DESIGN PRINCIPLES - Task 2: VISUAL ANALYSIS & IDEATION
DESIGN PRINCIPLES - Task 2: VISUAL ANALYSIS & IDEATION
23/3/2026 - 13/3/2026 (Week 4 - Week 6)
Nur Adila binti Nazary (0377352)
Design Principles / Bachelor in Design (Honours) in Creative Media / Taylor's University
Task 2
1) Instructions
2) Lecture
3) Recap & Selected Design
4) Visual Analysis
5) Sketch Ideas
6) Feedback
7) Reflection
INSTRUCTION
LECTURES
All lecture notes are done in Task 1.
LECTURES
All lecture notes are done in Task 1.
RECAP & SELECTED DESIGN
Assignment 2 Overview:
For Task 2, we had to do a visual analysis of the design that we selected in Task 1. Using the Visual Analysis process and step by step guide provided in the lectures, we needed to observe, describe, analyse and interpret the chosen design in about 300 to 400 words. All of the analysis needed support with citations and references. Other than that, we needed to sketch 3 new ideas inspired by the selected design and explain each idea with a rational about 30 to 50 words. This task helps us strengthen our analytical skills and observation skills as well.
Below here is the selected design from Task 1.
SELECTED DESIGN
Assignment 2 Overview:
For Task 2, we had to do a visual analysis of the design that we selected in Task 1. Using the Visual Analysis process and step by step guide provided in the lectures, we needed to observe, describe, analyse and interpret the chosen design in about 300 to 400 words. All of the analysis needed support with citations and references. Other than that, we needed to sketch 3 new ideas inspired by the selected design and explain each idea with a rational about 30 to 50 words. This task helps us strengthen our analytical skills and observation skills as well.
Below here is the selected design from Task 1.
SELECTED DESIGN
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| CREDITS: Moon and Tree, Guang Hong Zhang, 2016, A4 size (2480px x 3508px), Vector Illustration, Source: Moon and Tree |
VISUAL ANALYSIS
What is Visual Analysis?
Visual Analysis is a process of studying and understanding a design or an image to explain how and why it works.
There are 3 phases in Visual Analysis.
Phase 1: Observation - Describe what we see
Moon and Tree is a digital artwork made by Guang Hong Zhang. The artwork presents a landscape view from a hill, showing a large peach coloured moon in the background and layered mountains behind it. At the center of the composition, there's a solitary black tree placed on the curved hill. The dark silhouette of the tree contrasts nicely against the moon.
The artwork mainly uses hues of blue and peach, with changes in value to create depth and layering. The hill curves upward toward the tree, guiding attention to the center. The 3 mountains are arranged behind the moon, creating depth. A subtle grain texture is applied across the artwork, adding dimension to the shadow and highlights. The whole composition is minimal and well balanced, with some negative space surrounding the main elements.
Phase 2: Analysis - Explain how the design works
The design works well because Guang Hong Zhang limits his colour palette and manipulates value rather than having many different colours. This creates strong unity and harmony. The use of smooth and organic curves without sharp edges strengthen the calm and gentle atmosphere. The curved forms guide the viewer's eye naturally from the hill to the tree and towards the moon, creating movement within the composition.
Contrast is the main principle. The dark tree silhouette against the peach coloured moon creates clear emphasis and makes the focal point. Scale and proportion also strengthen the composition, as the oversized moon contrasts with the small tree, creating visual impact. The balanced use of negative space makes the artwork to feel open and breathable. The grain texture adds rhythm and consistency without overwhelming the minimalist style.
Phase 3: Interpretation - Explain the meaning of the design
This artwork is part of Guang Hong Zhang's "Light" series, which explores the interaction between light, shadow and nature. Although it is digitally produced, it reflects traditional Chinese artistic values that emphasize harmony between earth and heaven. The tree symbolise the earth, while the moon represents the heavens, that implies balance and peaceful coexistence.
In Chinese cultural symbolism, the moon is usually associated with longing, memory and emotional reflection. The strong contrast between darkness and illumination strengthens the theme of light within the series. Overall, the artwork shows tranquility, reflection and serenity through its minimalist yet meaningful composition.
365 words in total.
REFERENCES
Source: The Met, Moonlight
Source: USA.China Daily, Traditional Chinese paintings
Source: Guang Hong Zang "Light" Series
Source: China Plus Culture, Chinese beliefs
SKETCH IDEASWhat is Visual Analysis?
