TASK 1 (Exploration)
Design Principles Task 1 : Exploration
03.02.2025 - 21.02.2025 Week 1 - Week 3
Shiqing Li / 0366582 / Bachelor of Design (Honors) in Creative Media
Design Principles / Taylor's University
LECTURES
Introduction: Elements & Principles of Design
Visual communication talks about:
- Utilising design to convey important messages to a target audience.
A design must be well thought-out and executed.
Learning and applying elements and principles of design helps to achieve effective communication.
Elements of design :
• Point: The simplest element; repeated points create lines.
• Line: Can be active, passive, directional, and convey emotion or movement.
• Shape: Two-dimensional area defined by boundaries (geometric or organic).
• Form: Three-dimensional structure; volume is enclosed space.
• Texture: Can be actual (tactile) or implied (visual).
• Space: The area around and within objects, crucial in composition.
• Color: Adds depth, contrast, and emphasis.
Individual "building blocks"
Principles of design:
• Contrast: Differences in elements to create emphasis.
• Balance: Distribution of visual weight (symmetrical or asymmetrical).
• Emphasis: Drawing attention to key elements.
• Repetition & Pattern: Reinforces consistency and unity.
• Rhythm & Movement: Guides the viewer’s eye through the design.
• Hierarchy: Establishes importance in visual content.
• Alignment: Organizes elements for clarity.
• Harmony & Unity: Ensures all elements work cohesively.
• Proportion: Relationship between different elements.
Organisational fundamentals that resulted from or guides the arrangement of the elements.
Practical Application of Design Elements & Principles
• Using lines to create patterns and rhythm.
• Applying color for contrast and visual impact.
• Utilizing space effectively to enhance readability and composition.
• Creating depth and form in 2D art using shading and perspective.
Space in 2D & 3D Design
• 2D Design: Defined by height and width, crucial for composition.
• 3D Design: Experienced through mass (exterior) and volume (interior).
By understanding and applying these elements and principles, designers create effective and visually compelling communication.
Topic 1: Contrast & Gestalt Theory
What is contrast?
The juxtaposition of strongly dissimilar elements to create visual interest, emphasize a point, and express content.
Examples of Contrast in Design:
Movies: The Joker’s bright red and yellow costume contrasts with a dull background.
Web Design: Facebook’s strong blue and green elements guide user attention.
Posters: Lee Chong Wei’s bright clothing contrasts with a soft background.
Interior Design: Positioning of furniture and color contrast (e.g., a yellow chair against a white background).
Architecture: A small gray wall against a larger white structure.
Photography:
• Strong light/dark contrasts (e.g., a dark silhouette against a bright sky).
• Popsicles with strong red/blue contrast.
Book Covers:
• White figures on dark backgrounds or black figures on bright backgrounds create contrast.
Gestalt Principles:
Developed in the 1920s by German psychologists, these principles explain how the human eye perceives visual elements as unified forms.
Similarity
Similar elements are perceived as part of the same group, even if separated.
Example: A COVID-19 poster with repeated virus shapes.
Continuation
The eye follows lines and curves naturally.
Example: Wella logo (hair flow continues seamlessly), posters guiding the eye through visual flow.
Closure
The brain fills in missing parts to create complete shapes.
Examples:
• The Kanizsa triangle illusion.
• CNBC logo (peacock shape is implied, not outlined).
• Vogue magazine cover (partially hidden text still readable).
Proximity
Related elements are placed together; unrelated elements are spaced apart.
Example: Website layouts where payment icons are grouped separately from news updates.
Figure-Ground
Elements are seen as either the foreground (figure) or background (ground).
Examples:
• The famous faces/vase illusion.
• “Black Swan” movie poster (a face doubles as a swan).
• Spartan Golf Club logo (a Spartan helmet that also forms a golfer’s swing).
Symmetry & Order
Symmetrical elements are perceived as a unified group.
Examples:
• Owl face formed using coffee cups and leaves.
