TASK 2 - Visual Analysis & Ideation

on

17/2/2025 - 9/3/2025 / ( Week 3 - Week 5)

Aricia Man Yi Xuan / 0375026

Design Principles / GCD60804

Bachelor of Design (Hons) in Creative Media

Task 2: Visual Analysis & Ideation

TABLE OF CONTENTS

1. Instructions

2. Lectures

3. Task 2 - Visual Analysis

                - Ideation

4. Feedback

INSTRUCTIONS

Fig.1.1 Module Information Booklet - pdf

LECTURES

Week 3 

Topic 6: Visual Analysis
  • A way to understand design by focusing on its visual elements and principles.
  • It's about describing how a design looks and why it was made that way.
  • It helps us see the designer's choices and how the design communicates ideas, content, or meaning.
  • An important skill that help us understand and interpret images in everyday life.
Three phases of visual analysis:
  1. Observation
    - Look closely at the design without any prior knowledge. Describe what you see in your own words, focusing on the visual elements.
    - Looking, thinking, and finding good language.
  2. Analysis
    - Think about how the elements work together to create meaning.
    - Use design principles to explain how the design affects the viewer and guides their eyes.
  3. Interpretation
    - Combine your observations and analysis with factual information about the design, its creator, and historical context to understand its deeper meaning and purpose.

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TASK 2: VISUAL ANALYSIS

- Brief Recap -

For this task, we were to assess, investigate, document, and analyse the existing design we selected in Task 1. We were to study the design principles found in the artwork, along with its size, placement, purpose, and effectiveness of the design. After the visual analysis, we were to use our design principles knowledge to sketch 3 ideas on how the selected design can be improved and provide descriptions for each idea and support it with a rationale as well.

- Visual Analysis - 

Fig.2.1.1 Mindshot 194: Ego / (Week 3, 22/2/2025)

Title: Ego
Artist: Sergio Ingravalle
Year: 2018
Medium: Digital Illustration
Size: 2480px x 3508px
Source:  https://sergioingravalle.de/mindshot-194-ego/

Observation
The design artwork is in portrait format. I observed an enlarged keyboard with raised keys, creating a three-dimensional effect. The keys are mostly white with gray lettering and shadow, while the spaces between them are filled with bright red. At the center, there is a man in a black suit standing on the "I" key with his arms crossed. His face is blank, making him seem anonymous or impersonal. Besides, the perspective makes the keyboard seem like a cityscape, as one of the keys is raised higher than others. The texture of the keyboard has a rough, grainy feel. The main colour palette was red, white, and gray.  (108 words)

Analysis
The design is asymmetrically balanced — the elements are not perfectly mirrored, but the structured grid of the keyboard and the perspective lines create a sense of balance within the artwork. The emphasis is on the man who stands on the tallest key, making him the clear focal point and the bold letter "I". There is a contrast between the colour of bright red and gray that stands out sharply. There is also proportion and scale — the huge keyboard and the tiny man, creating an exaggerated perspective. A repetition of keyboard keys is found, creating rhythm in the composition. Moreover, there is unity in the overall composition as the entire artwork is built around keyboard keys, and the use of white, red, and gray keeps the composition visually harmonious. (132 words)

Interpretation
This is a digital illustration created by Sergio Ingravalle, titled "Ego", exploring the themes of isolation, superiority, and digital detachment. It visually represents how ego can elevate individuals but also separate them from others. We can see that the man standing on the raised key symbolizes a person who sees themselves as superior, perhaps due to power, status, or ego. The purpose of the artwork is to transform everyday lives into a meaningful artwork. In a time where social media and online interactions shape our identities, the piece questions whether seeking dominance, validation, or superiority leads to true fulfillment or just loneliness. Overall, the colour creates a bold and striking look and has a surrealistic feel. (116 words)

References:
Ingravalle, S. (n.d.). Thought-provoking illustrations by Sergio Ingravalle. Bored Panda. Retrieved February 23, 2025, from https://www.boredpanda.com/thought-provoking-illustrations-sergio-ingravalle-maivisto/?utm_source=chatgpt.com
Nevsepic. (n.d.). Minimalistic illustrations by Sergio Ingravalle with deep meaning (31 photos). Retrieved February 10,2025, from https://nevsepic.com.ua/en/art-and-hand-drawn-graphics/36837-minimalistic-illustrations-by-sergio-ingravalle-with-deep-meaning-31-photos.html

IDEATION

- Visual References - 

Fig.3.1.1 Visual References for sketch #1 / (Week 23/2/2025)

Source:
Image #1 (Chess Set) - Chess.com.(n.d.). 3 1/2" king height set. Chess.com.https://www.chess.com/forum/view/chess-equipment/3-12quot-king-height-set
Image #2 (King Chess) - Adobe Stock. (n.d.). King - Chess Piece. Adobe Stock. https://stock.adobe.com/search?k=%22king+-+chess+piece%22
Image #3 (Shadow Face) - Dreamstime. (n.d.). Shadow face illustration. Dreamstime.  

