Design Principles - Task 1
Ruchira Nowreen || 0347111
Major: Bachelor of Software Engineering || Minor: Creative Media Design || Taylor's University
Design Principles GCD 60804 || Section 2
Gestalt, a German term meaning "shape or form," refers to principles that describe how the human eye perceives and groups visual elements. These principles help simplify complex images into meaningful patterns. The six theories under Gestalt principles are: the Principle of Similarity, the Principle of Continuation, the Principle of Closure, the Principle of Proximity, the Principle of Figure, and the Principle of Symmetry and Order.
➣ Principle of Similarity
The Principle of Similarity states that when objects appear similar to each other, we tend to group them together. This principle also leads us to perceive them as having the same function. For example, in the image below, human eyes typically group the circle elements in the middle together to form a diamond shape. This occurs because our brains naturally organize similar objects to help us process information more easily. Additionally, we can observe a group of triangles arranged in the shape of a square. This suggests that we perceive a diamond made up of circles inside a square formed by triangles.
The Principle of Continuity explains that elements arranged along a line or curve are perceived to be more related than elements not on the line or curve. Specifically, this principle describes how our brains perceive lines or shapes as continuing in a flow even when interrupted by other elements. Viewers tend to group together elements that appear to be part of a continuous flow, forming a pattern.
Major: Bachelor of Software Engineering || Minor: Creative Media Design || Taylor's University
Design Principles GCD 60804 || Section 2
Week 2 - Week 3 || (12/02/24 - 19/02/24)
Task 1 Exploration
TABLE OF CONTENTS
INSTRUCTIONS
Figure 1: Module information booklet
LECTURES
Introduction to Elements & Principles of Design
Dr. Yip provided an introduction to the Elements & Principles of Design, directing us to the module information booklet available in the Team's files section. We were tasked with watching all pre-recorded lectures uploaded on MyTimes and Microsoft Teams. Additionally, Dr. Yip elaborated on several crucial design principles essential for our upcoming projects.
Figure 2: Week 1 Lecture
Topic 1
During the recorded lecture, Dr. Yip introduced us to two design elements: Contrast and Gestalt theory. Dr. Yip provided detailed explanations of both principles and shared the lecture slides with us.
Figure 3: Topic 1, Contrast & Gestalt Theory, Source
Topic 2
During this lecture, we were introduced to two additional design elements: Balance and Emphasis. The lecture slides are available on MyTIMES, and the recorded video was uploaded on YouTube. Both principles were explained in detail, and I conducted further readings to gain a clearer understanding of them.
Figure 4: Topic 2, Balance & Emphasis, Source
Topic 3
During the lecture video, we were taught about two design principles: Repetition and Movement. I viewed the provided recorded lecture and reviewed the website links shared by Dr. Yip to enhance my understanding of these principles.
Figure 5: Topic 3, Repetition & Movement, Source
Topic 4
Dr. Yip provided clear explanations of two additional design principles for this topic: Harmony and Unity. Supplementary information was available on MyTimes for students interested in delving deeper into these principles.
Figure 6: Topic 4, Harmony & Unity, Source
Topic 5
In the final lecture recording, the last two design principles, Symbol and Word & Image, were explained. The video covered the reasons why symbols are used in design, the different types of symbols, and the definition of word & image.
Figure 7: Topic 5, Symbol, Word & Image, Source
DESIGN PRINCIPLES
We were instructed to begin by studying and applying the nine design principles taught in our module. Next, observe various works of design to gain a practical understanding of these principles. Finally, document our observations and reflections in our blog. The nine design principles are Gestalt theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, and Word and Image.
1. GESTALT THEORY
Gestalt, a German term meaning "shape or form," refers to principles that describe how the human eye perceives and groups visual elements. These principles help simplify complex images into meaningful patterns. The six theories under Gestalt principles are: the Principle of Similarity, the Principle of Continuation, the Principle of Closure, the Principle of Proximity, the Principle of Figure, and the Principle of Symmetry and Order.
➣ Principle of Similarity
The Principle of Similarity states that when objects appear similar to each other, we tend to group them together. This principle also leads us to perceive them as having the same function. For example, in the image below, human eyes typically group the circle elements in the middle together to form a diamond shape. This occurs because our brains naturally organize similar objects to help us process information more easily. Additionally, we can observe a group of triangles arranged in the shape of a square. This suggests that we perceive a diamond made up of circles inside a square formed by triangles.
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Figure 8: Example of Principle of Similarity, Source |
➣ Principle of Continuity
The Principle of Continuity explains that elements arranged along a line or curve are perceived to be more related than elements not on the line or curve. Specifically, this principle describes how our brains perceive lines or shapes as continuing in a flow even when interrupted by other elements. Viewers tend to group together elements that appear to be part of a continuous flow, forming a pattern.
