Design Principles - Task 1: Exploration
6/2/2024 - 23/2/2024 / Week 1 - Week 3
Lim Jia Zhen / 0349294
Design Principles / Bachelor in Mass Communication (Hons) in Advertising and Brand Management
Task1 - Exploration
INSTRUCTIONS
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DESIGN PRINCIPLES
Gestalt Theory:
- "Gestalt" means shape or form in German.
- A psychological framework that explores how humans perceive and organise visual elements or shapes into a single united form.
- Complex scene can be reduced to more simple shapes.
1. Principle of Similarity:
- Elements that share similar attributes such as shape, colour, or size are perceived as belonging together.
- Designers can use this principle to create patterns, emphasise relationships, and guide the viewer's attention.
- Guides the viewer's eye along a visual path, creating a sense of flow and direction within a design, enhancing overall coherence and readability.
- Designers can enhance the visual storytelling aspect of their work.
- Perceive incomplete shapes or patterns as complete wholes by mentally filling in the missing information.
- Allows designers to create minimalist and abstract designs that engage the viewer's imagination, as they naturally seek to complete the visual information presented to them.
- Elements that are close to each other are perceived as belonging together or forming a group.
- Guides designers in organizing and grouping related elements in order to create visual hierarchy and establish meaningful relationships within a design.
https://builtin.com/design-ux/gestalt-proximity-principle-design
- Objects perceived as being in the foreground or the background, either stand out in the front (figure) or the back (ground).
- Designers use this principle to create contrast, emphasis, and clarity by manipulating the relationship between the figure and the ground in their compositions.
- The human tendency to perceive symmetrical and orderly arrangements as more aesthetically pleasing and easier to comprehend.
- Guides the placement and alignment of elements to create balance, harmony, and a sense of visual stability
Contrast:
- The juxtaposition of different elements to create visual interest, emphasis, and clarity, which includes variations in color, texture, size, and shapes.
- It adds visual diversity and can evoke emotions or convey messages more effectively by making certain elements stand out against their surroundings.
Emphasis:
- Give certain elements more visual weight or prominence to attract attention and create focal points within a composition.
- Use size, colour, contrast, and placement to emphasise specific elements and guide the viewer's eye through the design hierarchy.
- Can effectively communicate messages, highlight key information, and create memorable and impactful designs
Balance:
- the distribution of visual weight across a composition to create a sense of equilibrium and stability
- Equal weight on equal sides of a centrally placed fulcrum.
- Bilateral balance shows equal arrangement of elements on either side of the central axis.
- Radial balance shows that elements are arranged around a central point.
- Approximate symmetry is equivalent but not identical forms arranged around the fulcrum line.
2. Asymmetrical Balance:
- Unequal visual weight on each side of the composition,
- One side has a dominant element while the other has lesser focal points.
- It creates dynamism and visual interest, modernism, movement, vitality, and energy.
3. Golden Ratio:
- Guide to create visual balance, harmony, and proportion that is visually appealing
- Designers may use it to determine the size and placement of elements within a layout, such as the dimensions of a rectangle or the spacing between elements
4. Rule of Thirds:
- Involves dividing an image into nine equal parts using two horizontal and two vertical lines, creating a grid of intersecting points.
- Important elements in the composition should be placed along these lines or at their intersections, rather than in the centre of the frame.
- Can create visually balanced and dynamic compositions that draw the viewer's eye naturally to key points of interest.
Repetition:
- The consistent use of visual elements such as shapes, colours, patterns, or typography throughout a composition.
- By repeating certain elements, designers can establish a sense of consistency and reinforces visual themes and reinforces brand identity in marketing materials.
Movement:
- creates a sense of motion or visual flow which leads the eye through a composition.
- shapes, formed, lines, curves are used which makes the object seem to be moving,
1. Hierarchy:
- Elements are arranged based on their relative significance, with the most important elements given greater emphasis and prominence.
- Creates a logical flow of information, directs viewers to the most important information first then navigate through secondary content.
2. Alignment:
- Elements are arranged along a common axis or guideline rows or columns or common centre, thus creates a sense of unity, cohesion and stability.
- Contributes to the overall balance and harmony of a design, ensuring that elements are visually connected
Harmony:
- The pleasing arrangement of elements within a composition to create a sense of unity and coherence.
- Achieved through the consistent use of visual elements such as colour, typography, and imagery throughout the design.
