Design Principles / Exercise

24.8.2021- 28.9.2021 (Week 1 - Week 6 )
Cheryl Voo Yie Qi / 0349878
Design Principles / Bachelor of Design in Creative Media
Exercise 



LECTURES

Lecture 1
Elements and Principles of Design

Fig 1 , The elements of design and the principles of design, https://www.pinterest.com.au/pin/91549804904112207/

  1. Point
  • A point or dot is the simplest element of design.
  • It is used as repetitive mark forms a line.

      2. Line
      3. Shape
  • Expanse within the outline of 2D area or within the 3D object.
  • Becomes visible when a line enclose an area , colour or texture sets an area apart from its surroundings.
  • Geometric - like circles, squares, triangles.
  • Organic - irregular, often curving or rounded, more informal than geometric shapes.

      4. Form
  • A 3D dimensional area is called a form.
  • When form encloses space, the space is called volume.
  • Often a major element in sculpture and architecture.
  • With 2D media, such as painting, illustration or drawing, form must be implied.

      5. Texture 
  • Texture refers to the tactile qualities of surfaces or to the visual representation of those qualities.
  • All surfaces have textures that can be experienced by touching or through visual suggestions.
  • Actual (experienced by touch)
  • Simulated or implied ( created to look like the real texture)



      6. Space
  • Indefinable, general receptacle of all things ( the seemingly empty space around us)
  • We see the space of the surface all at once in drawings, prints, photographs and paintings.
  • The actual space of each picture's surface is defined by its edges ( height and width )


Fig 9, Malayan Railway poster, https://vintagepromotions.tumblr.com/post/633988453336481792/travel-in-comfort-by-malayan-railway-federated

  • 3D space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves.
  • From the outside, we experience mass.
  • From the inside, we experience volume.


  • In graphic design, space, or depth, refers to the area that a shape or form occupies. Space can be defined as positive (filled space) or negative (empty space)
  • The illusion of a 3D space can be suggested through depth.
  • Can be achieved by overlapping of images, the variation of sizes, placement and perspective.

   7. Colour
  • Colour is the visual byproduct of the spectrum of light and the light wavelengths that the human eye receives and processes from a reflected source.


Fig 12, Rainbow prism, https://www.rookieparenting.com/make-your-own-rainbow-science-experiment/

  • Hue : colours of the spectrum (eg. yellow/green)
  • Value : refers to the lightness or darkness from white through greys to black.
  • Intensity : also called saturation or chroma, it refers to the purity of a hue.
  • Monochromatic : based on variations in the value and intensity of a single hue.
  • Colour schemes : colour groupings that provide distinct colour harmonies.
  • Analogous : based on colours adjacent to one another on the colour wheel, each containing the same pure hue.
  • Complementary : emphasise two hues directly opposite each other on the colour wheel.

  • A pure hue is the most intense form of a given colour, it is the hue in its highest saturation, in its brightest form.
  • With pigment of another hue is added to a pure hue, its intensity diminishes and is dulled.



Fig 13, Pigment scale, http://learn.leighcotnoir.com/artspeak/elements-color/hue-value-saturation/




Fig 15, Colour wheel, https://www.pinterest.com/pin/386676317976741220/

Lecture 2
Contrast

  • The juxtaposition of strongly dissimilar elements
  • Without contrast, visual experience would be monotonous
  • Contrast can provide visual interest, emphasise a point and express content



    Fig 16, example of contrast, https://www.warnerbros.com/movies/joker

Gestalt theory
Principle of similarity
  • The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those separated
  • The brain seems to craft a link between elements of a similar nature


Fig 18 , example for principle of similarity, https://za.pinterest.com/simphiweo/gestalt-principles-similarity/


Principle of continuation
  • 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

Fig 19, example for principle of continuation, https://www.pinterest.com/pin/418342252860443735/


Principle of closure
  • The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information
  • The process of ensuring related design elements are placed together
  • Any unrelated items should be spaced apart


    Fig 20, example for principle of closure, https://gcse-psychology.fandom.com/wiki/Gestalt_laws


Principle of  figure /ground

Law of symmetry and order
  • This law states that elements that are symmetrical to each other tend to be perceived as a unified group
  • This rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other


Fig 22, example for Law of symmetry and order, https://dzone.com/articles/gestalt-driven-ux-the-patterns-that-drive-ournbspw

Balance and Emphasis
  • Balance refers to the distribution of visual weight in a work of design.
  • It is the visual equilibrium of the elements that cause the total image to appear balanced.
  • Balance can be symmetrical or asymmetrical.


