besides the link above, read this for further understanding of the theme.
- Write a 500-word visual analysis, describing and analyzing the design principles of the selected design, and discussing/interpreting the value and meaning of the design work (refer to Visual Analysis lecture notes).
- Create a work of design of your own, inspired/influenced by/reacting to the one you had analyzed.
- Write a 200-word rationale explaining and defending the decisions made in your design.
The post must contain;
- a recap of Final Project brief
- your design process
- visual research
- idea exploration and description
- final outcome in PDF and short rationale
- feedback given by the lecturer
- reflection on the project
2. Things to do
There are two parts to this assignment.
Part 1: Visual Analysis
Select a design of your choice (poster/billboard/illustration/etc).
Conduct a visual analysis of the design in about 500 words (refer to the steps shown above as guidelines).
Part 2: Design
Produce a work of design, in A4 or A3 size, inspired/influenced
by the design you have analyzed, or as a reaction to it.
Write a 150-200 word rationale for your design.
3. Artist Selection for Visual Analysis
In week 11, we had to complete Phase 1 and Phase 2; Observation and Analysis. I listed some of my favorite artists and carefully selected which works I will analyze.
Option 1: Jan Švankmajer
Fig.1: Jan Švankmajer
Photo from: https://ja.wikipedia.org/
Jan Švankmajer is an artist, filmmaker, director, and animator born in Prague, Czechoslovakia.
Fig.2: Alice
Over the decades, he has earned a reputation for his stop-motion techniques, surrealism, nightmarish expressions, and somehow interesting photography, and he continues to make films in Prague today.
The first characteristic of his work is time-lapse stop-motion animation with puppets. Second are the exaggerated sound effects, such as the loud sound of glass breaking and the strange eating noises during the meal scenes.
Of all my candidates, he is the most artist.
Option 2: Émile Gallé
Fig.3: Émile Gallé
Photo from: D.Museum
Emile Gallé is a French glassworker, ceramic and furniture designer, and art director who represented the Art Nouveau movement.
He was the artist I most admired when I was a glass craftsman, and his figurative and organic designs using corrosion techniques were not only pleasing to the eye, but also technically very good.
He was also active as a technical developer, exhibiting works using his proprietary 'Moonlight Color' glass. So he is an artist, but he is a man of reason who is not devoted solely to art.
Option 3: Charles and Ray Eames
Fig.4: Charles and Ray Eames
Photo from: Hermanmiller.co.jp
Charles and Ray Eames are iconic designers of mid-century design. Charles was born in 1907 in St. Louis, Missouri. Ray Eames was born Bernice Alexandra Kaiser (Ray Kaiser) in 1912 in Sacramento, California.
They researched plywood (molded plywood) and developed furniture using plywood with three-dimensional curves, creating a series of furniture masterpieces that would be handed down to future generations, such as the "Eames Plywood Lounge Chair".
Fig.5: Eames Chairs
Their designs are mid-century modern, sophisticated, and simple, but they have a reputation for being easy to use. Their preference for data and other evidence suggests that they are designers, not artists.
4. Determination of the theme
After a rigorous review process, we have decided on Option 2: Émile Gallé. The first and most important reason is that I liked the Art Nouveau style. When I was a vocational school student, studying glass art, I felt bored with the all geometric rotators like cups and plates. So basically, all I did was create such a forms, but I actually preferred figurative motifs like animals, plants, pattern. It was then that I encountered the paintings of Alphonse Mucha. I looked for artists who had brought this style to the world of crafts, and Emile Gallé was a hit.
Fig.6: F. Champenois Imprimeur-Éditeur
Alphonse Mucha
The second reason is that I thought it was a good balance of his ideas (art sense). If you streamline and take modernism (like minimalist design) to its extreme, the look of the final artwork will be overly simple. Conversely, if the artwork is too artistic, it will be difficult to analyze and to understand the artist's sense of style through analysis. Therefore, Option 1 and 3 are rejected.
Visual Analysis (Writing)
I will be analyzing the following work.
Fig.7: Eager to be liked (Souci de Plaire)
Émile Gallé (1889) / Glass Craftart
stores in D.Museum: https://www.daiichi-museum.co.jp/collection/emile_galle/
"Galle has been named "antique green", blue-green four-layer glass.
Inscription of the fighting spirit of the order to be liked "Souci de Plaire" are carving deeply.
