3 / 02 / 2025 — 23 / 02 / 2025 (Week 01 — Week 03)
LIU YITONG / 0370907
GCD 60804 / Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1: Exploration
Elements of Design
Point, Line, Shape, Form, Texture, Space, Colour
· These elements are Individual "building blocks".
Principles of Design
Contrast, Balance, Emphasis, Rules of Third, Repetition/Pattern/Rhythm,
Movement, Hierarchy, Alignment, Harmony, Unity, Proportion
· Organisational fundamentals that resulted from or guidesthe arrangement of
the elements.
Instructions
1. Write a blog post describing the design principles (Gestalt theory,
contrast, emphasis, balance, repetition, movement, harmony & unity,
symbol, word and image). Select appropriate design examples (do not use
images from lecture notes/videos). Cite all sources properly—plagiarism will
result in an F grade and be subject to university academic misconduct
policies.
2. Select an art/design work and upload a JPEG file (A4 size, 300dpi) in
your blog post.
Include credit information below the image: title, artist/designer, year,
size, medium, and source.
3. Write a 150-200 word explanation about why you chose this artwork/design.
4. List and briefly describe the design principles observed in the selected
work.
5. Include feedback from your lecturer in your blog post.
Recap the design principles listed below
Gestalt is a German word meaning "shape" or "form".
The Gestalt principle describes how the human eye perceives visual
elements in a single, united form.
This principle explains how complex scenes can be reduced to basic shapes.
There are 7 principles of gestalt theory:
· Similarity
The human eye tends to see similar elements in a design as a complete group.
So by using similar elements (e.g. shapes, colours, styles, etc.), it is
possible to organise information more effectively and direct the user's
attention.Just like Fig.1.1 The Similarity principle by Cidinha Moss, we would naturally divide the elements in this picture into four groups.
Fig.1.1: The Similarity principle by Cidinha Moss
· Continuation
The human eye naturally follows paths, lines and curves, as in the example
image：Fig.1.2. Gestalt Principle of Continuty by Cidinha Moss, which just shows some circles, but our brain sees them as a path.
Fig.1.2: Gestalt Principle of Continuty by Cidinha Moss
· Closure
Explains the phenomenon that our brains automatically fill in incomplete
images to make them whole. Like the Fig.1.3. Example of Closure IBM logo by Paul Rand，inside the example made up of blue
horizontal lines.
Fig.1.3: Example of Closure IBM logo by Paul Rand
· Proximity
Similar elements will be easier for us to see as a group, and this principle
can help designers organise information while improving readability.In
Fig.1.4. Example of Proximity by Jennifer Gaskin, we will divide ourselves
into two groups based on color.
Fig.1.4: Example of Proximity by Jennifer Gaskin
· Figure / Ground
This explains the phenomenon that when we see a scene, we usually
automatically distinguish between foreground and background. Just like
the Fig.1.5. Peter and wolf poster by Phoebe Morris in the example, when you see the Wolf, you can also see the outline of
a little boy around the entire body of the Wolf.
Fig.1.5: Peter and wolf poster by Phoebe Morris
· Law of symmetry & order
Also known as prägnanz, we tend to simplify complex information and understand
it in the most organised way possible.The Fig.1.6. Example of Law of symmetry
& order by Cidinha Moss diagram illustrates this conceptually.
Fig.1.6: Example of Law of symmetry & order by Cidinha Moss
(Source: Design Principles of the Gestalt Theory)
· Common Fate
Explains the phenomenon that we will see objects moving in a uniform direction
as a whole.The consistent orientation of the fish in the Fig.1.7. Example of
Common Fate by Cidinha Moss gives us the impression that they are swimming to
the right.
Fig.1.7: Example of Common Fate by Cidinha Moss
(Source: Design Principles of the Gestalt Theory)
2. Contrast
Contrast can be achieved through differences in colour, size, font, shape
or material. Such a design can be effective in increasing visual appeal.
Sometimes contrast can also be used to highlight information that you want
to emphasise.In Fig.1.9. Example of Contrast #2 by Dario Paul Blow, a
strong contrast is made between pink and sky blue, giving us a feeling
that the light shines on people.
Fig.1.8: Example of Contrast #1 by Graphic Design Fundamentals
Fig.1.9: Example of Contrast #2 by Dario Paul Blow
(Source: AI-AP Slideshow)
Just like Fig.1.10. Examples of contrast in graphic design #3 by Yaroslav
Iakovlev. In graphic design typography, the size and thickness of fonts also uses
contrast to highlight important information.
