Design Principles - Task 1
5.2.2024 - 20.2.2024 / Week 1 - Week 3
Tong Min Xuan / 0362744
Design Principles / Bachelor of Design (Hons) in Creative Media / The Design School
Task 1
LECTURES
INTRODUCTION
ELEMENT OF DESIGN
Point
A point, the simplest element of design, evolves into a line when used
repetitively. As the point moves in space, it gives rise to the creation
of various 2D & 3D figures and forms.
Line
Lines, whether active or static, convey various qualities such as direction, shape boundaries, volumes, motion, and emotion. They can be grouped to depict light and shadow qualities, as well as form patterns and textures.
Line
Lines, whether active or static, convey various qualities such as direction, shape boundaries, volumes, motion, and emotion. They can be grouped to depict light and shadow qualities, as well as form patterns and textures.
Shape
Shape refers to the space within an outline, visible when lines enclose
an area or when there's a change in value, color, or texture. Shapes can
be GEOMETRIC (precise and regular, like circles and squares) or
ORGANIC.
Form
Form is the 3D counterpart to 2D shape. When a form encloses space, it is referred to as VOLUME.
Texture
Texture in design refers to the tactile qualities of surfaces or their
visual representation, experienced through touch or visual suggestion.
Two types include ACTUAL (touched) and SIMULATED (created to look like
real texture).
Space is the undefined, surrounding emptiness in our environment. In
visual arts, we see the surface space at once, defined by its edges.
Despite these boundaries, countless spatial qualities can be suggested
within.
In three-dimensional space: Outside ⇾ Mass; Inside ⇾
Volume.
Colour
- Hue, Value (lightness/darkness), Intensity (purity of a hue)
- Monochromatic (single hue), Analogous (same pure hue), Complementary (opposite)
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
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| Fig 1.0 Gestalt Theory |
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.
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.
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.
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.
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.
TOPIC 2 - Emphasis & 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.
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| Fig 1.1 Emphasis |
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
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| Fig 1.2 Repetition |
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.
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| Fig 1.3 Movement |
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
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| Fig 1.4 |
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
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| Fig 1.5 Symbol |
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
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| Fig 1.6 Visual Analysis |
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
For the topic is United
Nations’ Sustainable Development Goals (UNSDG) , so I have a research
on what is UNSDG ?
UNSDG stands for United Nations’ Sustainable Development Goals. The
Sustainable Development Goals are a set of 17 global goals established by
the United Nations in 2015. These goals are part of the 2030 Agenda for
Sustainable Development, which is a plan of action aimed at ending
poverty, protecting the planet, and ensuring peace and prosperity for all
people by the year 2030.
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|
Fig 1.7 UNSDG Goals |
CHOSEN ARTWORK
Title - Consumables
UNSDG Goal chosen - 13 Climate Action
Creator - Wu Liang
Date Created - 2023 September
Source Link - http://xhslink.com/kvHotC
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|
Fig 1.8 Chosen Artwork - Consumables |
I chose this poster because it corresponds to SDG 13: Climate Action.
Plastic production and consumption accounts for a large percentage of
global greenhouse gas emissions because plastics are mostly made from
fossil fuels and require a lot of energy The second point is that
reducing our dependence on plastics and increasing the use of
renewable and biodegradable materials can help mitigate climate
change.
This poster conveys the message of climate action, one of the United
Nations Sustainable Development Goals, in a creative and impactful
way. It uses visual elements such as contrast, emphasis and
symbolism to attract attention and evoke emotion. It also raises
awareness of the problem of plastic pollution and its impact on the
environment and human health. The poster also looks interesting and
represents the fact that we are using the earth's resources to
crochet plastic
REFLECTIONS
The significance of design concepts has been clear to me through Task 1 and the lectures. An artistic creation is composed of points, lines, and shapes. To do better work in the future, I need to get a deeper understanding of these fundamentals. An inability to understand design principles makes it challenging for a designer to come up with a composition that would draw in onlookers. Examining the nuances of design principles and how they are applied in visual communication was made possible by Task 1. I have a greater understanding of how composition, balance, lines, and contrast work together to create visually appealing narratives as a result of this composition's examination. I'm excited to use these insights in my own design work going future
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