Design Principles/ Task 1: Exploration

10/02/2025 - 17/02/2025 / Week 2 - Week 3

Lim En Yu / 0354452

Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor’s University 

Task 1: Exploration

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TASKS

Task 1: Proposal Development

Task 3: Development & Design

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TABLE OF CONTENTS

1. Instructions

2. Lectures

3. Task 1: Exploration

4. Feedback

5. Reflection

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Instructions

  Fig 1.1 Module Information

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Lectures

Introduction: Elements & Principles of Design

1. Point

- A point or dot is the simplest element of design, used as repetitive mark forms a line. 

- As the point moves in space, other two- and three-dimensional figures and forms are created.

2. Line

- Lines can be active or static, aggressive or passive, sensual or mechanical.

3. Shape

- Two general category of shapes - geometric (circles, squares, triangles) & organic (Irregular).

4. Form

- A three-dimensional area is called a form. When form encloses space, the space is called volume.

- With two-dimensional media, such as painting, illustration or drawing, form must be implied.

5. Texture: 

- All surfaces have textures that can be experienced by touching or through visual suggestion.

- Two categories of texture - actual (experienced by touch) & simulated or implied (created to look like the real texture).

6. Space

- Space is the indefinable, general receptacle of all things - the seemingly empty space around us.

- The actual space of each picture's surface is defined by its edges - the two dimensions of height and width. 

- From the outside, we experience mass. 

- From the inside, we experience volume.

- In graphic design, space, or depth, refers to the area that a shape or form occupies. Space can be defined as positive (filled space) or negative (empty space).

- This can be achieved by overlapping of images, the variation of sizes, placement and perspective.

7. Colour

- Each of the millions of colours human beings can distinguish is identifiable in terms of just three variables: 

1. Hue: Colours of the spectrum, e.g. yellow and green.

2. Value: This refers to the lightness or darkness from white through greys to black.

3. Intensity: Also called saturation or chroma, it refers to the purity of a hue. A pure hue is the most intense form of a given colour, it is the hue in its highest saturation, in its brightest form.

- Colour groupings that provide distinct colour harmonies are called colour schemes.

1. Monochromatic colour schemes: based on variations in the value and intensity of a single hue.(Example: Blue with different shade)

2. Analogous colour schemes: based on colours adjacent to one another on the colour wheel, each containing the same pure hue. (Example: Red-Orange)

3. Complementary colour schemes: emphasise two hues directly opposite each other on the colour wheel. (Example: Yellow & Purple, Red & Green)

Principles of design: Organisational fundamentals that resulted from or guides the arrangement of the elements.

1.Contrast 

2.Balance 

3.Emphasis 

4.Rules of Third 

5.Repetition/Pattern/Rhythm 

6.Movement 

7.Hierarchy 

8.Alignment 

9.Harmony 

10.Unity 

11.Proportion

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Topic 1: Contrast & Gestalt Theory

Gestalt Theory

1. Principle of Similarity

The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.

2.Principle of Continuation

The 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.

3.Principle of Closure

The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.

4.Principle of Proximity

- The process of ensuring related design elements are placed together. 

- Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organize or give structure to a layout.

5.Principle of Figure/Ground

- Objects are instinctively perceived as being either in the foreground or the background. - They either stand out prominently in the front (the figure) or recede into the back (the ground).

6. Law of Symmetry & Order

- This law states that elements that are symmetrical to each other tend to be perceived as a unified group. 

- Similar to the law of similarity, 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.

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Topic 2: Emphasis and Balance

Balance

Symmetrical Balance

- Has equal "weight" on equal sides of a centrally placed fulcrum.

- Arranging elements equally around a central point results in radial balance

Asymmetrical Balance

- Unequal visual weight on each side.

- One side of the composition might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side.

Golden Ratio

- Also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a

mathematical concept and a number that goes on indefinitely (1.618033988749895...). The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.

- The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.

- For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one’s work. It can also increase the appeal of a design work.

Rule of Thirds

- It is a composition guideline to create more dynamism to a work of design/photography/film/painting.

- An image is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.

Emphasis

- Emphasis is used to create dominance and focus in a design work. 

- Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.

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Topic 3: Repetition and Movement

Repetition

- Repetition could make a work of design seem active.

- The repetition of elements of design creates rhythm and pattern within the work.

- Variety is essential to keep rhythms exciting and active, and to avoid monotony.

- Pattern increases visual excitement by enriching surface interest.

