DESIGN PRINCIPLES: TASK 1

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Lee Rui Yen (0391797)

Design Principles (GCD62904)

Task 1: Exploration [30%]

Week 2 - Week 4

TASK DESCRIPTION: Students are to explore the various design principles taught in the module and observe other works of design to apply their knowledge


Table of Contents



Lecture Notes

ALL INFORMATION IN THIS SECTION ARE COPIES AND MAY BE TAKEN DIRECTLY FROM THE LECTURES

Lecture 0- Introduction: Elements & Principles of Design

Designs in product packagings inform us of the product and its usage. Visual communication is about utilising design to convey purposeful messages to a target audience. Designs must be well though-out and executed to to produce successful communication, therefore it is important to learn about and apply the elements and principles of design. 

Elements of Design include:

- Point
- Line
- Shape
- Form 
- Texture
- Space
- Colour

Principles of Design compose of:

- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition / Pattern / Rhythm 
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion 

Elements of Design are individual building blocks while Principles of Design are organisational fundamentals that result from or guides the arrangement of the elements. For example, you can use multiple lines together to make a pattern, which when organised well would create a sense of rhythm. Another example is using colours to make an object stand out from the background, creating contrast. 


1) Point

  • A point / dot is the simplest element of design. 
  • A point on a walk turns into a line. 
  • As the point moves through space, other 2D or 3D figures and forms are created.

Image taken from Lecture Video  
  

2) Line

  • Lines can be: 
    • Active
    • Static
    • Aggressive
    • Passive
    • Sensual
    • Mechanical
  • Lines can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
  • Lines can also be grouped to depict qualities of light and shadow and to form patterns and textures. 
Image taken from Lecture Video  

3) Shapes


  • Refers to the expanse within the outline of 2D area or within the 3D object. 
  • Becomes visible when a line or lines enclose an area or when an apparent change in value (lightness/darkness), colour or texture sets an area apart from its surroundings. 
  • Two general categories of shapes 
    • Geometric - circles, squares, triangles etc - tend to be precise and regular


    • Organic       - irregular, often curving or rounded, and seem relaxed and more informal than geometric shapes
Images taken from Lecture Video  



4) Form 




  • Whereas a 2D area is referred to as a shape, a 3D area is called a form.
  • The space inside the form is called volume.
  • Form is often a major element in sculpture and architecture. 
  • With 2D media, such as painting, illustration or drawing, form must be implied through shadow and lighting.
Images taken from Lecture Video  

5) Texture 

  • In viscomm design, texture refers to the tactile qualities of surfaces or to the visual representation of those qualities.
  • All surfaces have textures that can be experienced by touching or through visual suggestion. 
  • Two catergories of texture
    • Actual (experienced by touch)
    • Simulated or Implied (created to look like the real texture)
Image taken from Lecture Video  

6) Space 

  • 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.
  • Yet, within these limited boundaries, an infinite number of spacial qualities can be implied. 
  • 3D space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves. 
  • From the outside, we experience mass.
  • From the inside, we experience volume. 
  • In graphic design, space (depth) refers to the area that a shape or form occupies. Space can be defined as:
    • Positive (filled space)
    • Negative (empty space) 
  • The illusion of a 3D space can be suggested through depth.
  • This can be achieved by overlapping of images, the variation of sizes, placements and perspective.
Images taken from Lecture Video  






7) Colour 

  • Colour is the visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface. Colour is the light wavelengths that the human eye receives and processes from a reflected source. 
  • Each of the millions of colours human beings can distinguish is identifiable in terms of just three variables: 
    • Hue: Colours of the spectrum, e.g. yellow and green 
    • Value: This refers to the lightness or darkness from white through greys to black.  
      • Black and white pigments can be important ingredients in changing colour values. White added to a hue produces a tint. Adding grey to a hue would result in a tone. Black added to a hue produces a shade of that hue. 
      • White + Hue = tint
      • Grey + Hue =  tone
      • Black + Hue =  shade
    • 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. 
      • When pigment (black, white or grey) of another hue is added to a pure hue, its intensity diminishes and is dulled.
  • Colour groupings that provide distinct colour harmonies are called colour schemes. 
  • Monochromatic colour schemes are based on variations in the value and intensity of a single hue. 
  • Analogous colour schemes are based on colours adjacent to one another on the colour wheel, each containing the same pure hue. 
  • Complementary colour schemes emphasise two hues directly opposite each other on the colour wheel.
  • Intensity
Images taken from Lecture Video  