    Symmetrical Balance
  • Has equal "weight" on equal sides of a centrally placed fulcrum.
  • The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance.
  • Arranging elements equally around a central point results in radial balance.
  • Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.


Fig 25, example of radial balance, https://shotkit.com/radial-balance/

 Asymmetrical Balance
  • Unequal visual weight on each side of the composition.
  • One side of the composition might contain a dominant element,which could be balanced by a couple or more lesser focal points on the other side.
  • Evokes feelings of modernism, movement, energy, and vitality.
  • Offers more visual variety, it could be more difficult to achieve because the relationships between elements are more complex.

The golden ratio
  • Also known as phi, it is a mathematical concept. The ratio comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere.
  • Many have perceived it as the representative of perfect beauty / is uniquely found throughout nature.
  • It has been used for centuries as a guide to create visual balance in architecture and paintings.
  • It can be used to bring harmony, balance and structure to one's work and increase the appeal of a design work.

Rule of Thirds
Emphasis and Dominance
Lecture 3
Repetition (pattern and rhythm)
  • Repetition could make a work of design seem active.
  • Creates rhythm and pattern within the work.
  • Variety is essential to keep rhythms exciting and active, and to avoid monotomy.
  • Patterns increases visual excitement by enriching surface interest.

Movement
  • The way a design leads the eye in, around, and through a composition - the path the eye follows.
  • Motion / 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.

Fig 31, example of movement, https://www.arttutor.com/class/movement-art


Fig 32, example of movement, https://drawpaintacademy.com/movement/

Hierarchy
  • 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.

Fig 33, example of hierarchy,https://visme.co/blog/visual-hierarchy/
Alignment
  • It is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.
  • It creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.

Fig 34, example of alignment, https://www.pinterest.com/pin/171910910757450945/

Lecture 4 
Harmony 
Unity
  • It refers to the repetition of particular elements throughout your design(colours/ shapes/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.
  • Unity and harmony are similar but they each play distinct roles.
Scale and proportion
  • They are both design elements that have to do with size.
  • Scale is the size of one object in relation to the other objects in a design or artwork.
    - Architectural drawings and scale models are examples of the applied use of scale.
    - It is used to specify / illustrate details based on the relative sizes of objects.
    - Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design /composition.

  • Proportion refers to the size of the parts of an object in relationship to other parts of the same object.
    - It is the relationship of two or more elements in a composition and how they compare to one another with respect to size, colour, quantity, degree, setting.
    - It is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
    - The effective use of proportion in design often results in harmony and unity.
Fig 37, example of proportion, https://www.pinterest.com/pin/747738344353057329/


Lecture 5
Symbol, word and Image
  • A sign,shape or object that is used to represent something else.
  • Symbols can provide or convey information, equivalent to one or more sentences of text or a whole story.

    Fig 38, lecture's video
Pictorial symbols
Abstract symbols
Arbitrary symbols
  • Have no resemblance at all to the objects / the ideas they represent.
  • The symbol is invented with the meaning constructed.Many are based on geometric shapes and colours.


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 work of design.
  • Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design.
  • Typography is the design and arrangement of text to convey a message or concept.


INSTRUCTIONS



Exercise 1 
  1. Produce 1 design of Gestalt and 1 design of Contrast.

Exercise 2 
  1. Choose two principles from Emphasis / Balance / Repetition / Movement.
    Produce 1 design for each chosen principle.

Exercise 3
  1. Choose two principles from Harmony / Unity / Symbol / Word and Image.
    Produce 1 design for each chosen principle.

    VISUAL RESEARCH

    Contrast
    - Contrast is achieved when opposite elements are arranged together

    Gestalt
    - When human looking at a group of objects, will see the whole before we see the individual parts

    Emphasis 
    Emphasis is the principle of art that helps the audience put the story of a painting together in their own minds
    Fig 44, example of emphasis, https://thevirtualinstructor.com/blog/emphasis-a-principle-of-art


    Balance
    Balance in Art refers to the use of artistic elements such as line, texture, color, and form in the creation of artworks in a way that renders visual stability. 


