Design Principles | Task 1 : Exploration
03.02.25 - 17.02.25 / week 1 - week 3
Subhana Salim / 0375936
Design Principles/ Bachelor's of Design (Honours) in Creative Media / Taylor's University
Task 1 : Exploration
Subhana Salim / 0375936
Design Principles/ Bachelor's of Design (Honours) in Creative Media / Taylor's University
Task 1 : Exploration
TABLE OF CONTENTS
1. Instructions
2. Lectures
3. Task 1
4. Feedback
INSTRUCTIONS
Task 1 : Exploration
This tasks requires to describe the principles of design and provide
suitable examples to demonstrate your understanding of each. We are
also required to select an art/design of our choice and provide a
write up of 150-200 words detailing why we chose it and the design
principles observed.
LECTURES
Lecture 0 :- Introduction
1. Visual Communication :- Refers to the
utilizing of design to convey purposeful messages to a target
audience. There are two aspects to visual communication :- a)
Elements of Design b) Principles of Design
2. Elements of Design :- Refers to the individual
building blocks of design. Includes the following :-
a. Point - Point or dot is simplest element of
design. It is also used to repeatedly to imply a line.
b. Line - Lines are used to indicate direction,
define boundaries, imply volume or mass, or suggest motion or
emotion. Lines are also grouped together to depict light/shadow,
form patterns and textures.
c. Shape - Shape is the expanse withing the
outline of 2d are or 3d object. It can be of two types a)
geometric : which is precise and regular such as circles,
squares, triangles, etc. b) organic : irregular, curved, and
more relaxed than geometric shapes.
d. Form - 2d is referred to as area, and 3d is
referred to as form. The enclosed space within form is referred
to as volume.
e. Texture - Texture refers to the tactile
qualities of surfaces or to its visual representation. Textures
can be actual (experienced by touch) or simulated & implied
(created to look like the real texture).
f. Space - Refers to the empty area or around us.
In 2d area space is defined through its edges. In 3d space we
experience it in relation to our positions to other people,
objects surfaces and voids at various distances from ourselves.
In graphic design, space refers to the area a shape or form
occupies. Shape can be positive (filled space) or negative
(empty space).
g. Color - Color is the light wavelengths that
the human eye receives and processes from a reflected source.
Hue refers for the colors of the spectrum e.g.:- yellow and
green. Value refers to the lightness or darkness of a hue. White
pigment added to a hue produces a tint. Black pigment added to a
hue creates a shade. Grey pigment added to a hue creates a tone.
Intensity/Saturation/Chroma refers to the purity of a hue. Pure
hue is the most intense form of a given color.
3. Principles of Design :- Refers to the
organizational fundamentals that resulted from or guides the
arrangement of the elements. Includes contrast, balance,
emphasis, rule of thirds, repetition/pattern/rhythm, movement,
hierarchy, alignment, harmony, unity, proportion.
Lecture 1 :- Contrast and Gestalt Theory
1. Contrast :- Refers to the juxtaposition of strongly dissimilar
elements
2. Gestalt Theory :- It claims that the human brain is wired to see pattern,
logic, structure. The 'Gestalt' refers to 'shape' or
'form' in German.
3. Gestalt Principles :- Refers to the laws or rules that describes how the human eye
perceives visual elements. There are 6 principles which are as
follows:-
a) Principle of Similarity - According to this
principle, the brain tends to craft a link between elements of
similar nature in a design.
b) Principle of Continuation - According to this
principle,, the human eye prefers to see a continuous flow of
visual elements rather than separated objects.
c) Principle of Closure - According to this
principle, the human eye prefers to see complete shapes. When
the visual elements are not complete, we tend to fill in the
missing information.
d) Principle of Proximity - According to this
principle, the human eye perceives elements place close together
to be part of a group or connected.
e) Principle of Figure/Ground - According to this
principle, objects are either perceived as being in the
foreground (known as the figure) or the background (known as the
ground).
f) Law of Symmetry and Order - This law states
that elements that are symmetrical to each other ten to be
perceived as a unified group.
