DESIGN PRINCIPLES / EXERCISE 1
30/08/2022 - 20/09/2022 / Week 1 - Week 4
Chew Zhi Ern / 0358995
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Chew Zhi Ern / 0358995
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Exercise 1
INSTRUCTION
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LECTURES
Lecture 1.1: Introduction - Elements & Principle
- Designs informed us of the product or tell us more about it
- Visual Communication: The practice of using visual elements to communicate information or ideas to a target audience.
- Elements of Design: Point, Line, Shape, Form, Texture, Space, Colour (Individual 'Building Blocks')
- Principles of Design: Contrast, Balance, Emphasis, Rules of Third, Repetition/Pattern/Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity, Proportion (Organisational fundamentals that resulted from or guides the arrangement of the elements)
- Points:
- The simplest element of design.
- Used as repetitive mark forms a line.
- Other two- and three-dimensional figures and forms are created as the point moves in space.
- Line:
- Can be active or static, aggressive or passive, sensual or mechanical.
- Can be used to identify directions, determine shapes and spaces boundaries, imply volumes or solid masses, and suggest motion or emotion.
- Can be grouped to depict qualities of light and shadow and to form patterns and textures.
- Shapes:
- Refers to the expense within the outline of two- dimensional area or withinn the three- dimensional object.
- Becomes visible when a line or lines enclose an area or when an apparent change in value (lightness / darkness), colour or texture sets an area apart from its surroundings.
- Two general category of shapes - geometric & organic.
- Geometric: tend to be precise and regular (eg: circles, squares, triangles)
- Organic: irregular, often curving or rounded, seem relaxed and more informal
- Form:
- Two- dimensional area: refers to as a shape, Three- dimensional area: called a form
- When form encloses space, the space is called volume.
- Often a major element in sculpture and architecture.
- Must be implied, when with two- dimensional media (such as painting, illustration or drawing)
- Texture:
- Refers to the tactile qualities of surfaces or to the visual representation of those qualities.
- All surfaces have textures that can be experienced by touching or through visual suggestion.
- Two categories of texture - actual & simulated/implied
- Actual: experienced by touch
- Simulated / Implied: created to look like the real texture
- Space:
- The indefinable, general receptacle of all things - that seemingly empty space around us
- We see the space or the surface all at once in drawings, prints, photographs and paintings.
- The actual space of each picture's surface is defined by its edges - the two dimensions of height and width.
- An infinite number of spatial qualities can be implied.
- Three- dimensional space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves.
- From the outside: experience mass
- From the inside: experienced volume
- In graphic designs, space/depth: refers to the area that a shape or form occupies.
- Can be defined as : positive & negative
- Positive: filled space
- negative: empty space
- The illusion of a three- dimension space can be suggested through depth
- Can be achieved by overlapping of images, the variation of sizes, placement and perspective.
- Colour:
- The visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface.
- Is the light wavelengths that the human eye receives and processes from a reflected source.
- Each of the millions of colours human beings can distinguish is identifiable in terms of just three variables.
- Hue: Colours of the spectrum (eg: yellow, green, red )
- Value: The lightness or darkness from white through greys to black
- Black and white pigments can be important ingredients in changing colour values.
- Adding white: produces a tint
- Adding grey: result in a tone
- Adding black: produces a shade
- Intensity/Saturation/Chroma: refers to the purity of a hue
- A pure hue: most intense form of a given colour, it is the hue in its highest saturation, in its brightest form
- With pigment (black, white, grey) of another hue is added to a pure hue, its intensity diminishes and is dulled
- Colour groupings that provide distinct colour harmonies: called colour schemes
- Monochromatic colour schemes: based on variations in the value and intensity of a single hue.
- Analogous colour schemes: based on colours adjacent to one another on the colour wheel, each containing the same pure hue.
- Complementary colour schemes: emphasise two hues directly opposite each other on the colour wheel.
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| Figure a. 7 Elements of Design |
Lecture 1.2: Contrast & Gestalt Theory
Contrast: Contrast refers to the arrangement of opposite elements and effects. In the context of visual design can be defined as a difference between two or more elements in a composition. The more the difference between the elements, the greater they are easy to compare and comprehend and that's when they are said to have contrasted with each other.
Gestalt Theory: Gestalt Principles are principles of human perception that describe how humans group similar elements, recognize patterns and simplify complex images when we perceive objects. They also aim to explain how the eyes percive the shapes as a single, united form rather than the separate simpler elements involved.
