Design Principles - Project 1 : Exploration
8/2/2024 - 22/2/2024 ( Week 2 - Week 3 )
Ho Winnie / 0364866
Design Principles / Bachelor's of Design Honors In Creative Media
Project 1 : Exploration
INSTRUCTIONS
Submission Requirement :
- To recap the design principles listed below based on our own
understanding
- Pick and briefly describe one goal from the United
Nations’ Sustainable Development Goals (UNSDG).
-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.
-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.
1. Lecture Summary
Week 1 :
Dr Yip gave us a module briefing about the expectations and outline of
each project. We were tasked to watch through the pre-recorded lectures
posted on MyTimes and in the lecture videos, Dr Yip explained the
different design principles we needed to learn in order to lay a strong
foundation for our future projects.
Week 2 :
The first two design elements which are Contrast & Gestalt theory were introduced to us in our second week's lectures. Dr Yip went through the details of each principle well and I documented all my understanding of the theories below
The next two design elements covered were balance and emphasis. It touches on balance as the distribution of visual weight, which can either look symmetrical or asymmetrical, contributing to the artwork's equilibrium. It also explains the Golden Ratio, a concept used to create visual harmony in design. The Rule of Thirds, a composition guideline, is covered to enhance dynamism in designs. At last, it touches on using emphasis to create dominance and focus in design work, employing color, shapes, and value.
The third lecture focuses on the design principles of repetition and movement. It highlights how repetition in design can create rhythm, pattern, and visual interest, while variety prevents monotony. Movement guides the viewer's eye through the composition. Additionally, the lecture talks about the concepts of hierarchy, which organizes content to convey meaning effectively, and alignment, which will help to enhance a design's unity and stability by orderly arranging elements
The fourth lecture, "Harmony & Unity," touched on how variety uses differences in a design to avoid monotony, while harmony make sures that the design elements are characterized by a common trait which aids in enhancing the overall aesthetic. Unity involves repeating elements like colors, shapes, or materials to create a harmony look, distinct from harmony but equally important for balanced design. The lecture also covers scale and proportion, focusing on the size relationships between different elements in a design, which help in achieving a visually pleasing and effective composition.
The fifth lecture discusses the use of symbols, words, and images in creating our design and the role each of them serve. It also touched into the difference between each of the symbols. The lecture highlights the importance of using imagery and suitable words together in design to increase the meaning and engagement. It also put emphasis on the role of typography in creating visual hierarchy and balance.
Week 3 :
In order to prepare us for our next task which is visual analysis, Dr Yip gave us a breakdown on how to do a proper visual analysis. It is split into 3 different parts which is Observation, Analysis and Interpretation. Visual analysis is a vital skill for designers as it helps us read and interpret images which helps to sharpen critical skills.
2. Design Principles
A. Contrast
Definition: It is the juxtaposition of strongly dissimilar elements,
absence of contrast will result in dull visual experience. Contrast will
help add visual intrigue, highlight key points and convey
emotions/emphasis.
Upon further reading what are some common color contrasts used in
designed, I shortlisted a few to deepen my understanding in, which are
color contrast, size contrast & texture contrast.
- Color Contrast
Contrasting colors help to create visual interest and help to make
elements stand out, opposite colors on a color wheel such as red and blue
or blue and orange create strong visual impact when put
together.
|
| Fig 2.1 Red & Blue design contrast by Color Palettes on Pinterest, Week 1 (2/7/2024) |
|
| Fig 2.2 Poster Design using red and blue color contrast , Wikipedia , Week 1 (2/7/2024) |
|
| Fig 2.3 Blue and Orange movie poster by TV Tropes , Week 1 (2/7/2024) |
They also help to create a visual hierarchy, for example using a bold and
vibrant color for important elements like call to action buttons or
headlines while using a more muted color for supporting elements helps to
guide the user's attention and emphasize key information.