Lecture 1- Contrast and Gestalt Theory

Contrast

  • The juxtaposition of elements that are strongly dissimilar.
  • Makes visual experience not look monotonous.
  • Can provide visual interest, emphasis a point and express content. 
  • Can be found in shapes and colour, and exists in every form of design. 
Images taken from Lecture Video  

Gestalt Theory

  • Developed by a group of German psychologists on how people perceive the world and on how the human brain is wired to see patterns, logic and structure. 
  • Gestalt means to "shape" or "form" in German.
  • Gestalt Principles or laws are rules that describe how the human eye perceive visual elements. 
  • These principles aim to show how complex scenes can be reduced to more simple shapes. 
  • They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved. 
  • Principle of Similarity
    • Human eyes tend to perceive similar elements in a design as a complete picture, shape or group, even if those elements are separated. 
    • The brain crafts a link between elements of a similar nature. 

  • 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 separate objects. 

  • 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. 



  • 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 give structure to a layout. 


  • 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)



  • Law of Symmetry and 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. 

All images taken from Lecture Video  


Lecture 2- Balance and Emphasis

Balance
  • Refers to the distribution of visual weight in a work of design, of which the visual equilibrium of the elements causes the total image to appear balanced.
  • Balance can be symmetrical or asymmetrical.
  • Symmetrical:
    • Has equal "weight" on equal sides of a centrally placed fulcrum. 
    • The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance. 
    • Arranging elements equally around a central point results in radial balance. 
    • Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line. 
  • Asymmetrical:
    • 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 more lesser focal points on the other side. 
    • More dynamic and interesting, invokes feelings of modernism, movement, energy and vitality. 
    • Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex. 


  • The Golden Ratio
    • Also known as phi 
    • is a mathematical concept and a number that goes on indefinitely. The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere
    • Representative of perfect beauty or is uniquely found through nature. 
    • Used for centuries as a guide to create visual balance in architecture and paintings. 
    • Can be used to bring harmony, balance and structure to one's design work, increasing its appeal. 

  • Rule of Thirds
    • 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 and Dominance

  • 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. 










    All images taken from Lecture Video  


    Lecture 3- Repetition & Movement

    Repetition, Pattern and Rhythm

    • Makes a work of design seem active.
    • Repeating elements of design creates rhythm and pattern within the work.
    • Variety* is essential to keep rhythms exciting and active, avoiding monotony.
      • *Variety is about a change or slight difference in elements and objects in composition, to avoid a boring composition. Can also involve varying angles, exposure, composition, etc. 
    • Pattern increases visual excitement by enriching surface interest.


    • Closed Composition:
      • When you can see all the subject matters in an enclosed space. 


    • Open Composition:
      • When you cant see all the subject matters in an enclosed space. Instead, you can see suggestions of the work being continued outside of the space. 






    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. 





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




    • Alignment:
      • The placement of elements in a way that 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. 
      • Alignment can also be a powerful means of leading a person through a design. 



    All images taken from Lecture Video  


    Lecture 4- Harmony and Unity

    Harmony
    • Involves the selection of elements that share a common trait.
    • Harmony becomes monotony without variety*
      • *Variety is about a change or slight difference in elements and objects in composition, to avoid a boring composition. Can also involve varying angles, exposure, composition, etc. 
    • It is the sense that all of the elements of your design fit together, whether its the same theme, aesthetic style or mood.



    Unity


    • Refers to the repetition of particular elements throughout your design - whether they're colours, 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.
    • Although similar to Harmony, they each play distinct roles in the way we experience design.

    Scale and Proportion

    • Scale and proportion are both design elements that have to do with size.
    • Scale:
      • The size of one object in relation to the other objects in a design or artwork.
      • Refers to the size and dimensions of figures and forms relative to a specific unit of measure. 
      • Can be determined in two different ways: Actual Measurements and 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 size of objects. 
      • Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.






    • Proportion:
      • 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, colour, 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.
      • The effective use of proportion in design often results in harmony and unity
    • Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal.

    All images taken from Lecture Video  

    Lecture 5- Symbol, Word and Image

    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. Symbols can be split into two types, of which they themselves can continue to be split into different types.

      • Figurative Representations:
        • Visuals
        • Graphic Symbols
          • Pictorial Symbols
            • Image related and simplified pictures. 


          • Abstract Symbols
            • Can look like the objects they represent but have less details.