Movement

- The way a design leads the eye in, around, and through a composition - the path the eye follows.

- Motion or movement in a visual image occurs when objects seem to be moving in a visual image.

- Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.

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Topic 4: Harmony and Unity

Harmony

- Harmony involves the selection of elements that share a common trait. 

- Harmony becomes monotony without variety

- Harmony is the sense that all of the elements of your design fit together. They may fit the same theme aesthetic style or mood.

Unity

- Unity refers to the repetition of particular elements throughout your design - whether they're colors, shapes or materials - to pull the look together. 

- Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme. 

Scale

- Scale and proportion are both design elements that have to do with size. 

- Scale is the size of one object in relation to the other objects in a design or artwork. 

- Scale refers to the size and dimension of figures and forms relative to a specific unit of measure. 

- Scale can be determined in two ways:

    1. Actual measurement

    2. Visual estimates based on comparison

Proportion

- Proportion refers to the size of the parts of an object in relationship to other parts of the same object. 

- Proportion in art and design is the relationship of two or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, setting, etc.; i.e. ratio.

- Proportion is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.

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Topic 5: Symbol, Image and Word

Symbol

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

- In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story.

1. Pictorial symbols: Image-related and simplified pictures.

2. Abstract symbols: Look like the objects that they represent but have less details.

3. Arbitrary symbols:

- Arbitrary symbols have no resemblance at all to the objects or the ideas they represent. 

- The symbol is invented with the meaning constructed. 

- Many are based on geometric shapes and colours.

Word and Image

- Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. 

- Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design.

- Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design. 

- Typography is the design and arrangement of text to convey a message or concept.

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Task 1: Exploration

1. Gestalt theory

Gestalt ” refers to shape ” or form ” in German. The goal of Gestalt principles or laws is to demonstrate that complex situations may be broken down into simpler forms by describing how the human eye interprets visual features. Other than that, they seek to clarify how the forms are seen by the eyes as a unified, cohesive form as opposed to the several, simpler components.

Principle of Similarity: Even when parts in a design are separated, the human eye has a tendency to interpret them as a single, cohesive image, form, or group. It appears that the brain creates connections between comparable parts as shown in Fig 3.1.

Fig 3.1 Example of Gestalt Theory Principle of Similarity (Source: Sam)

Principle of Continuation: The human eye prefers to observe a continuous flow of visual elements over discrete items and follows the routes, lines, and curves of a design. Fig 3.2 has demonstrated this by having a continuous curve of the road.

Fig 3.2 Example of Gestalt Theory Principle of Continuation (Source: flickr)

Principle of Closure: Complete forms are preferred by the human eye. Fig 3.3 showed that by completing the missing visual information, the user can perceive a full shape even if the visual aspects are incomplete.

Fig 3.3 Example of Gestalt Theory Principle of Closure (Source: Gábor Kóthay on Pinterest)

Principle of Proximity: The procedure for making certain that relevant design components are arranged together. Any irrelevant objects ought to be separated. A layout may be made more organized or structured by using close proximity like Fig 3.4, which shows that things are related to one another and form a single visual unit.

Fig 3.4 Example of Gestalt Theory Principle of Proximity (Source: Kurt Koffka on Moss51)

Principle of Figure/Ground: People automatically view objects as being either in the background or the front. Either they sink into the back (the earth) or they stick out sharply in the front (the figure). For example, fig 3.5 has shown that there are figure in the front which is animals and the back is the tree.

Fig 3.5 Example of Gestalt Theory Principle of Figure/Ground (Source: Word Press)

Law of Symmetry and Order: According to this law, symmetrical parts are more likely to be viewed as a single, cohesive entity. In fig 3.6, this rule implies that items that are symmetrical with one another will be more likely to be classified together than objects that are not, much like the law of similarity.

Fig 3.6 Example of Gestalt Theory Law of Symmetry and Order (Source: John Sextro on Medium)

2. Contrast

The juxtaposition of highly contrasting items is known as contrast.

The visual experience would be boring without contrast. Contrast may convey elements, highlight a point, and provide visual interest. There are 3 examples, which are fig 3.7, fig 3.8 and fig 3.9 have demonstrated this example.

Fig 3.7 Example #1 of Contrast (Source: MEDIAPLOT on Pinterest)

Fig 3.8 Example #2 of Contrast (Source: Sophia Borchers on Pinterest)

Fig 3.9 Example #3 of Contrast (Source: Ben Wiseman on iheartmyart)

3. Emphasis

In a design project, emphasis is utilized to bring about attention and dominance. To establish dominance, a variety of components, including color, forms, and value, may be applied to generate focus like demonstrated in Fig 3.10, Fig 3.11 & Fig 3.12.

