TASK 1 (Exploration)
February 3,2025
24/02/2025 - 03/02/2025(Week 1 - Week 3)
ZHOU BOYING / 0369087
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 1
Exploration
LISTS
- Lectures
- Instructions
- Design
- Feedback
- Reflections
Lectures
TOPIC 1.1 Introduction to Elements and Principles of Design
Notes
Finding Essence and Structure of Visual Communication Design
Visual communication design is about organizing visuals in a way that conveys the information without ambiguity. It focuses on organizing and structuring content for improved readability and greater engagement by the audience as well. A good composition guides the viewer, enhances understanding and balances utility with beauty. Regardless if we are in branding, advertising, publishing, or digital media, strong visual communication captures and detains interest. Design using elements and principles will create completeness and contribute to the power of communication with visual creation.
Elements of Design
Every visual composition has a skeletal frame of design elements.
Point - The simplest element; used to generate focus, patterns or rhythm
Line – Determines direction, shape, and movement; the feel of the design.
Shape — Has two dimensions; when you look at it you can see the outlines. They can be geometric (definite) or organic (free-flowing).
Form — Three-dimensional forms that create volume and depth in design.
Texture – The perceived surface quality of an object, either real (tactile) or simulated (visual).
Space – Positive (filled by elements) or negative (blank areas which improve composition).
Color — Characterized by three properties:
Hue (ultimate color, e.g., crimson, blue)
Value (lightness or darkness)
Saturation (strength or purity)
Some common types of color schemes are monochromatic, analogous, and complementary color schemes.
Principles of Design
They govern how elements are organized to provide cohesive formats.
Contrast– Highlights key elements by using differences in color, shape, or size.
Symbol – A symbol, in design, is a simplified graphic that communicates meaning swiftly.
Balance – Creates equilibrium using symmetrical or asymmetrical arrangements.
Emphasis – Highlights focal points with size, color or placement.
Word and Image– Visual communication design is a field in which the combination of words and images is one of the important components.
Repetition & Rhythm – Establishes continuity with regular recurrence of elements
Movement – Directs the viewer’s eye along a controlled visual path.
Hierarchy — Creates the significance of components via distinction and scale.
Alignment – Proper alignment of elements for order and clarity.
Harmony & Unity – Makes sure all components work in conjunction for a seamless look.
TOPIC 1.2 Contrast and Gestalt Theory
Notes
Contrast
Definition:
Placing different elements side by side to make them stand out and enhance visual impact.
Purpose:
Makes visuals more engaging and avoids monotony. Highlights key information for better clarity. Organizes content and directs the viewer’s focus.
Common Types of Contrast:
Color Contrast — Light vs. dark, high saturation vs. low saturation
Shape Contrast – Squares vs. circles, structured vs. organic forms.
Size Contrast – Large and small contrast and creating a clear hierarchy.
Contrast of Texture – Rough vs smooth surfaces.
Gestalt Theory
Core Concept:
The human brain is wired to seek patterns and structure, to organize disparate parts into a unified whole. These principles are employed in graphic design, UI/UX, branding, etc., to enhance visual clarity.
Key Principles:
Similarity
Things that have the Same color, shape or size are perceived as a group.
Having a same fonts and color in the design, creates an organized feeling.
Continuation
Lines, curves, and movement draw the eyeball across the frame effortlessly.
Designers employ leading lines, arrows or flowing text to direct the viewer’s gaze.
Closure
There are gaps in it, but the brain fills them and sees a whole shape.
Common in logos (e.g., Nike swoosh), negative space fills the form.
Proximity
Elements placed together are perceived as associated with each other—debunking the idea that similarity = affinity. Also used in posters and UI design to distinguish sections with whitespace.
Figure-Ground Relationship
The brain distinguishes between fore and background: foreground objects draw attention by their very nature. Designers manipulate color, contrast, and placement to highlight key elements.
Symmetry & Order
Symmetrical designs are stable and balanced. Symmetry can increase harmony, but too much can inhibit a design from feeling dynamic or exciting.
Simplicity Principle (Prägnanz)
Your brain favors simple shapes that are straightforward and structured over complex visuals.
Good design is about minimizing distractions so that the information can be processed.
Common Fate
Objects that move in the same direction are perceived as a group. Implemented in web animations and navigation cues to encourage user engagement.
Uniform Connectedness
Elements that are joined by lines or frames are perceived to be together.
