Design Principles / TASK 1: Exploration
Daphne Lai Yu Cheng / 0366380
GCD 60804 / Design Principles / Bachelor of Design (Honours) in Creative Media / Taylors' University
Task 1 / Exploration
Week 1-3 (3/2/2025 - 17/2/2025)
Visual Communication
- Conveying information and ideas through visual elements like graphics, symbols, images and videos rather than solely relying on text to evoke a response in viewers.
- Example: Mind maps, illustrations, photographs, presentations and etc.
Elements of Design consist of point, line, shape, form, texture, space, colour, size and value. These elements are used to create and structure visual designs.
Point
Figure 1.1 Yayoi Kusama and Louis Vuitton
- A point or dot is a starting point of a design and the simplest element of design.
- Points can be used to form basic shapes like squares and rectangles, add visual interest by creating focal points and direct the viewer's attention to specific areas. They also contribute to a sense of motion, density or texture and can be combined to create interface elements.
Figure 1.2 White Cave Gallery by 123 Architects (2020)
- Lines can be straight, curved, horizontal, vertical, diagonal, thick, thin, continuous, dashed, or dotted.
- The purpose of lines in design are to create boundaries to separate sections of content or establish structure, guide the eye by directing the viewer's attention to specific areas of a design, create visual interest by adding dynamism through bold borders or subtle dividers and communicate emotion as different types of lines can convey various emotions and meanings.
Figure 1.3 Bauhaus Poster Design
- Geometric shapes are precise and defined forms that have clear edges and consistent structure such as circles, squares, triangles. They are often used in design, architecture and technology due to their regularity and predictability.
- Organic shapes are irregular, free flowing and often asymmetrical forms that resemble those found in nature. Unlike geometric shapes, they lack precise edges and uniformity which gives them a more natural, curvy and informal appearance.
Figure 1.4 Walt Disney Concert Hall by Frank Gehry (2003)
- Form in design refers to the 3 dimensional qualities of a 2 dimensional shape.
- Used to create a sense of realism and depth by adding volume, texture and dimension to flat images. Forms can interact with light and shadow to strengthen the perception of space and perspective.
Figure 1.5 Untitled
- Texture describes how a surface feels or looks like and can be used to create visual interest, add depth and enhance the overall aesthetic appeal of a design.
- Actual texture: Can be physically felt and experienced through touch. Found in fabric, paper or surfaces.
- Stimulated or implied texture: Created visually to appear like a real texture without the tactile sensation. Often used in graphic design, illustration and digital art to mimic the appearance of real textures such as the look of wood, metal or rough surfaces.
Figure 1.6 Kobe Port Museum by Taisei Design Planners Architects and Engineers (2021)
- Space refers to the area that a shape or form occupies.
- Used to enhance readability by providing enough room around text and images which makes the design easier to follow. It highlights key elements by giving them space to stand out and creates balance through proper distribution for a harmonious composition. Space can also be used intentionally to add emphasis by guiding the viewer’s eye through the design.
- Positive space: The space that the subject matter takes up in a composition or filled space in a design.
- Negative space: The space between or around the focal point of an image or background in a design.
Figure 1.7 Untitled
- Colour can convey mood/emotion, meaning, visual interest and help viewers understand how to interact with a design. It helps set the tone of a composition, with colours like red evoking strong emotions such as love, passion or anger. It also indicates relationships between elements and enhances symbolism such as green distinguishing a grassy landscape from a snowy one and directs focus by highlighting important areas within a design.
- Hue is a colour in its pure state such as red, green or blue. Value is the lightness or darkness from white through greys to black. Intensity is saturation or chroma and indicates the purity of a hue.
- Monochromatic uses different shades from a single colour. Analogous which is a group of colours that are next to each other on the colour wheel, they also share the same undertones. Complementary uses 2 colours that are opposite each other on the colour wheel which creates a high contrast look that is pleasing the the eye.
Figure 1.8 Captain America: The First Avenger by Eric Tan
- The relationship between the area occupied by 1 shape to that of the area occupied by another.
- Used to create visual hierarchy, emphasis and convey meaning.
- Guide the viewer's attention, communicate the importance of specific elements and create balance and harmony in a composition by varying the size of elements.
- The lightness or darkness of a colour or an object.
- Used to create mood, depth, contrast, emphasis and focus. It helps set the tone of a composition, establish a sense of space and add dimension. By placing light and dark colours together, value enhances contrast and visual appeal. It also highlights important elements and directs the viewer's attention to specific areas within a design.
- Changes in the lightness or darkness of an object creates a shift in value, it can also occur in colour since hues can be manipulated to become darker or lighter tone/shade.
Figure 1.10 Untitled
- Hierarchy is the choreography of content in a composition to communicate information and convey meaning. Visual hierarchy directs viewers to the most important information first, and identifies navigation through secondary content.
Figure 1.11 Unite to Visualise A Better World
- 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. Alignment creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability. Alignment can also be a powerful means of leading a person through a design.
- Observation
- Analysis
- Interpretation
TASK 1: Exploration Part 1
- Gestalt principles is how the human eye and mind perceives visual information into patterns. Instead of seeing separate individual parts, we naturally group elements into a whole to make it easier to understand what we see. Gestalt theory principles help create clear and engaging designs by becoming guidelines for us to process visuals.
Principles of Similarity
Figure 2.1 Untitled
- Our eyes naturally group elements that look alike to create a sense of connection between them based on shared characteristics such as shape, colour, size or texture. Similarity helps to create organisation which makes it easier to understand and navigate a design. Designers use this principle to guide viewers' attention, create patterns and relationships between different parts of a composition that ensures visual harmony. This principle is often used in UI/UX design to create intuitive layouts by creating buttons of the same colour and shape to navigate the interface effectively.
