Final Project: Visual Analysis

Kam Zi Ying (0348207) 

Bachelor of Mass Communication (Hons) Advertising & Brand Management
Taylor's University
Design Principles
Final Project

What is Visual Analysis? 

Visual Analysis not only applied in design, it also can be apply in advertising, social media, or entertainment. It is a form of texts that focuses on the details of the artworks and help people to understand about the meaning, ideas, content of the artwork. Hence, visual analysis stands important to connect the artwork to the audiences. 

3 Phases of visual analysis in artwork

Phase One: Observation
look, think and communicate about what noticed. 

Phase Two: Analysis
think about the observations and make statements about the artwork based on the evidence of the previous observations.

Phase Three: Interpretation
It is about communicating the purpose and the styles of the artwork.

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Final Project Theme: Reduced Inequalities

Visual Research #1


Image source: https://www.saatchiart.com/art/Painting-Freedom-to-live/1101174/8681196/view

The design artwork was created by a female artist Monica Arya from India. From my first sight on the design artwork, it gives me a strong message of woman should stand against to get their rights and live equally to the men in the society. 

Visual Analysis

‘Freedom To live’ by Monica Arya is shown in landscape format. The simple colours of light blue, grey, and brown is featured in the overall design. From the overall artwork, the visual of humans are featured as the main point fills up almost all the space. The arrange of design can be view in three parts, from the left, middle and following to the right.

The design is asymmetrical balanced. Four women with wavy hairs featured at the left. While 5 women is featured on the right part of the design. The emphasis is on the central image where a man with both hands folded above his head. The man is featured alone in grey tone at the middle part of the artwork, bring a focus to the viewer. Symbolizing is also found in this artwork where long wavy long hairs with dresses are symbolized as women while muscular body structure refers to a man body. Repetition of women with arrangement shows the unity of the visual and creates proportion in the design layout. Women in lighter tone of blue shows the contrast above the black background.

The painting is designed with oil painting in the year of 2019. Where the female artist, Monica Arya is in India. The painting of artwork reflects the social situation of India where gender discrimination, social norms, and practices makes girls exposed to the cases of child domestic work, sexual abuse, exploitation, and violence. At the same time designed with women with different coloured hair and looking straight upward to express the emotion of women should stand out together to live how they want to, no need to afraid when going out, getting equal salary without counting races and location. 

Visual Research #2

image source: https://www.saatchiart.com/art/Painting-Queen-of-Hearts/1391083/6817201/view

This design artwork has attracted me as it is designed in a creative way with the similar design elements of the playing card- Queen. It also makes me reminiscing the circus tent from the red and white stripes. 

Visual Analysis

'Queen of Hearts' by Jacqui Miller, a female designer in the fashion industry in the past of her career. The design work is in portrait matching to the visual form of the playing cards. The main colours observed in this artwork are red, beige, brown, and yellow. Along with the visual presented in lines, dots, shapes and texture drawing enhancing the elements in both straight lines and swirly form. At the both top left and bottom right, the alphabet of Q is placed with front and upside down in the inner frame of the overall artwork. While the middle visual is featured exceeding the inner frame of top right and bottom left part with bold black outlines.

This design is symmetrically balanced. The woman faces are designed symmetrically with different colour tones next to each other, bright tone stands the contrast to the darker tone. Beside the women faces, the red and white stripes emphasis to the central part of the shapes- the hand palm. Moreover, the background elements of dots, stripes and the arranged diamond shapes in patterns create a movement to lead the viewers' eye looking to the central part. Repetition on the shape of love and alphabet Q are also found in the design artwork. A wavy stripes with the arrangement of love inclined at the middle forms a movement to separate the center visuals, creating a harmony that the visuals relate to each other.

The paining of artwork is created in an illustrative style in creative. It reflects racial equality and beauty of ethnicities. Especially the women faces in love shaped and rendered in tan and beige tone to show the different races of people together with different skin tone. While the geometric shapes of love around the artwork to connect the image of the layout and express the peaceful and lovely relationship with each other. 

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Idea Exploration 

After having some visual research regarding to the topic ' Reduced Inequalities', I have found that inequalities are existing in many ways. While most of it are related to the social inequalities. Among all the inequalities topics, i found the topic specifically with gender inequality is attracted to my awareness as the scenario is existing in my relatives' family. Where my aunt was discriminized by her mother-in-law. She used to be a successful athletes in the past and after the marriage she was urged to stop her athlete career and become a full-time house wife. Meanwhile the men in the family should'nt help on the house chores. Hence, the visual research that related to gender equality and cultural effected of relationship equality has inspired me to produce my artwork. 

From my view, I personally thinks that women have to be bold and raise up their voice to achieve gender equality and women' empowerment. Hence, the society should promote and encourage respect for human rights and fundamental freedoms for all without distinction as to race, sex, language or religion. In this way, women will be free to pursue whatever either career, lifestyle, and abilities they want without any discrimination just like the men.

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Final Design


The design work is view in portrait format. Simple illustration style with the colour tone of beige to dark brown and black is observed in this design artwork. The overall visual is design with the basic elements of shapes and lines. The design can be observed in 2 parts, the left and the right. There are words aligned at the middle of the view and the main visual is featured on the both sides of view. 

The design is asymmetrical balanced. Both left and right visual is found with the repetition on basic elements of shapes and lines.  From the view on the left, the lines and shapes build up to a staircase creates a movement and emphasis on the image of the woman stepping up on the staircase. On the right side, the design elements of building is rendered in lighter tone to show the contrast on the man. With that, the symbolism is found in the visual. Dress symbolized as woman and trousers symbolized the gender of man. The left and right visual elements is presented in proportion and creates a harmony in the overall artwork. Words showing in brightest tone of white colour on the central to stand the contrast about the content of artwork.

The artwork is designed in separating of background colour to reflects the different social treatment background of different gender. Visual elements of the staircase with a woman holding a torchlight reflects the difficulties in the process of becoming successful weather in the career or lifestyle. Vice versa, the elements on the right view in brighter tone of colour and lights in the lift portrays the different social treatment than woman. The content of the artwork is highlighted in the headline of the artwork with 'same height, in different way'. Similar colours  in different tone is to express the merging colour will pull both visual elements together in the artwork, reflecting the change of inequality social treatment on gender to equality. Leading to a better relationship within gender and bring peace to society.

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Reflection

When this final project starts, I have decided to work on designing artwork which related to gender inequality. As I found that although nowadays getting more of the woman worked independently and successfully without relying on man like the traditional, however, I still feel the traditional thinking about gender still exists and found in the previous generation secretly. Hence, it was a great chance for me to express about my thoughts regarding this topic in my artwork. 


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