1889 Paris Exposition exhibition work."
Fig.8: Eager to be liked (Souci de Plaire): Front side
Fig.9: Eager to be liked (Souci de Plaire): Back side
Phase 1: Observation
This work is a glasswork of vases. Its layers consist of four layers of glass, each consisting of blue, green, amber, and transparent colors. Due to the nature of glass, when cold colors such as blue or green and warm colors such as amber are combined, for example, a phenomenon called blackening occurs and tone down. However, utilizing its blackness creates a solemn atmosphere in this work. The surface of the piece is uneven and patterned using techniques such as step carving and etching. Motifs include frogs, plants, and dragonflies. In addition, the name of the work is engraved with an original handwritten typeface.Phase 2: Analysis
The design has a limited number of colors and it is taken into consideration overall harmony. The patterned areas are all black, the frog, for example, has uneven surfaces, so that the areas illuminated by light reflect white, giving the picture a three-dimensional appearance. It is taking advantage of the characteristics of the glass material; luster. Also the bright blue background and monotone black emphasizes the engraved pattern. Apart from insects, other motifs of flowers and vines, such as chrysanthemums, are used to create a sense of overall unity and showing repetition. Also, the typeface is an ornate design and not as elaborate as a computer-generated one. The motif is based on organic natural objects, so some randomness creates harmony in Word and Image.Phase 3: Interpretation
The work clearly reflects Art Nouveau, a historical European design style of the 19th century. Art Nouveau is Meaning "New Art", it was an attempt to create art with new ideas, different from the traditional art of the past. At that time, the dizzying progress of urbanization and industrialization due to economic growth led to modernism, and there was a movement toward greater simplicity and functionality in the field of art. Art Nouveau was the antithesis of this trend. One of the evidence is that it incorporates many organic forms from natural objects. Then as an result, this style was favored by many. However, I think. The history of art repeats figuration and abstraction. Gradient design is in vogue, and then flat design is in vogue. Fashion trends also seem to repeat themselves, although their span is shorter. Humans are creatures that get bored. Art Nouveau is another art form that was born out of the cycle of people's sense of style. I suppose there will come a time when this kind of style will be popular and a time when it will go out of style.
※Edited based on feedback from Week 12 (16/6/2022)
Regarding theme of the assignment, "Inequality"
1. Further Research of Modern Design Thought - Art Nouveau
Samuel Bing, editor of the art magazine "Le Japon Artistique", established an art gallery at the end of 1895 called "Art Nouveau", which dealt with oriental art, mainly Japanese arts and craftsmen. At the end of 1895, he opened an art gallery in the Rue de Provence in Paris, which dealt with oriental art, mainly Japanese arts and crafts. The name of this gallery was later changed to Art nouveau. The name of this gallery was the origin of the later term "Art Nouveau".
Fig.10: La Mansion Art Nouveau
It drew upon elements of Japanese art “Japonisme,” which flooded Western markets, mainly in the form of prints, after the U.S. established trading rights with Japan in the 1860s. Also, Art Nouveau figurative expression is considered to be a style born from the mutual influence of Celtic patterns, Rococo style, the European Arts and Crafts Movement, or European naturalism.
Fig.11: F. Champenois Imprimeur-Éditeur (1897)
Alphonse Mucha
In designing the flat surface, I will refer to the work of Alphonse Mucha (1860-1939) as well. Alphonse Mucha is a Czech painter and printmaker best known for his Art Nouveau style.
2. The Emergence of "Art Deco", an Opposite Art Philosophy
Although Art Nouveau and Art Deco have similar names, their philosophies are quite different. The table below shows their characteristics.
| Art Nouveau | Art Deco | |
| Period | End of 19th to beginning of 20th | Mid-1910s to 1930s |
| Place | Europe, especially in Belgium and France | Europe and the United States (New York) |
| Design | Free-form curves | Linear |
| Motifs | Flowers, plants, and other organic | Geometric figures |
| Atmosphere | Decorative, flamboyant | Functional, practical |
| Fields | Architecture, furniture, crafts, painting, graphic design | Architecture, furniture, painting, posters, crafts, fashion |
| Meaning | New art | Decorative Arts |
Fig.12: Example Pattern of Art Nouveau
Fig.13: Example Pattern of Art Deco
Art Deco was born in the US as if symbolizing the beginning of capitalism, and it is closely related to the ideology that gave birth to today's society of inequality.
3. My Philosophy and "Inequality"
First of all, I am not trying to fight against our current capitalism-centered society. Marx's theory of capital was near perfect* as a statement of principle in 1867. However, it is also true that there are various glitches in the contemporary reality.
