Design Principles | TASK 1: Exploration

Design Principles | Task 1: Exploration

03/02/2025 - 17/02/2025 | Week 1 - 3

Jesslyn Octavia Tjong / 0374562 / Bachelor of Design (Honors) in Creative Media

Design Principles / Taylors' University

Table of Contents
I.   LECTURE
III. FEEDBACK

I. LECTURE

Visual Communication is about utilizing design to convey purposeful messages to the target audience. As such, the design must be well thought-out and executed. To achieve effective communication through design, it is important to learn about and apply the elements and principles of design. 
  • Point : 
    • the simplest of elements of design.
    • A point used as a repetitive mark forms a line.
    • As the point moves in space, other two- and three-dimensional figures and forms are created
  • Line :
    • can be active or static, aggressive or passive, sensual or mechanical
    • functions to initiate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotions
    • grouped to depict qualities of light and shadow and to form patterns and textures
  • Shape :
    • Refers to the expanse within the outline of the two-dimensional area or within the three-dimensional object.
    • Becomes visible when a line or lines enclose an area or when an apparent change in value
    • (lightness/darkness), color or texture sets an area apart from its surroundings.
    • Geometric shapes include circles, squares, triangles, or shapes that are precise and regular
    • Organic shapes are made up of irregular, often curving or rounded, & seem relaxed & more informal than geometric shapes
  • Form
    • A two-dimensional area is referred to as a shape, and a three-dimensional area is called a form.
    • When form encloses space, the space is called volume.
    • The form must be implied with two-dimensional media, such as painting, illustration, or drawing.
  • Texture
    • refers to the tactile qualities of surfaces or to the visual representation of those qualities
    • Two categories of texture – actual (experienced by touch) & simulated or implied (created to look like the real texture).
  • Space
    • actual space of each picture’s surface is defined by its edges – the two dimensions of height and width
    • Three-dimensional space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces, and voids at various distances from ourselves
      • From the outside, we experience mass.
      • From the inside, we experience volume
    • In graphic design, space, or depth, refers to the area that a shape or form occupies. 
      • Space can be defined as positive (filled space) or negative (empty space).
      • The illusion of a three-dimensional space can be suggested through depth.
  • Color
    • the visual byproduct of the spectrum of light as it is either transmitted through a transparent medium or as it is absorbed and reflected off a surface
    • Color is the light wavelengths that the human eye receives and processes from a reflected source
      • Hue: Colours of the spectrum ( + / - with black and white colors )
      • Value: This refers to the lightness or darkness from white through greys to black
      • White added to a hue produces a tint. 
      • Adding grey to a hue would result in a tone.
      • Intensity is also called saturation or chroma, it refers to the purity of a hue. 

These are the design principles taught in this module :
  1. Gestalt Theory
  2. Contrast
  3. Balance
  4. Emphasis
  5. Repetition
  6. Movement
  7. Harmony & Unity
  8. Symbol, Word & Image

II. INSTRUCTION

MIB February 2025

In Task 1, we are required to do research on the design principles listed above. Once described, we'll select a piece of artwork and explain the design principles with our understanding from knowledge learned throughout the research on that artwork. 

All information and notes came from Dr. Yip Jinchi's lecture videos unless stated otherwise.
TASK 1: EXPLORATION

Principle 1: Gestalt Theory

The term "Gestalt" comes from the German language where it refers to shapes or forms. Psychologists developed a theory in 1920 creating the Gestalt Theory that the human brain perceives a group of objects as a whole first rather than the sum of the individual parts (Hampton-Smith, 2018). An example shown in Figure 1 is that our eyes automatically create the image of a Dalmatian dog, where the black individual spots are placed carefully to shape parts of the Dalmatian dog's body in the white background.

Figure 1.1 "Dalmatian Dog Using Gestalt Theory" (source) (08/02/25)


To describe the experience of seeing the images to be soothing or aesthetically pleasing, we have the Gestalt Principles. These rules aim to show how complex scenes can be reduced to more simple shapes. There are six common, basic Gestalt Principles

  1. Principle of Similarity: perceive similar elements in a design as a complete picture as the brain seems to craft a link between elements of a similar nature.                            
     Figure 1.2 "iPhone Applications" (source) (08/02/25)
         
                                           
  2. Principle of Continuation: elements are aligned in a way that creates a path of continuous flow of visual elements rather than separated elements.                                                                                                                                                                                        

    3. Figure 1.3 "Tube Inspection by Marc Apers" (source) (08/02/25)
     
  3. Principle of Closure: perceive the complete shape by filling in the missing visual sections.                               
    Figure 1.4 "IBM Logo" (source) (08/02/25)
                                                        
                                                                                                                                                    
  4. Principle of Proximity: ensuring related elements are placed near to each other indicates these items are connected and have a relationship and vice versa.                     
    Figure 1.5 "Proximity Law" ( source ) (08/02/25) 
                                                                                                                                                                                                                          
  5. Principle of figure/ground: objects are instinctively perceived as being the background or foreground that makes the object dominate the scene or reside in the background.   
    Figure 1.6 "Optical Illusion" ( source ) (08/02/25)

  6. Law of Symmetry / Order: this law states those elements that are symmetrical to each other tend to be perceived as a unified group. 
    Figure 1.7 "Chanel Logo" (source) (08/02/25)  
                                       
  7. Others: Law of Uniform Connectedness, Law of Pragnanz, Law of Common Fate

Principle 2: Contrast

  • Contrast refers to the use of opposite elements to create juxtaposition in the design so that the visual experience does not look monotonous. 
  • This design principle helps guide the audience to understand the focal point of the design where it might show the message of the overall design. 


