Design Principles [Task 1 : Exploration]
02.06.2024 - 02.20.2024 / week 1 - week 3
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative MediaDesign Principles Task 1
TABLE OF CONTENTS
LECTURES
Week 1 02.06.2023 - Introduction
1. Recap the design principles listed below:
• Gestalt theory
• Contrast
• Emphasis
• Balance
• Repetition
• Movement
• Harmony & Unity
• Symbol
• Word and Image
Visual Communication → Utilising a well-thought-out design to convey purposeful messages to the target audiences.
A Work Of Design↷
↪Elements of design (Individual "building blocks")
- Point
- Line
-Shape
- Form
- Texture
- Space
- Colour
↪Principles of Design (Fundamentals that result from the arrangement of the elements)
- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition/Pattern/Rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
- Elements of design
1. Point
- The simplest element of design.
- Used as a repetitive mark from a line
- As the point moves in space, other two- and three-dimensional figures and forms are created.
Figure 1.1 Week 1 (02/06/2024) Point.
2. Line
- Lines can be active or static, aggressive or passive, sensual or mechanical.
- Lines can indicate directions, define boundaries of shapes and spaces, imply volumes, or solid masses, and suggest motion or emotions, can also be grouped to depict light and shadow qualities and form patterns and textures.
Figure 1.2 Week 1 (02/06/2024) Lines.
3. Shape → Refers to the expanse within the outline of a two-dimensional area or within a three-dimensional object.
- Becomes visible when a line or lines enclose an area or when an apparent change in value (lightness/darkness), color, or texture sets an area apart from its surroundings.
- Two general categories of shapes (geometric & organic)
Figure 1.3 Week 1 (02/06/2024) Categories of shapes.
4. Form
- The form must be implied with two-dimensional media, such as painting, illustration, or drawing.
Figure 1.4 Week 1 (02/06/2024) Form.
5. Texture → In visual communication design, texture refers to the tactile qualities of surfaces or the visual representation of those qualities.
- All surfaces have textures that can be experienced by touching or visual suggestion.
- Two categories of texture, → Actual (experienced by touch).
→ Stimulated or implied (created to look like the real texture).
Figure 1.5 Week 1 (02/06/2024) Textures.
6. Space → is the indefinable, general receptacle of all things - the seemingly empty space around us.
- In drawings, prints, photographs, and paintings, we see the space of the surface all at once.
- The actual space of each picture's surface is defined by its edges - the two dimensions of height and width, within these limited boundaries, an infinite number of spatial qualities can be implied.
Figure 1.6 Week 1 (02/06/2024) Space #1.
↪Three-dimensional space is experienced when we are in it, beginning with our own positions to other people, objects surfaces, and voids at various distances from ourselves.
- From the outside, we experience mass.
- From the inside, we experienced volume.
Figure 1.7 Week 1 (02/06/2024) Space #2.
↪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).
- The illusion of a three-dimensional space can be suggested through depth.
- This can be achieved by overlapping images, the variation of sizes, placement, and perspective.
Figure 1.8 Week 1 (02/06/2024) Space #3.
7. Colour
↪Hue: Colours of the spectrum, ex: yellow and green.
Figure 1.9 Week 1 (02/06/2024) Hue.
- Black and white pigments can be imported ingredients in changing color values.
- White added to a hue produces a tint.
- Grey added to a hue produces a tone.
- Black added to a hue produces a shade of that hue.
Figure 1.10 Week 1 (02/06/2024) Values.
↪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 color, it is the hue in its highest saturation, in its brightest form.
- With pigment (black, white, or grey) of another hue added to a pure hue, its intensity diminishes and is dulled.
Figure 1.11 Week 1 (02/06/2024) Intensity.
- Monochromatic color schemes are based on variations in the value and intensity of a single hue.
- Analogous color schemes are based on colors adjacent to one another on the color wheel, each containing the same pure hue.
- Complementary color schemes emphasize two hues directly opposite each other on the color wheel.
