Design Principles GCD60804 - TASK 1/ Exploration
06.02.2024 - 21.2.2024 / Week 1 - Week 3
Siang Huey Yee / 0369549
Design Principles GCD60804 / Bachelor of Design (Honours) in Creative
Media
Task 1: Exploration
OUTLINE
LECTURES
Contrast
- Contrast is the juxtaposition of strongly dissimilar elements
- can provide visual interest, emphasise a point and express content
Figure 1.1 Contrast
(Source: https://pin.it/5UD1Oaowk)
Gestalt Theory
- “Gestalt” refers to “shape” or “form” in German
- Gestalt principles or laws are rules that describe how the human eye perceives visual element
- Gestalt principles include similarity, continuation, closure, proximity, figure/ground, and symmetry and order (also known as prägnanz).
- aim to show how complex scenes can be reduced to more simple shapes
- aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved
Figure 1.2 Gestalt Principles
- Principle of Similarity
- The principle of similarity claims that humans tend to put things together when they seem similar to one another
- The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated
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Figure 1.3 Principle of Similarity
- Human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects
- Principle of Closure
- Human eye prefers to see complete shapes
- When there are gaps in the visual elements, human can still perceive the shape as complete by adding the missing visual details
Figure 1.4 Principle of Closure
- Principle of Proximity
- The process of similar design elements putting together while disconnected objects ought to be placed separate
Figure 1.5 Principle of Proximity
(Source:
https://medium.com/kubo/the-law-of-proximity-designing-for-organization-and-hierarchy-75bd0ebf8748)
- Principle of Figure/Ground
-
By nature, objects are seen as existing in the background or in the
foreground where they either blend into the background (the ground) or
stand out sharply in the front (the figure)
Figure 1.6 Principle of Figure/Ground
- Principle of Symmetry & Order
- This law states that elements that are symmetrical to each other tend to be perceived as a unified group
- This rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other
- According to the Gestalt concept of symmetry and order, symmetry and order satisfy the human mind's natural perception of symmetry in objects
Figure 1.7 Principle of Symmetry & Order
Emphasis
- Emphasis is used to create dominance and focus in a design work
- Emphasis is the element in the design that attracts the attention of the observer
- Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance
Figure 1.8 Emphasis
Balance
- Balance refers to the distribution of visual weight in a work of design
- Balance can be symmetrical or asymmetrical
- Symmetrical Balance
- Has equal “weight” on equal sides of a centrally placed fulcrum
- equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance
Figure 1.9 Symmetrical Balance
(Source:
https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/)
- Asymmetrical Balance
- Unequal visual weight on each side of the composition
- Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex
Figure 1.10 Asymmetrical Balance
(Source: https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/)
- The Golden Ratio
- The Golden Ratio (other names: Golden Mean, Golden Section) is a mathematical concept and a number that goes on indefinitely (1.618033988749895…)
- The Fibonacci sequence, a naturally occurring series of numbers that appears in everything from the form of a seashell to the number of leaves on a tree, is where the ratio itself originates
- The Golden Ratio is believed by many to be a symbol of ideal beauty or to be found only in nature
- The Golden Ratio has been used as a guide to create visual balance in architecture and paintings
Figure 1.11 The Golden Ratio
- Rule of Thirds
- It is a composition guideline to create more dynamism to a work of design/ photograph/ film/ painting
- The rule of thirds is one of the most helpful tools that empower the designer to balance the main subject and the white space within the image
Figure 1.12 Rule of Thirds
Repetition
- The concept of design repetition refers to the repetition of identical or comparable components within a given design
- The use of the same or same colours, forms, lines, fonts, and other elements can be considered a form of repetition
- The repetition of elements of design creates rhythm and pattern within the work
Figure 1.13 Repetition
Movement
- Movement is the way a design leads the eye in, around, and through a composition which the path the eye follows
- The kind of shapes, forms, lines, and curves that are used in an image create movement
- Hierarchy
- Hierarchy is the choreography of content in a composition to communicate information and convey meaning
-
Visual hierarchy highlights navigation through secondary content and
guides viewers to the most crucial information first
Figure 1.15 Visual Hierarchy
(Source:
https://visme.co/blog/visual-hierarchy/)
- Alignment