Lecture 2 :- Balance and Emphasis
1. Balance :- Refers to the distribution of visual weight in a work of
design. Balance can be symmetrical or asymmetrical.
a) Symmetrical Balance - Refers to the equal
arrangement of elements on either side of the central axis
(horizontal or vertical). Radial balance refers to the equal
arrangements of visual elements around a central point.
Approximate symmetry is when the elements are equivalent but not
identical forms arranged around the fulcrum line.
a) Asymmetrical Balance - Refers to unequal visual
weight on each side of the composition. Usually one side may
contain a dominant elements which is balanced by couple lesser
focal points on the other side.
2. Emphasis :- It is used to create a dominance and focus in a design work.
Elements such as color, shapes, value are used to achieve
dominance.
3. Golden Ratio :- (Also known as 'Phi')It is a mathematical concept that comes
from the Fibonacci sequence. It is a naturally occurring
sequence of numbers that can be found everywhere in nature.
Golden ratio is the representative of perfect beauty. It is used
by designers to establish harmony, balance and structure in
one's work.
4. Rule of Thirds :- It is a compositional guide to create dynamism in design
work. The image is evenly divided into thirds, horizontally and
vertically, and the subject of the image is placed at the
intersection of those dividing lines or on the dividing lines
themselves.
Lecture 3 :- Repetition and Movement
1. Repetition :- Repetition of elements in a design creates rhythm and
pattern within the work. Variety is the opposite of repetition.
It is the change or slight difference in elements and objects in
composition in order to avoid monotony.
2. Movement :- Refers to the way leads the eye through a
composition of a design. It also refers to the indication
movement of objects in a visual image. Movement can be indicated
through shapes, forms, lines or curves.
3. Hierarchy :- Refers to the structure of the visual elements in a
design or composition. Visual hierarchy directs viewers to the
most important information first.
4. Alignment :- Refers to placements of the in a way the edges line up
along common rows or columns, or their bodies along a common
center. It can help with the sense of unity, cohesion, perceived
stability of the design or composition.
Lecture 4 :- Harmony and Unity
1. Harmony :- Harmony is the sense that all of the elements of your design
relate or complement each other. Harmony and Unity are similar
concepts but not the same.
2. Unity :- Unity occurs when the elements fits with the overall concept
of the design. Harmony and Unity are similar concepts but not
the same.
3. Scale :- It refers to the size and dimension of figures and forms
relative to a specific unit of measure. Scale can be determined
either by actual measurements or by visual estimates based on
comparison.
4. Proportion :- (also known as ratio) It refers to relationship between two
or more elements in a composition and how they compare to one
another with respect to size, color, quantity, degree, setting,
etc.
Lecture 5:- Symbol, Word & Image
1. Symbol :- Refers to signs, shapes or object that is used to
represent something. There are 3 types of graphic symbols
:-
a) Pictorial symbols - refers to image related
and simplified pictures. They have the closest accuracy to the
actual object. Used in diagrams or other educational
materials
b) Abstract symbol - abstract symbols may
look like the object they represent but contains much less
details compared to pictorial symbols. Used to create logos
for brands or companies.
c) Arbitrary symbol - It doesn't have any
resemblance to the objects or ideas they represent. They
are invented with the meaning constructed. Therefore we
have to learn arbitrary symbols.
2. Word & Image :- Imagery is a vital part of design. It is essential that a
designer uses images that is relevant or related to the
message of the design. Typography is equally essential. The
suitable typeface and strategic positioning of the type will
result in visual hierarchy and balance in a work of a
design.
Lecture 6 :- Visual Analysis
1. Visual Analysis :- It is a method of understanding design that focuses on the
visual elements and principles. It gives importance to both
the choices that a designer makes in creating the design as
well as better understand how the formal properties of a
design communicate ideas, content or meaning. There are 3
phases to Visual Analysis -
a) Phase 1 : Observation - It means closely
looking at and identifying the visual elements of a design,
trying to describe them accurately and carefully in your own
words. This is done without any prior research and focused
solely on the person's common sense knowledge.
b) Phase 2 : Analysis - Here you think about
your observations and make statements about the work. In this
phase, we look into how the specific visual elements of the
design follows the design principles and its effect on the
viewers.
c) Phase 3 : Interpretation - This the final
phase of visual analysis. Here we use support our
observations, descriptions and analysis of the work with facts
and evidence. We also look into the historical and cultural
context in which the design was created. The main purpose of
this phase is to understand the meaning of the design and the
purpose for its creation.
