BA (Hons.) GRAPHIC DESIGN Module Code
OUGD601
Module Title
Context of Practice 3
LEVEL
06
END OF MODULE SELF-EVALUATION NAME
Elizabeth Gosney
1. What skills have you developed through this module and how effectively do you think you have applied them? The written element of this module has helped me to understand the importance of research. My analytical skills have definitely improved throughout this module. As the written side of the module progressed, I was able to cross-reference effectively. The thought processes I applied to this module helped me to get a better understanding of synthesis. The practical element of the module was entirely informed by the findings and conclusions of my essay. This is shown through a symbolic identity/ rebrand. Every aspect of the practical outcomes can be related back to the different themes addressed in the written content. This made the design process both systematic and justified at all times.
2. What approaches to/methods of design production have you developed and how have they informed your design development process? For the production of this project, I created most of the designs digitally. In order to add contrast, the final business cards and vinyl sleeve were then foiled to give them a golden, shiny finish. The use of both digital and handcrafted design approaches were use to reflect the contradictive nature of modern-day branding. I wanted to create a piece of branding, which was difficult to achieve in order to make it more unique and personal to that particular individual. The vinyl sleeve and business cards were printed onto watercolour paper to add a more valuable aesthetic. The brand guidelines, representing the mass-production side of branding, were printed onto ordinary paper to show a lower sense of importance. Every decision in the production of this brief was made to challenge the importance and success of branding. The final outcome was intended to be hypocritical and ‘unique’.
3. What strengths can you identify in your work and how have/will you capitalise on these? I was really pleased with the finishing on the final business cards and vinyl sleeve of this submission. Although the initial intention was to incorporate a foiled golden hash tag symbol into the logo, the golden shimmer effect brought even more authenticity and individuality to the final outcome. The emphasis of the gold shimmer was intended to represent the obsession of money and corporate values in branding, with an ironic method specifically designed for this individual. I think the final outcome synthesises effectively with the written part of the module. The design appropriately coins Hip Hop culture and branding together and is reflective of both the individual and the branding industry.
4. What weaknesses can you identify in your work and how will you address these in the future? I feel as though I was at a disadvantage during this module due to my laptop breaking at a crucial time during the research and writing of my dissertation. With a restricted access to a computer, I found it difficult to reach my targets during the later part of the module. Unfortunately, the loss of my design programmes also made it extremely difficult to keep a consistent design development process going, as I was only able to progress with this during the university open hours. The hindrance of the technological fault caused me to begin to lack in motivation. In the future, I will make sure that my laptop and design software is all working properly before advancing on a project. I will be getting my laptop fixed with the hope this will not happen in the future. Another limitation in this module was my lack of primary research. This is definitely something I need to improve to better inform my design decisions.
5. Identify five things that you will do differently next time and what do you expect to gain from doing these? If I were to carry out this project again, I would consider the time given and form an effective plan much further in advance to always be prepared for a fault in software or technology, which could highly limit my work. I would aim to include more primary resources in my research plan such as interviews and surveys. This would give me more information to structure new observations. I would use the primary research as a main driver for the practical side of the module to form an entirely justified piece of design. If I were to choose a dissertation topic again, I would avoid writing about branding as I felt it really restricted my options for the practical design.
6.How would you grade yourself on the following areas: (please indicate using an ‘x’) 5= excellent, 4 = very good, 3 = good, 2 = average, 1 = poor 1
2
3
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5 x
Attendance x Punctuality x Motivation x Commitment x Quantity of work produced x Quality of work produced x Contribution to the group The evaluation of your work is an important part of the assessment criteria and represents a percentage of the overall grade. It is essential that you give yourself enough time to complete your written evaluation fully and with appropriate depth and level of self-reflection. If you have any questions relating to the self evaluation process speak to a member of staff as soon as possible.