Contrasting sizes of elements can create hierarchy and emphasis, larger
elements generally attract more attention and will serve as the main focal
point while smaller elements are the secondary focal points. By using size
contrast well, designers can guide the viewer's eye through the
composition and prioritize the vital details.
|
| Fig 2.5 Size Contrast in interface design by Tubik Blog , Week 1 (2/7/2024) |
- Texture Contrast
Contrasting textures help to enhance textile appeals and add depth to our designs. It adds richness and dimension to artworks. By juxtaposing different textures, we can create a multisensory experience. Rough textures tend to advance visually while smoother textures recedes, creating spatial variation.
|
| Fig 2.6 Texture Contrast poster by Canva, Pinterest , Week 1 (2/7/2024) |
B. Gestalt Theory
Definition : Gestalt principles are laws of human perception that
describes how humans group together similar elements , recognizes patterns
and simplify complex images when we perceive objects. 'Gestalt' also
refers to shape or form in German.
There are a few theories being discussed which are
principle of similarity, principle of continuation , principle of
closure , principle of proximity , principle of figure , principle of
symmetry and order.
- Principle of Similarity
Definition : This principle states that objects and elements that share
similar visual characteristics such as color, shape, size or other
attributes tend to be grouped together perceptually by viewers.
|
| Fig 2.7 Principle of Similarity poster , Brit Zerbo , Week 1 (2/7/2024) |
- Principle of Continuation
Definition :This principle explains how our brains perceive lines or
shape as continuing in a smooth flow even when they are interrupted by
other elements. When elements are arranged in a way that implies
continuous flow, viewers tend to perceive them together and forming a
pattern.
|
| Fig 2.8 Principle of Continuation poster design , Pinterest , Week 1 (2/7/2024) |
- Principle of Closure
Definition : This principle explains how humans view incomplete or
fragmented visual stimuli as complete objects, viewers mentally fill in
the missing gaps and perceive them as a complete whole.
|
| Fig 2.9 Principle of Closure poster design by Coca Cola , Medium , Week 1 (2/7/2024) |
- Principle of Proximity
Definition : This principle explains how humans tend to perceive elements
that are close to each other as belonging together, spatial arrangement of
visual elements influences our perspective of their relationship and
grouping
|
| Fig 3.0 Poster Design on Proximity , Venngage , Week 1 (2/7/2024) |
In the flyer above, the headings over the bits of copy establishes a connection between those elements and the proximity to the icons to their left add another proximity driven relationship
- Principle of Figure/Ground
Definition : This principle explains how humans perceive and interpret
visual stimuli by differentiating between the main subject (figure) and
and its background (ground). Our perception naturally organizes details
into foreground and a background, allowing us to distinguish between
objects and their surroundings.
|
| Fig 3.1 Mission Impossible Design on Ground , Pinterest , Week 1 (2/7/2024) |
- Principle of Symmetry & Order
Definition : This principle explains how humans perceive visual stimuli
as balanced and harmonious when they exhibit symmetrical arrangements or
follow a predictable pattern.
C. Balance
Definition : Balance in design refers to how visual weight is being
distributed throughout the composition. Visual equilibrium is to be
achieved through elements to achieve a sense of stability throughout. The
equilibrium can be achieved through
symmetrical balance , asymmetrical arrangements , golden ration and rule of thirds.
- Symmetrical Balance
Definition : Possesses equal weight on both sides of the centrally
positioned pivot, this even distribution leads to bilateral balance.
Placing elements evenly across a central focal creates a radial balance.
Near symmetry occurs when similar yet not identical shapes are organized
along the pivot line.
Definition : Refers to having different visual weights on either side of
the composition, a dominant element may be present on one side
counterbalanced by one or more smaller elements on the opposite side. This
will exhibit greater dynamics which evokes more sensations. Asymmetrical
balance provides increased visual dynamics and it poses a greater
challenge in execution.
