Design principles Task 1-:Exploration
February 5,2024
5/2/2024-20/2/2024
(week1-week3)
Huang jiaqi(0371553)
Design Principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1:
Exploration
TABLE OF CONTENTS
1.Module Information Booklet
2.INTRODUCTION TO DESIGN PRINCIPLES
3.Selected UNSDG Goal
4.Selected Design
5.Explanation for selecting the work of art design
6.Feedback
7.Reflection
8.Furthing reading
2 The are the design principles that are taught in this module:
1. Gestalt theory
"Gestalt" is German for "unified whole". German psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Kohler created the Gestalt Principles in the 1920s.
Gestalt Principles are principles/laws of human perception that describe how humans group similar elements, recognize patterns and simplify complex images when we perceive objects. Gestalt principles or laws are rules that describe how the human eye
perceives visual elements.
• PRINCIPLE OF SIMILARITY
the human eye tends to establish a relationship between similar elements in design .
milarity can be achieved by basic elements such as shape, colour and size.
. PRINCIPLE OF CONTINUATION
The human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual
elements rather than separated objects.
. PRNCIPLE OF CLOSURE
The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information
. PRINCIPLE OF PROXIMITY
The process of ensuring related design elements are placed together. Any
unrelated items, should be spaced apart.
Close proximity indicates that
items are connected or have a relationship to each other and become one visual unit which helps to organise or give structure to a layout.
. PRINCIPLE OF FIGURE/GROUND
objects are instinctively perceived as being either in the foreground or the
background. they either stand out prominently in the front (the figure) or
recede into the back (the ground).
. LAW OF SYMMETRY & ORDER
this law states that elements that are symmetrical to each other tend to be perceived as a unified group. similar to the law of similarity, this rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
2. Contrast
• Contrast is the juxtaposition of
strongly dissimilar elements.
• Without contrast, visual experience
would be monotonous.
• Contrast can provide visual interest,
emphasise a point and express
content.
3. Emphasis
Emphasis is used to create dominance and focus in a
design work.
Various elements can be used to create emphasis, such as
colour, shapes or value, to achieve dominance.
4. Balance
Balance refers to 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.
Balance can be symmetrical or asymmetrical.
5. Repetition
Repetition may make the design work look active. Repetition creates the rhythm and the pattern in the work.
Diversity is essential to keep the rhythm exciting and active, which can avoid monotony.
The pattern increases visual excitement and interest by enriching the surface. So as to achieve visual attraction to the audience!
6. Movement
The way a design leads the eye in, around, and through a
composition - the path the eye follows.
Motion or movement in a visual image 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.
7. Harmony
Harmony involves the 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. They may fit the same theme, aesthetic style or mood.
8. Unity
Unity refers to the repetition of particular elements
throughout your design — whether they’re colors, shapes
or materials — to pull the look together.
Unity occurs when these elements are composed in such a
way that they are balanced and give a sense of oneness,
creating a theme.
Although unity and harmony may sound similar, they each
play distinct roles in the way we experience design.
a. scale
scale is used to specify or illustrate details based on
the relative sizes of objects. Substantial deviation from a normal scale relationship can
create dramatic results and visual interest within the
design or composition.
b. proportion
• Proportion in art and design is the relationship of two or more
elements in a composition and how they compare to one
another with respect to size, color, quantity, degree, setting,
etc.; i.e. ratio.
• Proportion is said to be harmonious when a correct relationship
exists between the elements with respect to size or quantity.
• The effective use of proportion in design often results
in harmony and unity.
9 . Word and image
Imagery is a vital part of design, be it print or digital. Users and
viewers are able to relate to a concept or a brand if the right images
are used in a work of design. It is therefore important to use suitable
and relevant images when designing.
Choosing the right words to pair with the imagery is of high
importance as it would deepen the meaning of the design. Suitable
typeface and strategic positioning of the type will result in visual
hierarchy and balance in a work of design.
typography is the design and arrangement of text to convey a
message or concept.
a . symbol
A sign, shape, or object that is used to represent
something else
In design, symbols can provide or convey information,
equivalent to one or more sentences of text, or even a
whole story
b. pictorial symbols
Related to images and simplified pictures
c. abstract symbols
Abstract symbols can be seemed as represented by their objects, but with fewer details.
Symbols and objects or the ideas they want to express, expressed by geometric shapes or color symbols.
10. VISUAL ANALYSIS
Visual analysis is a design method that focuses on visual elements and principles to describe and explain the structure of the world in order to make better choices for yourself, and how to express the content and meaning of ideas.
Visual analysis is an important part of visual literacy. It effectively helps people read and critically interpret images. Whether in museums or on various social media, it can improve our critical ability and help people find answers, rather than passively receiving information.
HOW DOES VISUAL ANALYSIS WORK?
• Phase 1: Observation
Observation means closely looking at and identifying the
visual elements of a design, trying to describe them
carefully and accurately in your own words. Do not read
beforehand about the design at all.
• The observation phase is about looking, thinking, and
finding good language to communicate what you notice.• Phase 2: Analysis
• Analysis requires you to think about your observations
and try to make statements about the work based on the
evidence of your observations.
• Think about how the specific visual elements that you’ve
identified combine to create design principles that
complete that work of design/art, and the effects on the
viewer.
• How are your eyes led through the work and why? Apply
the design principles knowledge you have learnt
.• Phase 3: Interpretation
In this final phase, your observations, description, and
analysis of the work are fused with facts about the design
work (and in some cases the designer) and historical
context that you find in trustworthy published sources.
• What is the meaning of the design? What was the
purpose for it to be created?
3 . Selected UNSDG Goal:
I chose the theme of gender equality at the United Nations as the research direction.
I believe that human beings must achieve gender equality, end the empowerment of all women and girls, all forms of enlightenment for individual women and girls, eliminate all violence against women in the public and private sphere, and ensure the normal participation of women in political and economic life.
Nengi Omuke was born in 1987 and is a Nigerian artist. His work explores serious topics about gender, race and cultural heritage, as well as identity differences. The media he uses comes from the traditional things of the day. As a canvas, he painted portraits of various characters to maintain their faces and bodies. Similar blurs, and then use the textures of West African characteristics on their clothing or backgrounds, covering them densely to create a sense of fragmentation. It highlights the differences between artists in group identity and gender equality, and depicts more mystery and imagination, while the overall tone is rich in colour, maintaining a gentle reflection of serious narrative, solemnity and calm forces. Her work echos the theme of the joint fifth goal on gender equality. She carefully expressed the questions about gender and identity differences in rich colours, and reflected how our psychological space is constantly changing.
According to the visual principles, the analysis is as follows:
1:Repetition
2:Emphasis
3:Symbol
4:Balance
5:Contrast:
6：Unified
7:proportion
8:Word and image
4：Weekly feedback
week 1:
Last week, the teacher pointed out that my task 1 part of the typesetting was too monotonous and the content was incomplete. Under the guidance of the teacher, I adjusted my monotonous typesetting problem in time, added pictures to enrich the pictures and made the content easier to understand. At the same time, continue to supplement the missing content to make task1 more complete.
Let me realize the importance of typesetting, the importance of visual art to vision, and strengthen my aesthetic and speculative ability. In the next assignment, I will modify it insufficiently and pay attention to the importance of vision to the audience.
week2:
The content is incomplete and there is a lack of extended reading links.
5： Extended reading
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