Design Principles / Task 1
6.2.2024 - 23.2.2024 / Week 1 - Week 3
Bong Sue Zhiun / 0366866
Design Principles / Bachelor of Design ( Hons ) in Creative Media
Task 1 : Exploration
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TABLE OF CONTENTS
1. Instructions
2. Lecture
3. Task
4. Feedback
INSTRUCTIONS
LECTURE
Design Principles
1. Gestalt theory
- Rules that describe how the human eye perceives visual elements.
- To show how complex scenes can be reduced to more simple shapes.
- Explain how the eyes perceive the shapes as a single, united form rather than separate simpler elements involved.
- To show how complex scenes can be reduced to more simple shapes.
- Explain how the eyes perceive the shapes as a single, united form rather than separate simpler elements involved.
There are 6 principles of gestalt theory:
- Similarity ( Human eye tends to perceive similar elements as a complete picture, shape, or group)
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| Fig.1.1. Similarity , Week 1 , 6.2.2024 |
- Continuation ( Human eye follows the path, lines, and curves of a design and prefer to see a continuous flow of visual elements)
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| Fig.1.2. Continuation , Week 1 , 6.2.2024 |
- Closure ( Human eye prefer to see complete shapes )
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| Fig.1.3. Closure , Week 1 , 6.2.2024 |
- Proximity ( Related design elements are placed together. It is most often used in UX design in order to get users to group certain things together without the use of things like hard borders. )
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| Fig.1.4. Proximity , Week 1 , 6.2.2024 |
- Figure / Ground ( Objects are instinctively perceived as being either in the foreground or the background )
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| Fig.1.5. Figure / Ground, Week 1 , 6.2.2024 |
- Law of symmetry & order ( Elements that are symmetrical to each other tend to be perceived as a unified group )
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| Fig.1.6. Law of symmetry & order , Week 1 , 6.2.2024 |
2. Contrast
- The juxtaposition of strongly dissimilar elements.
- Without contrast, visual experience would be monotonous.
- Provide visual interest, emphasise a point and express content.
Below are some examples of contrast :
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| Fig.1.7. Contrast , Week 1, 6.2.2024 |
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| Fig.1.8. Contrast in art , Week 1, 6.2.2024 |
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| Fig.1.9. Contrast in Architectural design , Week 1, 6.2.2024 |
3. Emphasis
- Used to create dominance and focus in a design work.
- Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.
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| Fig.1.10. Emphasis , Week 1, 6.2.2024 |
4. Balance
- The distribution of visual weight in a work of design.
- It is the visual equilibrium of the elements that causes the total image to appear balanced.
- It can be symmetrical or asymmetrical.
- Symmetrical balance
- The equal arrangement of elements on either side of the central axis ( horizontal or vertical ) resulting in bilateral balance.
- Radial balance ( arranging elements equally around a central point )
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| Fig.1.12. Radial balance , Week 1, 6.2.2024 |
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| Fig.1.13. Example of Radial balance , Week 1, 6.2.2024 |
- Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
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- Asymmetrical balance
- One side of the composition might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side.
- More dynamic and interesting. It evokes feelings of modernism, movement, energy and vitality.
- Offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex.
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| Fig.1.15. Asymmetrical balance, Week 1, 6.2.2024 |
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| Fig.1.16. Example of Asymmetrical balance , Week 1, 6.2.2024 |
- The golden ratio ( phi )
- It is a mathematical concept and a number that goes on indefinitely ( 1.61803398874985... ).
- Perceived as the representative of perfect beauty.
- A guide to create visual balance in architecture and paintings.
- For designers, illustrators or digital artists, it can be used to bring harmony, balance and structure to one's work. It can also increase the appeal of a design work.
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| Fig.1.17. Golden ratio , Week 1, 6.2.2024 |
- Rule of thirds
- An image is divided evenly into thirds, both horizontally and vertically, and the subject of image is placed at the intersection of those dividing lines, or along one of the lines itself.
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| Fig.1.18. Rule of thirds , Week 1, 6.2.2024 |
5. Repetition
- Make a work of design seem active.
- Creates rhythm & pattern within the work.
- Variety ( a change in elements in composition, can involve varying angles, exposure, composition, etc ) is essential to keep rhythms exciting and active, to avoid monotony.
- Pattern increases visual excitement by enriching surface interest.
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Fig.1.19. Repetition , Week 2, 13.2.2024 |
6. Movement
- The way a design leads the eye in, around, and through a composition - the path the eye follows.