Visual Analysis is a process of studying and understanding a design or an image to explain how and why it works.
There are 3 phases in Visual Analysis.
Phase 1: Observation - Describe what we see
Moon and Tree is a digital artwork made by Guang Hong Zhang. The artwork presents a landscape view from a hill, showing a large peach coloured moon in the background and layered mountains behind it. At the center of the composition, there's a solitary black tree placed on the curved hill. The dark silhouette of the tree contrasts nicely against the moon.
The artwork mainly uses hues of blue and peach, with changes in value to create depth and layering. The hill curves upward toward the tree, guiding attention to the center. The 3 mountains are arranged behind the moon, creating depth. A subtle grain texture is applied across the artwork, adding dimension to the shadow and highlights. The whole composition is minimal and well balanced, with some negative space surrounding the main elements.
Phase 2: Analysis - Explain how the design works
The design works well because Guang Hong Zhang limits his colour palette and manipulates value rather than having many different colours. This creates strong unity and harmony. The use of smooth and organic curves without sharp edges strengthen the calm and gentle atmosphere. The curved forms guide the viewer's eye naturally from the hill to the tree and towards the moon, creating movement within the composition.
Contrast is the main principle. The dark tree silhouette against the peach coloured moon creates clear emphasis and makes the focal point. Scale and proportion also strengthen the composition, as the oversized moon contrasts with the small tree, creating visual impact. The balanced use of negative space makes the artwork to feel open and breathable. The grain texture adds rhythm and consistency without overwhelming the minimalist style.
Phase 3: Interpretation - Explain the meaning of the design
This artwork is part of Guang Hong Zhang's "Light" series, which explores the interaction between light, shadow and nature. Although it is digitally produced, it reflects traditional Chinese artistic values that emphasize harmony between earth and heaven. The tree symbolise the earth, while the moon represents the heavens, that implies balance and peaceful coexistence.
In Chinese cultural symbolism, the moon is usually associated with longing, memory and emotional reflection. The strong contrast between darkness and illumination strengthens the theme of light within the series. Overall, the artwork shows tranquility, reflection and serenity through its minimalist yet meaningful composition.
365 words in total.
REFERENCES
Source: The Met, Moonlight
Source: USA.China Daily, Traditional Chinese paintings
Source: Guang Hong Zang "Light" Series
Source: China Plus Culture, Chinese beliefs
For this part, we needed to draw 3 sketches using the design principles found in the chosen artwork. The sketches must be inspired by the chosen artwork. Each idea must be supported by explanation on the sketches in about 30 to 50 words.
In the chosen artwork, the style is very minimalistic and clean
SKETCH #1
MY IDEAS:
For my first idea, I was inspired by the sense of movement and contrast in the chosen artwork. The smooth, flowing forms guide the viewer's attention towards the focal point. I explored this by using wave like shapes to create a similar visual movement. To strengthen the contrast, I chose blue and orange since they are striking colours when placed together. I also considered scale and proportion between the moon and the waves to create emphasis. The grain texture is added as shadows and highlights to echo the visual style of the original artwork.
In the chosen artwork, the style is very minimalistic and clean
SKETCH #1
MY IDEAS:
For my first idea, I was inspired by the sense of movement and contrast in the chosen artwork. The smooth, flowing forms guide the viewer's attention towards the focal point. I explored this by using wave like shapes to create a similar visual movement. To strengthen the contrast, I chose blue and orange since they are striking colours when placed together. I also considered scale and proportion between the moon and the waves to create emphasis. The grain texture is added as shadows and highlights to echo the visual style of the original artwork.
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| Figure 1. Sketch Base #1 |
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| Figure 2. Edited sketch base #1 |
DESCRIPTION & RATIONALE:
This idea explores movement and contrasts. The curved wave shapes guide the viewer's eye towards the circular focal point (the moon), creating visual flow. Strong colour contrast between the blue and orange strengthens emphasis, while the scale difference between the moon and waves create visual balance within the minimalist composition.
(50 words)
SKETCH #2
MY IDEAS:
For my second idea, I wanted to explore movement and harmony. I experimented with curved landscape forms and a winding path that leads the viewer's toward the moon. The glowing moon becomes the focal point of the artwork, while the surrounding shapes help guide the viewer's attention through the composition.
I also used a limited colour palette of purple tones to create harmony, while the bright yellow moon, contrasts against the darker environment. I continued to use a grain like texture to keep the visual style consistent with the chosen artwork.