    Fig 45,example of balance, https://www.pinterest.com/pin/464785624019024698/


    Repetition
    -The repeated use of particular elements of visual arts to create a pattern, movement, rhythm, or unity 

    Fig 46, example of repetition, https://www.pinterest.com/pin/799459371329483867/

    Movement
    Movement is the path the viewer's eye takes through the work of art, often to focal areas. Such movement can be directed along lines, edges, shape, and color within the work of art.




    IDEA EXPLORATION
    Exercise 1
    Gestalt theory

    For gestalt, I searched in the internet, there is a lot sample for principle of figure and ground, but I don't really have a lot of idea for this, but I did come up with an idea from Grimm's Fairy Tales Candy House. I wanted to switch the cup in the middle into a lollipop to make it looks like they ate the lollipop. 


    Fig 49,First attempt for gestalt

    I added a lollipop stick for the lollipop to make it more look like a lollipop compare to my first attempt. 


    Fig50, Final outcome for gestalt

    Contrast
    For contrast, an idea popped up in my head like the photo below with umbrellas. By the colour in the picture, I thought of The Ugly Duckling from the fairytale. The ugly duckling was also the only one different from the others. 



    Fig 52, my sketches


    I created my final outcome with Procreate on iPad. Then, I added colours to it, yellow ducklings and a black duckling which represents the ugly duckling.


    Fig 53, Final outcome

    Exercise 2
    Repetition

    For repetition, I was thinking for paper-cutting patterns, but at last, I have an idea about the story in the bible about the miracle of the five loaves and two fish. I wanted to make the five loaves and two fish repetitively like the picture below.



    Fig 54, five loaves and two fish, https://stock.adobe.com/my/search?k=loaves+fish

    I'm not sure that my drawings are suitable for the topic "Repetition", but this is the final outcome. I repeated the fishes and loaves to match the repetition topic.


    Fig 55, Final Outcome

    Balance
    As for balance, my inspiration is from the horror movie “It”. The clown's face is actually left and right balanced. So I tried to draw the face using the symmetry guides in Procreate to create a balanced face. 

    Fig 56, The clown from movie “It”, https://complete-horror.fandom.com/wiki/It_(Creature)


    The red round shape on his head is the balloon in the movie, I think that the red balloon is one of the icon of this movie so I decided to add in my drawing like the scene in the movie too.
     
    Fig 57, Final Outcome

    Exercise 3
    Harmony
    For harmony, I can think about a harmony scenery. I think that blue colour anyway represents harmony so I drew a seaside with a lighthouse with blue and white which i think it creates a harmony scenery using these two colour.
    Here are some of my research:

    Fig 58, seaside scenery, https://pxhere.com/en/photo/1624836



    Here are my results:


    Fig 60, Result in JPG




    Fig 61, Video of my drawing process



    Fig 62, Final in PDF file


    Symbol

    For symbol, I was inspired by a video online but I couldn’t find it anymore. It was a man making an acorn necklace for his girlfriend.

    Acorn represents luck. The oak tree that grows acorn symbolizes life, fertility and immortality. Acorn is also a symbol of power and strength, its special shape is also very popular among designers, who like to often appear in jewellery and artwork. It is also a food that Totoro likes. To Totoro, an acorn is a gift to the world; to the world, an acorn is a wish.



    I wanted to make it a symbol of luck, then I made it with Adobe Illustrator and I also used the colour wheel to find a matching background colour for it. I used a similar colour that i used for the acorn and found out the complementary colour blue, so I used blue as my background colour.


    Fig 65, Adobe colour wheel

    Here is my final result:

    Fig 66, Final PDF file


    FEEDBACK

    • Need to update e-portfolio every week.
    • Final Outcome needs to be PDF file.


    REFLECTION

    I learned a lot from the lecture videos, it was explained very detail in every video. I wasn't really sure that my designs really suit every topic, but in this exercise, I found out that it is fun to do researches and refer to other's work on the internet. It does give me a lot of inspiration but I think that my designs did not turned out well, I'm going to try harder in the following exercises or projects. 





    Comments

    Popular Posts