Design Principles - Exercises

29/08/2022 - 23/09/2022 (week 1- week 4)

Jason Antony / 0356335

Design Principles / Bachelor of Design (Hons) in Creative Media / Taylors university

Task 1: Exercises

---

LECTURES

Lecture 1:

Dr. Jinchi's lecture covered all design aspects and concepts, as well as gestalt theory and contrast. These ideas we taught are critical and serve as the foundation for us designers. These concepts are essential in our work, and we must learn how to analyze and apply them in order to produce great designs.

Gestalt Theory

The whole is different from the sum of its parts. Gestalt theory is to organize visual elements into groups or 'unified wholes' when certain principles are applied. The mind will attempt to fill in details that aren't actually there.

Fig.1 https://pin.it/2F7LgpE

• Principle of Similarity
• Even if similar parts in a design are separated, the human eye perceives them as a full picture, shape, or group. The brain appears to connect items of related nature.
• Principle of Continuation
• The human eye follows a design's paths, lines, and curves and tends to see a continuous flow of visual elements rather than separated objects.
• Principle of Closure
• Complete shapes are preferred by the human eye. If the visual elements are lacking, the user can perceive a complete shape by filling in the gaps.
• Principle of Proximity
• Ensures that relevant design elements are positioned together. Unrelated objects should be separated. Close proximity suggests that elements are linked or have a relationship to one another and form a single visual unit that helps to organize or structure a layout.
• Principle of Figure/Ground
• Objects are instinctively judged to be in the foreground or background. They either stand out in the front (as in the figure) or recede into the back (the ground).
• Law of symmetry and order
• According to this law, components that are symmetrical to each other are viewed as a coherent group. This rule, like the law of similarity, says that items that are symmetrical with each other are more likely to be classified together than those that are not symmetrical with each other.

Fig.2 https://pin.it/3VPRw6o

Fig.3 https://pin.it/5dEaqLG

Contrast

In the realm of visual design, contrast may be described as a distinction between two or more components in a composition.

Paintings

Fig.4 https://pin.it/5gOqeKO

Fig.5 https://pin.it/5gOqeKO

Throughout these works, there is a great use of color contrast. The artist employs opposing colors to distinguish both light and shadow parts. Contrast is used to emphasize the importance and to direct viewers' attention to what the artist wants them to see first, before anything else. As the paintings are interpreted, the contrast elicits various feelings.

Architecture

Fig.6 https://pin.it/4zU0Xfi

Fig.7 https://pin.it/1sqsimh

Contrast is highly leveraged in these architectural works. The contrasting materials create a differentiation that gives emphasis to the spaces that the architect wants to be showcased. The natural background enveloping the built structures also aids the architect in conveying different meanings and emotions. 

Photography

Fig.8 https://pin.it/3t9kUqX

Fig.9 https://pin.it/6qVSYeg

Contrast is also essential in photography. There is color contrast in the first photo, with green against orange. In the second photo, the model pops out because the bright backlight provides a striking contrast. These photographs demonstrate the effective use of contrast and how contrast can be utilized to create curiosity as well as evoke a specific sensation.

Lecture 2:

Balance

The distribution of visual weight in a design work is referred to as balance. The visual balance of the elements is what makes the whole image look balanced. There are 2 types of balance in design, Asymmetrical or symmetrical balance.

Symmetrical Balance

• Has equal "weight" on both sides of a centrally located fulcrum.
• Bilateral balance is achieved when equal arrangement of elements are present on either side of the central axis.
• Radial balance is achieved by arranging pieces evenly around a focal point.
• When analogous but not identical shapes are grouped around the fulcrum line, this is referred to as approximate symmetry.

Fig.10 https://pin.it/34oMC06

Asymmetrical balance

• Each side of the composition has an unequal visual weight.
• A prominent element on one side of the composition may be balanced by a couple or more minor focus points on the opposite side. 
• More dynamic and fascinating. It inspires thoughts of modernity, movement, energy, and life.
• Asymmetrical balancing provides greater visual variation, but it can be more difficult to produce due to the more intricate interactions between pieces.