- Motion or movement in a visual image occurs when objects seem to be moving in a visual image.
- Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.
Below are some examples of movement :
- Hierarchy
- The choreography of content in a composition to communicate information and convey meaning.
- Visual hierarchy directs viewers to the most important information first, and identifies navigation through secondary content.
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| Fig.1.22. Hierarchy , Week 2, 13.2.2024 |
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| Fig.1.23. Hierarchy , Week 2, 13.2.2024 |
- Alignment
- Creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.
- A powerful means of leading a person through a design.
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| Fig.1.24. Alignment , Week 2, 13.2.2024 |
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| Fig.1.25. Alignment , Week 2, 13.2.2024 |
7. Harmony & Unity
- Harmony
- Becomes monotony without variety.
- It is the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.
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| Fig.1.27. Harmony , Week 2, 13.2.2024 |
- Unity
- Refers to the repetition of particular elements throughout your design — whether they’re colors, shapes or materials — to pull the look together.
- Occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
- Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.
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| Fig.1.28. Unity , Week 2, 13.2.2024 |
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| Fig.1.29. Unity , Week 2, 13.2.2024 |
Scale & proportion
- Scale & proportion are both design elements that have to do with size.
- Scale
- It is used to specify or illustrate details based on the relative sizes of objects.
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- Proportion
- It is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
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8. Symbol
- A sign, shape, or object that is used to represent something else (Cambridge Dictionary, 2020).
- In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story (Eco, 1976 & Pettersson, 2015).
- Pictorial symbols
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| Fig.1.32. Pictorial Symbol , Week 2, 13.2.2024 |
- Abstract symbols
- Can look like the objects that they represent but have less details.
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| Fig.1.33. Abstract Symbol , Week 2, 13.2.2024 |
- Arbitrary symbols
- The symbol is invented with the meaning constructed. Many are based on geometric shapes and colours.
- We have to learn arbitrary symbols.
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| Fig.1.34. Arbitrary Symbol , Week 2, 13.2.2024 |
9. Word & Image
- Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing.
- Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.
- Typography is the design and arrangement of text to convey a message or concept.
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TASK
Task 1 : Exploration
In this task, we have to pick and briefly describe one goal from the United Nations' Sustainable Development Goals (UNSDG) and therefore select an existing design work that revolves around the chosen goal. Lastly, explain why we chose that design in relation to the UNSDG goal and list the design principles that observed in that design.
Selected UNSDG goal
The UNSDG goal that I have selected is goal no. 5, gender equality. This goal is about making sure everyone, regardless of whether they're a man or a woman, has the same chances in life. It is about stopping sex discrimination and violence against women and girls, providing equal opportunity for education, healthcare, and employment, and allowing women to participate in important choices. The goal is to create a world in which gender doesn't impact your opportunities or treatment.
Selected Design
Below is an illustration that I have chosen for this task.
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Title: Pink Tape
Artist: John Holcroft
Year: -
Medium: Digital
Size:-
Explanation for selecting the work / design
The illustration shows women being restricted by societal expectations, whereas men are portrayed as being dominant in their careers, this is why I selected it in relation to UNSDG no. 5, which focuses on achieving gender equality. It demonstrates how society frequently perceives men as more capable and successful professionally, leaving women feeling confined and held back. The pink ribbon represents the limits that women face, making it harder for them to break free and succeed in their occupations. This illustration encourages us to be aware of and address the gender inequality that exists in society, with the goal of creating a future in which everyone, regardless of gender, has an equal opportunity to succeed.
( 115 words )
Design Principle that observed in this illustration
- Emphasis ( pink ribbon )
- Contrast ( between the pink ribbon & the blue sky )
- Balance ( symmetrical balance )
- Repetition ( white clouds )
- Movement ( The swirling pink ribbon & the individuals in flight )
- Harmony & Unity ( The individuals, ribbons, sky all work together harmoniously )
FEEDBACK
Week 2
Specific feedback : Ensure that my PDF instructions are readily accessible to readers. Eliminate all images sourced from the lecture slides in my recap of lecture notes. Instead, seek out visuals independently, and include the source links. This practice enhances my ability to apply my knowledge effectively.
Week 3
Specific feedback : My overall images are applied to each design principle. Ms. Yip recommended incorporating chiaroscuro and tenebrism to further exemplify the design principle of contrast. The artwork I picked matches the goal I chose. Additionally, Ms. Yip advised that some content in my explanation could be repurposed for the interpretation part of Task 2. She also suggested integrating the concept of red tape into the analysis.
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