Name: Liong Xenyi
ID Number: 0383125
Module: Design Principles (GCD60804)
Date: 3/2/2025 - 17/2/2025 (Week 1- Week 3)
Degree: Bachelor of Design (Honors) in Creative Media
University: Taylor's University
Task 1: Exploration
Table of Contents
- Lecturer's Notes
- Module Information Booklet
- Task 1 - Design Principles
- Task 1 - Art Work
- Feedback
- Observation
- Reflection
Lecturer's Notes
Introduction: Elements and Principles of Design
Visual communication is about utilising design to convey purposeful messages to a target audience. As such, the design must be well thought-out and executed. To achieve communication through design, it is important to learn about and apply the elements and principles of design.
Elements of Design:
- Point
- Line
- Shape
- Form
- Texture
- Space
- Colour
Fig 1.1 The 7 Elements of Art and Why You Should Know Them by Marina Li
Principles of Design:
- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition / Pattern / Rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
Fig 1.2 Examples of Design Principles by
Module Information Booklet
Task 1 - Design Principles
Design Principles to be described:
- Gestalt Theory
- Contrast
- Emphasis
- Balance
- Repetition
- Movement
- Harmony & Unity
- Symbol
- Word and Image
1. Gestalt Theory
Gestalt principles or laws describe how humans perceive visual elements by grouping similar patterns and logic together, while simplifying complex visuals to simple images and shapes, explaining that the eye views shapes as a group altogether, rather than separate shapes and elements in the image. The word "Gestalt" means "unified whole" in German, created by German psychologists Max Wetheimer, Kurt Koffka, and Wolfgang Kohler in the 1920s. The 6 main Gestalt principles that I learned are listed as below:
Principle of Similarity
The human brain loves structure and patterns, as the human eye views similar elements and characteristics to group them together. In Fig 2.1, the hats are similar in shapes and sizes, creating a group for the human eye to perceive. The brighter hats stand out more. and can be grouped together, while the duller hats are grouped differently.
Fig 2.1 The Millinery Shop by Edgar Degas
Principle of Continuation
The human eye groups elements that follow a continuous path - following lines, paths and curves of a design. Even if an object seems to break its flow by bisecting or interlinking elements, the human eye continues to follow the path created by the visual elements, due to the human brain filling in the empty missing piece to continue the flow. In Fig 2.2, the dark rectangles are placed consecutively to form a path towards the white figure, showing that the man is running in that direction, as the eye follows that path.
Principle of Closure
The human eye prefers to see complete shapes, filling in the empty spaces between uncomplete shapes or visual elements to see a whole picture instead. In Fig 2.3, the separated black lines and shapes form a whole picture of a tiger without the full visual elements to complete it, as the human eye can perceive the complete picture by filling in the gaps.
Similar or related visual elements are placed together, as close proximity shows that the elements have a relationship and can be grouped to help create an organised and structured design, which is attractive to the human eye. Unrelated or different grouped elements should be placed further apart. In Fig 2.4, the apples placed near each other can be grouped as they are related to one another, forming a more organised artwork.
Objects or visual elements are viewed as either in the background or foreground. The elements would either stand out in the front (the figure) or become the background (the ground). Stable figure-ground designs allow the human eye to focus on the object and not so much on the background. However, perceptual ambiguity comes in when the figure and ground are unclear and can be reversed with one another. In Fig 2.5, this lack of stability or perceptual ambiguity can create tension and excitement, as the figure and ground fight for attention, representing the hero and villain portrayed to fight against each other. At first the heroes facing upright are perceived to be the figure with a contrasting ground, however upon a closer look, the the villains facing upside down can be the figure instead, especially when the image is flipped.
Visual elements that are arranged symmetrically tend to be grouped together, as the human brain prefers symmetrical forms rather than unsymmetrical elements. Fig 2.6 shows symmetry, drawing the viewer towards the design from the center, which then spreads out evenly to show order and structure.
Contrast happens when two opposing or completely different elements are placed side by side, whether it be different texts, colours, sizes of shapes or texture. Contrast is important to show emphasis and brings focus towards the important piece by grabbing the attention of the viewer's eye while organising the visual content clearly instead of being monotonous and dull.