Lecture 1 - Contrast & Gestalt Theory
Figure 1.12 Week 1 (02/06/2024) Color schemes.
Figure 1.13 Week 1 (02/06/2024) Color schemes in designs.
Lecture 1 - Contrast & Gestalt Theory
Contrast
- Contrast is the juxtaposition of strongly dissimilar elements.
- With contrast, the visual experience would be more varied.
- Contrast can provide visual interest, emphasize a point, and express content.
Gestalt Theory
- The human brain is wired to see patterns, logic, and structure.
- "Gestal" refers to "shape" or "form" in German.
- Gestalt principles or laws are rules that describe how the human eye perceives visual elements.
- These principles explain how the eyes perceive the shape as a single/ united form rather than the separate simpler elements involved.
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.
- The brain seems to craft a link between elements of a similar nature.
Figure 1.14 Week 1 (02/06/2024) Principle of similarity in designs.
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.
Figure 1.15 Week 1 (02/06/2024) Principle of continuation in designs.
- The human eye prefers to see complete shapes. If the visual elements are incomplete, the user can perceive a complete shape by filling in the missing visual information.
Figure 1.16 Week 1 (02/06/2024) Principle of closure.
Figure 1.17 Week 1 (02/06/2024) Principle of closure in designs.
Principle of Proximity
- 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.
Figure 1.18 Week 1 (02/06/2024) Principle of proximity in designs.
The law of proximity is very useful for allowing people to group ideas, concepts, etc.
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).
Figure 1.19 Week 1 (02/06/2024) Principle of figure/ground in designs #1.
Figure 1.20 Week 1 (02/06/2024) Principle of figure/ground in designs #2.
- 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 symmetrical objects will be more likely to be grouped together than objects not symmetrical with each other.
- The Law of Uniform Connectedness: This Law deals with a “grouping effect”: we perceive elements as connected to each other thanks to colors, lines, frames, or other shapes. The Law of Uniform Connectedness states that elements connected by uniform visual properties are perceived as a unified group more than elements that are not connected.
Figure 1.21 Week 1 (02/06/2024) Law of Symmetry & Order.
Figure 1.22 Week 1 (02/06/2024) Law of Uniform Connectedness #1.
Figure 1.23 Week 1 (02/06/2024) Law of Uniform Connectedness #2.
- The Law of Prägnanz (or Simplicity): Prägnanz is a German word that means “good figure” or “pithiness” (literally defined as, “brief, forceful and meaningful in expression”). The human eye likes to find simplicity and order in complex shapes – it prevents us from being overwhelmed by information overload.
Figure 1.24 Week 1 (02/06/2024) Law of Pragnanz.
We can use the Law of Prägnanz to help when wireframing a website. Our eyes assemble the content blocks into a single page.
Figure 1.25 Week 1 (02/06/2024)
Author/Copyright holder: Clint. Copyright terms and license: CC BY 2.0
Figure 1.26 Week 1 (02/06/2024) © Stephen Ziggy Tashi, Fair Use.
The law of Pragnanz here involves clever interplay between the figure and the ground.
- The Law of Common Fate says we perceive shapes as lines moving along the smoothest path. For example, we look at grouped elements and see them as moving in a similar direction.
Figure 1.27 Week 1 (02/06/2024) The Law of Common Fate.
Figure 1.28 Week 1 (02/06/2024).
Lecture 2 - Balance & Emphasis
Balance → refers to the distribution of visual weight in design work.
- It is the visual equilibrium of the elements that causes the total image to appear balanced.
- Balance can be symmetrical or asymmetrical.
- Symmetrical Balance
1. Has equal "weight" on equal sides of a centrally placed fulcrum.
2. The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance.
3. Arranging elements equally around a central point results in radial balance.
4. Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
Figure 1.29 Week 1 (02/06/2024) Balance #1.
Figure 1.30 Week 1 (02/06/2024) Balance #2.
- Asymmetrical Balance
1. Unequal visual weight on each side of the composition.
2. 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.
