DESIGN PRINCIPLES / TASK 1: EXPLORATION

╎Week 1 - Week 3

╎Gwendalyn Firly Bong / 0374580

╎Bachelor of Design (Honours) in Creative Media

╎Task 1: Exploration

I. Instructions

II. Lectures

III. Exploration

IV. Feedback

V. Reflection

VI. Quick Links

I. INSTRUCTIONS

II. LECTURES

Visual communication

Utilizing design to convey purposeful messages to a target audience
Designs must be well thought-out and executed

Elements of Design

Point/Dot

The simplest element of design
When used as a repetitive mark, it forms a line
As it moves in space, 2D and 3D forms are created

Line

Lines can be active/static, aggressive/passive, and sensual/mechanical
Can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion and emotions
Can be grouped to depict quantities of light and shadow and to create patterns and textures

Shape

The expanse within the outline of a 2D area or within the 3D object
Is visible when lines enclose an area, or when a change in value, color, or texture sets an area apart from the surroundings
2 categories: geometric and organic

Geometric: Precise and regular - circles, squares, triangles
Organic: Irregular, often curving/rounded, relaxed and informal

Form

A 3D area
When form encloses space, it is called volume
A major element in sculpture and architecture
In 2D media, form must be implied (through shading, perspective, light, and shadows)

Texture

Tactile qualities of surfaces or the visual representation of those qualities
All surfaces have textures that are experienced by touch or through visual suggestion
2 categories: actual (touch) and simulated (implied/visual)

Space

The indefinable, general receptacle of all things
In drawings, prints, photos, and paintings, we can see the space of the surface all at once
Each picture's surface is defined by its edges
Within these limited boundaries, an infinite number of spatial qualities can be implied
3D space is experienced when we are in it, starting with our own positions in relation to other people, objects, surfaces, and voids at distances
From the outside we experience mass, from the inside we experience volume
In graphic design, space is the area that a shape or form occupies
Can be positive (filled) or negative (empty)
An illusion of a 3D space can be created through depth
Can be achieved through overlapped images, variation in size, placement, and perspective

Color

The visual byproduct of the spectrum of light as it is transmitted through a transparent medium, or absorbed and reflected off a surface
Light wavelengths that the human eye receives and processes from a reflected source
Hue: Colors of the spectrum - yellow and green
Value: The lightness or darkness from white through greys to black

Tint: Pure hue + white
Tone: Pure hue + grey
Shade: Pure hue + black

Intensity/Saturation/Chroma: The purity of a hue

A pure hue is the most intense form of a given color (highest saturation/brightest form)
When pigment (black, white, grey) of another hue is added to a pure hue, the intensity diminishes and dulls

Color Schemes: Color groupings that provide color harmonies

Monochromatic: Based on variations in the value and intensity of a single hue
Analogous: Based on colors adjacent to one another on the color wheel, each containing the same hue
Complementary: Emphasizes 2 hues directly opposite each other on the color wheel

Principles of Design

Contrast

The juxtaposition of strongly dissimilar elements
Without it, the visual experience would be monotonous
Can provide visual interest, emphasize a point, and express content

Gestalt Theory

"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
Aim to explain how the eyes perceive the shapes as a single, united form rather than the simple elements involved

Principle of Similarity:

The brain creates a link between elements of a similar nature

Principle of Continuous:

The human eye follows lines, paths, and curves of a design, and sees a continuous flow of visual elements rather than separated objects

Principle of Closure:

The human eye prefers to see complete shapes. If the elements are incomplete, the user fills in the missing visual information

Principle of Proximity:

Ensures related design elements are placed together.
Unrelated items are spaced apart
Close proximity means that items are connected or have a relationship with each other, which becomes one visual unit to help organize or give structure to a layout

Principle of Figure/Ground:

Objects are instinctively perceived as being either in the foreground or the background. They stand out prominently in the front (figure) or recede into the back (ground)

Law of Symmetry and Order:

