Analysis of four images

1. SAC 1 Part B
Written test Feedback
This presentation provides a detailed analysis of all 4 images.
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DECV Visual Communication Design 2013
General SAC feedback:
 Read the question carefully. Many of you lost simple marks because you didn’t
read all of the question. For example you may have identified audience well in
the first question, but didn’t justify how you came to this conclusion (the second
part of the question).
 When it comes to methods of production only discuss the methods used in the
final piece not in the whole design process (ie. from research through to idead
generation, development and refinement, etc.)
 Vector based images (those that are flat toned, simple shapes, and can be
scaled upwards at any size without image quality loss are created in
Illustrator
 Raster based images (and text sometimes- i.e. that are tonal and complex,
usually photographic) are created in Photoshop
 Layout of image and text in a format, i.e. a 2D magazine spread, a poster,
a book cover are created in InDesign.
 Architectural/interior/environmental/product working drawings (ie
elevations and plans, that are given to builders and engineers to build
manufacture are usually created in AutoCAD
 Presentation drawings of 3D spaces are often created in Sketchup
 Package nets (the 2D layout of a ‘flat’ package) are produced in Illustrator

2. 1. Audience Those interested in cleaner energy and energy efficiency in the
home. The audience would be home owners or renters. This is
obvious because of the product being a lightbulb and the
packaging communicating its smart energy credentials.
2. Purpose To inform the audience about the product contained within the
package.
3. Design
ELEMENTS
Shape: There is a small circle in the centre of the front panel.
This circle contains the logo ‘GE’ which is the name of the
company that has produced this light globe and the reason for
this is to promote the company. Typography: A simple sans serif
typeface has been chosen. The letterforms are elongated and
fine which conveys an elegance. This might help to convey he ‘3’
of the 13 has geometric corners which may suggest the
geometric forms of a room. Form: The rectangular form snugly
follows the forms of the lightbulb. The lightbulb is simply
packaged so that all emphasis is on the ‘smart’ globe and not on
the surface design. It would be a contradict to the purpose of
the product to have an overdesigned package.
4. Design
PRINCIPLES
Contrast: Shape, the circle containing the logo contrast with the
rectangular panel of the package format. There is colour
contrast. Black on light brown. Figure/Ground: The dark figure
elements sit on the lighter brown colour of the ground. The
natural ground has been left to suggest the raw untouched
material cardboard. Paper bleaching is much harsher on the
environment. This reinforces the message of renewable energy.
5. 3 M’s Methods: 3D modelling – construction, die cut then folded to
shape. The package netting digitally produced in Illustrator. The
typography added in this software. Exported for commercial
printing. Media: ink, dye Materials: Medium weight raw or
‘uncoated’ cardboard.
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Visual Example 1
DECV Visual Communication Design 2013

3. 1. Audience Those interested in renewable energy and Greenpeace in general. These would
typically be younger, urbanised, well educated people. We can tell this by the
name ‘Greenpeace’ which is a company that is determined to inspire the
population to act on environmental issues.
2. Purpose To incite the audience to consider renewable energy. To inspire thought, to
inspire action.
3. Design
ELEMENTS
Colour: green symbolises earth and ‘green’ ethical industry while the muted
brown tones symbolise the ‘dirty’ energy industry. Shape: The shapes around the
circle represent different aspects of clean and dirty industry, i.e. factories, coal
fired stations, vs. forests, renewable energy. The shapes are positioned within a
larger circular shape which has been used to symbolise the earth. so
4. Design
PRINCIPLES
Contrast: The colour contrast between green and brown emphasises the
difference between the two energy industries. Figure/Ground: The poster is
ground dominant with predominant white space intended to pull focus towards
the figure element, which is the symbolic earth and energy resources. Balance:
Symmetrical balance is important in the poster because it reinforces a stable
composition important in conveying the earth shape and the horizontally
juxtaposed vector images surrounding it. These are also balanced in a horizontal
axis. Grace T made a very observant statement about asymmetry “While the
overall piece is very balanced and symmetrical to the eye if your look at the
placement of the ‘bad’ images and the ‘good’, the bad appear to be getting pulled
down to the right, through the use of asymmetrical placement of the contrasting
images. This is effective in that it is showing the problem that is needed of ‘turning
the world around”
5. 3 M’s Methods: As the shapes are sharp and flat toned, Illustrator would more than
likely have been used. The text and images could have then been laid out using
InDesign. The final printed commercially using offset printing. Media: Dye, ink for
the printed poster. Materials: Posters are typically printed on light or medium
glossy stock.
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Visual Example 2
DECV Visual Communication Design 2013

