Analysis SAC

Throughout this Outcome we have been looking at the Practical and Analysis of the three fields of design. This SAC is to assess your understanding of why designers make the decisions they make when designing for a specific client or need.

Analysis

noun: analysis; plural noun: analyses

1. detailed examination of the elements or structure of something (DESIGNS)

1. What might be some characteristics of the target audience for the design?

2. Identify the purpose of this visual communication. Explain your answer

3. What potential research has the designer undertaken? Explain your answer

4. What is the potential context of the design? Explain your answer.

5. Outline one decision made by the designers about the function of the design?

6. Describe one factor the designers might have considered for the design.

7. Outline one decision made by the designers about certain elements and principles of the product with reference to aesthetics (the look)

• Age: children, teenagers, young professionals, middle aged, elderly.

• Gender: female, male, non-gender specific.

• Socioeconomic status: what level of income does the audience have? Low-paid audience or highly paid professionals? Does the visual communication feature complex language that only a specialist would understand? Is the target audience required to have a specific level of education?

• Location: is the audience primarily city or country residents? Inner-city or suburban dwellers?

• Interests: animal-interest groups, sporting associations, music fans, fashion-conscious consumers, hobbies, etc.

• Cultural and religious background: is the target a specific ethnic culture? Or social groupings, such as large families?

This details the research into similar products, the audience or inspiration for the design.

Context refers to the location or situation where a visual communication will be seen or used.

When students are designing in the fields of industrial or environmental design, further consideration is necessary for context. Our study doesn’t require students to make actual functioning products so it is more likely, that a student will be presenting a depiction of the object to a client. These include technical drawings like 3rd Angle Orthogonal views, Plans and Elevations, isometric, perspective renderings or models. The context for these kinds of presentation formats is the place where they are shown to a client. Therefore, presentations with the purpose of depicting or informing are part of a pitch in architect’s studio, in a builder’s office or apartment display centre.

• To advertise: Advertising may involve marketing or selling a product or event.

• To depict: Depiction may involve representing or portraying a product or company.

• To guide: Guiding may involve advising, assisting or providing directions.

• To identify: Identifying may involve the identification or establishing what something looks like.

• To inform: Informing may involve providing facts or information.

• To promote: Promotion may involve encouraging the target audience to participate.

• To teach: Teaching may involve instructing or demonstrating information.

How does purpose shape design?

Make sure you are familiar with the purposes for visual communications.

Take care when discussing purposes for visual communications in the fields of environmental and industrial design. You will need to differentiate between the purpose of a building or object itself (for example, a house is to provide shelter for someone) and the purpose of a visual communication that represents or depicts a design. (For example, plans and elevations depict a building).

In our study students are asked to consider factors that shape and influence designs both as we analyse visual communications, looking back deeply into the needs, purposes, contexts, social, cultural and stylistic trends that may have surrounded the development of a new design, and looking to the future by relating our known audience requirements, purposes, contexts and other factors, to the forming of potential solutions and presentations.

In addition to the factors mentioned above, there are more that play important roles in shaping design. These are;

• Aesthetics

• Functional

• Social (cultural, religious, political)

• Technology

• Economics (financial)

• The environment

• Legal, ethical, moral

Each of these factors describe the climate for the design of visual communications. Let’s see how they can impact designs.

Aesthetic qualities refers to the overall visual effect of the design. To define aesthetic qualities, we identify the overall visual characteristics of a design. We need to identify relevant components such as elements and principles of design and materials and methods that contribute to the aesthetic effect.

Aesthetic considerations refer to the expectations of a client that guide a design towards a visual effect. Aesthetic considerations may be defined in a brief.

The aesthetic considerations including tone and manner, style and genre, that are desired for a visual communication influences how it is made.

The function of visual communications in this field is supported by;

• Elements and principles of design; how they contribute to the function

• Materials, methods and media; how they contribute to the function

The term functional considerations refer to how a visual communication works. The notion of how something works probably makes sense when we consider industrial design. For example, its easy to understand that a chair or pen, functions respectively – that is, they support a person safely or writes on paper clearly. Similarly environmental design is made to function as well. A house houses a family, a school encloses learning spaces securely and a shopping centre comprises a group of traders in inspirational or themed environs. The functional considerations for each of these visual communications refers to the things that need to be considered in order for the design to function effectively. These items could include the selection and application of appropriate elements and principles of design, materials, methods and media or any other element of construction needing to be used.

For visual communications in the field of communication design the same applies. However, considering how two-dimensional presentation formats like a poster, function may not be as easy as determining how appliances or building work. To identify the functional considerations (and ultimately to describe, explain, analyze and evaluate) communication design, one needs to first identify its purpose. For example, if a logo is intended to identify the owner of a building, then can it be seen clearly? Does it contrast in shape and colour with its background? Is it simple and recognizable? Furthermore, is it easily adaptable to other presentation formats? If the answer is yes to all these questions, then the functional considerations have all been met.

Functional considerations required for visual communications influence the way they are designed and made.

The chief environmental consideration is sustainability and the impact on the environment that the production and distribution of visual communications has. Environmental impact is found in preparation of visual communications, print production, and transportation involved in production and distribution.

How do the requirements of IP (intellectual property), copyright, trademarks, registered designs, moral rights affect sourcing images, image manipulation, reproduction, storage and distribution of visual communications?

Methods, materials and media refer to the processes used by the designer to produce a visual communication design. They include drawing, painting, printing, photography, collage, computer and 3D processes.

Designers make decisions throughout the design process about which methods to employ. Sometimes a designer will be given specific instructions on which production methods to use, as outlined in the brief. For example, a graphic designer might be requested to use only black-and-white photographic images to reduce the cost of the design or because it will provide a link to previous projects. In the initial stages of the design process, designers might rely heavily on freehand drawing when generating ideas, then scan their work and further develop imagery and concepts using programs such as Adobe® Illustrator®. They might take photographs as a way of recording research, or photograph a 3D model to be included in a brochure design.

These photographs may be manipulated further in Photoshop®. An architect or draftsperson will use computeraided design (CAD) software to assist in the development of a house plan to scale with accurate dimensions. A designer will employ a variety of media and materials throughout the design process. A fashion designer might draw a freehand sketch on textured paper using pastels, while an industrial designer might produce a three-dimensional drawing on bleed-proof paper, rendered with markers and pen. A textile designer might use a computer program to generate design patterns and combine this with screen-printing the final design onto fabric by hand.

Expensive magazines are often printed on heavyweight gloss paper, while cheaper magazines found at supermarket checkouts are often printed on thin, inexpensive paper to reduce the cost of the magazine, suggesting that the cheaper magazines are targeted at a different demographic. Some products are packaged in simple cardboard boxes, while others have layers made from different materials to make the product more seductive and attractive to the target audience.

The easiest and most effective way in to analysis of design is to identify dominant the elements and principles of design. Doing this is like identifying the ingredients in a cake. Once you know what it's made of you can discuss it well.