Design Principles (Week 1 - Week 5)

26/08/2021 - 23/09/2021 (Week 1 - Week 5)

Metta Angelica (0349095)

Bachelor of Design (Hons) in Creative Media

Design Principles

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LECTURE

Week 1

Topic 1: Elements of Design and Principles of Design

For the first week of the class, we learned about Topic 1: Elements of Design and Principles of Design.

Elements of design, include:

• Point
• Line
• Shape
• Form
• Texture
• Space 
• Colour

Example of Elements of Design

Fig. 1.1 Point

Fig.  1.2Line

Fig. 1.3 Shape

Fig. 1.4 Form

Principles of design, include:

• Contrast 
• Balance 
• Emphasis
• Rule of Third
• Repetition/Pattern/Rhythm
• Movement
• Hierarchy
• Alignment
• Harmony
• Unity
• Proportion

Topic 1.2: Contrast & Gestalt Theory

The second topic is about Contrast and Gestalt Theory. 

Contrast

Contrast is the state of being strikingly different from something else in the juxtaposition of close association.

Juxtaposition: the fact of two things being seen or placed close together with contrasting effects.

An example of Contrast is 

Fig. 2.1 Pinterest (https://pin.it/78cpDqv)

As you see in the picture above, the contrast color is very strong, you could see the figures and movement.

Example #2

In the picture above, the umbrella is strikingly red, that it becomes the first thing you see in the picture. This makes it easy for people to know, what's the focus of the picture.

Gestalt Theory

As for gestalt, it is more onto shape and form. Gestalt principles or laws are rules that describe how people perceive visual elements. This theory also aims to how the eye perceives the shapes as a single, united form rather than the separate simpler elements involved.

Example of Gestalt

Fig. 2.2 Pinterest (https://pin.it/5Y4Mi14)

In the picture, you could perceive that it is half of a human face, despite how simple the drawing looks. The creator, use white as if it is the light that shone onto the face and uses black as the representation of the shadow, with only two colors, the creator was able to make use of perceives that it is a face.

Example #2

Fig. 2.3 Pinterest (https://pin.it/4YzvxgY)

In the second picture, the first thing you saw is probably a girl who raises her hand in a fist, and if you look at the whole picture, you could realize that it is and industries that spread out pollution. just by using the smoke, the creator was able to make use perceives that this girl is probably fighting against industrial pollution.

Week 2: Balance and Emphasis

Balance

In Graphic Design, balance refers to the distribution of visual weight in a work of design. It can be either symmetrical or asymmetrical.

Symmetrical Balance

Symmetrical balance has equal weight on equal sides of a centrally placed fulcrum. The equal arrangement of elements on either side of the central axis will result in bilateral balance. While arranging equally around a central point results in Radial Balance. Then, there is also Approximate symmetry, which is when equivalent but not identical forms are placed around the fulcrum line.

Example:

Fig. 3.1 (https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.icanvas.com%2Fblog%2Fbenefits-of-art-symmetrical-prints-to-soothe-your-mood%2F&psig=AOvVaw0oDri9HU7gIvct07FS44Z_&ust=1631966492893000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCMDmsqL7hfMCFQAAAAAdAAAAABAK)

Fig. 3.2 (https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.khanacademy.org%2Fhumanities%2Fap-art-history%2Fstart-here-apah%2Fprinciples-of-composition-apah%2Fa%2Fbalance-symmetry-and-emphasis&psig=AOvVaw0oDri9HU7gIvct07FS44Z_&ust=1631966492893000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCMDmsqL7hfMCFQAAAAAdAAAAABAQ)

Asymmetrical Balance

It is Unequal visual weight on each side of the composition. either one side of the composition might contain a more dominant element that could then be balanced by a couple or more lesser focal points on the other side.

 Example:

Fig. 3.3 (https://www.google.com/url?sa=i&url=https%3A%2F%2Fannhjelle.wordpress.com%2Fassignments-2%2Fproj-04a-symmetry%2F&psig=AOvVaw1g4V16rGo83_hdcY3qLAm6&ust=1631967072473000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCKClsa79hfMCFQAAAAAdAAAAABAD)

The Golden Ratio

The Golden Ratio (phi), is a mathematical concept and a number that goes on indefinitely. Many have perceived the golden ratio as the representative of perfect beauty or is uniquely found throughout nature. 

