Design Principle Task 1
Tiffany Tan Xuan /0362472
Bachelor of Design in Creative Media
Design Principles
Task 1
INSTRUCTIONS
Introduction: Elements & Principles of Design
1. Point
- A point or dot is the 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
- Lines can be active or static, aggressive or passive, sensual or
mechanical.
3. Shape
- Two general category of shapes - geometric (circles, squares,
triangles) & organic (Irregular).
4. Form
- A three-dimensional area is called a form. When form encloses
space, the space is called volume.
- With two-dimensional media, such as painting, illustration or
drawing, form must be implied.
5. Texture:
- All surfaces have textures that can be experienced by touching
or through visual suggestion.
- Two categories of texture - actual (experienced by touch) &
simulated or implied (created to look like the real texture).
6. Space
- Space is the indefinable, general receptacle of all things - the
seemingly empty space around us.
- The actual space of each picture's surface is defined by its
edges - the two dimensions of height and width.
- From the outside, we experience mass.
- From the inside, we experience volume.
- In graphic design, space, or depth, refers to the area that a
shape or form occupies. Space can be defined as positive (filled
space) or negative (empty space).
- This can be achieved by overlapping of images, the variation of
sizes, placement and perspective.
7. Colour
- Each of the millions of colours human beings can distinguish is
identifiable in terms of just three variables:
1. Hue: Colours of the spectrum, e.g. yellow and green.
2. Value: This refers to the lightness or darkness from white
through greys to black.
3. 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.
- Colour groupings that provide distinct colour harmonies are
called colour schemes.
1. Monochromatic colour schemes: based on variations in the value
and intensity of a single hue.(Example: Blue with different shade)
2. Analogous colour schemes: based on colours adjacent to one
another on the colour wheel, each containing the same pure hue.
(Example: Red-Orange)
3. Complementary colour schemes: emphasise two hues directly
opposite each other on the colour wheel. (Example: Yellow &
Purple, Red & Green)
- PRINCIPLES OF DESIGN : Organisational fundamentals that resulted
from or guides the arrangement of the elements.
1.Contrast
2.Balance
3.Emphasis
4.Rules of Third
5.Repetition/Pattern/Rhythm
6.Movement
7.Hierarchy
8.Alignment
9.Harmony
10.Unity
11.Proportion
Topic 1: Contrast & Gestalt Theory
Gestalt Theory
1. 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.
2.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.
3.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.
4.Principle of Proximity
- The process of ensuring related design elements are placed
together.
- Close proximity indicates that items are connected or have a
relationship to each other and become one visual unit which
helps to organize or give structure to a layout.
5.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).
6. Law of Symmetry & 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.
Topic 2: Emphasis and Balance
BALANCE
Symmetrical Balance
- Has equal "weight" on equal sides of a centrally placed fulcrum.
- Arranging elements equally around a central point results in radial balance
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.
Golden Ratio
- Also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a
mathematical concept and a number that goes on indefinitely (1.618033988749895...). The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.
- The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
- For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one’s work. It can also increase the appeal of a design work.
Rule of Thirds
- It is 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
- Emphasis is 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 and Movement
REPETITION
- Repetition could make a work of design seem active.
- The repetition of elements of design creates rhythm and pattern within the work.
- Variety is essential to keep rhythms exciting and active, and to avoid monotony.
- Pattern increases visual excitement by enriching surface interest.
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.
Topic 4: Harmony and Unity
HARMONY
- Harmony involves the selection of elements that share a common trait.
- Harmony becomes monotony without variety
- Harmony is the sense that all of the elements of your design fit together. They may fit the same theme aesthetic style or mood.
UNITY
- Unity refers to the repetition of particular elements throughout your design - whether they're colors, 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.
SCALE
- Scale and proportion are both design elements that have to do with size.
- Scale is the size of one object in relation to the other objects in a design or artwork.
- Scale refers to the size and dimension of figures and forms relative to a specific unit of measure.
- Scale can be determined in two ways:
1. Actual measurement
2. Visual estimates based on comparison
PROPORTION
- Proportion refers to 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, color, 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.
Topic 5: Symbol, Image and Word
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.
1. Pictorial symbols: Image-related and simplified pictures.
2. Abstract symbols: Look like the objects that they represent but have less details.
3. Arbitrary symbols:
- Arbitrary symbols have no resemblance at all to the objects or the ideas they represent.
- The symbol is invented with the meaning constructed.
- Many are based on geometric shapes and colours.
WORD AND IMAGE
- Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design.
- 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.
Topic 6: Visual Analysis
Week 2
Instructions:
1. Pick and briefly describe one goal from the United Nations’ Sustainable Development Goals (UNSDG).
2. Select an 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.
3. 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.
2. UNSDG Goals
Our topic must be related with United Nations’ Sustainable Development Goals (UNSDG).
The United Nations' Sustainable Development Goals (UNSDGs), also known as the Global Goals, are a universal call to action to end poverty, protect the planet, and ensure that all people enjoy peace and prosperity by 2030. The goals address various global challenges, including poverty, inequality, climate change, environmental degradation, peace, and justice. Here are the 17 goals:
- No Poverty
- Zero Hunger
- Good Health and Well-being
- Quality Education
- Gender Equality
- Clean Water and Sanitation
- Affordable and Clean Energy
- Decent Work and Economic Growth
- Industry, Innovation, and Infrastructure
- Reduced Inequality
- Sustainable Cities and Communities
- Responsible Consumption and Production
- Climate Action
- Life Below Water
- Life on Land
- Peace, Justice, and Strong Institutions
- Partnerships for the Goals
3. Chosen Artwork:
Title of art/design work: Make gender equality a value, not priority.
Artist’s/designer’s name:
UNSDG Goal chosen: Gender equality
Year: 2019
Size: 1200X627
Media: Google
Source link: https://images.app.goo.gl/6SL96LZ7d75V18UL6
Explanation:
The image fits perfectly with the idea behind the title "Make gender equality a value, not a priority." So, instead of just prioritising gender equality when it's trending or when it's politically correct, we should make it a core value. The use of gender symbols connected by an equal sign on a chalkboard background is a direct visual representation of this goal. It conveys the message that regardless of gender, there should be equality and balance in rights, opportunities, and treatment. The design principles evident in this image include repetition reinforcing the message of gender equality; emphasis, as the central placement of the equality sign draws attention to the core message of gender equality; colour contrast, with the symbols standing out against the chalkboard; and balance, with the symbols equally weighted on either side of the equal sign. This design is a clear, impactful statement that gender equality is not just a priority but a fundamental value that should be ingrained in society.
Feedbacks:
Mr. Charles let me write more about the design insights rather than the thoughts of image. At first I explained this photo from beginning to end and added my own thoughts to it, but I found that this is not what Mr. Charles wanted. After I learned from it, I only understand that Mr Charles wanted us to apply the design principles and expertise we had learned from this picture instead of out our own indirect thoughts about the image.
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