DESIGN PRINCIPLES - TASK 1
7/2/2023-21/2/2023 (Week 01-03)
Chan Suet Yee 0358427
Bachelor of Design (Honours) in Creative Media
Design Principles | GCD60804 | Section 01
Task 01 Exploration
LIST
TABLE OF CONTENTS:
1.4 FEEDBACK
LECTURES
LECTURE 00 - INTRODUCTION
- Elements of design
- Principles of design
ELEMENTS OF DESIGN
Points
- Can be :
- Active / static
- Agressive / passive
- Sensual / mechanical
- Indicate directions
- Imply volume / solid masses
- Suggest motion / emotion
- Can form textures & patterns
Fig 1.1 Example of line
Shape
- Expanse within the outline of 2D/3D objects
- Formed when :
- Line encloses an area
- An apparent change in value
- 2 General category :
- Geometric
- Organic
Form
- A three dimensional area
- Volume is the encloses space
- Major element in sculpture & architecture
Fig 1.3 Example of form
Texture
- Tactile quality of surfaces
- Can be experienced through :
- Touching
- Visual
- 2 Category
- Actual
- Simulated
Fig 1.4 Example of texture
Space
- Area around, above, below or behind an object
- Occur in both two & three dimensions
- Positive (filled space)
- Negative (empty space)
Fig 1.5 Example of space
Colour
- Visual byproduct of the spectrum of light as it is transmitted through a transparent surface / absorbed and reflected off a surface
- A light wavelength that human eye received & processes from a reflected source
- Hue :
- Colour of the spectrum
- Value :
- Lightness / darkness
- White - tint
- Grey - tone
- Black - shade
- Intensity :
- Saturation - purity of hue
Fig 1.6 Example of Colour
LECTURE 01 - CONTRAST AND GESTALT THEORY
Contrast
- Juxtaposition of strongly dissimilar elements
- Without Contrast :
- Visual experience becomes monotonous
- Importance of contrast :
- Provides visual interest
- Emphasises points
- Expresses content
Gestalt theory
- Human brain wired for patterns, logic, structure.
- "Gestalt" means "shape" or "form" in German
- Gestalt principles :
- Rule describing how the eye perceives visuals
- Aim :
- Simplify complex scenes into simple shapes
- Explain perception of shapes as unified forms, not separate elements
Fig 1.8 Example of Gestalt theory
Principle of similarity
- Human eye sees similar elements as a whole, even when separated
- Brain links similar elements together
- Perception forms complete picture, shape or group
Fig 1.9 Example of principle of similarity
Principle of continuation
- Human eye tracks pattern, lines, curves in design
- Prefers continuous flow of visual elements over separated objects
- Favours connected visual flow for better perception
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Fig 2.0 Example of principle of continuation
Principle of closure
- Human eye prefers complete shapes
- Missing visual information filled in by brain
- Perception completes shapes for clarity
Fig 2.1 Example of principle of closure
Principle of proximity
- Group related design elements together
- Space apart unrelated items
- Close proximity signifies connection or relationship
- Creates visual unity and organisation in layout
Fig 2.2 Example of principle of proximity
Principle of figure/ ground
- Objects perceived as foreground or background
- Foreground :
- Stands out prominently (the figure)
- Background :
- Recedes into the back (the ground)
- Creates distinction between prominent and receding elements
Fig 2.3 Example of principle of figure/ground
Law of symmetry and order
- Symmetrical elements perceived as unified group
- Similar to law of similarity
- Symmetrical objects grouped together more than non symmetrical ones
- Highlights importance of symmetry in perception
Fig 2.4 Example of law of symmetry and order
LECTURE 02 - BALANCE AND EMPHASIS
Balance
- Distribution of visual weight in design
- Visual equilibrium creates balanced image
- Can be symmetrical or asymmetrical
- Symmetry and asymmetry play roles in achieving balance
Fig 2.5 Example of balance
Symmetrical Balance
- Equal "weight" on both sides of central fulcrum
- Bilateral balance :
- Equal arrangement on either side of central axis
- Radial balance :
- Elements arranged equally around central point
- Approximate symmetry :
- Equivalent but not identical forms around fulcrum line
Asymmetrical balance
- Unequal viral weight on each side
- Dominant element on one side, balanced by multiple lesser focal points on the other
- Creates dynamic, modern, energetic feel
- Offers visual but can be complex to achieve due to intricate element relationships
Golden ratio
- Golden ratio (Phi) :
- Mathematical concept (1.618033988749895...)
