Design Principles - Task 1
5.2.2024 -20.2.2024 /Week 1-Week 3
Low Li Vern/ 0362678
Design Principles / Bachelor of Design (Honours) in Creative Media
Task 1
Design Principles / Bachelor of Design (Honours) in Creative Media
Task 1
LECTURES
Introduction: Elements & Principles of Design
1. Point
- A point or dot is the simplest element of design, used as
repetitive mark forms a line.
- As the point moves in space, other two- and three-dimensional
figures and forms are created.
2. Line
- Lines can be active or static, aggressive or passive, sensual or
mechanical.
3. Shape
- Two general category of shapes - geometric (circles, squares,
triangles) & organic (Irregular).
4. Form
- A three-dimensional area is called a form. When form encloses
space, the space is called volume.
- With two-dimensional media, such as painting, illustration or
drawing, form must be implied.
5. Texture:
- All surfaces have textures that can be experienced by touching or
through visual suggestion.
- Two categories of texture - actual (experienced by touch) &
simulated or implied (created to look like the real texture).
6. Space
- Space is the indefinable, general receptacle of all things - the
seemingly empty space around us.
- The actual space of each picture's surface is defined by its edges
- the two dimensions of height and width.
- From the outside, we experience mass.
- From the inside, we experience volume.
- In graphic design, space, or depth, refers to the area that a
shape or form occupies. Space can be defined as positive (filled
space) or negative (empty space).
- This can be achieved by overlapping of images, the variation of
sizes, placement and perspective.
7. Colour
- Each of the millions of colours human beings can distinguish is
identifiable in terms of just three variables:
1. Hue: Colours of the spectrum, e.g. yellow and green.
2. Value: This refers to the lightness or darkness from white
through greys to black.
3. Intensity: Also called saturation or chroma, it refers to
the purity of a hue. A pure hue is the most intense form of a given
colour, it is the hue in its highest saturation, in its brightest
form.
- Colour groupings that provide distinct colour harmonies are called
colour schemes.
1. Monochromatic colour schemes: based on variations in the
value and intensity of a single hue.(Example: Blue with different
shade)
2. Analogous colour schemes: based on colours adjacent to one
another on the colour wheel, each containing the same pure hue.
(Example: Red-Orange)
3. Complementary colour schemes: emphasise two hues directly
opposite each other on the colour wheel. (Example: Yellow &
Purple, Red & Green)
- PRINCIPLES OF DESIGN : Organisational fundamentals that
resulted from or guides the arrangement of the elements.
1.Contrast
2.Balance
3.Emphasis
4.Rules of Third
5.Repetition/Pattern/Rhythm
6.Movement
7.Hierarchy
8.Alignment
9.Harmony
10.Unity
11.Proportion
Topic 1: Contrast & Gestalt Theory
Gestalt Theory
1. Principle of Similarity
The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.
2.Principle of Continuation
The human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.
3.Principle of Closure
The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
4.Principle of Proximity
- The process of ensuring related design elements are placed together.
- Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organize or give structure to a layout.
5.Principle of Figure/Ground
- 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).
6. Law of Symmetry & Order
- This law states that elements that are symmetrical to each other tend to be perceived as a unified group.
- Similar to the law of similarity, this rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
Topic 2: Emphasis and Balance
BALANCE
Symmetrical Balance
- Has equal "weight" on equal sides of a centrally placed fulcrum.
- Arranging elements equally around a central point results in radial balance
Asymmetrical Balance
- Unequal visual weight on each side.
- 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.
Golden Ratio
- Also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a
mathematical concept and a number that goes on indefinitely (1.618033988749895...). The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.
- The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
- For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one’s work. It can also increase the appeal of a design work.
Rule of Thirds
- It is a composition guideline to create more dynamism to a work of design/photography/film/painting.
- An image 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.
EMPHASIS
- Emphasis is 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.
Topic 3: Repetition and Movement
REPETITION
- Repetition could make a work of design seem active.
- The 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.
- Pattern increases visual excitement by enriching surface interest.
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.
Topic 4: Harmony and Unity
HARMONY
- Harmony involves the selection of elements that share a common trait.
- Harmony becomes monotony without variety
- Harmony is the sense that all of the elements of your design fit together. They may fit the same theme aesthetic style or mood.
UNITY
- Unity refers to the repetition of particular elements throughout your design - whether they're colors, shapes or materials - to pull the look together.
- Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
SCALE
- Scale and proportion are both design elements that have to do with size.
- Scale is the size of one object in relation to the other objects in a design or artwork.
- Scale refers to the size and dimension of figures and forms relative to a specific unit of measure.
- Scale can be determined in two ways:
1. Actual measurement
2. Visual estimates based on comparison
PROPORTION
- Proportion refers to the size of the parts of an object in relationship to other parts of the same object.
- Proportion in art and design is the relationship of two or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, setting, etc.; i.e. ratio.
- Proportion is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
Topic 5: Symbol, Image and Word
SYMBOL
- A sign, shape, or object that is used to represent something else.
- In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story.
1. Pictorial symbols: Image-related and simplified pictures.
2. Abstract symbols: Look like the objects that they represent but have less details.
3. Arbitrary symbols:
- Arbitrary symbols have no resemblance at all to the objects or the ideas they represent.
- The symbol is invented with the meaning constructed.
- Many are based on geometric shapes and colours.
WORD AND 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.
- 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.
Topic 6: Visual Analysis
INSTRUCTIONS
Week 2
Instructions:
1. Pick and briefly describe one goal from the
United Nations’ Sustainable Development Goals (UNSDG).
2. Select an existing art/design work that revolves around that goal
of your choice. Beneath the image, include the credit line of the
art/design work (title of art/design work, artist’s/designer’s name,
year, size, medium, source link). Some works may not have all these
but provide as complete as possible.
3. Explain, in about 100-150 words, why you chose that design in
relation to the UNSDG goal and list the design principles you observed
in that design.
2. UNSDG Goals
For the topic is
United Nations’ Sustainable Development Goals (UNSDG) , so I have a research on what is UNSDG ?
UNSDG stands for United Nations’ Sustainable Development Goals. The
Sustainable Development Goals are a set of 17 global goals established
by the United Nations in 2015. These goals are part of the 2030 Agenda
for Sustainable Development, which is a plan of action aimed at ending
poverty, protecting the planet, and ensuring peace and prosperity for
all people by the year 2030.
Fig 1.1 UNSDG Goals
The 17 Sustainable Development Goals (SDGs) cover a broad range of
interconnected issues, including poverty eradication, education,
gender equality, clean energy, sustainable cities, climate action,
responsible consumption, and biodiversity conservation, among others.
Each goal has specific targets and indicators to track progress.
3. Chosen Artwork:
Title: "Let's keep the waters clean"
UNSDG Goal chosen: 14 Life Below Water
Creator: Alex Bracov
Date Created: 2018 October
Advertiser: Romanian Waters National Administration
Fig 1.2 Chosen Artwork - "Let's keep the waters clean"
3. Explanation:
The reason why I choose this poster is that this poster is designed to raise awareness about the environmental impact of littering, particularly in oceans, aligning with the UNSDG goal 14: Life Below Water. The image is powerful because it turns a regular can into a jellyfish, showing how human pollution affects the sea. The poster uses the design principles to convey its message which is contrast as the author use dark blue background of the ocean contrasts with the lighter, metallic colors of the trash, drawing attention to the waste. The composition display asymmetrical balance as it puts the main subject, the jellyfish made from a can, in the bottom right corner. The text and images are well-aligned to create a focal point using rule of thirds and guides viewers' eyes through the message. The jellyfish is design with a sense of flow through it tentacles and curves it makes great movement. Besides, the repetition of similar objects (cans and "jellycan") emphasizes the increase of waste. This image effectively communicates the importance to take care of our oceans and let people to understand and act.
FEEDBACK
Mr. Charles assigned me to observe my chosen work more closely and provide further explanations on the golden ratio and the rule of thirds.
REFLECTIONS
Through the lectures and Task 1, I have come to realize the importance of design principles. Points, lines, and shapes combine to form a piece of art. I need to understand these basics more deeply to improve my work in the future. The lack of knowledge about design principles for a designer makes it difficult to create a composition that can attract viewers. Task 1 provided a valuable opportunity to explore the intricacies of design principles and their application in visual communication. Through the analysis of this composition, I gained a deeper appreciation for the role of balance, lines, contrast, and composition in shaping compelling visual narratives. Moving forward, I look forward to applying these insights in my own design practice and further improving my skills in the art of visual storytelling.
THE END
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