Design Principles / Exercise 2

08.24.2021 - 9.28.2021 (Week 1 - Week 6)
Audrey Gracia Djohari / 0348120
Design Principles
Bachelor of Design (Hons) in Creative Media / Taylor’s University
Exercise 2

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POST LINKS

• 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

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JUMP LINKS

• Lecture
• Visual Research
• Progress and Final Outcome
• Feedback, Reflection, Further Reading

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LECTURES

WEEK 2: 

Lec 2 (Balance & Emphasis)

Balance and equality in design is not always about sameness on both sides. In art, balance in composition is what we are searching for. 

- Balance

Balance is the distribution of visual weight in a work of design. It is the visual equilibrium of the elements that causes the total image to appear balanced. And it can be symmetrical or asymmetrical

1. Symmetrical Balance

• Has equal "weight" on equal sides of a centrally placed fulcrum.
• Bilateral Balance: The equal arrangement of elements on either side of the central axis (horizontal or vertical)
• Radial Balance: Arranging elements equally around a central point
• Approximate Symmetry: Equivalent but not identical forms are arranged around the fulcrum line.

Figure 1.0: Example of Symmetrical Balance, 08.31.2021

Figure 1.1: Example of Approximate Balance, 08.31.2021

Figure 1.9 shows a painting by Sandro Botticelli, "The Birth of Venus". When we divide the painting vertically in the center, it has an almost equal division. However, the subject matter on both sides are not the same, but they manage to create an approximate balance.

2. Asymmetrical Balance

• Has unequal visual weight on each side of the composition.
• One side of the composition might contain a dominant element, and it could be balanced with a couple or more lesser focal points on other side.
• More dynamic and interesting.
• It offers more visual variety, the relationship between the elements are more complex.

Figure 1.2: Example of Asymmetrical Balance on a Photograph, 08.31.2021

On Figure 1.10, we can see that the lower left side of the photograph (the land) is the heavier element but it has a smaller area. While the rest of the photograph (the sea & horizon) has wider area. This shows an asymmetrical balance. The photograph promotes the viewer's eye to move from the the land to the sea.

3. The Golden Ratio

• Known as phi. The Golden Ratio is a mathematical concept and number that goes indefinitely.
• The Golden Ratio can be found in nature (e.g. leaves, seashell, etc.). It is perceived as the representative of perfect beauty.
• For centuries, The Golden Ratio has been used as a guide to create visual balance in architecture and painting.
• The Golden Ratio can be used to bring harmony, balance and structure to one's artwork.

Figure 1.3: The Golden Ratio, 08.31.2021

Figure 1.4: The Golden Ratio Application on Website Design, 08.31.2021

4. Rule of Thirds

• Rule of Thirds is a composition guideline to create more dynamism to a work of design/photography/painting.
• The image is divided evenly into thirds (9 parts of a frame).
• By putting the main objects on the intersection or the lines, it creates a more balance composition and a natural look.

Figure 1.5: Example of Rule of Thirds in Photography, 08.31.2021

- Emphasis (and dominance)

• Emphasis is used to create dominance and focus in a design work.
• Emphasis can be created by using colour, shapes or value. This is to achieve balance.

Figure 1.6: Example of Emphasis, 08.31.2021

Figure 1.14 shows a giant sculpture, "Spoonbridge Cherry", by Claes Oldenburg and Coosje van Bruggen. The overall landscape is punctuated by a single oversized red cherry on a giant spoon, those are the emphasis. In conclusion, emphasis is the dominant elements that are meant to capture the viewer's eye.

Lec 3 (Repetition & Movement)

- Repetition (pattern & rhythm)

Repetition make a work of design seem active and it creates rhythm and pattern. Variety is essential to avoid monotony (varying angles, exposure, composition, etc.) Pattern increases visual excitement by enriching surface interest.

• Repetition in pattern can be found in many forms of art: traditional art, fabric pattern, painting, graphic design, book cover, etc.
• It is important to keep the repetition in the same theme of the design.
• Repetition in movement can be found in graphic design, logos, animated film, etc.

Figure 1.7: Example of Repetition in Pattern, 08.31.2021

- Movement

Movement is the way a design leads the eye in, around, and through a composition - the path the eye follows. It occurs when objects seem to be moving in a visual image.

• Movement in a visual image comes from the kinds of shapes, forms, lines and curves that are used.
• Movement can be found in graphic design, logos, animated film, etc.

Figure 1.8: Example of Movement, 08.31.2021

Figure 1.9: Example of Movement on Logo & Poster, 08.31.2021

- Hierarchy

• Hierarchy is the choreography of content in a composition to communicate information and convey meaning. 
• It directs viewers to the most important information first, and identifies navigation through secondary content. 
• Hierarchy can be found in almost every kind of artwork, such as poster, website design, application design, etc.

- 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 which contributes in perceiving the design's stability.
• Alignment can also be a powerful means to lead a person through a design.

Figure 1.10: Example of Alignment, 08.31.2021

On Figure 1.18, the alignments are clearly visible. One article is aligned to the left side, while other information are aligned to the right.