➣ Principle of Closure
The Principle of Closure explains how humans perceive incomplete or fragmented visual stimuli as a complete object. Viewers often mentally fill in the missing gaps with their imagination, perceiving it as a whole object. In essence, when presented with an image containing missing parts, the brain automatically fills in the blanks to recognize the pattern or object.
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➣ Principle of Proximity
The principle of proximity suggests that objects in close proximity appear more interconnected than those that are further apart. The arrangement of visual elements spatially influences our perception of how these elements are grouped. Proximity holds significant influence, overriding factors like color similarity, shape, and other distinguishing characteristics that might otherwise differentiate a group of objects.
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➣ Principle of Figure / Ground
The figure-ground principle explains how people naturally perceive objects as either part of the foreground (the figure) or the background (the ground). Objects in the foreground stand out prominently, while those in the background recede. This distinction allows humans to perceive and interpret visual stimuli by differentiating between the main subject (the figure) and its surrounding background (the ground).
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➣ Principle of Symmetry & Order
The principle of symmetry and order suggests that humans are innately drawn to symmetry and organized patterns. It implies that people find a sense of satisfaction and harmony in balanced and orderly arrangements. This principle influences how individuals perceive and appreciate visual stimuli, often preferring designs that exhibit symmetry and a clear sense of orderliness.
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2. CONTRAST
Contrast in art refers to the arrangement of dissimilar elements, such as color, tone, or emotion, within a work. It emphasizes differences, adds visual interest, and conveys content. Contrast can be achieved through variations in color, size, and position. In art, various types of contrast exist, including color contrast, texture contrast, shape contrast, line contrast, size contrast, edge contrast, temperature contrast, and space contrast. Three common types of contrast found in art include color contrast, size contrast, and texture contrast, which are evident across different art mediums.
➣ Colour contrast
Contrasting Colors, a principle in color theory, pertains to the distinction between various hues. It is employed to add visual intrigue and highlight specific elements within a design. This technique also establishes a visual hierarchy by employing vibrant colors for critical elements like headings and call-to-action buttons, drawing the viewer's attention to the emphasized information.
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➣ Size Contrast
Varying the sizes of elements can be used to attract the user's attention. The eyes are naturally drawn to larger objects, interpreting them as more significant.
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➣ Texture Contrast
Contrasting textures can enhance the visual and tactile aspects of artworks, adding depth, creating the illusion of movement, or infusing more drama. This effect is achieved by combining smooth and rough surfaces in an artwork.
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3. EMPHASIS
Emphasis is used to direct the viewer's attention to specific design elements. Various techniques, such as color, shape, or size, can be employed to create dominance and focus in a design. In essence, emphasis is a tool designers use to guide the viewer's eye to particular elements.
➣ Colour Emphasis
Colors can be utilized in numerous ways to create emphasis. One simple method is to place important text and information in a colored box or to give the text itself a color. This technique highlights the text, naturally drawing viewers' attention.
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➣ Shape Emphasis
When a designer arranges content on a page using a set of similar shapes but introduces a different shape to border a picture, it naturally attracts viewers' attention. This is because the human eye is drawn to breaks in patterns or arrangements of objects in a composition.
Figure 17: Example of Shape Emphasis, Source
➣ Size Emphasis
Size is a widely used method to create emphasis, applicable in various contexts. Enlarging or reducing an element can significantly influence its significance within an artwork. Designers commonly use size to emphasize important text over the body text, effectively highlighting the main point of the poster and immediately capturing the reader's attention.
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Figure 18: Example of Size Emphasis, Source |
4. BALANCE
Balance in design pertains to the distribution of visual weight in a composition, which influences its overall equilibrium. Achieving balance can make elements appear harmonious. There are several main types of balance, including Symmetrical Balance, Asymmetrical Balance, The Golden Ratio, and Rule of Thirds.
➣ Symmetrical Balance
Symmetrical balance is achieved when the visual elements on one side of a composition mirror those on the other side. While the elements don't need to be identical, they should be similar in terms of color, shape, scale, and other attributes. This type of balance is often used in formal designs to convey a sense of structure, organization, and stability.
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➣ Asymmetrical Balance
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➣ The Golden Ratio
The Golden Ratio, also known as the Golden Section or Divine Proportion, is a special number approximately equal to 1.618, derived from the Fibonacci sequence. It is used in design to create visual harmony, as it defines a ratio where the longer part divided by the smaller part is equal to the sum of both parts divided by the longer part, resulting in 1.618. This ratio is considered a symbol of perfect beauty and is employed in shaping logos, layouts, and various design elements.