• Bike Expo poster using a manhole cover and a bicycle wheel for symmetry.
Topic 2: Balance & Emphasis
Balance in Design
Symmetrical Balance – Equal visual weight on both sides.
- Bilateral Balance
- Radial Balance
- Approximate Symmetry
Asymmetrical Balance – Unequal weight, creating a dynamic feel.
• Achieved through size, color, texture, and positioning.
Balance ensures stability in design.
Golden Ratio (1.618)
- A mathematical proportion for aesthetic harmony.
Rule of Thirds
- Divides a composition into nine equal parts for better balance.
The Golden Ratio and Rule of Thirds guide composition.
Emphasis
Creating a focal point using contrast, color, shape, or size.
Dominance
Highlighting one element to capture attention.
Examples of Emphasis
Salvador Dalí’s Persistence of Memory, Spoonbridge and Cherry sculpture, book covers, and paintings.
Emphasis and dominance make designs engaging and visually appealing.
Topic 3: Repetition & Movement
Repetition
- Found everywhere, from nature to architecture.
- Creates patterns that add visual interest and excitement.
- Variety in repetition prevents monotony and adds dynamism.
Examples include traditional Malaysian crafts, Chinese paintings, fashion book covers, and book illustrations.
Movement
- Guides the viewer's eye through a composition.
- Achieved using shapes, lines, curves, and strategic placement.
Examples:
- Starry Night by Van Gogh uses curved lines to suggest movement.
- Calligraphy strokes create visual flow.
- Concert posters and the Olympics logo imply speed and action.
- Animation and videos convey motion through visuals, not just actual movement.
Visual Hierarchy
- Organizes content so viewers see the most important information first.
- Achieved using size, color, contrast, and placement.
Examples:
- Website designs use bold logos and contrasting text.
- Apps highlight key metrics like time and calories.
- Posters guide viewers from large headlines to smaller details.
Alignment
- Arranges elements so they line up for visual unity and cohesion.
- Can guide the viewer's eye through the design.
Examples:
- Websites align text and visuals in columns or centers.
- Magazine covers align headlines on the left or right for readability.
- Creative layouts balance order and movement for dynamic designs.
Repetition, movement, hierarchy, and alignment are essential tools in creating engaging, clear, and aesthetically pleasing designs.
Topic 4: Harmony & Unity
Harmony
- Harmony involves selecting elements that share a common trait, creating a cohesive look.
- Too much harmony without variety can lead to monotony.
Examples:
- Balanced furniture arrangements and analogous color schemes create visual harmony.
- Repetition of similar shapes and colors adds resonance without making the design boring.
Unity
- Unity is achieved by repeating elements (colors, shapes, materials) to create a sense of oneness.
- Unity differs from harmony, as it focuses on bringing all elements together into a cohesive whole.
Examples:
- Scene from *Princess Mononoke*: Different character groups form a triangular composition leading to a bright focal point.
- Typography design: Close placement of letters and consistent color use create a unified design.
- Infographic poster: Consistent use of ocher and blue colors, organized grouping, and zigzag layout ensure clarity and unity.
Scale
- Scale refers to the size of one object relative to others in a design.
- It can be determined through actual measurements or visual comparisons.
Examples:
- Architectural drawings and scale models show spatial relationships.
- Religious artworks use larger central figures to indicate importance.
- Oversized sculptures and playful elements create visual interest.
Proportion
- Proportion is the relationship between elements within a design, focusing on size, color, quantity, and placement.
- Harmonious proportions create balance and unity.
Examples:
- My Hero Academia cover: Larger central figure, medium-sized text, and smaller surrounding elements maintain balance.
- McDonald's ad: Large tea bottle contrasts with smaller text, emphasizing the product.
- Vietnamese coffee cans: Balanced space allocation for illustrations, product names, and brand logos.
- Life of Pi* scene: Tige’s closer placement increases its size relative to Pi, creating a visual hierarchy.
- Property ads: Main images occupy more than half the space to highlight the properties.
