Design Grade 12 IEB Paper 1 2017 Question Paper

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE EXAMINATION NOVEMBER 2017 DESIGN: PAPER I Time: 3 hours 100 marks PLEASE READ THE FOLLOWING INSTRUCTIONS CAREFULLY 1. This question paper consists of 24 pages and a Colour Addendum of 2 pages (i–ii). Please make sure that your examination paper is complete. 2. This paper consists of three sections: SECTION A Design Literacy – Language of Design 30 marks SECTION B Design in Context – Historical 30 marks SECTION C Design in Context – Contemporary 40 marks 3. Read through the paper carefully before answering any questions. 4. There are choices within some questions in this paper. Read your options carefully. 5. Ensure that you follow the instructions given in the questions. 6. Answer on this paper in the spaces provided. 7. Use the mark allocation to determine the time spent on each question. One mark is awarded for each substantiated fact. 8. Do NOT repeat the same facts and examples for different questions OR use the examples presented in the question as part of your answers unless specifically asked to do so. 9. Underline the names of designers and their works in Sections B and C. 10. It is in your best interest to write legibly and neatly. IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 2 of 24 SECTION A DESIGN LITERACY – LANGUAGE OF DESIGN QUESTION 1 THE PROCESS OF DESIGN Diagram 1 1.1 Identify the phases of the design process that are represented by blocks A, B and C in Diagram 1. (3) 1.2 In Ontological design, what essential stakeholders are represented by the blank blocks? (1) 1.3 Discuss the significance of the bold arrows used in the diagram. What important aspect of Ontological design does it reflect? (2) [6] IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 3 of 24 QUESTION 2 DESIGN COMMUNICATION Refer to Image A on the Colour Addendum sheet. 2.1 Identify and explain which gender stereotypical features have been used in the Dove banner. (2) 2.2 Briefly explain why the designer has chosen a white background for the banner. (2) 2.3 Explain how the typography emphasises the message of the banner. (2) IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 4 of 24 2.4 Identify and explain the positive visual indicators and suggest the subsequent activism incited through the Dove banner. (2) [8] QUESTION 3 VISUAL ANALYSIS Select ONE of the Images B–D on the Colour Addendum sheet. Complete the table that follows and provide an analysis of TWO design elements, followed by an analysis of TWO design principles that work with each of the selected design elements. (You may only use a design principle once. You may not refer to any principles given in the examples.) Analyse the design, making sure you discuss the actual designs and not the photographs per se. IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 5 of 24 Image selected: B / C / D (Circle your chosen image) Analyse any TWO of the following Identify and analyse TWO Design Design Elements: form/texture/ Principles: colour/space/line The composition uses a limited The scale  of the triangular E.g. range of similarly constructed E.g. shapes is a fraction of the size of 3.1.0 shapes to differentiate between 3.2.0 the logo, allowing for a delicate the segments of the poster.  framing of the logo.  3.1.1 3.2.1 (1) (2) IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 6 of 24 3.1.2 3.2.2 (1) (2) (6) 3.3 Identify and explain the working of ONE Gestalt principle in either Image A or C. (2) [8] IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 7 of 24 QUESTION 4 BUSINESS AND DESIGN TERMINOLOGY Refer to the Images E1– 4, "#DefyLabels" and Images F–H on the Colour Addendum sheet to answer the questions that follow. In your answers, ensure that you demonstrate a clear understanding of the relevant terminology. The MINI brand demonstrated a shift in its brand philosophy from its fun, cheeky origins to the "#DefyLabels" Campaign which ran across multiple platforms starting on YouTube for the 2016 Olympics, amongst other events. Images E1–E4: Butler, Shine, Stern and Partners, "#DefyLabels" integrated campaign (2016) The campaign reflects MINI's mind-set: independent thinking, appreciation of design and individuality. E1: MINI presents short YouTube movies that share the stories of celebrities who have responded to the stigma of labelling and dared to forge their own path. In turn MINI asks people to share their stories and life experiences on social media. The profiled YouTube short movies included here: singer, T-Pain; soccer player, Abby Wombach; tennis star, Serena Williams; baseball pitcher, Randy Johnson. 4.1 4.1.1 Define brand philosophy. (1) 4.1.2 Interpret MINI's brand philosophy as seen in the images for the "#DefyLabels" campaign. (1) 4.2 4.2.1 What does visual merchandising entail? (1) IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 8 of 24 4.2.2 How is MINI's visual merchandising non-traditional? (2) 4.3 How does MINI engage with potential customers across any of the campaigns presented? (3) [8] 30 marks IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 9 of 24 SECTION B DESIGN IN CONTEXT – HISTORICAL QUESTION 5 Answer Question 5 in essay format. Three and a half pages is the suggested length of your essay, depending on your handwriting. Establish your viewpoint in the introduction and continue to address the question directly throughout your essay. Please underline the names of designers and designs. The essay will be assessed according to the following rubric: Facts Depth of factual discussion and reference to designers and 9 works that are pertinent to the answer Analysis Detailed discussion of TWO strategic works; ONE from 9 each movement Context Appropriate and contextual relevance to the argument 7 Terminology Relevant use and level of "design-speak" 3 Structure Logical flow of introduction, body, conclusion 2 Total marks: 30 Theme: Designs and people: reflecting societal values "Historians and archaeologists will one day discover that the (designs) of our time are the richest and most faithful reflections that any society ever made of its entire range of activities." –Marshall McLuhan [Source: <https://mcluhangalaxy.wordpress.com>] Discuss how designs from TWO movements from 1960 onwards are "rich and faithful reflections" of the values and lifestyle of the time in which they were created. In an essay on your selected pertinent design movements, analyse TWO designs, each by different designers from different movements, while focusing on the connection between the specific design examples and the particular context in which they were created. IEB Copyright © 2017 PLEASE TURN OVER

