BA (Hons.) GRAPHIC DESIGN
DESIGN PRODUCTION - DIGITAL
END OF MODULE SELF-EVALUATION NAME
1. What skills have you developed through this module and how effectively do you think you have applied them? The most obvious set of skills developed through this module have been the technical developments on After Effects. Although I didn始t use the more complex features on After Effects for my final outcomes, I did manage to explore everything that I storyboarded both through the sessions with Mike and extra tutorials online in my own time. Through storyboarding and using timelines I gained better understanding of communicating movement and creating ideas on paper and how they transfer onto screen. The storyboarding process also gave me a better understanding of dealing with time in the earlier stages of the process. On a whole this has made dramatic improvements in my skills when working with video / motion. Storyboarding has also improved my drawing skills and resulted in consistent progression of skills on both paper and screen. Through both my practice and context I feel that I have a gained a broadened understanding of what motion graphics consists of. I now realise that motion graphics are more than just about creating visually appealing moving images, the contextual relevance has just as much importance as that of print or other forms of design. By consistent blogging and extensively evaluating of both my own design practice and context I feel more confident about talking more in depth about my own work and that of others. I feel that my general use of language has improved, which in turn has had a positive effect on both my design practice and contextual studies. 2. What approaches to/methods of design production have you developed and how have they informed your design development process? Through this module I spent a lot of time experimenting with my imagery in methods that I would not normally have used. Simply by using the scanner and moving away from my usual digital progression I managed to produce a large range of visuals to work with. Pre planning played a significant role in my design production developments. Although mistakes in print can be costly, problems can be very time consuming when working with motion graphics. If the concept is wrong or unclear when you have already started the tedious After Effects process it始s can produce some major setbacks and if you are required to start again or go back and re-edit, particularly when movements are in time with music. I will make sure I plan ahead and make sure I have got a clear design direction with my work. Although I found it hard communicating my initial ideas through storyboards, I have realised that
design is not just about the technical side, the technical production of many examples of motion graphics is often done by someone completely different to initial creator of the idea, so it is important that I develop both sets of skills. Finding the appropriate music was one of the key issues with the project, I didn始t know how to relate a specific genre of music to my target audience. However when I gained more visuals and understanding of the subject and was able to make informed and appropriate audio choices. This is something that I will apply across all of work, making sure that I define my target audience early on and using my research and development to make informed decisions. Finally when looking at the design process in relation to branding, I have broadened my understanding of the process that goes into creating a visual identity. Through looking at the More 4 rebrand and working my own idents / title sequence around this I understand a lot more about how work is delivered to clients and how consistency is applied to created a well communicated and interesting brand. 3. What strengths can you identify in your work and how have/will you capitalise on these? For this project I enjoyed working with my chosen subject, it was satisfying to move out of my comfort zone and through research and visual exploration gained interest in what I was working with. This showed me that one aspect of design is about getting people interested in what you are telling / selling / informing them. It also showed me that I can apply myself to work with these subjects, which will be helpful when doing placements / work experience. The range of visual approaches that I underwent through this project was a substantial progression from the last module. Exploring different textures image gathering / editing techniques and moving away from my usual approach of clean-vectored designs is something I hope to pursue through more than simply motion graphics. My general opinion of motion graphics was initially quite negative, despite this the more work I started producing the more my interest and understanding of motion graphics and design grew. I feel that for something I was initially not very interested in that I have gained a broadened understanding of in the current industry, especially when looking at the More 4 branding. Although my interest grew quickly I will make sure I don始t dismiss something before I have a better understanding of it. 4. What weaknesses can you identify in your work and how will you address these in the future? The main struggle in my design process is getting started; although my motivation and range of visuals was consistent from the start my research often lacks direction in the early stages of the process. This was also the case when getting started on After Effects, although I was producing a satisfactory amount of storyboards I was anticipating moving onto the computer but when I finally did it made it much easier re visiting my storyboarding and generating ideas. Although I feel my evaluative skills have improved through this module I need to be able to commit to the same in depth level of evaluation but deliver it in a more direct and communicative form. 5. Identify five things that you will do differently next time and what do you expect to gain from doing these? - Defining my target audience was something that I eventually focused on but I feel that much of the imagery I produced in the early stages of the process didn始t have enough contextual relevance. When working on future briefs defining my target audience will play an earlier more significant role of my design process. - Although my visuals were contextually relevant I feel that this may have limited the possibilities of my final comes. In future projects I will aim to define a visual approach but avoid deciding on an aesthetic
based on my own preferences, and focus it towards my target audience. - Focusing on my initial negative attitude towards motion graphics, I realise now that this was an immature and naive approach to take. In future no matter what my preconceptions of what I am dealing with, I will stay positive and productive. This should also have a positive effect on my professional development, when working in studios enthusiasm is a brilliant trait. - In this module it took longer than I would have liked to progress with the physical designing process. In future I will start producing work much earlier on in the brief and ensure that my research evolves into my own interpretations of the information collected at an earlier stage. - Although I gained research from a variety of different sources I feel there was a lack of primary qualitative and quantitative research. In future I will aim to address alternative ways of gathering both primary and secondly information to expand my skills as a conceptually driven designer. 6.How would you grade yourself on the following areas: (please indicate using an 驶x始) 5= excellent, 4 = very good, 3 = good, 2 = average, 1 = poor 1
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.