- Alignment is the arrangement of visual elements so that their bodies are positioned around a common centre and their borders line up along common rows or columns
-
Alignment contributes to the overall aesthetic appeal and perceived
stability of the design by creating a sense of coherence and unity
Figure 1.16 Alignment
Harmony & Unity
- Harmony involves the selection of elements that share a common trait
- Harmony is the sense that every component of the design works well together
- might have the same atmosphere, theme, or aesthetic appeal
-
Unity describes the use of specific components repeatedly in a design—such
as colours, shapes, or materials—to bind the entire composition
together
- The essence of unity is creating harmony in the designs
Figure 1.17 Harmony & Unity
Scale & Proportion
- Scale and proportion are both design elements that have to do with size
- Scale - the size of a thing in relation to the other objects in a design or piece of art
-
Scale - describes the dimensions and dimensions of forms and figures in
relation to a certain unit of measurement, which can be determined in two
ways
- Actual Measurement
- Visual estimates based on comparison
- Proportion - the size of the parts of an object in relationship to other parts of the same object
- Proportion - the relationship of two or more elements in a composition and how they compare to one another with respect to size, colour, quantity, degree, setting, etc.; i.e. ratio
Figure 1.18 Scale & Proportion
Symbol
- A symbol is a representation of a word, idea, concept, or even sound in visual form
- Symbols may contain or convey data, represent the same as one or more textual sentences, or even a whole narrative
- Pictorial Symbols
- Image-related and simplified pictures
Figure 1.19 Pictorial Symbols
- Abstract Symbols
- Abstract symbols can look like the objects that they represent but have less details
Figure 1.20 Abstract Symbols
- Arbitrary Symbols
- Arbitrary symbols have no resemblance at all to the objects or the ideas they represent
- A symbol that does not visually resemble the thing it is meant to represent, such as a triangle intended to symbolise a school or a circle used to represent a city
Figure 1.21Arbitrary Symbols
Word & Image
- Selecting the appropriate words to go with the imagery is crucial since it will enhance the design's significance
-
A well-chosen typeface combined with well-placed text will give a piece of
design visual hierarchy and balance
Figure 1.22 Word and Image
INSTRUCTIONS
Module Information Booklet
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Explanation:
Task 1 - Exploration
In order to put the different design ideas that students have
learned in this lesson into practice, students have to look into design
principles which are require to record each of these in the blog
afterwards.
Students are required to pick and briefly describe one goal from the United Nations' Sustainable
Development Goals (UNSDG). Then, students are tasked with selecting an existing
art or design work that revolves around the goal of the student's
choice, which then
explains in about 100–150 words why you have chosen that design
in relation to the UNSDG goal and lists the design principles
you observed in that design.
Sustainable Development Goal 5: Gender Equality
This goal aims to pursue sustained gender equality in all aspects of
women's and girls' lives, including ending gender disparities, eliminating
violence against women and girls, and achieving gender equality and
empowerment for all women and girls.
Figure 1.23 'Fearless Girl' sculpture facing 'Charging Bull' statue
Caption: The figure above depicts the rear view of the "Fearless Girl" sculpture,
positioned in front of the "Charging Bull" statue, symbolizing the young
girl's courage.
"Fearless Girl" Sculpture by Kristen Visbal, 2017
Size: 50 inches (130 cm)
Medium: Bronze Sculpture
Explanation:
The reason I chose this piece of artwork in relation to my selected UNSDG
goal, Gender Equality, is because this sculpture fully portrays a little
girl's bravery and represents the leadership that women or girls can embody.
Furthermore, I chose the "Fearless Girl" statue because it conveys the
message of empowerment for young women. The artist decided to place this
statue in front of another famous statue, "Charging Bull," with the aim of
conveying the message of gender equality.
Aside from that, the design principles that I have observed in this design
include Movement, as the little girl's dress was designed with curves and lines that give
the impression of motion. Additionally, I have observed design principles
such as Balance being used in this sculpture, with
symmetrical balance evident in the sculpture's arrangement of its
body and face.
FEEDBACK
Week 2:
I should add more pictures or examples in the recap of the lectures to
demonstrate my full understanding of the lecture content and slides. My
lecturer, Ms Jinchi has approved my explanation for Task 1.
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