Fig 3.1 shows the contrasting colours of black and white placed side by side, grabbing the viewer's attention to the figure in black, who is embodying most of the poster, as she is emphasised to be important and at the center of attention. The black colour stands out from the green colour too with a contrast, making the person in black the figure of the design.
Fig 3.1 Wicked Poster by Universal Stage Productions
3. Emphasis
Emphasis is an area or object that is the focus of attention and becomes the focal point (element that is most important) of the design, while subordination is toning down other elements in that design to focus the viewer's attention on the focal point. Various elements can create dominance and focus to show emphasis, such as: colours, values (light and dark), intensity of light, composition, sizes or shapes.
Such as in Fig 4.1, emphasis is brought to the sun as the focal point, as the bright yellow is contrasted against the cool tone blue colour of the landscape and the dull yellow of the crops. The sun is larger in size compared to the other objects, which dominates the painting. The round shape of the sun is relatively different compared to the jagged shapes, while the smooth texture of the sun draws attention away from the highly textured elements in the landscape.
4. Balance
Balance is the dividing of visual weight across a design, where the visual equilibrium of the elements make a balanced design. Balance can either be symmetrical or asymmetrical.
Symmetrical Balance
The design will have equal weight on both sides from the center point of the image. A bilateral balance is when there is an equal arrangement of elements on both side of the central axis that could be either horizontal or vertical. Fig 5.1 has a vertical central axis line acting as the central fulcrum, as both sides show symmetry with the same shapes, objects and colours placed equally on both sides, having a distributed weight.
Fig 5.1 Make Art Not War by Shepard Fairey
Radial balance or symmetry happens when the elements are arranged equally around a central point. Fig 5.2 central point is the middle of the image, the dark circle, as the elements are arranged equally around the central point to create a radial symmetry.
Fig 5.2 The Infinite Bloom Poster by Bill and Linda Tiepelman
Asymmetrical Balance
The design will have unequal weight on both sides that forms an informal balance. The different elements of varying weight will be placed around the fulcrum point to balance one another. A dominant element could occupy one side of the design, which is then balanced out by some lesser important elements on the other side. This creates a more dynamic and eye-catching piece, with a variety of feelings to display such as movement, energy or liveliness. However much more of a visual variety it can achieve, asymmetrical balance is harder to achieve as the elements' relationships are more complex.
In Fig 5.4, the silhouette of the hand is the dominant element in the design, as the people's faces adds to the weight, occupying the left side around the fulcrum point. The words at the bottom right are less important and carry less weight to balance out the dominant weight of the elements on the left, creating an informal balance. The attention will immediately be drawn towards the hand and the faces in it, then flow downwards towards the words.
5. Repetition
Repeated elements in a design create a rhythm and patterns, to seemingly make the design more active and alive. Variety, which is the change or slight difference in the elements to avoid a monotonous design, is important to keep the rhythm going compellingly and flow excitedly, while on the other hand, patterns gives the viewer visual excitement as the human brain is drawn to see patterns and structure in a design, as it is easier to remember similar elements placed together in a group.
Fig 6.1 shows repeated figures in a row of a variety of colours and shapes, raising their legs and hands in a dance position which creates a rhythmic flow and make the painting feel alive, as if they are really dancing to the music played (as also seen by the figures on the bottom left). This flow of repeated movement shows a rhythm that attracts the eye, like a catchy repetitive beat played in music.
Fig 6.1 Le Chahut by Georges Seurat
In Fig 6.2, there is a regular rhythm created as the bundles of grass are drawn in a cone shape, using the same pattern of the grass to show a consistency and first attracts the viewer's eyes. Furthermore, the painting uses these cone shapes to draw the trees and bushes in the foreground, using variety of the same shape to create different elements of different colours and sizes when put together, creating random rhythm.
6. Movement
When elements, lines, shapes or curves create a path for the eye to follow around and through the design or artwork, a sense of movement is created. Movement or motion occurs when the image or elements seem to be moving in a design, creating a flow that attracts the eye to follow its path.
Fig 7.1 shows a train from a larger to a smaller perspective, creating the illusion that the train is moving forward, as the straight lines and blocks that form the train point in that direction. The repeated lines on the right points towards the direction where the train is facing, creating a sense of flow and a path for the eye to follow, thus creating movement in the design.
