Design Principles / Task 1 Exploration

Tasks 1 / GCD60804 / Design Principles Exploration

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Name: Low Xin Er

Student ID: 0374596

Specialisation: Graphic Design

Module: Design Principles

Lecture: Mr Sylvain Vanderhaegen

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Table of Content

• TOPIC 1.1 Introduction to Elements and Principles of Design
• TOPIC 1.2 Contrast and Gestalt Theory
• TOPIC 2 Balance and Emphasis
• Recap task requirement
• Task 1 Design Principles 
• Chosen Design work info
• Feedback

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Module Information Booklet

Lecture Notes

TOPIC 1.1 Introduction to Elements and Principles of Design

TOPIC 1.2 Contrast and Gestalt Theory

TOPIC 2 Balance and Emphasis

 

Recap Task Requirement

1.Describe each of the design principles listed and select suitable design examples to demonstrate your understanding with credit of the source. 

• Gestalt theory
• Contrast 
• Emphasis 
• Balance 
• Repetition 
• Movement 
• Harmony & Unity 
• Symbol 
• Word and Image

2. Select a design work and upload the design (JPEG file, min. A4 size, 300dpi) in Task 1 blogpost. 
3. Beneath the design, include the credit line of the design.
4. Explain, in a writeup of about 150-200 words in the Task 1 blogpost, why you chose that design.
5. List (no need to elaborate) the design principles you observed in that design in the Task 1 blogpost.
6. Include the feedback that you received

Introduction of Design Principles

1.Gestalt theory

Gestalt refers to shape or form in German. Gestalt principles or laws are rules that describe how the human eye perceives visual elements. These principles aim to show how complex scenes can be reduced to more simple shapes.They also aim to explain how the eyes perceive the shapes as a single/united form rather than the separate simpler elements involved.

Fig.Similarity - credit 

Fig.Continuation - credit 

Fig.Closure - credit 

Fig.Proximity - credit 

Fig.Figure/ground - credit 

Fig.Symmetry and order - credit 

2.Contrast
The juxtaposition of opposing elements (opposite colours, value light / dark, direction horizontal / vertical). The greater the contrast, the more something will stand out and call attention to itself.

3.Emphasis
Created by visually reinforcing something we want the viewer to pay attention to. This is often used to train the viewer’s eyes on the center of interest, or a focal point – the area of interest the viewer’s eye naturally, instinctively skips to. Some of the strategies employed to create degrees of importance are contrast of values, use of colour, placement, variation, alignment, isolation, convergence, anomaly, proximity, size, and contrast.

4.Balance
Distribution of interest or visual weight in a work. A balanced work will have all the elements arranged such that the work will have a sense of visual equilibrium or stability. Balance can be symmetrical, asymmetrical, or radial. Objects, values, colors, textures, shapes, etc. can be used in creating balance in a composition.

5.Repetition
Elements in regular or cyclic fashion creates interest. Repetition strengthens a design by tying together individual elements and bringing a sense of consistency. It can create rhythm (regular, alternating, flowing, random, progressive) and patterns. Variation introduced to repetition increases the level of interest. 

6.Movement
A visual flow through the composition. In some works, movement is implied by the use of static elements to suggest motion and direct a viewer’s eye along a path through the work. In a still image, aspects such as lines, diagonals, unbalanced elements, placement, and orientation can play the role of active elements. In others, movement can be real, giving some elements the ability to be moved or move on their own.

7.Harmony & Unity 

Harmony brings together a composition with similar, related elements (adjacent colors, similar shapes, etc.). Harmonious elements have a logical relationship, connection, alignment, or progression. They work together and complement each other.

UNITY is created by using harmonious similarity and repetition, continuance, proximity, and alignment. It is the visual linking of various elements of the work. This allows the disparate elements and principles to create a unified whole that can be greater than the sum of its parts.

8.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.

9.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. It is therefore important to use suitable and relevant images when designing. 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.

Chosen Design Work

Title:
Designer:
Year:
Size:
Medium:
Source:

Explain, in a writeup of about 150-200 words

List of design principles that observed in this design

Feedback