Fig.11 https://pin.it/5eXupyc

The 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.
• Many people have regarded the Golden Ratio as a symbol of ideal beauty or as being found only in nature over the centuries.
• For centuries, the Golden Ratio has been utilized as a guide to establish visual harmony in architecture and art.
• The Golden Ratio may be utilized by designers, illustrators, and digital artists to provide harmony, balance, and structure to their work. It can also improve the visual attractiveness of a design effort.

Fig.12 https://pin.it/2pOjqfq

Rule of Thirds

• It is a composition guideline used to provide energy to a design/photography/film/painting production.
• An image is divided into thirds, both horizontally and vertically, and the focus is positioned at the junction of those dividing lines, or along one of them.

Fig.13 https://pin.it/5BZe5mN

Emphasis

In design, emphasis is utilized to generate dominance and attention. To establish dominance, many components such as color, forms, or value can be employed to generate focus.

 

Fig.14 https://pin.it/6GiJoKS

Fig.15 https://pin.it/20DXAKd

Lecture 3:

Repetition

Repetition may make a design appear lively. The recurrence of design components provides rhythm and pattern in the work. Variety is necessary to keep rhythms fresh and lively while avoiding monotonous designs. Pattern adds visual appeal to the surface, increasing visual excitement.

Fig.16 https://pin.it/6KuJoNi

Fig.17 https://pin.it/4pzqqj0

Movement

The path that a design takes the eye in, around, and through a composition. Motion or movement in a visual picture happens when items appear to move in a visual image. Movement in a visual image is caused by the shapes, forms, lines, and curves that are employed.

Fig.18 https://pin.it/6aB3K3T

Fig.19 https://pin.it/3ON6QT8

Hierarchy

The choreography of content in a composition to transmit information and express meaning is known as hierarchy. Visual hierarchy leads readers to the most essential information first and distinguishes secondary content navigation.

Fig.20 https://pin.it/35SJFWs

Alignment

Alignment is the placing of pieces in such a manner that their edges line up along common rows or columns, or their bodies line up at a common center. Alignment produces a sense of unity and cohesiveness, which contributes to the overall aesthetic and perceived stability of the design. Alignment also is a powerful tool to guide the observer through a design.

Fig.21 https://pin.it/4VaUQbg

Lecture 4:

Harmony

Harmony is achieved by selecting pieces that have a common quality. Without variation, harmony becomes monotonous. Harmony is the sense that all of your design's aspects fit together. They may have a same topic, artistic style, or mood.

Fig.22 https://pin.it/6OeZwkv

Fig.23 https://pin.it/1Iq9QnR

Unity

The recurrence of specific aspects throughout your design whether colors, forms, or materials to tie the appearance together is referred to as unity. When these parts are combined in such a manner that they are balanced and offer a sense of oneness, a theme is formed. Although unity and harmony may sound identical, they play different roles in how we perceive design.

Fig.24 https://pin.it/FqXWAcS

Scale and Proportion

Scale is the size and dimension of figures and shapes in relation to a given unit of measurement. There are two techniques to determine scale: Actual measurement and Visual estimation.

Architectural drawings and scale models are two examples of scale in action. Scale is also used to specify or depict features based on the relative sizes of items. Significant variation from a standard scale relationship can provide dramatic consequences and aesthetic appeal in the design or composition.

In art and design, proportion refers to the relationship of two or more parts in a composition and how they compare to one another in terms of size, color, number, degree, context, and so on; i.e. ratio. Proportion is considered to be harmonic when there is a proper relationship between the parts in terms of size or quantity. The successful use of proportion in design frequently results in harmony and unity.

Fig.25 https://pin.it/6O7C8Gv

Lecture 5:

Symbol

Fig.26 https://pin.it/Wt7HQ7l

• A sign, shape, or object that is used to represent

something else (Cambridge Dictionary, 2020).

• In design, symbols can provide or convey information,

equivalent to one or more sentences of text, or even a

whole story (Eco, 1976 & Pettersson, 2015).

• Pictorial Symbols
• Image-related and simplified pictures.

Fig.27 https://pin.it/73xNzY6

• Abstract Symbols
• Abstract symbols might resemble the items they represent yet have less information.