4. 1. Audience Theatre goers in general, also parents, family members of Bethany College (the
schools ‘brand’ is at the bottom of the poster). Lovers of Shakespeare. We are
told from the typography at the top that this is Romeo and Juliet. The dagger and
roses suggest the key themes romance and drama, so those interested in this
type of highly charged emotional theatre would be interested.
2. Purpose To promote and advertise the play.
3. Design
ELEMENTS
Shape: The organic illustrative quality of the roses and dagger convey the themes
of love and death in the performance. Typography: The style is hand-drawn, this
again makes for a personal and expressive quality, which again links to the
emotional content of the story.
Tone: A graphic textural tonal quality has been applied to the roses and dagger to
suggest the 3D qualities of the object. Line: The contour lines of the roses and
dagger are fluid and expressive suggesting the emotionally charged content of
the story.
4. Design
PRINCIPLES
Contrast: From Tayla T “The contrast of the knife against the roses is something
else I noticed. The harsh blade although in the same art style feels very contrasted
against the soft sweet roses.” Figure/Ground: The poster is figure dominant to
draw our attention to the images and the symbolic meaning of the rose (for love)
and the dagger (for death) the main themes of the story expresses and
symbolised. Pattern and Scale: The foreground has been copied and scaled up
then placed as a light background. This has been done to enhance the
importance of the images of the rose and dagger and convey the symbolic
meaning of these objects.
5. 3 M’s Methods: The illustration and texture on the ground, could be hand drawn, then
scanned into Photoshop for clean up. The text and images could have then been
laid out using InDesign. The final printed on a desktop printer or commercial
offset printing.
Media: Pencil, fineliner for the original drawing. Dye, ink for the printed poster.
Materials: Posters are typically printed on light or medium glossy stock.
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Visual Example 3
DECV Visual Communication Design 2013

5. 1. Audience Younger people who would enjoy the novelty factor of this wine.
The radio and retro graphics suggest party, dancing and
socialising. This is not a wine for serious wine collectors or more
conservative types. The pink colour suggests a female audience is
being targeted.
2. Purpose To entice the audience to buy the product. To excite them about
the wine through the novelty factor.
3. Design
ELEMENTS
Shape: There are a range of circles and rectangles all with
rounded edges to convey the buttons and dials of a radio.
Line: There are repeated lines within the shape on the bottom
third of the package. This represents the speaker interface of the
radio. Form: The packages rectangular form is in the shape of a
radio with the handle serving a functional purpose. There are two
green dials which have been attached to the front which provide
an even more authentic radio design. Colour: the predominant
pink coloured radio may have been used to specifically target
young women. This particular hue, along with the combination of
pastel green and yellow is a retro colour scheme.
4. Design
PRINCIPLES
Pattern: The repeated line in the bottom third of the radio
symbolically represent a speaker. This pattern is repeated in the
thin vertical strip running from the top of the wine label, creating
a consistent visual link between product label and package design.
Figure/Ground: The pink ground suggests the radio. With the
figure elements of shapes making the buttons and dials.
5. 3 M’s Methods: 3D modelling – construction, die cut then folded to
shape. The package netting digitally produced in Illustrator. The
typography added in this software. Exported for commercial
printing. Media: ink, dye Materials: Medium weight raw or
‘uncoated’ cardboard.
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Visual Example 4
DECV Visual Communication Design 2013