          • Arbitrary Symbols
            • Have no resemblance at all to the objects or ideas that they represent.
            • The symbol is invented with the meaning constructed. Many are based in geometric shapes and colours.
            • We have to learn arbitrary symbols.
      • Non-Figurative Representations

      Word and Image

      • Imagery is a vital part of design. 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.
      All images taken from Lecture Video  



      Design Principles

      2) TASK DESCRIPTION: Describe each of the design principles listed below and select suitable design examples to demonstrate your understanding.

      Gestalt Theory

      • Gestalt Theory is a theory created by a group of German psychiatrists on how the human eye perceives images, patterns, logic and structure. 
      • It is composed of several rules, for example: Principle of Proximity, Principle of Closure and Principle of Figure / Ground
      Figure 1
      Picture Source: https://www.toptal.com/designers/ui/gestalt-principles-of-design

      • Figure 1 showcases the Gestalt Principle of Continuation, which specifies that the human prefers to see a continuous flow of visual elements rather than as separate objects. When viewing lines such as the ones in Figure 1, it will follow the smoothest path regardless of how the lines are drawn. When you view the image, your eyes will naturally follow the straight line and the curved line instead of the individual dots and the different colours. 

      Contrast

      • Contrast is the juxtaposition of elements that are strongly not alike or dissimilar.
      • Contrast can be created using colour, shapes and values. 
      Figure 2
      Picture Source: https://www.portraitflip.com/blog/contrast-in-art/?srsltid=AfmBOoosA2VDgyQQSasdqL5wb95stBM0gccVnuPpoziU_yhInCgSPywj
      • Figure 2 shows contrast using colour with bright warm yellows, oranges and reds for the sun in the background against the cool dark indigo and black of the buildings. It also shows contrast with shapes as the sun and sky are dominated with circles and curves, while the buildings are made up of harsh straight lines and sharp points. 

      Emphasis

      • Emphasis is used to create dominance and focus in an image or a design using various elements of design such as colour or shape.

      Figure 3
      Picture Source: https://www.thoughtco.com/definition-of-emphasis-in-art-182434
      • Figure 3 showcase emphasis through colour as well as composition. The middle pawn is emphasised in the artwork due to the fact that it is the only white pawn in a line of black pawns. The composition also establishes its dominance, as it is placed in the centre of the picture, making it the first thing you notice while viewing.

      Balance 

      • How the visual weights are distributed in an image or artwork. It includes symmetry, asymmetry, the Golden Ratio and the Rule of Thirds. 
      • Symmetry is where the visual weight is evenly distributed
      • Asymmetry is where the visual weight is not evenly distributed. It makes an artwork/design/image more visually interesting and gives it movement. 
      • The Golden Ratio is a mathematical concept found uniquely in nature and is a number that goes on indefinitely, based on the Fibonacci sequence. It brings harmony and balance to a design/image/artwork.
      • The Rule of Thirds is a composition guideline where an image is split into thirds both horizontally and vertically and the subject is placed within those split and intersecting lines, giving dynamism to the work. 
      Figure 4
      Picture Source: https://www.thoughtco.com/definition-of-balance-in-art-182423
      • Figure 4 is a perfect example of approximate symmetrical balance in an artwork. The elements of the artwork, i.e. the nuns, the crowds of people, the altar, are all arranged around the Sun as the centre point, creating radial balance even though the elements aren't all the same. 

      Repetition 

      • Makes a work of design seem active, creating rhythm or pattern in a work. Adding variety to the repetitions makes the more even more interesting. 
      • Figure 5 shows repetition through the repeated elements of circles inside a square, creating a pattern. Yet despite its repetition, the artwork continues to be visually interesting due to the imperfect shapes of the circles and squares as well as the uniqueness of the colour palette in each individual circles-square segment.

      Movement 

      • The path the eye follows in a work of design. Movement is implied from the kinds of shapes, lines, curves and forms that are used. It can also create hierarchy and alignment in work, which would help convey more information to the reader. 
      • Hierarchy directs the viewer to the most important piece of information first before moving on to information of lesser importance through elements of design.
      • Alignment refers to the placement of elements and their correlation when they are aligned together, creating a sense of unity and cohesion. 
      Figure 6
      Picture Source:https://artsology.com/motion_in_art.php
      • Figure 6 is an artwork with a lot of movement due to the shape of the wave. It also implies hierarchy as the wave, being the most important part of the work, is emphasised through its size. The shape of the large wave then leads the eye down to Mount Fuji in the background, and then to the water and towards the small boats caught in its rift, which in turn leads the eye back to the wave. It gives a cyclic movement towards the artwork. 