Figure 2 "La La Land" (source) (08/02/25)

Figure 2 shows a scene from the famous bla bla bla "La La Land". Despite having a dark purple nightfall in LA settings, the girl character permeates the screen as she is wearing a yellow dress. Yellow and purple are contrasting, complementary colors that show a significant contrast level and expose the audience who to focus on. 

  • Contextual Contrast is created by the relationship between the visual elements; pursuing a visual hierarchy in the artwork.
  • Conceptual Contrast focuses on what is being communicated in design and usually creates conflict using the subject being portrayed. 
    • add depth to the meaning of the overall message which makes the design more interesting for the viewers

Principle 3: Balance

  • Balance refers to the distribution of visual weight in a work of design – the visual equilibrium of the elements that cause the image to appear balanced.
  • It can be either symmetrical or asymmetrical where there's unequal visual weight on both sides of the composition where one can be much more dominant than the other in the composition. 

           

Figure 3.1 "Balance: Symmetrical & Asymmetrical" (source) (08/02/25)

While balance plays with composition and proportion, visual balance can also be applied through the composition rules of the Rule of Thirds and the Golden Ratio. 

  • The Rule of Thirds is a famous composition guideline in photography, where an image is evenly divided into three columns and three rows, and the subject is placed at the intersection of those dividing lines or along those lines. 
  • Golden Ratio or Phi is a mathematical concept that goes on indefinitely at approximately 1.62. This ratio comes from the Fibonacci sequence that naturally occurs around us like the number of leaves, sunflower seeds, and many more. As it has divinely existed in nature, we humans have subconsciously gotten used to it. In Figure 3.2, these photographs show how the same subject can be used in both the compositions of the Rule of Thirds and the Golden Ratio.


Figure 3.2 "Rule of Thirds & Golden Ratio"  ( source ) (08/02/25)


Principle 4: Emphasis

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


Figure 4 "Emphasis" ( source ) (08/02/25)


Principle 5: Repetition

  • Repetition of elements in design creates rhythm and pattern, making the design seem active.
  • Variety ( slight changes of elements ) is important to avoid monotony and continue the rhythm, pattern, and activeness of the design.
    • For example, a pattern increases visual excitement by enriching the visual surface.


Figure 5 "Visual by Max Gunther"  ( source ) (08/02/25)

Principle 6: Movement

  • Movement indicates the path the design leads our eyes to follow; in, around, and through a composition. 
  • Movement or motion in a visual image occurs when objects seem to be moving in a visual image. 
In Figure 6.1, the painting uses swirling lines and colors to create a sense of movement, drawing the path of our eyes across the sky first then towards the small waves of the water, and finally the orcas below.


Figure 6.1 "Moving Water" ( source ) ()8/02/25)


In Figure 4, the painting uses swirling lines and colors to create a sense of movement, drawing the path of our eyes across the sky first then towards the small waves of the water, and finally the orcas below.

Movement in Visual Image also shows the importance of composition where text/element is placed. 
  • Hierarchy is the choreography of content in a composition to communicate information and convey meaning.
    • In hierarchy, the movement path directs the readers to see the most important information first then the secondary content next. 

Figure 6.2 "Hierarchy" (source) (08/02/25)
  • Alignment is the placement of elements in a way that edges line up long common rows or columns or bodies along a common center.
    • Alignment helps the sense of stability by creating a sense of unity and cohesion.


Figure 6.3 "Side by Side by Sondheim" (source) (08/02/25)

Principle 7: Harmony & Unity

  • Harmony involves the selection of elements that share a common trait, bringing in the sense that fit all elements together which can be the same theme, style, aesthetic, or mood. ( togetherness through a difference )
    • Harmony without variety becomes monotony 
  • Unity refers to the repetition of particular elements in the design that are composed in a way that they are balanced and show a sense of oneness that lastly creates a theme.
  • Scale and Proportion relate to the size
    • Scale refers to the size of one object to another the object hence it creates dramatic results and visual interest
    • Proportion refers to parts of an object in relationship to the other parts of the same object ( compare each other in ratio between relationship of two or more elements )

Figure 7 "Boy With A Pipe"  ( source ) (08/02/2025)


Principle 8: Symbol, Word & Image

  • Symbol means a sign, shape, or object that is used to represent something else; in design, it can be used to convey information. sentences of a text or even a whole story
    • Pictorial symbol: image-related or simplified pictures
    • Abstract symbol: similar images but less detailed
    • Arbitrary symbols: no resemblance to objects or ideas they represent as they're mostly formed of geometric shapes. This means people must learn the symbols (for example, the red cross symbol connects to the medical hospital )

Figure 8.1 "Cross Symbol With Nurse" (source) (08/02/25)

  • Imagery is a crucial part of the design and providing more significance of the image with the help of the correct chosen words ( typography ) can help convey the message and concept.