Fig 7.1 Nord-Express Calais - Bruxelles - Pullman - Express by A.M. Cassandre
Fig 7.2 Oskar Schlemmer Triadic Ballet by Bauhaus Movement
7. Harmony & Unity
Harmony is created when elements share common traits with one another and are placed in close proximity in a design - it could be similar colours, shapes, or objects with a connection or relationship between them. Variety is added between the elements of a design to avoid monotony and a boring harmonic design. When the elements in a design fits together, whether it be the same style, aesthetic, theme or mood, this will create a sense of harmony in the image.
Fig 8.1 shows harmony with the use of a variety of different shades, tints and tones of the colour green and blue, while the white contrasts yet harmonise well in the design. Related objects to the toilet are placed in close proximity, with the addition of plants, as the blend of the green and blue tiles blend together as they are analogous. Different shapes and objects are used to create an attractive harmonious image that fits the same aesthetic.
Fig 8.1 Duck Bath by artbyjulia.png
Unity is created when particular elements of the design are repeated to create a certain look and feel to it, whether they are colours, shapes or objects - the elements are put together to create a sense of unity and oneness, as the elements are balanced to create a fitting theme.
Fig 8.2 shows a unity between the curves and circles. They are of the same shapes, just in different forms, sizes and colours, and are placed closely together to form a sense of oneness, as the colours create a theme to fit a certain aesthetic and theme.
8. Symbol
A symbol is a representation of something more complex and is simplified to by a sign, shape or objects. Symbols can show information about the object or image represented, that could convey one or few sentences of a concept or story. Symbols are figurative representations that show simple visuals, which can be broken down into three parts: Pictorial symbols, Abstract symbols and Arbitrary symbols.
Pictorial symbols are image-related or simplified pictures to represent a concept, idea or story. Fig 9.1 is a zoo logo that shows a variety of simplified animal graphic images that could be found in the Vancouver zoo, where it is attractive and simple for the viewer to immediately understand what the icon means and what it is.
Abstract symbols are images that look like the objects they represent but have less details and are simplified - for example: logos and icons. Fig 9.2 shows the Toblerone logo, a famous chocolate brand from Switzerland. It includes the Matterhorn, a famous Swiss mountain, to show the chocolate that bases off of from the company's history and culture.
Fig 9.2 Toblerone logo by Toblerone company
Arbitrary symbols have no resemblance to the objects and ideas they represent. These symbols were created with a meaning behind installed into them, usually making these images with geometric shapes and colours. We have to learn arbitrary symbols to understand its meaning. Fig 9.3 shows the Spotify logo, showing 3 lines in a circle. Without the explanation that Spotify is a music streaming app, viewers would not understand what the symbol represents.
9. Word and Image
In design, it is important to use relevant and suitable images for viewers to be able to relate to a concept or idea through the images used. On another note, choosing the right words and typography (the design and arrangement of a text to convey a message or concept) to match with the images used is important, as it helps deepen the the meaning and idea of the design, delivering a particular message or feeling to the viewers.
In Fig 10.1, the image of the earth singing a happy tune is accompanied by the words "keep on keepin' on", as if the earth is singing this lyric. With "Better Days Ahead" wrapping the top of the earth, it shows a positive connotation to keep moving forward with a bright attitude and mindset, thus delivering a positive feeling towards the viewer.
Fig 10.1 Better Days Ahead by Paul_craft
Fig 10.2 shows an image that is hard to decipher without the word "drive", indicating this an image of a person inside a car. The repeated lines and contrasted colours from the car window shows movement and rhythm, that the figure is driving a moving car, adding more meaning and understanding to what is happening in this image.
Fig 10.2 Drive Poster by Rocky1993
Task 1 - Art Work
Title of Artwork: Orpheus and Eurydice
Artist's Name: Catherine Adelaide Sparkes
Year: 1842-1910
Location: Wolverhampton Art Gallery, United Kingdom
Medium of the Artwork: Watercolour on paper
Source: Orpheus and Eurydice
Why Did I Choose This Artwork?
