Audrey Gracia Djohari / 0348120
Design Principles
Bachelor of Design (Hons) in Creative Media / Taylor’s University
Exercise 1
- Exercise 1 : Elements, Principles of Design, Contrast, Gestalt Theory
- Exercise 2 : Balance, Emphasis, Repetition, Movement
- Exercise 3 : Harmony, Unity, Symbol, Word & Image
- Project 1 : Self-Portrait
- Project 2 : Sense of Place
- Project 3 : Visual Analysis
WEEK 1:
Today, I had my first Design Principles class with Dr. Charles Sharma. The lecture started with a briefing of the Module Information Booklet and other online platforms that would be used in this class (such as Google Classroom and Telegram where all the information and assignments would be posted). Dr. Sharma also mentioned that he would upload the lectures every Monday. It is a must for the students to document all of our work in the blog and upload only the link in Google Classroom.
As an Introduction to our first material, Dr. Charles explained what "design" means, it is about composing and arranging. There are many elements in design, but all of those elements are placed in a fame, so framing is an important part in design. And all those space in a frame is important and cannot be taken for granted. Everything that happens in the frame will affect the composition in the frame, thus it affects the design. Composition has framal references.
To learn more about composition and framing, we were asked to arrange any random objects that we could find to form our own names. And we could decide what kind of frame we wanted the objects to be put on. After that, we had to take a picture of it and posted it on Padlet Wall.
Above is my nickname "Odri" created with flower supplies that I could find around me (yes, I'm a florist). Through this experiment, Dr. Charles showed us how we could take advantages of all parts of a frame, and that the principles of design is not confined to just the whole wall of a border, but we could decide where the border is. The experiment really helped me to explore and getting creative with frame.
Lec 1.1 (Elements & Principles of Design)
There are so many design that we encounter in our daily life, from simple things such as photographs to logos of big companies. They are all examples of Visual Communication. Visual Communication utilizes design to convey particular messages.
Elements of design are the individual building blocks, while the principles of design are the organizational fundamentals that resulted from or guides the elements arrangement.
Elements of Design + Principles of Design = Effective Visual Communication
- Elements of Design
1. Point
A point or dot is the simplest element of design. By repeating a point, a line would be created. And by moving in space, points can create two- or three-dimensional figures and forms.
2. Line
Lines can be active or static, aggressive or passive, sensual or mechanical. Lines indicate directions, boundaries of shapes, spaces, volumes and suggest motion or emotion. There are many kinds of line, such as:
- horizontal lines
- vertical lines
- diagonal lines
- hard lines
- soft lines
- ragged irregular lines
- curved lines
- sharp jagged lines
Shapes can be defined as the expanse within the outline of two- or three-dimensional area object. They are created when lines enclose an area, or when there's a change of value and colour/texture that sets apart an area from its surroundings. The two categories of shapes are geometric and organic.
- Geometric: circles, squares, triangles, etc
- Organic: irregular, curved/rounded, seem relaxed, more informal
4. Form
Form is defined as a three-dimensional area. Form can create volume when it encloses space. And it is a major element in sculpture and architecture. Form must be implied in two-dimensional media (by implying light, shadow and perspective, artists can create drawings which look three-dimensional).
5. Texture
Texture is the feel, appearance of a surface. In visual communication, it refers to the tactile qualities to the visual representation. There are two categories of texture:
- Actual Texture: experienced by touch
- Simulated/Implied Texture: experienced by visual suggestion
6. Space
Space is the indefinable, general receptacle of all things.We can see the space of drawings, prints, photographs and paintings. The actual space of each picture's surface is defined by its edges-the two dimensions of height and width. Space is important in a design.
A three-dimensional space can be experienced when we are in it. we can experience mass from the outside and volume from the inside.
In graphic design, space or depth are the area that a shape 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, and can be achieved by overlapping images, variation of sizes, placement, and perspective.
7. Colour
Colour is the visual biproduct of spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface. Colour is the light wavelengths that the human eye receives and processes from a reflected source.
- Three Variables of Colours:
Hue: colours of the spectrum (e.gw. yellow & green)
Value: lightness and darkness (white-grey-black)
- Tint = pure hue + white
- Tone = pure hue + grey
- Shade = pure hue + black
Intensity/Saturation: It is the purity of a hue. A pure hue is a hue in its highest saturation, its brightest form. When added with pigment (black, grey, white) of another hue, its intensity diminishes and is dulled.
- Color Schemes:
Monochromatic: based on the variations in the value and intensity of a single hue
Analogous: based on colours adjacent to one another on colour wheel, each containing the same pure hue.
Complementary: emphasize two hues directly opposite each other on the colour wheel.
- Principles of Design:
- Contrast
- Balance
- Emphasis
- Rules of Thirds
- Repetition/Pattern/Rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
Lec 1.2 (Contrast & Gestalt Theory)
- Contrast
Contrast is the juxtaposition of strongly dissimilar elements. Without contrast, visual experience would be monotonous. Contrast can provide visual interest, emphasize a point and express content. We can see contrast in movies, posters, web design, social media, interior design, etc. In conclusion, contrast can make an object stands out and become the center of attention. We can play with contrast using monochromatic, analogous, and complementary color schemes.
- Gestalt Theory
Gestalt refers to "shape" and "form" in German. Gestalt principles and laws are rules that describe how the human eye perceives visual elements. With gestalt theory, complex scenes can be reduced to more simple shapes. It also explains how the eyes perceive the shapes as a single united form even though those elements are separated. The brain crafts a link between elements of a similar nature.
1. Principles of Similarities
The brain tends to group similar shapes together
2. Principles of Continuation
The human eye follows the paths, lines and curves of a design, and prefers to see the continuous flow of visual elements rather than a separated objects.
3. Principles of Closure
A human eye prefers to see the complete shapes. if the visual elements are not complete, we can perceive a complete shape by filling in missing visual information.
4. Principles of Proximity
The process of ensuring related design elements are placed together. Any unrelated items should be spaced apart. For example, we are able to differentiate parts in a shopping website, we can tell which part is the payment section, and which part is the promo advertisement.
Objects are instinctively perceived as being either in a foreground or the background. They either stand our prominently in the front or recede into the back.
This law states that the elements that are symmetrical to each other tend to be perceived as a unified group.
1. Upload TWO designs you have created - one for Gestalt and one for contrast - in PDF file.
2. Make sure you also have:
a) recap of lectures
c) idea exploration with brief descriptions
d) feedback from lecturer
e) final design outcome (pictures must neatly cropped and must not be shadowy/blur) with brief rationale
f) brief reflection for the week
Making a contrast design is all about picking the right color and making sure the focal point is different from the rest of the elements. So I started by searching color palettes and design inspirations on Pinterest. I found several graphic designs which in my opinion, have unique color palettes and visual. And I can see contrast playing a huge role in these designs.
I was very interested in the principle of Good Figure/Ground from the Gestalt Theory, especially with the picture below that shows a pottery with a human face silhouettes on the sides. So i tried to applythis principle on my exercise.
And these are the final outcomes. I believe this idea will bring alive the illusion of Figure-Ground Principles. The eyes will have to choose to focus on the background or the foreground. The background and the foreground could either be the tree or the animals.
And one of the purposes of this design is to let the viewers have fun searching for the hidden animals. There are 12 African animals and 18 birds in total.
Exercise 2 : Balance, Emphasis, Repetition, Movement
Exercise 3 : Harmony, Unity, Symbol, Word & Image
Project 1 : Self-Portrait
Project 2 : Sense of Place
Project 3 : Visual Analysis
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