Design Principles Task 1

06.02.2024 - 22.02.2024 (Week 1 ~ Week 3)
Ng Kar Yee / 0367743
Bachelor of Design (Honours) in Creative Media
Design Principles Task 1 / Exploration

LECTURES

Week 1⇒ Introduction And Briefing

For our first week, Dr Yip gave us a brief introduction on the module and told us her expectation for the upcoming tasks. She also introduced the other lectures who are educating us for our tutorial and practical classes.

What is Visual Communication?

Visual communication is about utilizing design to convey purposeful messages to a target audience.

1. Elements Of Design

⇛ Individual "building blocks"

Point
Line
Shape
Form
Texture
Space
Colour

2. Principles Of Design

⇛ Organisational fundamentals that resulted from or guides the arrangement of the elements.

Contrast
Balance
Emphasis
Rules of Third
Repetition/Pattern/Rhythm
Movement
Hierarchy
Alignment
Harmony
Unity
Proportion

Week 1⇒ Topic 1 Contrast And Gestalt Theory

What is Contrast?

Contrast is the juxtaposition of strongly dissimilar elements.
Contrast can provide visual interest, emphasise a point and express content.

What is Gestalt Theory?

Gestalt ” refers to shape ” or form ” in German.
Gestalt principles or laws are rules that describe how the human eye perceives visual elements.
These principles aim to show how complex scenes can be reduced to more simple shapes.
They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.

1. Gestalt Principles

Principles Of Similarity
Principles Of Continuation
Principles Of Closure
Principles Of Proximity
Principles Of Figure/Ground

2. Gestalt Law

Law Of Symmetry And Order
Law Of Uniform Connectedness
Law Of Pragnanz
Law Of Common Fate

Week 1⇒ Topic 2 Balance And Emphasis

1. Balance

Balance refers to the distribution of visual weightin a work of design.
It is the visual equilibrium of the elements that causes the total image to appear balanced.
Balance can be symmetricalor asymmetrical.

A. Types Of Balance

Symmetrical Balance
Asymmetrical Balance
The Golden Ratio
Rule Of Thirds

2. 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.

Week 1⇒ Topic 3 Repetition And Movement

1. 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.

2. 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.

3. Hierarchy

Hierarchy is the choreography of content in a composition to communicate information and convey meaning.
Visual hierarchy directs viewers to the most important information first, and identifies navigation through secondary content.

4. Alignment

Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.
Alignment creates a sense of unity and cohesion , which contributes to the design overall aesthetic and perceived stability.
Alignment can also be a powerful means of leading a person through a design.

Week 2⇒ Topic 4 Harmony And Unity

1. Harmony

Harmony involves the selection of elements that share a common trait.
Harmony becomes monotony without variety.
Harmony is the sense that all ofthe elements of your design fit together. They may fit the same theme, aesthetic style or mood.

2. 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.
Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.

3. Scale And Proportion

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 objectsin a design or artwork.
Proportion refers to the size of the parts of an object in relationship to other parts of the same object.

Week 2⇒ Topic 5 Symbol, Word And Image

1. 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.

A. Types Of Symbol

Pictorial Symbol
Abstract Symbol
Arbitrary Symbol

2. 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. It is therefore important to use suitable and relevant images when designing.
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.

Week 3⇒ Topic 6 Visual Analysis

1. Visual Analysis

Visual analysis is a critical part of visual literacy, a skill that helps people read and critically interpret images, whether in a museum, on social media, in entertainment, advertising, or the news.
Practising visual analysis sharpens critical judgment skills and helps people seek out answers instead of passively receiving information.

Visual Analysis can be divided into 3 phares

Phase 1: Observation
Phase 2: Analysis
Phase 3: Interpretation

INTRODUCTION

TASK 1

EXERCISE⇒ EXPLORATION

For our first task, Dr Yip introduced Exploration to us, which we are needed to explore the various design principles taught in the module and observe works of design to apply our knowledge.

For this task, we are required to

Recap the design principles listed below

Gestalt Theory
Contrast
Emphasis
Balance
Repetition
Movement
Harmony & Unity
Symbol
Word and Image

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.

