6/2/2024- 21/2/2024 ( Week 1- Week 3)
Alyssa Lim Shyn Yi (0365877) Class 01 Sec 03
Design Principles GCD60804
Bachelor of Design (Honours) in Creative Media / Taylor's
University
TASK 1 (Exploration)
TABLE OF CONTENT
1. Instructions
2. Lectures
3. Task 1 (Exploration)
4. Feedback
5. Reflection
6. Further Reading
INSTRUCTIONS
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LECTURES
Week 1 Lecture
In our first week of class, we were being briefed by Dr Yip about our subject,
Design Principles. Moreover, we are required to watch the pre-recorded
lectures posted in Microsoft Teams & Taylor MyTimes app in order to record
our attendance. In the lecture videos, Dr Yip had explained the design
principles we needed to learn so that we could have a better understanding
while doing our projects in the future. Hence, we were asked to recap the
design principles listed below:-
- 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
- Although elements are separated, our human eye could perceive the
similar elements together as a complete image
Principle of Continuation
- Rather than separated objects, the human eye follows the paths, lines
& curves of a design and prefers to see a constant flow
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
Principle of Proximity
- Human eye tend to perceive similar design elements are placed together. Having proximity among the elements indicates how they become a visual unit. This leads to better organization in the layout
Principle of Figure / Ground
- Objects that stand out clearly in the foreground or background
Law of Symmetry & Order
- Symmetrical elements are perceived as a unified group
CONTRAST
Definition: Differences between elements of design or subjects in a work of art.
Examples:-
-
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
BALANCE
- Refers to how distribution of visual weight happens in a design work. Having visual equilibrium of elements could make the image more balanced. This can be achieved through
symmetrical, asymmetrical, rule of thirds or the golden ratio.
Symmetrical Balance
- Has equal "weight" on both sides of a centrally placed centre
(Equally balanced design). Bilateral balance is achieved when elements are arranged equally on both horizontal & vertical sides of central axis whereas radial balance are elements arranged equally around a focal point. Around the pivot line, equivalent but different forms are organized to
approximate symmetry.
Asymmetrical Balance
- Means to have different visual weight on either side of composition. There might be a dominant element on one side which can be balanced by smaller focal points across the board. Hence it calls up sensations of energy, movement, vibrancy and modernism. This provides more visual variation although the elements are more complex & difficult to achieve
The Golden Ratio
- Known as phi / Golden Mean / Golden Section. Has a mathematical concept(1.61803...) until infinity. It is introduced by Fibonacci Sequence which occur a series of numbers naturally that appear in everything, including the form of a seashell and the number of leaves on a tree. It has been regarded as the perfect beauty. This is also used as guide to produce harmony, balance & structure in painting & architecture.
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.
EMPHASIS
- Focal point of interest is used in design along with color, shapes or value to create dominance
- Example:- Using lines to draw human eye to a single focal point, using
single shape like circle in the middle of a blank space, using small
shapes to draw human eye to a center of focus
REPETITION (RHYTHM)
- Repetitive designs generate rhythm & pattern in the work making it alive. Having variety is crucial to maintain rhythms to be lively and active to avoid monotony. However, pattern could enhance surface interest therefore increase visual excitement
*Variety is about a change or slight difference in elements & objects
in composition, to avoid a boring composition. It can also involve varying
angles, exposure, composition, etc.
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
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
- Positioning of elements are aligned at a common center & edges lining up along shared rows, columns, etc. Having good alignment could gives the overall aesthetic of the design stability by fostering a sense of cohesion & unity. Hence, it can lead a person throughout the design.
HARMONY & UNITY
Harmony
- This involves choosing components with similar qualities. Variety is needed here or else the design would become monotony. Harmony is a perception of how everything in your design works together.
Unity
- Refers to the particular elements being repeated throughout your design. Unity occurs when components are harmoniously harmonized and convey a sense of unity, forming a theme. The ways that harmony and unity are experienced in design are different.
