03.02.2025 - 17.02.2023 | Week 1 - Week 3
Maisarah binti Mohd Sufian | 0358458
Design Principles | Bachelor of Design (Hons) in Creative Media
Task 1: Exploration
___________________________________________________________________________________
LECTURES
Elements & Principles of Design
Elements of Design
- Point: used as a repetitive mark that forms a line, as it moves in space, other two- and three-dimensional figures and forms are created.
- Line: can be active or static, aggressive or passive sensual or mechanical. indicates directions, defines boundaries, imply volume and suggest motion and emotion.
- Shape: the expanse within the outline of two-dimensional area or within the three-dimensional object. is visible when lines enclose an area or an apparent change in value, colour or texture sets an area apart from it's surroundings.
- Form: a three-dimensional area when a from encloses space, called volume. with two-dimensional media, form must be implied
- Texture: the tactile qualities of surfaces or visual representation of those qualities. all surfaces have textures that can be experienced through touch or visual suggestion (actual & simulated or implied)
- Space: the indefinable, general receptacle of all things. actual space in drawings, prints, photographs and paintings surfaces is defined by its edges, but an infinite number of spatial qualities can still be implied. in graphic design, space/depth refers to the area that a shape or form occupies, it can be positive (filled space) or negative (empty space). the illusion of a three dimension space can be suggested through depth. three-dimensional space is when we are in it, from the outside, we experience mass, from the inside, we experience volume.
- Colour: the visual byproduct of the spectrum of light as it is transmitted through a transparent medium/absorbed and reflected off a surface. it is the light waves that the human eye receives and processes. hue are colours of the spectrum. value is the lightness or darkness from white through greys to black. intensity or saturation/chroma is the purity of a hue, a pure hue is it's most intense form, it's highest saturation in it's brightest form. colour schemes provide distinct colour harmonies.
Principles of Design
- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition/Pattern/Rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
A work of design consists of elements as individual building blocks. Principles are used as organisational fundamentals that resulted from or guides the arrangement of the elements.
___________________________________________________________________________________
EXPLORATION
Instructions
Research
Gestalt theory
= a theory of perception that highlights processing whole arrangement and patterns rather than just their individual elements.
Gestalt principles, also known as laws, are guidelines that explain how the human eye interprets visual components. They are intended to demonstrate how intricate scenes can be broken down into simpler shapes. Additionally, they aim to explain how the shapes appear to the eyes as a single, cohesive form rather than as distinct, simpler elements.
Principle of Similarity
Similar elements are perceived as a whole, even if those elements are separated.
 |
| Illustration by Louisa Bufardeci Wordpress |
Principle of Continuation
The human eye prefers to see a continuous flow of visual elements, following paths, lines and curves of a design.
 |
| Poster by Simon C. Page Portfolio |
Principle of Closure
Complete shapes can be perceived even if visual elements are not complete by filling in missing visual information.
 |
| FedEx company logo |
Principle of Proximity
Linked design elements are placed in close proximity, indicating they are connected or have a relationship to each other to become one visual unit. Unrelated elements are spaced apart, giving structure and organising the layout.
 |
| Coca-Cola International Day of Happiness poster |
Principle of Figure/Ground
Objects are perceived either in the foreground (the front) or background (to the back). This creates figures that stand out from the surrounding elements.
Law of Symmetry & Order
Symmetrical elements are perceived as a group, similar to the law of similarity. Objects symmetrical to each other are more likely to be grouped together.
 |
| Scanners: Love is Symmetry album cover |
Contrast
= the juxtaposition of strongly dissimilar elements.
Without contrast, a visual experience would be boring. Contrast can convey content, emphasise a point, and create visual interest.
 |
| SHINee: The Story Of Light EP. 2 Poster |
Emphasis
= a dominance or focus in an art work.
Elements such as colour, shapes or value are used to create emphasis, which achieves dominance.
 |
| Poster by Naganaga Design Pinterest |
Balance
= distribution of visual weight.
Elements in a design will appear balanced because of the visual equilibrium, and balance can be symmetrical or asymmetrical,
Symmetrical Balance
- Equal weight on both sides of a centrally placed fulcrum
- Bilateral balance is achieved when there is an equal arrangement of elements on either side of the central axis
- Radial balance is achieved when elements are arranged equally around a central point
- Approximate symmetry is when the elements arranged around the fulcrum line are equivalent but not identical forms
 |
| Illustration by Jozef Micic Shutterstock |
Asymmetrical Balance
- Unequal visual weight on each side of the composition
- There might contain a dominant element on one side, where a couple or more lesser focal points could balance it on the other side
- Evokes more feelings of modernism, movement, energy and vitality as it is more dynamic
- Provides visual variety, however can be difficult to achieve due to the relationships between elements being more complex
 |
| Hokusai, The Great Wave off Kanagawa – Wood-block print, 1831 |
The Golden Ratio
- also known as phi, Golden Mean, Golden Section
- A mathematical concept and an indefinite number (1.618033988749895...)
- Comes from the Fibonacci sequence
- Perceived as the representative of perfect beauty over the centuries
- Used as a guide for visual balance in paintings and architecture
- Can bring harmony, balance, and structure to design work
 |
| Mona Lisa Golden Ratio via Simply Science |
Rule of Thirds
- A composition guide to create more dynamism to design, photography, film or paintings
- Image is divided into even horizontal and vertical thirds, the subject placed at the intersection of or on the dividing lines.
 |
| Image by Interaction Design Foundation |
Repetition
= reusing the same or similar visual elements throughout a design to create a sense of unity, consistency and rhythm.