Figure 8.2 "McDonalds Advertisement"  ( source ) (08/02/25)





Title: Impression, Sunrise
Artist Name: Claude Monet
Year: 1872
Size: Approximately 65 cm x 50 cm
Medium: Oil on canvas

THE REASON I CHOSE THIS ARTWORK :

I chose this artwork, "Impression, Sunrise" by Claude Monet, primarily for the immediate impact it had on me. The colors are absolutely stunning from the contrast of the vibrant, almost electric orange sunrise showing emphasis against a backdrop of cool blues and greens. Beyond the visual appeal, there's a sense of serenity that washes over me when I look at it. The loose brushstrokes and the way Monet captures the fleeting impression of light's movement create a feeling of calm and tranquility. 

Following the great points of Impressionism, "Impression, Sunrise" demonstrates Claude Monet's extraordinary ability to capture the fleeting moments of everyday life. He doesn't just paint a picture of a sunrise because he is able to convey emotionally the feeling of that sunrise, the fleeting beauty, and the sense of awe it inspires through its harmonious appeal.


DESIGN PRINCIPLES SHOWN :
  • Contrast:
    • The vivid contrast between the warm oranges and cool blues creates a dynamic effect (“Dynamic Composition: Art & Techniques | StudySmarter,” 2019). The orange sun contrasts sharply with the cooler shades of the water and sky, making the sun the focal point.
  • Emphasis:
    • The sun, along with the reflections in the water, is the central focus. The bright orange sun draws the viewer's eye immediately. 
    • The color of the boats' silhouettes shows emphasis and the presence of their angled positions in the composition. 
  • Harmony:
    • The overall color palette (soft blues, oranges, and muted tones) is harmonious, contributing to the peaceful atmosphere of the painting.
Although it is not as strong, this piece of art demonstrates another design principle: 
  • Repetition:
    • The ripples in the water and the soft horizontal lines of the horizon create a rhythmic repetition that mimics the calmness of the scene.
  • Movement:
    • The brushstrokes and blending of colors suggest movement, especially the misty transitions in the water and sky, conveying the idea of wind and water shifting.
    • The sun is the most visually dominant element, followed by the gentle waves and the boats, establishing a visual hierarchy.
    • The horizontal lines of the water and the distant horizon align with the sun’s position, creating a sense of structure and flow.
    • The angled boats' positions show the implied movement of water suggesting a sense of motion.
  • Balance:
    • The painting is balanced through the distribution of colors and shapes. While the sun is off-center, the misty reflections in the water provide evenness preventing one side from feeling heavier.
    • Rule of Thirds plays in this composition with the horizon and the sun placed off-center, guiding the viewer's eye across the artwork. 
    • The size of the sun to the boats in the foreground is well-proportioned, adding to the sense of vast space and natural realism.

III. FEEDBACK

Week 1: We had a teams meeting to the introduction of the Design Principles module by Ms. JInchi. We also had a brief meeting with Mr. Vinod where we were assigned Task 1 Number 1 to 4 for Week 2 Consultation about the lecture notes in blogger.

Week 2
General: After finishing MIB no1-4, those students who have finished part 1 go on to do the work of no 5,6 and 7.
Specific: After reviewing the work I had in my blog, Mr. Vinod approved the artwork selected for design principles analysis. Other than that, I was told to change the table of contents, and structure, adding extra citations and dates to be uploaded into the blogger.

Week 3
General: After reviewing the artwork and principles, you can proceed to Task 2 after adding jump links and quick links.
Specific: Mr. Vinod asked me to add the citations of Dr. Yip Jinchi's lectures as my source of information. Regarding the artwork analysis through design principles, it was advised that I arranged the design principles according to the strongest to weakest in terms of not the visuals' design principles shown in the Impression, Sunrise by Claude Monet

IV. REFLECTION

Experience :
Although I knew some of the design principles beforehand, relearning in a research manner as well as the new principle of "Gestalt Theory" helped me to label and understand art in a better manner. This knowledge is universally applied as it even dates back to Claude Monet's time and before that too. This learning process showed me how mindful each design principle functions to work together and gather around to provide the audience with a greater perspective and appreciation of art in disguise.

Observations :
The set of principles was really thorough and plentiful and I was able to understand paintings in a deeper depth. Gaining this knowledge tasked me to be able to fully decipher the painting illustrated by Claude Monet. The "Why" has been answered as I can now look deeper and understand the artist's choices, functionality, and how they contribute to the overall message and impact of the artwork. My analyzation skills are sharper now as well as the information I'm collecting now is what I'm going to learn to put in my designs to showcase the depth of my understanding.

Findings :
Throughout Task 1, I learned the demonstration of the design principles concepts around me ( ads, logos, etc.) which are effectively communicating with the audience through visual appeals. Design principles have become fundamentals in organizing hierarchy, alignment, providing the designs with contrast, emphasis, or balance to not become monotonous, as well as the repetition and movement to create interest in works. 



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