Design Integration Video Critique

Static Vision Board Critique with Jose Caceres

February 19, 2020

Giving Critique

For this video critique project, I teamed up with Jose Caceres. Jose and I have been classmates for the past eight months, and I am consistently impressed by his work and honesty. During the first video meeting, we discussed the Static Vision Board projects and critiqued each other’s work.

Giving a live critique felt far more personal and interactive than a written critique. Conducting the critique over live video chat made it feel slightly less personal than a face to face meeting. However, a video critique is the best form of communication when you are separated by three time zones, as Jose and I happen to be.

Vision boards don’t have to be printed to effectively demonstrate textures and colors. By sharing screens during the meeting, Jose and I were able to display the vision board being discussed. In addition, working together on previous projects made it easier for me to give candid, honest feedback without worrying about Jose’s reactions.

Honestly, I could have prepared more for the first critique. I had already viewed Jose’s static vision board, but I did not read his rationale in advance. Reading and understanding his rationale would have given me an opportunity to find sources that support or contradict his decisions. However, Jose made a strong presentation prior to my critique.

Receiving Critique

In the first video meeting, Jose and I each made a verbal presentation explaining our vision board before receiving a critique. As we have different concepts of the Boxpark Sushi brand, these presentations served to introduce the brand beyond the visuals shown in the vision boards. We each talked about our brand’s differentiation, target audience, voice and tone. Color and typography choices were also explained.

Our choice to present before critiquing made it easier to introduce our brand concepts but limited the scope of critiques as many issues were already covered during the presentations. For the most part, my work was received in that way I intended. However, Jose had several helpful insights and suggestions. One of these suggestions was the idea of using the Sushi Sensei as a brand mascot.

I was prepared to answer questions about my work, and Jose and I agreed on most of the design choices. Jose’s critique did not prompt any major changes to the vision board. However, his observations shed light on refinements that could improve my work for this brand and on future vision board designs.

Dynamic Vision Board Critique with Jose Caceres

February 26, 2020

Giving Critique

One week after discussing our static vision boards, Jose and I had another video meeting to critique our dynamic vision boards. This time, we decided to offer critiques immediately after watching each other’s projects without an introduction or explanation. This helped make the critiques more like discussions in which we could answer each other’s questions.

I was more prepared for this week’s critique after viewing Jose’s dynamic vision board in advance and reading his rationale for the project. I was also already familiar with his brand concept, the target audience, and other brand details that we had previously discussed. This helped focus the critique on the motion elements and stylistic choices used in the dynamic vision boards.

The technical issue of not being able to hear audio from videos played on the other person’s computer made our meeting less than ideal, but Jose and I were still able to analyze each video shot by shot. Although I understood and appreciated Jose’s design choices, I offered a few suggestions that I hope will help him move forward with his designs for Boxpark Sushi. For example, his logotype could be more legible when set against a solid background instead of a pattern.

Receiving Critique

The majority of the motion elements in my dynamic vision board were received in the way I intended. However, Jose felt that the peppy music bed did not match his previous conception of the brand and its educational aspect.

I intentionally chose an upbeat, high-energy piece of music that would emphasize the fun aspect of the brand. A teacher, even a karate sensei, does not necessarily have to be serious. The Sushi Sensei and Boxpark Sushi brand as a whole should have the image of a smart, funny friend rather than a stodgy know-it-all.

Jose’s questions and comments helped me reexamine the way I will present my version of the Boxpark Sushi brand in the coming months. The video critique helped boost my confidence that the project is headed in a strong direction and is based on a sensible design strategy. It also provided valuable experience in presenting and defending my ideas.

The video critique was also an opportunity to share ideas and techniques with a peer in the design field, something I often lack in my daily life. Designing in a bubble can be a lonely and lead to monotony. I look forward to more opportunities to interact with my fellow designers in the Media Design MFA program.