DESIGN PRINCIPLES - FINAL PROJECT
Neoh Kar Yan (0339338)
Design Principles
Final Project
Final Project
BILLBOARDS
26/6/19 - 3/7/19 (Week 14 - Week 15)
We were to observe and investigate the print culture around us. Wherever we go, we see billboards: on buildings, highways, elevated sidewalks. They are of different sizes, orientations and they all have been designed for a purpose.
Fig.1.1: Billboard #1
Fig.1.2: Billboard #2
Fig.1.3: Billboard #3
Fig.1.4: Billboard #4
Fig.1.5: Billboard #5
What I noticed from the billboards that I've observed, they all have similar styles and purposes, which is to promote a specific product, brand or a social cause. All the billboards I spotted were advertisements and they were found mostly in high-traffic areas and busy sidewalks. Even on campus, we can spot many billboards or print adverts around us. Adverts such as to promote the campus, food, club events or other upcoming events.
Generally, I am never attracted to the billboards in Malaysia. The billboards that attract me are usually digital and big screen billboards, billboards that come alive. Those, in my opinion, are what I find really interesting and appealing to the eye.
To start off, I did some brainstorming and came up with 6 different ideas and sketches for this project.
Fig.1.6: Sketches and ideas #1
Fig.1.7: Sketches and Ideas #2
I had a lot of ideas in mind. After sketching out and showing it to Ms. Sherry, she said that I have good ideas and that the idea that I pitched to her was clearer compared to the other ideas. Hence, I went with my last idea.
Having that idea fixed, I began to further my thought process and developed my overall ideas on it.
Fig.1.8: Idea development
I decided to execute this project digitally on Adobe Illustrator.
Fig.1.9: References
Here is my progress:
I started off digitizing the stairs with a stock photo I found. Then I copy and paste the first step to the next so it saves time.
Fig.1.10: Digitizing the stairs
Next, I digitized the billboard and the door.
Fig.1.11: Digitizing the billboard
I proceeded to add shadows and highlights to the stairs as it will look more realistic and it creates more depth to show more significance in the composition.
Fig.1.12: Adding shadows to the stairs
Moving on, I placed a transparent image of a wired fence and digitized the floor.
Fig.1.13: Adding the fence and floor
Moving on to my background, I was inspired by Ryo Takemasa's illustration on a green scenery that I really like. I wanted to use different mediums for this project. Hence, I wanted to paint my background using acrylic paint.
I placed a transparent image of a wired fence and digitized the floor.
Fig.1.14: Acrylic paint used
Fig.1.15: Painted background
After combining the background with the digitized artwork, I didn't really like the outcome because it didn't really fit well with one another. Therefore, I digitized the background.
Fig.1.16: Combined painted background with artwork
Fig.1.17: Digitizing the background
After digitizing the background, I added clouds that I drew myself. I also added a basketball under the billboard plus their shadows.
Fig.1.18: Adding background into artwork and basketball
I traced different people and played with the colours of their hair, outfits, etc then placed them in the composition. The reason why I didn't add shadows to the people is because I didn't want to make the people stand out more than the basketball. Hence, they look more balanced with one another.
Fig.1.16: Adding people
Fig.1.17: Adding more people
I added the phrase "*Inserts every ad" on the billboard with the typeface Futura Bold.
Fig.1.18: Adding billboard message
I changed the billboard message to "*Advert" because the phrase "*Inserts every ad" sounds comedic as it is commonly used for meme purposes.
The Final Composition:
Fig.1.19: The Final Outcome
Among all the exercises and projects, this is by far the most effort and most time consuming it took to complete. Behind my artwork, there are lots of underlying meaning and significance of each object used. The significance of my idea behind this project is Advertising and its effect on mankind. The advancement of technology and advertising are rampant in our world today, thus, humans are trapped by the world of social media and advertising. This is symbolized by the act of humans walking/ running up the stairs into an "opened door" leading to nowhere/ darkness. On the other hand, the tall fence represents us being "trapped" from the real world outside. The real world outside is our nature and current happenings. Besides that, the basketball on the ground represents our dreams that are left behind and abandoned meanwhile the basketball hoop is not visible because it represents our goals which are not fulfilled/ met. Ironically, the basketball hoop also doubles as the billboard, which draws the connection between those two.
People nowadays are constantly fixated to the screen of their respective gadgets, whether is it keeping up with the latest trends or chasing materialistic items. However, there are so many things that truly matter to us out there in the world for us to see, admire and care about. Hence, we should learn how to pause once in a while in our lives, to get off our gadgets, step outside and live a meaningful life.
