TASK 2 (Visual Analysis and Ideation)

[ 17/02/25- 03/03/25] (Week3- Week5)

[ Ng Jia Xuan / 0375273 ]

[Bachelor of Design (Honours) in Creative Media]

[ Design Principles ]

[ Task 2: Visual Analysis and Ideation ]

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TABLE OF CONTENTS

1. Instructions
2. Lectures
3. Visual Analysis
4. Ideation
5. Feedback

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1. INSTRUCTIONS  

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2. LECTURES

Topic 6: Visual Analysis

Using Visual Elements & Principles to understand a design

OBSERVATION:

Look closely and list out what do you see in this design

ANALYSIS:

Using your knowledge about design (principles, laws etc) to think about your observation

INTERPRETATION:

Finding the meaning and purpose of this design with finding trustworthy sources

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3. VISUAL ANALYSIS

TITLE OF ART:  Don't look at the Demon Poster 1

ARTIST: Valan Kua Wei Lun

YEAR: 2022

SIZE: 1920 x 2689 pixels

MEDIUM: Digital Art

SOURCE: 

1. https://www.artstation.com/artwork/yDAvqQ

2. https://www.instagram.com/p/CjISIyrvzve/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Q: Why do I choose this art work?

A: There are a few reasons why I chose this artwork:

1. This artist is actually a senior from my high school, and he is someone I really look up to. When I get the opportunity to analyze a drawing, he is the first person who comes to mind!

2. In my opinion, the most prominent element he uses is lighting and shadow, which is also the element I’m most interested in. Hence, I think this is the perfect opportunity for me to analyze the technique he uses in this poster.

3. I am interested in analyzing the colors and composition of this poster. The colors of this poster are quite straightforward, which are black, red and yellow, but the composition is not plain at all. On the other hand, I think this composition is quite dynamic, creating contrast between the foreground, mideground, and background to highlight the main focus. 

In conclusion, I am very interested in this artwork, especially the usage of light and shadow. Hence, I would like to analyze this piece!

OBSERVATION:

At first glance, my eyes naturally follow the audience (the people at the bottom) up to the floating man, so I assume the floating man is the main object. The main colors in this poster are red, yellow, and black. In addition, the movie title (the red words) also catches my eye. The border of the poster is black, while the center serves as the light source. The title and information in this poster is gather in the bottom middle. Valen uses a camera recording as an outline border for the middle scene. 

ANALYSIS:

Credit: Notes drawn by me

First, let's discuss the composition. Valen employs symmetrical balance in the composition. We can see a triangle (with the floating man at the top and the audience at the bottom), creating hierarchy and guiding the viewer’s focus toward the main subject. Valen also uses the principle of continuation (using the string to guide the viewer's eyes) to direct attention.

Next, regarding the colors: the yellow (light) spreads throughout the black room to create contrast, which draws the viewer's attention. Furthermore, the floating man, depicted in the brightest color, is the emphasis in this poster. 

To make the text (word)  stand out, the artist uses a highly contrasting color combination of red and black. Valen also applies the principle of proximity to separate the text from the image.

INTERPRETATION:

General Interpretation:

This poster is actually a movie poster. 'Don't Look at the Demon' is a 2022 Malaysian horror mystery thriller film directed by Brando Lee. 

Source: https://www.rottentomatoes.com/m/dont_look_at_the_demon

Personal Interpretation:

I am really into shadow and light, and I’m eager to incorporate this technique into my next or future projects. After analyzing this piece, I’ve realized just how powerful light and shadow can be in creating contrast and emphasis. My eyes were immediately drawn to the center, which shows how effective this element is at capturing the viewer’s attention. Additionally, it feels great to know that I’m able to analyze a piece like this!

Choosing the right colors is crucial too. The use of iconic contrasting colors, like red and black, really creates a spooky, horror-movie vibe, helping the audience instantly recognize the genre of the movie as horror.

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4. IDEATION

IDEATION 1:

RATIONALE:

In this sketch, I reuse the floating man's elements by Valen original poster, but I change the angle to more close up version. I use the eyes shape spotlight to represent the 'look' from the title and add a 'L' & 'K' shadow. For the art style, I am thinking of vector art.

Vector art Reference Credit: Me

For the title, I am thinking of make it more simple and straightforward. Hence, the audience can focus on the main character.

Color Palette: 

Background: Maybe not black, but darker color (Black might be a bit boring)

Spotlight: Maybe red, I kind of want to focus on the shadow and light, so for the shadow and light I will draw a more detail ver.