DESIGN PRINCIPLES

1. Gestalt Theory

Gestalt Principles are principles/laws of human perception that describe how humans group similar elements, recognize patterns and simplify complex images when we perceive objects.
Designers use the principles to organize content on websites and other interfaces so it is aesthetically pleasing and easy to understand.

A. Principle Of Similarity

Figure 1.0 Principle Of Similarity, week 1 (06/02/2024)

When items, objects or elements share superficial characteristics, we perceive them as grouped.
We can see the similarity principle in branding and design system guidelines.

Figure 1.1 Example Principle Of Similarity, week 1 (06/02/2024)

For example, on the IxDF homepage, all buttons are styled similarly to let the users know that clicking the button will lead to an action. All text elements that share a specific style will also be interpreted as being part of a group (say, links, headings, captions, etc).

B. Principle Of Continuation

Figure 1.3 Principle Of Continuation, week 1 (06/02/2024)

The continuity principle of Gestalt states that we group elements that seem to follow a continuous path in a particular direction.
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.
The human eye continues to follow the path even if an obstacle hides it or its flow is "broken" by interlinking or bisecting visual elements.

Figure 1.4 Example Principle Of Continuation, week 1 (06/02/2024)

For example, principle of continuation used in typography design.

C. Principle Of Closure

Figure 1.5 Principle Of Closure, week 1 (06/02/2024)

The human eyes prefer to see complete shapes, therefore we automatically fill the gaps between elements to perceive a complete image.
Users will appreciate it when they see pleasing "whole" made from cleverly placed elements like lines, dots, or shapes.

Figure 1.6 Example Principle Of Closure, week 1 (06/02/2024)

For example, iconic logos like IBM's and the World Wildlife Fund's. IBM's logo has blue lines in three stacks. WWF's logo has black shapes on a white background that we interpret as the shape of a panda.

D. Principle Of Proximity

Figure 1.7 Principle Of Proximity, week 1 (06/02/2024)

refers to how close elements are one to another. The strongest proximity relationships are those between overlapping subjects, but just grouping objects into a single area can also have a strong proximity effect.

Figure 1.8 Example Principle Of Proximity, week 1 (06/02/2024)

Figure 1.9 Example Principle Of Proximity, week 1 (06/02/2024)

For example, in UX design, proximity is most often used in order to get users to group certain things together without the use of things like hard borders. By utilizing gestalt grouping principles and putting like things closer together, with space in between each group, the viewer will immediately pick up on the organization and structure you want them to perceive. Besides that, an example of proximity in design is the Girl Scouts logo, with its three faces clustered in profile (two green, one white).

E. Principle Of Figure/Ground

Figure 2.0 Principle Of Figure/Ground, week 1 (06/02/2024)

The figure/ground principle is similar to the closure principle in that it takes advantage of the way the brain processes negative space.
Our brain will distinguish between the objects it considers to be in the foreground of an image (the figure, or focal point) and the background (the area on which the figures rest).

Figure 2.1 Example Principle Of Figure/Ground, week 1 (06/02/2024)

Figure 2.2 Example Principle Of Figure/Ground, week 1 (06/02/2024)

For example, when an interface's color theme changes from light to dark, the previously black text becomes white, and the white background becomes black. Even though the colors have reversed, we have no trouble recognizing the interface. We automatically interpret the foreground and background colors.

2. Contrast

contrast is all about using opposites to capture your audience’s attention and draw the eye to key parts of your message
Contrast occurs when two or more visual elements in a composition are different.
In design we use contrast to generate impact, highlight importance, create exciting graphics and create visual interest and dynamics.

A. Contrast In Shape

Figure 2.3 Example Contrast in Shape, week 1 (06/02/2024)

For example, two shapes almost identical in scale but they both vary in characteristic. One has a smooth surface and the other has a pointed surface. In this case it may be the shape with the smooth surface is so simple it makes us want to look at the other shape more because it’s more complex.

B. Contrast In Color

Figure 2.4 Example Contrast in Color, week 1 (06/02/2024)

The next example demonstrates contrast in color and as well as shape. Even though we have a mixture of shapes, they appear in various degrees of color. Regardless of contrast between shapes here, there is a clear contrast of colour or tone. The darker the shape, the more attention it commands.