Elements that are symmetrical to each other tend to be perceived as a unified group
Suggests that objects that are symmetrical with each other will be more likely to be grouped together

Others: Law of Uniform Connectedness, Law of Pragnanz, Law of Common Fate

Balance

The distribution of visual weight in a work of design

The visual equilibrium of the elements causes the image to appear balanced

2 Types: Symmetrical and Asymmetrical

Symmetrical:

Equal weight on equal sides of a centrally placed fulcrum

Equal arrangement of elements on either side of the central axis results in bilateral balance

Arranging elements equally around a central point results in radial balance

Appropriate 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 more dominant element, which could be balanced by lesser focal points on the other side

More dynamic and interesting, creates feelings of modernism, movement, energy, vitality

Offers more visual variety, but can be more difficult to achieve since relationships between elements are more complex

The Golden Ratio:

A mathematical concept and a number that goes on indefinitely

Comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere

The representative of perfect beauty

A guide to creating visual balance in architecture and paintings

Used to bring harmony, balance, and structure

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

The subject of the image is placed at the intersection of the dividing lines, or along one of the lines

Emphasis

Used to create dominance and focus in a design

Various elements are used to create emphases, such as color, shapes, or value

Repetition

Makes designs seem active

Creates rhythm and pattern

Variety is essential to keep rhythms exciting and active and to avoid monotony

Increases visual excitement by enriching surface interest

Movement

The way a design leads the eye in, around, and through a composition

Occurs when objects seem to be moving

Comes from the kinds of shapes, forms, lines, and curves used

Hierarchy:

The choreography of content in a composition communicates information and conveys meaning

Visual hierarchy directs viewers to the most important information first

Alignment:

The placement of elements in a way that edges line up along common rows or columns, or the bodies along a center

Creates a sense of unity and cohesion which contributes to the design's overall aesthetic and stability

Leads a person through the design

Harmony

Involves the selection of elements that share a common trait

Becomes monotony without variety

The sense that all the elements of a design fit together (same theme, aesthetic, or mood)

Unity

The repetition of particular elements throughout a design

Can be colors, shapes, or materials

Occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, which creates a theme

Unity and harmony sound similar, but they each play distinct roles in experiencing a design

Scale and Proportion:

Both are design elements that have to do with size

Scale is the size of one object in relation to the other objects in a design

Refers to the size and dimension of figures and forms relative to a specific unit of measure

2 ways to determine: Actual measurement and visual estimates based on comparison

Used in architectural drawings and scale models

Used to specify or illustrate details based on the relative sizes of objects

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

Proportion is the size of the parts of an object in relationship to other parts of the same object

The relationship of 2 or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, and setting

Is harmonious when a correct relationship exists between the elements with respect to size or quantity

Correct use of proportion results in harmony and unity

Symbol

A sign, shape, or object used to represent something else

Can provide or convey information equivalent to sentences of a text or even a whole story

Pictorial Symbols: Image-related and simplified pictures

Abstract Symbols: May look like objects they represent but with less details

Arbitrary Symbols: Have no resemblance at all to the objects or ideas they represent

Invented with the meaning constructed

Many are based on geometric shapes and colors

Have to be learned

Word and Image

A vital part of design both in print and digitally

Able to relate to a concept or a brand if the right images are used in a design

Important to use suitable and relevant images when designing

Choosing the right words to pair with the imagery is also important as it deepens the meaning of the design

Suitable typeface and positioning results in a visual hierarchy and balance

Typography is the design and arrangement of text to convey a message or a concept

Visual Analysis

A method of understanding design that focuses on the visual elements and principles
To recognize the choices that a designer made in creating the design
To understand how the formal properties of a design communicate ideas, content, or meaning
Helps people read and critically interpret images, whether in a museum, on social media, in entertainment, advertising, or the news
3 parts:

Phase 1: Observation

To look at and identify the visual elements of a design, and try to describe them carefully and accurately in your own words
The observation phase is about looking, thinking, and finding good language to communicate what you notice.