Topic 5: Symbol, Word & Image
Symbols
A symbol is a sign, shape, or object that represents something else. It can convey complex information or tell a story through visual design.
Two Main Categories:
- Figurative Representations (focus of the lecture)
- Non-Figurative Representations
Types of Graphic Symbols (Under Figurative Representations):
- Pictorial Symbols:
Image-related, simplified pictures representing real objects.
Examples: Tailor tools, planting hands, climbing books (symbolizing knowledge).
- Used in educational materials, such as diagrams showing the life cycle of a bumblebee or blood flow in the heart.
Abstract Symbols:
Simplified forms that resemble real objects but with fewer details.
Examples: Washroom icons, phone symbols, and handwashing signs.
- Logos often use abstract symbols:
- Malaysian Airlines: Inspired by the traditional Malay kite, symbolizing stability in the air.
- Nike: Derived from the wing of Nike, the Greek goddess of victory, representing speed and triumph.
Arbitrary Symbols:
- No resemblance to the objects or ideas they represent; meanings are constructed.
- Often geometric shapes and colors.
- Examples: Hospital sign, share icon, warning sign.
Word and Image
- Imagery plays a crucial role in both print and digital design, helping users relate to concepts or brands.
- Pairing words with images enhances meaning. The right typeface and layout create visual hierarchy and balance.
Typography:
Typography is the design and arrangement of text to convey messages or concepts.
Examples:
- Book Cover on Mindfulness:
- Soft silhouette of a head with birds and the sun represents life and relaxation.
- Handwritten-style typeface reflects the book's theme.
- Travel Alone Design:
- Simple, clean typeface to convey simplicity and independence.
- Image of a man at the Great Wall of China emphasizes solitude and exploration.
Corporate Branding Through Word and Image:
- AirAsia (Budget Airline):
- Youthful, fun, and vibrant image.
- Lively, dynamic typefaces and relaxed, informal imagery.
- Malaysia Airlines (Full-Service Airline):
- Mature, stable, and professional image.
- Anchored typefaces and calm, composed flight crew imagery.
MODULE INFORMATION BOOKLET
INSTRUCTIONS
1. In your Task 1 post in the blog, include this MIB.
Describe each of the design principles listed below and select
suitable design examples to demonstrate your understanding.
Students are NOT ALLOWED to reuse the images from the
lecture notes/videos. The examples and any information you
borrow from other sources must credit the source. Plagiarism in
any way (p. 13 of MIB) will result in an F grade for the overall
module and the student will be subjected to the policies of
the University concerning academic misconduct. You shall
also adhere to the guidelines and expectations for the
responsible use of GenAI.
• Gestalt theory
• Contrast
• Emphasis
• Balance
• Repetition
• Movement
• Harmony & Unity
• Symbol
• Word and Image
2. Select an art/design work that piques your interest.
3. Upload the image of the art/design work (JPEG file, min. A4
size,
300dpi) in your Task 1 blogpost.
4. 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 of the art/design work and the source).
5. Explain, in a writeup of about 150-200 words in the Task 1
blogpost, why you chose that art/design work.
6. List and briefly describe the design principles you observed in
that
art/design work in the Task 1 blogpost.
7. Include the feedback that you received from your lecturer in the
Task 1 blogpost.
Research
1. Gestalt Theory
Its a psychological idea that explains how people see visual elements as whole
rather than as separate parts. The word "Gestalt" was derived from the German
which meaning "form" or "shape". This theory said that our brains naturally
arrange objects and patterns to help us understand what we see.
Understanding Gestalt principles helps designers create visuals that are both appealing and intuitive. These principles explain how our brains interpret complex images by organizing elements into unified wholes. Below are key Gestalt principles, their definitions, and examples.
1. Emergence
Definition: The process where complex patterns are recognized from simple shapes.
Example: A collection of dots forming the shape of a running dog.
2. Closure
Definition: The tendency to perceive a complete shape even when parts are missing.
Example: Dotted lines forming squares, circles, and triangles.