- Principle of Similarity
- Principle of Continuation
- Principle of Closure
- Principle of Proximity
- Principle of Figure/Ground
- LAW OF SYMMETRY& ORDER
- LAW OF UNIFORM CONNECTEDNESS
- LAW OF PRAGNANZ
- LAW OF COMMON FATE
Lecture 2: Balance & Emphasis
Balance: Balance is the distribution of the visual weight of objects, colour, texture and space. If the design was a scale, these elements should be balanced to make a design feel stable. It can be symmetrical or asymmetrical.
THE GOLDEN RATIO (aka phi)
: mathematical concept and a number that goes on indefinitely.
: as the representative of perfect beauty or is uniquely found throughout nature.
: been used for centuries as a guide to creating visual balance in architecture and paintings.
: (For designers, illustrators or digital artists) can be used to bring harmony, balance and structure to one's work. It also increases the appeal of design work.
RULE OF THIRDS
: a composition guideline to create more dynamism to a work of design / photography / film / painting
: an image is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.
Emphasis: Emphasis is the part of the design that catches the viewer's attention to a specific design element. Usually, the artist will make one area stand out by contrasting it with other areas. The area could be different in size, colour, texture, shape and others.
Lecture 3: Repetition & Movement
Repetition: The repetition of design means the repetition of the same or similar elements in a certain design. Repetition can be reflected in the use of the same or similar colours, shapes, lines and other elements.
Movement: Movement means guiding the user's eye to a predetermined path in a composition. The purpose is to create unity in the artwork with eye travel.
Hierarchy: Hierarchy is the control of visual information in an arrangement or presentation to imply importance. Hierarchy influnces the order in which the human eye perceives what it sees.
Alignment: Alignment is the placement of visual elements so they line up in a composition. In design, we use alignment to organize elements, to group elements, to create balance, to create structure, to create connections between elements, to create a sharp and clear outcome.
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| Edge Alignment |
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| Center Alignment |
Lecture 4: Harmony & Unity
Harmony: Harmony is accomplished by the repetition of a particular design element, such as color, shape, texture and more. It is the sense of cohesiveness between the elements in a composition. The elements shouldn't be exactly the same or completely different but related in some way.
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| Using the same color in different intensities and items in a similar scale give this room a restful feel with visual interest |
Unity: Unity in design occurs when the elements in space work together in such a way that the resulting look is balanced and harmonious. It refers to the repetition of particular elements throughout the design to pull the look together. It is difficult to achieve unity without harmony.
SCALE AND PROPORTION
: both are design elements that have to do with size
: Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal.
- Scale: the size of one object in relation to the other objects in a design or artwork
- Refers to the size and dimension of figures and forms relaive to a specific unit of measure
- Can be determined in two ways:
- Actual measurement
- Visual estimates based on comparison
- Proportion: refers to the size of the parts of an object in relationship to other parts of the same object
- The relationship of two or more elemets in a composition and how they compare to one another with respect to size, colour, quantity, degree, setting, etc...
- Is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
- The effective use of proportion in design often results in harmony and unity.
Lecture 5: Symbol, Word & Image
Symbol: A sign, shape, or object that is used to represent something else. In design, it can provide or convey information, equivalent to one or more sentences of text, or even a whole story.
- Figurative Representations
- Visuals
- Graphic symbols
- Pictorial symbols: Image-related and simplified picture
- Abstract symbols: Can look like the objects that they represent but have less detail
- Arbitrary symbols: Have no resemblance at all to the objects or the ideas they represent. Is invented with the meaning constructed. Many are based on geometric shapes and colours.
- Non-Figurative Representations
Word and Image: Imagery is a vitalpart 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. Choosing the right words to pair with the imagery is of high important as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a a work of design. Typography is the design and arrangement of text to convey a message or concept.
Select 5 design principles from the list below:
1. Gestalt theory
2. Contrast
3. Emphasis
4. Balance
5. Repetition
6. Movement
7. Harmony & Unity
8. Symbol
9. Word and Image
Create 1 design for each chosen principle.
Adhering to the brief, I have selected 5 design principles and will create 1 design for each chosen principle. The design principles that I have chosen are gestalt theory, repetition, balance, symbol and last but not least is word and image.
Week 1: Introduction to the Module
Dr. Jinchi briefed and introduced us to the module information during the first week so that we could understand what to do, what the requirements are, and other information in this module through the Module Information Booklet.
We were then instructed to prepare our blog post for the module. Dr. Jinchi also presented examples of the artwork created by past students, and we were given the first task, which is starting to work with the design principles. Dr. Jinchi then strongly advised us to view the pre-recorded lectures that were uploaded to Teams. There are also additional notes provided as well.
