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Design Principles - Task 2

17/02/2025 - 03/03/2025 / Week 3 - Week 5

Ye YingYing / 0364398

Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University

Task 2 - Visual Analysis & Ideation (40%)
TABLE OF CONTENTS

INSTRUCTION


Task 2 - Summary
  1. A 300-350 words visual analysis of the chosen artwork ( refer to the guide in lecture notes)
  2. Sketch 3 ideas on how to improve the chosen artwork ( using design principles knowledge ), and each idea with a 30-50 words rationale.
  3. Document the progress of the work and the feedback from the lecturer.
PROGRESS

TASK 2 - Visual Analysis

《Ba-Tsu poster》by Makoto Saito
Artwork Info
Artwork title: "Ba-Tsu poster"
Artist name: Makoto Saito
Date created: 1994
Medium: offset lithograph
Dimensions: 40 9/16 in. × 57 5/16 in. (103 cm × 145.6 cm) 

Visual Analysis
- Phase 1: Observation -
This artwork integrates a portrait with dynamic typographic elements that flow organically with the face. The letters appear to float, rotate, and stack, evoking a strong sense of movement and energy that blurs the boundary between text and image. The strong contrast between dark typography and a lighter face amplifies the visual impact and adds depth, while varied letter sizes create an illusion of three-dimensional space. The repeated elements form a rhythmic pattern, enhancing overall harmony and unity. This interconnected design invites viewers to explore its layered narrative and emotional expression.

- Phase 2: Analysis -
Word & Image
This artwork seamlessly blends text and imagery into a unified composition. The letters are not placed separately, which interacts with the face. This integration makes the text feel like an extension of the face, adding depth and emotional expression.

Movement
The scattered, rotated, and layered arrangement of letters creates a strong sense of movement. The varying sizes and placements guide the viewer’s eye, making the text feel dynamic and full of energy.

Harmony & Unity
Despite the seemingly random placement of the letters, the composition remains visually balanced. The blending of text and imagery creates cohesion, ensuring both elements feel connected rather than separate.

Random Arrangement
The letters are scattered in a way that breaks conventional typography rules, making them feel organic and expressive. This randomness adds spontaneity and enhances the artwork’s energy.

- Phase 3: Interpretation -
This artwork resonates with me on a personal level by blending text and image into a unified expression of identity and emotion. The dynamic typography, integrated seamlessly with the portrait, suggests that words are not just something we say or write, it is our inner voice and who we are. The connection between the text and the person makes the piece feel deeply expressive, almost as if the words are alive. The scattered, random arrangement of letters breaks traditional rules, which also pushes the boundaries of typography, turning simple letters into something expressive and emotional, showing how words can be more than just text, they can be art.
                                                                                                                                                     (335 words)

Text extracted from the image & further research
- 1994
This poster by Makoto Saito, titled Ba-tsu 1994, was issued by the clothing manufacturer Ba-Tsu Co. Ltd. in Japan in 1994.

- BATSU
Ba-Tsu refers to the Ba-Tsu fashion brand, a Japanese clothing manufacturer known for its avant-garde and experimental approach to fashion in the 1990s. The name Batsu (meaning punishment or penalty in Japanese) may have been chosen to reflect a rebellious, nonconformist attitude in fashion.

TOKYO
In the 1990s, Tokyo’s fashion scene was experiencing a fusion of Western influences and Japanese originality, and brands like Ba-Tsu were at the forefront of this movement.

HARAJUKU
Harajuku is a district in Tokyo famous for its cutting-edge street fashion and youth subcultures. In the 1990s, brands like Ba-Tsu thrived in Harajuku’s alternative fashion movement, where experimental designs challenged traditional clothing norms. The inclusion of “Harajuku” in the poster connects the brand to its cultural roots and audience.

Reference


Idea Sketch

Idea 1 - Apply Neon colour to the main text
Design elements & principles applied
  • Color: Neon colors enhance excitement, rebellion, and modernity, making the text more visually engaging.
  • Emphasis & Contrast: Different neon colours make key letters pop out.
  • Hierarchy: The used of neon colors on main text can create a visual hierarchy, guiding the viewer’s focus.
How does it improve the work?
The text in the original artwork was not so readable. By doing so, it helps the viewer to catch the key information easier and clearer. And the use of neon colours makes the typography more playful and attention-grabbing, fitting the theme.

Rationale
Applying neon colors to the typography makes it more eye-catching, playful, and expressive. The transformation from a mono-colour base to a bold, high-contrast neon colour shows the Harajuku and cyberpunk themes while making the text more readable and engaging. This approach ensures the typography doesn’t just blend in but becomes a central design element that captures attention instantly.


