Design Principles task1
Design Principles - Task 1: Exploration
6/2/2024 - 20/2/2024 (Week 1 - Week 3)
You Siyuan / 0366978
Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Exploration
TABLE OF CONTENTS
1. Module Information Booklet
2. Introduction to Design Principles
3.Selected UNSDG Goal
4. Selected Existing Art/Design Work
5. Explanation for Selecting the Work of Art/ Design
1. MODULE INFORMATION BOOKLET
2. INTRODUCTION TO DESIGN PRINCIPLES
Lecture Notes:
INTRODUCTION
Visual communication involves the use of design to convey a purposeful message to a target audience, requires thorough planning and execution, and understanding and applying design elements and principles is essential.
Design elements: point, line, shape, form, texture, space, color
Design principles: Contrast, balance, emphasis, Third Law, repetition/pattern/rhythm, movement, hierarchy, alignment, harmony, unity, proportion.
To summarize the design principles listed below:
Gestalt theory
Comparison
Emphasis
Balance
Repeat
Sports
Harmony and unity
Symbols
Text and images
1. GESTALT THEORY
Gestalt means "shape" or "form" in German. The human brain perceives patterns, logic, and structure through the Gestalt principle, which describes how the eye perceives visual elements and simplifies complex scenes. There are more than 7 principles: similarity, continuation, closure, proximity, Figure/background, symmetry and order (also known as pragnanz), and common Destiny.
Similarity: Visually group elements together using similar elements, such as color, shape or size, resulting in a more cohesive and visually appealing design.
Continuation: Suggests that the human eye naturally follows a smooth path when viewing the lines, which helps guide the visitor in a particular direction. This can be done by placing a series of items on a row, such as a horizontal slider or a list of products.
Closure: Closure is a gestalt design principle that states that the brain fills in missing parts of a design to create a whole. It is used in signs like the World Wildlife Fund, where most of the panda outline can be seen.
Proximity: refers to the proximity of elements, overlapping themes with a strong relationship between them. The space between elements can increase separation, even if they have the same characteristics.
Image/Background: A brain concept that uses negative space to distinguish between the foreground and background of an image. It often appears in memes and logos, especially when the foreground and background contain two different images.
Symmetry and Order: Also known as pragnanz, shows that the brain thinks fuzzy shapes are simple.
Common Destiny: The idea that people group together elements moving in the same direction, much like our brains view a flock of birds or a school of fish as a single stimulus.
2. CONTRAST
Contrast is the juxtaposition of strongly different elements. It provides visual pleasure, emphasizes the point, and expresses the content. It also makes the visual experience more dynamic and engaging. Contrast makes elements stand out, helps separate different parts of a visual work, or draws the viewer's attention to a particular element.
3. EMPHASIS
Emphasis can create advantage and focus in a design piece. It is a design technique that emphasizes specific elements, such as color, shape, or value, to establish dominance and focus. Through design techniques, some parts are made more prominent, attracting the viewer's special attention and highlighting the focus of the work.
4. BALANCE
Balance involves assigning visual elements according to location and size to create visual stability in the work. Equilibrium can be symmetric or asymmetric. Balance in design refers to the distribution of visual weight. It is the visual balance of elements that ensures a balanced image. It can be symmetric or it can be asymmetric.
5. REPETITION
Repeating elements can create a sense of rhythm and enhance the consistency and organization of the work. The repetition in the design creates rhythm and patterns that make the work appear active. Apart from this, variety is essential to keep the rhythm exciting and active and avoid monotony. Variety includes subtle differences in elements and objects to avoid boring compositions, including angles, exposures, and compositions. In addition, patterns increase visual stimulation by enriching surface interest.
6. MOVEMENT
Motion or movement in a visual image refers to the way the design guides the eye into, around, and through the composition - the path the eye follows. The appearance of an object moving is due to the use of shapes, forms, lines and curves. Directing the viewer's gaze through an arrangement of directions, shapes, or lines can create a sense of movement or depict motion.
7. HARMONY & UNITY
Harmony in design involves choosing elements that share common characteristics. It ensures that they work with each other and are aligned with the same theme, aesthetic style or mood. Without change, harmony becomes monotonous. Unification refers to repeating specific elements in your design. It combines colors, shapes and materials to create a cohesive look. Unity comes from a balanced combination of elements, creating a sense of unity and theme.
8. SYMBOL
Symbols are visual elements that represent certain concepts or information and express complex information or ideas through graphics or signs.
Pictorial symbol: A simplified picture associated with an image.
Abstract symbols: can look like the objects they represent, but with less detail
Arbitrary symbols: Often based on geometric shapes and colors, are created and build meaning, and we must learn to use them to represent objects or ideas.
9. WORD AND IMAGE
Images are crucial in print design or digital design. It allows users to connect concepts or brands. Choosing the right text and font can deepen the meaning of a design. Proper font and font strategic positioning will result in visual layers and balanced design pieces. Typography involves designing and arranging text to convey information or concepts. 
3. SELECTED UNSDG GOAL
Among the 17 projects at UNSDG, I have chosen the 14th ’Conserve and sustainably use the oceans, seas, and marine resources for sustainable development‘.
The ocean is where the planet, people and prosperity meet, and where sustainable development lies. We, as owners of the planet, must be united in recognizing and fulfilling our responsibility to the planet, its people, and its "blood," the oceans. The oceans are the most prominent feature of our planet, covering nearly three-quarters of its surface and vital to its survival. A person cannot survive without a healthy heart and lungs, and the planet cannot survive without a healthy ocean. The oceans act as the planet's respiratory system, producing oxygen for life and absorbing carbon dioxide and waste gases. The oceans store and absorb 30 percent of the world's carbon dioxide, while Marine phytoplankton produce 50 percent of the oxygen the planet needs to survive. The oceans regulate climate and temperature, making the Earth suitable for different forms of life. By engaging in activities such as sustainable fisheries, renewable energy production, ecotourism, and "green" shipping, countries can increase employment and improve sanitation, while reducing poverty, malnutrition, and pollution.
4. SELECTED EXISTING ART/ DESIGN WORK
Here are the existing art/design pieces I selected for this assignment:
5. EXPLANATION FOR SELECTING THE WORK OF ART/ DESIGN
I chose this design because it is a typographic poster that discusses topics related to the 14 Sustainable Development Goals. The poster clearly conveys the message to the audience and raises people's awareness of the need for Marine conservation, so as to pay more attention to Marine conservation. Another reason I chose this design is that the designer used an innovative way to depict the current situation of more plastic than aquatic species in the ocean, and to make it more clear that many Marine creatures eat garbage. Human activities have caused significant damage to these vital resources. This includes ending pollution and overfishing, and establishing responsible management and conservation for all Marine species around the world. Posters instruct people to stop creating Marine litter.
Emphasis:
By choosing large fonts and placement to emphasize the phrase "SAVE THE OCEAN""SAY NO TO PLASTIC", this is the focus of the entire design, designed to attract the audience's attention and convey the core message.
Balance:
Although the images are asymmetrical, the design achieves balance by distributing visual weight on both sides. The visual elements above are balanced with the light visual elements below to convey the stability of the structure.
Comments
Post a Comment