Design Principles - Task 1: Exploration

 Design Principles - Task 1: Exploration

- February 09, 2024

6/2/2024 - 20/2/2024 (Week 1 - Week 3)

FANG YAOYUE/ 0372006

Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University 

Task 1: Exploration

This is the Module Information Booklet for this module:

2. INTRODUCTION TO DESIGN PRINCIPLES

Lecture Notes:

INTRODUCTION:

Visual communication involves using design to convey purposeful messages to a target audience, requiring thorough planning and execution, and understanding and applying design elements and principles is crucial.

Elements of Design: Point, Line, Shape, Form, Texture, Space, Colour

Principles of Design: Contrast, Balance, Emphasis, Rules of Third, Repetition/Pattern/Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity, Proportion

Recap the design principles listed below:

• Gestalt theory 

• Contrast 

• Emphasis 

• Balance 

• Repetition 

• Movement 

• Harmony & Unity 

• Symbol 

• Word and Image 

1. GESTALT THEORY

"Gestalt" means "shape" or "form" in German. The human brain perceives patterns, logic, and structure through Gestalt principles, which describe how the eye perceives visual elements and how complex scenes can be simplified. There are over 7 principles: similarity, continuation, closure, proximity, figure/ground, symmetry & order (also called prägnanz), and common fate.

This theory describe how the human eye perceives visual elements. It aim to give ways to reduce complex scenes to more simple scene.

Principle of Similarity: A "link" will be crafted between elements of a similiar nature.

Principle of Continuation: A continous flow of visual will be created by using paths, lines and curves.

Principle of Closure: As human eye prefers complete shapes, a complete shape can be perceived by filling in missing visual information.

Principle of Proximity: Related design elements can be placed together to indicate relationship.

Principle of Figure/Ground: Obejcts are instinctively perceived as being either in the foreground or the background.

Law of Symmetry & Order: Symmetric elements are tend to be perceived as a unified group.

Fig. 2.1 Examples of Gestalt Design

Fig. 2.2 Examples of Gestalt Design

2. Contrast

Contrast is the juxtaposition of strongly dissimilar elements.

Contrast provides visual interest, emphasise a point and express content.

Fig. 2.3 Example #1 of Contrast

Fig. 2.4 Example #2 of Contrast

3. Emphasis

Emphasis is used to create dominance and focus.

Colour, shape and value can be used to achieve dominance.

Fig. 2.6 Example #1 of Emphasis 

[untitled] (2010)

Artist: Patrick Winfield

Fig. 2.7 Example #2 of Emphasis

Ways of Achieving Emphasis in Writing and in Speech

4. Balance

Balance is the distribution of visual weight in a design work. Visual equilibrium causes the appearence of balance.

Symmetrical Balance: Equal "weight" in equal sides of a centrally placed fulcrum.

Asymmetrical Balance: Unequal visual weight on each sides. One side shows dominant element and balanced by another sides with lesser focal point.

Fig. 2.9 Example #1 of  Balance

FeedPuzzle

Fig. 2.10 Example #2 of Balance

Building Architecture Modern

5. Repetition

Repetition creates rhythm and pattern in a design work which enriching surface interest.

Variety is vital to avoid monotony while repetition is used in a design work.

Repetition in design creates rhythm and pattern, making a work appear active. This repetition can be accomplished by using the same design elements in your design, such as colours, fonts, lines, forms, sizes, and texture. 

Fig. 2.12 Example #1 of  Repetition drum

Fig. 2.13 Example #2 of  Repetition

Vital magazine combines a bold colour palette with fun illustration to redefine accountancy

6. Movement

Movement leads the eye in, around, and through a composition.

Movement can be created by using shapes, forms, lines, and curves. 

Movement or motion in a visual image refers to how a design leads the eye in, around, and through a composition—the path the eye follows. The appearance of the objects moving is due to the use of shapes, forms, lines, and curves.

Fig. 2.14 Example #1 of Movement.

Fig. 2.15 Example #2 of Movement.

7. Harmony & Unity

Harmony is the sense that elements in a design work fit together in terms of theme, aesthetic style or mood.

Unity is the sense of oneness when the repeated elements in a design work are balanced to pull the look together.

Scale is the size of one object in relation to the other objects.

Scale can be determined in two ways: Actual measurement & visual estimates based on comparison. 

Proportion is the relationship of two or more elements in a composition by adjusting size, colour, quantity, degree, setting, ratio, etc.

Fig. 2.16 Example #1 of Harmony and Unity.

Rural landscape

Fig. 2.17 Example #2 of Harmony and Unity.

8. Symbol

Symbol is a sign, shape, or object that is used to present something else.

Symbol can be used to convey information.

Pictorial symbols: Image-related and simplified pictures.

Abstract symbols: Can look like the objects that they represent but have less details

Arbitrary symbols: Often based on geometric shapes and colours, are invented with meaning constructed, and we must learn them to represent objects or ideas.

Fig. 2.18 Examples of  Pictorial Symbols

Fig. 2.19 Examples of  Pictorial Symbols

9. Word and Image

Suitable and relevant image is important to relate to a concept and a brand.

Right word would deepeen the meaning of the design.

Fig. 2.20 Examples of Word and Image

Embed the scene in the text

Fig. 2.21 Examples of Word and Image

CubeFarm Font (Chinese) - TzuYuan Yin

Life Below Water

-The UNSDG Goal 14 "Life Below Water" focuses on conserving and sustainably using the oceans, seas, and marine resources for sustainable evelopment.

Water is closely related to human life, the ocean is the most precious treasure on the earth, in today's society, a lot of pollution into the sea, how should human beings protect? The poster might remind people that it's time to act.

4. Our marine life is suffering globally

Fig. 2.22 Our marine life is suffering globally

Artist: Save Earth Gallery group

Published: December 19th 2019

Medium: Digital

Tools: Photoshop

The image appears to be a poster for an exhibition or event related to environmental protection and art. The title "SAVE EARTH GALLERY" indicates that the theme of the exhibition is related to protecting the earth and the environment. The words "FESTIVELY CONCERN ANALYTIC" and "LITERARY CONCERNS FOR ONE" in the text may imply that the exhibition is not only concerned with environmental issues, but also involves the analysis and expression of literature and art. As a whole, this image may be intended to arouse people's attention and thinking about the protection of the earth's environment through the form of art and literature. Specific visual elements and design styles may further reinforce this theme.

The whole picture is full and full of ironic meaning, which I think is an extreme contrast, which is why I like this poster. I will continue to study such posters in the future and continue to publicize the protection of the ocean.

FEEDBACK

week1

This is the first week that I have a general understanding of the course content and homework of this semester. I find it very interesting and full of expectations.

week2

This week we need to list all the design principles and expressions, and find one or two works, and show them.