3. Figure-Ground
Definition: Differentiating an object from its background.
Example: Rubin's Vase, where one can see both a vase and two faces.
4. Common Region
Definition: Elements within a defined boundary are perceived as a group.
Example: Squares grouped within shaded boxes.
5. Continuity
Definition: Our eyes follow smooth, continuous paths rather than abrupt changes.
Example: Curved lines intersecting yet appearing as continuous paths.
6. Proximity
Definition: Objects close to each other are seen as related.
Example: Squares placed near each other appear grouped.
7. Invariance
Definition: Recognizing objects despite variations in size, orientation, or shape.
Example: Different drawings of a chair are still recognized as chairs.
8. Prägnanz (Simplicity)
Definition: Our brains simplify complex images into the simplest form.
Example: The Olympic rings are seen as overlapping circles.
9. Similarity
Definition: Elements that look alike are grouped together.
Example: Rows of squares, with some colored differently, still form a pattern.
10. Symmetry
Definition: Symmetrical elements are perceived as belonging together.
Example: Brackets and curly braces arranged symmetrically.
11. Common Fate
Definition: Elements moving in the same direction appear as a group.
Example: Arrows pointing in one direction.
12. Multistability
Definition: Ambiguous images can be interpreted in multiple ways.
Example: The Necker Cube, which shifts between two orientations.
Fig 1 Gestalt Principles (Source : HERE) 15/02/2025
2. Contrast
The purpose of contrast is to use differences to highlight significant elements. Vibrant colors on a plain background or the combination of shapes and textures create interest. Focusing attention is aided by contrast in web design, as shown in Facebook's striking blue and green accents.
3. Emphasis
The most important components of a design may be highlighted. This may be done using color, size, and placement. For example, in a photograph, a black shadow against a bright sky draws the viewer's attention to the subject.
4. Balance
Balance is the arrangement of elements to provide a sense of steadiness to the design. It can be symmetrical, with even placement, or asymmetrical, using variances to establish balance. In Leonardo da Vinci's The Last Supper, movement and balance are provided by the figure arrangement and the central triangular shape.
5. Repetition
Repetition is the use of similar forms, colors, or patterns across a design to create unity. For example, using the same colors or shapes across a space may make the interior design feel more cohesive and harmonious.
6. Movement
The movement that guides the viewer's eye across the design gives it a dynamic appearance. This can be accomplished by the use of lines, shapes, or the placement of the components. The flowing hair lines of the Wella logo naturally attract the attention across the design.
7. Harmony & Unity
The unity and harmony of a design guarantee that each element works in concert with the others to create a visually appealing and cohesive whole. Matching shapes, colors, or proportions can be used to achieve this. At The Last Supper, the rhythm and proportion of the scene create harmony.
8. Symbol
By graphically expressing ideas or concepts, symbols provide a design a deeper meaning. For example, the Spartan Golf Club logo skillfully uses space to show both a Spartan helmet and a golfer's swing, reflecting the brand's character.
9. Word and Image
Combining words and images can help convey ideas more clearly and successfully. For example, a book cover uses both words and graphics to captivate readers and communicate the content. Together, they improve the design's instructional value and fascination.
Selecting Artwork
In the end, I chose unity and harmony amongst the various artistic ideas. The idea of harmony in art has long piqued my curiosity. Harmony is the way different elements (such color, shape, and texture) combine to create a pleasing composition. On the other hand, unity refers to how each component of the design works as a single entity.
Harmonious designs are beautiful and appealing without being haphazard or confusing. It creates an atmosphere of peace and order. Complementary components can be used to enhance a simple design. While harmony is created by using complimentary colors or repeating similar forms, unity is created by sticking to a theme or style.