Definition : It is widely known as phi ( Golden Ratio ) and alternatively
known as Golden Mean or Golden Section, is a Mathematical ratio 1.618..
and goes on for infinite. It originated from the Fibonacci sequence, a
naturally occurring sequence of numbers observed in phenomena ranging from
the arrangement of leaves on trees to spiral of a seashell. Golden ratio
has been regarded as the symbol of perfect beauty and in the art side, it
has served as a blueprint for achieving visual harmony. It can instill
harmony, balance and structural integrity into artworks, making it more
appealing .
This guideline enhances the dynamics of the design, photography , film or
painting. The image will be evenly divided into thirds of both
horizontally and vertically, with the subject positioned at the
intersections of these dividing lines or along one of the
lines.
|
| Fig 3.8 Rule of thirds used in movie poster by Approachable Design , Week 1 (2/8/2024) |
D. Emphasis
Definition : Emphasis serves to establish dominance and direct focus
within a design, different elements like
color, shape , or value can be employed to achieve this dominance
and focus.
- Color
It is one of the most widely tool used in creating emphasis in design.
Bright, contrasting colors naturally will draw the attention of viewers
and can be used to highlight a specific element of the design. This
reminds me of a Chinese painting which I like as it uses color to
emphasize on the blooming flowers against a neutral color
background.
|
| Fig 3.9 Chinese water paint by Fu Baoshi , Week 1 (2/8/2024) |
- Shapes
Geometrical shapes such as circle, squares and triangles can be used to
create and contrast and draw attention to specific areas. Irregular shapes
can also create visual interest and serve as focal points within a
composition. The poster below made good use of triangles to create a
mountain like shape which can draw the attention of viewers
easily.
Referring to the lightness and darkness of a color, by manipulating the
contrast in value , designers can create emphasis in a design. Lighter
values tend to advance and catch the viewer's attention while darker
values recedes in the background. Shading, highlighting , adjusting
brightness are tools often used to control value. The poster below
showcases how value affects a design. The cool color recedes and the
brighter colors stand out
|
| Fig 4.1 Value emphasized design by Craig Kunce , Week 1 (2/8/2024) |
E. Repetition
Definition : Repeating designs in our artwork can establish rhythm and pattern in composition, it is vital to include variety in to maintain lively rhythms to avoid monotony, patterns can enhance visual interest by adding depth to the surface. I further read to understand how it can contribute to rhythm and pattern , summarizing my learnings below.
- Rhythm
It can contribute to rhythm by establishing a flow within the artwork, similar to learning music, a rhythm of notes can contribute to a beautiful melody. This repetition will help to guide the viewer's eyes through the composition and also establishes a tempo or pace in the design. Below is an artwork i found on Pinterest and i felt that it shows rhythm repetition quite well as it shows a repetition of fishes merging into one and swimming out - sending the message across clearly.
When design elements are repeated consistently throughout a work they create visual motifs that is perceived as patterns. Patterns can add structure to designs, making them look more organized and coherent. The viewer's eyes are easily caught by the repeating elements in design which result in a more harmonious experience. Below is a famous koi painting by He Yi Yong, which represents how design patterns can create a dynamic design.
Definition : Movement is the manner in which the design leads the eye in ,around and through a visual composition. Motion and movement arises when objects are moving in the visual image. Movement can be derived from shapes ,form , lines and curves that are used. It can also be depicted through hierarchy and alignment. Below shows an image I found that represents movement well as the direction of the water flowing shows visual movement that guides the viewer's eyes.
It refers to strategized arrangement of elements in a design composition to communicate information effectively. Visual hierarchy guides the user's attention from primary details than to the secondary details. Below shows how visual hierarchy can be shown in a composition.
