Design Principles Task 1: Exploration
| Tang Chin Ting [ 0366473 ]
| 06.02.2024 - 21.02.2024 (WEEK 1-WEEK 3)
| Design Principles / Bachelor of Design in Creative Media
| Task 1: Exploration
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INSTRUCTIONS
LECTURES
Lecture Videos Week 1:
- Introduction to Elements & Principles of Design
The term "visual communication" is the way a designer communicates their objectives to their target audience. As a result, the design needs to be planned perfectly and performed. To build a design, first and foremost, understand and put to use the elements and principles of design.
Elements of Design:
" Point | Line | Shape | Form | Texture | Space | Colour "
Figure 1.1 Elements of Design
Principles of Design:
- Gestalt History
- Contrast
- Emphasis
- Balance
- Repetition
- Movement
- Harmony & Unity
- Symbol
- Word & Image
Topic 1: Contrast & Gestalt Theory
Contrast
Contrast is the juxtaposition of strongly dissimilar elements. Design include element of contrast can provide interesting visual, express a point and content. Design without contrast, it will be dull.
Figure 1.2 Contrast
Contrast of shapes and colour: In this picture, we can found out that the variety of shapes between cabinet and sofa. The other point is the yellow sofa is putting in front of white background.
Figure 1.3 Contrast
Lighting also can create strong contrast in photography. For this example, it is a strongly contrast between the figure on the right against the white sky and the top of the sunshine.
Gestalt Theory
- "Gestalt Theory" refers to 'shape' and 'form' in German which are the rules that describe how the human eyes perceives visual elements. The aim of this principle is how to show a chaotic scenes can be reduce to simple shapes.
- Beside of that, gestalt theory also aim to explain how the eyes perceive the shapes as a single, united form rather than separate simpler elements involved.
Figure 1.4 Gestalt Theory
- Principle of similarity:
- The human eye tend to perceive similar elements in a design as a complete picture, shape, or group. Even if those elements are separated.
- The brains seems to craft a link between elements of a similar nature.
- Principle of continuation:
- The human eye follows the path, lines and curves of a design, and prefer to see a continuous flow of visual elements rather than separated object.
- Principle of closure:
- The human eye prefer to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
- Principle of proximity:
- The process of ensuring related design elements are placed together. Any unrelated item, should be space apart. Close proximity means that items are connected to each other and become one usual unit helps to give structure to a layout.
- 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).
- 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."
Figure 1.5 Law of symmetry & order
Topic 2: Balance & Emphasis
What is Balance?
- Balance refer to the distribution of visual weight in design. It is the visual equilibrium of the elements that cause the total image to appear balance. It can be symmetrical and asymmetrical.
Figure 1.6 Balance
Symmetrical Balance
- In order to achieve balance, symmetry entails having equal "weight" on both sides of a central fulcrum. This can be radial, with elements placed around a central point, or bilateral, with pieces spread equally along a centre axis. Similar but separate shapes have been placed around the central line to provide approximate symmetry while maintaining balance.
Figure 1.7 Symmetrical Balance
Asymmetrical Balance
- Asymmetrical balance occurs when you have different visual images on either side of a design, and yet the image still seems balanced. To be considered asymmetrical, a design needs to have unequal visual weight on either side, but those unequal visuals need to balance each other.
Figure 1.8 Asymmetrical Balance
- The golden ratio, also known as the golden number, golden proportion or the divine proportion, is a ratio between two numbers that equals approximately 1.618. Usually written as the Greek letter phi, it is strongly associated with the Fibonacci sequence, a series of numbers wherein each number is added to the last. The Fibonacci numbers are 0, 1, 1, 2, 3, 5, 8, 13, 21 and so on, with the ratio of each number and the previous number gradually approaching 1.618 or phi.
Figure 1.9 The Golden Ratio
- 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.
Figure 1.10 Rules of Third
- 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.
Figure 1.11 Emphasis and Dominance
Topic 3: Repetition & Movement
Repetition (Pattern & Rhythm)
- Repetition can make a design seem active. Repetition elements of design create pattern and rhythm within the work. Variety is essential to keep rhythm exciting and active, and to avoid monotony. Pattern increases visual excitement by enriching surface interest.
Figure 1.12 Repetition (Pattern & Rhythm)
Movement
- Movement is the principle of design used to give artists the ability to lead a viewer’s eyes around an art piece. For instance, artists will create pathways within their artwork so that a viewer will automatically look at a piece in a certain direction. Movement is also used to show physical action on a still image, such as showing an action scene, a character running away, dancing, or fighting another character.
Figure 1.13 Movement
- Hierarchy is the control of visual information in an arrangement or presentation to imply importance. Hierarchy influences the order in which the human eye perceives what it sees. It can be use to "add structure, create visual organisation, create direction, add emphasis and help viewer navigate and digest information easily."
Figure 1.14 Hierarchy
- 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. Besides, also be a powerful means of leading a person through a design.
Figure 1.15 Alignment
Topic 4: Harmony & Unity
Harmony
- Harmony involves the selection of elements that share a common trait, it becomes monotony without variety. It is the sense that all of the elements of your design fit together and in the same theme, aesthetic style or mood.
Figure 1.16 Harmony
- Unity is to create elements that support each other and all work together toward a common goal. It’s about avoiding mixed messages. Your design elements should look like they belong together and not be arbitrarily placed on the page. There are two kind of unity we concern with visual unity & conceptual unity.
Figure 1.17 Unity
- Scale is the size of one object in relation to other object in a design. It refers to the size and dimension of figure and form relative to a specific unit of measure. It can be determine in two ways:
Actual measurement
Figure 1.18 Actual Measurement
Visual estimates based on comparison
Figure 1.19 Visual Estimates based on Comparison
Scale (cont'd)
- Architectural drawings and scale models are examples of the applied use of scale. Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.