Lighting Reference Credit: https://pin.it/3sFNZCPuW

DESIGN PRINCIPLES:

Contrast & Emphasis: The contrast between the spotlight and the black background creates contrast and emphasizes the main character.

Approximate Symmetry Balance: The title, divided into two portions (Up Left & Bottom Right), creates a balance.

Composition Reference Credit: https://pin.it/4iozjJOkf

IDEATION 2:

RATIONALE:

In this sketch, I plan to change the perspective so that the composition is viewed from the floating man's face. My intention is to highlight the terrifying expressions, as this is a horror film, allowing the audience to immediately grasp this information at first sight.

For the title font, a more classic clean straight font. Hence, the audience can focus on the center.

Color Palette: 

I am still thinking about the color, I want to experiment with all kinds of combo. Currently, I am thinking of red and blue, create contrast. I think this combo can create spooky vibe.

DESIGN PRINCIPLES:

Principle of Closure: Some of the words are behind the man

Word & Image: The word 'look' is aligned with the eyes, using both eyes as the letter 'O' in 'look'.

(Left) Word Placement Reference Credit: https://pin.it/6dW4nlkvt

(Right) Facial Expression Credit: https://pin.it/3cQlYcvLC

IDEATION 3:

RATIONALE:

In this sketch, I’ve created an entirely new design without using the elements that Valen used. 

To emphasize the pressure and connect with the 'look' in the movie title, my idea is to have a human eye looking at a demon's eye. I want to spark the audience's interest and curiosity about what might happen if they look into the demon's eyes. What will happen? Even though the title warns us not to look at the demon, my composition takes a completely different approach.

Color Palette: 

Background: Might be black or monochromatic

Spotlight: Orange, skin color (I might draw in a more realistic way)

DESIGN PRINCIPLES:

Symmetry Balance: Both side have equal weight

Contrast & Emphasis: The eyes will be in color, while the rest will either be completely black or monochromatic, creating a contrast that makes the eyes stand out.

Word & Image: The eyes part is link with the action 'look' in the title

Composition Reference Credit: https://pin.it/1x2ggqGGH

AFTER CONSULTATION MY NEW SKETCH:

IDEATION 4:

Sketch 1

Sketch 2

RATIONALE:

Before I start my explanation of these sketches, here's a brief summary of the movie. Essentially, it's about a haunted mansion, and a team of paranormal investigators goes there to investigate.

In this sketch, I kept the elements of the old poster, but I changed the shooting perspective, as suggested by Mr. Martin. This perspective allows us to capture the terrifying expressions of the possessed man.

In this sketch, I used a fisheye lens to represent the camera in the film. In the original poster, Valen used a camera recording border to represent the filming done by the paranormal investigators.

For the title 

Sketch 1 Title Reference Credit: https://pin.it/3l7dVGBSw

Sketch 1: Placing it at the bottom so it won't distract from the main character

Sketch 2: My idea is to use spray paint to give it a warning vibe

For the art style, I will draw in a more realistic style, perhaps adding a bit of surrealism and exaggerating the expressions to enhance the spookiness.

Besides that, I'm thinking of adding a grain/noise filter to the composition to make it look like it's from a camera/CCTV

Reference credit: https://pin.it/30YCT5ixW

Color Palette: 

1. Background: It will be dark, and I am thinking about using brown or dark red.

2. The Man: I will create a light source that directly shines on the man's face. I’m thinking of using yellow.

*I will experiment more with the colors. My goal is to tone down the background and make the man stand out more.

DESIGN PRINCIPLES:

BOTH:

Contrast & Emphasis: By using color, light, and shadow, I will make the man the focal point.

Proportion: Compared to the other elements, the man is the largest due to the fisheye effect.

SKETCH 2:

Word & Image: Using the eyes to complete the word 'look'

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5. FEEDBACK

WEEK 4: 

Adjustment:

ANALYSIS: 

Mr. Martin suggests that since the composition has symmetrical balance, the Rule of Thirds might not be the most suitable design principle for this artwork, as the object does not touch the four points.

INTERPRETATION:

I should write about how I feel when observing and analyzing this piece, expressing a more personal feeling.

WEEK 5: 

For the sketch, I focus too much on the title instead of the context of the movie. Mr Martin suggest me to keep most of the elements in the original poster instead of focusing on the title itself.