Alignment is the positioning of design elements so that the edges align along shared rows or columns or their center aligns along an axis. Good alignment will bring along harmony and consistency within the composition, fostering unity and stability as well. It can also lead viewers throughout the design.
 |
| Fig 4.6 Alignment examples by Nairobi , Week 2 (2/12/2024) |
G. Harmony
Definition : Harmony involves choosing the right elements that share the same characteristics, diversity is needed in harmony or else it would turn into a monotony. Harmony also refers to elements complementing one another - be it sharing the same theme or style. Below is a representative I found that has good harmony because the style complements each other.
 |
| Fig 4.7 Visual Harmony by Sitepoint , Week 2 (2/12/2024) |
H. Unity
Definition : Unity refers to some particular design elements being repeated throughout the design. Unity arises when these elements are arranged in a way that brings oneness, hence creating a specific theme. They can also be done via scaling and proportion. Below shows a Coca-Cola promotion posters that uses repeated flower design elements to create a heart shape that brings out the theme.
 |
| Fig 4.8 Coca Cola promotion poster on Pinterest , Week 2 (2/12/2024) |
- Scaling
Refers to the size of one object in relation with other objects in a design or artwork. It also refers to the size and dimensions in relative to a specific form of unit measurement, scale can be determined by actual measurement or visual estimates based on comparison.
Examples of architectural drawings are scale models are scales used in design. Scaling is used to illustrate components relative to the size of normal objects. One of the greatest design poster known as "Think Small" represents scaling well as they pull the lens away from the product they are promoting, instead of diminishing the power of the car , they adjusted the scale drew more attention instead.
It refers to the relationship between 2 or more elements within a design composition and how they compare to each other in a form of shape, color or more. Harmony can be brought about with the right proportion and relationship between elements. Below is an artwork named "The Dreamer" by Android Jones, I feel that the proportions of the center figure successfully brought out the theme of grace and elegance. Even though there are many fantasy elements, he still maintained a good proportion - maintaining a sense of realism.
 |
| Fig 5.0 "The Dreamer" by Android Jones , Week 2 (2/12/2024) |
I. Symbol
Definition : A sign , shape or object used to represent something. In design, symbols are used to bring across information or messages that may be equivalent to sentences or even paragraphs. Symbols are split into figurative representations and non figurative representations. We will look into figurative representations which covers graphic symbols such as pictorial symbols, abstract symbols , arbitrary symbols.
- Pictorial Symbols
They are mostly image related and simplified pictures
They have similarities to the object they plan to represent but with lesser details
- Arbitrary Symbols
They have no relevance to the object they represent but is designed based on geometrical shapes or colors. For eg, yellow evokes the emotion of danger or caution and green evokes the emotion of safety
Definition : Image is an important part of design whether it is in prints or digital, it allows viewers to relate to a concept or brand if the images are used correctly. Choosing a complementary wording to the image is vital as well as they work hand in hand to result in good balance and hierarchy of design. Typography is the design and arrangement of text to ensure message is being conveyed.
Below is a poster by a K-pop band that shows good typography and image conveying the message of racing and tempo. They used suitable image to represent their concept and the striking font catches the viewer's attention easily
 |
| Fig 5.3 "Tempo" by EXO , Week 2 (2/12/2024) |
3. UNSDG Goal & Artwork
Out of the 17 United Nation Sustainable Development Goals ( UNSDG ) , I have chosen Number 5 which is Gender Equality. I chose this goal as since young i believe that females and males both deserve equal standing in the society. Just like in the technology industry, I have seen girls being discriminated as being not as capable as males to thrive in the technology sector and i attend talks and seminars by some very strong females who can thrive just as well even though it is a male populated industry. This makes me more inclined to pick goal 5 and do my part in helping to achieve gender equality in the near future.
A Brief Description of Goal 5 ( Gender Equality ) :
Ending discrimination against women is more than just a human right and it is vital to build a sustainable future. Empowering women can help economic growth and development. United Nations has been actively promoting gender equality and more girls has been getting academic attention and education over the past 20 years. Even though there are still a large number of women treated with discrimination such as exploitation , unpaid care , sexual violence and unfair treatment in work spaces there are more women in the labor market than ever now.
Everyone deserves equal treatment, it is vital to empower women with technology , equal rights and encouraging more women leaders to help achieve greater gender equality.