Topic 2: Balance and Emphasis
Notes
Balance
Balance in design refers to the distribution of visual weight in a composition, ensuring the image does not appear skewed or unstable. In design, balance can be:
Symmetrical Balance:
Equal "weight" is distributed on both sides of a central point.
Bilateral Symmetry: Elements are equally arranged on either side of a central horizontal or vertical axis, creating symmetry.
Radial Symmetry: Elements are arranged evenly around a central point.
Approximate Symmetry: Elements are not identical but are arranged symmetrically, creating a balanced effect.
Asymmetrical Balance:
Unequal visual weight on each side of the composition, commonly found in modern design.
One side may have a dominant element, balanced by several smaller elements on the opposite side. This not only generates interest but also creates dynamism and vitality.
Asymmetrical balance often appears more dynamic and visually interesting but is more challenging to achieve because the relationships between elements are more complex.
Golden Ratio:
The Golden Ratio (also known as Phi) is a mathematical concept with a ratio of approximately 1.618. It occurs naturally and is seen everywhere, from the number of leaves on a tree to the shape of a seashell.
Over centuries, the Golden Ratio has been regarded as a representation of perfect beauty and is commonly found in nature.
The Golden Ratio has been used for centuries to create visual balance in architecture and painting.
Designers, illustrators, and digital artists can use the Golden Ratio to bring harmony, balance, and structure to their work. It can also increase the appeal of a design.
Rule of Thirds:
A common composition guideline used in photography, design, film, and painting. An image is divided into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of these dividing lines, or along one of the lines themselves.
This method creates a more dynamic and interesting composition, avoiding the simplicity of centered symmetry.
Emphasis
Emphasis is used to highlight key elements in a design, focusing the viewer's attention on the most important parts. Common methods of creating emphasis include:
Using Color, Shape, or Value:
For example, using vibrant colors to highlight an element or employing larger sizes and unique shapes to attract attention.
These techniques create a visual focal point, guiding the viewer's gaze.
Building a Hierarchical Structure:
Emphasis allows designers to establish a hierarchy of elements, effectively conveying the message and guiding the audience to understand the theme or central idea of the work.
Instructions
TASK1
Design 1
There are 10 Principles of Gestalt Theory which is :
Reification / Figure
This principle emphasizes how we perceive patterns and shapes. Designers use implied shapes or incomplete images to stimulate the audience's imagination, allowing them to fill in the missing information on their own.
Example: In my design, I used an incomplete lightbulb graphic. By displaying only part of the lightbulb’s outline and lines, the viewer's visual system automatically completes it into a full lightbulb shape. Through this approach, I applied the Reification principle to engage the audience’s imagination and encourage their active participation in the construction of the design.
Multistability
This principle refers to the phenomenon where the same visual stimulus can be perceived in multiple ways. Designers can leverage this effect to create ambiguity or novelty, inviting viewers to interpret the design in different ways, thereby enhancing visual interest and engagement.
Example: I incorporated the classic "Duck-Rabbit"(link) multistable image. This design allows viewers to perceive the same graphic as either a duck or a rabbit, depending on their perspective. By using the Multistability principle, I added an element of playfulness and interactivity to the work, enabling viewers to freely interpret the design from their own viewpoint, thus enriching its depth and engagement.
Invariance
This principle refers to the idea that certain properties of an object remain unchanged despite variations in appearance or context. In design, Invariance helps maintain consistency in core characteristics across different situations, allowing the audience to recognize and understand the essence of the design.
Example: In my design, I used three cubes. Although their orientations and positions vary, their shape and structure remain consistent. By applying the Invariance principle, I ensured that viewers could recognize the three cubes despite differences in their presentation. This design not only reinforces visual consistency but also emphasizes the core properties of the shape, demonstrating its stability even amid changes in background and arrangement.
Symmetry
Symmetry in design organizes elements to create a sense of balance and harmony. It often conveys stability and order, effectively guiding the viewer's attention while reinforcing a structured visual experience.
Example: In my design, I used a symmetrical tree pattern. The trees on both sides are perfectly mirrored, making the overall composition appear balanced and orderly. By applying the Symmetry principle, I enhanced visual stability and harmony. When viewers observe this symmetrical arrangement, they naturally perceive a sense of balance and unity, increasing the overall appeal of the design.
Continuity
The principle of Continuity explains why we perceive smooth motion in films rather than a series of static images. In design, Continuity guides the viewer’s eye along a specific direction or path, creating a seamless visual experience.
