Task 1 (Exploration)
February 5,2024
5/2/2024-20/2/2024
Yang Jiayi
Design principles / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task1 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
1.This is the Module Information Booklet for this module.
2.These are the design principles that are taught in this module.
The elements of visual design include ：line, shape,
form, size, space, colour, value and texture.
LINE is a continuous mark made on a surface or the edge created when two shapes meet. May be actual, implied, vertical, horizontal, diagonal, and/or contour.
SHAPE/FORM is a self-contained defined area, either geometric or organic. Shape refers to a two-dimensional element with area on a plane, while form refers to a three-dimensional element with volume in space.
SIZE refers to the relationship of the area occupied by one shape to that of another.
SPACE is the distance or area around or between elements in a work.
COLOUR is the visible spectrum of radiation reflected from an object. Color is also sometimes referred to as hue.
VALUE refers to how light or dark an object, area, or element is, independent of its color. Value is also sometimes referred to as tone.
TEXTURE is the surface quality of a shape, or how it appears to feel: rough, smooth, spiky, soft, hard, and glossy, etc. Texture can be real or implied.
Recap the design principles lists below:
*Gestalt theory
*Contrast
*Emphasis
*Balance
*Repetition
* Movement
*Harmony & Unity
*Symbol
*Word and Image
a.Gestalt theory
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| fig1.1https://artsydork.com/gestalt-theory-animal-graphics/ |
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| fig 1.2 https://www.behance.net/gallery/69802815/Surforma-AR-Posters?tracking_source=best_of_behance_big_covers |
1. Emergence
2. Closure (Reification)
3. Common Region
4. Continuity or Continuation
5. Proximity
6. Multistability
7. Figure/Ground
8. Invariance
9. Pragnanz
10. Similarity
11. Symmetry and Order
12. Common Fate
The human brain is wired to see patterns, logic, structure.“Gestalt”refers to “shape" or“form" in German.
Gestalt principles or laws are rules that describe how the human eye perceives visual elements.
These principles aim to show how complex scenes can be reduced to more simple shapes.
They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.
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. Designers use the principles to organize content on websites and other interfaces so it is aesthetically pleasing and easy to understand.
b.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.
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| fig 1.3 https://dribbble.com/shots/4316458-Under-my-Umbrella |
c 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.
SYMMETRICAL BALANCE
Has equal “weight" on equal sides of a centrally placed fulcrum.
The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance.
Arranging elements equally around a central point results in radial balance.
Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
ASYMMETRICAL BALANCE
Unequal visual weight on each side of the composition.
One side of the composition might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side.
More dynamic and interesting. It evokes feelings of modernism, movement, energy and vitality.
Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex.
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| fig 1.4 https://byuhart.blogspot.com/2010/10/asymmetrical-balance.html |
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| fig1.5 https://www.anothermag.com/art-photography/7469/architectural-symmetry |
THE GOLDEN RATIO
Also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a
mathematical concept and a number that goes on indefinitely (1.618033988749895...). The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.
Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty or is uniquely found throughout nature.
The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one's work. It can also increase the appeal of a design work.
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| fig 1.6 https://ridgelightranch.com/fibonacci-abstract-art-podcast-52/ |
RULE OF THIRDS
It is a composition guideline to create more dyr1amism to a work of design/photography/film/painting.
An image is divided evenly into thirds, both hor izontally and vertically, and the subject of the image is placed at the intersection of those divic ding lines, or along one of the lines itself.
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| fig 1.7 https://simpleasthatblog.com/understand-rule-of-thirds-photography/ |
d.EMPHASIS
AND DOMINANCE
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.
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| fig1.8 https://emmarosec.blogspot.com/2014/11/elements-principles-of-photography.html |
e.REPETITION
PATTERN AND RHYTHM
Repetition could make a work of design seem active.
The repetition of elements of design creates rhythm and pattern within the work.
Variety* is essential to keep rhythms exciting and active, and to avoid monotony.
Pattern increases visual excitement by enriching surface interest.
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| fig 1.9 https://www.pinterest.com/pin/8303580555848076/ |
f.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.
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| fig 2.1 https://www.twenty75.com/projects/3d-graphic-combination/ |
g.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.
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| fig 2.2 Picture reference |
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| fig 2.3 https://www.pinterest.com/pin/466896686375122666/ |
i.SYMBOL,Word,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.
