Design Principles | Task 1 (Exploration)

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03/02/2025 - 17/02/2025 / Week 1 - Week 3

Lim Pei Jiun (0372548)

Design Principles / Bachelor of Design (Honor) in Creative Media

Task 1 (Exploration)

TABLE OF CENTENTS


INTRODUCTION


LECTURES

Introduction: Elements & Principles of Design

Visual Communication
  • Utilising design to convey purposeful messages to a target audience.
  • Design must be well thought-out and executed. 
  • It is important to learn about and apply the elements and principles of design.
Elements of Design - Individual "building blocks"

1. Point
  • 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
  • Can be active or static, aggressive or passive, sensual or mechanical.
  • Can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
  • Can grouped to depict qualities of light and shadow and to form patterns and textures
3. Shape
  • Expanse within the outline of two-dimensional area or within the three-dimensional object.
  • Geometric & organic.
  • Geometric tend to be precise and regular
4. Form
  • When form encloses space, the space is called volume.
  • Often a major element in sculpture and architecture
  • The two-dimensional area is called shape, and the three-dimensional area is called form.
5. Texture
  • Tactile qualities of surfaces or to the visual representation of those qualities.
  • Can be experienced by touching or through visual suggestion.
  • Two categories of texture – actual & simulated or implied 
6. Space
  • Indefinable, general receptacle of all things
  • The actual space of each picture surface is defined by the two dimensions of height and width
  • From the outside, we experience mass. From the inside, we experience volume
  • Can be defined as positive (filled space) or negative (empty space).
  • The illusion of a three-dimension space can be suggested through depth.
7. Colour
  • The visual byproduct of the spectrum of light 
  •  Hue: Colours of the spectrum
  • Value: The lightness or darkness from white through greys to black. 
  • Black and white pigments can be important ingredients in changing colour values.
  • Intensity: The purity of a hue. 
  • Pure hue is the most intense form of a given colour
  • Complementary colour schemes are directly opposite each other on the color wheel

Principles of Design - Organisational fundamentals that resulted from or guides the arrangement of the elements
  • Contrast
  • Balance
  • Emphasis
  • Rules of Third
  • Repetition/Pattern/Rhythm
  • Movement
  • Hierarchy
  • Alignment
  • Harmony 
  • Unity 
  • Proportion
Topic 1: Contrast & Gestalt theory

1. Contrast

  • juxtaposition of strongly dissimilar element
  • provide visual interest, emphasise a point and express content

Contrast in photography:

  • lighting
  • colour
2. Gestalt theory
  • brain is wired to see patterns, logic, structure
  • "Gestalt" refers to "shape" and "form" in German
  • describe how the human eye perceives visual elements
  • show how complex scenes can be reduced to more simple shapes. 
  • explain how the eyes perceive the shapes as a single
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. 

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.

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. 

Principle of Figure/Ground:
Objects are instinctively perceived as being either in the foreground or the background.

Law of Symmetry & Order:
Elements that are symmetrical to each other tend to be perceived as a unified group. 

Topic 2: Balance & Emphasis

1. Balance
  • refers to the distribution of visual weight in a work of design. 
  • can be symmetrical or asymmetrical.
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 (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 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. 
  • More dynamic and interesting.
  • Offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex
The Golden Ratio:
Has been used for centuries as a guide to create visual balance in architecture and paintings.

Rules of Third:
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.

2. Emphasis
  • 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 & Movement

1. Repetition
  • Could make a work of design seem active. 
  • Creates rhythm and pattern within the work. 
2. Movement
  • The way a design leads the eye in, around, and through a composition - the path the eye follows.
  • Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.
Hierarchy:
  • 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. 
Topic 4: Harmony & Unity

1. Harmony
  • Involves the selection of elements that share a common trait. 
  • The sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.
2. Unity
  • Refers to the repetition of particular elements throughout your design — whether they’re colors, shapes or materials — to pull the look together.
Scale and Proportion:
The size of one object in relation to the other objects in a design or artwork. 

Scale can be determined in two ways:
  1. Actual measurement
  2. Visual estimates based on comparison
Topic 5: Symbol, Word & Image

1. Symbol 
  • A sign, shape, or object that is used to represent something else 
  • Can provide or convey information, equivalent to one or more sentences of text, or even a whole story
Pictorial Symbols:
Image-related and simplified pictures. 

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

Arbitrary Symbols:
Have no resemblance at all to the objects or the ideas they represent. Many are based on geometric shapes and colours. 

2.  Word & Image
  • Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design.
  • Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design. 
Topic 6: Visual Analysis
  • Is a method of understanding design that focuses on the visual elements and principles.
  • A description and explanation of visual structure for its own sake. 
  • A critical part of visual literacy, a skill that helps people read and critically interpret images
How does Visual Analysis Work?
  • Phase 1: Observation
  • Phase 2: Analysis
  • Phase 3: Interpretation
TASK 1 EXPLORATION

For the first week, we require to describe each of the design principles listed below and select 
suitable design examples to demonstrate our understanding. 