Example: In my design, I incorporated an arrow shape to direct the viewer’s gaze along a continuous path. By applying the Continuity principle, the arrow leads the audience’s attention from one element to another, creating a sense of visual flow. This design approach naturally guides viewers through the composition, enhancing the cohesion and dynamism of the piece.
Prägnanz (Simplicity)
The Prägnanz principle emphasizes that humans tend to perceive objects in the simplest and most organized way possible. In design, simple shapes are easier to understand and remember, allowing for effective communication of core messages.
Example: In my design, I used the Apple logo (link), a classic example of simplicity in design. By reducing the apple shape to its essential form and eliminating unnecessary details, the design highlights its most recognizable features. By applying the Prägnanz principle, my design emphasizes clarity and simplicity, enabling viewers to quickly grasp and identify the logo’s meaning. This minimalist approach not only enhances visual appeal but also strengthens brand recognition.
Proximity
The Proximity principle states that when elements in a design are placed close to each other, viewers naturally perceive them as a group or related parts. Designers can use this principle to establish relationships between elements through spatial arrangement, helping the audience quickly interpret the information.
Example: In my design, I used yellow circles and yellow squares. By positioning these shapes in close proximity, viewers instinctively perceive them as a unified group. By applying the Proximity principle, I effectively organized these elements to enhance their visual relationship, thereby improving the clarity and structure of the design.
Similarity
The Similarity principle states that elements with shared visual characteristics are perceived as a group. Designers can utilize this principle by employing similarities in color, shape, size, or texture to enhance visual unity and coherence.
Example: In my design, I used a custom graphic. The graphic features the same shape repeated with different colors. This repetition of shape creates a sense of unity, while the varying colors help differentiate each element, adding vibrancy and visual interest. By applying the Similarity principle, the consistent use of shape creates a cohesive visual experience, allowing the viewer to recognize the elements as part of a unified whole. The variation in color helps emphasize each part while maintaining overall harmony in the design.
Closure
The Closure principle states that when a shape or pattern in a design is incomplete, the viewer’s visual system will automatically fill in the missing parts to perceive it as a whole. Designers can strategically use negative space or incomplete shapes to engage the audience’s imagination and encourage active participation in constructing the design.
Example: In my design, I referenced the WWF (World Wide Fund for Nature) panda logo (link). Instead of depicting the entire panda, the design uses negative space to suggest its form. The viewer’s brain naturally fills in the missing parts, ultimately perceiving a complete panda figure. By applying the Closure principle, the design effectively stimulates the audience’s imagination while maintaining simplicity and creativity.
Past Experience
The Past Experience principle suggests that individuals interpret visual elements based on their unique background and experiences. Designers can leverage this by incorporating familiar symbols, colors, and shapes to evoke specific associations or emotions in the audience.
Example: In my design, I used the color combination of traffic lights—red, yellow, and green circles. These three colors naturally lead viewers to associate them with traffic signals. By applying the Past Experience principle, the design taps into the audience’s existing knowledge of traffic lights, allowing the colors and shapes to quickly convey specific instructions. This enhances the visual impact and effectiveness of the design. By leveraging this principle, the design establishes a more direct connection with the audience’s cultural background and experiences.
In Fig 1.2 under Contrast, I chose a vibrant poster design featuring a black panther at the center, with a colorful background. The stark contrast between the black panther and the bright background immediately draws the viewer’s attention to the panther's image. The contrast between the black and the colorful background makes the panther the focal point of the design, while the surrounding text and other details take a more subtle role. This use of contrast naturally guides the viewer’s eyes to the most important part, enhancing the visual impact of the design.
The focus can be the main set of elements or the main area, but there should be the main element in the picture.In Fig 1.3 Emphasis, I chose a design where most of the elements are gray squares, with a single red circle positioned in the center. By contrasting the red circle with the surrounding gray elements, the red circle becomes the visual focal point, naturally drawing the viewer's attention to that area. Through this design, the Emphasis principle is effectively applied, making the red circle stand out visually, guiding the viewer's attention, and highlighting the most important information or content.
Repetition refers to the repeated use of the same or similar elements in design to create consistency and structure. Through repetition, designers can enhance the visual impact, convey the overall theme or message, and guide the viewer’s attention.In Fig 1.5, I chose a design composed of bird patterns, where the bird shapes are repeated in a certain order. By using the same graphic repeatedly, the design strengthens visual consistency and creates a harmonious structure throughout the pattern. In this way, the design not only showcases the artistic effect of repetition but also establishes a sense of order and flow visually.
