Design Principles - Task 1: Exploration
9/2/26 - 27/2/26 / Week 1 - Week 3
Janice Cheah Pei Ern / 0376497
Design Principles / BDCM / Taylor's University
Task 1
LIST / JUMP LINK
LECTURES
For task 1, we are tasked to read up on different design principles and do exploration on the stated design principles before searching for design works that includes some of these design principles.
Contrast is the juxtaposition of strongly dissimilar elements. It provides visual interest, emphasises a point and express content without being monotonous.
Source from: https://www.instagram.com/p/DCRtvMchQYB/
Gestalt theory is how human eye see visual elements. Gestalt is a German word meaning shape or form. It shows how complex scenes can be reduced to simple shapes and making them single with united form instead of separation.
Proximity is the process of making related design elements placed together, making them connected or have a relationship with each other.
Continuation is how the human eye follows paths, lines and curves, seeing it as a continuous flow between visual elements.
Closure is how the human eye see complete shapes. If the visual elements are not complete, the viewers will fill in the missing visual information to perceive a complete shape.
Figure & Ground is the objects are perceived being either in the foreground or the background. They stand out in the front as the figure or recede into the back as the ground.
Law of Symmetry & Order is how elements that are symmetrical to each other will be perceived as a unified group and more likely to be grouped together.
Balance is the equal distribution of visual weight, making visuals to appear balanced. It can be either symmetrical or asymmetrical.
Symmetrical balance has equal visual weight on equal sides.
Radial balance is arranging same elements around a central point.
Asymmetrical balance has unequal visual weight, one side might be more dominant than the other side. It will offer more visual variety but it will be difficult to achieve due to complex relationships between elements.
Golden ratio, which also known as phi, is a mathematical concept that originates from the Fibonacci sequence and it has become the representative of perfect beauty to create visual balance.
Source from: https://99designs.com/blog/tips/the-golden-ratio/
Rule of thirds is a composition guideline that is done by dividing the composition evenly into thirds horizontally and vertically. The subject or the focal point of the composition is placed at the intersection of the lines or along one of the lines.
Emphasis is the dominance and focus of a design work. Using elements such as colour, shapes or value can help to bring out emphasis.
Variety is the change or slight difference in elements and objects in a composition to avoid it from looking boring.
Source from: https://design.tutsplus.com/articles/the-principles-of-design--cms-33962#toc-fz1f-principles-of-design-variety
Repetition creates a rhythm and pattern to a design work. Variety in repetition avoid monotony, making visuals exciting and active.
Source from: https://www.instagram.com/p/DPDY4I6AbvS/?img_index=2
Movement is how a design lead the viewer's eyes to move in, around, and through a composition. It can be shown using shapes, forms, lines and curves.
Source from: https://www.pinterest.com/pin/351914158400924377/
Alignment is how we place the 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.
Harmony is how all elements in a design fitting together and sharing a common trait. It may become monotony if there is no variety.
Source from: https://design.tutsplus.com/articles/the-principles-of-design--cms-33962#toc-c4xb-principles-of-design-harmony
Unity is the repetition of particular elements such as colour, shapes or materials to make the overall work have a sense of oneness.
Scale is the size of one object in relation to other objects.
Proportion is the size of parts of an object in relationship to other parts of the same object.
Symbol is a sign, shape or object that can provide information equivalent to one or more sentences of text, or even a story.
Source from: https://www.wix.com/blog/types-of-logos
Pictorial Symbols are image-related and simplified pictures.
Abstract Symbols look like objects they represent but have less details.
Source from: https://1000logos.net/toyota-logo/
Arbitrary Symbols have no resemblance to the objects or ideas they represent using geometric shapes and colours. We will need to learn the meaning behind arbitrary symbols for context.
Images can help viewers and users to relate to a concept or a brand. With the right words and typography to pair with the images, it can deepen a design's meaning.
INSTRUCTIONS
TASK
Task 1: Exploration
In this task, we have to describe and demonstrate our understanding of the selected design principles and give design examples for each of them.
Gestalt Theory in German means shape or form. It is how we, our brain perceive and make sense of visual elements. This theory proves that we group similar elements, unifying them together as a whole rather than seeing them as separate objects.
In this picture, the Figure & Ground principle from Gestalt Theory is applied. From afar, the contrast between Black and White make us perceive a shape of a skull. However, when you get closer, you can see the black areas are trees and three black cats holding balloons while the white area forms a moon, creating a cats in the night scene. To make the contrast stand out more, the artist plays with negative space, which also creates emphasis through the colour contrast and the placement of the white moon. This illustrates how visual perception can change depending on how we look at foreground and background elements. The Closure principle is also used as the black areas surrounds the white shaped looking like a moon without any outlines.
Contrast is the comparison between 2 opposite elements. It creates interests, which also creates focal point, making the overall design look more interesting and visual excitement.
In this image, the contrast is primarily demonstrated using colour contrast. The usage of black stands out from the bright colours of yellow and white. It makes the character here stands out from the background and have a visual separation even though it is not fully outlined. There is also shape contrast here because the artist uses a rigid geometrical rectangle as the background while the character here has a curvy silhouette and has flowy, wavy lines on her hair. The geometric and organic features here strengthens the visual separation and make the overall composition more dynamic.
Emphasis is the focus and dominance of a design. It emphasises one part of the design work to draw our attention on the emphasised element.
