TASK 3: VISUAL ANALYSIS

31.10.2023 - 01.12.2023 | Week 10- Week 14

Zoë Lena-maria Nelson | 0364991 | Rotterdam University Of Applied Science

Design of Principles | Task 3: Visual Analysis

1. Introduction to Module

Submission Assignment:

1. Blog links of Final Project – Visual Analysis and Final Compilation,

2. JPEG image of the final design (labelled as <Your Name_Visual Analysis_Title of Your Final Design>)

3. PDF of Visual Analysis blog and Final Compilation

Learning Goals: 

1. To identify, describe and analyse the design principles in the work of others.

2. To demonstrate an awareness of one’s surroundings, using design as a solution to communicate visually.

3. To practise the knowledge and understanding of design principles in a design work.

4. Organising and synthesising written and visual outputs into a final blog.

Main Goal:

For this project, I must apply my understanding of design principles by conducting a visual analysis of a chosen design material, such as a billboard, a television commercial, a movie clip, or any design work. The goal is to assess, investigate, document, and analyze the selected design material, paying particular attention to elements such as size, placement, purpose, effectiveness, and the application of design principles within the chosen work.

TASK 3: VISUAL ANALYSIS

1.1. One goal of the United Nations Sustainable Development Goals 

Selecting a goal from the United Nations' Sustainable Development Goals (UNSDG) is an essential step in the visual analysis.

Number 6: Clean water and sanitation

The United Nations' Sustainable Development Goal (UNSDG) of "Ensuring availability and sustainable management of water and sanitation for all" is a global commitment to universal access to clean water and proper sanitation. I selected this goal for the artwork 'Sea of All' because water is a fundamental human necessity, and its responsible management and equitable access are vital for a sustainable and just world. This artwork symbolizes the significance of fulfilling this basic human need.

1.2. & 1.3. Selected artwork and explanation

Sea of All

Melani Pyke's 'Sea of All' artwork represents the United Nations' sustainable development goal of providing water and sanitation to all. Depicting water and hands, this artwork emphasizes the significance of responsible management and equitable access to this vital resource for humanity's hope.

Water for Life International Art Exhibition at the Mayan Museum in Cancun, Mexico, March-April 2022

Designer: Melani Pyke

2. Visual analysis

Phase 1: Observe

The artwork known as 'Sea Of All' is a captivating piece that uses a rich palette of light and dark blues, as well as some beige and yellow accents. The artwork's materials suggest a painterly style, creating a sense of depth and texture. The painting is presented in a portrait format, with the center drawing the viewer's attention. TThe focal point is a compelling representation of hands descending into a larger, interconnected pool, symbolizing the profound significance of water and its shared importance.

Phase 2: Analysis

In 'Sea of All' by Melani Pyke, the implementation of design principles enhances the artwork's visual impact and meaning. Emphasis is achieved through the dominant focus on the central hands; the hands below are slightly darker than the surrounding elements. This emphasizes the significance of human connection with water, highlighting its importance in the artwork's theme.

The principle of movement is skillfully applied through the wave-like structure in the background, resembling the ebb and flow of water. This not only creates a sense of motion but also underscores the artwork's water-related symbolism. Repetition and rhythm come into play as multiple hands are repeated, giving the impression of active water descending. This repetition creates a rhythmic pattern, reinforcing the idea of the continuous flow of water and its vital role in our lives.

The principle of balance also plays a significant role in the artwork, careful arrangement of elements. The central focus on the hands in the middle is balanced by the surrounding wave-like composition, creating a visual equilibrium. By skillfully integrating these design principles, 'Sea of All' achieves a harmonious balance between aesthetics and conveying its message about the significance of water and its sustainable management for all.

Phase 3: Interpretation 

This artwork is called: "Sea of All". This painting is a beautiful representation of hope for humanity, using water and hands as a metaphor. It highlights the power of simple sharing that can create a positive impact in the world. Although the sea of need may seem endless, this painting shows that with faith and love, one can make a difference. It was created for the Water for Life International Art Exhibition at the Mayan Museum in Cancun, Mexico, which is scheduled to take place from March to April 2022.  In 'Sea of All,' the thoughtful integration of design principles, alongside the observed colour scheme and composition, effectively conveys the message of the use and need of water, making it a compelling and visually engaging artwork that can relate to the goals of ensuring availability and sustainable management of water and sanitation for all.

3. THE DESIGN PROCESS

3.1.) Visual references:

Figure A) il Post. (2010, July 7). oil_spill_poster_large - Il Post. Il Post. https://www.ilpost.it/2010/07/07/il-male-del-petrolio/oil_spill_poster_large-6/

Figure B) Behance. (n.d.). https://www.behance.net/gallery/53009009/UNDERWATER-DAMAGE-Municipalidad-de-Vicente-Lopez?tracking_source=for_you_recommendations

Figure C)Michelle Garcia. (n.d.). Michelle Garcia. https://www.historiapersonal.com/

3.2.) Ideation and exploration:

3.2.1) One hand:

Figure D.

