Design Principles - Task 2: Visual Analysis & Ideation

17.02.2025 - 3.03.2025

Chan Zhi-Ren Zenndan / 0369069

Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University

Task 2: Visual Analysis & Ideation

1. Instructions

Document 1.1 Module Information Booklet (03/02/2025).

2. Visual Analysis

Visual analysis is the process of examining a design's details, like its visual elements and structure, to understand the choices made by the designer and how those choices help communicate ideas, content, or meaning.

Visual analysis can include three phases:

Phase 1: Observation

Observation is about taking a close look at a design, noticing its details, and describing them in your own words (no reading up on it beforehand). It's all about seeing, thinking, and finding the right way to explain what you notice.

Phase 2: Analysis

Analysis is about reflecting on what you’ve observed and making statements based on that. It’s looking at how the visual elements come together to create design principles and affect the viewer, and thinking about how your eyes move through the work and why, using what you know about design principles.

Phase 3: Interpretation

Interpretation is the final step where you bring together your observations, analysis, and research about the design, including its context and the designer's background. It's about figuring out the meaning behind the design and why it was created.

3. Artwork Analysis

Fig 3.0.1 is the design I selected for a more in-depth visual analysis in my second assignment.
Fig 3.0.1 Psycho (1960) – Theatrical Poster
Designer: Macario Gómez Quibus
Year: 1960
Size: 68.6 cm × 104.1 cm (27” × 41”)
Medium: Printed promotional poster. Source: Heritage Posters

3.1 Observation

This promotional poster is in a portrait format. The central figure is the largest, placed in the middle, while the other two figures are positioned separately in different sections. The male figure in the top left seems to be fully clothed, while the others are partially dressed. All three of them have expressions that could be described as shocked, suspenseful, or even scared. The title is at the bottom in large, bold yellow text with a jagged cut through it, while the cast list is neatly arranged in a column on the right. The main colors in the poster are yellow, black, red, and blue.

3.2 Analysis

The Psycho poster really leans into contrast, using bold color pairings like yellow on black, red on black, and black on blue. There aren’t any soft or analogous colors; everything is high-contrast, which adds to the film’s intense and dramatic feel.

The Law of Proximity plays a big role in how the text is arranged. The cast names are grouped neatly in a column on the right, making them easy to read while keeping the layout balanced. The spacing between sections also helps guide the viewer’s eye smoothly through the design.

Emphasis is another major factor, especially in the title PSYCHO. It’s huge, jagged, and placed right at the bottom, making it the first thing you notice. The slashed design of the text isn’t just for show; it hints at the film’s violent themes, making the title feel like a part of the storytelling itself.

3.3 Interpretation

Movie Synopsis: Psycho (1960) follows Marion Crane, a secretary who steals money and goes on the run, eventually stopping at the remote Bates Motel. There, she meets the quiet but unsettling Norman Bates, who manages the motel under the watchful eye of his domineering mother. As Marion disappears, a chilling investigation unfolds, revealing dark secrets hidden within the motel and Norman’s psyche. The film is known for its psychological tension, themes of voyeurism, and shocking twists that redefine the horror and thriller genres.

This poster was designed to grab attention and build excitement for the film. Hitchcock’s use of partial nudity wasn’t just for shock value; it tied into the theme of voyeurism, which was especially provocative at the time. Films that explored voyeuristic themes often stirred controversy, as they challenged ideas of privacy and morality (Corr, 2021). This sense of watching something forbidden mirrors the film’s psychological tension, where characters are constantly being watched or spied on.

The bold, high-contrast colors create urgency and tension, reinforcing the thriller tone. Hierarchy is used to guide attention, starting with the title "PSYCHO," which is huge, bold, and slashed across, making it instantly eye-catching. The central image of the woman stands out next due to its size and placement, followed by the male figures in the top left and bottom. Lastly, the structured cast list on the right ensures the viewer takes in key details in a natural order.

The combination of dramatic facial expressions, sharp contrast, and jagged typography all contribute to the poster’s suspenseful feel. Even without knowing the movie, viewers can sense its eerie and dramatic tone, which Hitchcock was known for in his thrillers.

4. Sketches

Sketch #1

Fig 4.0.1 Sketch #1 (03/03/2025).

Fig 4.0.1 focuses on emphasis, hierarchy, and the word-and-image principle. I removed most original elements, keeping the bold title as the main focus. The background features a blurred silhouette, referencing the infamous shower scene while guiding the viewer’s eye from the title to the figure, then the cast list.

Sketch #2

Fig 4.0.2 Sketch #2 (03/03/2025).

Fig 4.0.2 focuses on contrast, the word-and-image principle, and a simple composition. I replaced the ‘P’ in PSYCHO with a kitchen knife, referencing an important element from the movie. The layout also creates a slight movement in readability, guiding the eye from ‘A film by’ to the director’s name, then the title, and finally the cast. The colors are limited to red and black to create a stronger 'horror feel.'

Sketch #3

Fig 4.0.3 Sketch #3 (03/03/2025).

Fig 4.0.3 focuses on balance, mainly asymmetrical balance with a bit of radial balance. I also paid attention to alignment, especially in the title and supporting text like the cast list and production credits. I did some photo manipulation on the characters for symbolic reasons and to create the asymmetrical balance.

The photo manipulation represents how both Marion and Norman are trapped in their own struggles; Marion with her moral dilemma over the money, and Norman with his split identity. The spirals are added to symbolise their descent into this 'psychological turmoil.'

5. Feedback

Week 4

Try expanding on the analysis, especially how the Law of Proximity is used in the poster. If possible, bring in other design principles like hierarchy and label them clearly. For the interpretation, make sure to include references to support your points. Also, adding a short movie synopsis before the interpretation would help give viewers better context.

Week 5

The blog seems ready for submission with sufficient details provided for the sketches. The chosen sketch (Sketch #3) needs to be further explored and improved in Task 3. The issue in the sketch is that there is a huge disconnect between the elements of the poster.

6. References

Corr, J. (2021, December 13). How Michael Powell’s Peeping Tom (1960) Predicted our Culture of Voyeurism in 2020. Medium. https://medium.com/geouwehoer/how-michael-powells-peeping-tom- 1960-predicted-our-culture-of-voyeurism-in-2020-20e06b6bafc

7. Declaration of AI Assistance

AI was occasionally used to refine writing, improve clarity, and generate the movie synopsis. However, all ideas, analyses, interpretations, and sketches were created by me.

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Chan Zhi-Ren Zenndan (0369069)