*The following discrepancies were later recognized;
All the value of a commodity is created by labor, and the commodity is bought and sold in the market according to its value. The capitalist, however, pays only a portion of the proceeds from the sale of the commodity to the worker as wages, and the remainder, excluding the cost of raw materials, goes into his or her own pocket as profit. In other words, the capitalist pays for a portion of the value created by the worker, but not for the remaining value (surplus value). This is in effect unpaid labor and unfair exploitation.
Art trends repeat themselves. In other words, Art Nouveau, which came into vogue just before Art Deco, seems paradoxically less influenced by capitalism. Its richly decorative and individualistic forms are costly and therefore hardly efficient. Yet we should now acknowledge Art Nouveau's appeal.
Fig.14: Art Nouveau - Interior Design
ENCYCLOPAEDIA BRITANNICA
We are sometimes starting from the mistaken idea that the value of a commodity is determined by its labor. In reality, it is not the amount of labor worked that determines the market value of a commodity. It is a choice based on the consumer's heart. Whether the product is good or not, is important.
While tracing a photo of a wolf, deform it appropriately and make it into a line.
4. Reflecting on these studies, about my Design Work
My design concept for this assignment is to create a poster with the same motif and the same design in each of the Art Nouveau and Art Deco designs.
I will use wolves and vegetation as a motif. It makes sense to use reptiles or insects in this case, but I actually do not like the look of those very much. In my country, we have an idiom "lone wolf", which is a well-known term for a person who acts alone. And this is a good representation of my personality and I adopted it as an appropriate theme for my final project. From a visual standpoint as well, animals with fur are more likely to express organic curves.
Art Nouveau, which mastered art without much consideration of man-hours, and Art Deco, which created beautiful things according to modernism and minimalism, I will express the inequality between the two.
My take on this project is to bring back equal attention to 19th century art styles, "Art Nouveau" and "Art Deco", and the attention it rightly deserves.
※Edited based on feedback from Week 13 (25/6/2022)
Designing Process
1. Prepare reference materials
Firstly I prepare materials for each design.
- Art Nouveau
Fig.15: Wolf
Photo AC
Fig.16: Rose
Photo AC
Fig.17: Pattern
https://piggybank.blog/
As aforementioned, Art Nouveau is characterized by graceful curves and organic forms. So, it is going to be a design that uses no straight lines except for typography.
- Art Deco
Fig.18: Geometric Wolf
BICEM・SINIK (Tattoo Studio)
Fig.19: Pattern
https://jp.freepik.com/
Create an image of linear stained glass, typical of Art Deco architecture. In this project, a wolf motif will be used for a common theme.
Interestingly, the geometric designs seen in recent tattoos resemble the Art Deco style.
2. Designing
Fig.20: Pattern
Draw plants and trees using curved lines. Several patterns are prepared and combined as later ruled lines.
Fig.21: Wolf in Progress
Fig.22: Decorated Ruled Line
Designing by combining the created parts.
Fig.23: Typo Design
I designed a catchphrase in French to match the theme. This is the French version of my favorite idiom.
"Dans la vie on ne regrette que ce qu’on n’a pas fait."
It means "Life is not about what you did, but what you regret not doing."
Fig.24: Strength of line
Adjust the line thickness, especially the outline, to give the screen emphasizes.
Then move on to Art Deco design.
Fig.25: Geometric Shape
Create geometric patterns. Then, the background pattern is created with shapes.
Fig.26: Line drawing (Final)
Fig.27: Coloring
Color-code each figure and finish the work in Illustrator.
3. Applying Special Effects
Raster image data output in JPEG is imported into Photoshop and effects are applied to add a "retro" look.
Fig.28: Original Data
Fig.29: Effects Applied
Adjust the tone, add noise, and make other minor adjustments, and it's done.
Fig.30: Completed JPEG - AN (19/6/2022)
Fig.31: Completed JPEG - ND (19/6/2022)
4. Combination of the two styles
Due to in-class feedback from Week 13, I decided to composite these posters into a single poster. The main design will be redesigned using Art Nouveau, which is also the research theme, while incorporating Art Deco motifs and styles throughout.
Fig.32: Creating Art Deco patterns
I created some patterns while more researching Art Deco.
Fig.33: Exploring ways to combine
Experiment with some different composite styles.
Fig.34: Add a Texture
Fig.35: Editing
Added paper textures and color adjustments to emphasize the retro feel of the 19 to 20th century.