Artwork chosen representing Gender Equality :
 |
| Fig 5.4 " Equality " by Shepard Fairey , 2007 , Week 2 (2/12/2024) |
Title of Artwork : "Power & Equality"
Designer's Name : Shepard Fairey
Year : 2007
Medium : Digital Print
Reason Why I Chose This Artwork : 149 words
This piece of artwork has a perfect visual representation of equality as its central message sends a bold statement across as "power and equality". It is prominently shown as a women is perceived in the middle and the concept of equality is related to fight for women's rights
This artwork implicitly supports women's rights and fighting stereotypes. Bold typography and colors such as red and blue are being used as well to evoke a sense of unity and balance. The concept of equality and power - equal rights and opportunities is always shown throughout the design as well as the promotion of female rights. It evokes a sense of power and stability as it uses Michelle Obama as their icon and symbol, she is a strong icon for female empowerment and she is placed in the middle focal point , symbolizing a tree that is deeply rooted down to the ground.
Design Principles Used In "Equality" by Shepard Fairey :
1) Contrast - Bold vibrant colors like red and blue were placed against a more muted tone background, creating color contrast.
2) Emphasis - The designer used central focal positioning to emphasize key elements such as Michelle Obama as a strong icon representing woman empowerment. Her head was put in the central circle and her body mimics a tree being rooted to the ground, symbolizing stability.
3) Balance - The elements were distributed symmetrically through the design , achieving visual balance.
4) Repetition - Repetitive shapes were used to fill up the negative spaces around the central icon, helping to draw the viewer's attention to the center point.
5) Harmony and Unity - The design elements all work hand in hand to convey the message of gender equality.
6) Symbols - Michelle Obama is used as an icon and symbol representing gender equality as she is an iconic figure in helping women empowerment. Additionally, peace symbol is also observed in the design, implementing that with her as the focal point , peace and action can be brought when it comes to achieving gender equality.
7) Word and Image - Visual elements were paired with textural messages such as "power and equality" , "embrace justice" were used to create a powerful synergy between the message and artwork. Serif font was used and they are often perceived as more stable due to how it is designed - the presence of small strokes at the ends of a character creates a sense of solidity and structure. The careful selection of type of font and font size works to bring out stability and power in this design.
4. Feedback
Week 1 :
General Feedback - Take note of feedback given to you and the feedbacks can be split within general and specific feedback. Keep track of progress weekly.
Specific Feedback - Can consider adding more explanation to why you notice the design principle in the artwork chosen. Break down the design in terms of how it gives you the feeling of 'power' instead of just basing it off the typography. Overall the analysis is good.
5. Reflection
I realized the importance of each design principle and how it is commonly used in all artworks we come across. Design principles complements each other to bring out a message from each design works. Prior to studying in depth to each principle, I did not realize how much of an effect they can bring to a design. Now, I am much more aware about utilizing design principles in my future artworks.
In addition, being exposed to UNSDG Goal is a good experience and it was an eye opener to discover so many meaningful artworks relating to them. As each of us only had to choose one artwork relating to one goal, me and my friends often asked each other what goal we picked and which artwork we chose. It was fun and a learning experience at the same time as we get exposed to each other's artwork and provided our own opinions on it.
6. Further Reading
For further reading, i have chosen to read on Hue, Value & Saturation from learn. as recommended by Dr Jinchi in her lecture slides.
In this article, it mainly teaches us about the 3 components that makes up color.
Main takeaways from the article :
- Color is the main visual byproduct of the spectrum of light as it is transmitted through a transparent medium or absorbed and reflected off a surface.
- Color is made up of hue ,value and saturation
- Hue is the dominant wavelength and it is the first item referred to among the 3 components of color. It is also a dimension of color we experience when looking at color in its purest form ( 0% saturation )
- Value refers to the lightness and darkness of color. Dark values with black added are called shade and light values with white pigment are called tints
- Saturation defines the brilliance and intensity of color, it works on a scale based on how much hues are represented in the color.
QUICK LINKS
Comments
Post a Comment