Movement in design refers to the visual flow or sense of progression created within a composition. It involves guiding the viewer's eye through the design in a deliberate and engaging manner, creating a sense of dynamism and energy.In Fig 1.6, the swirling black and white lines and the varying size of the circular patterns create a sense of movement. The viewer’s eye is naturally drawn along the lines, following the flow of the design, which creates a dynamic visual experience. This design effectively uses Movement to engage the viewer and guide their attention across the composition.
Harmony and Unity in design refer to the coherence and integration of elements within a composition, creating a visually pleasing and balanced whole. When elements work together smoothly, they complement each other and convey a unified message. In Fig 1.7, I chose an image with repeated eye shapes and patterns. The consistent use of the same eye design and the interconnected lines create a sense of harmony and unity. The elements are arranged in a way that they work together cohesively, guiding the viewer’s eye throughout the composition and creating a sense of wholeness. This design effectively demonstrates the principle of Harmony & Unity, where every component works in harmony to convey a single, unified visual message.
In design, a symbol is a visual representation that conveys a specific idea or concept. Symbols simplify complex messages into easily recognizable graphic elements. For example, in Fig 1.8, a series of common symbols such as a clock, TV, document, and camera are displayed. Each icon represents a particular function or object, allowing users to quickly identify its meaning. The design of these symbols is both simple and direct, making the communication of information more efficient and intuitive. This design approach is particularly effective in situations that require quick recognition and understanding, such as app icons or directional signs.
In Fig 1.9, I chose the design of the movie poster for Mon Oncle. The combination of word and image is striking. The core of the poster is the movie title "MON ONCLE," which is enhanced by bold typography and high contrast between black and white, creating a strong visual impact. The text is arranged in vertical stripes, contrasting with the silhouette of the character, which not only emphasizes the presence of the character but also creates a sense of depth visually. The overall design is simple yet layered, conveying both the humorous atmosphere of the film and its thematic essence.
Design 2
Why I Chose This Artwork:
I chose Throb by Zeen Chin for its captivating visual storytelling and emotional depth. - I loved its art style, visual storytelling and emotional beats. The energetic movement of the subject and high contrast between elements with a deep red and light white color choice really brings the image out and adds a mysterious statement on this piece. Light and shadow play against one another, adding depth and drama to the composition, drawing the eye in and leading the viewer through the many layers of detail.
All of this is further amplified by the blend of lore from the familiar Eastern masters combined with new digital methods; a melding that resonates with my desire to see if modern machines can breathe new life into ancient topics. The flowing lines and organic shapes of the artist’s work impart a sense of movement while pairing ethereal, even ghostly figures with luxuriously detailed textiles lends layers of meaning and symbolism.
Throb is more than just a pretty face; it is also a fantastic example of design principles such as contrast, balance, rhythm, and the concept of focal points.
Design Principles Observed:
- Contrast
- Focal Point
- Balance
- Movement
- Rhythm
- Hierarchy
- Unity & Variety
Word count: 198Feedback
Week 1
Specific feedback:
In the first week of class, I learned about the overall arrangement of the course, and knew that we needed to use Microsoft Teams for communication and consult with the tutor every week. I also learned how each task was structured and evaluated, and that I needed to blog about progress and submit assignments on time. I will continue to communicate with my mentor and make sure to update my blog every week and show my progress.
General feedback:
The course explanation in the first week was very clear, which helped me quickly grasp the basic framework and requirements of the course. I now have an initial understanding of the application of design principles and am ready to start documenting and submitting assignments. I hope to continuously improve my design works and deepen my understanding of design principles through weekly consultation and feedback.
Week 2
Specific Feedback:
Through this class, I finally understood the issues in my previous Blogger post and made the necessary adjustments.
General Feedback:
In Week 2, my tutor, Mr. Shamsul Hamimi Ab Rahman, mentioned during the Task 1 evaluation that we need to express the design overview in our own words and include the source links for each selected work on our blog.
Week 3
Specific Feedback:
This week, I have successfully updated and submitted Task 1 to my e-portfolio. The portfolio showcases my design concepts and skills.
General Feedback:
Overall, my assignment is progressing well, and I have basically completed the task requirements. It also reflects my understanding and abilities in design.
Thank you, Sir.
ReplyDeleteThis is a bit too much of an effort but I appreciate your work in Task 1. Good work
ReplyDelete