Fig.3.1.2 Visual References for sketch #2 / (Week 23/2/2025)

Source:
Dreamstime. (n.d.). Businessman mirror reflection illustration. Dreamstime. https://www.dreamstime.com/illustration/businessman-mirror-reflection.html

Fig.3.1.3 Visual References for sketch #3 / (Week 23/2/2025)

Source:
Image #1 (Left) - Etsy. (n.d.). 3D human face papercraft geometric. Etsy. https://www.etsy.com/dk-en/listing/1115371668/3d-human-face-papercraft-geometric
Image #2 (Right) - PNGTree. (n.d.). Moai rock face transparent. PNGTree. https://pngtree.com/freepng/moai-rock-face-transparent_17630000.html

- Idea Exploration -

Sketch #1
Fig.3.2.1 Sketch #1 / (Week 3, 23/2/2025)

Since my selected design is titled "Ego", I wanted to explore different elements while staying true to the theme and the style. I came out with my first sketch, which incorporates chess elements. I apply the rule of thirds, positioning the king chess piece and figure as the central focal point. I also uses varying sizes of chess pieces and the large face to establishes a clear visual hierarchy.

Description (Power & Superiority):
For Fig.3.2.1, there's a chessboard with various chess pieces, most notably a king in the center with a small figure standing on top, which symbolizes dominance and power, seeing himself as superior. The large face in the background represents self-reflection, judgement, or an external perspective on the ego. Overall, my sketch explores ego as both an internal and external struggle rather than just self-absorption, using symbolic elements to represent the concept.

Sketch #2
Fig.3.2.2 Sketch #2 / (Week 3, 23/2/2025)

The proportion & scale are more obvious in this design; the oversized reflection creates a visual metaphor for an inflated ego, making the concept more directly interpretable. I may also apply a strong colour contrast with a black background while keeping the mirror glow with white light and red for power & ego.

Description (Self-Perception & Illusion):
For Fig.3.2.2, there's a person standing Infront a large mirror, observing a faceless reflection. The labels are the use of colour. The mirror serves as a metaphor for self-reflection, but instead of showing reality, it distorts identity — representing how ego shapes how we want to be seen rather than who we truly are.

Sketch #3
Fig.3.2.3 Sketch #3 / (Week 3, 23/2/2025)
I apply a stronger movement of the floating cubes, which adds dynamism, making the composition feel alive. Besides, the scale and proportion are the large fragmented face that contrasts with the man, reinforcing the dominance of ego.

Description (Self-examination & Fragility):
For Fig.3.2.3, it has a fragmented, geometric face built from cube-like structures, with some pieces missing or floating away. There's a man observing the incomplete statue, reflects on self-examination, possibly questioning their own ego and struggling with their identity.

FEEDBACK

Week 4 (24/2/2025)

Specific Feedback: 
  • It's better to put the overall surrealistic feel in observation into interpretation because it kind of sums up the overall direction of the design. 
  • I think your "hierarchy" needs to explain more (the raised key). 
  • Repetition does not result in structuredness and surrealism; it creates rhythm and pattern. 
  • It's good that you think about the purpose as the creator didn't mention, I like the part (interpretation) that you have related to our very online existence; highlight the part that you have used Chatgpt to help you. 
  • Always remember to put the figure number instead of "for this design". 
  • I do think idea #3 is quite a fresh idea, although the first idea is quite attractive because it's so easy to understand and reflects quite a bit of the original artwork. I feel that idea #3 is fresh. It also meets the purpose of questioning the self and how we are not permanent; what built us can also one day be gone, as you mentioned fragility. 
  • It's wonderful to see you have 3 ideas sketched out. If you have 1-2 more ideas you can add them in. I'm happy to see that you have put in quite a lot of thought into these three ideas and described them well. 
  • You have a good understanding of the design principles as well. You may add more ideas or pick one and proceed to task 3. Commendable work.

Week 5 (3/3/2025)

Specific Feedback:
  • You have put in more sources and references.
  • The third idea has room for development; you can combine a bit of the chess element; it can be constructed by the chess itself.
  • You have made it quite clear for anyone to read your blog about your ideation, and you purposely put it in red so we can see the principles. Well organized.
  • Remember Figure is a name; should be capital F.
  • You can do a bunch of things to develop the idea, like designing the shape, outlook, composition (cut off/focus/light/background), word and image, falling off cubes, or something. Look at different references; how do these integrations of blogs look likes?
  • Start with 2-3 developments in Task 3. Do not straight away finish the outcome.

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