OUGD601 - Evaluation

OUGD601 has been the most self driven and independent project throughout my whole learning experience at Leeds Arts University. Having started reading and researching at the end of level 5 and throughout the summer, it has also been the longest project worked on to date. It has been surprising how long this brief has actually taken to complete, I underestimated the amount of time that would be spent simply reading books and gathering research. This however, has not been a pointless exercise, I feel like I have learnt so much in regards to the theoretical side of graphic design. Movements and metanarratives such as Marxism, Dadaism, Postmodernism, Modernism, Capitalism and Consumerism are now second nature to me, I feel confident enough to thoroughly explain all of these elements and how they link into my theoretical piece of writing and practical investigation. This knowledge will help me to expand upon my design practice in both the PPP and Extended Practice modules. I have already found myself discussing this knowledge and these terms when visiting exhibitions and galleries. Technology and sociology has also been explored greatly throughout, a continuing understanding of them will help to inform future projects. In particular, technology, postmodernism and popular culture are vital areas which resonate specifically with my personal practice, I hope to continue building upon my understanding of these even after the degree has finished.

In regards to my final essay and resolutions, I am extremely pleased and proud of my outcomes. I believe that the amount of hours put into the project is reflected greatly through the final resolutions. The project could not have been completed to this level without an extensive amount of planning and preparation, the research portion of the project alone took longer than both the writing of the paper and production of the practical investigation combined.

The practical piece was heavily informed by the essay, sharing much of the same initial research. All design decisions were informed and influenced by the concept and context of the brief. Grasping an understanding of the demographic audience was key to decide upon the digital direction of the project. With the essay being based around 'internet memes' it was crucial that the project focused on digital mediums and their effect on a consumerist society. The repurposing characteristics of memes was also a core idea to embed within the final piece.

All together, I am happy with my final outcomes and I believe that the concept is portrayed successfully through the use of visual and written aids. It would have been helpful to create the final advertising video for Nike however, with it needing footage from; skydiving, bungee jumping, mountain climbing, skiing, diving and other sports, it was not feasible to produce given my timescale and budget. The manifesto alone is successful at explaining the final concept.