Design Principles / Task 1 / Exploration
13.2.2024 - 22.2.2024 (Week 2 - Week 3)
Elysa Wee Qi En / 0355060 /
Bachelor of Design (Hons) in Creative Media / Taylor's University
Design
Principles
Task 1 / Exploration
LECTURES
Introduction / Introduction: Elements & Principles of Design
- A design can help inform us of the product (e.g. shows, movies, items,
buildings)
- A design must be well thought-out and executed to properly
and effectively communicate to the audience.
Elements of Design:
- Point: The first element of design.
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Line: Created by repetitive points. Can indicate directions, suggest motion or
volume, or
form patterns and/or textures - Shape: Becomes visible when a line(s) enclose an area. A 2D area.
- Form: A 3D area. When form encloses space. the space is 'volume'. Must be implied in 2D media.
- Texture: The visual representation of tactile qualities. Can be actual or simulated.
- Space: Never be afraid of space.
- In architecture, from outside, space is experienced as mass. From the inside, it is volume.
- In graphic design, space refers to the area that a shape or form occupies. There is positive space (filled space) and negative space (empty space). Depth can imply 3D space, but overlapping images, varying sizes, placement, and perspective.
- Colour: Split into three variables:
- Hue: colours of the specture (e.g. red, green, yellow)
- Value: the lightness or darkness of the colour from white to black. Adding white to a hue produces a tint. Adding grey results in a tone, and adding black results in a shade.
- Intensity: a.k.a. saturation or chroma. The higher the saturation, the higher the strength of the colour.
- Colour schemes are groups of colours that are harmonious.
- Monochromatic - same hue, based on variations in value and intensity
- Analogous - colours that are adjacent on the colour wheel, contain the same pure hue
- Complementary - hues that are directly opposite on the colour wheel
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| Fig. 1.1. Changing value of colours |
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| Fig. 1.2. Changing saturation of colours |
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| Fig. 1.3. Colour wheel |
Principles of Design:
Contrast - balance - emphasis - Rule of
Thirds - repetition/pattern/rhythm - movement - hierarchy - alignment -
harmony - unity - proportion
Topic 1 / Contrast & Gestalt Theory
Contrast
- The juxtaposition between strongly dissimilar elements
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Can help to provide visual interest, emphasise a point, or express content
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Without contrast, design would be monotonous
Gestalt Theory
- 'Gestalt' means 'shape' or 'form' in German.
- The human brain
is wired to see patterns, logic and structure.
- The Gestalt
principles are rules about how the human eye perceives visual elements. They
say that complex scenes can be reduced to simple shapes, and that the eyes
perceive shapes as one united form rather than all the elements
individually.
- Principle of Similarity - Similar elements are often subconsciously grouped together even when placed separately.
- Continuation - A continuous flow of elements is preferred over separated objects, as the human eye will follow the paths, lines and curves of a design.
- Closure - Complete shapes are preferred by the human eye, and incomplete shapes will be naturally filled in when perceived.
- Proximity - The process of placing related design elements together. Unrelated items should be placed apart. This helps organise and provide structure to a layout.
- Figure/Ground - Objects can be instinctively perceived as in the foreground or background, standing out in the front (the figure) or the back (the ground). Basically two images in one, like one of those 'what do you see' tests.
- Symmetry/Order - Symmetrical objects tend to be perceived as a unified group and are more likely to be grouped together.
Other principles that can be read on are the laws of uniform/connectedness, praganz, and common fate.
Topic 2 / Emphasis and Balance
Balance
- The distribution of visual weight in a design
- Can be symmetrical or asymmetrical
Symmetrical balance:
- Equal weight on equal sides of a centrally placed fulcrum
- Balance on the horizontal or vertical axis = bilateral balance
- Balance around a central point = radial balance
- Looks symmetrical but isn't exact = approximate symmetry
Asymmetrical balance:
- Unequal weight on each side of the composition
- One side may have a large element, and the other side balances it out with many smaller elements
- Provides more visual variety and is more dynamic
The Golden Ratio
- Used as a guide to create visual balance
- Appears in nature and is seen as a representative of perfect beauty
- Can be used to bring harmony, balance and structure to a work
Rule of Thirds
- A guide for composition
- The image is divided into 9 squares. The subject is placed at one of the intersections/points created or along one of the lines.
Emphasis
- Used to create dominance and focus
- Colour, shapes, value etc. can be used to create emphasis
Topic 3 / Repetition & Movement
Repetition
- Helps a work seem active and creates rhythm and pattern
- Add variety to avoid monotony
- Pattern enhances visual excitement by increasing surface interest
- You can add movement by changing which directions elements are facing etc. This is part of variety.
Movement
- How the design leads the eye in, around and through a composition.
