TASK 3 (Design)

04.03.2024 - 24.03.2024 || Week 5 - Week 7
Yong Zhen Xing || 0359473
Design Principles || Bachelor of Design (Honours) in Creative Media || Taylor's University
Task 3 (Design)

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Module Information Booklet :

1. Task 3 Brief Recap
In the final task, I needed to create an original design work inspired by the selected work on task 1 which also has to be related with the UNSDG goals. The design principle of the work should be considered first when sketching so that it will be more fluent in design language. After finishing the final design, I then need to write a rationale about it.


2. Visual References
Firstly, I needed to get a rough idea of what I wanted to do. Since my UNSDG goals was gender equality, I wanted to get some ideas on that along with some composition or rough idea reference. From my initial selected design, elements that I wanted to follow were the night street theme and the expressing of freedom. The first 3 images are taken from my favourite artist who happens to have elements to what I am going for while the other 4 are images taken in relation with gender equality.

fig 1.1, Visual References Board (12/3/2024)

Image References :
1. https://twitter.com/samdoesarts/status/1730270952083132896/photo/1
2. https://twitter.com/samdoesarts/status/1687498291792027657/photo/1
3. https://twitter.com/samdoesarts/status/1638215082608828416/photo/1
4. https://www.pinterest.com/pin/493073859203457743/
5. https://www.pinterest.com/pin/620652392408367633/
6. https://www.pinterest.com/pin/1133429431291873871/
7. https://www.pinterest.com/pin/1121326007219370413/


3. Sketches
For the sketches, I wanted to experiment with different concepts so that each design has its own unique traits. At the same time, I didn't want to create a simple and boring design, so coming up with ideas for the sketches prove to be quite a challenge.

Sketch 1
For the first sketch I went for a day and night split in a city's street with the character in between it to show that a women should be free no matter when or where is it. They shouldn't need to worry about going out at certain times of the day just to feel safe. This is further highlighted with the text below the design. Design principles that were considered in the design are balance with how the composition feels equal overall, contrast with the night and day setting, and unity with the mixture of different elements.

fig 2.1, Sketch 1 (13/3/2024)

Sketch 2
For the next sketch, I decide to go for a more solid theme of "Fighting For Freedom". Here I took inspiration from a game called "Don't Starve Together". In the game, when you have a campfire set up at night with low sanity, shadow hand figures would try to remove its light source and eventually killing the player to darkness. The way you combat it is by standing on the shadow hand's position and following it until it backs away.

 

fig 2.2, Shadow Hand Figure Reference (14/3/2024) [Image Link]

I decided to take this idea and implement it on my design with my own twist. The main concept behind this sketch is that women usually only feels safe going out in the day because it is bright. So the idea of a women fighting for light at night is a pretty interesting concept to experiment with. The hand figures that the women is fighting for symbolizing those dangerous men that target women while the eyes in the darkness creates this idea of constantly being watched by them. Design principles that were considered in the design are contrast with the different mixture of elements in different areas, balance with how the composition is overall, emphasis with the focal point being the light area and variety with many elements used throughout the design.

fig 2.3, Sketch 2 (14/3/2024)

Sketch 3
For this sketch, I focused more on the idea of gender equality as a problem. The idea on this is that men feel safe both at night and day while women usually only feels safe in the day. Because of this, I decide to create the same street theme on both side with the women being on the day side and the men being on the night side (as labeled on each corners) to what they feel safe. So the main concept comes with both of trying the unlock the barrier between the times of the day, also known as 'The Equality Lock' so that both genders can feel safe at any time of the day. Design principles that were considered in the design are balance with how the night and day are a reflection of each other, contrast with the night and day setting, and emphasis with how the focal point would be the lock and 2 subjects at the center.

fig 2.4, Sketch 3 (14/3/2024)

After discussing with Mr Zeon on my sketches, from the 3 sketches, the best idea we both agreed on was definitely sketch 2. So I proceeded on making that design into Adobe Illustrator.

Process Of Making :

fig 3.1, Creating Elements through Lines (19/3/2024)

fig 3.2, Adding Flat Colours (19/3/2024)

fig 3.3, Adding Texture and Gradient (20/3/2024)

fig 3.4, Making Shadow Hand Figures and Darkness (20/3/2024)

fig 3.5, Creating Different Eyes and Adding Extra Details (20/3/2024)

4. Final Design
Below shows my Final Design for the poster!

 

fig 4.1, Final "Fighting For Light" Design [JPEG] (20/3/2024)

5. Rationale
The concept behind this design is based on the UNSDG goal, gender equality and my previously chosen artwork. When night arises, women feels unsafe going out as they fear getting attacked or approached especially in the streets. That is why the eyes are there, to show the feeling of being watched. Since daytime is the brightest, women are more likely to go out during it too, so I took the idea of light and how women needs to fight for it to be safe. This is further emphasized by the hands of these bad people trying to take away the light. This however shouldn't be the case and equality needs to occur.

Design principles that can be found in the artwork is asymmetrical balance where every part looks equal to to each other without overpowering another. Emphasis can also be seen with the attention being dragged to the lamppost area mostly focusing on the subject's bright shirt. Contrast is also apparent with how elements differ in different parts of the design. Movement can be seen with the outer eyes looking at the subject to drag viewer's attentions to the subject. Variety can be seen with many organic and sharp elements used throughout the entire design.

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Weekly Feedback :

Week 6 :
Lecture says he is fine with me choosing the second sketch. As for composition, I can center the lighting of the lamppost more so it fits in the composition. I could also experiment with the eyes whereby it creates movement and leads to the center of the subject.

Week 7 :
Lecture says that final artwork is good and doesn't need any changes. The blog also looks fine and I can proceed on with the final compilation.

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Self-Reflection :
As with any final projects, this was by far the most challenging project yet as we only had 2 weeks to finish it. I definitely struggled the most in coming up with ideas for the design while keeping in mind the design principle too, but after that hurdle was overcame, it was mostly smooth sailing till the end. When it comes to making the design in Adobe Illustrator, I was a bit rusty at first which resulted in watching some tutorial videos but then it all came clicking back in my head. I also learned a new tool called the 'live paint bucket' which was very useful in a big part of my design. Another part I struggled with was creating the eyes in both the subject and the foreground. I had to experiment with different eye types for the subject to finally get the most fitting one. I also played around the shape of the sclera to properly get the expression I wanted in the foreground eyes. As difficult as it was, I still enjoyed the process and the creation of the design. I am pretty happy with how it turned out too!

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Further Readings :

1. "The 5 rules of design composition and layout"

2. "Originality in design"

3. "What is Movement in Art — Composition Techniques Explained"

4. "The Art of Visual Hierarchy: Guiding the Viewer’s Eye"