
Techniques for analysis.
How to
write about design.
TECHNIQUES FOR ANALYSING VISUAL COMMUNICATIONS
This page addresses the Key Knowledge point in Unit 3 of the VCAA Study Design for Visual Communication Design 2018-22 p22, ‘Techniques for analysing visual communications’. There are two main factors to consider when making an analysis of design works:
- The depth of analysis required. This will be directed by instructional verbs.
- The focus of the analysis. For example, factors that influence design may be the focus of the analysis.
DEVELOP YOUR LEARNING
The framework for analysis discussed in this article is a kind of lens through which one can understand and interact with visual communications. However, in order to discuss designs in an informed way students require a foundation knowledge in all of the areas that contribute to designs and influence the decisions designers make on the way to effectively satisfying a client's design need.
I have a range of pages dedicated to informing students about the interpretation and production of visual communications. Please visit and/or revisit each of them during your analysis and revision of visual communications.
Jump to

Instructional verbs.
which action is required?
The skills of analysis are investigations made by exercising actions into or about a topic. The actions include;
- Identify (say or list contents)
- Describe (relate the characteristics of the contents using adjectives)
- Discuss (explore, give a range of viewpoints or interpretations)
- Explain (link between example and/ or influences, provide reasons how, why)
These are also the words that are used in exams, so it’s a good idea to get used to using them now.
What do I talk about?
Often a question in an exam asks a student to write on a clearly identified aspect or part of a design. However, when asked to make a more comprehensive analysis of visual communications, it is sometimes hard to know exactly what to look at and discuss. Below is a range of categories that can be used to frame an investigation of visual communication. Use them to prompt an investigation;
- Overview of the design
- What is it? What need/ problem does it solve?
- Who is the designer, date of design or production, the client, the producer?
- Who is the target audience?
- What is the purpose? What is the function?
- What is the context for its sale, display and/ or use?
- Aesthetic qualities
- How do the Elements and Principles of Design combine to create visual effects?
- How and why are materials, methods, media, techniques and processes used for visual effect?
- Functional characteristics
- How are the Elements and Principles of Design used to support the purpose and/ or function?
- How are materials, methods, media, techniques and processes used to support the function
- Factors that influence design
- How have social (including political, historical, stylistic, religious, etc.), economic, technological and/ or environmental factors influenced designers' decision during designing the visual communication?
Instructional verbs helper table
Identify
Instruction
OVERVIEW
AESTHETICS
function
FACTORS THAT INFLUENCE DESIGN
Name or list components
HOW DO I IDENTIFY?
Write answers to these questions as simple statements in paragraph form. Resist the temptation to elaborate, describe or discuss.
What is it?
Who was the designer?
Who was the client, the producer?
When was it made?
Who is the target audience?
What is the purpose?
What is its context (where will it be sold and used?)
What are the dominant design elements? List, and list components of them.
What are the dominant design principles? List, and list components of them.
What materials contribute directly to the look of the design?
*For communication design and illustration in industrial and environmental design;
- What methods have been used?
- What media has been used?
What is it designed to do?
What design elements contribute to the function? List, and list components of them.
What design principles contribute to the function? List, and list components of them.
What materials contribute directly to the function of the design?
*For communication design and illustration and industrial and environmental design;
- What methods have been used?
- What media has been used?
model analysis

sample question
sample answer
Describe
Instruction
OVERVIEW
AESTHETICS
function
FACTORS THAT INFLUENCE DESIGN
HOW DO I DESCRIBE?
Provide more information about the items you have identified. You may begin to elaborate on visual qualities by describing the ways elements and principles work together. Resist the temptation to give opinions or reasons that explain designs.
Elaborate on the nature of these people and groups (listed above)
Elaborate on the nature of the purpose and context.
Examine the visual characteristics of relevant Design Elements and Principles.
Examine the visual characteristics of materials.
*For communication design and illustration in industrial and environmental design;
- Examine the visual characteristics of methods.
- Examine the visual characteristics of media.
Say how to the visual communication is used.
Examine the functional characteristics of Design Elements and Principles.
Examine the functional characteristics of materials.
*For communication design and illustration and industrial and environmental design;
- Examine ’ functional characteristics of methods.
- Examine the functional characteristics of media.
model analysis

sample question
sample answer
Discuss
Instruction
OVERVIEW
AESTHETICS
function
FACTORS THAT INFLUENCE DESIGN
Examine the design from different perspectives.
HOW DO I DISCUSS?
Consider, refer to and present differing opinions or other readings of the design, whilst resisting the temptations to evaluate. One may begin to refer to the interpretations, meanings, stories behind designs and the ways in which it achieves its purpose.
Consider why was it made?
Examine broader questions about the design in its context like: Is the design mainstream? Is it liked?
model analysis

sample question
sample answer
Explain
Instruction
OVERVIEW
AESTHETICS
function
FACTORS THAT INFLUENCE DESIGN
Link to characteristics and/ or influencing factors, provide reasons about how, why, when using the image as reference
HOW TO I EXPLAIN?
Refer to specific characteristics or parts of designs. Describe them and discuss how they function or meet the design need effectively. Make links with other designs and influences. Describe how and why the designers made the choices they did referring to the Elements and Principles of Design and materials, methods and media used. Give reasons for the choices designers made in response to influences.
model analysis

sample question
sample answer
Jump to

Answering a question.
Topic sentence and evidence
The question

The answer - topic sentence

The answer - provide evidence
