Design Principles Week 1 - Lecture and Exercise 1
24.8.2021 (Week 1)
Sasilvia Cheong Pei Hoong / 0345031 / Bachelors of Design in Creative Media
Design Principles
Exercise 1
LECTURE 1 - Elements of Design
1) Point
Fig. 1.1 Point and dots example
- A point or dot is the first and the simplest element of
visual design
- A line is formed by a point used as a repeated mark
- Other two- and three-dimensional shapes and forms emerge
as the point moves through space
2) Line
Fig. 1.2 Different types of lines
- A continuous mark made on a surface by a moving point
Lines can be: - thick or thin
- close together or far apart
- wavy or jagged
- diagonal / horizontal / vertical
- active or static
- aggressive or passive
- sensual or mechanical
3) Shape
Fig. 1.3 Geometric and organic shapes
- Within the outline of a two-dimensional area or within a
three-dimensional object, this term refers to the expanse
- When a line or lines enclose an area, or when an apparent
change in value (lightness/darkness), colour, or texture
distinguishes an area from its surrounds, it becomes visible
- Geometric shapes ( triangle, circle, square )
- Organic shapes ( freeform and irregular )
4) Form
Fig. 1.4 Example of form
- A shape refers to a two-dimensional region, whereas a
form refers to a three-dimensional area
- When a shape encloses a space, the space is referred to as
volume
- Form is a significant factor, architecture and sculpture
5) Texture
Fig. 1.5 Repeating lines to represent texture
- Patterns, repeating shapes to create or mimic a texture
6) Space
Fig. 1.6 Positive and negative space
- The distance or area between, around or within objects
- White space / empty space
- Positive space ( object itself )
- Negative space ( Shape that created from the open spaces on
between two objects or cut out through a shape )
7) Colour
Fig. 1.7 Colour wheel
-The amount of light reflected off of an object
Different group of colours - Analogous colours
- Complementary colours
- Monochromatic colours
LECTURE 1.2 -
Contrast
Fig. 1.8 A poster with a contrast colour of black and
yellow
The juxtaposition of starkly contrasted elements is known as
contrast. The visual experience would be repetitive if there was
no contrast. Contrast can add visual interest, accentuate a point,
or convey information.
Gestalt Theory
1) Principal of Similarity
Fig. 1.9 Repeating shapes in different colours
- When there is similar elements, the brain tends to group them
together.
2) Principle of Continuation
Fig. 1.10 Continuous shape and lines
3) Principle of Closure
Fig. 1.11 Example of Closure
- Complete shapes are preferred by the human eye. The
user can perceive a full shape by filling in missing visual
information if the visual elements are incomplete.
4) Principle of Proximity
Fig. 1.12 Principal of Proximity
- The procedure for ensuring that design elements that
are linked are put together. Items that are unrelated to each
other should be separated. Close proximity shows that things
are linked or related to one another, forming a single visual
unit that aids in the organization or structure of a
layout.
5) Principle of Figure / Ground
Fig. 1.13 Principal of Figure / Ground
Fig. 1.14 Two birds that go into a circular motion that
creates the Yin and Yang symbol
- Objects are automatically classified as being in the
foreground or background.
6) Law of Symmetry and Order
Fig. 1.15 Example of Symmetry
- According to this law, elements that are symmetrical to one
another are seen as a coherent group. This rule says that
objects that are symmetrical with each other are more likely
to be classified together than objects that are not
symmetrical with each other, akin to the law of
similarity.
TASKS
INSTRUCTIONS
EXERCISE 1
We are tasked to produce one design of Contrast and one design of
Gestalt theory.
Visual Research
Contrast
Fig. 2.1 A sphere with red and blue colour
Fig. 2.2 Apples of different colour and placed on different
colour backgrounds
I decided to use the idea of drawing an apple in two
different colours. Where the apple on the left is red in
colour with a green background and the apple on the right is
green colour with a red background.
Fig. 2.3 Picking out complementary colour for the final
piece
I decided to play around with the colour wheel and choose a
complementary colour.
Sketches
Fig. 2.4 First design for contrast
The first design felt like it was lacking dimension and
emotion so I decided on doing a second one. Since I liked
how the colours played out in the first design I used back
the green and red contrast combination in the second design
too. I sketched out a close up of a lady's eyes looking
up.
Gestalt Theory
Principle of Figure / Ground
Fig. 2.6 A mitten petting a dog
I did some research about Gestalt theory and found this
picture of a human hand wearing a mitten and petting a dog.
I like how simple this design was.
Fig. 2.7 A cat inside a dog
After that I discovered this work where a cat is inside of
a dog's silhouette.
Fig. 2.8 Kiwi bird and fern
I was thinking about incorporating a Kiwi bird and fern into
my final design.
Fig. 2.9 Hands supporting the bottom of a heart-shaped
earth
I found this design really interesting as I was able to
recreate images of animals like the head of and eagle on the
left side and a camel head on the bottom right from the
continents that are on the earth.
