DESIGN PRINCIPLE / TASK 1 (EXPLORATION)
Week 1-Week 3 (03/02/2025-17/02/2025)
Jennifer Michelle Hiendrawan/0374682
Design Principle/Bachelor of Design (Honours) in Creative Media
Task 1 - Exploration
TABLE OF CONTENTS
1.Lectures
3.Task
4.Feedback
1.LECTURES
- INTRODUCTION
-Visual communication is about utilising design to convey purposeful messages to audience
-The design must be well-thought and executed
- ELEMENTS OF DESIGN
POINT
-The simplest element of design
-Used as repetitive mark forms a line
-As the points moves in space, other two- and three-dimensional figures and forms are created
LINE
-Can be active or static, aggressive or passive, sensual or mechanical
-Indicate directions, define boundaries of shapes and spaces
-Can be grouped to depict qualities of light and shadow and to form patterns and textures
SHAPE
-Expanse within the outline
-Becomes visible when a line or line enclose an area or when an apparent change in value
-Two types of shapes are geometric (circle, squares, triangles) and organic
FORM
-A two-dimensional area is referred to as a shape, a three-dimensional area is called a form
-When form encloses space, the space is called volume
TEXTURE
-The tactile qualities or surfaces
-Can be experienced by touching or through visual suggestion
-Two categories of texture are actual texture (experienced by touch) and stimulated or implied (created to look like the real texture)
SPACE
-Indefinable, general receptacle of all things
SPACE (CONT'D)
-Three-dimensional space is experienced when we are in it
-From the outside we experience mass
-From the inside we experience volume
-Can be defined as positive (filled space) or negative (empty space)
COLOUR
-Visual byproduct of the spectrum of light as it is either transmitted through a transparent medium or as it is absorbed and reflected off a surface
-The light wavelengths that the human eye receives and processes from a reflected source
COLOUR(CONT'D)
-Hue: Colors of the spectrum (yellow and green)
-Value: Lightness or darkness from white through greys to black
-Intensity: Purity of a hue
-Colour schemes: Color groupings that provide distinct color harmonies
-Monochromatic: Based on variations in the value and intensity of a single hue
-Analogous: Based on colors adjacent to one another on the color wheel, each containing the same pure hue
-Complementary: Emphasis two hues directly opposite each other on the color wheel
2.INSTRUCTIONS
3.TASK
- GESTALT THEORY
-Refers to shape or form in German
-Describe how the human eye interprets visual elements
-Complex scenes can be simplified
-Shapes are united and not separated from each other
1.PRINCIPLE OF SIMILARITY
-Human eyes tend to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated
Examples:
Fig 3.1 Principle of Similarity (Week 1, 09/02/2025)
Explanation:
This picture is the principle of similarity because there are some groups of the elements which each groups has the same kind of elements.There are 18 circles in the same group because it all doesn't have any other shape and only black color and for the other circles, they are in the same group because the circle has other shape inside it with white color.
Fig 3.2 African Wax Print Fabric Seamless (Week 1, 09/02/2025)
Explanation:
In this picture, it also has some group based on the elements.The first group is the line, and then the letter 'G', the one look like lollipop, and also the one look like letter 'M'.Even though it has similar elements, it also has a variation (such as the designer make it bigger even though it has the exact same elements, the designer change the direction, etc)
2.PRINCIPLE OF CONTINUATION
-Human eyes follow the paths, lines, and curves, of a design
-Human prefers to see a continuous flow rather than separated object
Examples:
Fig 3.3 Rocky Poster (Week 1, 09/02/2025)
Explanation:
This poster makes the viewer eyes follow the lines (the ladder) that create depth in 2D
Fig 3.4 Les Fees Du Rhin Poster (Week 1, 09/02/2025)
Explanation:
This poster also makes the viewer eyes follow the ladder (which is downward with the gravity) and the ladder have an unknown end.When the viewer read the text, they also has the same eye movement with the ladder
3.PRINCIPLE OF CLOSURE
-Human eyes prefer to see complete shapes
-If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information
Examples:
Fig 3.5 Principle of Closure (Week 1, 09/02/2025)
Explanation:
The visual elements are not complete.It should be a ball.However, we can know that it is a ball because our eyes and our mind form that shape
Fig 3.6 London 2012 Poster (Week 1, 09/02/2025)
Explanation:
The runner's clothes is missing.However, we know that it forms a clothes because our eyes and minds filling in the missing visual information
4.PRINCIPLE OF PROXIMITY
-Grouping related elements together and move unrelated item so that it can be apart from each other.