Week 2: Progress Monitoring
In this online class, we were requested to present each of the works we had done in the past via Teams in accordance with the name list. Then, Dr. Jinchi not only gave us some useful comments and feedback to allow us to improve our designs but also ensure our blog was set up.
Week 3: Progress Monitoring
In the class of week 3, Dr. Jinchi checked and gave some feedback to make our design better as usual. She also checks to see if our blog is in progress.
Week 4: Last Progress Monitoring for Exercise 1 and Briefing to Project 1
As before, we had our progress-checking session at the beginning of the class. And, this is the last time that Dr. Jinchi comment and gave feedback on our design. Then, we had to hand in the works to Teams, including 5 jpeg designs and respective blog links. Near the end, Dr. Jinchi also gave us a little briefing on the next thing to do, which is Project 1 -- Self-Portrait. She expects to see our mind map next week.
IDEA EXPLORATION AND DESCRIPTION
0. Contrast (Changed my mind - Not going to work out on this principle and design anymore.)
1.1 RECAP
The juxtaposition of radically different elements creates contrast. Visual experience would be monotonous without contrast. Contrast can express content, emphasise a point, and add visual intrigue.
1.2 DESIGN PROCESS
1.2.1 VISUAL REFERENCES
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| Figure 0.1 Inspiration from Blog by Shihori Obata |
https://www.shihoriobata.com/wp-content/uploads/2020/09/whale-drawing-web.jpg
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| Figure 0.2 Reference from Shewolfka https://shewolfka.com/wp-content/uploads/2017/11/moon-forest-deer-silhuettes-water-bottle-1-scaled.jpg |
1.2.2 IDEA EXPLORATION
1.2.3 FINAL OUTCOME: ----
1.2.4 FEEDBACK
Week 2: Contrast, expressed simply, is about two different things. A little more design sensibility may be seen in the arrangement I made in the bottom right design, which does not literally contrast left and right. And Dr. Jinchi cautioned us to avoid striking literally left and right between two differences. According to her, the right bottom design is more fluid and can depict day and night. However, since I indicated that it might be day and night, I should exercise caution because I might need to utilise colour to emphasise it further. However, even this artwork by itself already employs contrast since black and white are complementary but diametrically opposed colours.
Week 3: --
Week 4: --
1.2.5 WEEKLY REFLECTION
Week 1: Inspired by a minimalist sketch theme that was drawn by my cousin and posted on social media. So, I did some research on similar designs and looked for some visual research. Then, the above draft (Figure 0.2) is generated.
Week 2: (I have changed my mind, so I am not going to work on this principle's design.)
Week 3: (I have changed my mind, so I am not going to work on this principle's design.)
Week 4: (I have changed my mind, so I am not going to work on this principle's design.)
1. Gestalt Theory
1.1 RECAP
Gestalt theory is based on the idea that the human brain will attempt to simplify and organize complex images or designs that consist of many elements, by subconsciously arranging the parts into an organized system that creates a whole, rather than just a series of disparate elements. Our brains are built to see structure and patterns in order for us to better understand the environment that we’re living in.
1.2 DESIGN PROCESS
1.2.1 VISUAL REFERENCES
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| Figure 1.1 Reference from ResearchGate - Rita Pizzi |
1.2.2 IDEA EXPLORATION
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| Figure 1.2 Sketch for gestalt theory: Principle of Figure/Ground |
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| Figure 1.3 Digitalization of the sketch |
1.2.3 FINAL OUTCOME
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| Figure 1.4 Final outcome for Principle of Figure/Ground |
1.2.4 FEEDBACK
Week 2: (I’m focusing on other principles)
Week 3: Visual references are needed in order to understand how the design come about. Quite a bit of work needs to be done. For Gestalt theory here (Figure 1.4), well be sure, can see its reflection.
Week 4: (The design is completed)
1.2.5 WEEKLY REFLECTION
Week 1: (I’m focusing on other principles)
Week 2: In the process of drawing a draft (Figure 1.2), I realised that it only needed a simple line to interpret the principle of gestalt theory. After that, I digitalized it (Figure 1.3).
Week 3: Fill in the design with black and white and I'm done.
Week 4: (The design is completed)
2. Repetition
2.1 RECAP
Repetition is repeating a single element through the design. Using repeated elements on a layout can be pleasing to the viewer. Repetition can be reflected in the use of the same or similar colors, shapes, lines, fonts, and other elements.
