Design Principles GCD60804 - TASK 1 (Exploration)
03/02/2025 - 17/02/2025 (Week 1 - Week 3)
Aveline Kristie / 0372310
Design Principles / Bachelor of Design (Honours) in Creative Media / School of Design
Task 1: Exploration
TABLE OF CONTENTS
1. INSTRUCTIONS
2. LECTURES
Introduction
Visual Communication uses design to convey meaningful messages to a target audience. To be effective, the design must be well planned and incorporate the elements and principles of design.
A. Elements of Design (Individual building blocks):
1. Point
A point is the simplest design element. Repeated points form lines, and moving points create shapes and forms.
2. Line
- Lines can be active, static, aggressive, passive, sensual, or mechanical.
- They define directions, boundaries, motion, and emotion, also create patterns and textures.
3. Shape
- Shape is the area within a two dimensional outline or a three dimensional object.
- Becomes visible when lines enclose an area or through changes in value, colour, or texture.
- Geometric Shapes: Precise, regular shapes like circles, squares, and triangles.
- Organic Shapes: Irregular, freeform shapes inspired by nature.
4. Form
- Shape is two dimensional, while form is three dimensional.
- When form encloses space, it's called volume.
- Form is key in sculpture and architecture, while in 2D media, it must be implied.
5. Texture
- Texture in design refers to the tactile qualities of surfaces or their visual representation.
- Actual texture can be felt by touch, while simulated (implied) texture is visually created to resemble real texture.
6. Space
- Space in design refers to the area around shapes, either filled (positive) or empty (negative).
- Depth and 3D illusions can be created through overlapping, size variation, placement, and perspective.
7. Colour
- Colour is the result of light reflected or transmitted through surfaces.
- Value refers to lightness or darkness (tint, tone, shade).
- Intensity is the purity of a colour.
- Colour schemes create harmony, including:
- Monochromatic: Variations of one hue.
- Analogous: Colours next to each other.
- Complementary: Opposite colours on the colour wheel.
B. Principles of Design (Guides the arrangement of design elements):
1. Gestalt Theory
Gestalt principles explain how the human brain organizes visual elements, simplifying complex images into recognizable patterns and unified forms. The word "Gestalt" means "shape" or "form" in German.
- Principle of Similarity: The human brain groups similar elements as a whole, even when separated.
- Principle of Continuation: The eye naturally follows lines and curves, preferring a smooth, continuous flow over disconnected elements.
- Principle of Closure: The eye perceives incomplete shapes as whole by mentally filling in gaps.
- Principle of Proximity: Grouping related elements together creates structure and shows their connection.
- Principle of Figure/Ground: Objects are instinctively seen as either in the foreground (figure) or background (ground).
- Law of Symmetry & Order: Symmetrical elements are seen as a unified group, like the law of similarity, where symmetry encourages grouping.
- Law of Uniform Connectedness: When we perceive connections between separate objects, like predicting an image in a "connect the dots" puzzle.
- Law of Prägnanz: It states that people tend to perceive complex objects as simplified forms to easily recognize and understand them.
- Law of Common fate: When elements move together, humans naturally perceive them as a group, as we tend to associate objects that share a common motion.
- Principle of Closure: The image above shows multiple hands arranged with a gap in the centre. The human brain naturally fills in the missing space, perceiving it as the shape of a running person.
- Principle of Proximity: The similar shapes of the hands lead the human brain to group them together, forming a unified structure.
- Principle of Figure/Ground: The image above demonstrates the figure/ground principle, as it can be seen as both a group of hands and a running person.
- Law of Prägnanz: Since the hands appear complex, the human brain simplifies the image to make it easier to understand.
- Principle of Similarity: The picture above applies the principle of similarity based on the sizes of the objects. Human brain groups them together, creating a single, unified artwork.
- Law of Uniform Connectedness: Since the art above is made of small, separate objects, the human brain connects them together to predict the image.
- Principle of Continuation: The red waves on the poster above create a continuous flow that guides the eye from the top to the figure below.
- Law of Common fate: The waves on the poster above move together toward the person, showing a shared direction.
2. Contrast
Contrast occurs when different elements (colour, shape, size, texture) are placed next to each other to make them stand out.
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Why Contrast Matters: Without contrast, designs appear monotonous and unappealing.
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How Contrast Enhances Design:
- Creates Visual Interest: Adds excitement and engagement to designs.
- Draws Attention: Emphasizes key details or focal points.
- Communicates Meaning: Strong contrast can clearly express emotions, ideas, or messages.
3. Emphasis
Emphasis is used to highlight and create focus in a design. It can be achieved through elements like colour, shape, or value to establish dominance.
4. Balance
- Symmetrical Balance: Equal elements on either side of a centre or arranged around a central point.
- Asymmetrical Balance: Unequal elements that still feel balanced, creating a dynamic and energetic design.
- Golden Ratio: A mathematical ratio (1.618) found in nature, used in design to create balance and harmony.
- Rule of Thirds: A composition guideline where an image is divided into thirds, and key elements are placed along the lines or at their intersections for a more interesting design.
5. Repetition
Repetition creates rhythm and makes a design feel active. Adding variety keeps it engaging and prevents monotony, while patterns enhance visual interest.
6. Movement
Movement in design guides the eye through a composition. It is created using shapes, forms, lines, and curves to make elements appear in motion.
- Hierarchy: Organizes content to prioritize important information and guide the viewer.
- Alignment: Arranges elements for unity, stability, and effective navigation.
7. Harmony & Unity
- Harmony: it is achieved by selecting elements with a common trait, creating a cohesive design. Without variety, harmony can become monotonous.
- Unity: it is the repetition of elements to create balance, cohesion, and a strong theme in design. It is distinct from harmony.
- Scale: Refers to the size of one object in relation to others. It is used in architectural drawings, models, and to create visual impact through size differences.
- Proportion: Describes the size relationship between parts of the same object. When balanced, it creates harmony and unity in design.
8. Symbol
A symbol represents something else and can convey information or a story.
- Pictorial Symbols: Simplified images of objects.
- Abstract Symbols: Resemble objects but with fewer details.
- Arbitrary Symbols: No visual resemblance to their meaning, requiring learning to understand.
9. Word and Image
- Imagery: Essential in design, it helps users connect with a concept or brand. Choosing relevant images and well placed text enhances meaning and balance.
- Typography: The art of arranging text to convey a message effectively.
I chose this poster because it sends a strong moral message about plastic pollution in marine life. The picture of turtles turning into plastics highlight the harm caused by human neglect. The text, "It is time to rethink everything," urges change, especially in reducing plastic use.
The poster uses design principles like principle of similarity by grouping related elements. Then, figure/ground is applied where the turtles transform into plastics. The contrast of colours between the black and white makes the design stand out, while the red border adds intensity. The symmetrical arrangement creates balance, and the repetition of turtles and plastics emphasizes the gradual change. Symbolism is key, with turtles representing nature and plastics representing pollution, showing the harmful impact of waste on wildlife. The combined image and word stress the urgency of the message.
3. FEEDBACK
Week 2: Ms. Jinchi suggested that I provide more examples for each of the Gestalt Theory and Harmony & Unity. She also mentioned that I need to be consistent in using terms such as "applications" or "explanations" in each description. Moreover, I was advised to simplify the explanation for the chosen artwork, as it was too long.
Week 3: Ms. Jinchi said that everything is already good. I only need to capitalize the word "Fig" in each sentence of "Applications for Fig...". My figure example of harmony can also be an example of unity in colours too. After finishing this task, Ms. Jinchi said that I can begin to work on the next task.
4. REFLECTION
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