C. Contrast In Scale

Figure 2.5 Example Contrast in Scale, week 1 (06/02/2024)

Figure 2.6 Example Contrast in Scale, week 1 (06/02/2024)

Here we have eight strokes but in different stroke sizes and a grid of circles. Again, we can see how context is integral to contrast here. It’s the visual elements around each other that give meaning to one another.

D. Contrast In Type

Figure 2.7 Example Contrast in Type, week 1 (06/02/2024)

In type, contrast is commonly used to create hierarchy and structure. There are many methods for creating contrast in typography: alignment, typeface, type size, colour and weight can be all considered.

E. Contrast In Type And Colour

Figure 2.8 Example Contrast in Type And Colour, week 1 (06/02/2024)

For example, we can see a word pop out from a block of type by simply being of a darker shade in this design.

F. Contrast In Type And Alignment

Figure 2.9 Example Contrast in Type And Alignment, week 1 (06/02/2024)

For an example, the current design demonstrated contrast in type in a more dramatic way. We have type in various sizes, weights and alignments. The type is mostly dark but but there is some white cutting through the dark solid bar and we have type cutting off and onto the page from top to bottom.

G. Contrast In Type And Colour

Figure 3.0 Example Contrast in Type And Colour, week 1 (06/02/2024)

Next we have some similar type contrast but also contrasting with other visual elements. The main focus is on the title word which creates it’s own dynamic as it crosses over from a light space into a dark space which our eye is mostly drawn to.

H. Contrast In Shape And Colour

Figure 3.1 Example Contrast in Shape And Colour, week 1 (06/02/2024)

For example, some of the most iconic logos are some of the most simple and contrasting. Just like how contrast plays it’s role in road signs to communicate bold important messages, contrast is used in logos for the same purpose to be remembered.

3. Emphasis

It refers to having a focal point in our graphic artwork. In the image, it can be any shape, object, or text area that deem to be the most important part of the message.

For the viewer, it takes less than a second for their eye to be drawn to it when they first see your graphic image.

A. Lines

Linear flow determines the overall direction of the design. Changing the flow calls attention to that point.
For example, a design created with vertical lines is interrupted when a horizontal line is added. It creates a distraction that catches the eye.

B. Colors

Color can be used effectively to create emphasis in graphic design.
Soft colors make the eye move at a leisurely pace, while bright colors cause the eye to jump. A dramatic shift in color is an attention-getter.

C. Alignment

The human eye loves to follow sequences, such as tracing a road on a map. It likes to see text lined up in an orderly fashion.

D. Textures

Textures are used to deliberately demand scrutiny of an area within a design.
For example, when there is an important section of text on the image, use an embossed or drop shadowing effect to make it more noticeable.

E. Mass

This involves the use of color and shape together.
For example, if most of the background is bright, add a dark shape to create focus. This is a common strategy used for titles and headlines.

F. Balance

Balance or symmetry in a design means granting equal emphasis to all objects.
This balance can be broken by inserting an asymmetrical arrangement.
The point of imbalance will be the strongest point of interest.

G. Contrast

When two areas are in severe contrast, the eye jumps from one to the other.
Understanding how colors compete will allow you to match the level of contrast to the strength of your message. A call to action requires a powerful contrast.

H. Proximity

Psychologically, we perceive objects arranged near to one another as a single group.
By isolating one of those objects, you have a "rebel" element in the design. It is a great way to make your main point more obvious.

I. Repetition

The human eye relaxes and decides to "go with the flow" when it sees repetitive patterns or objects.
It is soothed by the orderliness, so when this is suddenly disrupted, the eye cannot wait to determine the reason for the chaos.

J. White Space

White space or any consistent background color allows for a calm visual flow throughout the design.
Increasing the white space around an object or section of text draws the viewer's attention to that area.

K. Shapes

It is natural for the human eye to go to something that looks different from its surroundings in a scene.
For example, drop a circle into a design predominantly composed of squares and it will stand out.