Idea 2 - Inspired by Harajuku and Cyberpunk theme (use of negative space)
Design elements & principles applied
  • Contrast: Neon colors pop out against the mono-colour areas, making the text and image more dynamic.
  • Texture: Harajuku-inspired patterns create a playful, vibrant aesthetic and show more layers.
  • Unity & Harmony: The use of the negative space of the white background ties together all the elements, making the composition feel more complete.
Sketch Development

How does it improve the work?
By adding colour and texture to the negative white space, it creates more layers and depth and also increases visual interest. And the cyberpunk with Harajuku elements gives the artwork a vibrant aesthetics and attitude, which shows the concept of the text "BATSU"

Rationale
Switching to a neon and textured background enhances the overall energy and impact of the poster. The original black-and-white aesthetic, while bold, feels somewhat static, whereas neon and textures introduce a youthful, rebellious, and high-energy atmosphere. The result is a more immersive and visually striking design that aligns with both modern digital aesthetics and Harajuku street culture.


Idea 3 - Teardrop typography arrangement
Design elements & principles applied
  • Negative Space: Using the empty space on the left makes the composition feel more balanced and gives the typography a structured, more intentional flow.
  • Movement: The teardrop shape naturally leads the viewer’s eyes from top to bottom, simulating the motion of tears falling.
  • Emphasis: By arranging the letters into a teardrop shape, the typography becomes more emotionally expressive, drawing attention to key elements.
Sketch Development
I tried to doodle my original idea, but I couldn't get the one out come that I want, so I choose to do photo collages, and try to play with the text.


How does it improve the work?
The teardrop shape typography shows sadness, and create an emotional connection with the audience, which adds Emotional Depth. And it also creates a stronger focal point, since the texts are more structured instead of floating randomly, which makes the text easier to read.

Rationale
This approach transforms the text into a visual narrative, the letters are not just decorative but an expression that the viewers could be more immersed in. The rearrangement of texts enhances readability and movement, while the teardrop shape shows an emotional response. 


Idea 4 (New)
Design elements & principles applied
  • Word & Image: The text is arranged dynamically, interacting with the images of food and leading the viewer’s eye through the composition.
  • Contrast: The bold black text and mouth contrast strongly with the blurred food items behind, directing focus.
  • Hierarchy: The mouth and the text "I don’t know" capture attention first, followed by the text "You Choose" and the floating food.
  • Movement: The curving placement of text and food items creates a sense of flow, guiding the viewer’s eye in a circular motion.
  • Golden Ratio: The "I don’t know" text placement roughly follows the golden ratio curve, leading toward the words "You Choose", making it a natural focal point.
  • Emphasis: The mouth acts as the focal point, leading to the text and food. The text’s playful arrangement adds emphasis to the message.

Rationale
Many people tend to say, "I don’t know, you choose" when asked what to eat. While it seems like a simple response, it actually opens up endless possibilities without offering a clear answer. The design reflects the indecisiveness behind this phrase. The blurred food represents unlimited choices, while the flowing arrangement emphasizes hesitation and uncertainty. 

FEEDBACK

- WEEK 3 -
This week I finished my visual analysis before class. Mr. Fauzi said it looked fine so far and can proceed with the next 3 sketches. For the sketches, Mr. Fauzi suggested me to do something simple and easy, don't have to make big changes, and can focus on the text.

- WEEK 4 -
This week, I finished the 3 sketches and submitted my blog link as Mr. Anwar required. I asked a few questions in the blog and received Mr. Anwar's replies. I am now clearer on the direction.
  • is it compulsory for us to do lecture notes and further reading in our blog? or do we get extra marks for doing so? because I viewed some of my coursemates' and also senior blogs, not everyone included these two parts and it also is not stated clearly in the module booklet. 
It's not compulsory as it is not mentioned in the booklet. However, dedication to your studies is always welcome and taken into account when we mark your assignments
  • I'm still a bit confused about what type of sketches we should do because based on my understanding and what Mr. Fauzi said, it is supposed to be making changes and improvements on the original artwork right? CORRECT by applying design principles and probably adding new elements to it. but I saw some of my coursemates creating new artwork based on their visual analysis of their chosen artwork, so now I don't know if I'm making the right progress or not. 
You are making the right progress. Different person will have different skills and understanding. We always go back to point of making improvements. Creating new artworks will be done in Task 3, most of your coursemates probably have extreme suggestions in improving the artwork, this is fine too.
  • if I'm on the right track, which makes changes to the original artwork. then I would like to know how are we supposed to proceed with task 3? Do I need to recreate the artwork with new changes or I directly make changes to the original one. because Mr. Fauzi said we don't have to do difficult work on task 3, just make simple changes to it, but I also saw your reply to others on teams which seems quite different from what Mr. Fauzi said, so now I'm very confused. 
You have to recreate the work in your own way. Not difficult in this sense means, for example, you are taking a painting by Van Gogh, you are not expected to paint like Van Gogh. I can't give high marks on assignments that just copy and paste the original and change fonts. High marks will be given to those who showed efforts in recreating the works based on their proposed improvements in their comfortable ways.

- WEEK 5 -
During the consultation this week, Mr. Anwar asked me to improve my sketches by doodling instead of writing the ideas on the image. So I refined my sketches and had one more idea #4.

REFLECTIONS

This assignment allowed me to explore how typography and imagery work together to convey meaning. I learned how design principles like contrast, movement, and composition can enhance the message behind a phrase. All these process allowed me to be more creative and thoughtful in my design choices. Overall, this project was a valuable learning experience that helped me improve my design skills and explore new ideas.
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