Design Principles | Task 1 : Exploration
Week 1 - Week 3
FEILYCIA JOY KURNIAWAN / 0373400
Design Principles (GCD60804). / Bachelor of Design (Honors) in Creative Media
Task 1 : Exploration
TABLE OF CONTENTS
1. Instruction
2. Lectures
3. Exploration
5. Feedback
6. Reflection
INSTRUCTION
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LECTURES
Visual Communication
- Utilizing design to tell a message towards an audience
- Design must be well thought-out & executed in order to achieve effective communication
- Learn & apply elements the principles of design
Elements of Design
- a repetitive point forms a line
- as it moves in space, other 2D & 3D figures are made
Line
- can be active/static, aggressive/passive, sensual/mechanical
- can indicate directions, define boundaries of shape & spaces, indicate volumes / solid masses, and suggest motion / emotion
- can be grouped to show qualities of light and shadow, patterns, and textures
- can indicate directions, define boundaries of shape & spaces, indicate volumes / solid masses, and suggest motion / emotion
- can be grouped to show qualities of light and shadow, patterns, and textures
Shape
- refers to the expanse within the outline of a 2D / 3D object
- becomes visible when a line(s) enclose an area, or when there are changes
in value, color, or texture
- shapes :
- Geometric Shapes :
circles, triangle, square - tend to be regular & precise
- Organic Shapes :
irregular, curving, rounded, seem relaxed, and more informal
compared to organic shapes
Form
- 3D area is called a form
- when form encloses space, the space itself is called volume
- a major element in sculpture & architecture
- with 2D media (painting, drawing), form must be implied (using light,
shadow)
Texture
- refers to the tactile qualities of surfaces / the visual representation
of those qualities
- all surface have textures that can be experienced by touching or trough
visual suggestion
- texture : 1. actual (experienced by touch) ; 2. implied ( created to look
like the real texture)
Space
- indefinable, general receptacle of all things
- we see the space of surface all at once in drawings, prints, photographs,
and painting
- space is defined by its edges
- yet, within the limited boundaries, an infinite number of spatial
quantities can be implied
- 3D space is experienced when we are in it
- from outside, we experience mass ; from inside, we experience
volume
- space can be defined as positive (filled space) / negative (empty
space)
- illusion of a 3D space can be suggested by depth
- can be achieved by overlapping images, variation of sized, placements,
and perspective
Color
- is a visual byproduct of the spectrum of light, either transmitted trough
a transparent medium / it is absorbed and reflected off a surface
- color is the light wavelengths
- 3 variables in colors ;
- hue : color of the
spectrum (yellow, green)
- value : the
lightness / darkness ( from white trough greys to black )
- tint = pure hue + white
- tone = pure hue + grey
- shade = pure hue + black
- intensity /
saturation / chroma : purity of a hue
- a pure hue is the most intense form of a given color
- with pigment (black/white/grey) of another hue is added to a pure hue, it is dulled and the intensity diminishes
- with pigment (black/white/grey) of another hue is added to a pure hue, it is dulled and the intensity diminishes
- color grouping that provide distinct color harmonies are called
color schemes
- monochromatic color schemes are based on variations of value &
intensity of a single value
- analogous color schemes are based on colors adjacent to the others
in the color wheel, each containing the same pure hue
- complementary color emphasize 2 hues directly opposite
of each other on the color wheel
Principles of Design
Contrast
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| https://www.pinterest.com/pin/235805730482686652/ |
- juxtaposition of strongly dissimilar elements
- without it, visual experience would be monotonous
- provides visual interest, emphasis a point and express content
- without it, visual experience would be monotonous
- provides visual interest, emphasis a point and express content
Gestalt Theory
- human brains is wired to see pattern, logic, structure
- "gestalt" = shape / form (german)
- rules that describe how the human eye perceives visual
elements
- aim to show how complex scenes can be reduced to more simple shapes, and
how the eyes perceive shapes as a single, united form
- principle of similarity - craft a link between elements of a similar nature
- principle of continuation - follow paths, line & curves of a design, (prefers to see a continuous flow)
- principle of closure - complete shapes by filling in missing visual information
- principle of proximity - ensuring related design elements are placed together
- principle of figure/ground - objects perceived in foreground or background
- law of symmetry & order - symmetrical elements perceived as a unified group
- Extra : Law of Uniform Connectedness, Law of Pragnanz, Law of Common Fate.
