Design Principles / Exercise 3

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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 3

POST LINKS


JUMP LINKS



LECTURES

WEEK 3: 

Lec 4 (Harmony & Unity)

- Harmony
  • Harmony involves a selection of elements that share a common trait.
  • Harmony becomes monotony without variety.
  • Harmony is the sense that all of the elements of your design fit together (same theme, aesthetic style or mood).
  • Harmony can be seen when the overall composition looks similar and there's nothing obviously that jumps out.
Figure 1.0: Analogous Harmony, 09.13.2021

Figure 1.1: Colorful Harmony, 09.13.2021


-Unity
  • Unity refers to the repetition of particular elements throughout design (they can be colors, shapes, materials, etc.) to pull the look together.
  • It occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
Figure 1.2: A Scene From Princess Mononoki, 09.13.2021

In Figure 1.19, there are three different grouping of different characters. And at the same time, they all point towards one bright area in the background, so that this scene forms a triangle as a whole and the three groups are in the same unit. In other words, we can group together all the elements to bring out attention to one detail in order to form unity.


- Scale & Proportion

Scale and proportion are both design elements that have to do with size. Throughout the century, designers have used scale and proportion to depict or distract from the ideal.

1. Scale
  • Scale is the size of one object in relation to the other objects in a design or artwork.
  • It refers to the size and dimension of figures and forms relative to a specific unit of measure.
  • There are 2 ways to determine scale: Actual Measurement & Visual Estimates based on Comparison
  • Scale is used in architectural drawings.
  • Substantial deviation from a normal scale relationship can create dramatic results and visual interest within design or composition.
Figure 1.3: Scale in Architecture, 09.13.2021


2. Proportion
  • Proportion refers to the size of the parts of an object in relationship to other parts of the same object.
  • In design, it is relationship of two or more elements in a composition. i.e. ratio.
  • Proportion is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
  • Effective Use of Proportion =  harmony & unity.
Figure 1.4: Proportion in Movie Scene, 09.13.2021


Lec 5 (Symbol, Word & Image)

- Symbol
  • Symbols communication has been used by human since the birth of civilization.
  • In the modern days, symbols indicate a commercial brand, icon, symbols also remind us to timeless concept and values.
  • Symbol is a sign, shape or object that is used to represent something else.
  • The figure below is the branches of Symbol.
Figure 1.5: Symbols Branch, 09.13.2021


1. Pictorial Symbols
  • Image-related and simplified pictures. The object is a simplified representative of the actual form.
  • They are useful as educational materials, because these symbols allow the viewers to see the object of study in an almost real visual form.

2. Abstract Symbols
  • Look like the objects that they represent but have less details.
  • Abstract Symbols are often used for logos, public signs, etc.

3. Arbitrary Symbols
  • These symbols have no resemblance at all to the objects or ideas they represent.
  • The symbol is invented with the meaning constructed. Many are based on geometric shapes and colours.
  • Viewers have to learn arbitrary symbols.
  • Examples: hospital symbol, watch out symbol.

- Word and Image
  • Imagery is a vital part of design. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. Therefore, it is important to use the suitable and relevant images when designing.
  • Choosing the right words to pair with imagery is of high importance as it would deepen the meaning of a design.
  • Suitable Typeface + Strategic Positioning = Visual Hierarchy & Balance
  • Typography is the design and arrangement of text to convey a message or concept.
Figure 1.6: Word and Image Examples, 09.13.2021



INSTRUCTIONS



VISUAL RESEARCH

- Unity Study

When I think about Unity, I think of Picnic. It's a unique concept where people gather around and bring some food to just chill while enjoying the view. They will unite and sit in one small space, which is on the picnic blanket. Not only it's unique, the idea of picnic always gives a smile on my face whenever I think of it. Picnic is always fun, and it can be aesthetically pleasing. So I searched some images from Pinterest and decided to make an illustration portraying a picnic date.

Figure 2.0: Visual Research (Unity Study), 09.21.2021

Next, I searched for images which has the same ambience as my visual imagination. I wanted the setting to be a warm afternoon with grass as its background. I found these images suitable as references.

