DESIGN PRINCIPLES/TASK 1: EXPLORATION
08.02.2024 - 22.02.2024 / Week 1 - Week 3
Marsya Arisa Binti Mahmud / 0359684
Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Exploration
Table of Content
1. INSTRUCTIONS
- Include the MIB
- Recap the design principles
- Pick and describe one goal from the United Nations' Sustainable Development Goals (UNSDG)
- Select an existing design that revolves around the goal (include title of art/design work, artist’s/designer’s name, year, size, medium, source link)
- Explain in 100-150 words why you chose the design and list the design principles you observed
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2. DESIGN PRINCIPLES
GESTALT THEORY
Based on Smientana (2022), The word 'Gestalt' means form or pattern. This theory posits that we look at a complex image or design consisting of many elements, our brain will create some form, pattern or structure. The Gestalt principles are the common unconscious shortcuts our brains use to make meaning out of our environments. That makes them extremely useful for designers, who rely on them to convey more information, more quickly.
Figure 2.1: Example of Gestalt Laws (Timmer, n.d.)
Examples of Gestalt Laws explained by manypixels:
1. Similarity
The gestalt principle of similarity is when we see elements sharing characteristics as more related than those who don't. It works both ways: grouping things together by colour to show they correlate or in contrast leaving one element out to draw attention.
2. Good Figure
The theory of good figure in gestalt design is when we perceive ambiguous shapes as simple as possible. The Olympics logo is a classic example, viewers see it as overlapping circles instead of a combination of curvy lines.
3. Proximity
The principle of proximity replies on the fact that we define whether elements are related based on distance. Elements placed close to one another are deemed more related than elements set far apart.
4. Continuation
The gestalt principle of continuation posits the human eye will follow the smoothest path. We see elements on the same line or curve as more related. It is a valuable tool for directing site visitors through elements a certain way. Horizontal slides and social media carousels are both examples that use this principle.
5. Closure
Closure in the idea that your brain can automatically fill in the blanks when looking at an image or design. We try to bring meaning and order to any meaningless chaos. An example is The World Wildlife Fund logo, the outline of the panda isn't complete. However, your brain will fill the large chunks that are missing automatically.
6. Figure/Ground
It is also known as the principles or law of perception, this principle posits that people perceive objects as either figure (focal point) or ground (background). Our brain distinguishes elements in the foreground or background of an image. This principle teaches us to use negative space creatively.
CONTRAST
Contrast determines the first thing you intent the viewers to look at. It causes the eye to be drawn to a particular area, being the visible difference in properties of the design elements. Contrast is mainly used for marketing purposes, making it easier for the viewer to consider and comprehend a meaning. Although, there has to be enough similarity throughout to set the stage for contrasting elements (CoreIDRAW, n.d.).
Figure 2.2: Examples of Contrast (invision, n.d.)
Examples of Contrast:
1. Contrast in Shape
A noticeably different shape at the key area compared to other elements in the layout is effective. For example, if the majority of the design is made of areas shaped as squares, adding a circle will gravitate the viewers towards it.
2. Contrast in Colour
This concept is the most familiar to viewers. An example of this is a basic white background with solid black text. The contrast between the two colours is obvious but when working with a much broader palette, complementary colours are used to establish contrast. The darker the shape, the more attention it commands.
3. Contrast in Scale
Big versus small is a simple example of contrasting size. Placing a larger object beside a small object has an impact, the eye will naturally seek out larger objects. This type of contrast adds diversity, especially when working with limited space.
4. Contrast in Layout
Referring to figure 2.1, the top composition appears regimented and structured. The lower layout seems more free and random. This applies to typefaces as well, it is best to stick to one or two typefaces within a layout. For example, the light, regular and bold style states a technique for making sections of text and the way you place the texts stand out.
EMPHASIS
Emphasis is sometimes referred to as dominance. It is what designers use to draw the eye of the reader to specific elements. Emphasis matters because humans are naturally distractible and our attention can be drawn to many different places at once. Without it, viewers wouldn't know where to land or what information the designer felt was most important (Gaskin, 2022).
