Design Principle (Sem1.5)-Task 1 Exploration

 6/2/2024- 26/2/2023 ( Week 1- Week 3)

Chai Wei Yi (0369561) 

Design Principles GCD60804

Bachelor of Design (Honours) in Creative Media / Taylor's University

TASK 1 (Exploration)

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 Introduction 

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LECTURES

Week 1 Lecture

During the initial week of our class, Dr. Yip provided an overview of our Design Principles subject. Additionally, attendance is tracked through the viewing of pre-recorded lectures available on Microsoft Teams and the Taylor MyTimes app. In these lectures, Dr. Yip thoroughly covered the essential design principles crucial for our upcoming projects. As part of our assignment, we were tasked with summarizing the following design principles explained by Dr. Yip to enhance our comprehension for future project work

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

Gestalt Theory 

The term "Gestalt" refers to "shape" or "form" in German. This serves the purpose in showing how complex scenes can be reduced to more simple shapes and how human eyes actually perceived separate elements as a single form.

Principle of Similarity

- Even if things are apart, our eyes can see similar parts as one whole picture

Figure 1.0 (Principle of Similarity)

Picture 1.0/Picture 2.0

Principle of Continuation

- Instead of seeing things as separate, our eyes like to follow the paths, lines, and curves in a design. We prefer to see a smooth and continuous flow

Figure 1.1 (Principle of Continuation)

Picture 3.0/Pictue 4.0

Principle of Closure

- Human eye prefers complete shapes rather than incomplete shapes
- User can fill in the missing visual information to view the shape as complete

Figure 1.2 (Principle of Closure)

Picture 5.0/Picture 6.0

Principle of  Proximity

- Our eyes like to see similar design elements placed together. When elements are close, it means they form a visual unit. This helps make the layout more organized

Figure 1.3 （Principle of  Proximity）

Picture7.0/Picture 8.0

Principle of Figure / Ground

- Objects that stand out clearly in the foreground or background

Figure 1.4 (Principle of Figure / Ground)
Picture 9

Law of Symmetry & Order

- Symmetrical elements are perceived as a unified group

Figure 1.5 (Law of Symmetry & Order)
Picture 10

Contrast

Differences between elements of design or subjects in a work of art

• Used Geometric Shapes & Organic Shapes together
• Used line(element) to show contrast of a curved line with jagged line
• Contrast subject matters with good versus evil or tall versus short
• Four types of contrast: Value, color, shape, texture
• Provide visual interest/ Emphasize a point/ Express content

Figure 2.0 ( light and dark contrast)

Picture 11/Picture 12

Balance

This pertains to the allocation of visual weight within a design composition. Achieving visual equilibrium among elements enhances the overall balance of the image. This equilibrium can be attained through various techniques such as symmetrical arrangement, asymmetrical composition, adherence to the rule of thirds, or application of the golden ratio

Symmetrical Balance

This refers to an even distribution of visual "weight" on both sides of a centrally positioned center, creating a design with equal balance. Bilateral balance occurs when elements are evenly arranged on both the horizontal and vertical sides of the central axis. Radial balance involves arranging elements equally around a central focal point. Along the pivot line, similar yet distinct forms are organized to approach symmetry

Figure 3.0 ( Symmetrical Balance)

Picture 13/Picture 14

Asymmetrical Balance

-Asymmetrical balance involves distributing visual weight unevenly on each side of the composition. One side may feature a dominant element, offset by smaller focal points elsewhere. This imparts a sense of energy, movement, vibrancy, and modernism. Although achieving asymmetrical balance is more complex and challenging, it offers greater visual variation, making the overall design more dynamic and engaging

 

Figure 3.1 ( Asymmetrical  Balance)

Picture 15/Picture 16

The Golden Ratio

also known as phi, the Golden Mean, or the Golden Section, is a mathematical concept represented by the infinite number 1.61803. It was introduced through the Fibonacci Sequence, a natural series of numbers found in various phenomena, such as the spiral of a seashell or the arrangement of leaves on a tree. Regarded as a symbol of perfect beauty, the Golden Ratio serves as a guide in creating harmony, balance, and structure in both painting and architecture.

