OUIL406_ Visual Communication Evaluation

Leeds College of Art
BA (Hons) ILLUSTRATION Level 04
OUIL406 Visual Communication Credits 20
End of Module Self Evaluation

NAME Matthew Mercer


1.  What have you learn about visual communication during this module and how effectively do you think you have applied these ideas?
I think the biggest thing I have gotten from this module is how important simplification of image is. Especially in the last two briefs I wanted to work at using more ambiguous shapes and textures to relay an idea, which I think I did and successfuly developed this through the module. On a similar note, I have learned that what an image is trying to say doesn't have to be screamingly obvious, and that ambiguity is sometimes much more effective in communicating figure and narrative. I have tried to be more ambiguous in my work throughout the module, and have enjoyed the simplification that has followed.

2. What approaches to/ methods of image making have you developed and how have they informed your concept development process?
I really wanted to work with shape and texture throughout this module, and I tried to really experiment what shape (especially in brief 2) and texture (especially in brief 3) can do for an image. Using both shape and texture, I think I have started to move more towards where I want to be as an illustrator at the minute, and am keen to move forward and further develop my use of shape and texture. For me, digital software was used heavily throughout this module, meaning my images took on a more structured aesthetic. I really enjoyed producing work digitally, but think I definitely need to introduce some more hand made elements to my work in future.

3. What strengths can you identify in your work and how have/will you capitalise on these?
I really like the simplicity in my images, even with a more complex use of shape in brief 2 I still felt the image looked quite simple overall. I think the use of shape has definitely influenced this, and as I said before I really want to further my use of shape. I think my work is starting to develop a voice and an aesthetic that is appealing to me. I also like my use of texture in SB3, I played with other textures that I'd collected myself rather than using premade ones, which I think really look good. I will continue to collect and implement these textures into my work.

4. What weaknesses can you identify in your work and how will you address these in the future?
I think I definitely neglected the development stage in a couple of the briefs. And I think a big part of this is working digitally and moving straight from roughs to the actual making of the image so very little experimentation with media was done. Im not sure weather working digitally necessarily needs this experimentation with other media if I know the aesthetic that I am going for, however I think handmade experimentation definitely has a place within other parts of my practice.

5. Identify five things that you will do differently next time and what do you expect to gain from doing these?
1- Concentrate more on experimentation, hopefully to create more 'refined' images.
2- Consider stock earlier rather than rushing into a shit print, then having to spend more time/money getting quality prints.
3- Create more uniformed roughs, my sketchbooks are messy. Which make sense to me but maybe for people looking in (markers) it won't make much sense and maybe translations of what I have produced from my roughs may become lost.
4- Try not to be too literal, ambiguity can be more interesting.
5- Create work that I want to create, not what I think others will like- start enjoying the things I make!!

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 4 5
Attendance 2
Punctuality 4
Motivation 4
Commitment 4
Quantity of work produced 2
Quality of work produced 3
Contribution to the group 1
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.


A copy of your end of module self evaluation should be posted to your studio practice blog. This should be the last post before the submission of work and will provide the starting point for the assessment process. Post a copy of your evaluation to your PPP blog as evidence of your own on going evaluation.

Notes