Examples:
Fig 3.7 Helvetica Text Formatting (Week 1, 09/02/2025)
(My own design)
Explanation:
This kind of design putting related elements together (the headline is close to each other, the body text is also close to each other).All of the same elements are not separated so it looks neat.The paragraph is in order, not in a random place
5.PRINCIPLE OF FIGURE/GROUND
-Object is in the foreground or in the background
-It may either be highlighted in the front (the figure) or fade into the background
Examples:
Fig 3.8 Principle of Figure/Ground (Week 1, 09/02/2025)
Explanation:
There are two images that we can see in this one design.We can see the image of two hands and at the same time we can also see the guitar
Fig 3.9 Principle of Figure/Ground (Week 1, 09/02/2025)
Explanation:
There are also two images that we can see, the road and also the feet and high heels.
6.LAW OF SYMMETRY & ORDER
-Symmetrical to each other and tend to perceive as a unified group
Examples:
Fig 3.10 Mastercard logo (Week 1, 09/02/2025)
Explanation:
This image is symmetrical to each other and also unified as a group
- CONTRAST
-Juxtaposition of strongly dissimilar elements
-Provide visual interest, highlights a key point, and convey meaning
Examples:
Fig 3.11 Contrast Photography (Week 1, 09/02/2025)
Explanation:
The dress and the umbrella colors are red which is more stand out than the background.So, the contrast or the main focus is on the model.
Fig 3.12 Contrast Size (Week 1, 09/02/2025)
Explanation:
The main focus here is the cube because it has different shape than the others, so it stands out.Moreover, it also has a different and bright color that makes everyone focusing on the cube.
- EMPHASIS
-Create dominance and focus
-Various elements can be used, such as shapes or value
Examples:
Fig 3.13 Emphasis (Week 1, 09/02/2025)
Explanation:
The red flower stands out against the background, so the viewer eyes will be focusing more on the flower and also it became the focal point.
Fig 3.14 "The complexity of being" (Week 1, 09/02/2025)
Explanation:
Emphasis is given to the flowers that looks like an egg, which is the main focus of this design.
- BALANCE
-The distribution of visual weight
-Visual equilibrium that causes the total images to be balanced
1.SYMMETRICAL BALANCE
-Equal weight on equal sides
-Equal arrangement of elements on either side of the central axis (horizontal or vertical)
Examples:
Fig 3.15 Symmetrical Balance (Week 1, 09/02/2025)
Explanation:
There is equal distribution on each side.When we draw a line, we can have a mirror image because it is the same.
2.ASYMMETRICAL BALANCE
-Unequal visual weight on each side
-One side might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side
-Offers more visual variety
Example:
Fig 3.16 Asymmetrical Balance (Week 1, 09/02/2025)
Explanation:
There is an area that has a more dominant or center of interest (which is the top) so it creates an unequel visual weight.
- REPETITION
-Make a design seem active
-Creates rhythm and pattern within the work
-Variety is essential to keep rhythm exciting and active
Examples:
Fig 3.17 Repetition (Week 1, 09/02/2025)
Explanation:
Here we can see a repeated image (the black circle), however we can also see a variety which the designers make the circle from big to small so it still exiciting and active
- MOVEMENT
-The path the eyes follow
-Motion or movement in a visual image occurs when object appears to be in motion
-The movement is influenced by the shapes, forms, lines, and curves
Examples:
Fig 3.18 Movement (Week 1, 09/02/2025)
Explanation:
There is a movement in this picture (according to the arrow) that make our eyes also follow the motion when we see this design.
Fig 3.19 Helicoid Water Splash (Week 1, 09/02/2025)
Explanation:
In this photography, the water spill and it became a movement where our eyes follow it when we see the photography
- HARMONY & UNITY
1.HARMONY
-Elements that have common characteristic
-Become monotony without variety
-Sense that all of the elements of design fit together. They may fit the same theme, aesthetic style or mood
Example:
Fig 3.20 Harmony Poster (Week 1, 09/02/2025)
Explanation:
This picture is harmonious because it has there are different elements that fit together and create a pattern.It creates a coloful and combination of shape.
-Repeating some elements, such as color, shapes, or materials
-Provide balamce and a sense of oneness, create cohesive theme.