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| fig2.4 https://twitter.com/crossniq/status/1131281188453277696 Abstract symbols |
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| fig 2.5 https://www.jessicajonesdesign.com/types-of-logos/ Arbitrary symbols |
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| fig 2.6 https://dryicons.com/icon-packs/stylistica-icons-set |
PICTORIAL SYMBOLS
Image-related and simplified pictures.
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| fig 2.7 https://www.behance.net/gallery/742477/All-Our-Children |
3.Selected UNSDG Goal
The UNSDG Goal that I have selected is goal no 13,Clmate Action.This goal is widest possible international cooperation aimed at accelerating the reduction of global greenhouse gas emissions and addressing adaptation to the adverse impacts of climate change”.Climate action is the 21st'centurys's greatest opportunity forward all the Sustainable Development Goals.Global climate warming is an urgent problem to be solved in today's world. The impact of climate change is affecting every country in the world.Developed countries fulfill their commitments under the United Nations Framework Convention on Climate Change to jointly raise US$100 billion per year by 2020 and inject capital into the Green Climate Fund to fully operationalize it.
The Commission on Sustainable Development (CSD) fourth session in 1996 held substantive discussions on protection of the atmosphere. CSD fourteenth session in 2006 and fifteenth session in 2007 focused on a cluster of thematic issues, including atmosphere and air pollution.
Protection of the atmosphere is a broad and multidimensional endeavour involving various sectors of economic activity. Many of the issues discussed in Chapter 9 of Agenda 21, on "Protection of the Atmosphere," are also addressed in such international agreements as the 1985 Vienna Convention for the Protection of the Ozone Layer, the 1987 Montreal Protocol on Substances that Deplete the Ozone Layer as amended, the 1992 United Nations Framework Convention on Climate Change and other international, including regional, instruments.
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| fig 2.3 CLMATE ACTION |
4.Selected Design
Below is a painting had chosen for this task
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fig2.4 The United Nations work I finally chose https://www.instagram.com/p/ByE6B2ABS9k/?img_index=1 Original illustration:《I WANT TO GO HOME》 Source of inspiration: The concepts were provided by the attendees of the festival and brought to life by various artists to tackle the world's most important issues. Painter:Doaly Year:2019 Size:60cm×80cm Medium:Illustrations,poster |
5.Explanation for selecting the work of art design
6.Feedback
Through the class last week, the teacher gave me suggestions and feedback.
The teacher said that the design principles of the first designer's work I chose were not so strong. Although this picture expresses a lot, the design principles I wanted to express were not so strong, so the teacher recommended that I analyze the second work I chose.The teacher said that the content of the first work I chose was too complicated.Through the second work, I analyzed three designer principles，I have analyzed Movement，contrast，Emphasis.
7. Reflection
Based on the one or two weeks of study, I watched the videos the teacher gave us, which contained the design principles we learned. I watched every video. After watching the videos in the first week, I still didn’t understand a little bit. According to After the first week of class, the teacher helped me analyze the works I chose. Based on the teacher's explanation, I further understood the design principles. In the second week, I learned the design principles again. The design principles will make the designed The works are more representative, ornamental, and professional. I will study them more carefully in the following courses.
8.Furthing reading
Link https://learn.leighcotnoir.com/artspeak/elements-color/hue-value-saturation/
United Nations Link:https://sdgs.un.org/goals/goal13
Smith, M.(Sept, 2014). The Principles of Graphic Design: How to Use Proximity Effectively. EDGEE: https://www.edgee.net/
Bradley, S. (June, 2015). Design Principles: Compositional, Symmetrical And Asymmetrical Balance. Smashing Magazine.https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/
balance-symmetry-asymmetry/
Preble, D., Preble, S. & Frank, P.L.(2013). Artforms (11th ed.). New York: Pearson Education.https://nicholastinelli.com/the-golden-ratio-origin-of-the-rule-of-thirds/
Poulin, R. (2018). The Language of Graphic Design Revised and
Updated: An Illustrated Handbook for Understanding Fundamental Design Principles. Quarto Publishing Group USA Inc.https://www.researchgate.net/publication/281811102_Information_Design-Principles_and_Guidelines
Design-Principles and Guidelineshttps://www.interaction-design.org/literature/topics/visual-hierarchy
Poulin, R.(2018). The Language of Graphic Design Revised and
Updated: An Illustrated Handbook for Understanding Fundamental Design Principles. Quarto Publishing Group USA Inc.https://www.researchgate.net/publication/281811102_Information_Design-Principles_and_Guidelines
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