Design Principles - Task 3: Development & Design
04.03.2025 - 19.03.2025
Chan Zhi-Ren Zenndan / 0369069
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3: Development & Design
1. Instructions
Document 1.1 Module Information Booklet (3/2/2025).
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1.2 Task 3 Brief
Task 3 requires me to create a design based on my idea from Task 2, applying design principles in both development and the final artwork. I am allowed to use any medium, except full photography, to effectively convey my visual message.
2. Development
To recap, Fig 2.0.1 was the chosen sketch that I was approved to further develop. This draft incorporates design principles such as balance, emphasis, hierarchy, contrast, and alignment. However, feedback indicated that the elements felt 'disconnected' and did not come together cohesively. Specific issues included an unharmonious color scheme, overly compact supporting details, and a photo-manipulated image that appeared out of place. While certain elements carried meaning, they required further refinement to ensure a more cohesive and visually appealing composition.
Fig 2.0.1 Sketch #3 from Task 2 (09/03/2025).
2.1 Reference Board
Fig 2.1.1 References (09/03/2025).
2.2 Colour Scheme
I chose to stick with a red and black color scheme because it offers the strongest contrast to convey fear, violence, and blood, which are all key themes of the film. While I considered incorporating yellow from the original poster, I ultimately decided against it, as it didn’t evoke the same intensity as red. By limiting the palette to just black and red, I aim to create a more cohesive and striking visual impact.
Fig 2.2.1 Colour scheme variations (09/03/2025).
2.3 Composition
For the composition, I’m continuing with photo manipulation as the focal point, this time using a different image to create a stronger impact. Beyond emphasis, I’m also considering:
- Hierarchy – guiding the viewer’s eye from key elements to supporting details.
- Balance – maintaining a symmetrical layout for a structured and cohesive look.
- Contrast – using red and black to heighten tension and evoke fear..
The original image is taken from the infamous shower scene, where Marion is brutally murdered. I replaced my initial photo-manipulated image as it no longer aligned with my refined concept. Instead, I chose this iconic shot of a horrified Marion to amplify the fear and unease it conveys.
To amplify said fear, I focused on visual abnormality. Inspired by my reference board in Fig 2.1.1, I initially planned to distort Marion’s jaw into a grotesque, unnatural form, making the image feel even more unsettling and uncomfortable.
Fig 2.3.1 Photo-manipulated image of Marion, edited in Photoshop (09/03/2025).
Fig 2.3.2 Drafts of different layouts (09/03/2025).
2.4 Typography
In my original sketch (Fig 2.0.1), I had already considered font choice, but I had to make changes during this development process due to the limitations of my initial selection.
The font used in the sketch, Blacklisted by Jayde Garrow (Fig 2.4.1), stood out for its bold and slightly distorted appearance, which aligned with my initial vision. However, I encountered an issue when I tried using lowercase letters, which were not included in the free version I downloaded from dafont.com. This led me to explore alternative fonts that would better suit my design.
Fig 2.4.1 Font used in initial sketch (09/03/2025).
Choosing the 'right font' proved challenging, especially after prolonged exposure, as many started to look similar. As seen in Fig 2.4.2, I tested several options at the same font size, all sharing similar characteristics. After careful comparison, I settled on Haettenschweiler, as it had the best overall weight and allowed for better kerning.
Fig 2.4.2 Observing similar fonts (09/03/2025).
After drafting the compositions, I realised there was still room for improvement. This led me to notice that I had overlooked serif fonts. Given the time period of Psycho, I was surprised that the original poster did not incorporate one. With this in mind, I explored serif options and eventually found one from Adobe’s font library that I was satisfied with (Fig 2.4.3).
2.5 Refinements & Adjustments
After selecting a new font, I made adjustments to refine the composition. I placed the title over a black shape and applied a 'cut-through' effect to re-emphasise the movie’s violent themes. Additionally, I added shadows to enhance depth and create a more dynamic visual impact.