Sketches
Fig. 2.10 First sketch for gestalt theory
I decided to incorporate a Kiwi bird, dog and a fern in
my final design. The Kiwi bird and fern was inspired by
the country New Zealand and the dog can be seen looking
up at the fern.
I wanted to recreate the earth silhouette with hands
as the continents, but in the end I did not went with this
sketch as the hands were a bit too messy for me.
Fig. 2.12 Third sketch for gestalt theory
After that I did the same thing with the silhouette
but changed the elements in it, I reduced the number
of hands to two and added silhouettes of a dog, bird
and tree.
FINAL OUTCOME
Contrast
Fig. 3.1 Final design for contrast JPEG
Fig. 3.2 Final design for contrast PDF
"Lady with Red Eyes"
The lady with red eyes is looking up at the sky with light
and hope in her eyes thinking
"When will all of this end?". When will what end? The
pandemic? Discriminations? Animal cruelty? Pollutions? What comes up in your mind
right now? Ask yourself. Do you want it all to end?
Gestalt Theory
Fig. 3.3 Final design for gestalt theory
(Principal of Figure/Ground) JPEG
Elements that be found: Earth, two human
hands, a fallen leaf, a bird and dog
head.
Fig. 3.4 Final design for gestalt theory (Principal of Figure/Ground) PDF
"The World in Our Hands"
Throughout decades, the earth is changing, it is slowly getting
destroyed. From climate change to varies types of pollutions, what can we
do to save earth? Only us humans can decide whether we want to keep on
destroying the earth or save it as the fate of earth is in our hands. One
day it might be too late to change anything and everything will fall into
despair and regret. Earth is not only a place for humans it is also the
beloved home for various species of animals and plants. Staying still will
not change anything, lend a hand and save the earth.
FEEDBACK
1. For the first sketch I did on my contrast work with the apples, the
apples are too simple and can be explored further.
2. The first sketch for my gestalt theory did not have a story and the
elements in it is very random and all over the place.
REFLECTION
Dr. Jinchi's lectures were informative and fun to watch, I liked how
she provided us with a variety of images and videos example in her
slides, it really helps me to understand more about the topic. Other
than that, Dr Charles feedbacks on my work was very helpful as it
provided me more info on how I should improve my work .
The contrast theme was overall really fun to do, I personally love
doing detailed artwork so the individual lines in my final outcome was
super fun to do, the colour pallets was satisfying to pick out and it is
especially easy to do in "Procreate" as it provided me with a colour
wheel with a complementary colour option to pick from.
I found gestalt theory a bit challenging to understand which took me
a while to create my final outcome. I had to do a lot of research and
find inspiration from various places like Google, Pinterest and
Instagram. Some of my sketches did not make the cut, but designing is
all about trial and error you would either like the outcome or just
hate it. I learned this the hard way but overall I really liked my
final outcome.
REFERENCES
Fig. 1.1 Point and dots example-
https://vanseodesign.com/web-design/points-dots-lines/
Fig. 1.2 Different types of lines-
https://creativemarket.com/blog/10-basic-elements-of-design
Fig. 1.3 Geometric and organic shapes-
https://www.dafideff.com/2018/05/visual-element-of-graphic-design-shape.html
Fig. 1.4 Example of form-
https://www.jeetuinteriors.com/single-post/elements-of-design
Fig. 1.5 Repeating lines to represent texture-
https://graf1x.com/elements-design-line-shape-space-value/
Fig. 1.6 Positive and negative space-
http://teresabernardart.com/basic-art-element-space/
Fig. 1.7 Colour wheel-
https://254-online.com/colour-as-a-visual-element-in-graphic-design/
Fig. 1.8 A poster with a contrast colour of black and yellow-https://i.pinimg.com/originals/ed/00/27/ed0027f68180354c283025bd292379d9.jpg
Fig. 1.9 - 1.13, 1.15 Gestalt theory-
https://uxmisfit.com/2019/04/23/ui-design-in-practice-gestalt-principles/
Fig. 1.14 Two birds that go into a circular motion that creates the Yin
and Yang symbol-
http://detsndt.ac.in/nmeict-files/nmeict-los/edupsycho/ep18/18.5.1/
Fig. 2.1 A sphere with red and blue colour-
https://digital-photography-school.com/make-photos-stand-out-color-contrast/
Fig. 2.2 Apples of different colour and placed on different colour
backgrounds-
https://natalialzam.wordpress.com/2020/10/31/compare-and-contrast-expressions-you-can-use/
Fig. 2.6 A mitten petting a dog
https://dribbble.com/shots/13822169--Cold-Hands-Warm-Hearts-Logo
Fig. 2.7 A cat inside a dog
https://www.pinterest.com/pin/304907837245935149/
Fig. 2.8 Kiwi bird and fern
https://www.thedodo.com/7-curious-facts-that-prove-kiw-638917637.html
Fig. 2.9 Hands supporting the bottom of a heart-shaped earth
https://www.vectorstock.com/royalty-free-vector/silhouette-hands-with-floating-earth-globe-world-vector-15268457
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