SCALE & PROPORTION
- Means the size of one object in relation to the other objects in a design or
artwork. It also refers to the size & dimension of figures and forms relative to a
specific unit of measure. Scale can be determined in actual measurement & visual estimates based on
comparison
- Architectural drawings and scale models are examples of the applied use of scale
- Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition
Proportion
- Relationship of the size of objects within a work of art (Scale of the
objects, large & small)
- Relationship of two or more elements in a composition
- Comparison to one another with respect to size, color, quantity, degree,
setting, etc:- i.e. ratio
- Said to be harmonious when the elements are corresponding with respect
to size or quantity
- Show level of importance, bigger things will be more important than
those smaller things
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
Abstract Symbols
- They look like similar objects but have lesser details
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)
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
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.
MY UNSDG GOAL
Out of the 17 United Nation Sustainable Development Goals (UNSDG), I have chosen number 9 which is Industry, Innovation and Infrastructure.
Description of Goal 9 (Industry, Innovation and Infrastructure)
Goal 9 in UNSDG targets in building resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation. By investing in scientific research, upgrading technological capabilities, and ensuring universal access to reliable infrastructure, this goal seeks to create a foundation for economic growth and sustainable development. It envisions a world where sustainable industries and innovations play a crucial role in improving livelihoods, addressing inequality, and advancing global prosperity.
In overall, SDG 9 emphasizes the importance of creating robust, interconnected systems that can withstand challenges and contribute to the overall well-being of societies worldwide.
Chosen Artwork Representing Industry, Innovation and Infrastructure
Figure 3.6
Title of Artwork: N/A
Designer's Name: Andrew Fairclough (Kindred Studio)
Year: 2013
Size: A4
Medium: Digital
Reasons why I choose this artwork: 137 words
This artwork seeks to convey the profound connection between human creativity and development of resilient infrastructure. The imagery features buildings adorned with hands reaching skyward, emphasizing the pivotal role of human ingenuity in shaping our physical environment. The intertwining of hands with architectural elements signifies harmonious partnership between humanity and structures we create. It underscores the notion that innovation is not merely a product of advanced technology but is deeply rooted in the creativity and aspirations of individuals. The hands, reaching upwards in various gestures, embody the diverse talents and collaborative efforts needed to propel sustainable development. They symbolize the collective responsibility we share in fostering inclusive and sustainable industrialization. The artwork prompts viewers to reflect on the profound impact individuals can have on the advancement of industry, innovation, infrastructure when working together towards a common goal.
Design Principles Used in the artwork by:
- Emphasis - Emphasis on the hand
- Balance - Symmetrical balance + Rule of Third
- Harmony and Unity - Proportion
- Movement - Alignment
- Symbol - Figurative symbol
WEEK 2
General Feedback: Overall is good
Specific Feedback: Summarize the notes shorter, find my own image for notes example, change the image for UNSDG goal
WEEK 3
General Feedback: Overall is good
Specific Feedback: Can proceed for submission
REFLECTION
This is my first task in doing Design Principles which is about exploration. Throughout this ongoing process, I had understand the importance of understanding design principles and used it in our artwork. In every design work, design principles had been serve as the backbone of every creative endeavors. Task 1 is focusing on finding an artwork related to the UNSDG goal we've chosen which I actually spend some time to find it but I think it was worth it as the artwork I found in the end gave me some ideas on how to do my work in Task 3.
FURTHER READING
For this topic, I have chosen an article which discussed on repetition, pattern and rhythm written by Dr Rafiq Elmansy in 30th June 2016. He was an academic, author and design thinker. The title of the article was " Design Principles: Repetition, Pattern, and Rhythm ".
Link to website: https://www.designorate.com/design-principles-repetition-pattern-and-rhythm/
The following article discussed about the controversy about the use of repeated design elements in the creative industry. This highlights the tension between avoiding boring repetition and attached to good design practices for effective visual outcomes. The article emphasizes the importance of balancing creativity with user experience to achieve coherent and innovative design layouts.
QUICK LINKS
Task 1: Exploration
Task 2: Visual Analysis
Task 3: Design
Final Compilation
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