ANALYSING GRAPHIC DESIGN

Describe

Describe the aesthetic of the graphic design work (this is what you see). This will include principles of design and elements of art. If you think a design “pops,” it’s probably because design principles have been used effectively.  Ask yourself how has the image been put together? What techniques have been used? Is there a discernible style? Does this style remind you of other visual works that you have seen? In this example, the Spotify '2022 Wrapped' campaign used principles such as contrast, balance and unity and their use of colour was bright and pop arty / cartoony in style. This gives the impression of it being a high energy and contemporary campaign.

Interpret

What is the purpose of the design? What does it need to achieve? If it’s a logo design, it needs to represent and communicate a brand’s name. If it’s a landing page design, it may aim to persuade users to click the “Purchase” button or sign up for an email list. Design is all about solving problems with visual solutions. Designs should present all relevant information to communicate the message or compel the reader to take action. This can be done through techniques, such as logos - appealing to logic and pathos - appealing to emotion. While content is important, designers must consider the balance between educating an audience and not overwhelming them with too much information in a design. Here, a designer should also consider who the audience is for this work and how they might use principles, elements and style to connect with them. In the example design, the website uses logos and provides a depth of information to their audience to show that their financial service is the logical choice.  Their aesthetic is simple and modern to appeal to an older and responsible audience. Using blue as the main colour builds trust where a rainbow pallet would not suit their audience or purpose.

Analyse

What is the key message communicated through the visual work? What ideas or themes are explored? You should be able to identify the message through the focal point of the design. Where is the audience's attention drawn and what meaning does that convey? When it comes time to evaluate the design, one that conveys its message well will have a clear focal point, a strong sense of visual hierarchy (guiding the viewer through the elements in the desired order) and text that grabs attention and is able to be read quickly and easily. In this example, the focal point is the heavier bold headline. The design uses hierarchy by relying on the fact that most cultures read text on a page from top to bottom and the idea is conveyed simply through a few words in a modern font. The message is clear, failure is a part of experimentation and this is all part of a process.

Judge