I chose this artwork for the sad tale of Orpheus and Eurydice, where feelings of being lost, desperation and regret permeate throughout the story; and those feelings and emotions that were most potent in the story are reflected in this image. I like Greek mythology, and one of the stories that I resonate with emotions for is the story of Orpheus and Eurydice. Out of the many artworks I have seen for this story, I feel that this recreates the scene most accurately, with the expressions of Orpheus realising his mistake and his pose of desperation to take Eurydice back, while Eurydice is lost in sorrow as she is being dragged back to the Underworld, once again separated from her lover. The colours and art-style draws my attention, as I am interested in a variety of artworks that I would like to study, more specifically for this piece is the academism style, comparing it to more modern works.
The elements used in this composition stands out to me the most, following multiple design elements and principles that I want to study closely. These are some of the design principles that I have learned that can be found in this artwork:
Gestalt Theory:
The principle of continuation is used through the light beaming into the cave and the shadow-like figures having curvy lines that flow back into the dark cave, as the viewer's eye flow from right to left. The principle of figure/ground is used as figures Orpheus and Eurydice stand out with contrasting colours of red and white clothes against the dull ground.
Contrast:
The bright dark red clothes on Orpheus is contrasted against a bright sky (showing he is outside and free), while the white clothes on Eurydice is contrasted against the dark shadows (showing that she is trapped and left behind), portraying the contrast between the two figures as they are separated from each other on either side of the painting.
Emphasis:
The focal point of the painting is Orpheus, as he is the dominant figure through the use of the intensity of light and the bright red colour, which then flows towards the subordination elements of Eurydice and the shadows.
Balance:
This piece shows asymmetrical balance as the left side weighs more compared to the right side. The vertical central axis is between the opening of the cave, as Eurydice and the dark shadows become the dominant elements which are balanced by only Orpheus on the other side, as the bright sky and ground feels lighter and more empty. This makes the painting more dynamic to display the feeling of movement, as Orpheus looks back to Eurydice being dragged away from him, back into the cave.
Repetition:
The use of similar colours and shapes for the shadows that are dragging Eurydice away are repeated to create a rhythm that these are in the same group and is moving towards the left in unison.
Movement:
The painting is seemingly moving from right to left, as the intensity of light creates a path for the viewer's eye to move into the cave, followed by the curves and lines used for the shadow figures that creates a path back into the Underworld, as Eurydice is in a pose that shows she is getting dragged away to the right.
Harmony and Unity:
The use constant use of detailed linen wrapped around the figures' and shadows' bodies are common and placed in close proximity with one another, having similar shapes and lines with varied colours and forms, avoiding monotony while achieving a harmonious theme and oneness of this expression of art.
Feedback
Week 1
General Feedback: Briefing on the MIB and tasks for Design Principles module. Start making a new Eportflio and watch the recorded lectures.
Week 2
General Feedback: To refer an image using in-text citation and write the correct figure caption.
Specific Feedback: To organise my blog more and make it more attractive.
Week 3
General Feedback: Make sure the explanations are complete with the right images of design that is chosen. Create jumplinks to make the blog easier to read and scroll through.
Specific Feedback: Keep up the work and finish it. The designs chosen are alright and the blog is attractive and organised.
Observation
I have observed that I could learn many different design principles across a variety of designs that are not limited to one type, such as: artworks, graphic designs, images, photographs, videos, posters and many more. Design principles are not just drawings on our screens or papers, but are everywhere in life, as humans are naturally drawn to these principles and, vice versa, we find these principles in everyday life and nature.
I have seen and researched a variety of artworks and designs to fully understand the different design principles used to capture the viewer's attention, and most importantly, how to use those principles to the limits and make a good design. Not all designs have to be the best, but to attract the viewer's eye and effectively convey the message needed, which have countless ways to go about the execution of the final outcome of the design.
Reflection
Reflecting back on this task, I realised that finding artwork and citing each one as close as possible to the original creator is much harder than I thought, which ended up consuming most of my time (and to add that at times I couldn't make up my mind choose the best artwork for the examples). There were many websites and platforms that never included information about the artists or link to the original source, and I value learning this skill during this task, as I realised how important it is to give credit to the original artist for their hard-work and creativity.
I need to improve on my time-management, as I tend to be slow and meticulous, which I then end up late on doing my tasks. On the other hand, I have learned more on how to use this blog effectively, and so looking into the future, I hope that I would find it easier to blog my tasks and organise my information more effectively.
Link to: Task 2 - Visual Analysis & Ideation
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