Task1 Exploration

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5 Feb 2024- 24 Feb 2024
WEEK1-WEEK 3
SIMON KO JING LIANG
0364359
Bachelors of Design(Honours) in Creative Media
Design Principles

INSTRUCTION

LECTURES
Topic 1

Contrast 

  • Juxtaposition of strongly dissimilar elements.
  • Prevents monotony in visual experiences.
  • Adds visual interest.
  • Highlights key points and effectively communicates content.

Gestalt Theory

  • "Gestalt" refers to "shape" and "form" in 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 explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.

Principle of Similarity

  • The human eye tend to perceive similar elements in a design as a complete picture, shape or group.
  • The brain seems to craft a link between elements of a similar nature.
fig1.1
similarity


Principles of continuation

  • The human eye naturally follows the path, lines, and curves within a design.
  • It tends to prefer a continuous flow of visual elements over separated objects.
  • Continuity enhances the coherence and aesthetics of the design.
  • Seamless transitions between elements create a more engaging visual experience.
fig 1.2
continuation


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.
fig 1.3
closure

Principle of proximity

  • Principle of proximity: Objects close to each other are perceived as a group or related.
  • Elements near each other are seen as belonging together or having a relationship.
  • Spaced-apart elements are perceived as separate or unrelated.
  • Commonly used in design to organize information, create hierarchy, and enhance readability.
  • Helps to improve visual clarity and comprehension for the viewer.


fig 1.4
 proximity


Principle of figure/ground

  • It refers to an ability to separate elements based upon contrast for example: dark and light, black and white.
  • Balancing figure and ground can make the perceived image more clear.
fig 1.5
figure/ground

Law of symmetry & order

  • Symmetrical elements are perceived as a unified group.
  • Similar to the law of similarity.
  • Symmetrical objects more likely to be grouped together.
  • Symmetry creates a sense of cohesion and unity.
  • Applies in various fields like design, psychology, and aesthetics.
fig 1.6 
symmetry

Topic 2


Balance

  • Balance refers to the distribution of visual weight in a work of design.
  • It is the visual equilibrium of the elements that causes the total image to appear balanced.
  • It can be symmetrical or asymmetrical.

Symmetrical Balance

  • Has equal "weight" on equal sides of a centrally placed fulcrum.
  • The equal arrangement of elements on either side of the central axis(horizontal or vertical) resulting in bilateral balance.
  • Arranging elements equally around a central point results in radial balance.
  • Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.

fig 2.1 
Symmetrical Balance

Asymmetrical Balance

  • Unequal visual weight on each side of the composition.
  • 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.
  • More dynamic and interesting. It evokes feelings of modernism, movement, energy and vitality.
  • Asymmetrical balance offers more visual variety, although it can be more difficult to achieve the relationships between elements are more complex.
fig 2.2
Asymmetrical balance

The Golden Ratio
  • The golden ratio, often denoted by the Greek letter φ (phi), is a mathematical constant approximately equal to 1.618033988749895. It has many interesting properties and is often found in nature, art, architecture, and various other fields.
  • Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty or is uniquely found throughout nature.
  • It has been used for centuries as a guide to create visual balance in architecture and painting.
  • 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.

fig 2.3
The Golden Ratio


Rule of Third

  • It is a composition guideline to create more dynamism to a work of design/photography/film and painting.
  • An image is divided evenly into third, 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.

fig 2.4
Rule of Third


Emphasis

  • It is used to create dominance and focus in a design work.
  • Various elements can be used to create emphasis, such as color, shapes or value, to achieve dominance.

fig 2.5
Emphasis


Topic 3

Repetition

  • It 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.

fig 3.1
Repetition

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. 

fig 3.2
Movement

Hierarchy
  • Hierarchy is the choreography of content in a composition to communicate information and convey meaning.
  • Visual hierarchy directs viewers to the most important information first, and identifies navigation through secondary content. 

fig 3.3
Hierarchy

Alignment
  • It is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center.
  • Alignment creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.
  • It can also be a powerful means of leading a person through a design

fig 3.4
Alignment

Topic 4

Harmony
  • It 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.
fig 4.1
Harmony

Unity

  • It 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.
  • Although unity and harmony may sound similar but they each play distinct roles in the way we experience design.
fig 4.2
Unity

Scale and proportion

  • 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.
  • Proportion refers to the size of the parts of an object in relationship to other parts of the same object.
  • Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal. 
Scale

  • 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
  • Architectural drawings and scale models are examples of the applied use of scale. 
  •  Also, scale is used to specify or illustrate details based on the relative sizes of objects.
  • Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.

Proportion

  • 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.
  • The effective use of proportion in design often results in harmony and unity.
fig 4.3
Scale & Proportion




Topic 5

Symbol

  • A sign, shape, or object that is used to represent something else .
  • In design, it can provide or convey information, equivalent to one or more sentences of text, or even a whole story.

Symbols
  • There have figurative representations and non-figuration representations
  • Figurative representations have VISUALS and GRAPHIC SYMBOLS
Graphic symbols
  • pictorial Symbol
  • abstract symbol
  • arbitrary symbols




Pictorial Symbol

  • Image-related and simplified pictures.
fig 5.1
Pictorial Symbol



Abstract symbol

  • Abstract symbols can look like the objects that they represent but have less details.
fig 5.2
Abstract symbol



Arbitrary symbols

  • It 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.
fig 5.3



Word and image

  • Imagery: Vital in design (print or digital), facilitates user and viewer connection with concepts or brands.
  • Importance of suitable and relevant images for effective design.
  • Pairing words with imagery crucial for enhancing design's meaning.
  • Typography: Design and arrangement of text to convey messages or concepts effectively.
  • Strategic use of typography (typeface choice, positioning) creates visual hierarchy and balance in design.


The 13th United Nations Sustainable Development Goal (SDG) is: CLIMATE ACTION
"Take urgent action to combat climate change and its impacts."


fig 5.4
Power plants like this one in Juliette, Georgia, will soon have to follow stricter rules on pollution that drifts to other states.

As the figure shown above, there is a power plant located in Juliette, Georgia. The power plant appears to be emitting smoke or steam, indicating its operational status. The composition of the photograph likely emphasizes the power plant as the central element by the photographer, Robb Kendrick used the framing technique. This makes the power plant significantly different from its surroundings. The power plant emitted harmful gases or harmful substance directly destroyed the air quality and indirectly affect the health of organism(human being, animals and plants). On the other hand, the pollution also causing a lot of butterfly effects. 

The design principles that revolved around the photo is asymmetrical balance. Furthermore, contrast and emphasis also include in the photo. The power plant emitted the smoke or steam, so there has movement. Lastly I think is unity because the various element within the photograph, including the power plant, landscape, and more, they work together to create a unified visual narrative.