4. Balance

It refers to the distribution and visual weight of elements in a composition.
A well-balanced design is naturally pleasing to the eye and exudes a sense of equilibrium

The elements that must be balanced to achieve a desired design are,

Objects
Colors (value, hue, saturation, transparency)
Textures (smooth versus rough)
Space
Still versus moving

A. Symmetrical Balance

With symmetrical balance, the visual weight is distributed evenly.
You can draw a straight line through the middle of the design in any direction and the visual balance would be evenly distributed.
This makes the composition appear stable and creates a more orderly look.

Figure 3.2 Example Of Symmetrical Balance, week 1 (06/02/2024)

For example, both sides of the composition carry the same visual rate. Neither side feels heavier than the other. This is a perfectly balanced design.

B. Asymmetrical Balance

An asymmetrical composition is intended to create a deliberate imbalance of the elements in the design.
Asymmetricality can create tension and give your composition a sense of movement.
To get this effect, one side can feel heavier than the other as long as it is still balanced.
For instance, you can have several small elements that balance out one large element or you can have smaller elements positioned further away from the center of the composition.
In either case, the elements are not the same size and not positioned evenly like with symmetrical balance. However, your composition still has a sense of balance while creating visual interest.

Figure 3.3 Example Of Asymmetrical Balance, week 1 (06/02/2024)

For example, the elements on the top feel a bit heavier than the bottom, but it helps to create tension and lead the viewer’s eye toward the focus of the composition, which is the “Character Design” text.

C. The Golden Ratio

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.

Figure 3.4 The Golden Ratio, week 1 (06/02/2024)

Figure 3.5 Example Of The Golden Ratio, week 1 (06/02/2024)

Figure 3.6 Example Of The Golden Ratio, week 1 (06/02/2024)

D. 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.

Figure 3.7 Example Of Rule Of Thirds, week 1 (06/02/2024)

5. Repetition

Repetition means reusing elements — colors, patterns, fonts, images, textures and more throughout a piece of work. Another way of thinking about repetition is consistency.
Repetition is a great way to add texture to the piece. Not only does it create an element of unity within a specific piece of artwork, but repetition can also help create texture and bring the project to life.
Sometimes, repetition is a natural part of the graphic design process, especially when creating logos and websites.

A. Types Of Repetition

Repetition
Patterns
Rhythm

Figure 3.8 Types Of Repetition, week 1 (06/02/2024)

6. Movement

Movement is the principle of design used to give artists the ability to lead a viewer’s eyes around an art piece.
For instance, artists will create pathways within their artwork so that a viewer will automatically look at a piece in a certain direction.
Movement is also used to show physical action on a still image, such as showing an action scene, a character running away, dancing, or fighting another character.

A. Lines For Movement

Figure 3.9 Example Of Line For Movement, week 1 (06/02/2024)

B. Rhythm For Movement

Figure 4.0 Example Of Rhythm For Movement, week 1 (06/02/2024)

C. Hierarchy For Movement

Figure 4.1 Example Of Hierarchy For Movement, week 1 (06/02/2024)

D. Alignment For Movement

Figure 4.2 Example Of Alignment For Movement, week 1 (06/02/2024)

7. Harmony & Unity

Unity in design occurs when the elements in a space work together in such a way that the resulting look is balanced and harmonious. It is difficult to achieve unity without harmony.

Harmony is accomplished by the repetition of a particular design element, such as color, shape, texture, etc… that harmony is what creates the sense of unity. DIY’ers beware, too much unity in a room can lack personality and interest.

Figure 4.3 Example Of Harmony & Unity, week 2 (13/02/2024)

8. Symbol

Refers to 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.

A. Pictorial Symbol

Image related and simplified pictures.

Figure 4.4 Example Of Pictorial Symbol, week 2 (13/02/2024)

B. Abstract Symbol

Abstract symbols can look like the objects that they represent but have less details

Figure 4.5 Example Of Abstract Symbol, week 2 (13/02/2024)

C. Arbitrary Symbol

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.

Figure 4.6 Example Of Arbitrary Symbol, week 2 (13/02/2024)

9. 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. It is therefore important to use suitable and relevant images when designing.
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.