Fig.28 https://pin.it/3ntynUz

• Arbitrary symbols
• Arbitrary symbols bear no similarity to the objects or concepts they represent.
• The sign is created, and the meaning is built.
• Many of them are built around geometric shapes and colors.
• Learning Arbitrary symbols is crucial.

Fig.29 https://pin.it/7wcuzAW

Word and Image

Imagery is an essential component of every design, whether print or digital. When the correct images are utilized in a design, users and viewers may relate to an idea or a brand. It is consequently critical to utilize appropriate and relevant imagery while designing. Choosing the correct words to connect with the visual is critical since it deepens the meaning of the design. A suitable typeface and intelligent type placement will result in visual hierarchy and balance in a design effort. The design and arrangement of words to communicate a message or notion is known as typography.

Fig.30 https://pin.it/3Yb7TTz

Fig.31 https://pin.it/6J5zCgG

INSTRUCTIONS

Select 5 design principles from the list below:

1. Gestalt theory 
2. Contrast ✔
3. Emphasis 
4. Balance ✔ 
5. Repetition ✔
6. Movement ✔
7. Harmony& Unity ✔
8. Symbol 
9. Word and Image

Create 1 design for each chosen principle.

PROGRESS: Every week leading up to the deadline (Week 5), discuss and show your work progress to your lecturer.

For materials, you may use any of your choices, but do consider their suitability to best express your ideas. In your EXERCISES post in the blog, each design must contain:

1. a recap of the selected design principle
2. your design process:
1. visual references (designs that have inspired your own)
2. idea exploration and description
3. final design in JPEG and a short rationale 
4. the feedback that was given by the lecturer
5. reflection on the particular week

If you have any photographs for final submission or idea exploration, make sure that they are clear,  taken from various angles, and properly cropped. Name your blog in your real name for quick and easy identification.

Contrast

In the realm of visual design, contrast may be described as a distinction between two or more components in a composition.

Design Process

Visual References:

 

 Fig.32 https://pin.it/5gOqeKO

  Fig.33 Instagram @itsrubyrojas

Idea Exploration and Description:

I want to recreate a photograph of a woman into a digital painting with a similar technique as the paintings in my visual references. Like the painting that I referenced, I used the same idea for the background, which is using two halves of white and black. I used my style to portray the woman from my reference image in my painting. I also used a lot of lines to give extra depth to the contour and highlights of the face. The inverse of colors in the two halves gives a lot of contrast. To me, it conveys an unsettling yet satisfying atmosphere that I really like. 

Sketches:

 Fig.34

Final

 Fig.35

Regarding my final result for Contrast, I drew it using the references mentioned above. In my painting, I applied my own style to depict the woman from my reference photograph. Personally, I'm delighted I took the time to reflect and come up with a unique contrasting design. To create a more contrasted effect, I maintained every component of the drawing in black and white. Overall, I believe my final design creates an unsettling yet gratifying vibe, which I enjoy.

Balance

The distribution of visual weight in a design work is referred to as balance. The visual balance of the elements is what makes the whole image look balanced. There are 2 types of balance in design, Asymmetrical or symmetrical balance.

Design Process

Visual references:

 Fig.36 https://pin.it/34ZpN7t

 Fig.37 https://pin.it/34ZpN7t

 Fig.38 https://pin.it/34ZpN7t

 Fig.39 https://pin.it/34ZpN7t

Idea Exploration and Description:

The inspiration behind this composition is the idea of "going down the wrong path". The composition features a mysterious man guiding you towards the gates of hell. I really liked the first reference image and I wanted to adopt its color backdrop and some of the elements. However, I wanted to create a darker and more mysterious atmosphere in my composition to suit the concept. 

Sketches:

 Fig.40

Final

 Fig.41

In terms of my final result for Balance, I took the sources mentioned above to develop a graphic that illustrates the concept of "going down the wrong road.". I really loved the first reference image and wanted to use some of its aspects and colors. And I am pleased with my final design since I feel it expressed both the design principle and my notion in an atmospheric and aesthetically pleasing manner.