I found inspiration in the design principle of repetition. In one hand, I held a pair of glasses filled with water. However, at the time of creating this work, it lacked a specific meaning, so I chose not to pursue it further.

3.2.2) Tap water:

Figure E.

During the design journey, we followed an iterative process driven by our commitment to excellence. Initially, we took inspiration from Gestalt theory. Still, the design underwent multiple transformations as we faced challenges in achieving the desired visual impact. We realized the need for a shift in our approach. After thoughtful reconsideration, we had a conversation with our instructor. This exchange of ideas prompted us to change our theme towards a more socially relevant and impactful one. 

Final sketch:

3.2.3. Save Water Is Life

Figure F.

Figure G.

The final design represents a woman carrying clean and filthy drinking water, a poignant visual highlighting the importance of clean water in fostering sustainable development, according to the United Nations Sustainable Development Goal. This transformation from theoretical abstraction to a socially resonant visual narrative showcases our dedication to purposeful design and meaningful communication.

Figure H.

Even after meticulous research and constructive feedback implementation, my pursuit of design excellence propelled me to reevaluate the composition. Despite arriving at a refined version, a lingering sense of dissatisfaction persisted. Driven by a commitment to visual storytelling, I initiated another round of revisions.

In this final transformation, I aimed to impart a profound visual metaphor. The new iteration skillfully conveys that the woman is distinctly left with clean water by figuratively cutting away the representation of dirty water. This subtle yet impactful adjustment elevated the narrative, adding meaning to the visual communication.

This iterative journey underscores the dynamic and fluid nature of the creative process, where each revision contributes to the evolution of a more compelling and resonant design.

3.3.1. FINALE DESIGN:

Water is Life;

The "Save Water Is Life" design embodies essential design principles—specifically, Balance and Pictorial Symbols—to convey a compelling message about the crucial role of clean water in sustainable development, aligning with the United Nations Sustainable Development Goal.

The central image of a woman carrying clean and filthy water distils the message into a powerful visual metaphor. Pictorial Symbols are strategically employed, simplifying the image to make it directly relevant to the chosen words: "Save Water Is Life." This simplicity ensures the image resonates effectively with the intended message.

The commitment to purposeful design and meaningful communication is evident in the iterative process. The pursuit of design excellence involves continuous refinement, adhering to the Balance principle to ensure visual elements harmonize seamlessly, contributing to a cohesive narrative.

In the final transformation, a profound visual metaphor emerges. The woman is symbolically left with clean water by visually "cutting away" the representation of dirty water. This aligns with the Pictorial Symbols principle and maintains visual Balance in the composition.

This iterative journey highlights the dynamic nature of the creative process. Each revision contributes to a more compelling and resonant design, showcasing the intentional application of design principles to enhance the visual narrative and effectively communicate the message.

Final outcome: Water Is Life

Figure I.

Rational

This artwork features a woman carrying a can of water divided into clean and dirty halves. It aligns with the United Nations' Sustainable Development Goal 6: Clean Water and Sanitation. The visual metaphor emphasizes the global disparities in water access and highlights the need for clean water sources. By symbolizing the act of 'cutting away' dirty water, the artwork underscores the focus of Goal 6 on improving water quality. The caption, "Water is life," reinforces the inseparable link between clean water and fundamental human rights, contributing to the advocacy for a more sustainable and equitable future.

3.4. FEEDBACK

Feedback: The feedback you received on the artwork emphasized the composition of hands within it. The hands are depicted with an interesting dynamic: they start with a multitude of hands at the top, and as they descend, the number of hands decreases. This transition from many hands to fewer hands conveys a visual narrative, symbolizing a shift or transformation that could be significant in the context of the artwork.

Feedback Final design: During the review process, I actively sought feedback from the lecturer to improve the visual and communicative aspects of my design. One critical insight from our collaboration was that changing the fonts could significantly enhance the design's impact. I took this valuable feedback and changed the letter types, resulting in a more nuanced representation. Additionally, the lecturer suggested that I switch the positions of the two types of water in the composition, which I implemented and found to be an insightful adjustment. 

This alteration created a compelling narrative that visually emphasized the importance of clean water. This collaborative dialogue with the lecturer was instrumental in refining the design. It highlighted the iterative and responsive nature of the creative process.

3.5. REFLECTION.

During my time at Rotterdam University of Applied Sciences, I participated in the Design of Principles project. As part of this project, I conducted a visual analysis of Melani Pyke's artwork 'Sea of All' to inform my own design process, which was aligned with the United Nations' Sustainable Development Goal 6. The project began with an initial concept of hands and water, but eventually evolved into the final design, 'Water Is Life,' which symbolizes the global water crisis. This journey taught me the iterative nature of design, the importance of collaborative feedback, and the power of visual communication. While I recognize areas for improvement, such as clarifying initial concepts and maintaining thematic consistency, I aim to refine these aspects in future projects. Overall, the project deepened my understanding of design principles and their application, providing valuable insights for ongoing development in the field.