Project 1 - Design Principles

Design Principles

05.2.2023 - 22.3.2023

Johnny Lam Wee Zhe (0363436)

Bachelor of Design in Creative Media

INSTRUCTION

LECTURE

Contrast

Contrast is the juxtaposition of strongly dissimilar elements. Low in contrast results in a more monotonous design.

Fig 1. Contrast Artwork Example

Gestalt Theory

Develop by Germans in the 1990s, it is a theory that humans are wired to see pattern, logic and structure. The theory are consist of principles that describes how a human eye perceives visual elements. The aim of the theory is to show how a complex scene can be simplified by the human eye as well as to explain how the eyes sees the big picture rather than individual elements.

1) Principle of similarity

The human eyes tends to perceive similar elements in a design as a group or a pattern, even if the elements are separated from one another.

Fig 2.1 Principle of Similarity

2) Principle of continuity

The human eye tends to trace their vision along the line and curves of the design and even has a preference for it rather than viewing something separately.

For example: The picture below shows a flow and viewing it would have you trace the flow of the dot, even though the color of the dots creates a much different pattern than when you trace the flow of the dot.

Fig 2.2 Principle of Continuity

3) Principle of closure

The human eyes prefers to perceive visuals in complete shape. Even if it's incomplete, the human would gather existing visuals and fill in the missing information of the visual.

Fig 2.3 Principle of Closure

4) Principle of proximity

The visual elements related to one another are group close to one another and unrelated elements should be spaced apart. This would give a sense of organization and structure within the visuals.

Fig 2.4. Principle of Proximity

5) Principle of figure and ground

The human eye tends to perceive visual element of a visual as either in the foreground or background, perceiving different visuals depending on which visual elements does the human eye determine to be the foreground or the background.

Fig 2.5 Principle of figure and ground

6) Principle of symmetry and order

The human eye tend to perceive visual elements that are symmetrical to one another as a group than asymmetrical visual elements.

Fig 2.6 Principle of Symmetry and Order

The human eye tend to perceive visual elements that are symmetrical to one another as a group than asymmetrical visual elements.

Notable Principles: Principle of Uniformed Correctedness, Principle of Prägnanz and Principle of Common Fate.

Balance

Balance is the distribution of ‘visual weight’ or graphic heaviness in art design. It is further split to two types; symmetrical and asymmetrical.

1) Symmetrical balance
Has equal ‘heaviness’ on both side of an imaginary line through an artwork in the centre (a fulcrum). Arranging design elements around the centre point of an artwork creates radial balance. Approximate symmetry is when an artwork is similarly spread on both side of the fulcrum but is not completely identical.

Fig 3.1 Symmetrical Balance / Radial Symmetry / Approximate Symmetry sample

2) Asymmetrical balance

Has unequal 'heaviness' as one side could be more heavy than the other. This balance adds dynamic, movement and modernism into an artwork but can be more difficult to pull off especially with a large numbers of variety.

Fig 3.2 Asymmetry Balance Example

3) Golden ratio

Golden ratio follows a mathematical concept known as fibonacci sequence where numbers doubled or halved throughout the sequence. When translated into visuals, it creates a frame where each of the frames will be cut into half as the sequence goes, a line is trace through each frame to show the flow of the frame. This visual frame is often found in nature and is considered the 'perfect' beauty.

Fig 3.3 Golden Ratio demonstration

4) Rules of Third

The rules of third is a frame split into thirds using two vertical and two horizontal lines with four intersection and nine parts. The most important part of the image is to align into the intersection points. Any horizontal element should be align along with either the top horizontal lines or the bottom of the horizontal line.

Fig 3.4 Rules of Third demonstration

Emphasis

Emphasis is the act of creating a focal point on one of the design elements in an artwork, making it dominant in the overall look of an artwork. Color, shape and value are used when putting emphasis on a design element.

Fig 4. Emphasis example

Repetition

Repetition is when a design element is repeated throughout the artwork, creating a pattern or movements within the artwork. Variety has to be added to repetition if one wants to avoid monotonous patterns (variety are often small).

