Design Principles : TASK 1 - Exploration
Angel Tan Xin Kei / 0356117
Design Principles GCD60804./ Bachelor of Design (Hons) in Creative Media
TASK 1 - Exploration
Index
Instruction
Figure 1.1 Module Information
Lectures
Topic 1 Contrast and Gestalt Theory
1. Contrast
- a juxtaposition of strongly dissimilar elements
- exists in furniture, book cover designs, photography, and architecture works ( buildings)
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| Figure 1.1.1 City Vs Central Park - Source |
2. Gestalt Theory
- The human brain is wired to see patterns, logic, and structure.
- “Gestalt” refers to “shape” or “form” in German
- rules that describe how the human eye perceives visual elements
- aim to show how complex scenes can be reduced to more simple shapes
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| Figure 1.1.2 Peter and The Wolf - Source |
3. Principle of Similarity
- The common perception of humans in design in the sense of the picture, shape group, and even those elements are separated
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The brain seems to craft a link between elements of a similar nature
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| Figure 1.1.3 Water and the Bottle - Source |
- The common perception of humans in design in the sense of the picture, shape group, and even those elements are separated
- The brain seems to craft a link between elements of a similar nature
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| Figure 1.1.4 Running out of Time - Source |
5. Principle of Closure
- The human eye prefers to see complete shapes. If the visual elements are incomplete, the user can perceive a complete shape by filling in missing visual information.
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| Figure 1.1.5 Cat - Link |
- The process of ensuring related design elements are placed together. Any unrelated items, should be spaced apart. Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organise or structure a layout.
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| Figure 1.1.6 Burger King-Interzone - Link |
- Objects are instinctively perceived as being either in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground).
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| Figure 1.1.7 Look Back 15' - Link |
8. Law of Symmetry and Order
- elements that are symmetrical to each other tend to be perceived as a unified group
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| Figure 1.1. 8 KLCC - Link |
Topic 2: Emphasis and Balance
1. Balance
- the distribution of visual weight in the work of design.
- visual equilibrium of the elements that cause the total image to appear balanced.
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Symmetrical Balance: Equal arrangement of elements on either side
of the central axis (horizontal or vertical)
Asymmetrical Balance: Unequal visual weight on each side of the composition.
One side of the composition might contain a dominant element, which could be balanced by a couple or fewer focal points on the other side.
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| Figure 2.1 Asymmetrical & Symmetrical Balance Composition by Hikari Suita-Link |
2. Emphasis
- Emphasis is used to create dominance and focus in a design work
- Various elements can be used to create emphasis, such as color, shapes, or value, to achieve dominance
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| Figure 2.2 Girl Looking Up- Link |
3. The Golden Ratio
- phi, a mathematical concept and a number that goes on indefinitely (1.618033988749895...).
- representative of perfect beauty, a guide to creating visual balance
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| Figure 2.3 Ridge Light Ranch by Fibonacci -Artwork |
4. Rule of Thirds
- composition guideline to create more dynamism in a work of design/photography/film/painting
- is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.
Figure 2.4 Flower Shot by Photography Talk - Pinterest
Topic 3: Repetition and Movement
1. Repetition
- repetition of elements of design creates rhythm and pattern within the work
- Variety is essential to keep rhythms exciting and active and to avoid monotony.
- increases visual excitement by enriching surface interest
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| Figure 3.1 The Joy of Repetition - Behance |
2. Movement
- design leads the eye through the path the eye follows
- objects seem to be moving in a visual image
- visual image comes from the kinds of shapes, forms, lines, and curves
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| Figure 3.2 Aboriginal Artwork by Raelene Stevens-Link |
3. Hierarchy
- choreography of content in a composition to communicate information and convey meaning
- directs viewers important information and identifies content navigation
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| Figure 3.3 Disinformation' exhibition by Gerhard van Vynk-Link |
4. Alignment
- edges line up along common rows or columns, or their bodies along a common centre
- creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability
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| Figure 3.4 Friedliche Balance von Marco Antonio Aguilar - Link |
1. Harmony
- selection of elements that share common traits
- monotony without variety in the same theme, aesthetic style, or mood.
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| Figure 4.1Poisonous Land - Link |
2. Unity
- repetition of elements either colors, shapes, or materials gives a sense of oneness
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| Figure 4.2 Union: Monica Stewart - Pinterest |
3. Scale
- size of one object with the other objects
- can be measured: Actual measurement or Visual estimates based on comparison
- scale is used to specify or illustrate details based on the relative sizes of objects in architecture fields
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| Figure 4.3 Vision of Circles - Pinterest |
4. Proportion
- the relationship of two or more elements in a composition and how they compare to one another concerning size, color, quantity, degree, setting
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| Figure 4.4 On Top of the World - Link |
Topic 5: Symbol, Word, and Image
1. Symbol
- a sign, shape, or object that is used to convey information, equivalent to one or more sentences of text, or even a whole story
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| Figure 5.1 Sound Wave Glyph Icons - link |
2. Word and Image
- imagery is vital for users and viewers can relate to a concept or a brand if the right images
- 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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| Figure 5.2 The Elephant in the Room - Designet.com |
Topic 6: Visual
Analysis
1.