You can add emphasis to a design through:
- Size
- Colour
- Contrast
- Novelty
- Style
An example of emphasis in design:
Figure 2.3: Example of Emphasis (Gaskin, 2022)
In this data-driven infographic, the designer uses large type to emphasize the numbers. Along with icons, this creates a clear emphasis on the data, allowing this important information to be the star of the show. In addition, the section headers use the emphasis by virtue of being places in coloured boxes.
BALANCE
Balance in design covers how elements are weighted against each other. It is deal the composition is balanced vertically, horizontally, diagonally, or background versus foreground (Pluralsight, 2023).
The elements that must be balanced to achieve a desired outcome includes:
- Objects
- Colours
- Textures
- Space
- Still versus moving
Examples of Balance:
1. Symmetrical Balance
Symmetrical balance is a mirror image balance. If you draw a line down the centre of the page, all the visual elements on one side of the screen are mirrored to the other side. They don't have to be identical visual elements but can be similar in number, colour, shape and scale.
Figure 2.4: Example of Symmetrical Balance
2. Asymmetrical Balance
Asymmetrical balance is used to describe a kind of balance that is not identical on both sides of a central line. It occurs when several smaller visual elements on one side are balanced by a large visual element on the other side or smaller visual elements are placed further away from the centre of the screen than larger visual elements.
Figure 2.5: Example of Asymmetrical Balance
3. Radial Balance
Radial balance is when all elements radiate out from a centre point in a circular fashion. It is easy to maintain a focal point since all the elements lead towards the centre.
Figure 2.6: Example of Radial Balance
REPETITION
In graphic design, repetition means using the same element over and over again. Repetition is a great way to add texture to the piece as it gives an element of unity. In any good brand there will be a consistent use of a graphic style or language. This comes in many forms such as colour scheme, typeface or sets of chosen typefaces (David, n.d.).
Repetition is used in graphic design to:
- Establish branding
- Increase familiarity and comfort
- Incorporate repeated messages to help connect them to your brand or design
- Establish texture and add life
A good example is in magazines, there is a consistent style throughout.
MOVEMENT
Based on Chang (2021), movement is the design principle used to give artists the ability to lead a viewer's eyes around an art piece. For instance, artists will create pathways within their artwork so that a viewer will automatically look at a piece in a certain direction. Movement is also used to show physical action on a still image, such as showing an action scene, a character running away, dancing, or fighting.
Example of Movement:
Figure 2.8: Example of Movement (The Great Wave by Katsushika Hokusai)
In this art piece, your eye begins at the left and is carried to the right by the movement and curves of the crashing waves. When the wave is followed to its natural end point, the eye is led to Mt. Fuji in the background.
HARMONY & UNITY
Harmony means the visual satisfying effect of combining similar or related elements through:
- Adjacent colours
- Similar shapes
- Related textures
Harmony helps bring about unity. All harmony and no contrast, however, can become monotonous. A balance must be struck between areas of harmony and contrast. They principles of harmony and contrast may be contradicting, but it is the balance between the two that is vital to a successful artwork.
Figure 2.9: Good Harmony vs Bad Harmony
(source: https://www.flux-academy.com/blog/the-visual-design-elements-and-principles-that-make-good-design)
The idea behind unity is to create elements that support one another towards a common goal. It's about avoiding mixed messages because your design elements should look like they belong together.
There are two kinds of unity:
- Visual: A group of elements all aligned to a common axis
- Conceptual: An example is an image of a diamond, a mansion, and a pile of money might be unified around the concept of wealth
Ways to create unified designs:
- Contrast: Adds variety within the unity
- Repetition: Things that look alike appear more related
- Alignment: Elements that share a common axis appear more related
- Proximity: Objects that are closer to each other appear more related
SYMBOL
Symbol applies to 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 even a whole story.
Examples of Symbols:
1. Pictorial Symbols
Image related and simplified pictures.
Figure 2.11: Example of Pictorial Symbol
Abstract symbols can look like the objects that they represent but with less detail.
Figure 2.12: Example of Abstract Symbol
(source: https://www.shutterstock.com/image-vector/toilet-sign-printable-public-signage-symbol-2283056239)
Arbitrary symbols have no resemblance at all to the objects or the ideas they represent. Many are based on geometric shapes and colours. We have to learn these symbols.
\Figure 2.13: Example of Arbitrary Symbols
WORD AND IMAGE
Imagery is an important part of design. Viewers are able to relate to a concept or brand if the right images are used in a work of design. Therefore, we have to use suitable and relevant images when designing.
