TASK 1 (Exploration)
12.02.2024 - 25.02.2024 || Week 2 - Week 3
Yong Zhen Xing || 0359473
Design Principles || Bachelor of Design (Honours) in Creative Media || Taylor's University
Task 1 (Exploration)
1. Module Information Booklet (MIB)
This is the MIB for this module :
2. Design Principle Recap
These are the design principles that were taught in the module with a quick recap :
Gestalt theory
"Gestalt" refers to shape or form in German. Gestalt principles/laws describe how the human eye perceives visual elements. It aims to show how complex scenes can be reduced to a more simple shape. It also aims to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.
Below are some of Gestalt Theory that was covered :
Principle Of Similarity
The human eyes tend to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.
Our brain makes a link between elements of a similar nature.
Principle Of Continuation
The human eyes follow paths, lines and curves of a design, and prefers to see a continuous flow of visual elements rather than spreaded/separated objects.
Principle Of Closure
The human eyes prefer to see complete shapes. If however the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
Principle Of Proximity
The process of ensuring related design elements are placed together. Any unrelated items, should be spaced apart. Close proximity indicated that items that are connected/related to each other and become one visual unit which gives structure to a layout.
Principle Of Figure/Ground
Objects tend to be perceived as being either in the foreground of background. They can stand out in the front (the figure) or recede in the back (the ground).
Law Of Symmetry & Order
This law states that elements that are symmetrical to each other tends to be perceived as a unified group. This rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
Contrast
Contrast is the juxtaposition of strongly dissimilar elements which can provide visual interest, emphasize a point and express content.
Emphasis
Used to create dominance and focus in a design work. Various elements such as colour, shape or value can be used to achieve dominance.
Balance
Refers to the distribution of visual weight in a work of design. It is the visual equilibrium of elements that makes the full image appear balanced.
Balance can be splitted into 2 :
-Symmetrical
-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.
- Radial balance refers to elements arranged equally around a central point.
- Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
- Unequal visual weight on each side of the composition.
- One side of a work could show a dominant element which could be balanced by a lesser focal point on the other end.
- Offers more visual variety but could be difficult to achieve because mixture of elements are more complex.
Additional information :
The Golden Ratio (Phi φ)
A mathematical concept and a number that goes on indefinitely. It origins from the Fibonacci Sequence, a naturally occurring sequence of numbers that can be found everywhere. It has been perceived as the representation of perfect beauty and used for centuries as a guide to create visual balance in paintings and architecture. In the modern era, it is used by designer/artists to bring harmony, balance and structure to one's work which also increase its appeal.
Rules Of Thirds
A composition guideline to create more dynamism to a work of design/photography/film/painting. An image would be divided evenly in thirds both horizontally and vertically, and the subject is placed at the intersection of the lines or along one of the lines itself.
Repetition
Repetition could make a design work seem more active as it creates rhythm and pattern within the work. Monotony could occur thus having variety is essential to keep rhythms exciting and active. Having patterns could also increase visual excitement by enriching surface interest.
Movement
The way a design work leads the eye through a composition. Motion/Movement occurs when objects seems to be moving in a visual image. It comes from various shapes, forms, lines, and curves that are used.
Hierarchy
- Choreography of contents 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.
Alignment
- Placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.
- Creates a sense of unity and cohesion which contributes to the design's overall aesthetic and perceived stability.
- Powerful means of leading a person through a design.
Harmony & Unity
Harmony - The sense that all of the element of your design fit together whether it be the same theme, aesthetic style or mood. It involves the selection of elements that share a common trait. Harmony becomes monotony without variety.
Scale
Scale refers to the size and dimension of figures and forms relative to a specific form or measure.
Scale can be determined in 2 ways :
-Actual measurement
-Visual estimates based on comparison
- Scale is used to specify/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/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 (ratio) with respect to size, colour, quantity, degree, setting, etc. It becomes harmonious when a correct relationship occurs between the elements with respect to size or quantity.
Symbol
A sign, shape or object that is used to represent something else. In design, symbols can provide/convey information, equivalent to one or more sentences of text, or even a whole story.
Taking a closer look at Graphic symbols...
Graphics symbol can be separated in 3 categories :
Pictorial symbols
Image-related and simplified pictures.
Abstract symbols
Can look like the objects they represent but have less details.
Arbitrary symbols
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. We have to learn these types of symbols.
Word and Image
- Imagery are important aspects of design whether it be in digital or physical form. Using a suitable and relevant images when designing is important if we want users/viewers to be able to relate to a concept or a brand.
- Pairing the right words with imagery would also be important as it would deepen the meaning of a design. Using the right 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.
3. Selected UNSDG Goal
I have selected No. 5, Gender Equality as the UNSDG goal. The goal highlights that the equality between genders are not equal and how we should empower all women and girls to have equal rights as men. Not only that but its goal is to eliminate harmful activities against women such as femicide and sex trafficking. Compared to men, women are also more likely to be poor, illiterate, and even have less ownership power or credibility. This is why gender equality needs to happen in the foreseeable future, so that gender should not be a factor for one's downfall or one to take advantage of.
4. Selected Artwork/Design
Below is the illustration I have chosen for this task.
Artist : Stephanie Lagunas
Year : 2021
Medium : Digital Illustration
Source Link
5. Explanation for chosen Artwork/Design
When coming across this illustration, the women with its shadow indicating freedom stood out to me. But why is freedom associated with women? In this case, gender equality has been an long-standing issue and this illustration by a Mexican artist highlights how this issue needs to stop. Phrases such as "Don't go out alone", "Don't go out in those clothes" are phrases women in Mexico hear at some point. They fear walking alone, getting raped, or even murdered. This is what the illustration highlights and what the artist wish it could be, whether a men or women, whether being alone or accompanied. Her wish is for women to be free from violence and have freedom. This is further highlighted in the words of the illustration where when transcribed, it says "When I return home I want to be free day and night."
- Contrast
- Balance
- Emphasis
- Movement
- Unity
Weekly Feedback :
Week 1 :
No classes/No feedback
Week 2 :
For the selected goal, go more in depth about the details instead of touching only surface levels. As for the explanation, maintain the 100-150 word limit and makes sure that the concept of the artwork by the author themselves is priority and your thoughts should be secondary.
Week 3 :
The 150 word limit includes the chosen design principle. Just fix that and finish off further readings.
Self-Reflection :
This task has been a fun experience so far. Leaning about all of the important design principle and how it is applied was definitely interesting. I have also learned quite a lot about the UNSDG goal, specifically my topic "gender equality" and seen many interesting artworks representing it. Finding a picture that I truly admire was probably the hardest part of this task, but I still enjoyed it. Getting to learn the artwork and the concept behind it was also fascinating as it is really an eye-opener to the problems of gender equality. Overall, a simple yet fun task.
Further Readings :
1. "The Gestalt Principle of Proximity for Designers, Explained"
At first I was confused on the idea of Proximity until I stumbled across the site above. It showed simple diagrams on proximity which really helped me to understand it. It even showed examples of everyday uses such as in typography and print layouts.
2. "Proportion in graphic design: The principles of design proportion"
The article above goes in detail about proportion and how is it important to catch a viewer's attention. The article shows example on how company logos are designed so elegantly yet pleasing to look at. It is also very interesting to know that other design principle such as emphasis and contrast comes into the mix when proportion is involved. Not only that, but I also learned about hierarchical proportion which are important in website design or blog posts.
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