Figure 3.2 ( The Golden Ratio)

Picture 17/Picture 18

Rule of Thirds

- Dynamism is founded in the work of design/photography/film/painting. An image is uniformly divided into two horizontal and vertical thirds. The image's subject is positioned at the lines itself or dividing lines.

Figure 3.3 ( Rule of Thirds)

Picture 19/Picture 20

Emphasis

In design, we use a main point of interest along with colors, shapes, or shades to make something stand out. For example, we can use lines to make the eyes focus on one main point, place a single shape like a circle in the middle of an empty space, or use small shapes to direct attention to a central point. This helps create a dominant or important part in the design that catches the viewer's eye

Figure 4.0 ( Principles of Emphasis)
Picture 21

Repetition & Movement

Repetition 

Repetitive designs contribute to the creation of rhythm and patterns in the artwork, infusing it with vitality. Ensuring variety is essential to keep the rhythms dynamic and active, preventing monotony. Nevertheless, incorporating patterns can heighten surface interest, thereby amplifying visual excitement.

*Variety pertains to introducing changes or subtle differences in elements and objects within the composition, preventing the formation of a monotonous arrangement. This can encompass alterations in angles, exposure, composition, and other relevant factors.

Figure 5.0 ( Repetition)
Picture 22

Movement 

The path the eye follows (in, around, and through a composition). It shows action and directs the viewers eye through a work of art. It happens when visual picture appear to be moving. Movement originated from the kind of forms, curves, lines, and shapes that are utilized

Figure 5.1 ( Movement)
Picture 23/Picture 24

Hierarchy

Having an organized arrangement of content in a composition to transmit data & express definition. Visual hierarchy navigates viewers to the most crucial information before directing them to secondary content

Figure 5.2 ( Hierarchy)
Picture 25

Alignment

In design, alignment means arranging elements so they share a common center and their edges line up along shared rows or columns. Good alignment gives the design a stable overall look by creating a sense of togetherness and unity. This helps guide a person's eyes smoothly across the design

Figure 5.3 ( Alignment)
Picture 26

Harmony & Unity

Harmony

This process entails selecting elements that share similar qualities. Diversity is essential to prevent the design from becoming monotonous. Harmony is the perception of how all components in your design interact cohesively

Figure 5.4 (Harmony)

Picture 27

Unity

Refers to the repetition of specific elements within your design. Unity is achieved when these components harmoniously come together, creating a cohesive theme. The experiences of harmony and unity in design vary

Figure 5.5 ( Unity)
Picture 28

Symbol /Word & Image

SYMBOL

A sign, shape or object that is used to represent something. In design, symbols are often use to deliver information equivalent to sentences of text, or even a whole story

Pictorial Symbols

They are image-related & simplified pictures

Figure 6.0( Pictorial Symbols)
Picture 29

Arbitrary Symbols

• They have no resemblance at all to the objects or ideas they represent
•  Invented with meaning constructed. (Mostly based on geometric shapes & colors)

Figure 6.1 (Arbitrary Symbols)
Picture 30

Abstract Symbols

They look like similar objects but have lesser details

Figure 6.2 ( Abstract Symbols)
Picture 31

Word & Image

• Important to use suitable and relevant images when designing
• If the right words are chosen to pair with the imagery, it could deepen its meaning
• 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

Figure 6.3 ( Word & Image)
Picture 32

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TASK 1 (EXPLORATION)

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 my 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.

Description of Goal 14 （Life Below Water)

The United Nations Sustainable Development Goal 14 (SDG 14) focuses on "Life Below Water." This goal aims to conserve and sustainably use the oceans, seas, and marine resources. It addresses various challenges, including marine pollution, overfishing, and the overall protection and restoration of marine ecosystems.