Fig.1.10: Examples of contrast in graphic design #3 by Yaroslav
Iakovlev
A method of creating emphasis by using various elements (e.g. colour,
size, composition, etc.) when emphasising, so that the effect of
highlighting key elements in the picture can be achieved.When we look at
the Fig.1.11. Example of Emphasis by Rabbi Dr. Yitzchak Breitowitz, we can see the
obvious red button at a glance, which is the emphasis.
Fig.1.11: Example of Emphasis by Rabbi Dr. Yitzchak Breitowitz
4. Balance
Balance can be categorised into symmetrical and asymmetrical balance and
radial balance, all three of which are achieved by arranging elements
equally within different axes.Fig.1.12. Example of Types of Balance by Art Class
Curator briefly summarizes three ways for us.
Fig.1.12: Example of Types of Balance by Art Class Curator
Symmetrical Balance
Fig.1.13: Example of Symmetrical Balance
(Source: Visual Communication Design: Image)
Asymmetrical Balance
Fig.1.14: Kanazawa Oki Nami Ura by Katsushika Hokusai
Radial Balance
Fig.1.15: Strasbourg Cathedral France by Joseph M. Moxley
5. Repetition
This is achieved by reusing some design elements (e.g. colours, fonts,
shapes, patterns, etc.). However, it is also important to diversify the
repeated elements (e.g. adjusting the colours of the same pattern) to make
the design look active.In the Fig.1.16 Example of Repetition by The
Website Achitect, we can see that the author uses the repetition of the
car pattern to design.
Fig.1.16: Example of Repetition by The Website Achitect
6. Movement
Use paths to guide the viewer's eye movement to create a sense of motion
or use elements in the image (such as shapes, forms, lines and curves) to
shape movement.We can see the conceptual explanation in Fig.1.17 Movement #1 by Shirish Shikhrakar.
Fig.1.17: Movement #1
by Shirish Shikhrakar
In Fig.1.18 Example of Movement #2 by nor fatehah moh asri, we can
clearly see that the figure in the figure is only processed with color
blocks, so that it looks like he is moving.
Fig.1.18: Example of Movement #2 by nor fatehah moh asri
(Source: Movement In Design)
7. Harmony & Unity
Harmony refers to the selection and application of elements of the same
characteristic in a design, while unity allows the design elements to
co-ordinate with each other to ensure the integrity of the overall work.
The combination of the two can make the design more cohesive.
Fig.1.19: Two Women by the Shore
Symbols are classified into three types: pictorial symbols, abstract
symbols, and arbitrary symbols. They are usually used to convey a special
message or to represent something established and are concise and
clear.The Fig.1.20 Example of Pictorial Symbols by Maria Ruiz of the items
depicted in the figure are more detailed, but the logo in Fig.1.21 Example
of Abstract Symbols by PavelS is relatively abstract.
Pictorial Symbols
Fig.1.20: Example of Pictorial Symbols by Maria Ruiz
(Source: Project 1: Pictorial Symbols :: Behance)
Abstract Symbols
Fig.1.21: Example of Abstract Symbols by PavelS
Arbitrary Symbols
Fig.1.22: Example of Arbitrary Symbols
(Source: Pictorial Logos Symbols)
9. Word and Image
The use of images and text is crucial in typography, and choosing the
right mix of images and text can make the message more effective and
easier for the audience to understand.It is widely used in all design
disciplines.Just like the combination of the portrait and the words "BE
AWESOME BE COOL" in Fig.1.22 Example of Word and Image by Warda, we can
see the information more clearly.
Selected Artwork and The Reason
Fig.1.24: Void by avogado6
· Description of the image
In the picture was a group of identical grey figures, holding red
heart-shaped balloons in their hands, the window in their chests
reflecting the blue sky and white clouds. The white-haired figure standing
in the centre of the picture stood out, his balloon had deflated and the
window in his chest had turned black.
· Design Principle
This painting uses the design principles of repetition、contrast and
emphasis. The artwork makes a repetition of the grey figure and the red
balloon. The overall colours are soft grey and beige, contrasting with the
red heart-shaped balloon.
The painting cleverly uses
Emphasis through visual
contrast. The protagonist, the only character with facial features, has
brighter colors, a black chest hole, and a burst balloon, creating a
strong visual impact.
· Meaning of design
The piece is easily reminiscent of mental health issues, such as
depression or social anxiety. The black square of the main character may
symbolize an empty inner, closed psychological state, while the broken
balloon is like a symbol of lost vitality.
Week 1
General feedback: (none given)
Specific feedback: Start working on Task 1.
Week 2
GeneralFeedback: References to images should be labeled with the
artist's name and the source website.
Specific Feedback: The use of labels is somewhat confusing, some places
use numbers and some places use "-" or "·", should be unified.
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