Figure 4.7 Example Of Word And Image, week 2 (13/02/2024)

UNITED NATIONS SUSTAINABLE DEVELOPMENT GOALS (UNSDG)

Figure 4.8 UNSDG Goal 13 Climate Action, week 2 (13/02/2024)

From the 17 United Nations Sustainable Development Goals (UNSDG), I have chosen number 13, which is Climate Action as I feel it's essential to address climate change. Since young, we were taught to protect the ecosystems and biodiversity of the earth. However in actual fact, the world we lived in is extremely affected by pollution, facing global warming and people suffering from illness due to dust and sut. It's quite sad to see that the home which we lived in becomes substandard and in a risk of a crisis. Therefore, I would like to highlight this topic to spread the awareness on the importance of climate action so that we can have a green and healthy environment in the future.

Figure 4.9 UNSDG Goal 13 Climate Action Aims, week 2 (13/02/2024)

This goal is all about dealing with climate change. It means taking steps to reduce pollution that causes global warming. SDG 13 calls for an urgent action to combat climate change and its impacts. It emphasizes the need for countries to take significant steps to reduce greenhouse gas emissions, enhance resilience and adaptive capacity to climate-related hazards. Besides, integrate climate change measures into national policies, strategies, and planning. The goal aims to limit global warming to well below 2 degrees Celsius (preferably to 1.5 degrees Celsius) above pre-industrial levels, which is crucial for preventing the most severe impacts of climate change. SDG 13 also underscores the importance of international cooperation and support to assist developing countries in their climate action efforts. By addressing climate change comprehensively, SDG 13 seeks to safeguard ecosystems, protect vulnerable communities, promote sustainable development, and build a more resilient and sustainable future for all.

ARTWORK CHOSEN THAT RESOLVE AROUND GOAL 13 - CLIMATE ACTION

Figure 5.0 'Atlas Holding Our World' by Karim Fakhoury, week 2 (13/02/2024)

Name Of The Artwork: Atlas Holding Our World

Design By: Karim Fakhoury

The reason I chose this artwork is because "Atlas holding our world," is an awareness art drawn by a designer named Karim Fakhoury from Montreal, Canada. The art contributes by addressing one of the major growing problems which is global warming. Through the artwork, we can understand that only we ourselves can change the current crisis as science and technology alone cannot reverse it. I notice that the piece represents how polluted the earth really is as Atlas struggled to carry a massive amount of waste while standing on a dirty, grunge pedestal. The pedestal is set in the ocean explains how plastics and trash are filling and polluting the oceans. He wanted to highlight that we are being 'crashed' by own waste therefore designed the background to be a storm probably imply to climate change and the impending doom that sits in the future if change is not made.

(150 words)

DESIGN PRINCIPLE WHICH I NOTICED IN 'ATLAS HOLDING OUR WORLD'

1. Contrast

The designer Karim Fakhoury designed the piece with a monochrome color as the theme which is the color black and white as he wanted to draw more attention about global warming.
We also can see the different between the normal ‘Atlas Carrying the World” which shows a powerful and positive impact to the world however the art style from Karim is darker and depressing as he wanted to express the emotions ‘struggling’, ‘loss of hope’ and ‘the end’.

2. Emphasis

The designer Karim Fakhoury emphasized the key element, which is Atlas is standing on a dirty grunge cake pedestal carrying a massive amount of wastes being position in the center of the piece.

3. Balance

The elements, composition, colors and space were distributed evenly throughout the piece.

4. Harmony And Unity

The theme and the elements in the piece collaborate well with each other to deliver the message to the viewers.

5. Movements

The designer Karim Fakhoury designed the rubbish to drop from the massive amount of wastes.

6. Symbol

Atlas is used in the pieces as the main emphasis as Atlas is known as a mythical character and the god of strength and endurance who was punished by the Olympus to hold the sky from falling onto the earth.

FEEDBACK

WEEK 2

General Feedback

Suggest to take down feedback

Specific Feedback

Need some improvements
Advised to connect artwork with design principles

WEEK 3

General Feedback

Reminded to update blog links and self-reflection sheet

Specific Feedback

Compare the original 'Atlas carrying the world' with the current Karim designed
Look at the bigger picture. Looks like a chess pawn

NG KAR YEE (0367743)

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