Research, Analysis and Evaluation of Visual Communications
Research that earns marks
Strong responses use research purposefully: to understand the audience, benchmark existing solutions, and justify decisions. Candidates should know primary research (surveys, interviews, observation, testing) and secondary research (existing designs, articles, data), and when each is appropriate.
Analysis frameworks
Use a structured approach: describe what is there (elements, type, imagery), analyse how it is arranged (principles, hierarchy), interpret meaning for the audience, and evaluate success against the brief. Always move from observation to evidence to judgement.
Concepts to know
- Formal analysis: composition, colour, typography, imagery, layout grid.
- Comparative analysis: contrasting two designs against shared criteria.
- Evaluation criteria: derived from brief, measurable where possible.
- Bias and reliability: sample size, leading questions, source credibility.
- Feedback loops: using testing data to refine design.
Common traps
- Describing without analysing (listing features but drawing no conclusion).
- Judging a design by personal taste rather than brief criteria.
- Confusing opinion with evidence.
- Evaluating a design against criteria invented after seeing it.
Rule of thumb
Use describe → analyse → interpret → evaluate. Each sentence should add a layer beyond the last.
Worked example
A student evaluates a menu design. Weak: "The menu looks modern and uses nice colours." Strong: "The two-column grid with high tonal contrast between section headings and body text supports quick scanning, which suits a lunchtime audience; however, the 8pt body type falls below legibility guidance for low-light dining, so the design only partly meets its brief."