How do you analyse the visual language of existing design work to explain its purpose, function and aesthetic impact on an audience?
the analysis of existing visual communications, examining how visual language, design elements and principles, methods, media and materials create meaning and serve purpose, function and aesthetic impact for an intended audience
A VCE Visual Communication Design Unit 3 answer on analysing existing designs: what visual language is, how purpose, function and aesthetics differ, and how to read elements, principles, methods and media to explain meaning for an audience.
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What this dot point is asking
This dot point trains the analytical eye you will turn on your own folio and on stimulus in the exam. Reading other designers' work well is how you learn to make deliberate choices in your own.
What visual language is
Visual language is the system of visual cues a designer uses to communicate without words, or alongside words. It includes the design elements and principles, typography, imagery, symbols and the conventions of a design field. Just as written language uses grammar, visual language uses arrangement and convention to make meaning legible to an audience.
Purpose, function and aesthetics
These three words are often confused, but the study treats them as distinct lenses.
- Purpose is the communication goal, to inform, to persuade, to identify, to guide.
- Function is the practical role the design performs, a sign that directs movement, packaging that protects and sells.
- Aesthetics is the look and the sensory or emotional response it creates, elegant, playful, austere, energetic.
A method for analysing
Work from observation to interpretation. First describe what you see, the elements, principles, type and imagery. Then explain how those choices function and what aesthetic they create. Finally interpret the effect on the intended audience and judge how well the design achieves its purpose in its context.
Analysis across the three design fields
The same skill applies whether the work is communication design (a poster, an app), environmental design (signage, an interior, architecture) or industrial design (a product). Each field has its own conventions and uses methods, media and materials differently, so good analysis names the field and reads the work against its conventions.
Writing strong analysis
Use design terminology precisely and keep returning to the audience. The chain is: name the feature, explain how it functions or what it looks like, then state its effect on the intended audience and its contribution to purpose. Avoid value words like nice or cool, which carry no analytical content.
When you can read a visual communication's visual language, separate its purpose, function and aesthetic, and explain how each choice affects the intended audience, you can analyse design rather than merely react to it. That analytical capability is what this dot point is built to assess.