 • Gestalt theory 
 • Contrast 
 • Emphasis 
 • Balance 
 • Repetition 
 • Movement 
 • Harmony & Unity 
 • Symbol 
 • Word and Image 

1. Gestalt theory 
  • explains how humans perceive and organize visual information. 
  • brain organizes individual pieces of information into a meaningful whole. 
Gestalt Principles
  • Figure-Ground: Observers divide visual elements into foreground and background. For example, in character design, clear outlines can help players quickly distinguish the character from the background.
  • Proximity: Elements that are close together are perceived as a group.
  • Similarity: Objects with similar characteristics (color, shape, size) are seen as related.
  • Continuity: The eye follows a path, line, or curve naturally. For example, roads or guide lines in the game map guide the player's direction of action.
  • Closure: The mind fills in missing parts of a design to see a complete shape.
  • Common Fate: Elements moving in the same direction are perceived as a unit.
  • Symmetry: The human visual system tends to perceive symmetrical objects as complete and stable forms.
Fig 1.1 Gestalt Principles by C.K.Tice
（Source: https://www.pinterest.com/pin/11962755255824787/）

2. Contrast 
  • Describes how differences in visual elements help distinguish objects, create focus, and improve perception. 
  • Helps separate elements in a composition and makes important objects stand out.
Fig 1.2 Example of contrast by Kyle Deguzman (2022)
(Source: https://www.studiobinder.com/blog/what-is-contrast-in-art-definition/)

3. Emphasis 
  • The way certain elements in a design or composition stand out to grab attention. 
  • Creates visual hierarchy, ensuring viewer focus on what matters most.
Fig 1.3 Example of emphasis by Shelley Esaak (2019)
(Source: https://www.thoughtco.com/definition-of-emphasis-in-art-182434)

4. Balance
  • The way visual elements (such as color, shape, size, and texture) are arranged in a composition. 
  • Makes designs feel organized.
  • Ensures elements are readable and clear.
Fig 1.4 Example of balance by Ashley Hurst (2018)
(Source: https://thevirtualinstructor.com/blog/balance-a-principle-of-art)


5. Repetition
  • Using the same or similar elements multiple times within a composition to create unity, consistency, and rhythm. 
  • Helps reinforce visual identity and guide the viewer's attention effectively.
Fig 1.5 Example of repetition by Graphics Zoo
(Source: https://www.graphicszoo.com/article/basic-principles-of-repetition-in-graphic-design-design-guide)

6. Movement
  • Guides the viewer’s eye through a composition, creating a sense of action, flow, or direction. 
  • Helps direct attention to focal points and improves engagement
Fig 1.6 Example of movement by Jessie Chang (2021)
(Source: https://www.wingedcanvas.com/single-post/movement-the-principle-of-design)

7. Harmony & Unity 
  • Describe how elements in a composition relate to each other and to the whole
  • Harmony ensures that all elements (colors, fonts, shapes, textures) complement each other and work together without unnecessary contrast.
  • Unity makes different parts of a design feel connected and part of a single, well-organized composition.
Fig 1.7 Example of Harmony & Unity by Jessie Chang (2021)
(Source: https://www.wingedcanvas.com/single-post/unity-harmony-the-principles-of-design)

8. Symbol  
  • A visual representation of a concept, idea, word, or sound
  • It mainly relies on elements such as shape, color, line, proportion and cultural background.
Fig 1.8 Example of symbol by Vecteezy
(Source: https://www.pinterest.com/pin/676947387778262963/)

9. Word and Image
  • Combination of text (typography) and images (visual effects)
  • Maintain a consistent style, color palette, and mood.
Fig 1.9 Example of word and image by Amazon.it
(Source: https://www.pinterest.com/pin/1068267974115528864/)

Chosen Artwork

Fig 1.10 The Madonna of Carmel and the Souls in Purgatory by Giovanni Battista Tiepolo

Tittle: The Madonna of Carmel and the Souls in Purgatory
Artist: Giovanni Battista Tiepolo
Year: c.1730
Size: 210 x 650 cm
Medium: Oil and canvas

The reason I chose this artwork is that I really like the Western oil painting style. The story of this painting is that the Virgin Mary promised to save devout believers from purgatory after their death. Giovanni Battista Tiepolo uses contrast between light and dark. In the painting, the Virgin is bathed in golden light, while the souls in purgatory are immersed in gray flames. This sharp contrast allows the viewer to focus on the mercy of the Virgin. This use of light and shadow not only enhances the drama of the picture but also symbolizes the Virgin's mercy that saves suffering souls.

Besides, I love the dynamic composition of this painting. The Virgin looks down tenderly on Purgatory, while the souls raise their heads longing for salvation, making the picture full of power and tension. The superb painting skills highlight the key points in the painting and make the viewer feel sympathetic.

Principles of Design used:

1. Contrast

  • The contrast between warm and cold colors reinforces the boundaries between heaven and earth.
2. Emphasis
  • The Madonna is the focal point, positioned at the top center and illuminated by divine light.
  • The angel's gesture draws attention to her, reinforcing her importance.
3. Unity and Harmony
  • The elements are connected through color repetition, soft edges, and curved forms, creating a cohesive visual experience.

4. Movement
  • Flowing lines and dynamic poses create a sense of upward movement, symbolizing salvation
5. Balance
  • This artwork achieves asymmetrical balance, with the Madonna and celestial figures in the upper part and the suffering souls in the lower part.
FEEDBACK

Week 1
General Feedback
Briefing of our Task
Specific Feedback
No tutorial for week 1

Week 2
General Feedback
Continue watching lecturer video and working on Task 1
Specific Feedback
Modify how data sources are labeled and mark the name of the artist or website

Week 3
General Feedback
Can add third person tone
Specific Feedback
Figure the  picture with detail information don't just write example
REFLECTION

Experience:
For this task, I learned a lot of things that I had never been exposed to before. I learned that there are so many design principles, and also understood their meaning and function. These design principles will be of great help to my design and help me create better works.

Observations:
I observed that design principles allow us to quickly identify the information in the work and determine what is important and what is not. We can also get the information the artist or designer wants us to know through design principles. 

Findings:
After Task 1, I learned that people's understanding of visual information is influenced by psychology and cognitive science. For example, contrast and hierarchy can direct users' attention to key information. I also deeply understand the importance of design principles.

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