The goal seeks to promote the sustainable management of marine and coastal ecosystems, protect biodiversity, and address the impacts of climate change on oceans. Achieving SDG 14 is crucial for maintaining the health of marine life, supporting coastal communities, and ensuring the long-term sustainability of our oceans

Chosen Artwork Representing (Life Below Water)

Title of Artwork: Save The Wave
Designer's Name: Ads of Words ( Company Name)
Year: 2013
Size: A4
Medium: Digital
Source link: click me to see picutre

Design Principles Used in the artwork by

• Balance (The Golden Ratio)
• Contrast
• Movement
• Hierarchy
• Principle of Closure

Reasons why I choose this artwork: 144 words

The artwork resonates with the goal of "Life Below Water" by vividly depicting the underwater marine life. Immersed in this aquatic realm, one confronts the harsh reality of pollution and needless waste resulting from our daily conveniences. The artist adeptly employs discarded materials to symbolize ocean waves, juxtaposing this with the crucial marine habitat. The piece raises awareness of humanity's self-centered actions amid progress, emphasizing the undue sacrifices our oceans endure for mere convenience. The word "Life Below Water" atop the waves signifies the artist's plea that, amidst societal advancement, our oceans should never face absolute sacrifice. This artwork serves as a poignant reminder of our shared responsibility in safeguarding oceans amid the relentless march of progress, urging us to prioritize the preservation of these vital ecosystems

Weekly Feedback

Week 2- (absent) 

Week 3- For each photo, provide a caption and include a link. "Reasons why I choose this artwork" has too many words, must be fewer than 150.

Reflection

It's one of my subjects during my second semester of my degree in creative media, focusing on Design Principles. This subject is particularly appealing to me because it goes beyond teaching how to create a "design" or an "artwork" through brainstorming. It provides a comprehensive understanding of design, including design language and principles.

For Task 1, the emphasis is on learning about UNSDG and selecting an artwork that aligns with our chosen goals. I opted for "Life Below Water." The choice is straightforward; it revolves around marine life. As a scuba diver, I'm keen on exploring ways to convey the beauty of marine life through my designs. I strongly believe that this subject will be immensely beneficial for my future endeavors.

Further Reading
The further reading I chose is "The Principles of Design and Their Importance." It's a valuable resource for me because, after going through it, I have truly learned a lot about design principles and gained a deeper understanding of how these principles work. The reading explains how each principle functions, how to apply them more systematically, and emphasizes the importance of utilizing these principles effectively in design work. This material has been instrumental in enhancing my comprehension of design principles and their practical applications.

Basic Visual Design Principles
As already mentioned, there is no real consensus in the design community about what the main principles of design actually are. That said, the following twelve principles of visual design are those mentioned most often in articles and books on the subject.

Contrast: One of the most common complaints designers have about client feedback often revolves around clients who say a design needs to “pop” more. Contrast refers to how different elements are in a design, particularly adjacent elements. These differences make various elements stand out. Contrast is also a very important aspect of creating accessible designs. Balance: All design elements and principles—typography, colors, images, shapes, patterns, etc.—carry a visual weight. The way these elements are laid out on a page should create a feeling of balance, achieved through symmetrical or asymmetrical arrangements. Emphasis: Deals with the parts of a design that are meant to stand out, conveying the most important information. Emphasis can also be used to reduce the impact of certain information, emphasizing or de-emphasizing elements as needed. Proportion: The size of elements in relation to one another. Proportion signals what’s important in a design and what isn’t, with larger elements being more important. Hierarchy: Relates to how well content can be processed by users. It refers to the importance of elements within a design, often illustrated through titles and headings. Repetition: A great way to reinforce an idea and unify a design. It can be achieved by repeating colors, typefaces, shapes, or other elements, creating consistency. Rhythm: The spaces between repeating elements can cause a sense of rhythm, with five basic types: random, regular, alternating, flowing, and progressive. Pattern: Repetition of multiple design elements working together. Patterns can also refer to set standards for how certain elements are designed. White Space: The areas of a design that do not include any design elements. White space serves many important purposes, giving elements room to breathe and highlighting specific content. Movement: Refers to the way the eye travels over a design, guiding the viewer from one important element to the next. Variety: Used to create visual interest, preventing designs from becoming monotonous. Variety can be introduced through color, typography, images, shapes, and other design elements. Unity: Focuses on how well the elements of a design work together. Designs with good unity appear organized and of higher quality. Conclusion: Understanding and applying these principles of visual design can significantly enhance the effectiveness and aesthetics of any design project. Whether creating a website, graphic, or any visual content, incorporating these principles ensures a harmonious and engaging visual experience for the audience. Mastery of these principles empowers designers to communicate ideas more effectively, creating a lasting impact on viewers.