2.2 DESIGN PROCESS
2.2.1 VISUAL REFERENCES
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| Figure 2.1 Reference from Vecteezy |
2.2.2 IDEA EXPLORATION
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| Figure 2.2 Sketch for Repetition |
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| Figure 2.3 Shading results |
2.2.3 FINAL OUTCOME
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2.2.4 FEEDBACK
Week 2: (I’m focusing on other principles)
Week 3: Visual references are needed in order to understand how the design come about. Quite a bit of work needs to be done.
Week 4: The final design is much better than last week's. A better solution came out which has its variation, not just pizzas. So, it was good for the variation. Dr. Jinchi: " Balance and variation will create interest in the work in design." She also said that balance is very important because when we view it we can see the sense of equilibrium.
2.2.5 WEEKLY REFLECTION
Week 2: I illustrated pizza as my main focus object.
Week 3: I have refined the design with colour (Figure 2.3). As can see, there are some gaps in it so I decided to add some auxiliary element which was the beverage into it.
Week 4: (The design is completed)
4.2.4 FEEDBACK
FINAL OUTCOME & RATIONALE
Word and Image
Ballet is a creative art form made possible by human movement. The background of this design was firstly inspired by a draw of a ballerina on Pinterest. Then, a co-produced film by Canadian and French called "LEAP!" which was released in 2016 came to mind. The film tells the story of Felicie, a little girl who grew up in an orphanage, and who wants to become a real ballet dancer. In order to realize her dream, she and her best friend escape from the orphanage and bravely venture into Paris. So, I drew a little girl and quoted with 'ONE STEP AT A TIME' which to match the process that a ballerina has to go through. These texts have been judiciously considered and added by me in a more correct arrangement, which looks like a staircase.
With this assignment, it's the first time I've used my Ipad for a full production. For me, the main takeaway from this exercise is research and combining it with my own thoughts. It seems to me that this exercise is easy and yet difficult. The easy thing is that its design range is very wide, as long as it contains specific principles; and the difficult point is that because of the wide range, it is not easy to break through or make people feel fresh. Since this is the first time I have completed some complete works, I am still exploring my potential. I hope that I can learn more in the next practices and exercises, and also hope that I can make breakthroughs in expression and creativity.
3. Balance
3.1 RECAP
The distribution of visual weight within a piece of design is referred to as balance. The components' visual harmony is what gives the overall image its balanced appearance.
3.2 DESIGN PROCESS
3.2.1 VISUAL REFERENCES
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| Figure 3.1 Balance's reference |
3.2.2 IDEA EXPLORATION
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| Figure 3.2 Sketch for Balance |
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| Figure 3.3 Refined it with colour |
3.2.3 FINAL OUTCOME
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3.2.4 FEEDBACK
Week 2: (I’m focusing on other principles)
Week 3: Visual references are needed in order to understand how the design come about. Quite a bit of work needs to be done.
Week 4: Do not box it up (Figure 3.3). The line in the middle has limited the fluidity of the design because the moon and the sun actually were also not separated by a straight line too. Give the surrounding a little more space so it doesn't look so congested and the line can be more apparent if wanted to create a more fluid line, rather than a straight line.
3.2.5 WEEKLY REFLECTION
Week 1: (I’m focusing on other principles)
Week 2: A sketch (Figure 3.2) for the balance has come out from the reference (Figure 3.3).
Week 3: I started to add some colour to it.
Week 4: As Dr. Jinchi said, I took off the straight line and made some changes (Figure 3.4). Some elements such as birds and clouds have also been added to make it more balance and harmonious.
4. Symbol
4.1 RECAP
A symbol is something used for or regarded as representing something else. In design, symbols can express information that is equivalent to one or more textual words or even a whole narrative.
4.2 DESIGN PROCESS
4.2.1 VISUAL REFERENCES
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| Figure 4.1 References for Symbol |
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| Figure 4.2 Other references http://xhslink.com/bNPpRl |
4.2.2 IDEA EXPLORATION
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| Figure 4.1 |
4.2.3 FINAL OUTCOME
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Week 2: (I’m focusing on other principles)
Week 3: Visual references are needed in order to understand how the design come about. Quite a bit of work needs to be done.
Week 4: Firstly, need to have an image of a shark and how to simplify it. Shark is very well-known for their fins, in terms of how it looks. So, perhaps may want to refine the letter 'A' so it will look more like a shark's fin.
(Feedback asked in Teams): Dr. Jinchi thinks it is too much details for a symbol (Figure 4.1). As she said in the tutorial, only needs to add more to the fin part from the letter A. Also, make the sharp part more like a shark's fin.