TASK 1
Part 1
In the first part of the assignment we are required to
describe the following design principles a provide suitable
examples to each.
1. Gestalt Theory :-
Gestalt theory states that specific rules the human brain
perceives elements. The human tend to simplify complex figures
into simple shapes. It also has a tendency to perceive shapes
as single united form than as separate parts. The word
'Gestalt' means to 'shape' or 'form' in German. Gestalt
theory consists of 6 principles :- Similarity, Continuation,
Closure, Proximity, Figure/Ground, Symmetry &
Order.
EXAMPLE :
Credit source : 'David and Saul' by Julius Kronberg
(1885)
The image above is a good example of the application of the
Gestalt principles. Here we can clearly distinguish the two
main figures 'David' and 'Saul' from the background of the
piece, which is also referred to as 'Principle of
Figure/Ground'. In accordance with the Principle of
continuity, our eyes our led continuously between the two
figures along the direction of the harp.
2. Contrast :-
Contrast is the incorporation of strongly dissimilar or
opposite elements in a composition. Contrast is often used to
add visual interest or emphasize a point. We can incorporate
contrast by using complementary colors, using straight lines
with curves, pushing shadows and highlights of a piece,
etc.
EXAMPLE :
Credit source : Cover art for 'Fuelled' Short Film by
KilledtheCatproductions (@killedthecatproductions)
(2021)
The Cover Art above utilize contrast to portray the mood of
the piece. The dark blue background, allows the bright red
color as well as the color of the cat's eyes to stand out in
the piece. Here the dark blue color acts as shadow and the
bright red color acts as light source. The bright red color
also carves out the silhouette of the cat. The text
'Fuelled' also stands out as it is a bright white
color.
3. Emphasis :-
Emphasis refers to the process to displaying an element to be
the main focus of the design or composition. We use various
elements of design such as color, shape, value to achieve
emphasis. Good design often has a focal point that is
immediately identified by the viewer.
EXAMPLE :
Credit source : Cover art for 'Catechism' webcomic by Emily
Xu (@emilyamiao) (2023)
The artist here uses the design principle 'emphasis' to
make the character stand out in the scene. Firstly the
artist uses complementary colors - blue and orange, The
main character having shades of red and oranges while
the background characters made up of blues and greens.
All the other people in the scene have their heads
turned away expect the one character, whose face is
facing us. The focus point has more colors and detailed
shading applied to him, unlike the color variety and
shading on everyone else.
4. Balance :-
Balance refers to the distribution of weight of the visual
elements in a composition or design. Balance can be
symmetrical or asymmetrical. Symmetrical balance refers to the
equal weight on equal sides of a centrally place fulcrum.
Asymmetrical balance is when there is unequal visual weight.
In this type usually there is dominant element on one side and
this is balanced by couple less focal element on the other
side. Asymmetrical balance helps with making the composition
complex and diverse.
EXAMPLE :
Credit source : Art by Claire Seckler (@claire_vik_seckler)
(2023)
This artwork uses Asymmetrical Balance to place the
emphasis on the Seated person on the right. The main
character is incorporated of bright colors as well as take
up majority of the space on the left side of the image. This
is countered by the empty space on the right side of the
image. The perspective lines of the tiled floor leads our
eyes towards the focal point as well. Even the incorporation
of colors contribute to the asymmetrical balance of the
piece where the right side, consists of desaturated dark
blues and the left side has more color variety with the
incorporations of yellows, oranges, reds and
blues.
5. Repetition :-
Repetition of elements in a design creates rhythm and pattern
within the work. It helps in tying the designing elements
together as well as create visual excitement. It is also
important to include variety along with repetition to prevent
monotony in your design work.
