Design Principles - Task 1: Exploration

2.2.2024-16.2.2023(WEEK 1 - WEEK 3)
TAN YING YI / 0362425 / BACHELOR OF DESIGN (HONS) IN CREATIVE MEDIA
DESIGN PRINCIPLES
TASK 1 - EXPLORATION

TASK 2 - VISUAL ANALYSIS

TASK 3 - DESIGN

FINAL COMPILATION



INSTRUCTIONS

TASK 1 - EXPLORATION

DESIGN PRINCIPLES

  1. Gestalt Theory
    "Gestalt" refers to "shape" or "form" in German. Gestalt principles aim to show how complex scenes can be reduced to more simple shapes.

    Principle of similarity: The brain     crafts a link between elements of a similar nature.

    Principle of continuation: The human eye prefers to see     a continuous flow of visual elements rather than separated objects.

    Principle of closure: The human eye will     fill in missing visual information when the shape is incomplete.

    Principle of proximity: The process of ensuring     related design elements are placed together.

    Principle of figure/ground: Objects are     in the foreground or the background.

    Law of symmetry & order    : This law states that elements that are     symmetrical to each other tend to be perceived as a united group.

  2. Contrast
    The juxtaposition of strongly dissimilar elements. Contrast can provide visual interest, emphasize a point, and express content. Visual experience would be monotonous without contrast.


    Strong Blue and Green Color Provide Clear Direction


    Lighting Creates Strong Contrast

  3. Emphasis
    Emphasis is used to create dominance and focus in a design work. Elements such as colour, shapes or value can be used to create emphasis and to achieve dominance.


    Punctuated by a single red cherry

  4. Balance
    Distribution of visual weight     in a work of design. It is the visual equilibrium of the elements that causes the total image to become balanced. 

    Symmetrical Balance: Has equal "weight" on equal sides of centrally placed fulcrum. Arranging elements equally around a central point results in radial balance.


    Approximate Symmetry

    Asymmetrical Balance: Unequal visual weight on each side of the composition. One side of the composition might contain a dominant element, which could be balanced by a couple or lesser focal points on the other side.

    The Golden Ratio    : A mathematical concept and a number that goes on indefinitely. Guide to creating visual balance in architecture and paintings. Can be used to bring harmony, balance and structure to one's work.

    The Golden Ratio

    Rule of Thirds: A composition guideline to create more dynamism to a work of design/photography/film/painting. The subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.

    Rule of Thirds

  5. Repetition
    Repetition could make a work of design seem active. The repetition of elements of design creates rhythm and pattern within the work. Patterns increase     visual excitement by enriching surface interest.

  6. Movement
    The way a design leads the eye     in, around, and through a composition. Motion or movement in a visual image occurs when objects seem to be moving in a visual image. Movement in a visual image comes from the kinds of shapes, forms, lines and curves that are used.

    Hierarchy: The     choreography of content in a composition to communicate information and convey meaning. Direct viewers to the most important information first.



    Alignment: Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center. Create a sense of unity and cohesion and lead a person through a design.

  7. Harmony & Unity
    Harmony is the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.

    Unity refers to the     repetition of particular elements throughout your design - whether they are colors, shapes, or materials - to put the look together.

    Scale: The size of     one object in relation to the other object in a design or artwork. Relative to a specific unit of measurement, for example: architecture drawings.

    Proportion: The size of     the parts of an object in relationship to other parts of the same object.

  8. Symbol
    A sign, shape or object that is used to represent something else. In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story.

    Pictorial Symbols: Image-related and simplified pictures.

    Abstract Symbols: Abstract symbols can look like the objects that they represent but have less details.


    Abstract Symbols

    Arbitrary Symbols: Arbitrary symbols have no resemblance at all to the objects or the ideas they represent. The symbol is invented with the meaning constructed.


    Arbitrary Symbols

  9. Word & Image
    Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.

TASK 1 - Exploration


The Bottom of The Garden by Yoneda Eri

UNSDG 14: Life Below Water focuses on the sustainable management and protection of marine and coastal ecosystems. This goal aims to address various challenges facing marine ecosystems, including pollution, overfishing, habitat destruction, and ocean acidification. SDG 14 emphasizes the importance of protecting marine biodiversity, promoting sustainable fisheries management, reducing marine pollution, and safeguarding coastal and marine areas.

Design Work Selection: I chose an illustration titled "The Bottom of The Garden" by Japanese artist Yoneda Eri, created around 2012, with dimensions of 848px × 1200px, and created by drawing digitally. This artwork depicts an underwater cave, portraying the splendid scenery of the ocean floor.

Source of the Work: The Bottom of The Garden

I chose this design work because it closely relates to United Nations Sustainable Development Goal 14. This illustration vividly showcases the beauty of the ocean and the diversity of marine life. The stunning marine environment can promote tourism and drive economic development, reminding people of the importance of protecting marine ecosystems and preventing ocean pollution. Design principles include:

Contrast: Contrasting colors depict the vivid marine life against the backdrop of the ocean. Contrast between light and dark distinguishes between the sea surface and the ocean floor.

Movement: Different shapes of seaweed create visual dynamism.

Repetition: Circles are repeated throughout the artwork, representing the depth of the underwater cave. Colorful seaweed and corals are also repeated, emphasizing the diversity of marine life.

Harmony and Unity: All elements are related to the ocean, forming a coherent composition. Harmonious colors and shapes contribute to the overall design.

This illustration, with its vibrant underwater scenery, serves as a reminder to protect marine ecosystems and embodies design principles such as movement, expressiveness, contrast, and repetition.


Feedback from the lecturer: We can put some extra knowledge from others, not only recap. 

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