Definition of Visual
Analysis
- a description and explanation of the visual structure
- to better understand how the formal properties of a design communicate ideas, content, or meaning.
- a critical part of visual literacy, a skill that reads and critically interprets images, whether in a museum, on social media, in entertainment, advertising, or the news.
2. How does it work?
- Phase 1: Observation
- about looking, thinking, and finding good language to communicate what you notice.
- Phase 2: Analysis
- makes statements based on the evidence of observations
- how the specific visual elements that’ve been identified combine to create design principles that complete that work of design/art, and the effects on the viewer.
- Phase 3: Interpretation
- In this final phase, your observations, description, and analysis of the work is fused with facts about the design work (and in some cases the designer) and historical
- context that you find in trustworthy published sources
Exploration
1. Research
After conducting the research on the 17 sustainable development goals,
I will be mainly focusing on
Sustainable Development Goal 3, "Good Health and Well-being" The reason is that Malaysia has been prevalent with multiracial
cuisine which resulted in the main factor for well-being. My aim is to
raise awareness about this connection and emphasize the importance of
making informed food choices to promote better health in the
community. In addition, global diseases such as influenza and COVID-19
have emerged extensively, leading to fatalities in regions where
medical advancements are lacking. For instance, my grandma has asthma
and is easily short of breath due to the aftermath of Influenza.This
underscores the critical importance of prioritizing health and medical
progress to enhance global well-being.
(UNSDG) Selected: Goal 3 - Good Health and Well-being
Ensure healthy lives and promote well-being for all at all ages
Figure 6.1 Source: Link
Title: Influenza - Nature Outlook
Artist: Antoine Doré
Year: 2019
Size: Not applicable
Medium: Behance and Pinterest
The reason why I choose this artwork:
I selected this piece of artwork because it draws inspiration from
real-life efforts to combat influenza. The piece is a tribute work of
Rick Bright, a technician at the US Center for Disease Control in
Atlanta. Bright pioneered a project involving the development of
antiviral drugs for influenza and a unique system to track real-time
influenza cases through social media. This innovative approach allows
for the prediction of cases and the implementation of effective
distancing measures for both infected and non-infectious individuals.
The artwork fascinates me as it portrays doctors as frontline warriors,
actively fighting against bacteria. Despite being a relatively rare
occurrence, the artwork captures the significance of their role in
safeguarding human health and emphasizes the importance of advancements
in medical technology.
Design Principles used:
1. Contrast and Gesalt Theory
2. Movement
3. Emphasis
4. Scale and Proportion
Further Reading
Principle of Proximity:
Definition: Grouping related elements close to each other creates a
visual connection.
Purpose: Organizes information, establishes relationships, and
provides structure to a layout.
Key Takeaways:
- Proximity helps guide the viewer's eye.
- Effective use of proximity enhances overall layout coherence.
- Creating visual relationships between elements improves communication.
- White space can be strategically utilized to enhance proximity.
Pure Magazine
by Patrycja Dulnik
5th Edition (2013)
In this magazine illustration, it aimed to demonstrate the effective
grouping of images in page layout. It also showed designers often
scatter images within the text, disrupting the reading flow. Reiterate
the importance of the proximity principle for grouping and
distinguishing images and text.
Feedback
Week 2
Mr. Zeon commented that my selection was fine and apparently
aligns with SDG 3, promoting global well-being through innovative
healthcare solutions. However, it would be better if my principle
design listed distinctively with the 150-word explanation.
Week 3
Mr. Zeon suggested that it would be better if all the pictures'
credits were input with source links easier for further
reference.
Reflection
Experience
In my design principles class, the learning journey was marked by learning
through lecture recordings which Ms Yip explaining the elements and
principles of design whereas in practical class,Mr Zeon gave us time on
doing the tasks, showcased homework and received comments. Engaging in
various design principles notes and findings allowed me to put theoretical
knowledge into practice, fostering a deep understanding of how design
principles influence the visual appeal of a product or an artwork. Through
the experience gained, I made design decisions, and honed my skills,
creating a bridge between theoretical concepts and real-world seeing and
understanding.
Observation
After learning the design principles, I managed to go through keen
observation and heightened sensitivity to the sense of design elements.
The class emphasized the importance of paying attention to details,
understanding the impact of color, patterns, balance, emphasis and
typography. Analyzing existing designs and critically observing how they
adhere from established principles provided valuable insights. The
observational aspect of the class not only refined my eye for design but
also give me a habit of continuously learning from the visual world around
me whenever I see some design artwork like advertisement in malls or
artworks in museum gallery.
Findings
The findings from the design principles class into a comprehensive
understanding of the principles that gouide me into better design.
Uncovering patterns, recognizing the role of hierarchy in communication,
and interplay of elements all contributed to a toolbox of design
knowledge. These findings extend beyond theoretical comprehension, the
slides provided some links to read and references which are very good to
equip me with the ability to articulate and apply these findings, offering
a solid foundation for future design endeavors.
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