Harmony

Harmony is achieved by selecting pieces that have a common quality. Without variation, harmony becomes monotonous. Harmony is the sense that all of your design's aspects fit together. They may have a same topic, artistic style, or mood.

Design Process

Visual references:

Fig.42 https://pin.it/5gzBROP

Fig.43 https://pin.it/4srKkOn

Idea Exploration and description:

For this design principle, I wanted to express the harmony of colors. The color scheme I used for this composition is complementary colors. The yellow sand and the blue ocean are opposites in the color wheel, and they give a sense of harmony when used in the same composition. I also used different shades of blue to indicate the different depths of the water. This also creates harmony among the same color theme. 

Sketches:

Fig.44

Final

Fig.45

I wanted to accentuate the beauty of the ocean in my final Harmony design. I believe I have successfully implemented this design idea by using complementary hues and preserving balance throughout the design.

Movement

The path that a design takes the eye in, around, and through a composition. Motion or movement in a visual picture happens when items appear to move in a visual image. Movement in a visual image is caused by the shapes, forms, lines, and curves that are employed.

Design Process

Visual references:

Fig.46 https://pin.it/4VS5RqE

Fig.47 https://pin.it/2xf36h8

Idea Exploration and description:

For this design principle, I wanted to express movement through lines. I feel that even though lines are simple, they can be combined and arranged in a way that expresses more complex shapes and ideas. that is what I did with this composition. I used lines of different length and stroke to create movement within the design.

Sketches:

Fig.48

Final

Fig.49

I intended to convey the flow of running water through arbitrary configurations of lines and curves in my Movement final design. I am pleased with this design since, in comparison to the earlier designs, I believe I have finally emphasized the dynamic component of water.

Repetition

Repetition may make a design appear lively. The recurrence of design components provides rhythm and pattern in the work. Variety is necessary to keep rhythms fresh and lively while avoiding monotonous designs. Pattern adds visual appeal to the surface, increasing visual excitement.

Design Process

Visual references:

Fig.50 https://pin.it/faRSCAi

Fig.51 https://pin.it/7GmLgqB

Idea Exploration and description:

For this design principle, I want to use the same shapes and lines to create a composition. the only change incorporated is the size of the circles and the direction of the lines within the circles. To me this composition emphasizes the use of repetition in a different and unorthodox way.

Sketches:

Fig.52

Final

Fig.53

To successfully portray the design idea, I intended to construct a composition employing lines in the form of shapes for the final design for repetition. I applied comparable patterns to the references and structured them in a way that preserves the design's balance and harmony. I believe that the composition as a whole has successfully conveyed the design idea of recurrence in an unconventional manner.

Feedback

Week 1:

Dr. Jinchi advised me to lighten the dark part of my Contrast composition as she said that the dark side was too dark and it seemed that that particular side was a lot larger than the latter, therefore making my design unbalanced. She also asked me to continue further my composition for Balance.

Week 2:

Dr. Jinchi advised me to revert the Contrast composition as she said a lighter shade of black did not emphasize enough contrast. She also said that my design for Balance was good and sufficient. She proceeded to ask me to create the remaining 3 design principles.

Week 3:

Dr. Jinchi advised me to crowd the composition for Harmony. For my Movement composition, she said that the artwork did not emphasize enough movement and advised me to create more exaggerated curves along with splashes to signify the turbulent flow of water. And for my Repetition composition, she asked me to further develop my sketch by adding color and other elements to finalize the design as a whole. 

Week 4:

Dr. Jinchi was satisfied with all my designs and proceeded to ask me to fully complete my Blog for submission.

Reflection

Throughout the four weeks of this design exercise, I was introduced to concepts that were unfamiliar to me. However, after spending enough time and effort learning about the components and principles, I've discovered that the key is to determine the context and message you want to convey in your design, and then proceed to select the appropriate elements and principles to effectively express your design. Regarding my final artworks, I am pleased with the results and had a great time creating them since I was able to freely express my interests and bring life to my works through my inspirations. I believe that design principles are an extremely essential subject that is critical for all aspects of design, and I am pleased to have had the opportunity to understand the many principles over the last few weeks. I am hoping to be successful in my designing journey using the concepts and lessons that I have learned through this exercise.