It could make a design seem active, creating rhythm and pattern within work. Variety keeps the rhythms exciting and avoids monotony. Surface interest is enriched through patterns that increase visual excitement.
 |
| Image by John Lovett |
Movement
= the way a design leads the eye in, around and through a composition (the path the eye follows).
When objects appear to be moving in a visual image, motion or movement occurs. This comes from the kinds of shapes, forms, lines and curves that are used.
 |
| Metamorphosis III Excerpt 4 by MC Escher |
Hierarchy
- the choreography of content int a composition to communicate information and convey meaning
- directs viewers to the most important information first, identifying navigation through secondary content
 |
| Image by Duane Smith |
Alignment
- the placement of elements where edges line up along common rows or columns, or their bodies along a common centre
- creates a sense of unity and cohesion, contributing to the overall aesthetic and perceived stability of the design
Harmony & Unity
= the combination of unity and variety to create a visually pleasing design.
It involves the selection of elements that share a common trait, but could become monotony without variety. The elements of the design should fit together, where it could be the same theme, aesthetic style or mood.
 |
| Open Shutters – John Lovett, 2006. Mixed Media on 300gsm Arches paper |
Unity
- Occurs when elements are composed in a balanced way, giving a sense of oneness that creates a theme
- Plays a distinct role from harmony in design
 |
| Jean-Auguste-Dominique Ingres, The Turkish bath – Oil on canvas, 1862 |
Scale and Proportion
- Related to size
- Scale: the size of one object in relation to the other objects
- Proportion: the size of parts of an object in relation to other parts of the same object
- Have been used by designers for centuries to depict or distract from the norm
 |
| Georges Seurat, A Sunday on La Grande Jatte – Oil on Canvas, 1884 |
Scale
- Determined by actual measurement or visual estimates based on comparison
- Applied in things such as architectural drawings and scale models
- Used to specify or illustrate details based on the relative sizes of objects
- Noticeable deviation from a normal scale relationship could create dramatic results/visual interest.
 |
| Public Artwork, A Reflective Approach – Stainless steel & bronze, 2007 Art UK |
Proportion
- How elements in a composition compare in terms of size, colour, quantity, degree, setting, ratio, etc.
- Harmonious when a correct relationship exists between elements in terms of size or quantity
- Effective use of proportion often achieves harmony and unity
 |
| MTV: The Head Cartoon poster |
Symbol
= A sign, shape or object used to represent something else
Symbols can provide or convey information, equal to one or more sentences of text, or even a whole story. Symbols can be categorised into non-figurative representations and figurative representations.
Figurative Representations
- Includes visuals and/or graphic symbols
- Graphic symbols can be divided into three kinds, pictorial symbols, abstract symbols and arbitrary symbols.
Pictorial Symbols
- Image related/simplified pictures
 |
| Retrieved from Rebeka Heisenman |
Abstract Symbols
- Look like the object they represent with less details
Arbitrary Symbols
- No resemblance to the objects or ideas they represent
- Based on geometric shapes and colours, with the meaning constructed
- Need to be learnt to be understood
 |
| Retrieved from htmlBurger |
Word and Image
= the use of words and images together to create meaning and visual impact
An important aspect in design is imagery, either print or digital, where users and viewers can identify concepts or brands if the right images are used so it is important to have suitable and relevant images in a design. It is also important to choose the right words to pair with imagery, solidifying the meaning of the design, this involves suitable typefaces and strategic positioning that achieves visual hierarchy and balance.
 |
| The Fall and Rise of Peter Stoller book cover Goodreads |
Observation of Artwork
 |
| Marlene Dumas, Oh, Oh, Oh, Not Again, 1996/2001; Ink and metallic acrylic on paper, 13 ¼ x 10 in. Retrieved from National Museum of Women in the Arts. |
I chose this piece of artwork because I was initially drawn to the aesthetic style of the piece. It appears to be simple, yet it evokes a dramatic and serious feel. I was intrigued by the illustration as it is clear enough to be a woman's face, yet the details of each feature is so vague you could hardly tell what it is when looking at them individually. As they're placed together I can clearly discern what I am looking at, but there is still an air of mystery as to what expression the women is making and what object it is that appears to be just below her mouth. The name of the piece can also be up to interpretation, is it simply an innocent depiction of a woman looking back at a mistake with her finger placed against her lips? Or could it be something more sinister, which the overall distortion and obscurity of the piece could suggest? Overall, I think the composition and use of art medium is very smart and interesting.
Design Principles:
Asymmetry
- Visual attention on the right-hand side
Contrast
- Contrast between the background and subject
Emphasis
- Visual attention is on the facial expression
Harmony & Unity (Harmony, Proportion)
- Proportions allow it to be visualised as a women's face, the harmony is in the use of colours and shapes with similar forms.
___________________________________________________________________________________
FEEDBACK
Week 1:
No feedback given
Week 2:
Specific feedback: Okay progress, expects to see more next week.
Week 3:
Specific feedback: Start to do more research on other abstract pieces similar to chosen artwork to prepare for Task 3.
___________________________________________________________________________________
REFLECTION
Experience
The tutorial sessions so far have been very brief and simple, this task isn't so difficult as it is mostly just taking notes and observing. There are lot of reading materials provided in the slide which makes the information easier to digest.
Observation
There are many principles in design that I have always found myself following subconsciously without knowing the deeper context of, and having learnt it now has given me more clarity and understanding on how designs are perceived my others and myself. With this I can use my skills more effectively and create artwork with these principles in mind.
Findings
Learning design principles has deepened my understanding of how visual elements work together to create impactful artwork. By observing a piece through various principles helped me see how artists guide the eye, highlight key areas, and maintain cohesion. Noticing these details has enhanced my appreciation for composition and strengthened my ability to apply these principles in my own designs.
Comments
Post a Comment