Design Principles

4.1.2022 - 9.1.2022
Leong Jiahui
0353469
Bachelor of Design (Honours) in Creative Media
Design Principles GCD60804AC182

Contents

LECTURES

Class 1 ( 4.1.2022 ) :

Introduction to the course and briefing of the Design Principles MIB.
Lecture on Topic 1.1 Introduction to Elements and Principle Designs & Topic 1.2 Contrast on Gestalt Theory

Design Principles MIB

Topic 1: Elements 7 Principles of Design, Gestalt Theory and Contrast

Topic 1.1 :

ELEMENTS OF DESIGN

• Point

• Line

• Shape

• Form

• Texture

• Space

• Colour

PRINCIPLES OF DESIGN

• Contrast

to show a difference

figure 1.1 contrast

• Balance

the ' visual weight'

fig 1.1.2 balance

• Emphasis

a focal point

fig 1.1.3

• Repetition/Pattern/Rhythm

repetition of similar elements. A 'visual beat'

fig 1.1.4 repitition

• Movement

shows action

fig 1.1.5 movement

• Hierarchy

Shows viewers the elements from most to least important

fig 1.1.6 Hierarchy

• Harmony

a composition of similar elements

fig 1.1.6 Harmony

• Unity

visually linking similar and different elements to appear cohesive together

fig 1.1.7 Harmony

• Proportion

the scale of objects that can be used to show importance

fig 1.1.8 Proportion

Topic 1.2 :

CONTRAST

the juxtaposition of strongly dissimilar elements
provide visual interest, emphasise a point and express content

GESTALT THEORY

a theory to describe how the human eye perceives visual elements
to show how complex scenes can be reduced to more simple shapes
explains how the eyes and the mind perceive the shapes as a single, united form
Closure & Deletion ( complements one another )

PRINCIPLE OF SIMILARITY

concept of how the human mind perceives similar elements in a design as a complete picture, shape, or group, even if those elements are separated.

PRINCIPLE OF CONTINUATION

concept of how the human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.

PRINCIPLE OF CLOSURE

concept of how 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

PRINCIPLE OF PROXIMITY

concept of placing related design elements close together and different ones separated.

PRINCIPLE OF FIGURE/GROUND

Objects are instinctively perceived as being either in the foreground or the background. There will be a distinct part that stands out.

LAW OF SYMMETRY & ORDER

elements that are symmetrical to each other tend to be perceived as a unified group.

In-class exercise :

fig 1 : exercise

General Feedback: Interesting use of colours and portrays balance & unity.

Reflections: I was not happy with the piece & think I have plenty of room to improve. I can start by looking more into colour compositions as well as adding more creative twists to my work.

Takeaway of Topic 1 :

Topic 1 has been very interesting looking into the fundamentals of design. Gestalt theory in particular was something new for me and I look forward to learning more about it as well as taking it into consideration when working on my future works.
Further Reading :

Topic 2 : Balance & Emphasis

Balance

the visual equilibrium
can be symmetrical or asymmetrical

fig 2.1 symmetrical & asymmetrical balance

The Golden ratio

a guide to creating visual balance to bring harmony, balance & structure

fig 2.2 the golden ratio

fig 2.3 how the golden ratio works

Rule of Thirds

a composition guide
images are divided into thirds

fig 2.4 Rule of Thoughts

Emphasis and Dominance

used to create a focus in a design ( focal point )

fig 2.5 emphasis

Takeaway of Topic 2:

"You can sometimes use nothing to balance something". A very insightful look into the fundamentals of composition. Am excited to execute these concepts in my future works.

5.1.2022 - Pre-recorded lecture videos

Topic 3: Repetition and Movement

Repetition

creates a rhythm and pattern
creates visual excitement
Variety is essential
creates consistency, hence making it memorable & impressionable. (Eg. Shopee's use of orange in all their commercials and designs, making viewers recognise their brand)

fig 3.1 repetition with variety of designs & colour

fig 3.1.1 repetition with variety of sizes & arrangement

Movement

leads the eye through a series of movements & flow through composition

fig 3.2 Movement

Hierarchy

a concept that directs attention to the most important information then navigates itself through the secondary elements

fig 3.3 hierarchy

Alignment

Elements are arranged along a common centre, creating a sense of unity and cohesion, hence perceived as stability
can act as a guide to lead a person across a design

fig 3.4 Alignment

Takeaway of Topic 3 :

It is interesting to learn about the ying & the yang of directing the viewer's attention throughout your entire design and creating a long-lasting impression.

fig 3.5 Summary

Topic 4: Harmony and Unity

Harmony

involves a selection of elements that share common traits
elements involved tend to fit the same theme, mood or aesthetic

fig 4.1 Harmony

Unity

repetition of particular elements to create a theme

fig 4.2 Unity

Scale and Proportion

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 relation to other parts of the same object.
Key factor: SIZE

fig 4.3 Scale

fig 4.3.1 Scale (cont'd)

fig 4.3.2 Scale (cont'd)

fig 4.3.3 Proportion

Topic 5: Symbol, Word and Image

Symbol

A sign, shape, or object that is used to represent something else
convey information, equivalent to one or more sentences of text, or even a whole story

PICTORIAL SYMBOLS
fig 5.1.1 pictorial symbols
ABSTRACT SYMBOLS
fig 5.1.2 abstract symbol
ARBITRARY SYMBOLS
fig 5.1.3 arbitrary symbols

Word and Image

use of suitable pairs of typography and images to complete one another and convey a design
the pair has to be relevant and cohesive

fig 5.2.1 word & image

fig 5.2.2 (arbitrary)symbol & word

Leong Jiahui ( 0353469 )

Search This Blog