Design Principles | Task 1 : Exploration
6 Feb 2024 - 21 Feb 2024 | (Week 1- Week 3)
Chan Xiang Lam | 0358400
Chan Xiang Lam | 0358400
Design Principles | Bachelor of Design (Honours) in Creative Media
Task 1 | Exploration
Table Content
Design Principles | week 1 (08/02/2024)
These are the design principles that are taught in this module:
1. Gestalt Theory
There are six individual principles commonly associated with Gestalt
Theory :
i) Similarity
Elements that share similar attributes
such as shape, color, or size are perceived as belonging
together.
Figure 1.1.1 Gestalt Theory : Similarity
ii) Continuation
When elements are aligned or arranged in
a continuous line or pattern, our brains perceive them as related or
belonging to the same group.
Figure 1.1.2 Gestalt Theory : Continuation
iii) Closure
Our minds tend to fill in missing parts of incomplete shapes or patterns to
perceive them as whole.
Figure 1.1.3 Gestalt Theory : Closure
iv)Proximity
Elements that are close together are
perceived as a group or related, even if they are different.
Figure 1.1.4 Gestalt Theory : Proximity
v) Figure / Ground
We tend to perceive objects as either being in the foreground (the
figure) or the background (the ground), which helps us distinguish objects
from their surroundings.
Figure 1.1.5 Gestalt Theory : Figure / Ground
vi) Symmetry & Order
Symmetrical or orderly arrangements are
perceived as more stable, harmonious, and aesthetically pleasing.
Figure 1.1.6 Gestalt Theory : Symmetry & Order
2. Contrast
Contrast in design refers to the difference between objects, such as
light and dark, thin and thick, or small and large. It's crucial for
readability, legibility, and accessibility, with the most important
elements typically having the highest contrast.
Figure 1.2. Contrast
3. Emphasis
Emphasis in design is achieved through various means such as size,
weight, position, color, shape, and style. Unlike contrast, which deals
with the difference between objects, emphasis focuses on the impact of
an object. Emphasising an object creates a focal point, directing the
viewer's attention without overpowering the rest of the design. Contrast
can support emphasis by highlighting the emphasised object. Ultimately,
emphasis helps guide the viewer's gaze and creates balance within the
design.
Figure 1.3 Emphasis
4. Balance
Balance in design refers to the distribution of visual weight among
objects, akin to balancing objects on a seesaw. Achieving balance
ensures that no single element dominates the viewer's attention. It can
be attained through symmetry, equality, or asymmetry, where elements are
evenly distributed without mirroring. For instance, offsetting a large
object with smaller ones or balancing a dark, shaded element with a
lighter one creates visual equilibrium.
Figure 1.4 Balance
5. Repetition
Repetition in design involves the repeated use of design elements, often
seen in patterns or textures. It can be combined with other principles
to guide the viewer's eye, maintain continuity, or establish flow within
a design. Repetitive elements include lines, shapes, forms, colors, or
other design components.
Figure 1.5 Repetition
6. Movement
Movement in design refers to the visual flow or direction that guides
the viewer's eye through a composition. It can be achieved through
various techniques such as implied motion, where static elements suggest
movement, or actual motion, where elements within the design physically
move or change. Movement adds dynamism and interest to the design,
keeping the viewer engaged and creating a sense of rhythm and energy
within the composition.
Figure 1.6 Movement
7. Harmony and unity
Harmony is the visually satisfying effect of combining similar or
related elements.
- Adjacent colors
- Similar shapes
- Related textures
Unity in design is about achieving harmony by integrating elements
like colors, shapes, and textures, while balancing positive and
negative space. Repetition, proximity, and alignment are also used to
enhance cohesion. Overall, unity brings together these principles to
create a cohesive and visually appealing composition.
8. Symbol
A symbol in design is a combination of graphic elements representing a
brand's identity, conveying its story, and shaping consumer perception.
Figure 1.8 Symbol
9. Word and image
In design, imagery and typography are essential elements. Relevant
images connect users to concepts or brands, while well-chosen words
deepen meaning. Typography, the arrangement of text, enhances visual
hierarchy and balance in design.
The United Nations Sustainable Development Goal (UNSDG) that aligns with the message of, as depicted in the design, is Goal 13: Climate Action .
Goal 13 aims to address climate change and its impacts. Protecting the planet from the adverse effects of climate change is crucial for sustaining life and ensuring habitable environments for present and future generations. The design emphasizes the importance of safeguarding our environment from the destructive consequences of climate change, thereby contributing to the objectives outlined in Goal 13 of the UNSDGs.
Explanation
Explanation for selecting the work of art / design ：
The artwork was selected for its immediate and impactful portrayal of environmental issues. The Earth wearing a mask amidst pollution and waste serves as a powerful visual cue, highlighting the urgency of addressing climate change. The phrase "dirty air today, cloudy future tomorrow" reinforces the message, linking present pollution to future consequences. This artwork effectively communicates the pressing need for environmental action.
In this design, multiple design principles are utilized to effectively convey the message. Elements such as contrast, emphasis, harmony and unity, and word and image are employed.
Feedback
The overall blog is good. To improve, it's suggested to use real
examples to illustrate design principles instead of relying solely on
tutorial-style explanations.
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design (With infographic). Toptal Design Blog.
https://www.toptal.com/designers/gui/principles-of-design-infographic#:~:text=What%20are%20the%20principles%20of,movement%2C%20variety%2C%20and%20unity.
2. Principles of design | InVision. (n.d.). https://www.invisionapp.com/defined/principles-of-design
3. Keung, L. (2023, July 7). The principles of design. Design &
Illustration Envato Tuts+.
https://design.tutsplus.com/articles/the-principles-of-design--cms-33962
4. Waller, L. (2023, August 8). The principles of design: movement.
Inkling Creative.
https://inklingcreative.ink/movement/
5. Antonia, & Antonia. (2024, February 16). The 7 Principles of
design and how to use them | VistaPrint US. Vistaprint Ideas and Advice US.
https://www.vistaprint.com/hub/principles-of-design
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