- distributes visual weight evenly, sized and scaled proportionally, which creates a sense of equilibrium and stability.
Unity:
- Repetition use of particular elements (colour, typography, imagery), grouping, consistency.
- Related elements are grouped or aligned together to create visual connections and reinforce relationships.
1. Scale:
- The relative size of elements within a design compared to each other and to the overall context.
- Scaling elements differently can create visual hierarchy, emphasis, and balance within a composition.
- Larger elements tend to draw more attention and can serve as focal points, while smaller elements may provide context or support.
2. Proportion:
- The harmonious relationship between the sizes of different elements within a composition.
- Ensures visual balance and coherence, enhancing the overall aesthetic appeal of the design.
- Elements should relate to each other in a way that feels natural and visually pleasing, avoiding extremes that can disrupt harmony.
Symbol:
- visual representations (sign, shape, object) that convey specific meanings, to represent something, concepts, ideas text, story, sentence.
- represent objects, concepts, or actions in a visually intuitive way.
- used in iconography, user interfaces, and signage to quickly convey information and guide user interactions
- used to create memorable and distinctive visual identities that directly relate to the company's products, services, or values.
2. Abstract symbol:
- to represent ideas, emotions, or concepts in a more stylized and open-ended manner.
- Used in logo design, graphic design, and art to convey deeper meanings
- rely on visual elements such as shapes, colors, and patterns to communicate without direct representation.
3.Arbitrary symbol:
- No resemblance to the object, it’s invented with meaning constructed, based on geometric shapes and colours, we have to learn the meaning of it
- employed in typography, iconography, and graphic design to represent letters, numbers, and other characters.
- In user interface design, arbitrary symbols are used in icons, buttons, and navigation elements to provide visual cues and facilitate interaction.
Word and Image:
- Words that pair with imagery, we have to use suitable and relevant images when designing.
- Allows designers to create compelling and effective communication materials that inform, persuade, and inspire audiences across various mediums and platforms.
- Helps capture attention, evoke emotions, tell stories, helps establish a distinctive brand identity.
UNSDG 9: INDUSTRY, INNOVATION, INFRASTRUCTURE
Goal 9 is focused on "Industry, Innovation, and Infrastructure" and aims to build resilient infrastructure, promote inclusive and sustainable industrialisation, and foster innovation. It emphasises the importance of investing in quality infrastructure, including transportation, energy, and communication technologies, to support economic growth and ensure access to essential services. Additionally, the goal seeks to promote inclusive and sustainable industrialisation by enhancing the competitiveness of small-scale industries and upgrading industrial infrastructure. Innovation is pivotal in enhancing tech capabilities, fostering R&D, and expanding ICT access whereas resilience is crucial for sustainable development, which involves building infrastructure and industries able to withstand diverse challenges.
Resilient Companies
Davide Bonazzi
23.39 x 33.11 in
27 October 2020
BVCA Journal
Bonazzi, D. (2020, October 10). BVCA: Resilient Companies. Davide Bonazzi. https://www.davidebonazzi.com/news/bvca-resilient-companies
The artwork 'Resilient Companies,' captures the essence of businesses overcoming challenges during the COVID-19 pandemic, aligning with the principles of UNSDG 9: Industry, Innovation, and Infrastructure. With a towering wave symbolising the challenges brought by the pandemic, four individuals dressed in work attire navigate a boat, showcasing the workforce's resilience and determination. One figure stands upright, symbolising leadership and innovation, breaking through the wave to reveal a serene, sunlit sea with boats sailing peacefully. This transformation demonstrates innovation and adaptability, aligning with UNSDG 9's emphasis on resilient infrastructure and industries, driving sustainable industrialisation, fostering innovation, and ensuring resilience against diverse challenges, including economic downturns, natural disasters, and health crises like pandemics for a brighter future. The design principles applied in this design are contrast, movement, emphasis, the golden ratio, asymmetrical balance, harmony, and scale.