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INSTRUCTIONS

1. Upload TWO designs - One each for Emphasis / Balance /
Repetition / Movement - in PDF file.
2. Make sure you also have:
a) recap of lectures
b) visual research
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

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VISUAL RESEARCH

For this week’s exercise, I choose Repetition and Balance

- Repetition Study

When I first watched the lecture video about Repetition, I immediately thought about Batik, which is a traditional cloth-dyeing technique in my country, Indonesia. Batik is all about repeating the same pattern over and over again, and I think making my own Batik design is a very good application of Repetition.

“Batik is a technique of wax-resist dyeing applied to the whole cloth, or cloth made using this technique. Of Javanese origin, batik is made either by drawing dots and lines of the resist with a spouted tool called a canting, or by printing the resist with a copper stamp called a cap.” -Wikipedia

Figure 2.0 : Batik, Repetition Visual Research , 09.06.2021

I was inspired by the Batik designs from my own Province, the West Java. They often use flower and leave pattern and I think they are aesthetically pleasing. Therefore, my main idea was to create this particular Batik simpler and with a modern touch. I wanted something that’s acceptable in modern design. So, I imagined the pattern was printed in a fabric, and I thought of a way to make it fit in a simple modern environment or minimalist interior design.

- Balance Study (Golden Ratio)

I find The Golden Ratio very interesting, and for me it’s a brand new theory that I’ve never applied before.  It’s a ratio which can help achieve perfect symmetry between two proportions. And I was so excited to try this in my design. I found some helpful golden ratio application in Photography and Graphic Design as seen in Figure 2.1.

Figure 2.1: Golden Ratio Visual Research, 09.06.2021

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PROGRESS & FINAL OUTCOME

- Repetition Study

Figure 3.0: Process (Repetition Study), 09.06.2021

I made this Batik design using a ‘Reed Brush’ in ProCreate. First, I created 4 hexagonal shapes, then I drew 4 different patterns and put each one of them in a different hexagon. After that, I replicated them and put them symmetrically and in order with the help of ‘Drawing Guide Lines’. I had a little bit of hard time finding the right color that suits my design, so then I used Adobe Color Scheme. I ended up using turquoise, chocolate brown and cream.

Figure 3.1: Repetition Final Outcome, 09.06.2021

Figure 3.2: Repetition Final Outcome in PDF, 09.06.2021

- Balance Study (Golden Ratio)

While looking at the Golden Ratio, I could form an image of the planets in galaxy in my imagination. I found some planet images with cute colors in the internet and I started working on my piece.

Figure 3.3: Space References, 09.06.2021

Figure 3.4: Process Video (Balance Study), 09.06.2021

I used both the Golden Spiral and the Golden Section to make the proportion and to ensure the balance throughout the composition. The ratio of the columns in Figure 3.6 is 1:0.618:1, likewise for the rows.

Figure 3.5: Applying the Golden Spiral, 09.06.2021

Figure 3.6: Applying the Golden Section, 09.06.2021

First, I made the bigger planet with a cotton candy color scheme. I determined the size according to the biggest curve of the ratio. Then I made the smaller planet at the smallest middle curve so it became something that the viewers would focused on. Lastly, I added a spaceship in the medium square of the ratio to make the whole frame balanced. 

When I finished drawing and coloring the image, I realized that something was not right. I found that the frame was too big so the proportion was off and the Golden Ratio could not be seen clearly. So I resized the frame and cut the image so the ratio fit perfectly to achieve greater compositional harmony.

And the Figure 3.7 below is the final outcome depicting Balance using the Golden Ratio.

Figure 3.7: Balance Final Outcome, 09.06.2021

Figure 3.8: Balance Final Outcome in PDF, 09.06.2021

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FEEDBACK

General Feedback

Focus more on what the design emphasizes, make sure it really represent the element that you’re trying to show. And pay attention to the composition.

Specific Feedback

Repetition - The first color scheme lacks a bit harmony, better to use different color scheme that are more suitable and goes well together.

Balance - Better resize the frame until it fits the Golden Ratio square, that way the composition could be better and the design could show off The Golden Ratio more obviously.

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REFLECTION

Experience

Working on this week's exercises was fun and quite challenging. Because I had to make designs based on something new, like The Golden Ratio and I learned a little bit more about Repetition in Batik.

Observations

I realized that I could come up with design ideas pretty fast this time. And I understand more about the vast world of Balance, Emphasis, Repetition and Movement.

Findings

By working on these exercises,  I found out that it's important to not only make a creative and cool design, but also to keep in mind the purpose and focus of that particular project (for example: to emphasise the movement/balance), so that the final outcome fulfills the rubric & the lecturer's expectation. I must learn to understand more of the learning purpose.

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FURTHER READING

Figure 4.0: The Golden Ratio: origin of the Rule of Thirds, Nicholas Tinelli (2019)

Reference: 

Tinelli, N. (2019, June 21). The Golden Ratio: origin of the Rule of Thirds. Retrieved from: https://nicholastinelli.com/the-golden-ratio-origin-of-the-rule-of-thirds/

Figure 4.1: Rule of Thirds Ratio

To apply The Golden Ratio (or Phi grid), the frame must be divided with a ratio of 1.61803:1 between the lateral and central columns, drawing 2 horizontal and 2 vertical lines, which will form 9 rectangles, as in the rule of thirds. It's better to place the subject/object in one of the 4 strong points, defined by the intersection of the lines, because those are where human eye is instinctively focused.

The Golden Ratio is quite complex, it is easier to apply later, in the post-production phase. The trick is to cut the finished image correctly so it fits the ratio.

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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