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Design Principles - Task 1: Exploration

05.02.2024 - 23.02.2024 / Week 1 - Week 3

Teo Mei Hui / 0358315

Design Principles / Bachelors of Design (Honors) in Creative Media / Taylor's University

Task 1: Exploration

Module Information Booklet (MIB):

Design Principles:

Contrast

  • The juxtaposition of strongly dissimilar elements.
  • Provide visual interest, emphasise a point and express content.
Figure 1.1 Contrast
https://pin.it/3PVHbeQSv

Gestalt Theory
  • Gestalt principles or laws are rules that describe how human eyes perceives visual elements.
  • Aims to show how complex scenes can be reduced to simple shapes.
Figure 1.2 Gestalt Theory
https://images.app.goo.gl/UC85BVec8JGRo27NA

- 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.
  • The brain seems to craft a link between elements of similar nature.
Figure 1.3 Principle of Similarity 
https://pin.it/5VJaSauYr

- 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.
Figure 1.4 Principle of Continuation 
https://pin.it/2gyYC2glQ

- Principle of Closure

  • The human eye prefers to see complete shapes.
  • If the visual elements are incomplete, the user can perceive a complete shape by filling in missing visual information.
Figure 1.5 Principle of Closure 
https://pin.it/4zX5DiqSK

- Principle of Proximity
  • The process of ensuring related design elements are placed together.
  • Close proximity indicates that items are connected and become one visual unit which helps to organise structure to a layout.

Figure 1.6 Principle of Proximity 
https://images.app.goo.gl/uYDbXxv7bdm183Hy7

- Principle of Figure / Ground
  • Objects are instinctively perceived as the foreground or the background. 
  • They either stand out prominently in front (figure) or recede into the back (ground).
Figure 1.7 Principle of Figure / Ground
https://pin.it/51LP2A7tY

- Law of Symmetry and Order
  • This law states that elements that are symmetrical to each other tend to be perceived as a unified group.
Figure 1.8 Law of Symmetry and Order
https://images.app.goo.gl/dh1e1u5NJprFXTDD9

Balance
  • Refers to the distribution of visual weight in a work of design.
  • The visual equilibrium of the elements that causes the total image to appear balanced.
- Symmetrical Balance
  • Has equal "weight" on equal sides of a centrally placed fulcrum.
  • 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 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.
    • Offers more visual variety, but difficult to achieve because the relationships between elements are more complex.
    - The Golden Ratio
    • Also known as phi, it is a mathematical concept. 
    • Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty.
    • It as been used for centuries as a guide to create visual balance in architecture and paintings.
    • For designers, the Golden Ratio can bring harmony, balance and structure to one's work. It can also increase the appeal of a design work.
    - Rule of Thirds
    • A composition guideline to create more dynamism to a creative work.
    • An image is divided evenly into thirds, both horizontally and vertically.
    • The subject is placed at the intersection of, or along one of the lines.
    Emphasis
    • Used to create dominance and focus in a design work.
    • Various elements such as colour, shapes or value can be used to create emphasis.
    Figure 1.12 Emphasis
    https://pin.it/7fF55PbBW

    Repetition
    • Make a work of design seem active.
    • Repetition of elements of design creates rhythm and pattern within the work.
    • Variety is essential to keep rhythms exciting and to avoid monotony.
    Figure 1.13 Repetition
    https://pin.it/59eJ84Pn0

    Movement
    • The way a design leads the eye in, around, and through a composition - the path the eye follows.
    • Motion in a visual image occurs when object seems to be moving in a visual image.
    • Comes from the kinds of shapes, forms, lines and curves used.
    Figure 1.14 Movement
    https://pin.it/7Db6dp2NK

    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.
    Figure 1.15 Hierarchy
    https://pin.it/1zrePUsrj

    Alignment
    • The placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center.
    • Creates a sense of unity and cohesion. which contributes to a design's perceived stability.
    • Can be a powerful means of leading a person through a design.
    Figure 1.16 Alignment
    https://pin.it/WkuMpfLBj

    Harmony
    • The selection of elements that share a common trait.
    • The elements fit the same theme, aesthetic style or mood.
    Figure 1.17 Harmony
    https://pin.it/7Lp9vVO9Y

    Unity
    • The repetition of particular elements throughout a design to pull the look together.
    • Give a sense of oneness and create a theme.
    Figure 1.18 Unity
    https://pin.it/3cQhgkiap

    Scale
    • The size and dimension of figures and forms relative to a specific unit of measure.
    • Used to specify details based on the relative sizes of objects.
    Proportion
    • The relationship of two or more elements in a composition and how they compare to one another in size, color, quantity, degree, setting etc.
    • Effective use of proportion results in harmony and unity in a design.
    Figure 1.20 Proportion
    https://pin.it/64IFYr49A

    Symbol
    • A sign, shape or object that us used to represent something else.
    - Pictorial Symbols

    • Image-related and simplified pictures. 
    Figure 1.21 Pictorial Symbols
    https://pin.it/4LjckCBv0

    - Abstract Symbols

    • Look like objects they represent but have less details.
    Figure 1.22 Abstract Symbols
    https://images.app.goo.gl/htg7RoPwSa1pFw6aA

    - Arbitrary Symbols
    • Have no resemblance at all to the objects or ideas that represent
    • Invented with the meaning constructed, we have to learn them.
    Figure 1.23 Arbitrary Symbols
    https://images.app.goo.gl/DNhJpMAeF4USufJc6

    Word and Image
    • Using suitable and relevant images, as well as choosing the right words when designing is important in order to convey the concept or meaning of a design.
    • Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in the design.
    Figure 1.24 Word and Image 
    https://pin.it/71CRUgn0m

    Task 1: Exploration
    Pick a goal from the United Nations' Sustainable Development Goals (UNSDG), then select an artwork/design that is relevant to the goal of our choice. Explain why we chose the design, and list out the design principles that are observed.

    Goal 14: Life Below Water

    This goal aims to conserve and sustainably use the oceans, seas and marine resources for sustainable development.

    Figure 2.1
    'Plastic Ocean' by Dasha Nabiullina, 2022
    725×376px

    I selected this artwork because the striking colors and the beautiful illustration caught my eyes. The illustration portrays a boat leading a stream of marine creatures swimming through a plastic-filled ocean. I think the distinct contrast of the colorful sea creatures and the dull polluted ocean does a great job at giving an impact to the viewers about the severity of plastic pollution. It aligns with Goal 14 as it helps raise awareness and reinforce the United Nations' approach to preserve the ocean. 

    From this artwork, the design principles that I observed are: Contrast - the difference in color between the sea creatures and the polluted-ocean. Balance - Rule of Thirds is used in the composition (the boat). Movement - the stream leads the viewer's eyes. Repetition - the plastic illustrations are repeated.

    Feedback

    General Feedback:
    List down the details and source link of the selected artwork.

    Specific Feedback:
    Put image examples for all Gestalt theories. Make sure to label and put source link for every figure. Good observation for the selected artwork, repetition can also be observed so add that in.

    Reflection

    In this task, I was able to learn about various design principles that are essential in order to create an appealing design. I was also introduced to United Nations' Sustainable Development Goals (UNSDG), which educated me on certain world matters. This task was pretty fun as I was able to look through any creative artworks that promotes the UNSDG goals. After selecting the artwork that I liked, I felt happy that I was able to correctly identify the design principles present in it. Overall, it was an interesting experience that allowed me learn the fundamentals of design.

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