Choosing the right words to pair with the imagery is important as it would deepen the meaning of the design. Having the right typeface and positioning of the type will result in visual hierarchy and balance in the artwork.
Example of word and image:
Figure 2.14: Example of Word and Image
3. UNITED NATIONS' SUSTAINABLE DEVELOPMENT GOALS
In this task, we were instructed to pick and briefly describe one goal from the United Nations' Sustainable Development Goals, Based on the official website, there are 17 sustainable development goals:
Figure 3.1: Sustainable Development Goals by United Nations'
ZERO HUNGER (2)
For this task, I have chosen Goal 2: Zero Hunger. The Sustainable Development Goal to 'end hunger, achieve food security, improved nutrition and promote sustainable agriculture' recognises the interlinkage among supporting sustainable agriculture, empowering small farmers, ending rural poverty and ensuring a healthy lifestyle. Which are the issues I intend to highlight with my chosen art/design work.
4. EXISTING ART/DESIGN WORK
Support Local Farmers by Ying Hui Tan (Goal 2: Zero Hunger)
Figure 4.1: (Support Local Farmers, Ying Hui Tan, 2018, Digital Illustration, https://yinghuitan.com/gallery/)
I have chosen Ying Hui Tan's ''Support Local Farmers'' because I believe it portrays the message of Goal 2: Zero Hunger within the 17 SDG's well. The visual representation of this design highlights empowering local farmers, which is part of the main message to end hunger, achieve food security, improve nutrition and promote sustainable agriculture. The artist herself, Hui Tan, intends to spread positive energy through illustrating children's books, which explains her art style for this design. The artwork was designed as a participation for the World Food Week Campaign in 2018 to promote zero hunger by supporting local farmers. The design principles you can observe within this artwork is contrast in scale, radial balance, movement, harmony & unity, and word and image.
6. FEEDBACK
Week 2 - 15/02/2024
Artwork needs to be by a specific artist, not an organisation. There needs to be at least 3 or more design principles that are clearly observed in the design. Do further research and refer to an artists' portfolio to find an artwork that relates to the chosen SDG goal.
Week 3 - 22/02/2024
Absent.
Week 4 - 29/02/2024
The description for the design principles needs to be elaborated more, explain the artwork as to how it relates to the SDG goal. The rest of the description for design principles is more suitable for Task 2. After submitting Task 1, make a few changes for Task 2 and proceed with Task 3.
7. REFLECTION
Week 2 - 15/02/2024
This was the first week of physical class as the first week was online. During this week, I read the lecture slides about design principles and continued my research online to get a better understanding. That way, I could analyse the artwork efficiently. Looking at the UNSDG, I had trouble choosing a goal which was between Goal 6, "Clean Water and Sanitisation" or Goal 2, "Zero Hunger". After going through multiple designers and their artwork, Ying Hui Tan' work relating to 'Zero Hunger' stood out to me the most, mainly because her use of colours and art style is interesting to me, and it had more than 3 design principles I could write about. Analysing the design principles used in the artwork did not end up as difficult, because I had done my research beforehand.
Week 3 - 22/02/2024
I did not receive feedback because I was absent. I continued with Task 2 to lessen my delay with the class so I could spend more time making necessary alterations before submitting.
Week 4 - 29/02/2024
The description I wrote was too vague. So I had to do more research on the artwork itself and why I think it is suitable for the goal. I managed to find a few more articles about the artwork to add. I also need to include a feedback, reflection and further reading section to my Task 1, then I can proceed with submitting.
8. FURTHER READING
The Principles of Design by Hendrick Hudson School District
Figure 8.1: The Principles of Design by Hendrick Hudson School District
Hendrick Hudson School District (n.d.). THE PRINCIPLES OF DESIGN. [online] Available at: https://www.henhudschools.org/site/handlers/filedownload.ashx?moduleinstanceid=18457&dataid=35593&FileName=principlesofdesign.pdf
Elements and Principles of Art & Design by Umer Hameed
Figure 8.2: Elements and Principles of Art & Design by Umer Hameed
Hameed, U. (2022). Elements and Principles of Art & Design. [online] Available at: https://www.researchgate.net/publication/365318412_Elements_and_principles_of_art_design