      Harmony & Unity 

      • Harmony and Unity, despite sounding similar, play different roles in design. 
      • Harmony occurs when you choose elements that share a common trait, whether its the same aesthetic design, mood or theme. It becomes monotonous without variety. 
      • Unity is the repetition of particular elements in your design such as colours, shapes or materials. These particular elements also need to be arranged in a way that brings balance to the work, giving a sense of oneness. 
      Figure 7
      Picture Source: https://finearttutorials.com/guide/harmony-in-art/
      • Figure 7 showcases harmony through its muted, pastel colour scheme, projecting a calm and serene mood throughout. It also showcases unity through the composition, wherein the two darkest parts of the painting are on relatively equal horizontal placement, bracketing the water in the middle with the brightest colours, giving a sense of oneness. 

      Symbol 

      • A symbol is something(sign, shape, object) used to represent something else. Symbols can give a lot of information in a very simple and universal way, depending on the type of symbol. There are many types of symbols such as: Pictorial, Abstract and Arbitrary Symbols
      • Pictorial Symbols are symbols that are image related and who's pictures are just simplified.
      • Abstract Symbols are symbols that look like the object they represent but in even less detail than Pictorial Symbols.
      • Arbitrary Symbols are symbols that have no physical correlation to its intended meaning, and have to be taught to be understood. 
      Figure 8
      Picture Source: https://www.coastappliances.ca/blogs/learn/laundry-symbols-guide?srsltid=AfmBOorWQEggTXkwwgVNJfb46mkL4Z8X1eaVBeU__ZQCu4kiVC4Fwxvv
      • Figure 8 is a chart of symbols for laundry. These symbols are present on labels in almost all manufactured clothes. Although some can be understood intuitively, the majority of the symbols on this chart are arbitrary symbols, as people have to learn their intended meaning first. 

      Word and Image 

      • Images and words (Typography) are design principles that work together to convey a message. By using suitable visuals and carefully arranged words, they create clear meaning and balance in a design, making it easy for the viewer to understand it's purpose. 
      Figure 9
      Picture Source: https://www.europosters.eu/vintage-poster-for-magic-performance--v142772
      • Figure 9 is a poster for a magic performance. It uses imagery of a magicians's hat and birds, similar to the popular magic act of pulling doves out of a hat. This familiar imagery immediately expresses the theme of magic to the viewers. The typography of the word "Magician" also plays into the idea of magic through its curved underside, as magic is often depicted with smooth and swift, curvy gestures.

      Selected Design

      3) TASK DESCRIPTION: Select a design work that piques your interest.

      4) TASK DESCRIPTION: Upload the design (JPEG file, min.A4 size, 300dpi) in your Task 1 blogpost.


      5) TASK DESCRIPTION: Beneath the design, include the credit line of the design (title of design, designer's name, year, size, medium used to create the design and the source)
       
      Artwork Name: The Water Lily Pond
      Artist: Claude Monet
      Date Made:
      Medium: Oil on Canvas
      Size: 88.3 x 93.1cm

      Why did I choose this design? 

      6) TASK DESCRIPTION: Explain, in a writeup of about 150-200 words, why you chose that design.  

      I chose Claude Monet's 'The Water Lily Pond' as my selected design as it is a well-known artwork. I admire "The Water Lily Pond" for its use of textures and colours as well as technique. 

      In this painting, Claude Monet uses Impressionist techniques, with loose brushstrokes followed by soft blending to paint the foliage. This gives the greenery and water a sense of movement as if they are blown by the wind. It also emphasises the bridge over the water and its uniform, smooth lines, making it stand out amongst the background while still keeping the same colour palette. 

      In terms of composition, Claude Monet makes use of the Rule of Thirds by situating the bridge at the upper line, giving the work more dynamism. The colour palette uses lots of cool-toned greens, blues and violets, creating a sense of refreshing peace and harmony throughout. Blues are used in place of black for shadows and very light pale yellows are used for sunlight, giving the painting a muted and dreamlike quality. 
      (171 words)

      List Design Principles

      7) TASK DESCRIPTION: List the design principles you observed in that design in the Task 1 blogpost. 
      • Movement
      • Principle of Continuation
      • Principle of Closure
      • Principle of Figure / Ground
      • Symmetrical Balance
      • Harmony and Unity
      • Contrast
      • Emphasis


      Feedback from Lecturer

      8) TASK DESCRIPTION: Include the feedback that you received from your lecturer in the Task 1 blogpost.  

      Week 2 - Good exploration. Your points on contrast, emphasis and layout are clear and make sense with the design principles. Nice work linking what you see to the theory. Keep this level of thought in your next task. 







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