Labels

Design Principles - Task 3

03/03/2025 - 17/03/2025 / Week 5 - Week 7

Ye YingYing / 0364398

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

Task 3 - Development & Design (40%)
TABLE OF CONTENTS

INSTRUCTION


TASK 3 - Summary
  1. Select one sketch to proceed with.
  2. Design development (colour exploration, composition, typeface, positioning, etc. )
  3. Create a final design in A4, JPEG (at least 300dpi, <Your Name_Title of Design_Task3> )
  4. 200-word rationale of the final work
  5. Document the lecturer's feedback every week
PROGRESS

TASK 3 - Development & Design
Working Progress
From studying the original artwork, I incorporated several key aspects into my own design. First, is the use of <Images and Words>, I try to recreate the strong relationship between text and imagery to convey meaning. Second, is the placement and the distorted, fragmented effect of the typography, I aim to create a great typography visual effect as the original work.
  1. I used the tool "Free Transform" to finish my typography, and roughly did the composition.
  2. I changed the colour of the mouth, and refined the composition of the typography to achieve a perfect "Golden Ratio"
  3. I added effect and texture to the mouth and added color and effect to the typography.
  4. I drew more details on the typography and added background.

Final Work
< YE YINGYING_CHOICES_TASK 3>
Rationale
My artwork <CHOICES> is inspired by the phrase "I don’t know, you choose", which is often heard in daily conversations. It reflects indecision, hesitation, or an unwillingness to take responsibility. Nowadays, people are constantly overwhelmed by choices, whether in relationships, work, or even small things like "what to eat" or "where to go", the phrase actually highlights a common struggle, which is the fear of making the wrong choice or to shift responsibility onto someone else. 

Through typography, composition, and colour choices, <CHOICES> visualizes the confusion and disconnection caused by indecision. The scattered, floating text represents how words lose meaning when no one takes responsibility. Just like conversations that keep going in circles, the letters drift without clear direction. Through this, I hope my work encourages viewers to take responsibility for their own choices rather than leaving them to others.

Design Principles Applied
Word & Image
The merge of visual elements with expressive typography creates a dual narrative. For example, the image of the mouth serves as a focal point which is a symbol of speech and communication, meanwhile, the scattered text reflects the abstract of modern conversations. This interaction between image and word allows the viewer to engage with the piece on both levels.

Colour & Texture
  • The letters contain soft gradients and airbrushed effects, making them appear unstable and floating, symbolizing the way words can feel weightless or meaningless.
  • The halftone effect on the lips references vintage pop art and mass media.
  • The blue cloudy background adds to the dreamlike, uncertain atmosphere, visually reinforcing the lack of direction in conversations.
Composition - Golden Ratio
The placements of the texts achieve the Golden Ratio, which is a naturally pleasing structure that brings visual harmony and balance to the composition and guides the viewer’s eye across the artwork in a smooth, almost organic flow, balancing the chaotic appearance of the scattered text with a well-defined focal point.

Negative Space & Depth 
  • The blue and white background provides negative space, preventing visual clutter and keeping focus on the text.
  • The soft gradients and blurred edges on the letters create depth, making them appear as if they are floating in space.
Contrast
  • The bold, black letters with colourful gradients create contrast, ensuring the message remains legible despite the distortion.
  • The red lips contrast sharply with the cool-toned background,
Movement
  • The mouth on the left acts as the starting point, showing that words originate from speech.
  • The scattered letters create a sense of floating, dynamic movement, leading the eye through the phrase in a nonlinear way, reinforcing the theme of confusion.
FEEDBACK

- WEEK 5 -
The consultation with Mr. Anwar this week was still focusing on the sketches from task 2. 

- WEEK 6 -
I showed my new sketch to Mr. Anwar, and he suggested me to remove the snacks behind the text since they are taking over the attention over the rest of the elements.

- WEEK 7 -
Mr. Anwar said my works look ok so far, continue to finish, and don't forget the compilation post on the blog.

REFLECTIONS

Through this assignment, I gained valuable insights by studying an artwork that I love and using it as inspiration to create my own design. Analyzing the original piece helped me understand how each element can be used to tell a story visually. I learned how the relationship between image and words plays a crucial role in communication, and I applied this knowledge to my own work, <CHOICES>.

Overall, this assignment taught me how to analyze and reinterpret an artwork while developing my own creative voice. This process also deepened my understanding of design principles and its importance in strengthening the message behind each artwork.
Labels:

Comments

Post a Comment

Popular Posts