For the supporting details, I prioritized the two main cast members and removed a few elements to prevent the design from feeling too compact again. Like the title, I added shadows for greater depth and ensured proper alignment to maintain visual order.
The director's credit is intentionally left out of the alignment to make it stand out and add a touch of variety to the poster.
Right after that, I experimented with adjustment layers to achieve a grainy texture, focusing on levels and noise to enhance the overall visual effect.
Fig 2.5.3 Third poster draft (10/03/2025).
2.6 Final Adjustments Based on Feedback
As per the feedback received, I adjusted the alignment of the supporting text to match the edge of the 'O' in the title for better visual consistency. This adjustment is shown in Fig 2.6.1, with the left side showing the original alignment and the right side displaying the refined version.
Alignment was also refined for the director’s credit to maintain consistency across the poster.
To make up for the limited space at the top of the image, I adjusted the offset path to create a thicker frame. This not only adds more breathing room but also helps the design feel more balanced and polished.
With these changes, I await feedback on Week 7.
Fig 2.6.3 Adjusting for visual breathing room (10/03/2025).
Upon receiving feedback in Week 7, I was advised to revise the photo element of my poster. The original design relied too heavily on photography, bringing it too close to being classified as "full photography," which is strictly prohibited according to the assignment brief.
Additionally, there were concerns regarding copyright issues, as the image used was not sourced from a Creative Commons license. The best course of action was to either find an alternative image with appropriate licensing or create my own visual from scratch.
I decided to create my own visual from scratch by referencing the infamous shower scene stabbing. I reenacted the motion, captured an original photo, and transformed it into a silhouette in Photoshop.
Fig 2.6.4 Discovering placements for new photo element (17/03/2025).
I looked back at my notes and realized I could apply Gestalt’s Figure-Ground and Closure principles, which can be seen in Fig 2.6.5.
The silhouette shows a side profile of a figure raising their arm in a stabbing motion. The way it’s shaped suggests a head, shoulder, and arm, with the knife positioned to reference the infamous shower scene from the film.
Fig 2.6.5 Applying Figure/Ground and Closure (17/03/2025).
With these changes, I made a few minor adjustments and finalised the poster.
The main focus of this design is emphasis, especially through the silhouette, which references the infamous shower scene from Psycho. Since full photography is prohibited, I created my own by reenacting the stabbing motion and turning it into a black silhouette in Photoshop. The goal was to apply Gestalt’s Figure-Ground and Closure principles, allowing the viewer’s mind to fill in the details while keeping the image simple yet meaningful.
I went with a black and red color palette because the contrast is visually the strongest in helping bring out the film’s disturbing tone, as seen in my references (see Fig 2.1.1).
For typography, I went with a serif font to match the era of the film. Classic movies from the same time period, like The Good, the Bad and the Ugly, used similar typefaces (see Fig 2.6.7), which helped give the design a timeless feel.
Fig 2.6.7 The Good, the Bad and the Ugly classic poster (Source: IMDb; Accessed: 17/03/2025).
I kept the layout minimal to maintain alignment and balance, only including the most essential details. Lastly, hierarchy can be seen as it guides the viewer’s eye from the silhouette to the title, and then the supporting text, making sure everything feels structured and consistent.
3. Feedback
Week 6
Ensure consistent text alignment throughout the poster for a more structured look. Scale down the subject in the photo to create more breathing space within the composition. Verify the usage rights of the image and make any necessary adjustments.
Week 7
Highlight the design principles in bold, and provide references for clarity. I am advised to find another photo that has a Creative Commons license for use or source a self-taken image. Further final adjustments are to be consulted with Ms. Jinchi through direct messaging.
After receiving feedback on the new photo element, I made minor alignments to maintain balance and have now been approved for submission.
4. Declaration of AI Assistance
AI was occasionally used to refine writing and improve clarity. However, all ideas, including each stage of the development process, were originated by me.
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