DESIGN PRINCIPLES - TASK 1
10/02/2025 - 17/02/2025 (Week 2 - Week 3)
Madeline Ordelia Tjahjadi / 0376920
Bachelor of Design in Creative Media
Design Principles
Task 1 : Exploration
Table Of Contents :
1. Lectures
2. Instruction
5. Feedback
6. Tasks
6.1 Task 2
6.2 Task 3
6.3 Final Compilation
1. Lectures
Introduction to Elements & Principles of Design
Visual communication is about utilizing design to convey purposeful
messages to target audiences. In design it is important to learn
about and apply the elements and principles of design.
1. Elements of Design -> Individual "building blocks"
Fig 1.1: Visuals of elements of design by Jahanvi Singh.
(source : https://medium.com/design-bootcamp/7-elements-of-design-for-visual-communication-88c8decd1022)
- Point : the simplest element of design, used as repetitive mark to form a line.
- Line : an active and passive form to indicate direction, define boundaries, imply volumes, and suggest motion or emotion. Lines can also be group to depicted qualities of light and shadow.
- Shape : an expanse within the outline that becomes visible when a line or lines enclose an area or when an apparent change in value (lightness/darkness). There are 2 category of shapes, geometric (circle, square, etc) and organic (irregular, often curving or rounded) .
- Form : a three-dimensional area, encloses spaces (volume).
- Color : a visual byproduct of the spectrum of light that either transmitted through a transparent medium or absorbed and reflected off a surface, light wavelengths that the human eye receives.
hue - colors of the spectrum
value - lightness or darkness
intensity (saturation) - purity of a
hue
color schemes - color grouping that
provide color harmonies
monochromatic - variations in value
and intensity of a single hue
analogous
- color adjacent on the color wheel, each containing the same pure
hue
complementary - color schemes emphasize two hues directly opposite in color wheel
- Space : indefinable, seemingly empty spaces around us. Three dimensional space is experienced when we are at it, from outside, we experience mass, from inside, its volume. In graphic design, space can be defined as positive (filled space) and negative (empty space).
- Texture : in vcd, texture refers to the tactile qualities of surfaces. There are two categories of texture, actual (experienced by touch) and simulated or implied ( look like real texture).
2. Principles of Design -> organisational fundamentals that resulted from or guides the arrangement of
the elements
2.1 Contrast
Juxtaposition of strongly dissimilar elements. contrast can provide
visual interest, emphasize a point. We can see the example in figure 2.1.1 by Indieground Design that shows a contrast color of blue and the size of the lemon is eye catching.
Fig 2.1.1: Example of contrast poster by Indieground Design.
(source : https://pin.it/3X3fIUMrb)
2.2 Gestalt Theory (refers to "shape" or "form" in German. )
Rules that describe how the human eye perceives visual elements. This
principles aim how complex scene can reduced to more simple shapes.
Fig 2.2.1: Visuals of gestalt theory by Cameron Chapman.
Five types of principle in gestalt
theory :
- Principle of similarity, human eye perceive similar elements in design as a complete picture, shapes or group.
- Principle continuation, human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow.
- Principle of closure, human eye prefers to see complete shapes and if its not complete, human can perceive a complete shape by filling in missing visual.
- Principle of proximity, related design elements are placed together.
- Principle of figure/ground, perceived as being either in the foreground or the background.
We can see the example in figure 2.2.2 by Radio Station WQXR (2008), the similarity are the car and the piano, then there are a continuation. If we saw closely there's an incomplete shape but we can see it clearly the shape which means the principle of closure is applied. We can see this artwork in the foreground or the background also, which applied the principle of figure/ground.
Fig 2.2.2: Example that combine the types of principle by Radio Station WQXR (2008).
(source : https://pin.it/5ZSFpmR6M)
Four types of law :
- Law of symmetry & order, elements that are symmetrical to each other tend to be perceived as a unified group.
- Law of uniform connectedness, elements that are connected to each other using colors, lines, frames, or other shapes are perceived as a single unit.
- Law of pragnanz, how our eyes can simplify complex shapes into simple shapes.
- Law of common fate, when objects point in the same direction, we see them as a related group.
The example for the laws, we can refer to the figure 2.2.3 by Naslau (2014). We can see the symmetry and order to it, and then they are connected by lines. We can also see the shapes are quite simple, a smile.
Fig 2.2.3: Example for laws in gestalt theory by Naslau (2014).
2.3 Balance
Distribution of visual weight in a work of design, visual
equilibrium. Balance can be symmetrical or asymmetrical the other
balance composition are golden ratio and rules of third.
- Symmetrical balance, the equal arrangement of elements on either side of the central axis (horizontal or vertical resulting in bilateral balance. Arranging elements equally around a central point results in radial balance.
- Asymmetrical balance, one side of the composition might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side.
- Golden ratio, a mathematical concept from the Fibonacci sequence and many have perceived as the representative of perfect beauty. It has been used for centuries as a guide to create visual balance.
- Rules of third, composition guideline when image is divided evenly into thirds, both horizontally and vertically.
The maker of swans in figure 2.3.1 by Sinam Erkas shows a balance composition with swan in both side with different color create a yin and yang look.
Fig 2.3.1: Example of balance poster by Sinam Erkas.
(source : https://www.sinemerkas.com/)
2.4 Emphasis
Create dominance and focus in a design work. Various elements can be
use to create emphasis, such as color, shapes or value. The image in figure 2.4.1 by Ashley Hurst shows a clear example of emphasis that create a dominance and focus look of the tomato.