Example:
Fig 3.21 Unity (Week 1, 09/02/2025)
Explanation:
The butterfly creates repetition and also unity because of the position.All of the butterflies placed and look like a circle which create unity
- SYMBOL
-Symbols can provide or convey message
1.PICTIORIAL SYMBOLS
-Related images and simplified picture
Example:
Fig 3.22 Rain process (Week 1, 09/02/2025)
Explanation:
Here we can see from the beginning of how the rain happened until it is finally raining because it has related images, so it can explain completely about how to form a rain
-Can look like the object that they represent but have less details
Example:
Fig 3.23 Apple logo (Week 1, 09/02/2025)
Explanation:
Resemble objects with viewer details that representate the value of the corporation
-No resemblance at all of the objects or ideas that they present
-The meaning is constructed and we have to learn the meaning behind it
-The meaning is constructed and we have to learn the meaning behind it
Fig 3.24 Infinite symbol (Week 1, 09/02/2025)
- WORD AND IMAGE
-Important to use suitable and relevant images when designing
-Typography is the design and arrangement of text to convey a message or concept
Examples:
Fig 3.25 Scream Poster (Week 1, 09/02/2025)
Explanation:
Here the designer use the relevant image to present "scream" and also use the right typography to describe scream.The designer made the word looks like people is screaming.The typography can convey the right message
ARTWORK/ DESIGN WORK THAT PIQUES MY INTEREST
Fig 3.26 Chosen Artwork (Week 1, 09/02/2025)
Title:Grow Your Own Food
Artist/Designers name:Abram Games
Year:1942
Size:74 x 49 cm
Medium:Lithograph
Source:
https://www.awm.gov.au/collection/C102157The reasons why i like this poster is because this poster has a meaningful message behind it and the illustration can illustrate the right meaning. When i saw the poster for the first time, i can immediately understand the meaning behind it without any confusion. The poster was intended to encourage people to grow their own food during the war because it was a practical solution to reduce dependence on rationed or imported goods. Moreover, i also like how the designer combine the spades and ships in one image, however the designer divided it into 2 kind of images and made an illustration for both of it. This proved that creativity poured in this poster. The colors also strengthen the message, which the left side color is green and brown (describe field) and the other side colors are blue and white to describe water. Furthermore, the gradation of the color made the design looks more alive. This design has a clear focal point, which is the spades and the ships on the middle.
DESIGN PRINCIPLES FOUND IN THE ARTWORK/DESIGN:
1.Contrast: The spades and the ships illustration on the middle has a contrast color because it is darker than the background and foreground. Therefore, the main focus will be on that illustration.
2.Balance: There is an equal weight on both sides which we can see it clearly with our eyes. The designer divided it into two sides which illustrate the ships and spades, also having equal arrangement of elements.
3.Movement: The elements that illustrate the water on the right side seems to be moving because when we see the design, our eyes will follow the move from left to right. It's like when we see the wave.
4.Repetition: We can see the repeated elements to create the field in the left side (using green and brown colors) and also the elements to create the waves of sea on the right side (using blue and white colors)
4.FEEDBACK
5.Principle of continuation:The design makes our eyes follow the paths and lines (on the field and also on the sea) because it creates a continuous flow
4.FEEDBACK
Week 1:
Teams meeting and briefing for task 1 with Ms Jinchi and also Mr Vinod, Ms Jinchi and Mr.Vinod told us what we should do for the next week
Week 2:
General Feedback: Consultation with Mr.Vinod for task 1 and
he said that it was a great job
Specific feedback:Later you can create jump links for the
blogger. Mr. Vinod said that the second
example of proximity is not following it.
Week 3
General Feedback:Last consultation with Mr.Vinod for
task 1 and can proceed for task 2 this week
Specific Feedback:No spaces after the punctuation. Please change it later. Balance is a lot more stronger, so it should be number 1 or 2. Please add quick links.
5.REFLECTION
Experience
After learning about design principles, i got a lot of new experiences and knowledges. Now i know how to create a good design and also what kind of principles we can use to improve our design. Each of the design principles have it own function. I learnt more about how to improve the design artwork by using the principles of design. Moreover, doing a research was one of the most interesting experience because i can learnt from other designers artwork and art and tried to understand it more.
Observation
After some obeservation during design principle class, now i know that the principles of design is very crucial and all designers must know that so that they can create an eye-catching design and also a design that can convey a message to the viewers. Designer must understand what is the correct colors, the correct font, the correct images, illustration, and symbols for each of their design, so that all of it are related to each other. Moreover, when creating a design, contrast and emphasis are also very important to create a focal point of the design, which will be the viewers main focus.
Findings
For me, learning about design principles is very interesting because i can get a lot of new important knowledge to improve my design. I learnt that all design elements must be considered properly by the designer in order to form an attractive design artwork.
6.QUICK LINKS
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