Task 3: Design

CHONG CHENG TAO (0371072)

Bachelor of Design in Creative Media

Week 5-Week 7

Deisign Principle 

1. This is the Module Information Booklet for this module:

2.Recap of Task 3

 In this task, a work of design need to be produced, inspired/influenced by the one I had analysed, in Task 2. Thus, I need to produce an design regarding the UNSDG Goal 14 "Life Below Water".

3. Idea Evolution

Week 5:

I was attracted by the idea of Plastiquarium in the previous research section. Besides that, I do want to have more exploration in the idea of fusing plastic and fish. Thus, I had did study in matching this idea into my artstyle (right).

Reference: In picture: Sony World Photography Awards

Throughtout the study, I found out that the texture of plastic can be shown by using shapes easily, especially triangle and square. The contrast of colour between bright part and dark part need to be obvious. Curve is not suitable as it is hard to show the plastic wrinkle. 

After that, I did the first sketch in manga storyboard style. The reason is to display storytelling of the relationship between water/plastic pollution, fish and human.

Reference:

JaeHoon Choi: 365 Nerve 

Feedback:

Dr. Charles think this sketch need stronger focus point. He want me to try to imply asymmetrical balance to show “dominance” in one part.

Week 6: 

I had changed my direction to billboard instead of manga storyboard. The reason for this was to show humanity the truth of ignoring water/plastic pollution, either intentionally or unintentionally. I was trying to create a contrast between two sides, which are seafood and fish under water pollution. I tend to make these two parts contrast in colour as well, which can attract more attention visually.

Later, I added a background to reinforce the storytelling. I chose to use smoke and haze to add more visual elements in the artwork. Besides that, houses and factories were added to remind the viewers about the "existence of human" which humans are the factor of this consequence.

Reference:

Background reference picture

Carp Fish Anatomy

Impact of Plastic Trash on Marine Animal

Grilled Whole Red Snapper

Salmon with Buerre Blanc Sauce

Billboard

Feedback:

Dr. Charles had approved this idea and wanted me to keep going on.

Week 7:

I wanted to continue the idea of irony and sarcasm as the previous selected artwork in Task 1. Thus, I added some text into the seafood part of the billboard.

After that, I tried to convert the artwork into vertically A4 format instead of horizontal. This was suggested by my friend who thought it would be better to convey the message if the background was shown more.

I made the billboard out of the frame to show the primary. Furthermore, I illustrated the poster regrading pollution to even older. It conveys the message of water pollution has been a severe problem worldwide for a long time. 

Feedback:

Dr. Charles had approved this idea. However, he wanted me keep both verticle and horizontal versions of artworks as they both convey the message succesfully. In addition, he had suggested the vision should be leaded from the fish dishes to the "FRESH !" logo, the discount tag and then the pollution part. This will give the greatest contrast in convey the message.

4. Final design:

What's behind FRESH ? (Verticle version)

What's behind FRESH ? (Horizontal version)

Software: Clip Studio Paint EX

Font: Impact, Arial

Overall, this design is aiming to utilise contrast in both visual expression and message. This design uses the characteristic of billboard to convey the message about water pollution. In the verticle version, the billboard is out of the background frame to emphasis it.

There are two main objects in this artwork, which are the new fish dishes poster and old poster regarding fish affected by water/plastic pollution. The new poster is covering the old poster. Asymmetrical balance is shown by showing the new poster more. In short, it convey a message that humans have been ignoring the water/plastic pollution problem for a long time, either intentionally or unintentionally.

Yellow is chosen as the main colour in the design. In food advertisements, yellow elicits a feeling of comfort and freshness. However, it also represents the polluted environment. 

The words use in the horizontal version are designed to be contrast too. Humans shout "FRESH!" for fresh fish dishes, followed by skepticism or confusion expressed as "FRESH?"