The Golden Ratio has been used as a guide to creating visual balance in architecture and paintings over the century. 

For artists, Golden Ratio can be used to bring harmony, balance, and structure to one's work.

Fig. 3.4 Golden Ratio

Rule of Thirds

Composition guideline to create more dynamism to a work of design/photography/film/painting.

It is an image divided evenly to 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.

Fig. 3.5 Rule of Thirds

Example

Fig. 3.6 (Source:...)

Emphasis

Emphasis is used to create dominance and focus in design work. you can use various elements to create emphasis or strong impressions to achieve dominance.

Example

Fig. 3.7 (https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.pinterest.com%2Fpin%2F98657048065004547%2F&psig=AOvVaw1Hhdy5FKl6VOuio6IdG2sm&ust=1631969363758000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCNDt3O2FhvMCFQAAAAAdAAAAABAD)

Week 3: Repetition and Movement

Repetition

Repetition is the action of repeating something that has already been said or done. Like how some patterns are being repeated (ex. Batik). But it is important to make various elements into the design to not make it looking monotone. Patterns could increase visual excitement by enriching the surface interest.

Example

Fig. 4.1 Pinterest (https://pin.it/cz2dfd9)

Ms. Jin Chi also tells us about open and closed composition.

Movement

Movement is the way how designs lead the eye in, around, and through a composition. Movement in the visual image comes from the kinds of shapes, forms, lines, and curves that are used. It creates motion or movement to the object of design that makes it more pleasing to the eyes.

Hierarchy

Hierarchy is the choreography of content in composition to communicate information and convey meaning. Visual hierarchy directs viewers to the most important information first and identifies navigation through secondary content.

Fig. 4.2 (Source: Lecture)

Alignment

Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre. Alignment creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability. Alignment can also be a powerful means of leading a person through a design.

Week 4: Harmony & 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 of mood.

Fig. 5.1 (Source: Lecture)

Unity

• Unity refers to the repetition of particular elements throughout your design - whether they're colors, shapes, or material - 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.
• Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.

  

  Fig. 5.2 (Source: Lecture)

  
  

Scale and Proportion

• 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.
• Proportion refers to the size of the parts of an object in relationship to the other parts of the same object.
• Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal.

Scale

• 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:
• Actual measurements
• Visual estimates based on comparison

• Architectural drawings and scale models are examples of the applied use of scale.
• Also, scale is used to specify or illustrate details based on the relative's sizes of objects.

Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.

Fig. 5.3 (Source: Lecture)

Proportion

• 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 the size, color, quantity, degree, setting, etc.
• Proposition is said to be harmonious when a correct relationship exists between the elements with respect to the size or quantity.
• The effective use of proportion in design often results in harmony and unity.

Week 5: Symbol, Word & Image

Fig. 6.1 (Source: Lecture)

Fig. 6.2 (Source: Lecture)

Symbol

• A sign, shape, or object that is used to represent something else.

In design, symbols can be provided or convey information, equivalent to one or more sentences of text, or even a whole story.

Fig. 6.3 (Source: Lecture)

Pictorial symbols: Image-related and simplified pictures.

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

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 colors.

Word and Image

• Imagery is a vital part of the 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. It is therefore important to use suitable and relevant images when designing.
• 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.

  

  Fig. 7 (Source: Lecture)

  
  

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INSTRUCTION

Exercise 1

For our first assignment, we are to make a design for contrast and gestalt. For this task, I first make a contrast design. 

Contrast

At first, I plan to make this design by using simple shapes like circles, and so this is the result.

Fig. 1 Contrast

I thought it was already good enough until I realise that the color is more into monotone instead of contrast, so I remake the whole design from scratch. for the second design, I make it into a mountain-like scenery.

Fig. 2 Contrast

I also think that this is okay, but after looking at others, I start to realize that it looks a bit plain and not so eye-catching. So I make the third one, for this one, I took inspiration from a picture on Pinterest.

Fig. Pinterest (https://pin.it/1ZubeYv)

I want to try a design that is similar to this, and I first do it by making any shapes that come to my mind first, after creating the shape, I suddenly got an idea of what I should make, and the result is very pleasing to me.

Fig. 3 Contrast (Final)

Gestalt Theory

For this, my idea was to make a vague picture of what and inside of a Rubix cube look like.

