Graphic
Communication
Analysis
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Instructions
This analysis is slightly smaller than your unit one version as I have been kind and removed some of the slides ...it stilll have to be detailed though...
Introduction
Gather together examples of similar artefacts and write a little about what similarities they have.
Analysing Colour Characteristics 1
Paragraph 1 - Hue Value Saturation
Write about whether the image has a broad or narrow range of:
Hue - The colour. The location around the edge of the colour wheel.
Value - The amount of lightness or darkness of a colour.
Saturation - The purity of the colour.
Paragraph 2 - Temperature
Write about whether the designer has used the temperature of the colour to suggest space or if the image has an overall warm or cold ‘cast’.
Analysing Colour Characteristics 2
Paragraph 3 - Saturation
Write about whether the designer has used all or some of the levels and what this means for the overall image / design. See colour wheel on wall in 41.
Paragraph 4 - Colour schemes
Write about whether the designer has used a colour scheme.
Paragraph 5 - Key
High key / low key? - Are the majority values towards the light or dark end of the of the tone line.
Paragraph 6 - Combinations
Has the designer employed a harmonious or discordant colour combination?
Theories of Image and Text
Paragraph 1 - Literal or Poetic?
LITERAL - there needs to be as little ambiguity or opportunity for misunderstanding as possible. e.g. exit signs, where clarity is a matter of life and death. Children’s books are often literal.
POETIC - where subject matter invites interpretation and where the designer has much more latitude in terms of imagery and message.
e.g. album covers, gig posters, book covers
Why do you think the design is either literal or poetic?
Layout & Hierarchy
Look at the overall layout of the page. Is it busy, ordered, sparse, haphazard. Is there a relationship between the angles of the different elements. How has white space been utilised... if at all.
Consider what is prominent.
What path does the reader's eye travel?
How is this accomplished?
What elements do the desginer want us to see first?
Very easy and important!! How is contrast in type utilized? See presentation HERE
...and refresh your memory about Type categories HERE
What graphic ornamentation has been included? These include boxes, scrawls, labels, stamps, stickers etc etc
Analysing Typography 1
Paragraph - Style & Personality
Look at the typography used. State the range of styles. Explain the font’s personality and why you think this particular type has been employed. Remember to include detailed description of the title typeface and other typefaces used on the artefact. You should be mainly describing the ‘feel’ of the type used and referring to its structure.
E.g. The typography used within the Harry Potter ident conjures up images of ancient metal, blades, lightning strikes and wrought iron gates; all in-keeping with the location, iconography and spirit of the narrative. It communicates a personality of
Paragraph - Classification
Does the type used look at all like it could belong to any of the following classes Oldstyle, Modern, Slab serif, Sans serif, Script, Display and Lettering. Ensure that you state a reason for the designer's choice.
Paragraph - Contrast
Write about the inherent Type Dynamics within the artefact. HOw has contrast been achieved?
Concordant :|, Conflicting :( or Contrasting :) type.
Concordant = same type. Conflicting = too similar, Contrasting = very different.
Analysing Typography 2
Contrast can be achieved through various ways. Does it use any of the following?
GCSE: Size, Structure, Colour.
A Level: Size, Structure, Colour, Weight, Form, Direction
Paragraph - Anatomy and Structure
Consider any interesting elements of type anatomy are present. Only write about those elements that stand out from the norm and aid the expression of the typography.
Anatomy refers to parts of a letter such as ascender, descender, stress, baseline, stroke, serif x-height etc.
Structure refers to how the typeface appears to be constructed. Thin, thick, transition, etc
Example: “The Harry Potter ident features an Oldstyle font that has been manipulated to feature jagged elements. The choice of type references the fact that Hogwarts is antiquated. The uneven rendering alludes to a strike of lightning so prevalent within the stories.”
Paragraph - Hierarchy
Consider how prominent the various levels of typography are ordered. This refers to how the viewer’s eyes travels around the piece. Which element gets seen first.
Does the type lie on a baseline? or does it deviate up and down? Why do you think this is the case? Childrens’ picture books often feature text that moves from the baseline
Rendering and Process
Paragraph 1 - Rendering and Process
What process has the designer used to create the work.
Is it mainly photography, drawn or mixed media or a combination of different process.
(Attempt to do some research — in books or on the web — to uncover how they work.)
Describe the whole process from start to finish in the most detailed way you can.
How has the work been represented? Is it realistic, abstract, iconic?
How much detail has been employed?
What 'mise-en-scene' is being constructed? Consider changing the wardrobe, lighting, location
Mise-en-scene = everything within the frame.
Visual Elements
Paragraph 1 - Rendering and Process
What process has the designer used to create the work.
Further questions
Form
7 Is the arrangement of the work simple or complicated?
8 Does the organisation seem to be in keeping with the content?
9 What kind of colour scheme has been used?
10 What do you think is the focal point of the composition?
11 Are there any recurring lines, shapes or rhythms that are involved in the design of the
work?
12 Does the work have a united surface texture or is it varied?
13 Are there elements of the artwork that you prefer over other parts?
Further questions
Content
1 When and where was the work produced?
2 What do you think the work is about, what is its’ subject matter?
3 Is the work a means for the artist to examine social, religious or political concerns?
4 Do you think the subject matter was observed directly, remembered or imagined?
5 Has the subject matter been treated naturalistically or do you suspect exaggeration,
abstraction or distortion? If so, why?
6 Do you think the work is straightforward or is there an underlying story or symbolism?
Further questions
Process
14 What materials have been used to make the work?
15 Which tools and techniques have been used to create the work?
16 Can you see evidence of more than one stage of working?
17 How long (in your opinion) did it take to make the piece?
18 Imagine what preparations the artist made before they began this piece?
19 what skills must the artist have in order to do this work?
20 Did the artist craft the work themselves or employ other people to do it?
Further questions
Mood
21 In what way does the work affect you?
22 Does it evoke a mood, feeling or experience that you have had before? (however
slight.)
23 Does it convey feelings about the meaning of life or nature?
24 Can you imagine how the artist was feeling whilst making the work?
25 Do you feel that the work addresses you directly as if you are part of its’ content or
does it remain a separate world that you are allowed to gaze into?