EXAMPLE :
Credit source : '9 to 5' by Karen Vidals
(@unlicensedkarebear) (2022)
The artwork here, uses repetition to symbolize the rigidity
and monotony of the average 9 to 5 office job . We see the
repetition of the same identical pig figure, dressed
in a white shirt and tie sitting in square like cubicles
throughout the piece. This gives a pattern like effect which
further leads to the impression of monotony, rigidity and
uniformity. There are also several cubicles which are cut
off from the borders of the piece, which indicates that this
pattern extends beyond the borders. This uniformity is
contrasted by one different figure being the shocked frog
with the unbuttoned shirt, who seemingly is tired of this
boring, exhausting life.
6. Movement :-
Movement refers to the way the design leads the eye through
the composition. Movement also occurs when the objects in a
visual image seems to be moving. To indicate movement
designers may use shapes, lines, forms, curves, etc.
EXAMPLE :
Credit source : Fanart for Spider-Man : Into the
Spider-Verse by Gabriel Picolo (_picolo) (2018)
This particular artwork utilizes motions lines and flow to
convey movement in the piece. The pose of the main character
(being Miles Morales) displays a dynamic pose, combined with
him being positioned in the air, to show that his is
currently in motion. The tilted camera angle, perspective
and the motion lines of the spider web all help in
indicating the motion of the piece. We can also see the
secondary motion of Spider Man in the background. There is
also movement with respect to the flow of the piece, where
our eyes are guided from Miles Morales to the car to Peter
Parker to the buildings in the background.
7. Harmony & Unity :-
Harmony involves incorporating elements that share common
traits. Harmony means that all the elements of a design to fit
together. Unity is a similar term. Unity occurs when the
elements of a piece is balance and give a sense of oneness.
All the elements complement the overall theme or message of
the design.
EXAMPLE :
Credit source : Art by Christina Zhang
(@cronchy_baguette) (2024)
8. Symbol :-
Symbols are signs, shapes or objects used to represent
something or convey information. There are 3 types of
figurative symbols. Pictorial symbols are image related or
simplified picture. Abstract symbols are similar to the
objects however more simplified than pictorial symbols.
Arbitrary symbols have no resemblance to the things they
represent. The symbols and its meanings are invented by
people. We have to learn the meaning behind arbitrary
symbols.
EXAMPLE :
Credit source : Logo of 'Dream Works Animation LLC'
The image above is the official logo of Dream Works
Animation Studio. Its logo uses the imagery of the child
fishing on the moon, to emphasize the themes of dreams,
fantasy and wonder which aligns with Dream Work's identity
as an animation studio. Logo uses a simplified silhouette,
which makes it easily recognizable. The logo uses a deep
blue color, which is often associated with the color of
the night sky, which further emphasize the idea of dreams
and imagination.
9. Word & Image :-
Imagery is relevant in creating attractive and meaningful
design. It is essential that the designers use images relevant
to the concept or brand. Incorporating images that considers
historical and cultural context of the concept helps in
creating depth. Typography is another characteristic worth
taking into consideration. Suitable typeface and strategic
positioning of the type will result in visual hierarchy and
balance in a design work.
EXAMPLE :
Credit source : Cover art for 'To Be Honest' webcomic by
Alissa (@alissacolors) (2021)
This illustration is an excellent utilization of both text
and image. The text 'To Be Honest' is expressed in a bright
blue color and bold to help it stand out from the piece. The
text blends seamlessly into the illustration as it interacts
with the central character who is seen to be painting the
words. The streak of blue paint is painted over parts of the
other characters. This shows that the text is not just
separate or static but an integral and active part of the
scene. The position and actions of the side characters,
illustrates the complicated relationship each of them have
with the central character.
Part 2
In this section of the image we are required to chose a
design and create a write up of 150-200 words on why we choose
the design. We can also discuss the different design
principles the artist utilized in making the design.