Fig. 1 Gestalt

Just like contrast, I thought it was fine. But, I just felt there is no fun or any impression I had for this, so I recreate these designs. When I was thinking of what design I should make, I am reminded that I had done something similar like this in the past.

Fig. Past Art (This is only just to show my past artwork I made)

I actually think that these works are similar to gestalt, so planned to make something similar, but I felt that I didn't really improve for some reason, so I look for more inspiration from Pinterest again.

Fig. Pinterest (https://pin.it/3AfM50A)

And this time, I felt the urge to try this design, even though it look like contrast, I like how the creator use the shape to make the vague movement of the person. So I look for more similar designs like this.

Fig. Pinterest (https://pin.it/3AfM50A)

After looking at how the creators make this design, I then start with mine.

Fig. 2.1 getalt

Fig. 2.2 gestalt (Final)

Exercise 2

Balance

Fig. 1.1

Fig. 1.2 (Final)

Emphasis

Fig. 2.1

I have made 4 designs for emphasis,

First, I made a plan of making a fish tank that glows while the person's color is gray tone.

Second, I made two hands holding a red rose.

Third, a plant inside the boots or maybe going to change it to plant directly to the soil in the middle of trash or garbage.

Lastly, I want to emphasize the shadow more and the girl would be gray tone too.

For the final design, I had chosen the pant in the middle of the garbage.

Fig. 2.2 (Final)

Week 3 - Task

Repetition

Fig. 3.1

In repetition, I first think to make stairs as my final design but after thinking again, I then put what shape or things usually appeared repeated. All I can think of was mountains, clouds, a hallway, and waves, so I look for more inspiration and make buildings and people waiting in line.

Fig. 3.2 (Final)

Movement

Fig. 4.1

Fig. 4.2

Fig. 4.3

Fig. 4.4 (Final)

In the movement above, I use sport as the movements, and then to make it look more fluid, I use the structure that is mostly used in cartoons. This idea actually came when I remember that watched how creators make cartoon characters. By using one line, then curve it, it is actually more interesting to see how the creator came up with this idea.

Exercise 3

I am still not sure how does harmony and unity differentiate from each other, but I tried my best to understand it.

Below is some of my visual research for Unity.

Fig. 5.1 (Source: https://pin.it/1i5hz75)

Fig. 5.2 (Source: https://pin.it/1i5hz75)

This is my visual research on Harmony

Fig. 5.3 (Source: https://pin.it/4fmkfis)

Fig. 5.4 (Source: https://pin.it/2t8hVhE)

Then for my design, first I think of an idea of what I want to make, and does it related to my topic, how should I combine these ideas?

Then an idea came up, to not forget. I make some sketches of it. there are two.

Fig. 6.1

The first idea is the human shape ones, I plan to make a progression of a child's life to families. Then the second sketch is the fish eye view from the bottom, which shows variations of objects (forest, mountains, village/towns, animals).

Next, I turn this into digital sketches.

Fig. 6.2 Harmony

Fig. 6.3 Unity

For Unity, I was still considering to change it into a circle to make it look like it's a life cycle. But not sure if it's considered unity? Since I'm not sure, about it, I look at the video provided in Times and then decided that I use Fig. 6.2 as Harmony.

For unity, I still need to think of more ideas so I will explore more on Pinterest.

Below is the final design.

Fig. 6.4 Unity

Fig. 6.5 Harmony

For symbols, I use birds as references.

Then I use pen tool to make a random design, which came out very well, then I  use gradient color.

Fig. 7.1

Then I make compound and release compound to look at which one is better as a gradient.

Fig. 7.2

Fig. 7.7  (Final Design)

Fig. 7.3

Fig. 7.7 (Final Design)

Fig. 7.4

I like how Fig. 7.4 looks and considering it as my final design but I still think that the first one was better.

Fig. 7.5

So I make the compound again to see with no stoke and It look very good too since it made it look a bit 3D.

Fig. 7.6

But I feel that it looks better with the hole in the middle, and I decided to make Fig. 7.6 as the final design.

Fig. 7.7 Final Design

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FEEDBACK

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REFLECTION

After thinking for a while, I think that I am too closed-minded to only make things simples and forget that what makes me interested in art was the process of enjoying what I make. So, in the future. I may still try to create things using new designs since I often like to try other ways of designing and it just felt more refreshing to do things differently, but I'll try to make it relatable with the topic.