Design Principles/ Task 1: Exploration
5th Feb 2024 - 21st Feb 2024 (Week 1 - Week 3)
Natalie Chu Jing Xuan, 0354589
Design Principles, Bachelor of Design (Honours) in Creative Media
Task 1: Exploration
What's in this blog?
- Module Information
- Design Principles
- Selected UNSDG Goal
- Selected Design
- Explanation for selecting the work of design/art
- Feedbacks
- References Lists
This is the Module Information Booklet of this module:
Design Principles
These are the design principles that are taught in this module:
1. Gestalt Theory
Gestalt theory describes how the human eye interprets visual information, breaking down complex scenes into simpler forms. Instead of breaking the forms down into smaller, more basic components, it seeks to explain the shapes as a single, united form. These are the six principles in the Gestalt Theory:
i. Similarity
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| Fig.2.1 Gestalt Theory: Similarity (21/2/24) |
We perceive items, objects, or elements as grouped when they have superficial characteristics in common, such as the same use of colours, form, or style. In Fig.2.1, despite sharing the same form, elements with the same colour are perceived as being more similar to humans than those with a different colour. This can help viewers to categorise a complex layout.
ii. Continuation
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| Fig..2.2 Gestalt Theory: Continuation (21/2/24) |
iii. Closure
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| Fig.2.3 Gestalt Theory: Closure "World Wildlife Fund" logo (21/2/24) |
Humans fill in the gaps between incomplete shapes to create the illusion of a complete shape. Closure is commonly used in "optical illusion" logos to add a playful and unexpected change to otherwise simple designs.
iv. Proximity
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| Fig.2.4 Gestalt Theory: Proximity (21/2/24) |
The proximity principle organises or structures a layout by grouping related information into a single visual unit. On a newspaper site, adding more white space between headlines and other columns helps separate one story from another.
v. Figure/Ground
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| Fig.2.5 Gestalt Theory: Figure/Ground (21/2/24) |
This principle describes how we instinctively attempt to break down an entire image into foreground and background. On flat, two-dimensional images, the human eye still attempts to impose this three-dimensional instinct, dividing images into two dimensions, the figure in front and the ground behind.
vi. Symmetry and Order
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| Fig.2.6 Gestalt Theory: Symmetry and Order Olympic Logo (21/2/24) |
Similar to the law of similarity, this principle suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
2. Contrast
Contrast occurs when two elements on a page are different. For example, use different colours for the text and background, or set a heading in a large and bold font with a sans-serif font for the body text.
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| Fig.2.7 Design Principles: Contrast (14/2/2024) |
In Fig.2.7, iPod expertly used the contrast:
- Contrast is attractive to the eyes - it draws attention.
- Contrast helps to organise information - the purpose and content of the document are much clearer.
- Contrast creates focus - highlighting specific information.
3. Emphasis
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| Fig.2.8 Design Principles: Emphasis (21/2/24) |
The emphasis is on creating a focal point. It can be created using size, weight, position, colours, shapes, and styles. Adding emphasis draws an audience's attention and guides the viewer's attention to the wanted area.
4. Balance
Balance is the distribution of visual elements according to their perceived weight. It can be conveyed through size, shape, or even contrast. It can use symmetry or equality, but it can also be achieved with asymmetry, in which case you see something that distributes the elements evenly rather than the reflection. There are several types of balance:
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| Fig.2.9 Design Principles: Balance "CHANEL" Logo (21/2/24) |
- Symmetrical
- Asymmetrical
- Radial
- Mosaic
- Discordant
5. Repetition
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| Fig.2.10 Design Principles: Repetition (14/2/2024) |
Repetition demonstrates the use of the same or similar elements repeatedly to create consistency and uniqueness. Repetitive lines, shapes, forms, colours, or even design elements can be considered repetitive elements.
6. Movement
Movement refers to how the eye moves across a design. It helps in leading viewers to the next key point.
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| Fig.2.11 Design Principles: Movement "The Great Wave" by Katsushika Hokusai (14/2/2024) |
For example, in Fig.2.11, our gaze begins on the left and is drawn to the right by the movement and curves of the crashing wave. When the wave is followed to its natural end point, the eye is drawn to Mt. Fuji in the background, which you may not have noticed previously.
