Design Principles / Exercise 2

7.9.2021 - 14.9.2021 (Week 2 -Week 4)

Michelle Angeline Gunawan / 0349760 / Bachelor of Design in Creative Media
Design Principles
Exercise 2

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LECTURES

Lecture 2 Balance and Emphasis

• Balance refers to the distribution of visual weight in a work of design. Balance can be symmetrical or asymmetrical. 
  
  
  
  Figure 1.0 Symmetrical and Asymmetrical Balance
  
  
• Symmetrical balance has equal “weight” on equal sides of a centrally placed fulcrum.
  Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
• Asymmetrical balance has unequal visual weight on each side of the composition.
  Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex.

• Golden ratio which is also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a mathematical concept.
  
  
  
  Figure 1.1 Golden Ratio
  
  
• 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. 
• The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.

• Rule of Thirds is a composition guideline to create more dynamism to a work of design/photography/film/painting.
  
  
  
  Figure 1.2 Rule of Third
  
  
• An image is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.

Emphasis is used to create dominance and focus in a design work. Emphasis is the part of the design that catches the viewer's attention.

Figure 1.3 Emphasis

Lecture 3 Repetition and Movement

There are three repetition methods: repetition, patterns, and rhythm. 

• Repetition is simply repeating a single element many times in a design. Repetition doesn’t always have to mean exact duplication, either. However, it does require similarity or near-likeness.  
• The repetition of elements of design creates rhythm and pattern within the work. 
•  Pattern increases visual excitement by enriching surface interest
  
  
  
  Figure 1.4 Rhythm, pattern, repetition
  
  
• Movement is the way a design leads the eye in, around, and through a composition - the path the eye follows. Movement can also be created by action. Repetition also creates movement. 
  
  

Figure 1.5 Movement

• Hierarchy is the choreography of content in a composition to communicate information and convey meaning. 
  
  
  
  Figure 1.6 Hierarchy
  
  
• Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre. 

Figure 1.7 Alignment

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INSTRUCTIONS

Every blog entry must contain:

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

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VISUAL RESEARCH

First, I'm interested in creating emphasis and pattern designs. I thought of creating a butterfly effect with one butterfly of a different color to show emphasis. I was inspired by this image I found on the internet.

Figure 3.0 Emphasis Inspiration

I decided to do some quick sketch recreating this image them using Adobe Photoshop and it turned out like this.

Figure 3.1 Butterflies

Figure 3.1 Emphasis Sketch 1

Since I'm not totally sure about it, I decided to make an alternative design. I took one picture of an orange button and put them into a group of button. Then I made them all black and white except for one in the center to create the emphasis.

Figure 3.2 Group of Orange Button

Figure 3.3 Emphasis Progress 1

To make the orange button in the center look more stand out, I decided to change its color to red and this is for the final outcome for both of my emphasis.

Figure 3.4 Emphasis Alternative Design

Figure 3.5 Emphasis Final Outcome

Emphasis Final Outcome

For the pattern, I decided to create a Batik Pattern. First, I looked up on the internet for some inspiration and I found some interesting idea.

Figure 3.6 Kawung Batik

Figure 3.7 Javanese Batik

And from that, I decided to make similar design with brown theme. I did not make any sketches I just did some experiment on Adobe Illustrator. Firstly, I created one circle with eclipse tool and and a guide lines in the circle to make the process easier.

Figure 3.8 Pattern Progress 1

And then I added another circle at the top left to created a pattern.

Figure 3.9 Pattern Progress 2

After that I used the shape builder tool to remove the excess shape that I don't want. I added the cut shape around the circle. And it turned out like this.

Figure 3.10 Pattern Progress 3

Then I started to create some drawings around and just duplicate them.

Figure 3.11 Pattern Progress 4

And to finished them all, I just arranged them into proper position and the final outcome is like this.

Figure 3.12 Pattern Final Outcome

Pattern Final Outcome

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FEEDBACKS

General Feedback : Mr. Charles liked how we came out with the idea. Some of the designs reviewed already meet the requested design principles.

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REFLECTIONS

Experience :
I really like Mr. Charles class. I like the way Mr. Charles reviewed our work. The explanation he gave was very clear and easy to understand. In addition, the videos provided in Microsoft Teams are also very complete and detailed so that it is easy for me to understand them.

Observation :
I observed that I can find more ideas on the principle of balance, emphasis and repetition but I just haven't been able to execute those ideas well so I can only come up with a fewer ideas.

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.