I chose ‘the uncanny’ as my individual analytical and evaluative research topic as I found that I had a real interest when it comes to finding out more about it. I had used the uncanny within a brief for COP in Level 5, 2014/2015 and enjoyed it thoroughly and so continued to use it with my third year as to gain more knowledge and a deeper understanding of what it is and how it can be used.
I gathered further knowledge of the uncanny and its uses and limitations through research, allowing me to understand the theory and other related theories in much more depth. I have kept my data informed, concise and precise as only to provide relevant and appropriate information. I have researched, in detail, any information that I have used within my work as to be as professional, accurate and up to date as possible. I understand that there are things that will change with time (technologies and theories etc), which will be improved and updated. This will also affect media and the way that it works and it used. Yet I have used the information available to me right now.
My critical awareness has also developed allowing me to study and comprehend social aspects of through imagery, type and connotations, to name a few. This goes hand in hand with critical thinking in which I have also evidenced, through my blog and final work. I have taken steps to ensure that every decision and design choice was justified, analysed and appropriate.
Through this module, I have developed the appropriate skills to write a dissertation, using Harvard referencing, formatting and other academic tools and methods. I have been able to display practical research and create visuals based on the uncanny and related/linked theories discussed within my dissertation. In addition to formatting and using tools, I created a timetable to organise my days/weeks to ensure that I was the most efficient, when working, with the time that I had. This is a more professional way to work as in the ‘real world’ deadlines are also given, for jobs, clients etc. I feel like I have better time management skills in addition to having a more professional way of working.
I was able to evaluate formats that reflect an understanding corresponding with appropriate academic practices. Such as learning, research and managing research and studies. From this I employed a synthesised understanding of theoretical and practical contexts of individual creative practices and concerns which I have continually evidenced through the use of design boards, evaluations and blogging. The formats that I have used are all informed by my concept and theme whilst also creating continuity throughout my practical pieces by referring back to my research and dissertation at all times.
I have been innovative when designing both a type and image based advertisement for the same product. One of my creative concerns was whether the type would have as much impact and the image, yet it was not relevant as the uncanny, as long as it is present, can still work to make the negative effect and association to then be stored in the long-term memory of the audience. This is the aim of the practical work and so no matter whether obvious or subtle, still works.
I have demonstrated an independent critical understanding of the aesthetic, cultural, historical, technological, social and emotional contexts which were relevant to my study. Such as researching and appropriating the history of glyphs and typography, cultural understandings and codes which can affect how the uncanny and other emotions are received, along with the aesthetic decisions which need to be made in order to create something which can be perceived as peculiar. This ensures the synthesis of my dissertation with my practical work.
I have evidenced my ability to use logic, reasoning and critical judgement when analysing my ideas. The logic comes in to play when I decided to create an advertisement for my practical. This was the most obvious choice as it was this subject which I have focused on the most within my dissertation, it is even in the title.
Through the delivery of solutions I have identified design problems and solved them in an appropriate and interesting way. I understand that ethics and audience can affect the context of design work, I have investigated and provided a solution to each of these when the problem has occurred.
Using a range of primary and secondary sources to research, employ critical and theoretical methodologies I was able to evaluate examples from the relevant subject discipline. For example; I was aware that there is such a thing as ‘sensitivity’ and ‘desensitisation’ and so I know that I had to ensure that my practical was within a ‘range’ of uncanny as to still appear unheimlich, but not too peculiar that it is ‘replaced with revulsion’. This was a problem which was solved by asking opinions about the work from a group of people and ensuring that the design is in the larger range of ‘uncanny’ rather than overly/underly peculiar, as discussed within my dissertation.
In order to inform the development and contextualisation of design solutions for print based distribution, I have analysed and critically evaluated primary and secondary source material. As shown on my blog, I have visited various media to gather any data that I have used to ensure that it is correct and as up to date as possible. This has given my the ability to provide the best and most professional work.
In addition to this, I have evidenced the capacity for undertaking a wide range of independent practical and theoretical research which demonstrates an informed application of critical, effective and testable processes. I studied Playstation in depth , analysing their previous work. Although I knew about the uncanny from my 2014/2015 module, I delved deeper into the theory along with relating and analysing other relevantly linking theories. I searched online and in books to find appropriate quotes, research, studies etc. Whilst also conducting studies of my own to support these findings.
Considering the limitations of my access to more professional technology, my work in terms of quality, is very good. It works within the brief and fulfils each objective in terms of concept, design, audience, purpose, process, materials and overall aesthetics.
The build and materials of my work on the whole is appropriate. I understand that if my design was for an actual billboard it would be cropped and printed on a 48 sheet, which is what creative advertisers work to. Also in relation to the visual quality and resolution, the imagery could be of a lot higher quality. I used cameras available to me through the university and researched and used a technique called ‘High Pass’ which allowed me to increase the quality and resolution when editing. Although I understand that in the working advertising world, I would have access to a more professional camera, yet this newly learnt skill may come in handy again.
As far as time limitations go, I feel that if I had had more time I could have had my work printed more professionally with a Printing Company although this would require more money, this is where other limitations, such as cost, come in. This is one improvement that could have been made as the printers and finishes available to me within University are again, limited. The print quality and colour isn’t as accurate as it could be.
Commercial limitations also come into play within this Module. If my designs were to be real posters and billboard advertisements, they would be printed in bulk and on a much larger scale.
Overall, this module has allowed me to expand my skill set and work to my strengths whilst overcoming weaknesses. I have thoroughly enjoyed this module which I personally think has helped me to understand the type of work I would enjoy going into after finishing my course at Leeds College of Art. I feel that I am now adequately prepared for the theoretical and practical research demands of postgraduate study as my knowledge and skills are broader and much more professional.
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