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| Figure 21: Example of The Golden Ratio, Source |
➣ Rule of thirds
This principle enhances the sense of movement and interest in design, photography, film, or paintings. It involves dividing the image into thirds, both horizontally and vertically, with the subject placed at the intersections or along the lines. This technique creates a more dynamic and visually appealing composition.
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| Figure 22: Example of Rule of thirds, Source |
5. REPETITION
Employing repeated designs in artworks can create rhythm and pattern within the composition. Another perspective on repetition is consistency; when selecting colors, it's preferable to utilize those already linked to your brand or design rather than introducing new ones. Repetition also involves reusing elements such as colors, patterns, fonts, and images throughout a piece of artwork.
➣ Rhythm
Rhythm is generated through the repetitive use of patterns, guiding our eyes from one point to another within a work of art. This effect is achieved when one or more design elements are repeated to create a sense of organized movement. Artists achieve repetition by using the same shape, color, size, value, line, or texture repeatedly. An example of this is seen in Katsushika Hokusai's artwork "The Great Wave," where the repetition of various shades and tints of blue and white curvilinear shapes on the tips of waves creates a sense of rhythm.
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➣ Pattern
In art, patterns are formed by repeating various design elements. A seamless pattern is achieved when these elements blend together to form a unified whole, regardless of how many times they are repeated. This kind of pattern can create a feeling of harmony and simplicity. In contrast, a disjointed pattern disrupts the flow of elements, directing attention to specific areas of a composition and adding emphasis.
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6. MOVEMENT
Movement in design describes how the eye is guided around and through a visual composition, essentially referring to the path the eye takes over a design. This concept dictates that the most significant element should lead to the next most significant one, creating a flow of importance. Movement can be conveyed through the use of shapes, forms, lines, and curves. Additionally, hierarchy and alignment play a crucial role in depicting movement within a design.
➣ Hierarchy
Visual hierarchy involves organizing elements to convey importance through positioning, scale, and color, directing the viewer's eye along a predetermined path. It guides the viewer's attention to focus on primary details over secondary ones. The examples below illustrate visual hierarchy.
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➣ Alignment
Alignment in design refers to the positioning of elements so that their edges align along shared rows or columns, or their centers align along an axis. Proper alignment can create harmony and consistency within a composition, promoting unity and stability. It also helps guide viewers through the design, enhancing the overall visual appeal.
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7. HARMONY & UNITY
Harmony in design is achieved when all elements fit together to create a cohesive and orderly whole. This sense of blending and unity is achieved when elements share similar characteristics and complement each other. Unity, on the other hand, is created when certain design elements are repeated throughout the piece, giving the artwork a cohesive theme. Unity is the principle that ensures the overall cohesiveness of an artwork.
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| Figure 27: Example of Unity, Source |
➣ Scaling
➣ Proportion
Proportion in design relates to the ratio or balance of an element in relation to the entire composition or a specific part of it. Achieving harmony and unity in design often involves establishing the right proportions and relationships between elements.
8. SYMBOL
A symbol is a sign, shape, or object that represents something else. In design, symbols are used to convey information or messages, which can be equivalent to sentences or paragraphs. Symbols are categorized into figurative representations and non-figurative representations. Figurative representations include pictorial symbols, abstract symbols, and arbitrary symbols.
➣ Pictorial Symbols
Figurative representations, such as pictorial symbols, often consist of simplified pictures or images that convey meaning through visual association.
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Figure 31: Example of Pictorial Symbols, Source |
➣ Abstract Symbols
Abstract symbols share similarities with the objects they represent but with fewer details, relying more on generalized shapes or forms to convey meaning.
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Figure 32: Example of Abstract Symbols, Source |
➣ Arbitrary Symbols
Arbitrary symbols have no inherent connection to the objects they represent. Instead, they are designed based on arbitrary associations, such as using green to signify safety, red for danger, and yellow for caution. These symbols rely on established conventions rather than direct visual resemblance.
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Figure 33: Example of Arbitrary Symbols, Source |
9. WORD & IMAGE
Images play a crucial role in design, whether in print or digital media. They allow viewers to connect with a concept or brand, underscoring the importance of selecting suitable and relevant images for design projects.
Pairing the right words with an image is equally important, as it enhances the overall meaning of the design. The choice of typeface and the positioning of text contribute to the visual hierarchy and balance in a design. Typography, which involves the design and arrangement of text, ensures that the message is effectively conveyed.
