Monday 6 May 2013

OUGD401- Studio Task1: Critical Analysis

 Critical Analysis

For the first session we was asked to bring in two images that we liked and two that we didn't.


Like




Dislike




First we got into groups and wrote on the back of our images L or D, depending on what we had chosen for like and dislike . We then moved to the next table and had to arrange that groups images into what we thought was there likes and dislikes. It was interesting to discover every group had selected the right images apart from the odd one or two.

We discovered that most of us had evaluated the images subconsciously. I found this interesting because it proves that we are all visual people.

We then had a presentation and discussed the critea by which we 'judged' the quality, effectiveness and appropriateness of the examples of work.


colour, layout, communication, visual content, non-visual content, function, quality of execution, legibility, audience, context, concept, message, media/method of production.


The format for analysing images:

DESCRIBE (What can you see?)
INTERPRET (What is it about?)
EVALUATE (How good is it?)
THEORISE (How could it be improved?)




Next we got into pairs and was asked to chose one of the images we liked. Individually we were asked to describe and interpret our image as well as our partners image.



Left image (Mine) Right image (Partners)


My Image

Describe
  • Digital collage
  • Geometric shapes
  • negative space
  • Minimal
  • Pastel colours
  • Clear sans-serif font
  • three column grid system

Interpret
  • Music event
  • Band orientated: Rural images suggests calming music
  • Flowing patterns within shapes reinforces above
  • Indie music
Partners Image

Describe
  • Branding
  • One dominant colour
  • vintage
  • retro style typeface
  • logo

Interpret
  • Range for a food company
  • Classic style burger joint
  • Traditional restaurant
  •  Sold on values 
  • American?

We then compared what we had analysed discovering that our answers were pretty similar.  To finish off the task we were asked to evaluate and theorise the images as a pair.


My Image

Evaluate
  • Clearly displays information regarding the event
  • legible
  • Clinical 
  • Well structured- image followed by body copy

Theorise
  • Maybe use a logo
  • Different colour/point size to break up text

Partners Image

Evaluate
  • Fulfilled its purpose
  • Clear Branding 
  • Recognisable 

Theorise
  • Burger bag looks a little disjointed, maybe add yellow for continuity
  • Same as above for the cup
  • Burger addict sticker looks too similar to the burger king logo


Identify and explain 5 reasons why critical analysis is an important part of education, learning and devloping your understanding.

  • Allows you to explore multiple meanings, concepts within work
  • improves language and general communication skills
  • creates an opportunity to investigate historical content
  • Helps to inform design decisions
  • assists in learning the fundamentals of design

When analysing the work of others in particular, it tends to be subjective in most cases. By critically analysing, it allows you to discuss different possible meanings, which is important for graphic design, improving your understanding of communication.
 When critically analysing work there is a unique language used by designers. By putting this to practise it will help you in becoming more professional in a commercial environment.
 Good graphic design is informed by historical content as well as contemporary practise. By researching the historical content of design, it helps you to recognise the successful characteristics and fundamentals that designers use to this day.
 This leads to my final point. Learning the fundamentals of design; function, design context, tone of voice, message/ idea/ concept, and intended scale,  aids in recognising and understanding good graphic design. 


Identify and explain why the crit is useful in the development of your work, skills and opinions.

  • Builds confidence
  • adress strengths/ weaknesses in work
  • How you could improve
  • Get different perspectives  

Crits help to improve your confidence in different ways. For example they improve how you communicate your ideas to a group of people, through the use of clear, intellectual design language. It can be daunting showing your work to other people, this is where the crit helps you to get over your insecurities, to allow you to confidently present your work or ideas, which will be essential in a professional environment. Taking criticism without perceiving it as a personal attack is a skill that is required. Crits help you to understand this, without destroying your confidence in my opinion.
 It's a good chance to ask your peers on what they think is working or not. As we discovered from the previous task the collective opinions of the group is generally positive and informed.
 This links to my next two points. Everyone has their own unique style of design and will interpret your work differently to how 'You' will. This is why a different perspective can be beneficial in helping you to improve your work.



Choose 5 criteria from the list that were generated during the studio session. For each criteria brefly summarise what will generally affect how you judge what you like and dislike when analysing examples of work. 


Colour

I find simple colour schemes appealing, usually consisting of two to three colours. I general like calming, cooler colours such as purples, blues etc. However I also like bright vivid contrasting colours if it's appropriate. I've started to notice as well that I'm drawn to designs set on a white background. I think this is because it has a clinical aesthetic. I dislike over complicated colour schemes. The bottom right image is a good example. I find it unnecessary, disorganised and visually nauseating. 


Media/ Method of production

I am definitely more drawn to digital work at the moment. I like the tidiness and professional finish you can achieve. However, when I create my own work, I like to produce handmade material to combine with digital elements, I think it can add visual depth to your work. 


Function

Since starting university and researching the different functions of graphic design, I have enjoyed looking at branding the most so far. the designs I have looked at and liked tend to be minimal, similar to above, consisting of one or two colours with a clinical finish. I also like the continuity across the media. I think it would be interesting and a challenge to incorporate the same design components, on different media, in an effective manner. 

Visual Quality 

I tend to judge the visual quality of work on the clinical aesthetic. In the top two images I like how the shapes are perfectly aligned with clean, crisp sharp edges. I think this is why I enjoy working digitally, particularly working with vectors because it allows you to get that polished finish.

Layout

I like layouts that have a clear logical structure, that are well organised and easy to navigate. The top left image illustrates this well. It's an info graphic that uses geometric shapes to divide the copy in a functional system.



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