DESIGN PRINCIPLES/TASK 3: DESIGN
07.03.2024 - 21.03.2024 / Week 5 - Week 7
Marsya Arisa Binti Mahmud / 0359684
Marsya Arisa Binti Mahmud / 0359684
Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 3: Design
Table of Content
1. INSTRUCTIONS
Produce a work of design influenced by the one analysed in Task 1 and Task 2. Apply knowledge of design principles in the creation.
- Include visual references that inspire the ideas
- Include 3-5 sketches
- Final design in A4 size (JPEG)
- Include a 150-200 word rationale
- Feedback from lecturer
<iframe src="https://drive.google.com/file/d/1F-x5N4lsVVR14V7mvH96Yqhko5MVHewg/preview" width="640" height="480" allow="autoplay"></iframe>
2. PROCESS WORK
Visual References
I led my research for my visual references with children's' artbook styles, I came upon farm sceneries and farmer's market illustrations that I felt fit with Ying Hui Tan's art style and colour scheme:
Figure 2.1: the ART BOOK by AMELICART
Figure 2.2: Jack in The Book by Natalia Vetrova
Figure 2.3: Children Book Illustration Basic by Shamima Akter
Figure 2.4: Farmer's Market by Heegyum Kim
(source: https://www.mrfox.nyc)
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Figure 2.5: Organic Market by Shuning Wang
Figure 2.6: Farmer's Market by Marcella Kriebel
(source: https://marcellakriebel.com/products/farmers-market-watercolor-art-print?variant=16277792915515)
Sketches
Before I began designing, I came up with sketches to get a rough idea of how I wanted my final design.
Figure 2.7: Sketches
Design Process
To begin my illustration, I began doing the base, which is the planet. This determines the sections for my scenery. I wanted to include a farmer's market, some crops and add details to make the design stand out more.
Figure 2.8: Base
For the next step, I added crops that stood out because the green paddy fields are subtle. I also added more detailing to the grass so the space would not seem too empty.
Figure 2.9: Crops
I illustrated the farmer's market. I tried to add variety to the stands by using different colours and patterns. I also decided to remove the face on the planet because I realised it looked better with the stalls occupying the space instead. Then, I distributed more of the grass because I wanted that section to look busier. In the end, I was contemplating whether I should stick to a plain white background because it was similar to the design I had chosen or use blue to emphasise the sky.
Figure 2.10: Farmer's Market
I experimented with my design and liked the idea of everything being circular without there being an actual circle. So I removed the green circle (grass), except I did not find the previous blue background suitable. I ended up playing around with the colours for the background and realised a white background was the best way to go. I also found the left side too empty, so I added bushes to balance out the design.
Figure 2.11: Background
After completing the main part of my illustration, I needed to choose a font that suits the art style overall. I went through my font gallery and decided to use 'Cooper Black Regular'. I incorporated different colours onto the font with the intention of it being crayon-like. And the font itself reminds me of children's books, which is the main concept of Hui Tan's designs. I added an arc to the title because it merges with the main illustration.
Figure 2.11: Font
Final Design
Figure 2.12: Final Design (A4, JPEG)
Figure 2.13: Final Design (A4, PDF)
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Rationale
I did my illustration on Adobe Illustration (AI) because it is a software I am most familiar with. For my design, I like the idea of having colourful elements on a white background because it stands out like Ying Hui Tan's artwork, it gives off a clear message and the bright colours overall emits a positive message. Most of Hui Tan's artwork revolves around circular motion, so I included the globe as the foundation of my design. I used the 'smudge stick' effect on Adobe Illustrator for the elements because it gives off a cartoon look, which is the direction of my design. In terms of design principles, Ying Hui Tan and I similarly used radial balance, where all the elements radiate from a centre point which is the globe being in the middle. There is also contrast in scale, the farmer's market and the bushes are seen more as a background because the crops are bigger, emphasizing the message that the source of our ingredients come from local farmers. Harmony is seen on my design with the use of similar colours, shapes and textures. This is to ensure that all the elements give a sense of unity. In addition to design principles similar to Hui Tan, the use of word and image is direct in this artwork, which is to 'Support Local Farmers'. There is also figure/ground in Gestalt's theory, viewer's will perceive the circle in the centre as our planet.
3. FEEDBACK
No Feedback.
4. REFLECTION
Week 6 - 14/03/2024
I created a mood board to get an idea of how I wanted my illustration to look like. I did my research on Pinterest and I based it off children's book designs because it is the main concept for Hui Tan. I looked at artwork from different artists and found a few designs that I felt like would suit the aesthetic. When I was sketching my ideas, I tried to combine my visual references in a way that made each element suit one another. It was mainly deciding on which layout was best so I included different types of balance to choose the best one. It was difficult trying to orchestrate the layout without consistent practice because I realise the use of white space is important, and needs to be easy to comprehend.
Week 7 - 21/03/2024
My initial idea was to properly illustrate my design using a drawing pad, but I am not the best at drawing. Since I was taught the basics of Adobe Illustrator like pen tool and textures, it would be an opportunity to practice on my illustration skills. It took me 6 hours in total. I struggled figuring out some of the tools, which led me to watching tutorials. In the end, I played by ear to see where the elements would suit best based on my sketches and I learned a few new things through the video tutorials. I also played around with the colour palette to make sure it made sense with my artwork.
5. FURTHER READING
Advanced Higher Graphic Communication Design Principles by Fife Council
Figure 5.1: Advanced Higher Graphic Communication Design Principles by Fife Council
Fife Council (n.d.). Advanced Higher Graphic Communication Design Principles. https://mrs-gault.weebly.com/uploads/4/6/0/0/46000465/design_principles.pdf
Design Principles and Design Patterns by Robert C. Martin
Figure 5.2: Design Principles and Design Patterns by Robert C. Martin
Martin (2000). Design Principles and Design Patterns. https://staff.cs.utu.fi/~jounsmed/doos_06/material/DesignPrinciplesAndPatterns.pdf
