DESIGN PRINCIPLES - TASK 2 - VISUAL ANALYSIS

17/02/25 - 03/03/25 ( Week 3 - Week 5 )
Carren Yeliandi / 0376990

Bachelor of Design (Honours) in Creative Media - Design Principles - Taylor's University

Task 2

Table of Content

INSTRUCTIONS

"For task 2, we are required to analyze even further the chosen poster from task 1 using the taught method of visual analysis before finally sketching out 3 ideas to improve the chosen poster from task 1"

TASK 2

Fig 0. Original chosen poster without size adjustment (03/03/25)

Fig 1. US OPEN 2022 COMMISIONED POSTER BY KEY DETAIL (23/2/25)

Title : US Open 2022

Artist : Key Detail

Year : 2022

Medium : Digital Poster

Observation:

The poster has rounded edges on the top, from the top you can see some clouds on the left and buildings on the right side. The color of the sky is a darker blue than the floor but the detailing on either side uses the opposite. You can see a person with a slight pose, swinging their racket with white effect coming out of the racket. Then you can see th floor of the court with the bright blue color and the gradient netting. There is also 4 ball following a white line, slowly becoming more details the more it became closer to the viewer. A text is put between the buildings and the most detailed tennis ball in front. (116)

Analysis :

Based on what I have observed and learned, I can conclude that the reason for the tennis ball standing out is the use of contrast in the poster with the yellow tennis ball being the brightest out of the whole poster, with neon like color compared to the rest with mostly a dull blue. Then there is also this white curve outlining the movement of the ball with a few simpler version of the ball following the white curve as the after-image to insinuate movement of the ball. There is also movement of the swing of the racket that you can see from the white curve flowing from the racket that stops at the floor, hence the splatter of white before continuing on towards the movement of the ball.

This also counts as the principle of continuity as the movement follows the white curve creating a continuous flow for the eyes to follow, as the white curve from the racket is less visible, the eyes instinctively follow the opaque white color of the white curve that symbolize the movement of the ball. Then there is also the text basically explaining what the poster is meant for with the graphic supporting said statement, this is called the principle of image and word as the image supports the word and can further accentuate what the artist wants to convey. There is also slight emphasis by the use of detailing, you can see that the rest of the poster is made out of simple shapes and a little shading on some parts however none of them has as much details as the tennis ball in front giving the tennis ball emphasis. (277)

Interpretation:

There are many types of US Open, two of the most popular one being the golf championship and the tennis tournament. Viewer could easily gets confused on what the creator wants to convey if the wrong image was used. However, due to the use of the correct graphic to support the text, viewer can easily tell which type of US Open it is. This is called a good visual communication, to emphasize this meaning I will use another poster example of the same topic.

Fig 2. Official US OPEN 2022 Poster (26/2/25)

It is important to have good visual communication so that the viewer could easily understand what the artist wants to convey of what the theme actually is for example the poster I chose (figure 1) tells us about the US Open 2022, a tennis tournament that is clear based on the graphic of a tennis player and the very detailed tennis ball compared to the other poster (figure 2) that simply shows buildings and a landmark (statue of liberty) that only tells us the location of the event but not what the event actually is.

Other than that, the color palette used is also different, figure 1 uses a bright and energetic color palette while figure 2 uses a dark and neon-like palette that seems like one that would be used at an invitation to a party. To conclude what each poster seems to mean without further research, figure 1 is a tennis tournament while figure 2 is a city showcase/tour or even a party in NYC. Hence, the importance of the right image or graphic to support the text to lead to a good visual communication as to not confuse the viewer on what we want to convey. (283)

Sketch ideas

Fig 3. Improved poster ideation sketch 1 (3/3/25)

Rationale (Fig 3) :

I wanted to emphasize the tennis match to bring out the same good visual communication by using the right image and word. There is use of principle of contrast by the use of details and movements by the lines symbolizing fast movements. The contrast creates emphasis on the tennis player and it easily tells the viewer what US Open 2022 is. I also change the o in the open to a tennis ball to further emphasize the point. (78)

Fig 4. Improved poster ideation sketch 2 (3/3/25)

Rationale (Fig 4) :

This time I wanted to use the principle of closure by using the audience in the stadium itself. The empty seats are symbolized with black blocks and there is use of proximity via gaps where the stairs will be to separate the texts. The right side was empty so I just create a tennis ball using the same principle. Technically the chairs and seats of the stadium where the audience is, is part of the principle of continuity and repetition as there is lines of people that will be using mostly 3-5 different color shirts hence the repetition. The audience won't have too much details as it the point of view is from the far top. (116)

Fig 5. Improved poster ideation sketch 3 (3/3/25)

Rationale (Fig 5) :

Figure 5 is not that much different from figure 3 as it is technically the same pose just different angle and it uses the same text of title just not the extra texts. For figure 5, I wanted to use the principle of continuity for the audience and there is use of principle of repetition for the audience as tennis match audience is not too active like other sport matches so they mostly just sit still. (76)

Reference :

Sketch 1 :

1. Stadium & lighting

2. Pose

3. Tennis court

Sketch 2 :

1. Stadium

2. Tennis court

Sketch 3 :

1. Tennis service pose

2. Tennis match audience

Feedback

Week 3 :

Task 1 feedback.

Week 4 :

The observation and rationale is already quite clear, just need to put what is on which side on the observation. The interpretation needs to be more elaborated on the visual communication part, try using another poster to emphasize the problem.

Week 5 :

The selected sketch to be developed is sketch 1, there is still some things that can be fixed so develop it in task 3. Complete the feedback and it's good to be submitted.

Carren Yeliandi (0376990)

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