ZHOU XINYI / 0378623
Design Principles
Bachelor of Design (Hons) in Creative Media
Table of Content
1.Instruction
2.Process Work
3.Feedback
4.reflection
1.Instruction
2.Process Work
2.1Recap
Objective :
To analyse the visual design principles used in the selected artwork from Task 1 and develop three original creative ideas inspired by it.
Key Requirements :
1. Visual Analysis :
Write around 300–400 words analysing the composition, visual elements, and design principles used in the artwork by Salvador Dalí.
2. Ideation :
Create three original sketch ideas inspired by the visual style and symbolic elements of The Persistence of Memory. Each sketch should include a short explanation of about 30–50 words describing the concept and inspiration.
3. Documentation :
Include references used during the research process and add lecturer feedback in the final blog post.
2.1.2. Selected Design Work & Credit Line
Credit Line
Artist: Salvador Dalí (Spanish surrealist artist)
Year of Creation: 1931
Work Title: The Persistence of Memory
Technique: Oil on Canvas / Surrealist Painting
Source: Museum of Modern Art Collection
Fig2.1《The Persistence of Memory》
Salvador Dalí
1931
2.2 Draft
Visual Analysis
The artwork The Persistence of Memory by Salvador Dalí is one of the most well-known paintings in the Surrealist movement. The painting presents a dreamlike landscape where several melting clocks are placed on different objects. At first glance, the scene looks strange and unrealistic, but it also feels calm and quiet. The empty landscape and soft colours create a mysterious atmosphere that encourages viewers to think more deeply about time and memory (MoMA, n.d.).
One interesting aspect of this artwork is the use of realistic painting techniques to express absurd imagery. Dalí carefully painted the objects with detailed shadows and textures, which makes them appear realistic. However, the objects themselves are impossible in real life, especially the melting clocks. This contrast between realistic technique and surreal content creates a powerful illusion and makes the artwork visually striking (Tate, n.d.).
Dalí also challenges the viewer’s understanding of everyday objects. Normally, clocks represent accuracy and order. In this painting, however, the clocks appear soft, distorted, and almost lifeless. By changing the form of a familiar object, Dalí breaks the rules of reality and encourages viewers to question their assumptions about time and perception.
Another important aspect of the painting is the use of symbolic everyday elements. The clocks are ordinary objects that people see every day, but Dalí transforms them into symbols of time, memory, and the instability of reality. Through these symbolic elements, the artwork communicates deeper philosophical ideas about human experience and the nature of time.
Reference List
Museum of Modern Art. (n.d.). The Persistence of Memory.
Tate. (n.d.). Salvador Dalí and Surrealism.
The Met. (n.d.). Surrealism.
Bradley, F. (1999). Surrealism. London: Phaidon Press.
Fig2.2.1 Draft
This idea was inspired by the surrealist style, especially the melting clock concept from The Persistence of Memory. I combined a curved road with a distorted clock shape to create a dream-like atmosphere. The melting form suggests the fluidity of time while the curved perspective guides the viewer’s eyes toward the centre of the composition.
For this sketch, I explored structure and balance by designing a tall building with visible staircases and different levels. The repeated shapes and vertical form create rhythm and stability. This idea was inspired by architectural perspective and the design principle of repetition.
Fig2.2.3 Draft
This concept focuses on a spiral staircase that wraps around the building. The curved shape creates a strong sense of movement and leads the viewer’s eyes upward. The design also emphasizes flow and unity, as all the elements follow the same circular direction. 3.Feedback
week5
During Week 5, I presented my initial sketch idea based on the artwork The Persistence of Memory by Salvador Dalí. At this stage, I had only completed one draft sketch. The lecturer commented that the concept was interesting and had good potential, especially the surreal transformation of everyday objects. However, I was encouraged to explore more variations and develop two additional ideas so that I could compare different visual approaches. The feedback helped me realise that I should experiment more with composition and symbolism in my sketches.
week6
In Week 6, I had an in-person consultation with my lecturer to review my progress. After looking at my sketches, the lecturer mentioned that the draft ideas were generally clear and did not require major changes. However, I was advised to remove some of the reference images from my blog because they might distract from the main reference artwork and make it less noticeable.In addition, I made a few adjustments to some parts of the written explanation to make the wording more accurate and reasonable. Toward the end of the discussion, the lecturer asked which sketch I would like to further develop for Task 3. After considering the options, I decided to choose the first sketch as the direction for my next stage of development.
4.reflection
During Task 2, I explored different visual ideas based on the artwork The Persistence of Memory by Salvador Dalí. By analysing the surreal style and symbolic elements in the painting, I tried to translate these concepts into three different visual sketches. This process helped me think more creatively and experiment with unusual compositions and symbolic objects. It also helped me understand how surrealism can transform ordinary objects into something more meaningful and imaginative.
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