Design Principles - TASK2
3/2/2025-Ending Week
FENG SHIWEN / 0374595
Bachelor of Design in Creative Media / Design Principles
Taylor's University
TABLE OF CONTENTS
2. Lectures
3. Task 2 ( Visual Analysis & Ideation)
4. Sketches
5. Feedback
INSTRUCTIONS
LECTURE
The first stage involves looking at the design, thinking, and describing the visual elements in your own words, without prior knowledge. You focus on things like colors, shapes, patterns, and composition, forming an unbiased understanding based on your immediate perception.
2. Analysis
In the second stage, you reflect on your observations and analyze how the elements work together. You consider design principles like balance, contrast, and emphasis. This step focuses on how the visual elements guide the viewer’s eye and how they contribute to the overall composition.
3. Interpretation
In the second stage, you reflect on your observations and analyze how the elements work together. You consider design principles like balance, contrast, and emphasis. This step focuses on how the visual elements guide the viewer’s eye and how they contribute to the overall composition.
3. Interpretation
The final stage involves combining observations with facts and
historical context to interpret the design’s message. You think about
what the design communicates and how it fits into a broader context,
understanding its purpose and impact.
TASK 2
VISUAL ANALYSIS & IDEATION
Next, using your design principles knowledge, sketch 3 ideas on how the
selected design can be improved. Describe each idea and support it with a
rationale in about 30-50 words. You may include some visual references (cite
the sources) that inspire your own ideas.
Title: Blade Runner 2049 Official Poster
Designer: LA (Design Studio)
Year: 2017
Size: Variable (Used for movie promotion). The photo size here is 2000 x 2962 pixels.
Medium: Graphic Design, Digital Art
1. Observation
Blade Runner 2049 Movie Poster
Fig 1.14 Blade Runner 2049 Movie Poster (click here)
Designer: LA (Design Studio)
Year: 2017
Size: Variable (Used for movie promotion). The photo size here is 2000 x 2962 pixels.
Medium: Graphic Design, Digital Art
Source: Released by Warner Bros. Pictures
The Blade Runner 2049 movie poster features a striking composition with a
dual-tone color scheme of intense red-orange on the left and cool blue on
the right. The central figures—Ryan Gosling’s character (K) and Harrison
Ford’s character (Rick Deckard)—are prominently positioned, with Gosling
in the foreground and Ford slightly behind him. Below them, two other
characters add depth, emphasizing their significance.
The typography is bold, futuristic, and slightly slanted, aligning with
the cyberpunk aesthetic of the Blade Runner universe. The use of neon
lighting and reflections gives the poster a high-tech, dystopian feel.
2. Analysis
1. Color Contrast
- One of the most striking visual features of this poster is the strong contrast between red-orange on the left and cool blue on the right. This opposition not only enhances the visual impact but also symbolizes one of the film’s central themes—duality, such as the conflict between humans and replicants, emotion and logic, chaos and order.
- Red-orange is often associated with passion, danger, and energy, while blue conveys calmness, technology, and mystery. This color scheme not only makes the characters stand out but also hints at the clash between different forces or ideologies in the movie.
2. Composition & Character Positioning
- The poster follows a classic triangular composition, with Ryan Gosling’s character (K) in the center, Harrison Ford’s character (Rick Deckard) slightly behind him to the right, and two additional characters positioned at the bottom, creating a balanced structure. This layout helps guide the viewer’s eye and makes the hierarchy of characters clear.
- Ryan Gosling is placed at the forefront, emphasizing his role as the central character, while Harrison Ford is positioned slightly further back, symbolizing his historical significance in the original Blade Runner while indicating his continued importance in the sequel.
3. Lighting & Depth
- The use of neon lighting enhances the futuristic feel, reinforcing the cyberpunk aesthetic. Additionally, the blurred background creates a sense of depth, making the characters appear more three-dimensional and distinct from their surroundings.
- The strong contrast between light and shadow on the characters’ faces, particularly for Gosling and Ford, is reminiscent of classic film noir techniques, adding to the sense of mystery and drama.
4. Typography & Style
- The title “BLADE RUNNER 2049” features a bold, futuristic font with slightly slanted letters, giving it a sense of motion and forward momentum that aligns with the film’s sci-fi theme.
-
The typography is thick and geometric, with a neon glow effect
that perfectly matches the cyberpunk aesthetic. Additionally, the
font colors blend seamlessly with the overall color scheme,
maintaining visual consistency.
3. Interpretation
The poster clearly showcases the film’s cyberpunk style and neo-noir
atmosphere. The strong color contrast is not only visually striking but
also suggests the conflict between humans and replicants, as well as the
tension between past and future.
Ryan Gosling’s character is placed in the most eye-catching
position, emphasizing his role as the central figure in the story, while
Harrison Ford’s slightly recessed placement hints at his deep connection
to the 1982 Blade Runner, symbolizing the meeting of past and
future.
The overall visual design aligns perfectly with the film’s dystopian
world, allowing viewers to immediately sense its futuristic aesthetic,
deeper themes, and moral dilemmas.
SKETCHES
1. Hierarchy & dynamics
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Inception's posters enhance the surreal theme through slanted
architecture and far-reaching perspective, a composition similar to
the classic "X" or "radial" composition, giving the
picture a more layered and dynamic feel. The deformed urban landscape
directly expresses the instability of the environment,
making it more visually impactful.
Sketch 1 :
2. Character Close-up & Collage
Reference :
Westworld Poster
Compared to Blade Runner 2049, this poster enhances visual impact
through a sharp human-machine division. Instead of a traditional
character portrait, it deconstructs identity, using a minimalist,
high-contrast design to emphasize themes of artificial
intelligence and self-awareness.
Sketch 2 :
3. Time Decay & Ruined Future
Reference :
Mad Max: Fury Road Poster
The Mad Max: Fury Road poster I chose two of his posters, using
a low Angle and a wide Angle, so that the character stands on the
wasteland, looking small and lonely. The oncoming motorcade (left) and
the vast yellow sand (right) background accentuates the apocalyptic
atmosphere, making the scene more epic and visually striking.
Sketch 3 :
I want to strengthen the sense of space through this perspective, and
create a strong scale difference by comparing the small figures in the
foreground with the huge robots and cities in the background,
highlighting the smallness of people and the sense of oppression in the
future world, so as to make the picture more shocking.
FEEDBACK
WEEK 4
Specific Feedback:
The third sketch can be further refined. You can enhance the use of light
and reflection, consider the distribution of light sources and shadows,
especially how to deal with the large face in the middle of the
light
WEEK 5
Specific Feedback:
Instead of adding text, focus on visual expression first. Your work leans
towards the late London style, so the color is not so important, and you
can even use black and white style, as well as smoke and silhouette to
enhance the emotional impact
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