Design Principles - Task 1: Exploration
⭐ 6/2/2024 - 20/2/2024 (Week 1 - Week 3)
🎀 Yan Zhi Xuan | 0369425
💜 Design Principles | Bachelor of Design (Hons) in Creative Media | Taylor's University
📚 Task 1: Exploration
TABLE OF CONTENTS
1. MODULE INFORMATION BOOKLET
2. INTRODUCTION TO DESIGN PRINCIPLES
Lecture Notes:
INTRODUCTION
Visual communication involves using design to convey purposeful messages to a target audience, requiring thorough planning and execution, and understanding and applying design elements and principles is crucial.
Elements of Design: Point, Line, Shape, Form, Texture, Space, Colour
Principles of Design: Contrast, Balance, Emphasis, Rules of Third, Repetition/Pattern/Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity, Proportion
Recap the design principles listed below:
1. GESTALT THEORY
"Gestalt" means "shape" or "form" in German. The human brain perceives patterns, logic, and structure through Gestalt principles, which describe how the eye perceives visual elements and how complex scenes can be simplified. There are over 7 principles: similarity, continuation, closure, proximity, figure/ground, symmetry & order (also called prägnanz), and common fate.
Similarity: Uses similar elements, such as colour, shape, or size, to visually group elements together, allowing for a more cohesive and visually appealing design.
Continuation: Suggests that the human eye naturally follows a smooth path when viewing lines, making it useful to guide visitors in a specific direction. This can be achieved by placing items in a series within a line, such as horizontal sliders or product listings.
Closure: Closure is a gestalt design principle that suggests the brain fills in missing parts of a design to create a whole. It's used in logos like the World Wildlife Fund, where large sections of the panda's outline are visible.
Proximity: Refers to the proximity of elements, with strong relationships between overlapping subjects. Space between elements can add separation, even when their characteristics are the same.
Figure/ Ground: A brain concept that uses negative space to distinguish between the foreground and background of an image. It's often seen in memes and logos, particularly when the foreground and background contain two distinct images.
Symmetry & Order: Also known as prägnanz, suggests that the brain perceives ambiguous shapes as simple.
Common Fate: Suggests that people group together elements moving in the same direction, similar to how our brains perceive flocks of birds or schools of fish as a single stimulus.
Fig. 2.2 Examples of Gestalt Design.
2. CONTRAST
Contrast is the arrangement of opposing components in a composition to produce visual interest, excitement, and drama. This can be accomplished in multiple ways, such as using light vs. dark colours, rough vs. smooth textures, huge vs. small shapes, etc. Contrast is the combination of fundamentally dissimilar components. It adds visual appeal, highlights points, and conveys content. It also enhances the dynamic and engaging quality of visual encounters.
Fig. 2.3 Example #1 of Contrast.
The differences ensure the important elements stand out. Sufficient contrast can make text content very easy to read. From my observation, the contrast in Fig. 2.4 is the complementary colour combination of blue and orange while the contrast in Fig. 2.5 is underlined text.
3. EMPHASIS
Emphasis can create dominance and focus in a design work. It is a design technique that emphasises a particular element, such as colour, shape, or value, to establish dominance and focus. The dominating portion of a composition is the one that is most noticeable or seems closest to you. There are three levels of dominance: dominant, subdominant, and subordinate.
Dominant: The primary object/area, the one with the most visual weight, usually appearing in the foreground.
Sub-dominant: The secondary object/area, usually found in the middle ground of the composition.
Subordinate: Objects/areas carry little visual weight and usually appear to recede into the background of the composition.
Emphasis deals with the parts of a design that are meant to stand out. This usually means the most important information the design is meant to convey. From my observation, the emphasis in Fig. 2.7 makes our eyes look at the red love-shaped balloon while the emphasis in Fig. 2.8 makes the white text stand out because of the darker background so that the audience can read the text easily.
4. BALANCE
Balance in design refers to the distribution of visual weight. It is the visual equilibrium of the elements that ensure a balanced image. Elements can have varied visual weights depending on their size, shape, or colour, and if positioned incorrectly, they can unbalance a composition. It can be symmetrical balance or asymmetrical balance in a composition.
Symmetrical balance: Equal weight on a centrally placed fulcrum, bilateral or radial arrangement of elements, and approximate symmetry when equivalent but not identical forms are arranged around the fulcrum line.
Asymmetrical balance: Unequal visual weight on each side of composition, with dominant elements balanced by lesser focal points, offering dynamic and interesting visuals but challenging to achieve due to complex element relationships.