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Figure 34: Example of Word & Image, Source |
UNITED NATIONS’ SUSTAINABLE DEVELOPMENT GOAL (UNSDG)
Research
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After looking at all the 17 United Nations' Sustainable Development Goals (UNSDG), I have chosen Goal 14, also known as 'Life Below Water,' for my project. I chose this goal because of its critical importance in preserving marine ecosystems and ensuring the sustainable use of oceans, seas, and marine resources. I believe that protecting life below water is essential for maintaining the health of our planet and securing a sustainable future for all. By focusing on UNSDG 14, I hope to contribute to the global efforts to conserve marine life and promote the sustainable use of marine resources
Brief Description of Goal 14 (Life Below Water)
United Nations' Sustainable Development Goal (UNSDG) number 14, "Life Below Water," focuses on conserving and sustainably using oceans, seas, and marine resources. This goal aims to protect marine ecosystems, reduce pollution, address overfishing, and enhance the resilience of coastal communities. Achieving UNSDG 14 is crucial for several reasons: it preserves biodiversity, supports food security by managing fisheries sustainably, regulates climate through carbon absorption, and provides economic benefits through industries like fishing and tourism. Additionally, healthy oceans are vital for cultural significance, human health, and global stability, making international cooperation essential to address challenges like marine pollution and habitat destruction. In summary, UNSDG 14 is pivotal for maintaining the health of marine ecosystems and the well-being of human societies. By protecting life below water, we can ensure sustainable development, preserve cultural heritage, and secure a healthy planet for future generations.
ARTWORK
The chosen artwork resembles the United Nations' Sustainable Development Goal (UNSDG) 14: Life Below Water.
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| Figure 37: Under the ocean by Diego Oliveira |
Title of artwork: Under the ocean
Explanation
The chosen artwork depicts a surreal scene of a vast sea with an anchor in the center, seemingly pulling the water upwards. Beneath the surface, the artwork reveals a disturbing sight: various toxins, wastes, and plastics polluting the ocean depths. This design was selected to align with UNSDG 14: Life Below Water, which aims to conserve and sustainably use oceans, seas, and marine resources. The anchor symbolizes human activities that disrupt marine ecosystems, such as overfishing, pollution, and habitat destruction. The depiction of toxins and plastics highlights the harmful impact of pollution on marine life and ecosystems, emphasizing the urgent need for action to address these environmental challenges. The design serves as a powerful reminder of the interconnectedness between human activities and the health of our oceans, emphasizing the importance of sustainable practices and conservation efforts to achieve UNSDG 14 and ensure the well-being of present and future generations.
Word count: 149
List of design principles that is observed in the artwork
Contrast: The rusted anchor and chain are prominently contrasted against the serene blue backdrop of the ocean and sky. The aged, weathered texture of the anchor contrasts with the smooth surface of the water.
Emphasis: The anchor is the focal point of this image, emphasized by its central placement and size. It draws attention due to its detailed texture and significant scale compared to other elements.
Balance: There is a symmetrical balance created by the anchor’s structure, with both sides mirroring each other. The ocean’s horizon also adds to this balance, dividing the image into two equal halves.
Movement: The waves crashing against the base of the anchor create a sense of movement, leading viewers’ eyes upwards towards its peak and then outwards to explore other elements like birds in flight.
Harmony & Unity: All elements within this image work together harmoniously; for instance, colors are consistent - blues dominate both sky and sea while rusty brown defines the anchor.
FEEDBACK
Week 2
- Better to go with an art from recent days
- It could be any form of art including photos, videos or even a scene from a movie.
- Climate action or environment related work would be better to work with than quality education
- its okay if all medium / size is not available
Week 7
- Interesting choice of artwork
- Good enough explanation as it directly matches the SDG
- Find the author if possible
- Add example photos for the design principles recap
REFLECTIONS
Throughout the process of studying the Elements & Principles of Design and selecting UNSDG 14, "Life Below Water," for my project, I gained a deeper understanding of the significance of design principles in visual communication. The lectures provided a comprehensive overview of key concepts, such as Contrast, Emphasis, Balance, and Harmony & Unity, which helped me analyze and appreciate the selected artwork in a more nuanced manner.
Upon analyzing the artwork chosen for this project, I observed a powerful depiction of human impact on marine ecosystems. The artwork effectively utilizes the design principles of Emphasis, Balance, and Movement to convey its message. The central anchor symbolizes human activities that disrupt marine life, while the surrounding pollution and waste serve as a stark reminder of the urgent need for conservation efforts.
The artwork's use of Emphasis on the anchor draws the viewer's attention to the focal point, highlighting the central theme of human impact on marine environments. The Balance in the composition creates a sense of order and harmony, enhancing the overall visual appeal. Additionally, the Movement created by the placement of elements guides the viewer's eye through the artwork, creating a dynamic and engaging experience.
Overall, this task has been an enlightening experience, allowing me to apply the design principles learned in lectures to real-world artwork. I look forward to further exploring these principles in my project and creating a meaningful visual representation of UNSDG 14.
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