- In the example shown above, the image uses triangles but in different similar sizes to illustrate the 2 statues of liberty which makes it easier for viewers to understand the design.
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The human eye naturally follow paths, lines and curves, preferably in a continuous flow of visual elements over separated ones. This allows us to perceive connected elements as a unified form. Principles of continuation can guide the viewer's attention along a desired path and create a sense of movement and coherence.
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In the example shown above, the poster features an illustration of an elephant. The curved trunk extends from the top and flows into the side profile of the elephant which plays a role in leading the viewer’s attention. Initially, I thought it was an upside down illustration of a dragon when I first looked at the design.
Principles of Closure
Figure 2.3 Untitled
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The tendency to perceive incomplete shapes or figures as complete. Our minds automatically fill in the gaps when some visual elements have missing parts. For example, when we see a broken circle with gaps, our brain still recognise it as a full circle because they naturally complete the missing parts.
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This principle also creates minimalistic and effective visuals in a design by leaving parts of a shape or figure incomplete. The design can engage viewers to mentally interact and complete the image despite the missing parts.
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In the example shown above, the body of the athlete is not illustrated but viewers are able to picture the athlete's body and clothing.
Principles of Proximity
Figure 2.3 Untitled
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Elements positioned close to each other are perceived as related and form a collective group. Grouping related items together can help users quickly identify their association, enhancing comprehension and navigation in design layouts.
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The process where complex images or patterns are created from the combination of simpler elements. For example, a series of simple shapes arranged in a particular way can lead us to perceive a more complex image such as recognising a face or pattern in a collection of abstract forms. This principle highlights our brain's ability to construct complex perceptions from basic stimuli.
Principles of Figure/Ground
Figure 2.4 Sky and Water I by Maurits Cornelis Escher (1938)
- The human eye has an ability to distinguish objects (figures) from their backgrounds (ground). This principle allows us to focus on specific elements within a scene while reducing other information in the background. Principles of Figure/Ground also highlights our brain's capacity to alternate between different interpretations of an image.
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In the example shown above, the artwork shows how the fishes smoothly transition into birds. In the middle, the birds and fishes start to interlock with each other which allow the viewers to perceive how the birds gradually blend into the sky above and fishes merge into the water below which create a dynamic figure and ground reversal as the composition progresses.
Law of Symmetry & Order
Figure 2.5 Mastercard Logo
- Individuals perceive elements as symmetrical and organised around a central point which leads to a sense of balance and stability. When a design lacks symmetry or appears disordered, viewers might spend additional time and effort attempting to interpret the overall composition which could lead to confusion or misinterpretation so grid systems, balanced layouts and consistent alignment can help to enhance clarity and ensure the visual elements' harmony.
- In the example shown above, the Mastercard logo's balanced design makes it visually appealing, with symmetry on both sides creating a sense of harmony. This structure helps viewers easily recognise the brand after seeing the logo a few times.
- Other Laws: Law of Uniform Connectedness, Law of Prägnanz & Law of Common Fate.
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Figure 2.7 Untitled
- Contrast can be achieved by using colour, shape, texture, size, alignment and fonts. It refers to the use of visually different elements that capture attention, guide the viewer’s eye to a focal point, highlight important information and add variety to a design.
- "Contrast", in Renaissance art, refers to the use of "chiaroscuro" (light and dark in Italian). It's a technique that involves stark contrasts between light and shadow to create depth and dimension in a painting and often highlights the form and volume of figures by dramatically depicting areas of high light against deep shadows to achieve realism in Renaissance art.
- In the example shown above, the poster uses vivid colours, red and blue, to create a strong colour contrast. It uses both warm and cool colours to complement each other, also highlighting the main subjects (fingers and face) in the poster.
Figure 2.8 The Art of Living by Rene Magritte (1967)
- Emphasis directs the viewer's attention to specific elements within a composition and creates focal points that stand out. This principle can be achieved through various techniques such as contrast, size, scale, placement and white space.
- Contrast can be achieved through differences in colour, brightness or texture that helps distinguish an element from its surroundings to make it more noticeable. Size and scale play a role in visual hierarchy as larger elements naturally attract more attention. Precise placement and alignment influence the flow of visual movement that guides the viewer’s eye towards key areas. White/negative space isolates an element which allows it to stand out while maintaining clarity and balance in the overall design.
- I chose the artwork above as an example for emphasis but I find it funny and eye catching but I searched about the meaning of this artwork, "Inside the balloon is a small, simple face that seems mysterious but is actually empty like a plain suit. It hides both small mistakes and bigger secrets, making its ordinary appearance strangely noticeable." (The Art of Living by Rene Magritte (1967)) The outcome of this artwork using emphasis captured my attention and also effectively communicate the intended message.
- Balance describes the even distribution of visual elements such as objects, colours, textures and space to create a sense of stability and harmony within a composition. Achieving balance ensures that no single part of the design overpowers others and creates a aesthetically pleasing visual experience.
Figure 2.9 Untitled by iamyoaz (2024)
Symmetrical balance: Elements are arranged equally on either side of a central axis which creates a mirror image and conveys formality and order.
Figure 2.10 Abstract Composition (Asymmetric) - Original Lithograph by Alexander Calder (1972)
Figure 2.11 Untitled by Otto Treumann
Radial balance: Elements radiate from a central point and distributing visual weight evenly in all directions and creates a circular pattern. This type of balance is commonly seen in designs like mandalas and floral patterns..jpg)
Figure 2.13 Marilyn Monroe series by Andy Warhol (1967)
- Repetition involves the repeated use of visual elements such as colours, shapes, patterns or textures throughout a composition. This repetition demonstrates unity and consistency which guides the viewer's eye and reinforcing the overall design theme. