DESIGN PRINCIPLES / EXERCISES

September 07, 2022

DESIGN PRINCIPLES / EXERCISES

31.8.2022 - 30.9.2022 (Week 1 - Week 5)
Sheryl Pang Pui San / 0349746
Design Principles / Bachelor of Design (HONS) in Creative Media
Task 1 - Exercises

INSTRUCTIONS

Task 1: Exercises -
Choose 5 design principles and create a design for each design principle you had chosen.

9 Design Principles

Gestalt theory // Contrast // Emphasis // Balance // Repetition // Movement // Harmony & Unity //Symbol // Word and Image

LECTURES

Gestalt theory -

Gestalt = shape / form in German
It is a rule that describe how human eyes perceives visual elements.
The human eyes sees patterns, logic and structure.

There are several different principles and laws inside the gestalt theory design principle which is:

Principle of similarity - when similar elements are placed together
Principle of continuation - has flow to lead the eyes to follow the paths or lines of the design
Principle of closure - fill in blanks to perceive a complete object whenever an external stimulus partially matches the object.
Principle of proximity - related design elements placed together
Figure/ground - elements stands out in the foreground or background
Law of symmetry & order - objects placed in a symmetry pattern to let our eyes sees different elements group together as a different elements/subject

Contrast -

The juxtaposition of strongly dissimilar elements, elements stands out between two different elements. Contrast can be found in shape, colour, position, buildings structure, photography lightning, etc.

Emphasis -

Create dominance and focus in a work using elements like colours, shapes, or value.

Balance -

Visually balance in the composition. It refers to the distribution of visual weight in a design.

Symmetrical balance - equal weight, centrally placed

Asymmetrical Balance - unequal visual weight. One side of the composition with a dominant element which could balanced out the other side with the lesser focal points. More variety & complex.

The golden ration - a guide to create visual balance, it brings harmony, balance and structure to the work.
Rules of thirds - composition guideline to create more dynamism to a work.

Repetition -

Creates pattern and rhythm, can gives variety to avoid monotony

Movement -

Leads the eyes in, around, and through a composition that the eyes can follow. Objects seems to be moving. Shapes, forms, lines, curved are elements used to create movement in a visual image.

Hierarchy - directs viewers to the most important information first and navigates viewers through the secondary content.

Alignment - edges line up along common rows or along a common centre.

Harmony & Unity -

Harmony - elements shared common traits, a sense that all the design elements fit together, as in a same theme, aesthetic style or mood.

Unity - Balanced and give a sense of oneness and creating a theme.

Variety refers to the repetition of particular elements throughout the work. It avoids design works to become boring or monotony.

Symbol -

A sign, shape, or object that is used to represent something else to convey information.

Word and Image -

Typography, layout design, use words and image that are relevant and suitable in design.

#1 Gestalt theory

Small Recap:
Principle of order - objects placed in a pattern to let our eyes sees different elements group together as a different elements/subject
Principle of closure - fill in blanks to perceive a complete object whenever an external stimulus partially matches the object.

Design Process -

Visual References

Figure 1.1.1 Gestalt theory animal graphic by ARTSY DORK

Figure 1.1.2 "Strength in Numbers" - Painting by Chris Buzelli

Idea Exploration

Figure 1.2.1 Flower bird

Principle of Order: flower that looks like a bird wearing a dress

Figure 1.2.2 Flower dress

Principle of Order : flower petal that looks like a dress

Figure 1.2.3 Flower word

Reordering found object (flower petal and branches) and place it to looks like a word arrangement

Figure 1.2.4 Owl & Dog (Principle of Closure)

Final Outcome (JPEG) with Rationale

Figure 1.3 Final outcome for Gestalt Theory Principle of Order design

"FLOWER"

Arrangement of the word "flower" using found objects of dried flower petals and branches. The human eye tend to look for order in objects and perceive elements as part of a unified group. As in this image, it was created for the viewer to notice the word flower and realise it is using flower petals and branches to arrange the order of the word.

Lecturer's Feedback

The exploration is refreshing and more exploration could practise understanding.
Take a photo of bright clean flat with minimum shadow in it, can continue sketch of figure 1.2.3 on a cleaner paper and rearrange the flower.

Weekly Reflection

I tried to took more clearer photo with better lightning for the final outcome design.

#2 Emphasis

Small Recap:
Emphasis create dominance and focus in a work using elements like colours, shapes, or value.

Design Process -

Visual References

Figure 2.1.1 Poster design by Bo-Wei Wang & Bo-Yue Wang @Behance

Figure 2.1.2 Emphasis of umbrella @Pinterest

Idea Exploration

Figure 2.2.1 First attempt of sketch of emphasis on mushroom

Figure 2.2.2 Improvised sketch from the first attempt

Figure 2.2.3 Sketch idea for final outcome

Final Outcome (JPEG) with Rationale

Figure 2.3 Final outcome for Emphasis design

"Mushroom"

A drawing of mushroom on the mountain with a background of white clouds and blue sky.

Lecturer's Feedback

The background and the arrangement are well done but the emphasis on the mushroom in the middle seems floating and does not blend into the background. I can try to place the mushroom in between and emphasis on the stronger or more striking colour of the mushroom.

Try to make the size of the mushroom in the back smaller in size.

Weekly Reflection

To create emphasis, I need to make sure the attention is more on the emphasis element and less on the background element. I choose to draw the mushroom which i want to emphasis with more details and make the background plain to make the attention more on the mushroom.

#3 Repetition

Small Recap:

Repetition of elements to create patterns and rhythm.

Design Process -

Visual References

Figure 3.1.1 Book cover design of The Night Ocean by Paul La Farge @Pinterest

Figure 3.1.2 Repetition of lines and shapes forming the candle by Donny Grafiks @Pinterest

Idea Exploration

Figure 3.2.1 Sketch idea for repetition

Figure 3.2.2 Improvising the sketch

Final Outcome (JPEG) with Rationale

Figure 3.3 Final outcome for Repetition design

"Stars Above the Waves"

Repeating the elements of lines to create a pattern of shooting stars and ocean waves.
The illustration is about the flickering shooting stars at the night of the ocean and the calm waves in the blue sea.

Lecturer's Feedback

A design can have multiple principles in it.
Repetition of lines can creates movement.

Weekly Reflection

I tried using a more consistent of lines to create the waves and a more neat design.

#4 BALANCE

Small Recap:
Visually balance in the composition. It refers to the distribution of visual weight in a design.

Symmetrical balance - equal weight, centrally placed

Asymmetrical Balance - unequal visual weight. One side of the composition with a dominant element which could balanced out the other side with the lesser focal points. More variety & complex.

Design Process -

Visual References

Figure 4.1.1 Symmetrical Balance - photo of sea and sky taken by me

Figure 4.1.2 Asymmetrical Balance design @Pinterest

Idea Exploration

Figure 4.2.1 Sketch for Symmetrical Balance - sunset

Figure 4.2.2 Sketch for Asymmetrical Balance - sea and sand

Figure 4.2.3 Draft sketch for asymmetrical balance - scenery of the ocean

Final Outcome (JPEG) with Rationale

Figure 4.3 Final outcome for Balance

"The Great Ocean"

Asymmetrical balance design- Inspired by the scenery of the ocean surrounding by the mountain and grasses. There is blue sky with white clouds above the green mountain and blue ocean. The mountain is full of grass and green plants surrounding the ocean. The ocean is calm only with a little of waves.

Lecturer's Feedback

Try to do more visual reference to find more interesting visual before moving on to the sketches.
More details is needed for a better outcome for the final design.

Weekly Reflection

I tried to find more visual references that inspired me to create the final outcome design and added more details to it.

#5 Word & Image

Small Recap:

Typography, layout design, use words and image that are relevant and suitable in design.

Design Process -

Visual References

Figure 5.1.1 Typography design of sky background @Pinterest

Figure 5.1.2 Poster design @Pinterest

Idea Exploration

Figure 5.2.1 First attempt for Word & Image design

Figure 5.2.2 Sunset Gradient - idea for Word & Image

Figure 5.2.3 Sunset Word & Image design

Figure 5.2.4 Word & Image designed in Photoshop

Final Outcome (JPEG) with Rationale

Figure 5.3 Final outcome for Word & Image

"Sunset Gradient"

The image used is taken by me during the time of sunset, it shows the silhouettes of buildings with the gradient of sky when the sun is setting. The repetition of the word sunset have a lower opacity below to indicate the gradient of the sky when the sun is setting down.

Lecturer's Feedback

The sketches for the first attempt design were too similar to the visual reference. Can try to find a picture showing the view of moon and rearrange the text.

Try to make the text more bolder for the sunset gradient design for the final outcome.

Weekly Reflection

I tried not to follow and copy the visual references design idea but think a word design that would suit my image chosen.

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SHERYL PANG PUI SAN (0349746)