3. More dynamic and interesting. It evokes feelings of modernism, movement, energy, and vitality.
4. Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex.
Figure 1.31 Week 1 (02/06/2024) Asymmetrical Balance.
- The Golden Ratio
1. Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty or uniquely found throughout nature.
2. The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
3. 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.
Figure 1.32 Week 1 (02/06/2024) The Golden Ratio.
1. It is a composition guideline to create more dynamism to a work of design/photography/film/painting.
2. 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.
Figure 1.33 Week 1 (02/06/2024) Rule of Thirds.
Emphasis
1. Is used to create dominance and focus in design work.
2. Various elements can be used to create emphases, such as color, shapes, or value, to achieve dominance.
Figure 1.34 Week 1 (02/06/2024) Emphasis.
Lecture 3 - Repetition & Movement
Repetition
1. Could make a work of design seem active.
2. The repetition of elements of design creates rhythm and pattern within the work.
3. Variety (is about a change or slight difference in elements and objects in the composition, to avoid a boring composition. Variety can also Involve varying angles, exposure, composition, etc) is essential to keep rhythms exciting and active and to avoid monotony
4. Pattern increases visual excitement by enriching surface interest.
Figure 1.35 Week 1 (02/06/2024) Repetition.
Movement
1. The way a design leads the eye in, around, and through a composition - the path the eye follows.
2. Motion or movement in a visual image occurs when objects seem to be moving in a visual image.
3. Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.
Figure 1.36 Week 1 (02/06/2024) Movement.
Hierarchy
1. Hierarchy is the choreography of content in a composition to communicate information and convey meaning.
2. Visual hierarchy directs viewers to the most important information first and identifies navigation through secondary content.
Figure 1.37 Week 1 (02/06/2024) Hierarchy.
Alignment
1. Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center.
2. Alignment creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.
3. Alignment can also be a powerful means of leading a person through a design.
Figure 1.38 Week 1 (02/06/2024) Alignment.
Lecture 4 - Harmony & Unity
Harmony
1. Harmony involves the selection of elements that share a common trait.
2. Harmony becomes monotony without variety.
3. Harmony is the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style, or mood.
Figure 1.39 Week 2 (02/13/2024) Harmony.
Unity
1. Refers to the repetition of particular elements throughout your design - whether they're colors, shapes, or materials to pull the look together.
2. Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
3. Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.
Figure 1.40 Week 2 (02/13/2024) Unity.
Scale and Proportion → are both design elements that have to do with size.
Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal.
Scale
- Scale is the size of one object about 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.
1. Architectural drawings and scale models are examples of the applied use of scale.
2. Used to specify or illustrate details based on the relative sizes of objects.
3. Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.
Figure 1.41 Week 2 (02/13/2024) Scale.
Proportion
- Proportion refers to the size of the parts of an object in relationship to other parts of the same object.
1. Proportion in art and design is the relationship of two or more elements in a composition and how they compare to one another for size, color, quantity, degree, setting, etc.; i.e. ratio.
2. Proportion is said to be harmonious when a correct relationship exists between the elements for size or quantity.
3. The effective use of proportion in design often results in harmony and unity.
Figure 1.42 Week 2 (02/13/2024) Proportion.
Lecture 5 - Symbol, Word, and Image
Symbol
1. A sign, shape, or object that is used to represent something else (Cambridge Dictionary, 2020).
2. In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story (Eco, 1976 & Pettersson, 2015).
Figure 1.43 Week 2 (02/13/2024) Symbols.
Pictorial Symbols, image-related and simplified pictures.
Figure 1.44 Week 2 (02/13/2024) Pictorial symbols.
Abstract Symbols can look like the exact object but with fewer details.
Figure 1.45 Week 2 (02/13/2024) Abstract 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 colors.
Figure 1.46 Week 2 (02/13/2024) Arbitrary symbols.
Word & Image
1. Imagery is a vital part of design, be it print or digital. Users and viewers can relate to a concept or a brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing.
2. 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.