Credit Line :
Title : Garçon à la pipe (Boy with a Pipe)
Artist : Pablo Ruiz Picasso (24)
Year : 1905
Medium : Oil on canvas
Size : 100 cm × 81.3 cm (39.4 in × 32.0 in)
Reason for Selecting the Artwork :
I chose "Garçon à la Pipe" by Pablo Picasso to represent harmony and unity. This is because the painting used balanced composition. The artist use soft, warm tones to create harmony. The combination of warm orange and cool blue creates a compare that gets audience's attention, but not so deliberately, just like being in between the season of autumn and winter. The floral crown, pipe, and the boy’s relaxed posture makes the artwork feels just right, while the plain background keeps the focus on the boy, ensuring all elements not losing the relationship between primary and secondary. The repetition of shapes, for example the round flowers and circular pipe, creates unity to the artwork. Overall, the calm mood of the painting shows visual elements can create emotional harmony, while the balanced use of space creates a sense of order. Being as a classic piece from Picasso’s Rose Period, Garçon à la Pipe shows how simplicity, color, and form can create relaxing and emotional depth, which I deeply appreciate.
Feedback
Week 1
General Feedback: Ms.JINCHI gave a introduction with MIB.
Specific Feedback: Get started with Task 1.
Week 2:
General: Continue with task 1
Specific: (none given)
Week3:
General: Improve task 1.
Specific: (None given)
Reflection
Experience
During researching Task 1: Exploration, I learned about basic design principles and how they relates to visual communication. I started by looking at the basic elements of design, including shape, form, texture, color, space, point, and line. These elements form the foundation of all designs. I then examined design elements such as alignment, harmony, unity, proportion, balance, contrast, emphasis, repetition, rhythm, and movement.These rules control how the components are arranged to create a composition that is both visually beautiful and significant. I truly appreciate the emotional depth and peace that simplicity, color, and design can provide.
Observation
By combining disparate aspects, I found that contrast is crucial to making designs stand out. Color contrasts in site design, light and shadow in photography, and colorful apparel against subdued backdrops in movies are a few examples. Furthermore, I saw how Gestalt Theory clarifies how people interpret visual elements as cohesive wholes. The flowing hair lines of the Spartan Golf Club logo, which symbolize figure-ground perception, and the Wella logo, which symbolizes continuance, are two instances of how logos and branding employ concepts like resemblance, continuity, closure, proximity, figure-ground, and symmetry.
Findings
It is simpler to develop compositions that are both aesthetically pleasing and easy to grasp when one is aware of design components and principles, according to my study. Contrast can assist draw attention to important details and focus attention, while Gestalt Theory ideas aid in consistency and clarity. Using these ideas might help me become a better designer and produce more visually striking and attractive work.
Reference
Encyclopaedia Britannica. (n.d.). Gestalt psychology. Retrieved from https://www.britannica.com/science/Gestalt-psychology
Interaction Design Foundation. (n.d.). Gestalt principles. Retrieved from https://www.interaction-design.org/literature/topics/gestalt-principles
Interaction Design Foundation. (n.d.). Laws of proximity, uniform connectedness, and continuation – Gestalt principles (Part 2). Retrieved from https://www.interaction-design.org/literature/article/laws-of-proximity-uniform-connectedness-and-continuation-gestalt-principles-2
Interaction Design Foundation. (n.d.). The law of similarity - Gestalt principles (Part 1). Retrieved from https://www.interaction-design.org/literature/article/the-law-of-similarity-gestalt-principles-1
Interaction Design Foundation. (n.d.). The laws of figure/ground, Prägnanz, closure, and common fate - Gestalt principles (Part 3). Retrieved from https://www.interaction-design.org/literature/article/the-laws-of-figure-ground-praegnanz-closure-and-common-fate-gestalt-principles-3
Interaction Design Foundation. (n.d.). What is the law of common fate? Retrieved from https://www.interaction-design.org/literature/topics/law-of-common-fate
Interaction Design Foundation. (n.d.). What is the law of continuity? Retrieved from https://www.interaction-design.org/literature/topics/law-of-continuity
Interaction Design Foundation. (n.d.). What is the law of uniform connectedness? Retrieved from https://www.interaction-design.org/literature/topics/law-of-uniform-connectedness
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