- Derived from Fibonacci sequence found in nature
- Perceived as representation of perfect beauty
- Used for visual balance in architecture, paintings
- Brings harmony, balance and structure to design work
- Increases appeal of design
Rule of thirds
- Composition guideline for dynamism in design, photography, film, painting
- Image divided into thirds horizontally and vertically
- Subject placed at intersection or along lines
- Creates balanced yet dynamic composition
Fig 2.9 Example of rule of thirds
Emphasis and dominance
- Creates dominance and focus in design
- Elements like colour, shapes or value used for emphasis
- Achieves dominance and directs attention
Fig 3.0 Example of emphasis
LECTURE 03 - REPETITION AND MOVEMENT
Repetition
- Makes design active
- Creates rhythm and pattern
- Variety essential for excitement and avoiding monotony
- Pattern enhances visual interest
Fig 3.1 Example of repetition
Movement
- Design guides eye through composition
- Motion in visual; image when objects appear to move
- Movement from shapes, forms, lines, curves used
Fig 3.2 Example of movement
Hierarchy
- Organising content to convey meaning
- Directs viewers to important information
- Identifies navigation through secondary content
- Communicates information effectively
Fig 3.3 Example of hierarchy
Alignment
- Elements placed to line up edges or bodies
- Creates unity and cohesion
- Enhances
- Overall aesthetic and perceived stability
- Guides viewer through design effectively
Fig 3.4 Example of alignment
LECTURE 04 - HARMONY AND UNITY
Harmony
- Relies on choosing elements with a shared trait
- Means all design elements fit together, whether in theme, style or mood
- Variety is essential to prevent harmony from becoming monotonous
Fig 3.5 Example of harmony
Unity
- Repetition of specific elements like colours, shapes or materials ties the design together
- Achieved through balanced composition, creating a sense of oneness and establishing a theme
- Unity and harmony, though similar, have distinct roles in design experience
Fig 3.6 Example of unity
Scale and proportion
- Scale pertains to the size of an object in comparison to other elements in a design
- Proportion relates to the size of different parts of the same object relative to each other
- Designers have historically utilised scale and proportion to represent or deviate from the ideal
Fig 3.7 Example of scale and proportion
Scale
- Refers to size and dimension of figures/ forms relative to a specific unit
- Determined by actual; measurement or visual comparison
- Applied in architectural drawings, scale models and specifying/ illustrating details
- Substantial deviation from normal scale can create dramatic visual interest in design/ composition.
Fig 3.8 Example of scale
Proportion
- Refers to the relationship between elements in a composition
- Compares elements based on size, color, quantity, etc.., like a ratio
- Harmony In proportion when correct relationship exists
- Effective use leads to harmony and unity in design
Fig 3.9 Example of proportion
LECTURE 05 - SYMBOL, WORD AND IMAGE
Symbol
- Representation of something else, per Cambridge Dictionary
- In design, symbols convey information like text or stories
- Serve as signs, shape, or objects with deeper meanings
Fig 4.0 Example of symbol
Pictorial symbol
- Resemble represented objects with fewer details
- Simplified representations with less intricate features
- Convey meaning while retaining simplicity in design
Fig 4.2 Example of abstract design
Arbitrary symbol
- No resemblance to represented objects or ideas
- Invented with constructed meanings
- Often based on geometric shapes and colours
- Learning requires to understand arbitrary symbols
Word and image
- Imagery :
- Crucial in both print and digital design
- Relates viewers/ users to concepts or brands
- Importance of using suitable and relevant images
- Typography :
- Design and arrangement of text to convey messages or concepts
- Pairing right words with imagery deepens design's meaning
- Typeface selection and type positioning create visual hierarchy and balance
Fig 4.4 Example of word and image
LECTURE 06 - VISUAL ANALYSIS
Visual analysis
- Focuses on visual elements and principles in design
- Describes and explain visual structure
- Recognises designer's choices and how design elements convey ideas
- Critical for visual literacy, aiding in interpreting images across various media
- Sharpens critical judgement skills and promotes active engagement with visual media
- Include 3 phrases :
- Phase 1 > Observation
- Phase 2 > Analysis
- Phase 3 > Interpretation
INSTRUCTIONS
TASK 1 | EXPLORATION
In this task. we need to explore different design principles and how they applied to actual artwork and design projects, with an emphasis on how it relate with the United Nations Sustainable Development Goals (UNSDG) that we decided to choose for our research.
My selection for the Sustainable Development Goal of the United Nations is goal 14 "life below water". Since the blue is the largest ecosystem on Earth, protecting it is the primary goal of this mission. Additionally, this goal aims to prevent or reduce ocean emergencies like plastic pollution, ocean acidification and coastal eutrophication.
Fig 1.1 Environmental protection poster by Yung Chia Tai
Tittle of art :
Environmental protection
Designer's name :
Yung Chia Tai
Year :
March 28th, 2019
Medium :
Poster
Size :
564px x 797px
Source Link :
I selected this poignant piece of art because, as the United Nations Sustainable Development Goal 14 : Life Below Water emphasises, it effectively captures the serious environmental problem of ocean pollution, particularly oil spills, and its negative effects on marine life. The graphics representation of a dolphin , a creature associated with grace and freedom, with its head engulfed in a thick layer of oil serves an alarming symbol of the human's actions cause to marine environments. The line goes with it, " Human may needs facial mask. But animals don't." emphasises how equally burdened wildlife is by environmental degradation brought on by humans. I want to bring attention to this artwork in order to highlight how important it is to adopt sustainable practices in a way to safeguard our oceans and the variety of life forms they support.
Design principles :
- Contrast
- The background using dark blue and light blue
- The upper bodies of dolphin is black (dark) and the lower bodies is white (bright)
- Emphasis
- The black area (darkest colour in the poster)
- The phrase " Humans may needs mask. But animals don't " ( catches viewer's eyes to read it and understand the meaning behind it)
- Unity
- Use of similar colour
- Balance
- Asymmetrical balance
- Word and image
- The imagery pairing with the right words convey the message of the poster effectively
FEEDBACK
SPECIFIC FEEDBACK :
Week 2
- No need to do visual analysis for this task, only states the design principles found in the design
- Need to mentioned the chosen UNSDG Goal in the reason I chose the artwork
- Overall good work
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