Figure 1.20 Scare (cont'd)
- 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. It said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
Figure 1.21 Proportion
Topic 5: Simbol, Word & Image
Simbol
- Simbol is a sign, shape or object that is use to represent something. It can provide information, equivalent to one or more sentences of text, or even though a story in design.
Figure 1.22 Symbols
Pictorial Symbols (Image-related or simplified image)
Figure 1.23 Pictorial Symbols
Abstract Symbols (Object represented but have less details)
Figure 1.24 Abstract Symbols
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.
Figure 1.25 Arbitrary Symbols
- 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.
Figure 1.26 Word
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. It is therefore important to use suitable and relevant images when designing.
Figure 1.27 Image
SUBMISSION
Task 1: Exploration
Instruction: We must select a goal from the United Sustainable Development Goals (UNSDG) for this task. Next, choose an existing piece of art or design that relates to the chosen purpose. The outline of the design or artistic effort should also be included. Including the title of the artwork or design, the name of the creator, the year, the size, the media, and the source link. For the last section, identify the principles you observed in the artwork and design and explain why you chose it about the UNSDG.
Figure 2.1 UNSDG Goals
Figure 2.2 Goals of Gender Equality & women power
I have chosen the 5th goal which is Gender Equality. After that, I start to search for some art/design on the Internet. I have gone through several platforms that had to gather the artwork that was created by different styles of designers. But I still have no choice for this section.
Figure 2.3 Research
Figure 2.4 Research
I would like to search for information using another platform like “ Red Booklet ”. I found out that there is an art exhibition held by a Scottish artist called Caroline Walker. This exhibition titled “Observed Women” is held in Shanghai, China. It started from 8th November 2022 until 12th February 2023.
Figure 2.5 Art Exhibition "Observed Women"
Figure 2.6 Art Exhibition "Observed Women"
I will pick the three artwork of her design as an example for this section.
'Early Days' 2022 (@CAROLINEWALKERARTIST)
'Giorgia' 2021 (@CAROLINEWALKERARTIST)
'Night Feed' 2022 (@CAROLINEWALKERARTIST)
I will choose this oil painting to do the last step, which is list the design principles that can observe in this design.
Figure 2.10 "Night Feed" by Caroline Walker
Explanation: The 5th UNSD goal is to achieve gender equality and empower all girls and women. The power of women can be represented in any way. But I think it is manifest strongly after turning their identity to a mother. This artwork shows a woman's everyday life after becoming a mother. They need to endure the pain of being pregnant and face constant morning sickness. After childbirth, they have to put up with the weeping of the baby and body dysmorphic disorder. Nowadays, there are quite a large number of moms suffering from postpartum depression. As mothers are great, they sacrifice their whole lives to raise a kid, including their opportunity for freedom and a job. Therefore, I believe that the most apparent way for a girl or woman to demonstrate their empowerment is by being a mother.
Principle of Design:
- Emphasis
- Unity
- Contrast
Emphasis
- The main characters, the baby are placed in the centre.
Figure 2.11 Principle of Emphasis
Unity
- Similar or limited color palettes create simplicity in art.
Figure 2.12 Principle of Unity
Figure 2.13 Principle of Unity
Contrast
- This principle utilise the interplay of light and dark to create dynamic visual impact.
Figure 2.14 Principle of Contrast
FEEDBACK
Week 1: CNY Holidays
Week 2: Our lecturer, Mr. Zeon says that the piece of art I chose is really nice. It has a lot to do with what goals I choose, and I know what I'm doing. However, I must identify at least three principles that the artwork conforms to. If not, I need to change another piece of art.
Week 3: After taking into my explanation, Mr. Zeon stated that it was not enough good. Not sufficient information to explain how this artwork relates to my goal. I have to write more sentences explaining how this piece of art relates to the goal that I have selected.
REFLECTION
I'm quite happy to be taking this course. As this is my first assignment with "Design Principle", I have come across a great deal of new information. Following Ms. Jin Chi's presentation, I begin to analyze and observe the design principles found in each piece of art I come across while completing my study. Besides, gestalt history, contrast, emphasis, balance, repetition, movement, harmony and unity, symbol, word, and image are the eight design principles. This taught me that all artwork must adhere to design principles and cannot be created randomly. If not, it will affect the artwork's beauty and convey the incorrect message to the viewers. This is a pretty important task that makes us think about the UNSDG. Lead us in producing artwork that is related to our goal and makes our design more inclusive of global development.
FURTHER READING
Reference List:
1. Anna. (2023a, February 6). What is Balance in Art? (4 Types, Examples and Tips). YourArtPath.
2. Anna. (2023a, February 11). What is Unity in art? 5 Ways to Use it + Examples. YourArtPath.
3. Anna. (2023, February 15). What is Emphasis in art? 6 Ways to Use it + Examples. YourArtPath.
4. Anna. (2023b, March 31). What is Contrast in Art? 4 Types, Examples, Definition. YourArtPath.
5. Caroline Walker. (n.d.). Stephen Friedman Gallery.
6. Caroline Walker, Early Days, 2022. (n.d.). Stephen Friedman Gallery. Retrieved February 23, 2024, from
7. Caroline Walker, Giorgia, 2021. (n.d.). GRIMM. Retrieved February 23, 2024, from
8. Caroline Walker, Night Feed I, 2022. (n.d.). Stephen Friedman Gallery. Retrieved February 24, 2024, from
9. Solo exhibition: Caroline Walker “Women Observed” at K11 Museum, Shanghai. (2022, November 8). GRIMM.
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