Balance
- distribution of visual weight
- can be symmetrical / asymmetrical
- can be symmetrical / asymmetrical
- symmetrical balance - equal "weight" on equal sides of a centrally placed fulcrum ( can be horizontal / vertical / diagonal ). Round element arrangement around a central point is radial balance.
- asymmetrical balance - unequal "weight" on each sides of the composition, one side contain a dominant element. More dynamic, give offs modernism, movement, energy, vitality, variation & complexity
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| https://www.pinterest.com/pin/362962051193797909/ |
- Golden Ratio - known as phi, a mathematical concept. A representative of perfect beauty and often can be found in nature. This ratio has been used as a guide to create visual balance that brings harmony, balance & structure.
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| https://elementor.com/blog/golden-ratio/ |
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| https://www.pinterest.com/pin/239253798948951897/ |
- Rule of Thirds - composition guideline to create dynamism. Ratio is an image divided evenly into thirds horizontally and vertically
- emphasis is used to create dominance and focus in a design work
- to emphasize, we can use Emphasis by : value, color, shape, texture,
visual hierarchy
Further exploration - Youtube : Matthew Watt (Principles of Design:
Emphasis)
Repetition - pattern & rhythm
- repetition can make a design seem active
- repetition creates pattern and rhythm
- variety is important to avoid monotony
- creates visual excitement by enriching surface interest
- the way design leads the eye in round & through a composition, the
way the eye follows
- motion / movement occurs when objects seem to be moving
- comes in shapes, forms, lines, and curves
|
|
The Great Wave by Katsushika Hokusai https://inklingcreative.ink/movement/ |
The eyes are lead from the left to the right because of the shape of the
waves that creates movement
Hierarchy
- choreography of content in a composition to convey meaning /
information
- directs viewers to the most important element first, and navigates the
rest of the contents
Unity and Harmony are often hard to tell the difference, this is a visual explanation between the two
Word and Image
Emphasis
Movement
Harmony & Unity
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- often can be seen in posters
- placement of elements in a way that edges line up along common rows /
columns / bodies along a common center
- creates a sense of unity & cohesion, that improves design and
perceived stability
- can lead a person through a design
- involves the selection of elements that share a common trait
- without variety, harmony becomes monotone
- elements that fit together, may fit the same theme, style or
mood
- repetition of particular element, can be shapes, colors, or materials
to pull the look together
- composed in a way that are balanced & give a sense of oneness,
creating a theme
|
| https://www.flux-academy.com/blog/the-visual-design-elements-and-principles-that-make-good-design |
Unity and Harmony are often hard to tell the difference, this is a visual explanation between the two
- scale is the size of one object in relation to the other
objects. refers to the size and dimension of figures and forms relative to
a specific unit of measure.