Fig 5.1 Monotonous Repetition (Grabs less attention)

Fig 5.2 Dynamic Repetition (Grabs more attention)

Movement

Movement are applied to an artwork when a still artwork creates of sense a movement within the design. Viewers can determined what direction the still artwork would move to if it were to move. Shapes, forms, lines and curves are often used to create movement within an artwork.

Fig 6.1 Movement Sample 1

Fig 6.2 Movement Sample 2

Hierarchy

The hierarchy is often applied to posters or any informational media and applies different levels of emphasis on each design elements according to the level of importance.

Fig 7. Hierarchy sample

Alignment

Alignment is the arrangement of design element on to an imaginary columns of the design. It is often use to create a sense of stability and cohesion. Just like the hierarchy, it is often used in informational medias.

Fig 8. Alignment sample

Harmony

Harmony is when a group of design elements have similar feature with one another and it is sense that every design principle fits together. The lack of variety may result in a monotonous output.

Fig 9.1 Harmony sample

Fig 9.2 Harmony sample 2

Unity

Unity is applied when a particular design element is repeat all over the artwork. It creates an overall theme for the artwork design. Even though harmony and unity are similar, they play a distinct design.

Fig 10. Unity sample

Scale and Proportion

Scale is referred to an objects overall size in relation with other objects while proportion refers to parts of a relationship to other parts of the object.

Fig 11. Scale sample

Fig 12. Proportion sample

Symbols

Symbol is when an object or a design element/artwork represents something

1) Pictorial Symbol

Image related and is simplified

Fig 13.1 Pictorial 'Off Switch' Symbol

2) Abstract Symbol

May look like an object that they represent but has less details

Fig 13.2 Abstract 'Off Switch' Symbol

3) Arbitrary Symbol

Arbitrary symbol has no resemblance to what it supposed to represent

Fig 13.3 Arbitrary 'Off Switch' Symbol

Word and Image

Picking the right imagery is important when designing as well as using the right words, suitable typeface and strategic positioning that results in balance in the overall design and hierarchy.

Project 1 - Exploration

Sustainable Development Goals

Sustainable development goals is a series of seventeen goals adopted by the United Nations as a call to action goal in 2015. It aims to end poverty, protect the planet and ensure that countries nationwide enjoys peace and prosperity by the year 2030.

Fig 8. Sustainable Development Goals

https://www.twigh.org/twigh-blog-archives/2016/1/26/health-promotion-an-effective-approach-to-achieve-the-sustainable-development-goals

The goal I'll be selecting for this project is the SDG 10: Reduced Inequalities

SDG 10: Reduced Inequalities

SDG 10 is one of the seventeen goals of sustainable development goals and is about reducing inequality. The full title of this goal is "Reduced inequality within and among countries". It is said that inequalities threatens long-term social and economic development, harms poverty reduction and destroys people’s sense of fulfillment and self-worth. High numbers of inequalities is proven to increase crime rate, spreads disease and degrades the environment.

Analysis of Existing Work

Title: Year of Inequality

Artist: Tjeerd Royaards

Year: 2020

Size: 5206 x 7500

Medium: Editorial Illustration, this artist is inspired by typical newspaper cartoon illustration and often illustrates drawing that commentates on recent event.

Link: https://cartoonmovement.com/cartoon/year-inequality

The artwork I have chosen for my assignment is titled “Year of Inequality” by an artist name Tjeerd Royaards. The artwork is a commentary of the event of 2020 and depicts a man in a suit standing on a large pile of money bags that raises above a ‘sea’ of coronavirus with other people drowning in it while he drinks wine. It is a commentary on how rich people has earned way more profit due to the COVID pandemic while other people suffer from losing profits and salary. According to SDG 10 overview, COVID 19 triggers the largest increase in inequality in-between countries which could indicate how inequality increases during the pandemic. It is said that the income of the poorest 40% of the population has been growing faster but recent inconclusive evidence show that the progress has been set back during the pandemic.

List of Design Principle Observed

- Contrast

- Principle of Symmetry and order

- Principle of Proximity

- Emphasis

- Scale

FEEDBACK

Add a source link to each of the picture featured in this blog. Insert the link into each image caption instead of showing the link itself. Don't add anyone specific to the description. Improve your analysis further.

Search This Blog

Johnny Lam Wee Zhe (0363436)