From my observation, the design principle in Fig. 2.10 is the symmetrical balance because the visual weight is distributed evenly while the design principle in Fig. 2.11 is the asymmetrical balance because the text is left-aligned while the image is on the right side.
5. REPETITION
Repetition in design creates rhythm and pattern, making a work appear active. This repetition can be accomplished by using the same design elements in your design, such as colours, fonts, lines, forms, sizes, and texture.
Besides that, variety is essential to keep rhythms exciting and active and to avoid monotony. Variety involves slight differences in elements and objects to avoid boring compositions, including angles, exposure, and composition. Moreover, patterns increase visual excitement by enriching surface interest.
Rhythm: Visual rhythm in graphic design creates movement through recurring elements, despite variations in size, shape, colour, or space, ensuring uniformity and smooth flow within a design.
Pattern: Repetitive designs using identical elements to create a cohesive whole, allowing them to continue due to their uniformity and consistency.
Fig. 2.12 Example #1 of Repetition, Rhythm and Pattern.
From my observation, the design in Fig. 2.13 uses repetition in the elements of the basketball, repeating the same action of being whole and cut in half, while the design in Fig. 2.14 uses repetition in the elements of the same size of images and the same typefaces.
Fig. 2.14 Repetition in Web Design.
6. MOVEMENT
Movement or motion in a visual image refers to how a design leads the eye in, around, and through a composition—the path the eye follows. The appearance of the objects moving is due to the use of shapes, forms, lines, and curves.
Fig. 2.15 Example #1 of Movement.
From my observation, the movement in Fig. 2.16 tells the brain that the object is moving to the right while the movement in Fig. 2.17 makes the eyes travel from the left to the right and from the top to the bottom.
Fig. 2.17 Example #3 of Movement in Web Design.
7. HARMONY & UNITY
Harmony in design involves selecting elements with common traits. It ensures they fit together and align with the same theme, aesthetic style, or mood. Harmony becomes monotony without variety. (Variety refers to slight changes in elements and objects in composition to avoid monotony, involving varying angles, exposure, and composition.)
Unity refers to the repetition of particular elements throughout your design. It combines colours, shapes, and materials to create a cohesive look. Unity arises from a balanced composition of elements, creating a sense of oneness and a theme.
While they may sound similar, they play distinct roles in design experiences.
While they may sound similar, they play distinct roles in design experiences.
Fig. 2.18 Example #1 of Harmony and Unity.
From my observation, the design principle shown in Fig. 19 is variety: the glass bubbles have varied sizes, and the windows vary in width and height. However, the concept of glass bubbles and rectangular windows remains consistent throughout the design, providing unity and harmony. Besides that, the harmony in Fig. 20 is the design elements that fit together with the same theme and design style while the unity in Fig. 20 is the use of the same typeface and same colour scheme.
8. SYMBOL
A symbol is a sign, shape, or object used to represent something else and can convey information equivalent to one or more sentences of text or a whole story. Symbols can be figurative representations and non-figurative representations; figurative representations can be visuals and graphic symbols. There are pictorial symbols, abstract symbols, and arbitrary symbols.
Pictorial symbols: Image-related and simplified pictures.
Abstract symbols: Can look like the objects that they represent but have less details
Arbitrary symbols: Often based on geometric shapes and colours, are invented with meaning constructed, and we must learn them to represent objects or ideas.
9. WORD AND IMAGE
Imagery is crucial in print design or digital design. It allows users to relate to concepts or brands. Choosing the right words and typefaces deepens the meaning of a design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design. Typography involves designing and arranging text to convey a message or concept.
Fig. 2.22 Examples of Word and Image.
Source of Image #1: https://www.pinterest.com/pin/48695239712227918/
Source of Image #2: https://www.pinterest.com/pin/629448485451209872/
Source of Image #3: https://www.pinterest.com/pin/132222939052231132/
3. SELECTED UNSDG GOAL
Pick and briefly describe one goal from the United Nations’ Sustainable Development Goals (UNSDG).
The UNSDG Goal that I have selected is Goal No.14: Life Below Water. This goal is to promote the conservation and sustainable use of the oceans, seas, and marine resources for sustainable development.
From the related topics, I found that oceans, seas, and coastal areas are vital for sustainable development, poverty eradication, food security, human health, climate regulation, and biodiversity. Covering over two-thirds of the Earth's surface, they contain 97% of the planet's water, providing water, oxygen, and biodiversity for over three billion people.
