TASK 2 (Visual Analysis & Ideation)

Name: Wong Li Wei

Student ID: 0364538

Assignment: Task 2 Visual Analysis & Ideation (40%)

Tutor: Mr. Anwar

Course: Bachelor of Fashion Design Technology

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1. Instruction
2. Recap Task 2 brief
3. Assignment outcome
4. Feedback

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1. Instruction

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2. Recap Task 2 brief

Description: This task requires you to assess, investigate, document and analyse

the existing art/design work you selected in Task 1. You will study the

design principles found in that work, as well as the size, placement,

purpose, effectiveness of the design.

Requirements:

Recap Task 2 brief.

Write a 300- to 350-word visual analysis of the artwork you selected from the art gallery. Refer to Visual Analysis lecture notes and guide to write the visual analysis.

Next, using your design principles knowledge, sketch 3 ideas on how the selected design can be improved. Describe each idea and support it with a rationale in about 30-50 words. You may include some visual references (cite the sources) that inspire your own ideas. Plagiarism in any way (p. 13 of MIB) will result in an F grade for the overall module and the student will be subjected to the policies of the University concerning academic misconduct. You shall also adhere to the guidelines and expectations for the responsible use of GenAI.

Include feedback from the lecturer.

Learning goals:

To identify, describe and analyse the design principles in the work of others.

To apply design principles knowledge in practice.

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3. Assignment outcome

According to Task 1, the design work I have chosen is All in Your Head by Lorenzo Petrantoni.

Figure 3.1: All in Your Head by Lorenzo Petrantoni

Title of art/design work: All in Your Head
Artist’s/designer’s name: Lorenzo Petrantoni
Year: April 2013
Size: 35×50 cm, 50×70 cm, and 70×100 cm
Medium of art/design work: Digital print
Source: https://www.lorenzopetrantoni.com/wp-content/uploads/All-in-your-head_2-jpg.webp

Visual analysis of selected design work

Phase 1: Observation

This design work is in portrait format. The portrait features a girl at the center who appears to be deep in thought. The top of her head has been erased to accommodate the title within the design. Above the title, there are multiple rows of text and patterns facing downward. In terms of visual elements, the primary colors observed are black and white. Overall, it is a high-contrast design. The combination of black and white, along with intricate cut-out elements, adds depth and enhances the narrative, making it more engaging. (90 words)

Phase 2: Analysis

The design work shows strong emphasis on the girl, who is located on the central image, as she is the only character, as well as the size of the girl, which filled 80% of the design work. A repetition of texts and patterns is found above the title. The principle of proximity (Gestalt theory) occurs when the grouped rows of texts and patterns are closely grouped together. The arrangement of texts and patterns naturally guides the viewer’s eyesight from top to bottom, which creates a visual flow of movement. Strong contrast colours of black and colour were used for the overall design work. There is unity in the overall composition, as the consistent use of texts and patterns creates a seamless blend within the artwork. A clear visual hierarchy is made due to the title, as it is the most prominent element in the design work due to its size, boldness and central placement. ( 154 words)

Phase 3: Interpretation

This design, created in April 2013, explores themes of imagination, perception, and thought. Petrantoni used historical imagery techniques to create an almost surreal effect. His interpretation encourages viewers to explore the connection between reality and imagination, emphasising how history, media, and subconscious influences shape our thoughts. The details prompt closer examination which reveals hidden narratives and connections within the design work. (61 words)

References used for Phase 3:

Lauren. (2021, January 30). Lorenzo Petrantoni explains why black and white makes for the most impactful palette. Frameweb.com. https://frameweb.com/article/book/lorenzo-petrantoni-explains-why-black-and-white-makes-for-the-most-impactful-palette

Heller, S. (2021, January 29). The Daily Heller: Marathon Typographer Lorenzo Petrantoni. PRINT Magazine. https://www.printmag.com/daily-heller/the-daily-heller-marathon-typographer-lorenzo-petrantoni/

Sketches and rationale

Sketch 1

Figure 3.2: Sketch 1.

Rationale:

Figure 3.3: Moodboard for sketch 2.

This sketch represents a psychologist's perspective, where they understand what their patient is thinking, even without the patient expressing it verbally. Deep blue and muddy brown symbolize confusion and introspection, reflecting historical art tones. Wavy lines above the head will develop into full patterns, creating a more abstract effect.

Source Link:

Design principles included:

Figure 3.4: Design principles in Sketch 1.

Sketch 2

Figure 3.5: Sketch 2.

Rationale:

Figure 3.6: Moodboard for sketch 2.

Second, rearranging the composition of the text, patterns, and title. The girl will partially block the title, applying the principle of closure. The wavy lines in the background represent the text and patterns, with some rotated horizontally and others vertically, visually reinforcing the concept of messy thoughts.

Source link:

Design principles included:

Figure 3.7: Design principles in Sketch 2.

Sketch 3

Figure 3.8: Sketch 3.

Rationale:

Figure 3.9: Moodboard for sketch 3.

The girl facing forward, with a wiggling smile, symbolizing her hidden messy thoughts. The upper part of her face will be covered with dense text, represented by wavy lines, creating a raining effect. The title will be repositioned to the right and rotated downward, following the flow of the text.

Source Link:

Design principles included:

Figure 3.10: Design principles in Sketch 3.

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4. Feedback

Week 4

Mr. Anwar: "Your analysis effectively highlights the strong contrast, emphasis, and Gestalt principles in All in Your Head. The composition breakdown is clear, with a solid understanding of visual hierarchy and movement. Your sketches explore creative variations while maintaining the core concept. The use of color and rearranged elements enhances depth. Well-executed!"

Week 5

Mr. Anwar recommended that I redo and improve Sketch One, exploring the composition further to ensure it does not resemble the selected design work too closely. Overall, only one sketch needs to be redone, while the others are good.

Week ?

Wong Li Wei (0364538) Bachelor of Fashion Design Technology (Honours)