In my composition, I applied several design principles. Firstly, the principle of hierarchy. I made the billboard on top of the composition with a dynamic perspective so that it stands out from the rest of the elements. I also made the word 'Advert' large enough to appear as the priority. Next, the principle of repetition. The fence and stairs are made repetitively. The white lines on the floor showcases direction as it guides your eye direction horizontally and vertically sideways down. I also showcased the principle of rhythm through the humans walking towards and up the stairs. It gives off a sense of movement towards the door. Lastly, I also made the billboard with black and white colours alongside with two other contrasting colours, orange and blue to showcase the principle of contrast.
We were to observe and investigate the print culture around us. Wherever we go, we see billboards: on buildings, highways, elevated sidewalks. They are of different sizes, orientations and they all have been designed for a purpose.
 |
| Fig.1.1: Billboard #1 |
 |
| Fig.1.2: Billboard #2 |
|
| Fig.1.3: Billboard #3 |
 |
| Fig.1.4: Billboard #4 |
 |
| Fig.1.5: Billboard #5 |
What I noticed from the billboards that I've observed, they all have similar styles and purposes, which is to promote a specific product, brand or a social cause. All the billboards I spotted were advertisements and they were found mostly in high-traffic areas and busy sidewalks. Even on campus, we can spot many billboards or print adverts around us. Adverts such as to promote the campus, food, club events or other upcoming events.
Generally, I am never attracted to the billboards in Malaysia. The billboards that attract me are usually digital and big screen billboards, billboards that come alive. Those, in my opinion, are what I find really interesting and appealing to the eye.
To start off, I did some brainstorming and came up with 6 different ideas and sketches for this project.
 |
| Fig.1.6: Sketches and ideas #1 |
 |
| Fig.1.7: Sketches and Ideas #2 |
I had a lot of ideas in mind. After sketching out and showing it to Ms. Sherry, she said that I have good ideas and that the idea that I pitched to her was clearer compared to the other ideas. Hence, I went with my last idea.
Having that idea fixed, I began to further my thought process and developed my overall ideas on it.
 |
| Fig.1.8: Idea development |
I decided to execute this project digitally on Adobe Illustrator.
 |
| Fig.1.9: References |
Here is my progress:
I started off digitizing the stairs with a stock photo I found. Then I copy and paste the first step to the next so it saves time.
 |
| Fig.1.10: Digitizing the stairs |
Next, I digitized the billboard and the door.
|
| Fig.1.11: Digitizing the billboard |
I proceeded to add shadows and highlights to the stairs as it will look more realistic and it creates more depth to show more significance in the composition.
 |
| Fig.1.12: Adding shadows to the stairs |
Moving on, I placed a transparent image of a wired fence and digitized the floor.
 |
| Fig.1.13: Adding the fence and floor |
Moving on to my background, I was inspired by Ryo Takemasa's illustration on a green scenery that I really like. I wanted to use different mediums for this project. Hence, I wanted to paint my background using acrylic paint.
I placed a transparent image of a wired fence and digitized the floor.
|
| Fig.1.14: Acrylic paint used |
 |
| Fig.1.15: Painted background |
After combining the background with the digitized artwork, I didn't really like the outcome because it didn't really fit well with one another. Therefore, I digitized the background.
 |
| Fig.1.16: Combined painted background with artwork |
 |
| Fig.1.17: Digitizing the background |
After digitizing the background, I added clouds that I drew myself. I also added a basketball under the billboard plus their shadows.
 |
| Fig.1.18: Adding background into artwork and basketball |
I traced different people and played with the colours of their hair, outfits, etc then placed them in the composition. The reason why I didn't add shadows to the people is because I didn't want to make the people stand out more than the basketball. Hence, they look more balanced with one another.  |
| Fig.1.16: Adding people |
 |
| Fig.1.17: Adding more people |
I added the phrase "*Inserts every ad" on the billboard with the typeface Futura Bold.  |
| Fig.1.18: Adding billboard message |
The Final Composition:
 |
| Fig.1.19: The Final Outcome |
People nowadays are constantly fixated to the screen of their respective gadgets, whether is it keeping up with the latest trends or chasing materialistic items. However, there are so many things that truly matter to us out there in the world for us to see, admire and care about. Hence, we should learn how to pause once in a while in our lives, to get off our gadgets, step outside and live a meaningful life.
In my composition, I applied several design principles. Firstly, the principle of hierarchy. I made the billboard on top of the composition with a dynamic perspective so that it stands out from the rest of the elements. I also made the word 'Advert' large enough to appear as the priority. Next, the principle of repetition. The fence and stairs are made repetitively. The white lines on the floor showcases direction as it guides your eye direction horizontally and vertically sideways down. I also showcased the principle of rhythm through the humans walking towards and up the stairs. It gives off a sense of movement towards the door. Lastly, I also made the billboard with black and white colours alongside with two other contrasting colours, orange and blue to showcase the principle of contrast.
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