- can be determined in 2 ways : actual measurements (with ruler,
measuring tape) ; visual estimates based on comparison
- architectural drawings are examples of the use of scale
- proportion is the relationship of two / more elements in a
composition and how the compare
- said to be harmonious
- the effective use of proportion results in harmony and unity
Further exploration - Youtube : Cntrl+Paint ( Principles of Design:
Scale & Proportion )
Symbols
- a sign, shape, or object that is used to represent something else
(Cambridge Dictionary, 2020)
- can convey information, equivalent to one or more sentences of text or
even to a whole story
- pictorial symbols - image related & simplified pictures
- abstract symbols - represents object with less details
- arbitrary symbols - no resemblance to the object, we have to learn arbitrary symbols. Invented with the meaning constructed
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| Types of symbols example, Made by me in Canva |
Word and Image
- use suitable and relevant images
- choosing the right words to pair with the image is important
- typography is the design and arrangement of text to convey a message
/ concept
Visual Analysis
Is a method of understanding design that focuses on the visual elements
and principles with the purpose is to recognize the choices that a
designer made in creating the design
Visual analysis is a critical part of visual literacy, it is divided
into 3 phases
- Phase 1: Observation - closely looking & identifying the visual elements. All about looking, thinking and finding good language to communicate what you notice
- Phase 2: Analysis - think about your observations, combine to create design principles that complete that work of design
- Phase 3: Interpretation - find the meaning, purpose, mixed with facts you discovered during the first 2 phases
EXPLORATION
Gestalt Theory
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| https://www.pinterest.com/pin/422281211131885/ |
- Using the gestalt theory specifically on the Principle of Closure
- Utilizing the use of white space to form the girl
- Contrast also can be seen in this work
Contrast
|
| https://www.pinterest.com/pin/710020697542887302/ |
- Using colors to make contrast
- The high contrast between the two colors creates an interesting visual outcome
- Using complementary colors
Emphasis
|
| https://www.pinterest.com/pin/22025485670691837/ |
- Emphasis creates a focus point on the yellow arrow
- Emphasis on the color, size and direction to create a new focus
Balance
|
| https://www.pinterest.com/pin/2533343537095738/ |
- Balance on the shape
- This piece also have repetition aspect into it, can be seen in the shape
- A symmetrical balance can be seen and using the vertical focus point
Repetition
|
| https://www.pinterest.com/pin/4503668371827770/ |
- Repetition on the red circles, and people
- Utilizing white space to create focus on the main subjects
- Design seem active, which is one of the goal for repetition
Movement
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| https://www.pinterest.com/pin/42291683994872713/ |
- The way the road is made is to create movement
- Naturally, our eyes are moving from the top and moving in a spiral movement towards the lower part of the photo
Harmony & Unity
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| https://www.pinterest.com/pin/1095711784337846526/ |
- Even though there is a lot of items in the picture, it still seem harmonious
- The chosen colors, and textures creates unity
- The colors, highlights, and shadows creates harmony
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| https://www.pinterest.com/pin/10555380371009713/ |
- Symbols, specifically abstract symbols ( represents object with less details )
- You can see each animal presented by their symbols even when they have less details
- These types of symbols can be made by emphasizing their silhouette / most prominent features
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| https://www.pinterest.com/pin/1337074888628905/ |
- Creating visual interest by using words in design
- Here you can see " Fired Up" which matches the typography design and the overall message
- Emphasizing the work, and creates more interest by combining words and images
TASK 1 - Visual Analysis
Title : She Was Gold
Artist : Liffi Wongso
Medium : Watercolor on paper
Year : 2020
Liffi Wongso is one of my all time favorite Indonesian artist. From the
many artwork she has made, this piece what made me fell in love with her
work. The colors, composition and how it looks so airy is
mesmerizing.
The artwork itself is inspired by butterflies that are mating. The artist
mentioned that the entangled mating butterflies is why she makes the
drawing seems "entangled".
For me, the overall work is very well executed, with the hollow spaces
between the figures, plants, and other objects, it looks intentional. The
contrast between the intricate work and the plain background draw our
attention straight into the main focus and making it less overwhelming for
the viewers. Colors is also a huge part I am deeply amazed by this work,
the color combination is a great and harmonious palette.
Balance between the composition, layout, and colors can be seen here. And
overall, when you observe the piece, the design principles are integrated
and played very well in this artwork.
FEEDBACK
Week 1
General Feedback - Explained the task requirements
Specific Feedback - Assigned to our lecturer
Week 2
General Feedback - try to explore more, not just from the video provided. Look for other sources, and you may come up with my own interpretation of the topic
Specific Feedback - Good progress
Week 3
General Feedback - Make sure you understand the topic well.
Specific Feedback - Make some of the pictures larger.
REFLECTIONS
Experience - A fun exploration where we can see the the implementation of each principles in action.
Observations - Design is beyond making things "look good". There are many aspect that contributes to a well thought design. However this doesn't mean we necessary need to follow all of them. These principles is there to help us reflect into our design for us to improve.
Findings - Looking back at my work, I can tell there are some aspects that I lack, with these principles, I can look back and improve my designs.
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