In this image, the emphasis is created using colour contrast and isolation. Among the black figures, the white figure stands out instantly, making it the focus of the composition. The white figure is also isolated in an open space while the black figures group close together. The white figure is visually different than the others, drawing attention and making it look like it is an outsider.
Balance is the equal distribution visual weight to make the overall look balance. The 2 types of balance are symmetrical and asymmetrical.
In this image, the use of symmetrical balance is clear as both the left and right sides carry equal visual weight. The two swans, along with the background's flowers and leaves mirror each other identically in the center line. The symmetrical balance in the composition makes the overall feel calm, orderly and structured.
Repetition is repeating elements in the design to create a pattern & rhythm.
In this image, the repetition of houses creates a pattern-like composition. Each of the houses has the same basic components of roofs, simple walls and windows which makes the repetition consistent. The usage of only red, white and blue further strengthens the rhythm of the repetition. The different sizes and angles of the houses also prevents the composition from feeling static, making it more dynamic and lively.
Movement is how the design element leads our eyes whether it is in, around and throughout the design work. It creates motion and a path in design through shapes, forms, lines and curves.
Source from: https://en.wikipedia.org/wiki/The_Scream
Harmony & Unity are closely related. Harmony uses art elements such as colour, shape and line to make different parts fit together, which also makes them fit the same theme, aesthetic or mood. Unity makes the composition feel one using repetition of elements.
In Harmony in Red by Henri Matisse, unity and harmony are created through the use of red for both the walls and tablecloth, visually merging both of them into one continuous space. The repeating blue and black vine moving patterns on the walls and tablecloth further blend them together, somewhat seeing the foreground and background as one. The colour contrast of the blue and black vine patterns with the red background also make them stand out without making the composition monotonous. The composition also achieves an asymmetrical balance with the window scene on the left and the visually weighted floral patterns on the right. The elements of colour and repeated motifs make the entire composition feel unified, balanced and harmonious.
Symbol is a visual that can express complex information effectively and instantly. It can represent things like ideas, concepts, histories or objects just with simple elements to us as the users and viewers.
Target, a well-known US department store, has an abstract symbol of a bullseye as their logo. They use simple circles and contrasting colours which are red and white to visually represent a "target", directly connecting with their brand's name. Using circles as a simplified bullseye makes the logo easy to remember without relying on text. The circular form also conveys focus and precision, reinforcing their brand's message of helping customers to find what they need quickly and easily.
Word & Image are vital in design and our daily lives as they can effectively convey an information to us. The right images used can help us as the viewers relate to a concept or a brand. The right words along with suitable typography to pair with the images can deepen the overall meaning of the design.
In this image, the words and image used together reinforce the intended message. The photograph of the children playing outdoors conveys the message of connection and a sense of carefree togetherness. The handwritten-style font used for the text "WE ARE NOT STRANGERS" and "born to connect" matches the casual and human mood of the image, emphasising the message the image aims to express. Aligning the theme of the visual and style of typography, the design creates a unified meaning that highlights how people are inherently connected.
Selected Design:
Title: Yellow
Designer: MANOdeMARINA
Year: 2024
Size: 2160 px X 1440 px
Medium: Digital Art
Why I selected this artwork?
I selected this artwork because even though the approach is minimalistic, it shows quite a number of important design principles.
Contrast
Colour contrast
I like how the artist immediately grabs the viewer's attention through the strong colour contrast of black and white against the yellow background.
Shape contrast
The artist plays with negative space without relying much on detailed outlines, making the character with organic lines blend in smoothly into the geometric rectangle background.
Gestalt Theory
Figure & Ground principle
The artist uses a rectangle as the background and uses negative space with minimal outlines on the character. This lets the viewers differentiate the rectangle as the "ground" and the character as the "figure".
Closure principle
Parts of the character's body and clothing are not fully outlined and drawn. This lets the viewers use their imagination to complete the form of the character.
Continuity principle
The flowing curve of the hair and the curvy line running down the character's body draw the viewers' eyes in a continued single direction.
Similarity principle
The usage of black on the character's clothing and herself makes them tied together as a group to form the silhouette.
Emphasis
The focal point is the upper body of the character because there are bigger black shapes, which are her gloves and the puffs of her dress, to contrast with the yellow background.
Balance
Asymmetrical balance
Even though it is heavier on the top, upper-body area of the character, it is visually balanced with the help of the geometric rectangle in the background and the hand posture of the character on opposite sides of the composition.
Repetition
The artist uses limited repeated motifs, which are the curvy brushstrokes style and the usage of black on the strokes and shapes.
Movement
The flowing and wavy lines of the hair add a sense of movement and energy. The dynamic lines fit the vibrant and lively yellow background.
Harmony & Unity will also be present due to the principles above working together to make the composition fit the theme and as a whole.
Overall, this design is a great study on how minimalistic design can effectively show different design principles to have a visually captivating composition.
FEEDBACKS
Week 1
General Feedback: Mr. Max briefed us on what we need to do in Task 1 and the flow of the overall module.
Specific Feedback: Overall seems fine, the selected artworks matches with the principles of design and are able to convey strong message and concept.
Week 2
General Feedback: Overall nothing requires adjustment.
REFLECTIONS
In my opinion, this task was a great introduction to the usage of design principles. I got to explore the selected design principles and how they were applied to different design works. At first, I was not familiar with the concept of Gestalt theory among the design principles but the lecture notes and some research help me further my understanding. I also learnt how the principles work with each other to create interesting compositions. Overall, this task has been helpful to me.
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