Design Principles -TASK 1 (Exploration)

on

  Feb. 3,2025


QIULIHUA/0365036


Bachelors Degree-Design Principles / Bachelor of Design (Honours)in Creative Media


Task 1- Bachelors Degree-Design Principles

LIST

LECTURES

INSTRUCTIONS 

TASK 1

FEEDBACK

LECTURES

Introductions :

  • Elements of Design
  • Principles of Design  

Visual communication is about utilising design to convey purposeful messages to a 

target audience. As such, the design must be well thought-out and executed. To 

achieve effective communication through design, it is important to learn about and 

apply the elements and principles of design.

ELEMENTS OF DESIGN 

  • Point :A point in itself is an abstract object which is not tangible(seen or be felt).

  • Line：A line is formed by connecting two points at different coordinates. This is said to be a line with two endpoints.

  • Shape：The shape is a 2D area bounded by one or more lines.

  • Form：The exterior of an object gives it form. A form is a three-dimensional object with measurable width, breadth, and height. 
There are three types of form:
  1. Geometric forms: Forms based on mathematics. A combination of points, lines, and surfaces creates geometric forms.
  2. Organic forms: Forms that are created or derived from living organisms.
  3. Random forms: Abstract shapes create random forms.
  • Texture：A texture is a tangible(that can be seen or felt) property of a surface.
 
  • Space：The area around any object in a composition is space. 

  • Colour：Only a part of the light spectrum reflects when light falls on a surface. The part which reaches our eyes is perceived as the color of the object.
Fig 1.0 Example of Gestalt Theory (Source : here)


 PRINCIPLES OF DESIGN

  •  Contrast 
  • Balance and Alignment:
  • Emphasis:The focus of the design and the order of importance of each element in the design.
Fig 1.0 Example of Emphasis (Source : here)


INSTRUCTION

TASK 1

 1.Describe each of the design principles listed below and selectsuitable design examples to demonstrate your understanding(Gestalt theory,Contrast,Emphasis,Balance,Repetition,Movement,Harmony & Unity,Symbol,Word and lmage)

2. Choose a piece of art/design that sparks your interest.

3. Upload an image of the art/design work in the Task 1 blog (JPEG file, minimum A4 size, 300dpi).

4. Underneath the image, include a signature line for the artwork/design (title of artwork/artist/designer, year of work, size, medium and source).

5. in the blog post for Task 1, explain in approximately 150-200 words why you chose that artwork/design piece.

The Design Principles

1.Gestalt theory

Gestalt principles are principles/laws of human perception that describe how humans group similar elements, recognise patterns and simplify complex images when perceiving objects.

Gestalt theory has 8 principles, namely:

1.Similarity:Similar objects will be counted as the same group and this technique can be used to draw a viewer's attention.

2.Simplicity  (Pragnanz or Good Figure)

I have merged both laws (simplicity and Pragnanz) since they are quite similar.A stimulus will be organized into as good a figure as possible.

3.Proximity 

The law of proximity states that items placed near each other appear to be a group.The brain tends to group objects that are close to each other.

4.Continuation 
Continuation is the eye's instinctive action to follow a direction derived from the visual field.

5.Figure & Ground 
Negative or empty spaces will likewise be organized and grouped. For example, twodifferent foreground colors let the viewer perceive different things from the sameillustration.

6.Closure 
Patterns or objects that continue in one direction, even ifinterrupted by another pattern,are perceived as being continuous. Our minds will tend to close gaps and completeunfinished forms.

7.Principles of Unity and Harmony
Unity implies that there is consistency or alignment between the elements in a design; they look like they belong together, as if there is some kind of visual connection beyond the chance that caused them to come together. Elements in a composition seem to belong together, are interrelated, and are visually consistent.

8.The principle of common destiny
Humans perceive visual elements moving at the same speed and/or direction as part of a single stimulus.

Fig 1.0  Example of Gestalt Theory (Source : here)



Fig 1.1  Example of Gestalt Theory (Source : here)


2.Contrast

Contrast creates visual impact through differences in colour, size, shape or texture
Fig 1.2  Examples of contrast in graphic design  (Source : here)

  • shape contrast:

Fig 1.3 Example of  shape Contrast(Source:here)
  • size contrast:

Fig 1.4 Example of  size Contrast(source:here)


  • colour contrast:
Fig 1.5 Example of colour contrast(source:here)

3.Emphasis
Emphasis means highlighting the key points in the design and directing the viewer's attention through techniques such as size, colour and position.

Fig 1.6  Example of Emphasis (source:here)

4.Balance

Balance ensures a balanced distribution of visual elements, giving the design stability.

  • Symmetrical balance:Symmetry is a visual quality of an object to appear similar across an axis, a path, or around the center.

Fig 1.7 Example of Symmetrical balance (source:here)


  • Asymmetrical balance:An asymmetrical balance in graphic design can be created when one large focal point on one side is balanced by other less important focal points on the other side.
Fig 1.8 Example of Asymmetrical balance (source:here)

  • Radial  balance:a radial balance is created when all the visual elements radiate from a center point.
Fig 1.9 Example of Radial  balance (source:here)

  • Mosaic  balance:This type of balance is called Mosaic balance or crystallographic balance, where all the elements in a composition, without a focal point, seem chaotic but create balance on their own. No single element shares an emphasis, nor do they dominate the composition as a whole. 
Fig 2.0 Example of Mosaic  balance (source:here)

  • Discordant  balance:a designer can use the discordant balance in composition where none of the elements or images have a visual appeal, but they still create a balance.

Fig 2.1 Example of Discordant  balance (source:here)

5.Repetition

Repetition is the use of the same elements (colours, fonts, shapes, etc.) in a design to enhance visual consistency and brand recognition.

Fig 2.2 Example of Repetition (source:here)


6.Movement

The sense of motion directs the viewer's eye flow to a specific area through guiding lines, shapes, blurring effects and other techniques to enhance visual fluency.

Fig 2.3 Example of Movemen (source:here)

  • Motion lines:Using the simple motion lines technique, an object that seems inert can quickly be imbued with a sense of movement.
Fig 2.4 Example of Motion lines (source:here)

7.Harmony & Unity

Harmony ensures that the elements are in harmony with each other so that the whole design appears to be an integrated whole

Fig 2.5 Example of Harmony & Unity (source:here)

8.Symbol

A symbol is a visual language that quickly conveys a message, such as an icon, logo mark or cultural symbol.

Fig 2.6 Example of symbol(source:here)


9.Word and lmage

Enhance messaging with a combination of text and images

Fig 2.7 Example of Word and lmage(source:here)
Design Selected and The Reason

Title: BAIZE - Exorcising the Scourge of Evil

Artist:Kuri Huang

years :2023

Size:1411×1411

Source: Kuri Huang 

Description of the image

This painting is full of dreamy and fantastical atmosphere, combining oriental mythology with modern fantasy art style.The overall picture shows a mysterious, dreamy and sacred atmosphere. The main character is a silver-haired character wearing a gorgeous white robe with oriental elements in the costume design.

Design Principle

The image uses a contrast of warm and cool colours (blue and gold) to create a sense of mystery and sanctity.Irregular background patterns and details add richness and layers to the image.


FEEDBACK

WEEK 1:

No feedback given

WEEK 2：

GeneralFeedback:Need to find more artist source sites.

Specific Feedback:Mr Martin suggested that I look for more design examples of graphic design in each of the design principles

Week 3:

Specific feedback: Overall it's all good enough to start task2




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