MY IDEAS:
For my second idea, I wanted to explore movement and harmony. I experimented with curved landscape forms and a winding path that leads the viewer's toward the moon. The glowing moon becomes the focal point of the artwork, while the surrounding shapes help guide the viewer's attention through the composition.
I also used a limited colour palette of purple tones to create harmony, while the bright yellow moon, contrasts against the darker environment. I continued to use a grain like texture to keep the visual style consistent with the chosen artwork.
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| Figure 3. Sketch Base #2 |
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| Figure 4. Edited sketch base #2 |
DESCRIPTION & RATIONALE:
This idea explores movement and emphasis through curved landscape forms and a winding path that leads the viewer's eye toward the moon. The bright moon contrasts with the darker background, creating a clear focal point. A limited colour palette maintains unity while the grain texture adds depth.
(47 words)
SKETCH #3
MY IDEAS:
For my third idea, I wanted to explore the use of negative space and balance. In Moon and Tree, there are large areas of empty space that help to create a calm and minimal composition. I experimented with placing a single magnolia flower on one side while extending the branch upward to balance the visual weight. The surrounding empty space allows the subject to stand out while still maintaining a peaceful and minimalistic aesthetic. This idea also reflects how traditional Chinese art often uses elements of nature to convey harmony and simplicity, similar to how in Moon and Tree presents nature in a calm and balanced way. I also experimented with charcoal, paper and noise like textures to explore the use of textures in the composition.
MY IDEAS:
For my third idea, I wanted to explore the use of negative space and balance. In Moon and Tree, there are large areas of empty space that help to create a calm and minimal composition. I experimented with placing a single magnolia flower on one side while extending the branch upward to balance the visual weight. The surrounding empty space allows the subject to stand out while still maintaining a peaceful and minimalistic aesthetic. This idea also reflects how traditional Chinese art often uses elements of nature to convey harmony and simplicity, similar to how in Moon and Tree presents nature in a calm and balanced way. I also experimented with charcoal, paper and noise like textures to explore the use of textures in the composition.
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| Figure 5. Sketch Base #23 |
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| Figure 6. Edited sketch base #3 |
DESCRIPTION & RATIONALE:
This idea explores negative space and asymmetrical balance inspired by Moon and Tree. The magnolia flower acts as the focal point while the branch extending upward balances the visual weight. The large empty background enhances the minimalist composition and allows the subject to stand out clearly.
(46 words)
SKETCH #4 (CHOSEN)
MY IDEAS:
For my fourth idea, I wanted to explore the use of scale, perspective and texture inspired by the chosen artwork Moon and Tree. I developed a landscape scene that has mountains, trees and rocks. The elements are arranged in layers so the foreground, middle ground and background create a sense of depth within the composition.
I also planned to experiment more with textures to add visual interest and depth while still keeping the minimalist style of the chosen artwork. The moon is placed clearly in the sky to act as the focal point, while the surrounding landscape elements guide the viewer's eye through the scene.
MY IDEAS:
For my fourth idea, I wanted to explore the use of scale, perspective and texture inspired by the chosen artwork Moon and Tree. I developed a landscape scene that has mountains, trees and rocks. The elements are arranged in layers so the foreground, middle ground and background create a sense of depth within the composition.
I also planned to experiment more with textures to add visual interest and depth while still keeping the minimalist style of the chosen artwork. The moon is placed clearly in the sky to act as the focal point, while the surrounding landscape elements guide the viewer's eye through the scene.
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| Figure 7. Sketch base #4 |
DESCRIPTION & RATIONALE:
This idea explores scale, perspective and texture within a minimalist landscape composition. The pathway guide the viewer's eye toward the mountains and moon, creating depth and movement. Inspired by Moon and Tree, simplified organic shapes and negative space maintain balance, while added textures bring subtle detail.
(48 words)
SKETCH #5
MY IDEAS:
For my fifth idea, I wanted to explore the use of positive space and balance inspired by the chosen artwork Moon and Tree. I focused on a single tree and rock formation as the main visual element to create a strong positive space within the composition. The surrounding empty areas allow the main subject to stand out clearly while maintaining a calm and minimalist atmosphere.
The placement of the tree and landscape elements helps create asymmetrical balance, where the visual weight is distributed across the composition. I also continued to use organic shapes and textures to maintain consistency with the visual style of the chosen artwork.