1. Design chosen
Credit Source : Art by Akiya Kageichi (2015)
Title : Untitled
Artist : Akiya Kageichi
Year : 2015
Medium : Digital Art
Size : 29.7 x 42 cm
2. Why I chose the design?
I stumbled this artwork for the first time while browsing
Pinterest for inspiration. What stood out to me the most was
the artist's ability to make a chaotic yet organized piece.
I immediately researched this piece to find out that it
created by a Japanese artist, Akiya Kageichi.
Despite the chaotic nature of the piece, one silhouette of a
person at the center of the piece stands out. There is also
great care put into making the flow of the piece smooth. Our
eyes lead from the centered characters to the other elements
of the piece. Despite being several elements, none of them
feel out of place and arranged beautifully into the
composition. The artist also uses a cohesive color scheme
using mainly shades of white, yellows, blues, and black. The
elements in the piece have immense amounts of details,
despite this, the shading is done to a minimum with using
only basic gradients.
Another aspect about this piece that drew me in is trying to
interpret the message of the piece. The centered character
is tied up and is seen to make effort towards escape. We can
see that there is a person behind him trying to catch him.
There is also another man in the background pouring down a
mysterious liquid. Astrological elements (such as the sun,
stars, moon), moving hands, weighing scale, black cat, four
leaf clovers, indicate that there is some fantastical
elements involved. The two men in the background seemingly
is part of maintaining the order of power, while the
centered characters is held victim to the system and makes a
conscious effort to escape.
Akiya Kageichi style involves creating intricate artwork
that follow the principle of 'organized chaos', with good
care put into the flow and uses a limited color palette and
shading.
(299 words)
3. Design Principles Observed
a) Balance -
This composition incorporates asymmetrical balance, where
most of the visual weight is shifted towards the centered
character as he take up most space making him the focal point.
This is balanced out with smaller elements scattered around
the piece. All the different elements are well connected and
intertwined.
b) Harmony and Unity -
Despite the illustration looking packed and
filled with details, the consistent color palette(the use of
blues, purples, blacks, yellows, whites), interwoven elements,
good flow makes this piece more harmonious. Usage of repeated
elements such as hands, astrological signs (such as stars,
sun, moon), ornamental designs, flowers, etc ties the piece
together.
c) Symbol -
The artwork has several repeated elements such
as the hands, flowers, astrological signs, black cat, four
leaf clover, which could be interpreted to have a symbolic
nature. The following elements may represent magical forces of
fate or symbols of power and control.
d) Movement -
This artwork has really good flow to its piece.
The eye of viewer is lead through the piece in a snake like
pattern. The focal element is the centered character and the
viewers are directed around the other elements of the piece
such as the 2 background characters and the other non human
elements such as the cat, hands, vase, etc. The drapery of
centered character play, and his tied up hands contribute to
making smooth movement along the artwork. The interwoven
elements, curved lines, swirls, cohesive color palette also
play a role.
e) Emphasis -
Here the central figure with black hair, with
his hands tied take up most of the space in the piece. This
gradually directs our eyes on him. He seems to also hold an
incredible amount of detail as well, especially on his
clothing. His posture and expression also ties into the main
theme of the piece, which is the effort to break free from
external oppressive powers.
f) Gestalt Theory -
This illustration follows several principles of
Gestalt Theory. According to principle of similarity, there
are repeated elements and similar patterns which creates
visual unity. Some elements in the piece may seem fragmented
or incomplete, despite this our brain completes these vacant
spots with the help of principle of closure. We can justify
with the principle of continuity that our eyes move smoothly
and continuously around the elements of the piece. Using the
principle of proximity, we perceive that elements close
together to be of one group (for example we see the 2
background characters and the centered character as
interacting with each other)
FEEDBACK
Week 1 -
In week one, I was only done with the lecture notes and the
part 1 of the assignment. Mr Fauzi, approved my work and
requested that I continue with choosing an artwork for my
visual analysis.
Week 2 -
In week two. Mr. Fauzi approved my chosen artwork and visual
analysis. Since the artwork I chose didn't have a title, he
requested that I leave the name of the art as 'Untitled'.
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