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Design Principles / Task 1: Exploration

2024.02.06 - 2024.02.21 Week 1 - Week 3

Teh Ming En/0364908

Design Principles -Bachelor of Design (Honours) in Creative Media--Taylors University

Task 1: Exploration

Instruction

Lectures

Introductions
It is important to learn about and apply the elements and principles of design.

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
1. Gestalt Theory
Fig 1.1 Principle of Similarity

  • Principle of Similarity: The human eye groups, or shapes similar elements in a design even those the elements are separated.
  • Principle of Continuation: We follow the lines, paths, curves of the design and prefer to see a continuous flow of visual elements rather than separated objects.
Fig 1.2 Principle of Closure

  • Principle of Closure: Perceive a complete shape by filling in missing visual information
Fig 1.3 Principle of Figure/Ground

  • Principle of Figure/Ground: Objects are instinctively perceived as being either in the foreground or the background.
  • Principle of Proximity: Items are connected to each other and become one visual unit which helps to give structure to a layout
  • Law of Symmetry & Order: The 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.
2. Contrast 
Contrast provides visual interest, emphasises a point, and expresses content. Without contrast, the visual experience would be boring.

3. Emphasis and Dominance
Fig 1.4 Emphasis and Dominance

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. 

4. Balance 
Balance can be symmetrical or asymmetrical. 
  • Symmetrical Balance: The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance. 
    • Radial Balance: It is a form of symmetrical balance where elements within an image radiate outwards from a central point.
    • Approximate Symmetry: There is an almost equal division in the image but the elements arranged around are not the same.
  • Asymmetrical Balance: It has an unequal visual weight on each side of the composition, providing more visual variety. One side of the composition might contain a dominant element, which could be balanced by a couple or fewer focal points on the other side. 
  • The Golden Ratio: It 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.
5. Repetition- Pattern and Rhythm
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.

6. Movement
Fig 1.5 Movement

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. 
  • Hierarchy: Hierarchy is 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: Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre. It creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability. 
7. Harmony & Unity  

Fig 1.6 Harmony & Unity

  • Harmony involves the selection of elements that share a common trait. It becomes monotony without variety. Harmony is the sense that all of the elements of your design fit together.
  • Unity: Unity refers to the repetition of particular elements throughout the design (colors, shapes, or materials) to pull the look together.
8. Scale and Proportion
  • Scale: Scale is the size of one object with other objects in a design or artwork. It can be determined in two ways: actual measurement and 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. The effective use of proportion in design often results in harmony and unity.
9. Symbol 
In design, symbols 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. Pictorial Symbols are useful for educational materials as the learner can watch the almost real visual form.
  • Abstract Symbols:  Look like the objects that they represent but have fewer details.
  • Arbitrary Symbols: Arbitrary symbols have no resemblance at all to the objects or the ideas they represent. It is invented with the meaning constructed. Many are based on geometric shapes and colours. 
10. Word and Image 
Imagery is a vital part of design, be it print or digital. It is therefore important to use suitable and relevant images when designing. 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. 



Fig 2.1 Newtown Creek, Alexis Rockman, 2014, oil on wood, 68 x 108 inches, © 2014, courtesy of the artist
https://www.artworksforchange.org/portfolio/alexis-rockman/

The goal that I chose among the 17 goals in the United Nations’ Sustainable Development Goals (UNSDG) is goal 14, Life Below Water. I would choose this artwork because the painting shows that the creatures underwater are facing environmental challenges such as pollution. Human activities cause them difficulty in surviving, which can make me reflect on the importance of protecting the ocean. This aligns with UNSDG Goal 14's focus on conserving and sustainably using ocean resources for sustainable development to protect the ocean. The painting shows the effect of human activities on the ocean, prompting people to acknowledge the importance of protecting our ocean and reducing pollution. It conveyed a message that we should take action to protect our oceans immediately to prevent the tragedy from becoming a reality. The design principles that I observed in the artwork are the contrast of colour, principle of proximity, and rule of thirds.

Feedback
Week 2: I need to re-select the artwork because it is not suitable for my goal. The selected artwork needs to convey a message relevant to the goal. There should be at least three types of design principles.

Week 3: I need to become more familiar with the lectures and carefully observe the design principles in the artwork.

Reflection
This is my first time taking the Design Principles course, and I feel excited and curious about it. Before starting the course, I conducted some research on design principles. I discovered that design principles are guidelines and concepts that inform the creation of effective and engaging designs. These principles help designers make decisions and create designs that are visually appealing, functional, and communicative. Therefore, design principles are crucial when we are designing. However, I've discovered that learning design principles is not as easy as I initially thought. It requires a full understanding of the principles and familiarity to apply them effectively in design. When Mr. Zeon asked me to identify the design principles in the artwork I selected, I struggled to accurately find them and provide suitable explanations. This was mainly due to my lack of familiarity with the lecture materials, and I felt a bit frustrated about it. But I understand that encountering difficulties on the way to studying is normal, and I will learn and overcome them.

Further Reading
Picture Source:
1. Amazon.com: Optical Illusion Rubins Vase 1915 Poster Print by Science Source (36 x 24): Posters & Prints. (n.d.)https://www.amazon.com/Optical-Illusion-Rubins-Poster-Science/dp/B07BVGPKP8

2. C. (2021, December 17). Surface Pattern Design: Meet 5 Mind-Blowing Pattern Designers. Contrado Blog. 

3. Gkogka, E. (2023, November 10). Gestalt principles in UI design. - Muzli - Design Inspiration. Medium. 

4.  Keung, L. (2023, July 7). The Principles of Design. Design & Illustration Envato Tuts+. https://design.tutsplus.com/articles/the-principles-of-design--cms-33962

5. Meyer, I. (2023, July 31). Repetition in Art – What Is Repetition in Art and How Is It Used? Art in Context. https://artincontext.org/repetition-in-art/

6. P. (n.d.). framed print of Chinese Painting on canvas - Camellia and Terpsiphone Paradisi. pinkFROGnyc. 


Research about the goal:

1. Life Below Water: Why it Matters - Google Arts & Culture. (n.d.). Google Arts & Culture. https://artsandculture.google.com/story/life-below-water-why-it-matters-united-nations/owXxAQt2F4H_oQ?hl=en

Research about design principles:

1. The Elements and Principles of Design. (n.d.). Medialoot. 

2. The Principles of Art and Design. (n.d.). 

Research about artist and artworks:

1. Alexis Rockman – Art Works for Change. (n.d.). Art Works for Change. https://www.artworksforchange.org/portfolio/alexis-rockman/

2. Newtown Creek - Alexis Rockman - Google Arts & Culture. (n.d.). Google Arts & Culture. https://artsandculture.google.com/asset/newtown-creek-alexis-rockman/AQGpm5vZIEKkoA?hl=en

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