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Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 15 of 24 SECTION C DESIGN IN CONTEXT – CONTEMPORARY  Answer TWO questions from this section.  Do not repeat the same information in different answers.  Underline the names of designers and titles of designs.  Format all answers in paragraph format. The rubric is applicable to Questions 6.3, 7.3 and 8.3. Local Int Total N Names of designers 1 1 2 F Titles and brief description of works 1 1 2 V Discussion of works/Analysis of designs 3 3 6 R Relate these works to Ontological design 1 1 2 QUESTION 6 DESIGN IN AN ENVIRONMENTAL CONTEXT 6.1 Explain how Pre-cycling AND Product life-cycle are able to limit the effect designs have upon the environment. Your answer needs to demonstrate a clear understanding of the terminology and should be supported by means of appropriate design case studies. (4) IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 16 of 24 6.2 How are the concepts of Mutualism and Hybridisation similar in the context of environmental design? Your answer must refer to specific well- known design case studies to explain your answer. (4) IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 17 of 24 6.3 Ontological design is marked by its mindfulness of the environment.  Identify two designers, ONE local and ONE international, who exemplify the mindful living characteristic of Ontological design; (2)  Titles and descriptions of a significant work by each designer; (2)  An analysis of the designs; and (6)  A discussion of how your chosen designers can be called Ontological. (2) IEB Copyright © 2017 PLEASE TURN OVER

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Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 19 of 24 QUESTION 7 DESIGN IN A SOCIAL CONTEXT 7.1 Discuss the connection between the Human Right of Access to Housing and Social Regeneration. Substantiate your answer by referring to well- known design case studies. (4) 7.2 Explain why equitable access and transportation and urban mobility are critical areas in which contemporary designers engage. Provide a clear definition of both terms and reference specific well-known case studies in your answer. (4) IEB Copyright © 2017 PLEASE TURN OVER

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 20 of 24 7.3 A social media site is profiling designers who shape the world through their socially-conscious designs.  Identify two designers, one local and one international, who could be profiled; (2)  Refer to a work by each designer; (2)  Analyse these TWO designs, highlighting significant contributions to society; and (6)  Elaborate on their inclusion as Ontological designers. (2) IEB Copyright © 2017

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Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 22 of 24 QUESTION 8 DESIGN IN A CULTURAL CONTEXT 8.1 Explain how Revivalism supports designers in paying Homage through their designs. In your answer refer to specific well-known design case studies. (4) 8.2 Distinguish between the concepts of Vernacular and Archetypes. In your explanation, a clear understanding of the concepts must be evident and well-known design case studies should be used to further clarify your discussion. (4) IEB Copyright © 2017

Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE: DESIGN: PAPER I Page 23 of 24 8.3 Design is the screen on which our rapidly changing identity reflects. Discuss the work of TWO designers, one local and one international, whose designs reflect contemporary cultural identity.  Names of designers (2)  Titles and brief description of works (2)  Discussion of works (6)  Explanation of Ontological characteristics. (2) IEB Copyright © 2017 PLEASE TURN OVER

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