TASK 3 DEVELOPMENT & DESIGN

Design Principles - Task 3: Development & Design

03/03/2025- 17/03/2025 / Week 5 – Week 7
Valenz Jycee Primadi / 0373407
Design Principles /Creative Media/ School of design
Task 2 : Development & Design

TABLE OF CONTENTS

1. Lectures

2. Instructions

3. Task : 3 Development & Design

4. Feedback

LECTURES

Task 3 Brief:

After one of the selected sketches is approved, we are assigned to develop our sketch by digitizing it into something new using the design principles that have been taught.

INSTRUCTIONS

Task : 3 Development & Design

Selected Sketch :

Below is the selected sketch. With the feedback that helped me to further develop my sketch into a work that can convey a message, I started digitizing it without changing the concept I wanted.

figure 1.1 Sketch Idea 1 "Death & Joy."

Title : Death & Joy

So much of the media doesn't care about the pain of the death penalty. You can see an electric chair surrounded by many people, depicting the cruel reality of the media who share in watching people's misery before their eyes. It's like they see a comedy, they don't realize that their actions are not empathetic.

References :

For the desired contrast color and texture, there are several references that I took for color exploration and also the texture that I wanted.

figure 1.2 References

Development & Design :

Since I'll be creating a collage suggested by Sir Anwar, the first thing I did was search for some old royalty free pictures to add in it. Freepik and Pexels are both websites that offer free images. After finding some images I gathered them into one pile.

figure 1.3 Freepik & Pexels

After that, I began making cuts with the lassol tool. For the background, I used the previously created sketch guide, as well as layered multiple background images to achieve the texture of an old and empty room.

figure 1.4 Background's Collage

Using the same technique, I began arranging each person according to my sketch, creating the desired rule of thirds between them. Most of the people's images were taken in the past.

figure 1.5 Person's Collage

Because I couldn't find royalty-free images for the electric chair, I collaged it instead. So I took 2-4 images of seats, cables, and iron pots to make a collage for the electric chair. After placing the images,I used a lasol tool to start cutting the chair's parts to build the electric chair based on my sketch.

figure 1.5 Electric Chair's Collage

After cutting using the lasol tool, I began to apply duotone color to the background. Duotone color is achieved by a gradient map; at first, I intended to blend blue and purple, but because they did not match, I ended up doing a gradient map on blue and black.

figure 1.6 Duotone Background

After doing a duotone on the background, I created a duotone on the chair with red color based on my sketch and the symbolic meaning of the red color. I added a little black and orange color to give the chair appear more sadistic.

figure 1.7 Duotone Chair

After doing duotone on the chair and the background, I duotoned each person using orange, red, and yellow. After the duotone process, I applied a silk printing texture to halftone screen print Procreate.

figure 1.8 Finished Finals Death & Joy

Final Design :

figure 1.9 Finals Death & Joy

My artwork was influenced by Andy Warhol's work Electric Chair. The work's message is deep, referring to the media's harshness toward the death penalty. With this statement, I agree with the cruelty that occurred in the past; that is the reason I decided to improvise the work and wanted to further express the feeling of suffering felt by the criminal.

The message in the artwork that I have made is, so much of the media is unconcerned about the agony of the death sentence. You may see an electric chair surrounded by many people, reflecting the harsh truth of the media, which shares in witnessing people's suffering before their eyes. It's as if they're watching something funny and are unaware that their acts are not empathetic.

My design concepts include Contrast, which can be noticed in both bright and dark colors. Emphasis is created on the electric chair using a red color. I also apply the Rule of third to make things more neat. Figure-ground (Gestalt) can be seen with a dark color background and brightly colored objects. I also apply the concept of Asymmetrical balance to make it dramatic , we can observe that the electric chair is somewhat off center.

Design Principles Breakdown :

figure 1.10 Contrast

figure 1.11 Rule Of Third

figure 1.12 Emphasis

figure 1.13 Asymetrical Balanced

figure 1.14 Figure-Ground (gestalt)

FEEDBACK

Week 6

Sir Anwar provided feedback on the final digitization process. He suggested that instead of drawing it digitally, I do a collage to achieve the required silk printing, as Andy Warhol's work was created by photographing the electric chair and silkprinting it onto a canvas. He stated that collages may be created by using free images accessible on various websites, so I can incorporate silk printing into my work.

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Valenz Jycee Primadi (0373407)