Phase 2: Analysis

It requires us to think about our observations and try to make statements about the work based on the evidence of our observations
Analyze how specific visual elements are combined to create design principles that complete that work of design/art, and the effects on the viewer

Phase 3: Interpretation

Observations, descriptions, and the analysis of the work are fused with facts about the design work and historical context

III. EXPLORATION

Part 1: Design Principles

Gestalt theory

The Gestalt theory is a theory of perception that suggests that humans group visual information as a whole, not just as separate elements. It also explains how we organize complex scenes into simpler shapes or elements.

Gestalt Principles:

Similarity: The human brain tends to group similar items in shape, size, or color.

Figure 1.1
(Source: Here)

Repeating diamond shapes creates a pattern

Continuous: We follow a continuous flow of visual elements such as lines, paths, and curves

Figure 1.2

(Source: Here)

The lines/paths guide our eyes from the center of the poster to the outside

Closure: The human brain fills in the "missing" visual information

Figure 1.3

(Source: Here)

Figure 1.4: London 2012 Olympics Poster
(Source: Here)

The last ring of the Olympics logo blends in with the rest of the poster
Although the man's clothes blend in with the background, we can fill in the image of his clothes

Proximity: Related elements are often perceived as a group and placed together

Figure 1.5: Gmail UI

Related Google apps are placed close to each other

Figure/Ground: Objects are seen as being either in the foreground or the background

Figure 1.6
(Source: Here)

Figure 1.7: FedEx Logo
(Source: Here)

The white arrow in the "ex" appears as the foreground
The rest of the logo ("FedEx) appears as the background

Law of Symmetry and Order: Elements that are symmetrical to each other are often perceived as a group.

Figure 1.8: Mastercard Logo
(Source: Here)

Others: Law of Uniform Connectedness, Law of Pragnanz, Law of Common Fate

Contrast

Figure 1.9
(Source: Here)

Contrast in design is the use of different visual elements to create emphasis, visual hierarchy, and visual interest. The elements used may include: colors, shapes, sizes, textures, or fonts. In this artwork, the bright blue of the flower stands out from the monotonous background, creating contrast from the background.

Emphasis

Figure 1.10
(Source: Here)

Emphasis is used to create dominance and focus. It helps to guide the viewer's attention to the most important aspects of the design. This artwork demonstrates a color emphasis. It is created by the bright, warm-toned subject in the center surrounded by the cool-toned background. The use of complementary colors helps emphasize the subject even more.

Balance

The distribution of visual weight in a design.

Symmetrical Balance: Elements are evenly distributed on equal sides, creating stability.

This artwork is equal on both sides when split vertically down the center.

Figure 1.11:
(Source: Here)

Asymmetrical design: Unequal visual weight on each side of the composition

Radial Balance: Elements arranged equally around a center point

The Roman numerals form a spiral, starting from the center point of the design

Figure 1.12:
(Source: Here)

Repetition

Figure 1.13
(Source: Here)

Repetition is the use of repetitive elements to create rhythm and patterns. These elements may include colors, patterns, fonts, images, textures, and more. (Gaskin, 2022) It is present in this artwork through the use of repeating elements like the eyes and the colorful swirls, along with the more repeating use of colors consisting of blues, blacks, and warm tones.

Movement

Figure 1.14
(Source: Here)

Movement is the way the design leads a viewer's eye around the composition. Artists create "pathways" that direct the viewer to a certain direction. (Chang, 2021). These pathways can come in the form of shapes, forms, lines, and curves. A good example of the principle can be seen in this work. The direction the fish are facing guides our gaze, creating a sense of circular motion. The repeated use of curved lines surrounding the fish also helps to really emphasize the movement.