6. Trying a further Challenge, Creating a Frontispiece
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Fig.36: Completed JPEG Ver.2 (25/6/2022)
From the feedback on week 14 class, I was asked about the significance of the wolf turning sideways. It was simply inspired externally by Mucha's design. The Art Deco poster shows the wolf facing forward, whereas the Art Nouveau poster shows it facing sideways. If the composition is to be synthesized, it is reasonable as an idea to reorient the wolf to face the front.
Fig.37: Drawing the Front
Then draw the front face based on the photo. Since I was used to drawing with the pencil tool, I was able to work faster than in the previous one.
Fig.37: Final Composition
The wolf is framed and ready to final edit. As in Fig. 34, image processing was applied to add a retro look. Since the wolf's face is now more realistic, the color tone has been slightly darkened to bring harmony to the overall atmosphere.
Final Outcome
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Final Outcome JPEG (27/6/2022)
Final Outcome PDF (27/6/2022)
FEEDBACK
Week 12
Credit line must contain the information below;
- Artist/Designer's name
- Title of art/design work
- Year created
- Medium
- Size
- Platform/Source
Regarding my research work, contrast is not as strong as it says in the article. The photos should be displayed in large size or images from different angles should be provided.
Week 13
FB1: In the paragraph "theme of the assignment", I need to mention about what my take on this project is, and the relevance of art styles such as AN/AD and "Inequality" which is the subject of this assignment.
FB2: If using the Art Nouveau style as my main style, the work of Alphonse Mucha is a good reference.
FB3: The professor suggested the challenge to me, had created the two AN/AD styles separately, to combine both posters and merge them into a single poster while making the most of the characteristics of each.
Week 14
Trying a further challenge, creating a frontispiece; The wolf is facing sideways, I was asked what I meant by that. It was simply inspired externally by Mucha's design. The Art Deco poster shows the wolf facing forward, whereas the Art Nouveau poster shows it facing sideways. If the composition is to be synthesized, it is reasonable as an idea to reorient the wolf to face the front.
REFLECTIONS
ExperiencesThe first difficulty was determining the subject of the study. In order to create a final design, we needed to choose something that was not abstract and had a clearly established style of its own. I initially thought the final submission would be two posters. However, due to the task given at the end, they were designed into one final poster, but it was very difficult to combine two different design styles into one.
Observation
Knowing the historical background of the birth of Art Nouveau and Art Deco has deepened my knowledge of the design characteristics of these styles. Within the history of Western art, the history of modern art is particularly intriguing to me because of its relevance to contemporary graphic design.
Findings
I have found that when merging two very different styles, it is necessary to decide which should be the main focus. For example, in this case, which combines Art Nouveau and Art Deco styles, the AN to be studied is the main topic, and AD is the supporting topic. If mix them somehow, the purpose of the work will be unclear, and such a prototype did not look as good as they could have.
FINAL REFLECTIONS
What I have learnt in this module
Up until now, when creating something, I have relied on my sense and feeling. However, the finished product is sometimes not good. However, I believe that by learning the basic principles of design, we can develop clear guidelines for aesthetic sense, rather than vague ones such as feeling.
What I enjoyed the most
What I found particularly challenging was the final project: Visual analysis. It was very exciting to choose a theme from my preference, research it, and create a design for it. Although Art Nouveau style was originally my favorite, I didn't know much about it because I was never very good at history. However, it was a good opportunity that I was able to deepen my knowledge through this research.
What I did not enjoy the most
I liked designing / drawing in every tasks, but I actually did not enjoy at writing. I am not sure if I am writing what I want to write correctly in English, partly due to my language skills. And now, this article too.
What I have learnt about myself
through this module
The self-portrait assignment focused on self-analysis, especially the inner life. I noticed that I am highly introverted, but also has a bit of a social personality. Regarding technical matters, I have found that I am not good at illustrating from scratch and am better at arranging existing materials, such as photos and fonts, to formulate designs.
What has changed and what has
not in my learning journey
I would place more emphasis on design rules and references. People tend to say that art is based on own talent, but that's not all. Through the study, I understand that the ability to think out of the box is backed by knowledge. I will continue to analyze in my mind every time I see a nice artwork or design.
What could be improved in this
module
Regarding the progression of an assignment when there is a national holiday. I think it was particularly difficult to receive feedback on the "Sense of Place" assignment this time around due to the public holiday.
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