Figure 2.1: Reference (Unity Study), 09.21.2021

Figure 2.2: Reference (Unity Study), 09.21.2021

- Word and Image Study

For Word and Image study, I found these graphic designs which have interesting graphics and types, not only that, I think the hierarchy of the words are visible so that the viewers immediately know which part to read first. The typefaces are suitable and readable. Even though there are a lot of words, but the designs still look neat and the composition are balanced. The images also support the information so well.

After doing some research, I got a clear vision of what I would make, which is a poster about my favorite food: Indomie Goreng. Indomie is a brand of instant noodle produced by the Indonesian company Indofood. Indomie is the most famous delicious and famous noodles in my country, it is also exported to more than 90 countries around the world.

Figure 2.3: Visual Research (Word and Image), Pinterest, 09.25.2021

Figure 2.4: Visual Research (Word and Image), Pinterest, 09.25.2021

Figure 2.5: Visual Research (Word and Image), Pinterest, 09.25.2021


Figure 2.6, 2.7, 2.8: References (Word and Image), 09.25.2021


PROGRESS & FINAL OUTCOME


- Unity Study
Figure 3.0: Idea Exploration Sketch (Unity Study), 09.21.2021

I made two sketches. The first one has a picnic cloth as its focal point, while the second sketch has two three picnic cloths in one frame. The idea is to emphasize the unity through the picnic cloth. I planned to make all the elements grouped in the picnic cloths, including the people, the food, drinks and some books. I set the point of view as if the viewer is looking from the sky just above the picnic cloth. So almost everything are two-dimensional (except for the people).


Figure 3.1: Color Palette (Unity Study), 09.21.2021

First, I searched for the right color palette, I wanted the vibe to be warm and peaceful. So I picked pale green, dark yellow, dark red and some soft natural beige colors. By using ProCreate, I started off by drawing the background which is the grass, then I made the picnic blanket.

Figure 3.2: Making the Picnic Cloth (Unity Study), 09.21.2021

Figure 3.3: Making the People (Unity Study), 09.21.2021

When the picnic blanket is done, I then added the other smaller elements which are united inside the blanket. I first drew a couple of people in the center, then I added the food and drinks, and pizza! I intentionally placed the same objects near each other, I think it would show a good sense of grouping and emphasized the unity even more.

I applied my favorite texture for this exercise, which is the Bonobo Chalk Effect, it somehow created grain effect so that the illustration looked more alive. Lastly, I added some more shadow to create contrast and I drew some lines so that the grass has different texture compared to the others.

Figure 3.4: Adding Details (Unity Study), 09.21.2021

 
Figure 3.5: Process Video (Unity Study), 09.21.2021

When I finished with all the elements, I realized that the whole image was a bit too green, and the red color was not popping enough. So I  did some color correction so the illustration looks more vibrance. The figure below is my final outcome for Unity Exercise. I call it "Picnic Date".

Figure 3.6: "Picnic Date", Unity Final Outcome in PDF, 09.21.2021


Figure 3.7: "Picnic Date", Unity Final Outcome in PDF, 09.21.2021


- Word and Image Study

Below is the process video timelapse:

Figure 3.8: Process Video (Word and Image Study), 09.25.2021

Figure 3.9: Process (Word and Image Study), 09.25.2021

Figure 3.10: Adding Texture (Word and Image Study), 09.25.2021

Figure 3.11: Layers (Word and Image Study), 09.25.2021

I tried to make the theme look like a Japanese vintage food poster. So I chose primary and secondary colors (green, red, yellow, blue) to make everything contrast. Then, I drew the outline of every elements by starting with the brackets, then the Indomie inside Mangkok Ayam–which is the most iconic street food bowl in Indonesia. For the colors, I only did a little gradient as I don't want the colors to be too complicated. I put some information about Indomie in the brackets and I drew the steps of making Indomie.