Harmony and Unity

Figure 1.15
(Source: Here)

Unity and harmony describe how elements in a composition relate to each other and work together. In "The Starry Night" by Vincent van Gogh, this was achieved through his use of swirling brushstrokes that create movement, The simple color palette of blues and yellows, and the repetition of several elements. All these elements make the entire composition feel cohesive and harmonious

Symbol

Figure 1.16: Female and Male Symbols

Symbols are signs, shapes, or objects that are used to represent something else. It helps provide information/ context and helps to communicate a meaning more clearly and efficiently. (DigitalSynopsis.com. , 2023) These 2 symbols are an example of an arbitrary symbol, meaning that they have no resemblance at all to what they represent and have to be learned. The left symbol means female and the right means male

Word and Image

Figure 1.17
(Source: Here)

In design, both word and image help in conveying messages. The proper use of it may also result in a visual hierarchy and balance. The words/phrases present in this design deepen the meaning of it. "All in your head" is the main text, with smaller subtext emerging from the woman's head, which quite literally shows all her thoughts inside her head.

Part 2: Analysis

Figure 1.18

(Source: Here)

Title: The Swing

Artist: Jean-Honoré Fragonard

Year: 1767

Size: 81 cm × 64.2 cm

Medium: Oil on canvas

Reason:

As art has evolved over time, one period that particularly captivates me is the Rococo era. This artwork is personally one of my favorites from that era. The bright colors and hidden meanings behind the painting are one of the few reasons. The bright, vibrant colors and the subtle hidden storyline woven into the painting are just a few of the reasons why. The bright pinks of the girl's dress are emphasized and contrast beautifully with the lush greens of the forest background. The dramatic lighting and the breeze gently swaying the swing create a sense of movement and rhythm, bringing a sense of unity to the composition.

Design Principles:

Movement

A lot of curves are used in this painting: the swing's arc, flowy dress, branches
It creates a dynamic motion, guiding the viewer's eyes around the work

Contrast and Emphasis

The girl's bright pink dress stands out as compared to the darker green forest background
She is also more emphasized thanks to her position, which is the center of the painting
The bright light shining upon her also helps to create a contrast compared to the dark, unlit forest

Unity

The repetition of similar elements (trees, branches, nature elements)
The soft color scheme of pinks, greens, and blues
The dynamic movement created by soft curves in the work
The girl in the center acts as the focal point

IV. FEEDBACK

Week 1

General Feedback: Introduction to Design Principles and the instructions for task 1 were given.

Week 2

General Feedback: After finishing the first half of task 1, Mr Vinod allowed us to proceed to artwork selection.

Specific Feedback: Mr Vinod suggested adding additional research, adding more content/explanation, and not forgetting to add citations.

Week 3

General Feedback: Finalize the blog and proceed with reflection.

Specific Feedback: Mr Vinod told me to elaborate more on the analysis/reason why I have chosen that specific artwork and relate it to specific design principles.

V. REFLECTION

Experience

Although I had some prior understanding of the design principles before this module, the research opportunities it provided allowed me to deepen my own understanding. I also learned about the importance of these principles in creating cohesive design. This experience has also allowed me to more appreciate art.

Observations

My research and the lecture videos greatly improved my understanding of the ideas and the concept of design principles, which I then applied to my artwork analysis.

Findings

I learned that design principles are essential for creating effective and meaningful designs. It helps to avoid monotony and create a visual hierarchy. Through learning about these principles, we are now able to apply it to our own designs.

REFERENCES

DigitalSynopsis.com. (2023, September 4). Meanings Of Different Symbols, Icons, And Shapes In Design. Digital Synopsis. https://digitalsynopsis.com/design/symbols-icons-shapes-meanings-usage-guide/

Gaskin, J. (2022, September 14). A Brief Guide to Repetition — A Design Principle. Venngage. https://venngage.com/blog/design-principle-repetition/

Chang, J. (2021, November 5). MOVEMENT: The Principle of Design | Winged Canvas Blog. Winged Canvas. https://www.wingedcanvas.com/single-post/movement-the-principle-of-design