3. Typography is the design and arrangement of text to convey a message or concept.
Figure 1.47 Week 2 (02/13/2024) Words & Images.
INSTRUCTIONS
Figure 2.1 Week 2 (02/06/2024) Module Information.
Task 1: Exploration
2. Pick and briefly describe one goal.
3. 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.
4. Explain, in about 100-150 words, why you chose that design for the UNSDG goal and list the design principles you
observed in that design. To identify an existing design relevant to design principles and the chosen goal.
1.1 Research
After looking through the United Nations website, there are 17 goals that we can choose.
Figure 2.2 Week 2 (02/13/2024) UNSDG.
- After looking at each one, I decided to choose "Peace, Justice, and Strong Institutions." "Goal 16 is about promoting peaceful and inclusive societies, providing access to justice for all, and building effective, accountable, and inclusive institutions at all levels. People everywhere should be free of fear from all forms of violence and feel safe as they go about their lives whatever their ethnicity, faith, or sexual orientation."Martin. “Peace, Justice, and Strong Institutions - United Nations Sustainable
Figure 2.3 Week 2 (02/13/2024) Peace, justice, and strong institutions.
Figure 2.4 Week 2 (02/13/2024) Infographic of development goals report 2023.
2. Goal Description.
- What I can conclude is that the goal of promoting Peace, Justice, and Strong Institutions is vital for any society. The pursuit of these objectives requires a social and political alteration, as the initiatives prioritize the well-being of all citizens. The establishment of a strong and fair legal system is crucial for promoting justice, this involves an independent law that is transparent for the judiciary. And a law that could uphold basic human rights.
3. The selected existing art/design work that revolves around the goal.
Title: We Shall Return.
Figure 2.5 Week 2 (02/13/2024) We Shall Return by Abu Shtayyah.
Artist: Imad Abu Shtayyah
Year: 2014
Year: 2014
Size: 182 x 142 cm
Medium: Oil on Canvas
4. Explain and Identify
- One of the development goals of UNSGD is to aware everyone of the world of the war between Russia and Ukraine, Promoting justice based on the genocide in Palestine is a way to support the Palestinian people and bring more attention to human rights violations that are happening. Not to mention a permanent ceasefire hasn't been applied yet. This is why I want to focus on the purpose of Justice in War crimes and genocide. With the emphasis on a large woman as the dominant figure, while wearing colorful traditional Palestinian clothes that contrast with the dull colors of the destroyed buildings. Most of the artist's works revolve around a Palestinian woman that depicted as the pure protector of the culture. There's a balance between her hands with the buildings that could form like an arrow shape which proves her body language that she is resilient to what's happening. (149 words)
Additional notes (in Presentation):
Figure 2.6 Week 2 (02/13/2024) Additional notes.
FEEDBACK
Week 2 02.13.2023
- Specific feedback, Try to be more open to expressing what I think of the work while it is still based on the actual facts. Every artist has different intentions to interpret something, so there is no wrong or right in seeing the artwork.
Week 3 02.22.2023
- Specific feedback, Dr. Charles said that additional notes can be for my task 2, he said that it's fine if I want to continue the presentation from that and elaborate more about the design principles of the artwork.
REFLECTION
Experience
This module taught me to appreciate a deeper understanding of an artwork, by taking the time to observe and identify, I can say this has taught me to become more aware of the purpose of designing. We can start to identify deeper meanings and interpretations that may not be apparent including from the artist itself.
Observations
From class, I could see that each students have different interpretations and meanings based on the UNSDG goals, for example, in my case, I choose the goal of Justice, Peace, and High institutions. I emphasize the goal of people becoming aware of the non-stop genocide and war crimes, but Justice could take a lot of forms, for ex: Criminal Justice, Social Justice, and Environmental Justice. I also find it pretty interesting that each person could choose various works that could determine and relate to Justice.
Findings
To make a thought-provoking artwork or design, it needs to fulfill at least one or more of the design principles, these principles can be applied in various ways to create a visually engaging. This can help our artwork to be remembered for its impact and thought-provoking meanings.
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