(148 words)
Visual Analysis of the design principles:
Contrast can be seen in colours where the colourful sunlit sea and people compared to the bland dark blue sea and sky also the size of the big wave compared to the size of the small people. Emphasis is placed on the vibrant colours of the people and the sunlit sea which is the focal point of the artwork against the bland dark blue waves and sky in the background "Figure 1.1". The golden ratio is shown through by positioning elements such as the businessmen and the curved structure and strokes of the wave according to the golden ratio template “Figure 1.2”, which is a visually pleasing composition that naturally draws the viewer's eye to key focal points. Movement is shown through the fluid visual flow through the large wave, which guides the viewer's gaze seamlessly through the artwork "Figure 1.3". Asymmetrical balance is shown by featuring one side of the composition contains a dominant element which is the colourful sunlit sea and people, and it is balanced by lesser focal points on the other side which is the different shades of dark blue sea and sky "Figure 1.4". The harmony of colours creates a cohesive visual experience, with each hue complementing the others which evoke a sense of unity within the artwork. Scale emphasises the contrast between the large wave and the small people.
FEEDBACK
Week 2: Elaborate more on the reason why you chose this artwork and how it's related to the UNSDG.
Week 3: It's best to find an artist with their own website and a large portfolio of artwork; otherwise, it may affect tasks 2 and 3.
REFLECTION
Each concept has added depth to my understanding of design. Through hands-on exploration and study, I've learned to wield these principles on crafting designs that not only capture attention but also convey meaning effectively. This journey has not only honed my technical skills but has also fostered a deeper appreciation for the artistry and thoughtfulness that underpin every visual creation. Armed with this newfound knowledge, I am equipped to navigate the complexities of design with confidence, ready to bring ideas to life in visually compelling ways. To conclude, engaging with Davide Bonazzi's "Resilient Business" artwork and its relation to UNSDG 9 has deepened my understanding of both art and sustainable development. It has underscored the importance of interdisciplinary approaches in addressing complex global challenges and highlighted the role of creativity in driving positive change.
FURTHER READING
The Language of Graphic Design: An Illustrated Handbook for Understanding Fundamental Design Principles
Poulin, R. (2018). The language of graphic design: An illustrated handbook for understanding fundamental design principles. Rockport Publishers. March 20, 2024, https://www.perlego.com/book/2066835/the-language-of-graphic-design-revised-and-updated-an-illustrated-handbook-for-understanding-fundamental-design-principles-pdf
Space:
- Space in design refers to intentional use of empty areas within layout.
- It's a strategic tool for balance, hierarchy, and visual harmony.
- Guides viewer's eye, emphasises key elements, enhances readability and aesthetics.
Expression:
Abstraction:
- Utilizes design elements like color, typography, imagery, and layout.
- Evokes specific feelings, provokes thoughts, engages audiences emotionally.
- Reflects personality or brand identity while effectively conveying the intended message.
- Simplifying complex concepts or ideas into more generalized forms.
- It often focuses on essential elements while omitting unnecessary details.
- Used to convey concepts in a universal or symbolic manner.
- Allows for creativity and interpretation, engaging viewers to derive meaning.
Frame:
- Provides structure and boundaries for content or elements within a layout.
- It can be literal, such as a physical border around an image or text, or conceptual, like the overall composition of a webpage or poster.
- Frames help organize information, guide the viewer's attention, and create visual hierarchy.
- They can vary in style, from simple and clean to elaborate and decorative, depending on the design aesthetic and purpose.
Tension:
- The dynamic relationship or contrast between different elements within a composition.
- Creates a sense of visual interest, excitement, or drama by introducing elements that pull against each other.
- Tension can be achieved through various design principles and techniques, such as:
- Contrast: Differences in elements create visual interest.
- Proximity: Placement affects perception of unity or separation.
- Directional Forces: Lines and shapes guide viewer attention.
- Scale and Proportion: Varied sizes add visual dynamism.
- Imbalance: Intentional unevenness creates tension.
- Negative Space: Empty areas influence perception.
- Objective: Engage viewers emotionally through design manipulation
Pattern:
- In nature, patterns often occur as a result of the repeating shape of leaves or petals, the stripes on a zebra, or the ripples in sand dunes.
- Manufactured patterns are often more geometric in nature, such as the checkerboard pattern of a chessboard or the stripes on a candy cane.
- Patterns can be used to create visual interest, add texture, or emphasise a certain area, convey information, such as in a barcode or QR code.
Poulin, R. (2018). The language of graphic design: An illustrated handbook for understanding fundamental design principles. Rockport Publishers. March 20, 2024, https://www.perlego.com/book/2066835/the-language-of-graphic-design-revised-and-updated-an-illustrated-handbook-for-understanding-fundamental-design-principles-pdf
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