For the types, I only used one font called Menlo for every texts. It's a monospaced sans-serif typeface designed by Jim Lyles, I like this font because it looks a bit vintage and it's easy to be read even with a small size. And to make the hierarchy visible, I make the words with different sizes and colors. The text "Indomie Goreng" is the heading, making it on top of the hierarchy and it's the most contrast compared to the other.

I made 3 versions of this design with different colors. But in the end, I decided to stick with the first version (the green one) since it portrays just the right color and vibe of a vintage food poster.

Figure 3.12, 3.13, 3.14: Experimentation (Word and Image Study), 09.25.2021


Lastly, I added canvas paper texture as a finishing touch, and below is my final result for Word and Image exercise:

Figure 3.15: "Indomie Goreng", Word and Image Final Outcome in JPEG, 09.25.2021



Figure 3.16: "Indomie Goreng", Word and Image Final Outcome in PDF, 09.25.2021


FEEDBACK

WEEK 5:

General Feedback
Unity should emphasize convergence. While Harmony is how everything works together.

Specific Feedback
(Unity Exercise) Dr. Charles said my Unity Exercise final outcome has a group sense of grouping, especially everything on the picnic cloth. He said that the unity is very strong. And there's evident of contrast and it shows balance too.


REFLECTION

Experience
I enjoyed doing these exercises a lot, because it gives me freedom to express anything that I want but at the same time, I learn about design principles. These exercises helps me to understand more of what I have to calculate whenever I'm making a design, such as harmony and word and image hierarchy. Also, Dr. Charles gave so many feedbacks to almost everyone, so I learned so many things from his comments on others' work. 

Observations
Learning about Harmony, Unity, Symbols and Word and Image really adds many useful things into my calculation in design. I observed that I didn't really take all of these aspects into account before I learned it in this class. But now, when I understand those aspects more, I observed that I could make a better design. Other than that, I learned that listening to feedback is crucial in design skill development. Feedback really helps me to see my own work with a new perspective and point of view, therefore I can see what needs to be fixed. 

Findings
I found that it's extremely important to make sure every elements of the design work together. And how to put Words and Images in the right position so it creates hierarchy, that way the information will be conveyed better. Now, I'm so happy because I can create a more balanced design.


FURTHER READING

Figure 4.0: Information Design-Principles and Guidelines

Reference:
Pettersson, R. (2010, September). Information Design-Principles and Guidelines.
Retrieved from: https://www.researchgate.net/publication/281811102_Information_Design-Principles_and_Guidelines


Abstract:

Information design is a multi-disciplinary, a multi-dimensional, and a worldwide consideration. It is not possible to develop firm design rules telling the information designer exactly how to best design a message and develop information sets. Based on research it is possible to formulate several ID-principles and then develop a number of guidelines for the design of effective and efficient information sets. Several principles are labelled as “functional principles.” Guidelines based on these principles assist the information designer to design information sets that are well suited for the intended receivers. However, the information designer will always have to consider one of the main ID-principles: “it depends.


Regardless of the medium, a well-designed information set will satisfy aesthetic, economic, ergonomic and subject matter requirements.

1. ID-Foundation
- Multi-diciplinary
- Multi-dimensional
- Theory and Practice
- There are no firm rules

2. Functional Principles
- Defining the Problem
- Providing Structure
- Providing Clarity
- Providing Simplicity
- Providing Emphasis
- Providing Unity

3. Administrative Principles
- Information Access
- Information Costs
- Information Ethics
- Securing Quality

4. Aesthetic Principles
- Harmony
- Aesthetic Proportion

5. Cognitiive Principles
- Facilitating Attention




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

Comments

  1. Charles EverlastOctober 7, 2021 at 8:58 PM

    I think the idea is brilliant! But you need to re-think the cropping of text in this context. Sometimes cropping can cntribute to the appropriate aesthetic needs but at the end of the day, legibility needs to come thorugh. You should be able to read them. Also consider resizing them a little. Other than that. it works. well balanced text and image is evident nevertheless but usually the image is at the top of hierarchy and also somewhat readable text.

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