The international community acknowledges oceans' significance for sustainable development, as outlined in Agenda 21, Johannesburg Plan, Commission, Millennium Ecosystem Assessment, and SDG 14, emphasizing holistic approaches to ocean conservation and use. Ecosystem integrity is vital for oceans, seas, and marine resources, supporting regulatory, provisioning, and cultural services. Sustainable use, production changes, and improved human activity management can reduce negative impacts on the marine environment.
Human activities threaten oceans, seas, and marine resources, reducing ecosystem services. Threats include climate change, marine pollution, unsustainable extraction, and habitat destruction. Good governance, sustainable land and marine activities, and cross-sectoral projects are needed for human well-being to reduce negative impacts on oceans, seas, and marine resources.
Fig. 3.1 Goal 14 Life Below Water.
4. SELECTED EXISTING ART/ DESIGN WORK
Selected 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.
Below is the existing work of art/ design I have chosen for this task:
Fig. 4.1 SDG: Life Below Water Poster.
Designer: UJJWAL SINGH
Year: 2015
Size: 297mm x 420mm
Medium: Illustrations, Typographic Poster
5. EXPLANATION FOR SELECTING THE WORK OF ART/ DESIGN
Explain, in about 100-150 words, why you chose that design in relation to the UNSDG goal and list the design principles you observed in that design.
I chose that design because it is a typographic poster addressing topics related to the 14 SDG. The poster effectively conveys the information to the audience and raises awareness about the need for ocean conservation. The designer's choice of the words 'Life Below Water' in the poster is highly appropriate for the theme. Another reason I chose the design is that the designer used an innovative approach to portray the current situation in oceans with more plastic than aquatic species, as well as how overfishing has led to fish depletion. Human activities have caused significant damage to these vital resources. This includes water pollution and overfishing, as well as establishing responsible management and protection for all marine species around the world. The poster instructs people to reverse.
The design principles found in that design are contrast, emphasis, approximate symmetry, repetition, movement, harmony, unity, and hierarchy in the design.
(148 words)
6. REFERENCE LIST & BIBLIOGRAPHY
United Nations. (n.d.) 'Department of Economic and Social Affairs Sustainable Development: THE 17 GOALS'. [Online]. Available at: https://sdgs.un.org/goals [Accessed: 12 February, 2024].
Chapman, C. (2010) 'Exploring the Gestalt Principles of Design'. Designers. [Online]. Available at: https://www.toptal.com/designers/ui/gestalt-principles-of-design [Accessed: 12 February, 2024].
Chapman, C. (2010) 'The Principles of Design and Their Importance'. Designers. [Online]. Available at: https://www.toptal.com/designers/ui/principles-of-design#:~:text=Movement%20refers%20to%20the%20way,other%20design%20elements%20already%20mentioned. [Accessed: 12 February, 2024].
United Nations. (n.d.) 'Goals 14 Conserve and sustainably use the oceans, seas and marine resources for sustainable development'. [Online]. Available at: https://sdgs.un.org/goals/goal14 [Accessed: 12 February, 2024].
Singh, U. (2014) 'SDG : Life Below Water Poster Winning Entry'. Berhance. [Online]. Available at: https://www.behance.net/gallery/190091381/SDG-Life-Below-Water-Poster-Winning-Entry [Accessed: 12 February, 2024].
Singh, U. (2024) 'Ujjwal Singh’s Post'. Linkedin. [Online]. Available at: https://www.linkedin.com/posts/ujjwalsingh0810_sdgs-designchallenge-oceanplastic-activity-7157292520794689537-A8Bn [Accessed: 12 February, 2024].
Opus Web Design. (2016) 'Principles of Design'. Online Design Teacher. [Online]. Available at: https://www.onlinedesignteacher.com/2015/11/design-principles_69.html [Accessed: 12 February, 2024].
Graphics Zoo. (2022) 'Basic Principles of Repetition in Graphic Design - Design Guide'. [Online]. Available at: https://www.graphicszoo.com/article/basic-principles-of-repetition-in-graphic-design-design-guide [Accessed: 13 February, 2024].
Murphy, L. (2022) 'Movement'. Pinterest. [Online]. Available at: https://www.pinterest.com/pin/653444227163768733/ [Accessed: 13 February, 2024].
Title, O. (n.d.) 'What is Repetition, Pattern, and Rhythm?'. Pinterest. [Online]. Available at: https://www.pinterest.com/pin/504332858249289040/ [Accessed: 14 February, 2024].
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