- Can be used to guide the eye to look at visuals or read information
- Shapes, forms, lines and curves can all affect movement
- You can create movement by changing size, direction etc. of elements as well
- You can use movement to invoke or imply emotions or experiences
Hierarchy
- The choreography of content in a composition
- Used to communicate information and convey meaning
- Guides viewers to look at the most important information first and then navigate through the rest of the content
- Control the importance of content by changing size, colour etc. and creating emphasis
Alignment
- The way edges line up along rows or columns
- Creates unity and cohesion in the design, which contributes to aesthetic and perceived stability
- Can be used to lead a person through a design
Topic 4 / Harmony & Unity
Harmony
- Elements that share common trait(s)
- Is monotonous without variety
- All elements fitting the same theme, aesthetic, style and/or mood
Unity
- The repetition of particular elements (like colours, shapes, materials etc.) to unite the look
- Happens when elements create a theme, and there is oneness in the design
- Unity and harmony play different roles in how we experience design, even though they sound similar
Scale & Proportion
- Related to size
Scale: the size of one object in relation to the other objects
- Can be determined through actual measurement or visual estimates based on comparison
- Drastic changes in the scale of an object compared to its real-life/standard/expected scale can cause visual interest in a design
Proportion: the elements of an object in relation to the other parts in the same object
- Can compare size, colour, quantity, degree, setting etc.
- Can be used to create emphasis and hierarchy in the design
Topic 5 / Symbol, Word & Image
Symbol
- Nowadays symbolises a brand, icon
- Can be used to remind us of etiquettes and ways
- A sign, shape or object that is used to represent something
- In design, can be used to convey information by 'shortening' it down
Pictorial symbols: Image-related and/or simplified pictures - can be used for education
Abstract symbols: Less detailed objects - used for washroom signs, call buttons, brand logos etc.
Arbitrary symbols: Share no resemblance with the object they represent, usually made with geometric shapes and colours, something to be learnt. Based on meaning. - E.g. 'red plus' for medical, warning sign, brand logos etc.
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| Fig. 1.4. Types of symbols |
Word & Image
- Imagery is important in design. Choosing the right (i.e. suitable and relevant) imagery can help viewers relate to a concept or brand.
- Choosing the right words to pair with the imagery is also important. It helps deepen the meaning of the design.
- Visual hierarchy and balance can be achieved with a suitable typeface and strategic positioning of text
INSTRUCTIONS
Fig. 2. Module Information Booklet
Task 1: Exploration
For this assignment, we were required to choose one of the Sustainable Development Goals (SDG) by the United Nations and find an artwork that is about the goal we have chosen. After, we had to explain our reasons for choosing the design and the design principles that we observed are present.
The design principles include:
- Gestalt Theory: principles about how people perceive visual elements
- Contrast: The (usually stark) difference between two or more elements
- Emphasis: Having an element/object stand out among the design
- Balance: How the visual weight around the design is even
- Repetition: Repeating a common element can help create emphasis, harmony etc.
- Movement: Can be added by changing lines, curves, shapes, colours etc., helps with adding visual excitement
- Harmony & Unity: How all the elements in the design fall together and compliment each other
- Symbol: Simplified images or icons that can imply a message or information without text
- Word and Image: Using complementary and suitable typography and images can help them improve the effect of each other
I have decided to go with SDG 11: Sustainable Cities and Communities. Specifically, I have decided to focus on the sub-goal of Disaster Risk Prevention. Below is the artwork I have chosen:
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Fig. 3. |
This artwork depicts what appears to be a flooded neighbourhood. Despite the houses not being fully drawn, the roofs are familiar to us, and our minds follow the Gestalt Theory of closure and complete the image themselves. The houses are similar and repetitious, following the layout of a normal neighbourhood, adding realism and familiarity. The light beige colour blocks the bottom halves of the houses, and that negative space is implied to be water, following the Gestalt Theory of figure/ground. There is also symmetry seen in the reflections of some trees in the water. There is no movement implied in this artwork, as the water is all a solid colour excluding the shadows, and coupled with the fact that there are no humans or animals in the area, the scene almost feels eerily peaceful. The contrast between the colours is sharp - there is little shading in the artwork, yet the houses are quite detailed.
(155 words)
FEEDBACK
Week 2
Specific Feedback:
- Focus more on the roles of the design principles in the artwork
- Structure the paragraph better
- To recap the design principles, write based on your own understanding based on the lectures. Don't just copy what someone else says, but write your own interpretations and even add some sketches maybe
Week 3
General Feedback:
- Design principles is about looking at what is not there, and what it implies
Week 4
Specific Feedback:
- Can think about using Genshin characters' design elements in Task 3 final
(maybe use Kaveh since I'm doing Sustainable Cities & Communities?)
REFLECTIONS
Experience
Looking for an artwork for this task was actually an easy process for me. I saw this artwork quite early on into my search and quickly took a liking to it. Maybe it's because of art style and the way the artwork looks, but something about it stuck with me and I decided it was acceptable for the assignment. Determining some of the design principles present in the artwork wasn't too difficult either after understanding them all.
Observations
The artwork I chose is a simple work, and quite a simple concept, but it shows that even such simple art can leave an impression on the viewer/audience. Sometimes less can be more. I guess it depends on what message you're trying to deliver, what feelings you're trying to go for/evoke in the viewer, or what feelings you're trying to portray, and that all determines what means you should use to achieve these goals.
Findings
There are many design principles, and there can be many present in just one design. They work together to create a design that appeals to an audience or a viewer, and they might even be incorporated unintentionally, maybe because humans already do enjoy these concepts, so an artist may subconsciously include principles they did not even consider during the planning phase.
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