Design Principles / Exercise 1

24.8.2021

Michelle Angeline Gunawan / 0349760 / Bachelor of Design in Creative Media
Design Principles
Exercise 1

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LECTURES

Lecture 1.1 Introduction to Elements and Principles of Design

Visual communication is about utilising design to convey purposeful messages to a target audience and it is important to learn about and apply the elements and principles of design.

Elements of design are the individual “building blocks”. Elements of design contains of:

• Point :
  The simplest element of design. Together a number of points can have a leading effect where the eye naturally attempts to "connect the dots" to create a line or form.
  
  
• Line :
  Continuous mark made on  a surface by a moving point. Lines can be used in a variety of ways. Lines can be active or static, aggressive or passive, sensual or mechanical. There are:
  
  • Actual lines
  • Implied lines
  • Straight lines
  • Vertical and horizontal lines
  • Diagonal lines
  • Hard and soft lines
  • Ragged irregular lines
  Lines have different emotion. Lines can suggest movement, it depends on how you use them.
  
  
• Shape :
  The expanse within the outline of two-dimensional area or within the three-dimensional object. There are two general category of shapes:
  
  • Geometric (tend to be precise and regular):
    Circles, squares, triangles, etc.
• Organic:
  Irregular, often curving or rounded, & seem relaxed & more informal than geometric shapes.
  
  
• Form :
  A three-dimensional element with volume in space. Form encloses volume, having length, width, and height, versus shape, which is two-dimensional, or flat.
  
  
• Texture :
  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. All surfaces have textures that can be experienced by touching or through visual suggestion. There are two categories of texture:
• Actual : experienced by touch.
• Simulated or implied : created to look like the real texture.
  
  
• Space :
  The distance or area around or between elements in a work. Space is the indefinable, general receptacle of all things – the seemingly empty space around us.
  Three-dimensional space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves. We experience mass from the outside. We experience volume from the inside.
  In graphic design, space, or depth, refers to the area that a shape or form occupies. Space can be defined as:
• positive (filled space)
• negative (empty space).
  
  
• Colour :
  The visible spectrum of radiation reflected from an object. Color is also sometimes referred to as hue. Each of the millions of colors humans can distinguish, can be identified in just three variables:
• Hue : colours of the spectrum, e.g. red, yellow and green.
• Value: lightness or darkness from white through greys to black.
  White added to a hue produces a tint, adding grey to a hue produces a tone and black added to a hue would result in a shade of that hue. 
• Intensity: Also called saturation or chroma.
  A pure hue is the most intense form of a given colour.
• Colour schemes : colour groupings that provide distinct colour harmonies.
  
  

Principles of design are the organisational fundamentals that resulted from or guides the arrangement of the elements. Principles of design contains of:

• Contrast 
• Balance
• Emphasis
• Rules of Thirds
• Repetition/Pattern/Rhythm
• Movement
• Hierarchy
• Alignment
• Harmony
• Unity
• Proportion 
  
  

Lecture 1.2 Contrast and Gestalt Theory

Contrast :
The juxtaposition of opposing elements (opposite colours, value light / dark, direction horizontal / vertical). Visual experience would be monotonous without contrast as it provides visual interest and express content.

Gestalt Theory :
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" refers to "shape" or "form" in German. They aim to show how complex scenes can be reduced to simpler shapes.

Figure 1.0 Gestalt Theory

• Principle of Similarity
  When elements appear to be similar to each other, we group them together even if those elements are seperated.
  
  
  
  Figure 1.1 Principle of Similarity
  
  
• Principle of Continuation
  Human eye follows lines, curves, or a sequence of shapes in order to determine a relationship between design elements rather than seperated objects.
  
  
  
  Figure 1.2 Principle of Continuation
  
  
• Principle of Closure
  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.
  
  
  
  Figure 1.3 Principle of Closure
  
  
• Principle of Proximity
   Simple shapes arranged together can create a more complex image.
  
  
  
  Figure 1.4 Principle of Proximity
  
  
• Principle of Figure/ Ground
  Human eye isolates shapes from backgrounds. They either stand out prominently in the front (the figure) or recede into the back (the ground).
  
  
  Figure 1.5 Principle of Figure/ Ground
  
  
• Law of Symmetry & Order
  This law states that elements that are symmetrical to each other tend to be perceived as a unified group. The design should be balanced and complete; otherwise, the user will spend time and effort trying to perceive an overall picture.
  
  
  
  Figure 1.6 Law of Symmetry & Order
  
  

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INSTRUCTIONS

Every blog entry must contain:

1. A recap of the specific week's lecture  
2. Our design process:
• Visual research
• Idea exploration and description
• Final outcome in PDF and short rationale
• Feedback by lecturer
• Reflection on the particular exercise
  
  

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VISUAL RESEARCH

Contrast
First I looked for a contrasting color palette. I'm a little confused about which color to choose. And I decided to go for orange and blue.

Figure 3.0 Color Palette

Then I found an image that became the inspiration for my contrast design. 

  Figure 3.1 Contrast Idea

I decided to create a design of a bunch of oranges on a blue background. The orange color of the orange will create a contrast with the blue. I added some orange juices around the oranges.

 Figure 3.2 Contrast Sketch Idea

After doing some sketch, I decided to complete the design using the Adobe Illustrator. And here is the first design of contrast.

Contrast Final Design

I found out that the contrast I did is not enough so I did another design. The idea is the black and white contrast and also the emotion between the two. I did some experiment on Adobe Illustrator and this is how it turns out.

Figure 3.3 Contrast Final Outcome

Contrast Final Outcome

Gestalt Theory
For Gestalt Theory, I was interested in 2 principle. The first one is the principle of figure/ ground. It felt so challenging yet so fun at the same time. 

Figure 3.4 Example of Principle of Figure/ Ground

Figure 3.5 Crocodile

I came across this design and decided to use the same theme which is jungle. I am reminded of a crocodile and its sharp teeth that I can use as grass in the forest. Also I added a bear shape in the crocodile's mouth and a deer on the grass.

Figure 3.6 Principle of Figure/ Ground Idea Sketch

The second is principle of closure. At first, it seems simple for me to try. But after I tried, I found it a bit challenging. I came across an example of this design and I thought about making some balls in sports. 

Figure 3.7 Example of Principle of Closure

I try to draw rugby ball, badminton shuttlecock and tennis ball after looking for sports ball.

Figure 3.8 Rugby Ball

Figure 3.9 Badminton Shuttlecock

Figure 3.10 Tennis Ball

Figure 3.11 Principle of Closure Idea Sketch

In the end, I choose my first pick which is the Principle of Figure/ Ground. And this is the final result of mine. As you can see, I did some changes on my last sketch. I added one eye for the bear, antlers for the deer and I decided to flip the deer horizontally.

Figure 3.11 Gestalt Theory Final Outcome

Gestalt Final Outcome

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FEEDBACKS

General Feedback : Mr. Charles said that he likes how we did our design, and how we understanding the Contrast and Gestalt Theory.

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REFLECTIONS

Experience :
In the first class, I was nervous because I've never heard anything about the design principles before. But after some explanations and instructions given by Mr. Charles, I became more relieved.

Observation :
I observed that I shouldn't be afraid that the design I made was too simple because there was nothing wrong with it. I also observed that I can do more extensive design exploration.

Findings :
I find that there are many places to explore design. I also found that it would be better if I could be more confident in making a design.