Fig 3.10 Example #1 of Emphasis (Source: omarvisuals on Pinterest)

Fig 3.11 Example #2 of Emphasis (Source: Vic C. on Pinterest)

Fig 3.12 Example #3 of Emphasis (Source: Dyuliana Soriano on Pinterest)

4. Balance

Balance refers to the distribution of visual weight in a work of design. The overall appearance of balance is brought about by the visual equilibrium of the components. Both symmetrical and asymmetrical balance are possible.

Symmetrical Balance

Equal weight is distributed equally on both sides of a centrally located fulcrum, and bilateral balance is achieved by the equal placement of components on each side of the central axis (horizontal or vertical). In fig 3.13, radial balance is achieved by evenly positioning the components around a center point. When comparable but not identical shapes are grouped around the fulcrum line, this is known as approximate symmetry.

Fig 3.13 Example of Symmetrical Balance (Source: Bethany Webster)

Asymmetrical Balance

Asymmetrical balance like fig 3.14 showed that each side of the composition has an uneven amount of visual weight. More dynamic and captivating; a prominent feature on one side of the composition may be counterbalanced by two or more smaller focus points on the opposite side. It conjures up images of movement, life, energy, and modernity. Asymmetrical balance provides greater visual variation, but because the interactions between the pieces are more intricate, it can be more challenging to execute.

Fig 3.14 Example of Asymmetrical Balance (Source: Grace Fussell on Shutterstock)

5. Repetition

A piece of design may appear dynamic through repetition. The work's rhythm and pattern are produced by the design components' repetition. Variety is necessary to prevent boredom and maintain lively, engaging rhythms. By enhancing surface appeal, pattern raises visual excitement. Fig 3.15 has a repetition of patterns of fish and bird which is an artwork by Maurits Cornelis Escher, "Bird, Fish" in 1938.

Fig 3.15 Example of Repetition (Source: Maurits Cornelis Escher)

6. Movement

A design's ability to guide the viewer's gaze in, around, and through a composition. When items appear to be moving inside a visual picture, motion or movement is present. The types of shapes, forms, lines, and curves that are employed provide a visual image movement.

Hierarchy

Hierarchy is a composition's use of content choreography to convey meaning and information. A visual hierarchy like Fig 3.16 helps users navigate through secondary content and points them to the most crucial information first.

Fig 3.16 Example of Movement - Hierarchy (Source: chois on Pinterest)

Alignment

When pieces are arranged so that their bodies line up at a common center or their edges line up along shared rows or columns, this is known as alignment. Fig 3.17 has several columns that the circles are lining up, which formed ana lignment. Coherence and unity are fostered by alignment, which enhances the overall appearance and perceived stability of the design. Another effective strategy for guiding someone through a design is alignment.

Fig 3.17 Example of Movement - Alignment (Source: Gilberto Ribeiro on Behance)

7. Harmony & Unity

Harmony

The use of components that have a similar quality is necessary for harmony. Without variation which is a change or slight difference in elements and objects in composition, to avoid a boring, harmony turns into monotony. Harmony is the feeling that every component of your design works well together. They could share a same topic, aesthetic, or atmosphere. For instance, fig 3.18 has a same theme and aesthetic as all pieces of furniture, decor, and color work together.

Fig 3.18 Example of Harmony (Source: Rebecca Deczynski on Havenly)

Unity

The term "unity" describes how specific elements—whether they be colors, forms, or materials—are used repeatedly throughout your design to create a cohesive aesthetic, and this has been greatly demonstrated in fig 3.19 where the same shapes and colours are applied repeatedly. When these components are arranged to create a theme and provide a feeling of balance and unity, unity results. Despite their similar sounds, unity and harmony have different functions in how we perceive design.

Fig 3.19 Example of Unity (Source: Nibera on Instagram)

8. Symbol

An item, shape, or sign that serves as a representation of another entity. In design, symbols can communicate or transmit information that is comparable to one or more text sentences or even a whole narrative.

Pictorial Symbol

Image related and simplified pictures like fig 3.20. 

Fig 3.20 Example of Pictorial Symbol (Source: freepik)

Abstract Symbol

Despite having less information, abstract symbols can resemble the things they represent. Fig 3.21 is a simplified version of dragon that only has a basic shape or silhouette of it.