Fig 2.4.1: Example of emphasis by Ashley Hurst.
2.5 Repetition (pattern and rhythm)
The repetition creates pattern and rhythm within the work. Variety is
essentials to avoid monotony.
The image of a cover book in figure 2.5.1 by Sinam Erkas shows a repetition with the elements of banana.
The image of a cover book in figure 2.5.1 by Sinam Erkas shows a repetition with the elements of banana.
Fig 2.5.1: Example of repetition by Sinam Erkas.
(source : https://www.sinemerkas.com/)
2.6 Movement
The way a design leads the eye in, around, and through a composition where objects seem to be moving in a visual image. As we can see in figure 2.6.1 by poster wall, it's an example of movement. The poster creates an illusion of wave, even though it is just a wavy line align.
Fig 2.6.1: Example of movement by poster wall.
(source : https://pin.it/rrbDGK5R9)
2.7 Hierarchy
Hierarchy is the choreography of content in a composition to communicate information and directs viewers to the most important information first. In figure 2.7.1 by aprilpixels03, it shows how hierarchy works, the big text will be read first, and we will read the small text last.
Fig 2.7.1: Example of visual hierarchy by aprilpixels03.
(source : https://www.instagram.com/p/C-7VTgaMDJ4/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==)
2.8 Alignment
Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre, it creates a sense of unity and cohesion, it can also means of leading a person through a design.The poster by Paul Marus Fuog's (2017) in figure 2.8.1 shows an example of alignment, we can see the text and the pictures are aligning with each other.
Fig 2.8.1: Example of alignment poster by Paul Marus Fuog's (2017).
(source : https://pin.it/4TvUdHaWF)
2.9 Harmony
The sense that all of the elements of the design fit
together. The color combination in figure 2.9.1 by Nibera (2024) creates a good harmony to each other, which is a good example of harmony.
Fig 2.9.1: Example of harmony art by Nibera (2024).
2.10 Unity
Repetition of particular elements, unity occurs when these elements
are composed in such a way that they are balanced and give a sense of
oneness. The poster of unity art in figure 2.10.1 by Erman Yilmaz (2018) have a repetition of alphabet and numbers, but it read as one word.
Fig 2.10.1: Example of unity art by Erman Yilmaz (2018).
2.11 Scale
Scale is the size of one object in relation to the other objects in a
design or artwork, it can be determined in two ways, actual
measurement and visual estimates based on comparison. The differences in size in figure 2.11.1 by Stephan Schmitz can be visually measured.
Fig 2.11.1: Example of scale (visual measurement) by Stephan
Schmitz.
2.12 Proportion
Proportion refers to the size of the parts of an object in
relationship to other parts of the same object and how they compare
each other to create harmonious or balance. Take a look at the figure 2.12.1 by Riccardo Guasco, there's a different in size and proportions in that poster that create a balance.
Fig 2.12.1: Example of proportions by Riccardo Guasco.
(source : https://www.instagram.com/p/CsilPK_sxVZ/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==)
2.13 Symbol
A sign, shape, or object that is used to represent something. Symbols
can provide information, equivalent or even a whole story. Symbols are
divided into 3 category :
- Pictorial symbols : image related and simplified pictures
- Abstract symbols : look like an object but less detail
- Arbitrary symbols : have no resemblance at all to the object
Fig 2.13.1: Example of pictorial, abstract, and arbitrary
symbols.
2.14 Word and Image
A vital part of design, it is important to use suitable and relevant
images when designing. The picture in figure 2.14.1 by Alan Fletcher shows a quote saying "I have nothing to say and I'm saying it" with the person shouting, which is relevant to the quotes.
Fig 2.14.1: Example of word and image related by Alan
Fletcher.
2. Instruction
For this task, we were given a Module Information Booklet for this
semester. This contain an instruction for our task and our score
percentage for each task in this module.
Document 2.1: Module Information Booklet (MIB) of Design Principles.
Document 2.1: Module Information Booklet (MIB) of Design Principles.
3. Selected Design
After the introduction of the elements, principle, and the instruction for
the task. I began to search an art that I like to analyse the principles
of design.
Title : Revelling in the chaos of this life
Artist : Jisoupy
Year : 2025
Medium : -
Size : 10.5 x 14.8 cm (A6)
4. Explanation for Selecting The Work of Art / Design
The first thing that I like about this work is how the human in the center
represent the movement of freedom. After that i saw all of the elements
seems revolve around the human create a more lively poster which related
to the quotes in the middle " oh! to be alive!" Also the color combination
is one of my liking that creates a good harmony. Even though the art is
simple, it means a lot, i noticed how all the elements is actually nature
such as leaf, flower, fish, seashell, etc. There's a lot of visual elements i can analyze, such as balance, repetition, and movement that are noticeable. I think it's an art that suits me well. The artist itself create this art while travelling around
south east by herself and met a lot of new different people. So, that explains how she drew her elements
and her hope for us to resonates with this art.
5. Feedback
Week 1 :
Briefing for task 1 (read MIB)
Week 2
General Feedback : After Ms. Wong reviewing my blog, the overall
structure is good and organize
Specific Feedback : She told me to make the font bigger and edit my
source writing with the authorized artist.
Week 3 :
Specific Feedback : Ms. Wong said my blog already looking good just need some adjustment for the space in text to serve a better visual.
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