4.2.5 WEEKLY REFLECTION
Week 1: (I’m focusing on other principles)
Week 2: I found that the English word for shark just matches the shape of the shark itself, so it makes the combination looks very like a shark.
Week 3: I have coloured the letter with blue, which is the colour of a shark
Week 4: I've added a shark image for a clearer reflection.
(After the last feedback): Came out with a new design.
5. Word & Image
5.1 RECAP
Imagery is an essential component of design. If the appropriate images are utilised in a piece of design, users and viewers can relate to a concept or a brand. It is crucial to choose the appropriate words to go with the visuals in order to enhance the design's significance.
5.2 DESIGN PROCESS
5.2.1 VISUAL REFERENCES
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| Figure 5.1 Reference from Pacific Northwest Ballet Blog |
5.2.2 IDEA EXPLORATION
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| Figure 5.2 Superficial draft for Word & Image |
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| Figure 5.3 Completed character sketch |
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| Figure 5.4 The effect after colouring |
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| Figure 5.5 Words have been added |
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| Figure 5.6 Texts and composition have changed |
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| Figure 5.7 Character has been refined |
5.2.3 Final Outcome
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| Figure 5.8 Final outcome for Word & Image |
5.2.4 FEEDBACK
Week 2: Typefaces that have been used have to choose more carefully. Ballerina's movement is very soft and gentle, even in the tutu and dresses which they wore. The typefaces that use in the design are not suitable even if only a sketch. First, it was all in capital letters and also the type of typeface is a bit rigid, so it goes against the nature of that performing dance. The puts of the texts are also very important. Where to place the texts need to figure out and rearrange because right now the sketch is just across the main focus of the ballerina which is the beauty of her dress and the movement. Sometimes, may need to consider the words that want to put in there. Instead of 'BALLERINA', maybe it also could be a word swirling around the characters to represent that dance or character that comes to mind.
Week 3: (Haven't updated yet, so Dr. Jinchi doesn't give any feedback to me. I’m focusing on other principles.)
Week 4: First of all, the character is cute. Dr. Jinchi was actually impressed with the Figure 5.5 arrangement and the layout as well, but, she said Figure 5.6 was rightly picked by myself, which contains a more suitable not just type of words but also how to place it and also the context of when learning ballet which literally 'one step at a time'. So it was a good idea and reflects word & image well.
5.2.5 WEEKLY REFLECTION
Week 1: Since I didn't have any idea how to interpret it in my design for this principle, so I just drew out a rough draft (Figure 5.2).
Week 2: I sketched the character (Figure 5.3) in more detail and completely. After that, I also coloured it (Figure 5.4).
Week 3: This week, I came out with two different compositions of the design (Figure 5.5 & Figure 5.6)
Week 4: I have refined the character to more attractive colours (Figure 5.7). The text and image have been improved after figuring it out.
FINAL OUTCOME & RATIONALE
When I first realised that I had to paint, I had a lot of anxiety and felt nervous. And, I have no doubt that this subject will run into this. Despite the fact that I enjoy drawing in my own time, my sketches are all quite simple. Later, I researched various social media platforms and watched a lot of videos on drawing, which gave me some inspiration and allowed me to display my own work. Eventually, when the teacher gave feedback in class and I saw other people's creations, I felt even worse about myself that others' works were so professional and beautiful. However, I have worked hard to do this task.
So, below are my final outcome for this exercise:
Gestalt Theory
The idea of this design is to create a design by using just an actual curve line in the middle. As can see above, that line has split the left and right, which also indirectly presents the visual effect of two people in the design. Soon, I added two small same geometric shapes -- ellipses as the human eyes to complete the design.
Repetition
I was inspired by the repetition of burgers that were stated above in my blog. So, I replaced the burger with one of my favorite foods - pizza as my main focus object. There are also various different flavours of it. Then, as there were still largely vacant, so I decided to add some auxiliary components to give the overall composition a brighter appearance of colour and also enhance the visual effect.
Balance
The concept behind this design is the sun and moon, which are very important to human beings. The sun and moon are earth's constant companions. It both provides earth's energy and our life could not exist without it. Bird, clouds and stars elements were added to give the whole drawing a sense of life and make it look richer.
Symbol
Obviously, the big 'S' in the figure represents the s of 'shark' and is a symbol formed with the shape of the shark's head and tail. Moreover, the colour was filled with Blue, which is the colour of the shark itself. For me, the big and strong figure of the shark conveys a spirit of bravery and mystery.
REFLECTION
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