7. Harmony and Unity
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| Fig.2.12 Design Principles: Harmony "Olive Trees with Yellow Sky and Sun" by Vincent Van Gogh (21/2/24) |
Harmony is when everything seems to fit together, while unity is when elements are used to create visual connections and pull everything together into a cohesive whole through repetition and similarity. Harmony is achieved by repeating certain elements.
8. Symbol
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| Fig.2.13 Design Principles: Symbols (14/2/2024) |
A symbol is a representation of a word, idea, concept, or even sound in visual form. Symbols are used by brands to express features or values in an understandable manner and to help them become more recognisable to consumers.
9. Word and Image
The proverb "an image is worth a thousand words" refers to the idea that images have more communication power than other elements. Images in graphic design add meaning and evoke associations to help the reader make a connection with the text and help make sense of the information presented in a layout.
Selected UNSDG Goal
The UNSDG Goal that I have selected is Goal 5, Gender Equality. The purpose of this goal is to ensure equal access to opportunities, resources, and rights for women and girls in every aspect of life. The goals are to:
- End gender-based violence and discrimination against women
- Ensure their equal leadership and participation
- Give them access to sexual and reproductive health services
- Provide their equal rights to economic resources
- Promote laws and policies that are gender-responsive
- Empower women through the use of technology
Selected Design
Below is an illustration that I had chosen for this task:
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| Leadership HQ Artist: Lucía Sancho Hernández Year: 2021 Medium: UN Women's article graphic illustration Size: 1800px X 1800px |
Explanation for selecting the work of design/art
I was attracted to this illustration at first because of its vibrant
colours and childlike art style. Upon closer look, I noticed that
every character in the drawings was a woman who worked in a variety of
industries.
Women have been underestimated, mocked, and
neglected for many decades or even centuries. Women are viewed as a
family's internal character, where men work outside. I had a great female
teacher once. She said that her dream was actually to be an engineer,
but her father said that "women should not be engineers, that’s a career
for men “, so she chose a relatively "feminized" occupation - a
teacher.
However, this illustration subverts these long-standing social prejudices and cognition of women. They can engage in any field, no matter is in science, medicine, fashion, entrepreneurship, art, and even engineering. The illustrator conveyed through this painting that “as long as we want, we can，” She believes that "acting for equality means giving women the opportunity to grow." Hence, I found this connected to the UNSDG 5, gender equality.
Design Principles included:
- Harmony
- Movement
- Similarity (shapes)
- Repetition (colours)
- Asymmetrical balance
- Proximity
Feedbacks
Week 3: Provide real example for the Design Principles instead of the tutorial understanding purpose ones.
References
Alyssa, N., Jacob, O. (n.d.) Symbols: A Beginner's Guide. Available at https://www.adobe.com/creativecloud/design/discover/symbols.html (Accessed: 14th Feb 2024)
Grace, F. (2023) Gestalt Theory: 6 Essential Principles for Design. Available at https://www.shutterstock.com/blog/gestalt-theory-in-design (Accessed: 11th Feb 2024)
Jennifer, F. (2009) Principles of Design: Contrast. Available at https://www.sitepoint.com/principles-of-design-contrast/ (Accessed: 14th Feb 2024)
Lauren, W. (2017) The Principles of Design: Movement. Available at https://inklingcreative.ink/movement/ (Accessed: 14th Feb 2024)
Lucia, S. (2021) Equal Opportunity. Available at https://www.linkedin.com/posts/lucia-sancho_actforequal-activity-6811639869790543872-WNap?trk=public_profile_like_view (Accessed: 19th Feb 2024)
Shirish, S. (2022) Movement Principle of Design. Available at https://ux360.design/movement-design/ (Accessed: 14th Feb 2024)
Unknown (n.d.) Principles of Design. Available at https://www.invisionapp.com/defined/principles-of-design (Accessed: 14th Feb 2024)
UN Women (2021) What does gender equality look like? Artists around the world share their vision. Available at https://un-women.medium.com/what-does-gender-equality-look-like-artists-around-the-world-share-their-vision-53015261b00a (Accessed: 19th Feb 2024)
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