Design Principles - Task 2: Visual Analysis & Ideation
17/2/25 - 3/3/25 / Week 3 - Week 5
Brendan Fedya / 0376283
Design Principles / Bachelor of Design (Hons) in Creative Media
Task 2: Visual Analysis & Ideation
TABLE OF CONTENTS
I. Instructions
II. Task
- Task Brief
- Visual Analysis
- Sketches
III. Feedback
I. INSTRUCTIONS
II. TASKS
➼ Task Brief
After selecting the artwork in Task 1: Exploration, we had to do a detailed analysis based on the structure given in the Visual Analysis lecture notes. Then, we will create 3 sketches and describe how the chosen design could be improved with our intended methods, by applying principles of design.
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| Figure 2.1: ‘Our Beloved Summer' a Korean drama series promotional poster. Artist: [STUDIO N] 홈페이지 Year: 2021 Size: 40.5cm*29.5cm Medium: Digital poster & photography Source: Wikipedia |
➼ Visual Analysis
‣ Phase 1: Observation
The poster is designed in portrait, with 2 figures (a male and a female) in the center. They are shown with their happy faces, leaning against the concrete wall, where the man is in a crouch-sitting pose facing the viewers , and the woman in a relaxed standing stance facing upwards.
For the photo background, it seems like both figures are just relaxing beside the sidewalk in the shades of the sun, with some sunlight rays penetrating from above the figures, through the lush trees behind the walls. The series title Our Beloved Summer is written in 3 columns, where each word occupies each column. It uses a white colored script-like, cursive font with very minimal weight that covers almost the whole poster, leaving some space at the bottom to fit the series information text, which also uses white minimalist text, except the SBS broadcasting network description part, where they use sage green text.
The color used goes around soft, warm, and neutral tones. The figures used denim-material pants, with warm colors like beige, yellow, and white for the clothes and shoes. The other colors are earth toned, which includes lush green trees, greyish concrete walls and pathways, and the bright sunlight rays.
‣ Phase 2: Analysis
The neutral tones that are consistent throughout the poster creates harmony. The emphasis is on the expressive faces of the main figures and also them being placed into the center, which suggest us that they are the main lead for the series. Word & Image is applied since the text blends in very well with the image, it doesn't clash with the overall design because of its minimal stroke weight and the neutral color. Gestalt theory specifically the principle of proximity is also used, where the series information is compiled into one area, that is in the bottom part of the poster.
‣ Phase 3: Interpretation
This is a promotional poster for the romance K-drama series Our Beloved Summer. The show is about years after filming a viral documentary in high school, two former lovers get pulled back in front of the camera and into each other's lives (Source: Netflix). For the poster, it shows the grown up former lovers being together in one frame, which hints that the series goes around their feelings for each other and their current relationship affected by their growth. The mood is expressed in a nostalgic setting that could be felt through its chosen color tones, photo atmosphere, and fonts; which reflects on them being strongly tied by their past relationship.
➼ Sketches
‣ Sketch 1
The figures in the original poster (Figure 2.1) doesn't seem intimate enough, so I took references from an illustrator I found, named @littlehummin . I particularly like how she illustrates the expression of the coupling characters, it feels very close up and emotional (Figure 2.2).
Figure 2.2: Sketch #1 character references.
Source: Instagram @littlehummin
The overall composition of the initial poster (Figure 2.1) doesn't seem balanced, so for the first sketch (Figure 2.3), I used a Golden Ratio composition to draw attention to the main elements, which are from the figures faces, then towards the title. Because the poster is not using much detail and appears too simple, I decided to make it more dynamic with movement, as the wind breezes through the characters, and leaves blowing away. It is also supported with the Word & Image principles, as the series title also seemingly got blown away by the wind, acting as its a part of the environment. This is to make it more cohesive with the overall poster. Additionally, I added hangul alphabets of the title to make it more aesthetically pleasing.
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| Figure 2.3: Sketch #1 |
‣ Sketch 2
I found an interesting approach from another illustrator called @jenishiiarts_ that uses the reflection of waters to portray the characters (Figure 2.4). It seems unique and I think it will catch people's attention more because it's different from many posters out there.
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Figure 2.4: Sketch #2 composition reference. Source: Instagram @jenishiiarts_ |
In my opinion, the characters on the initial poster (Figure 2.1) is not emphasized enough because of the extremely huge title that covers almost all of the poster. The text still looks good with its cursive minimal strokes and feels cohesive enough to the photograph, but I think it could have some improvements.
So, in this sketch (Figure 2.5), I plan to increase the contrast of the two main leads with them wearing bright clothes that differ with the colors of the water and the elements within it. As a result, it creates a better emphasis towards the characters, that is also supported by turning the reflection upside down. I put elements in the water so that it could introduce movement, again to make the composition more immersive and emotionally impactful.
The text still integrates with the background, but I made sure it doesn't interfere with the main point of the poster. I added elements such as leaves and rainbows to connect with the word 'summer' in the title, this further enhances the word & image principles.
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| Figure 2.5: Sketch #2 |
‣ Sketch 3
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The sequence of the pictures (Figure 2.7) are portrayed without spoilers for the overall series, it only includes the story that are already told in the synopsis; ex- lovers who broke up, to them uncoincidentally meet, and their progressive feelings to each other later on in the series. This progressive sequence creates harmony for the three scenes. The symbols I used, (the watermelon, ice cream, umbrella, etc.) creates unity because it's consistently in the same summer theme. I put the title beside the sequences of images (3 images for 3 words of the title) to make the poster appear more balanced.
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| Figure 2.7: Sketch #3. |
III. FEEDBACK
➼ Week 3
➼ Week 4
• Phase 2: Analysis requires a more detailed description to support the design principles mentioned.
• Relate Phase 3: Interpretation to the series synopsis, to support the statement better.
• For the sketches later on, don't think about doing full photography for Task 3: Development & Design, it is suggested to do a combination between illustration and photography.
• The sketches should have a good reasoning behind it, not just simply putting the design principles in it.
➼ Week 5
• Sketch #1 doesn't justify the sentence 'close up and emotional'. Get the figures closer, and it could also incorporate the symbols from Sketch #3 if wanted for Task 3: Development & Design later on.• Sketch #2's reflection in the water concept doesn't correlate very well with the poster beyond being only as a stylistic choice, it just lacks deeper meaning to it.
• Sketch #3 is interesting and has a different approach compared to the other two, but it doesn't seem like a promotional poster.
• If photography is the main element of the poster, it could only use photos taken by ourselves and make sure to use a lot of photoshop process for it. Additionally, all the progress including the photo taking process and the photoshop process should be included in the blog for Task 3: Development & Design.
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