Fig 3.21 Example of Abstract Symbol (Source: j yan on Pinterest)

Arbitrary Symbol

Arbitrary symbols are created with a contrived meaning; they have no similarity to the things or concepts they stand for. A lot of them are based on geometric colors and forms. Exclamation mark and question mark in fig 3.22  meanings which people often used can express the feelings but actually they have no similarity to the things they stand for.

Fig 3.22 Example of Arbitrary Symbol (Source: Stephen Coles on flickr)

9. Word and Image

When the correct pictures are utilized in a design, viewers and users may relate to an idea or brand. Therefore, when creating, it's critical to utilize appropriate and pertinent imagery. A piece of design will have visual hierarchy and balance if the typeface is chosen carefully and positioned. The layout and design of words to express an idea or message is known as typography. Fig 3.23 has the biggest size of text at the top while smaller size of text at the bottom which can direct the audiences to the main point at the first sight.

Fig 3.23 Example of Word and Image (Source: vikinglk on Pinterest)

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Selected Artwork

I have browsed through the Internet and I have seen an interesting illustration from a Japanese artist, Marui michi (Fig 3.24).

Fig 3.24 Selected artwork by Marui Michi

Title: 梅雨が終わったら一緒に遊びにいく約束

Artist: Marui Michi

Year: 17 July 2017

Size: 2871px x 3939px

Source: Twitter

I have been struggling and browsing through the Internet to look for inspirations and there is not any specific art style that impressed me until I saw this drawing. The clean but amazing drawing and composition skills is something that I always pursuing for. Based on the drawing and its title, I could have a rough idea of what it is conveying."梅雨が終わったら一緒に遊びにいく約束" means, "We promised to go out together after the rainy season is over". 

The girl in the bubble I believe she is the sunny doll based on the white clothes and two sunny doll in the bubble as well. Basically the things that are in the bubble are representing the rainy season, such as the frog, snail and rain boot. Based on the boy's outfit it could be known that it should be summer but due to the rainy season, they cannot meet each other, so it was quite sad. This whole artwork demonstrate a cohesive colour palette and interesting composition. I really like the art style very much, not only this drawing from this author, but othersthat could be found on her Twitter as well.

(188 words)

Design Principles

1. Contrast

2. Emphasis

3. Harmony

4. Movement

I have observed some design principles in this drawing. Firstly, there is contrast between the world inside and outside the bubble that there are a lot of elements inside the bubble while outside the bubble there is just empty. Other than that, emphasis also plays an important role in this drawing. The main focus which is the bubble is in a bigger size that could grab the audience's attention at the first sight. Moreover, harmony also has been applied as all the elements inside the bubble have shared the same aesthetic and atmosphere that works well together. Also, there are movement can be noticed which is the movement of the rope of the girl and the wave at the edge of the bubble.

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Feedback

Week 2

General Feedback: For those who haven't open a blog please follow the tutorial and do so. Before starting task 1 please watch the lectures videos. Have proper in-text citation with figure caption. No ned to include date in figure caption but need to have author's name and link to website.

Specific Feedback: Dr Wong Chui Yin has given me some feedbacks on how I should refer an image for in-text citation and write Figure Caption. I should include the author's name and link of the website in the figure caption. Other than that, I will also need to have the in-text citation of the figure in the paragraph.

Week 3

General Feedback: To avoid the blog being too long and hard to navigate, we can add a jump link "back to top" so we can go back to the content page immediately. For the description of the selected artwork it could be separated into 2 paragraphs. The point size should be 14px so that it could be seen.

Specific Feedback: For the visual analysis, Dr Wong has given me some advice on how to express it better. She has asked me my feelings toward the artwork and the reason behind it. She suggested that I could include it in the visual analysis to make the visual analysis better.

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Reflection

Before taking this module, I have already took a lot of design modules as I am already in semester 3.5. However I still think I am not very clear about the design principles area. After watching the lecturues and reading the lecture slides, I have a cleareer understanding of design principles.

For example, by doing the research on the examples of each design principle, I know how to differentiate how many design principles are included in an artwork, and how the design principle are utilised to convey the meaning of it and enhance the artwork.

Also, throughout this task, I have discovered an artist that I like it very much now. I like her art style very much as when I browsed through the Internet for an artwork that suitable for this task, the selected artwork has attracted me at first sight. Therefore, I think that this module give me an opportunity not only to learn about design principles, but to discover more and more different artworks as well.

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