MY IDEAS:
For my fifth idea, I wanted to explore the use of positive space and balance inspired by the chosen artwork Moon and Tree. I focused on a single tree and rock formation as the main visual element to create a strong positive space within the composition. The surrounding empty areas allow the main subject to stand out clearly while maintaining a calm and minimalist atmosphere.
The placement of the tree and landscape elements helps create asymmetrical balance, where the visual weight is distributed across the composition. I also continued to use organic shapes and textures to maintain consistency with the visual style of the chosen artwork.
MY SKETCHES:
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| Figure 8. Sketch base #5 |
DESCRIPTION & RATIONALE:
This idea explores positive space and asymmetrical balance within a minimalist landscape composition. The tree and rocks form the main visual focus, while the surrounding empty space helps emphasise the subject. Inspired by Moon and Tree, organic shapes and textures maintain harmony and visual consistency.
(45 words)
In the end, the lecturer proceeded with sketch / idea #4 because it had landscape elements that relate more closely to the chosen artwork. It also has a balanced composition while still feels visually complete without being too complicated.
FEEDBACK
All designs and blog progress were sent to the lecturer for feedback and clarification before proceeding to the next task.
IDEAS DEVELOPMENT
SKETCH #1
The lecturer said that Sketch #1 looked too abstract and did not clearly reflect the finished visual style of the chosen artwork. While the idea showed movement and contrast, it lacked recognisable landscape element that were present in the original artwork. Because of this, it felt less connected to the reference design.
SKETCH #2
The lecturer said the mountains or trees in the composition were not clearly identifiable. He suggested sketching the scene more clearly so that the landscape elements could be recognised while still maintaining the minimalist style.
The lecturer also suggested to explore a different colour scheme for the design. He said that the current look too monotonous. To improve this, he recommended experimenting with a triadic colour scheme and incorporating yellow highlights similar to those found in the chosen artwork.
SKETCH #3
For Sketch #3, the lecturer showed that the design might become too complicated during the development stage, especially in terms of shading and rendering. Because of this, it may take more time to complete and could make the final design harder to control visually.
WHAT I IMPROVED
Based on the feedback, I decided to focus on refining sketch / idea #4 and improving the clarity of the landscape elements in the composition. I try to explore a wider colour range instead of relying mainly on one colour.
WHAT COULD BE DONE BETTER
I could have explored the design ideas further before presenting them to ensure that the visual elements were cleaner and easier to identify. In future tasks, I will focus on developing clearer sketches during the ideation stage before moving on to more refined designs.
REFLECTION
Experience
Task 2 was more enjoyable for me compared to Task 1 because it involved drawing and generating my own ideas. I usually draw cute cartoon style illustrations, so working with Moon and Tree as my main inspiration allowed me to explore a different style and technique. At first it felt unfamiliar and slightly challenging since minimalist composition rely more on design principles rather than detailed drawings. However, after observing the artwork carefully and experimenting with different sketches, I became more comfortable with the process.
Observations
Throughout this task, I noticed that minimalist designs can still be visually strong even without many elements, The use of negative space, balance and contrast can create a calm and focused composition. I also realised that analyzing an artwork carefully helps I understanding how design principles guide the viewer's attention.
FindingsWHAT I IMPROVED
Based on the feedback, I decided to focus on refining sketch / idea #4 and improving the clarity of the landscape elements in the composition. I try to explore a wider colour range instead of relying mainly on one colour.
WHAT COULD BE DONE BETTER
I could have explored the design ideas further before presenting them to ensure that the visual elements were cleaner and easier to identify. In future tasks, I will focus on developing clearer sketches during the ideation stage before moving on to more refined designs.
REFLECTION
Experience
Task 2 was more enjoyable for me compared to Task 1 because it involved drawing and generating my own ideas. I usually draw cute cartoon style illustrations, so working with Moon and Tree as my main inspiration allowed me to explore a different style and technique. At first it felt unfamiliar and slightly challenging since minimalist composition rely more on design principles rather than detailed drawings. However, after observing the artwork carefully and experimenting with different sketches, I became more comfortable with the process.
Observations
Throughout this task, I noticed that minimalist designs can still be visually strong even without many elements, The use of negative space, balance and contrast can create a calm and focused composition. I also realised that analyzing an artwork carefully helps I understanding how design principles guide the viewer's attention.
From this task, I learned that applying design principles is important when developing ideas for new designs. Even simple sketches can communicate strong visual concepts when the principles are applied correctly. This task also encourage me to experiment with different style and think ore creatively when generating ideas.
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