DIET - Describe, Interpret, Evaluate, Theorise

As part of our Context of Practice studies we have learned a set of criteria that aids in the analysis of a piece of graphic design – for general use as well as use in crits. These criteria work in an order: Describe (what can you see?), Interpret (what is it about?), Evaluate (how good is it?) and Theorise (how could it be improved?). 

In our Context of Practice sessions we were put into pairs and set a task. Using the D.I.E.T. criteria we were asked to analyse two images. We were told to Describe and Interpret the images individually and then compare what we had written, and then together evaluate and theorise.

The first image we looked at was an advert for the Paralympic Games produced by McCann Worldgroup.

Describe

-       Advert for Paralympic Games

-       Combination of type and image

-       Several different styles & types of font - bold/black/pink/upper-case/lower-case

-       Logos of companies/partners and the event itself

-       Website for more information

Interpret

-       Get people to buy tickets for the Paralympics

-       Express talent that will be on display

-       Show the importance of the event

-       Focus on the achievements rather than the disability

Evaluate

-       Good use of layout

-       Bold text/font makes it easy to read

-       Clear and legible

-       To the point and not over-complicated

-       Good use of language

Theorise

-       Use of different disabilities and sports

-       Vary the layout according to the different disabilities and sports

-       Separate the ‘LOOK AT THE RECORDS.’ From the text above it. Lower/drop it down a small amount to make it clearer and have greater impact

The overall opinion on this piece was that it worked well, communicating its message simply, cleverly yet effectively. All the colours, fonts/typefaces and illustrations compliment each other making it work on an aesthetic level as well.

 

The second image we looked at was a door hanger, produced form MCAC to raise awareness of testicular cancer.

Describe

-       Door hanger

-       5 variations of fonts/typefaces

-       Combination of blue/baige/flesh/yellow colour pallet

-       ‘Mr. Testicles’ illustration

-       Company logo

-       Website address

-       Twitter name

-       Clear and basic layout

Interpret

-       Raising awareness for testicular cancer

-       Addition of social media information shows target audience

-       Advises and suggests you act and check

-       Potentially humorous tone of voice

Evaluate

-       Does what it needs to do - inform

-       Wrong tone of voice – should be a more sophisticated, less childish approach

-       Seemingly aimed at wrong target audience – childish appearance

-       Clear and legible

-       Does not look professional

-       Why would you hang it on your door?

-       Type and colour pallet don’t work together, especially with the blue – type becomes unclear

Theorise

-       Tone of voice and attitude should be revisited which should change almost the entire door hanger

-       Needs to be a lot less childish and more in keeping with there target audience – higher education students

-       Colours should also be changed as they don’t really work together and are not appealing colours either

The overall opinion on this work was that it was poor, unintellectual, and designed without thinking about the target audience. It has been designed with a boisterous attitude that i do not believe works with what it is trying to communicate.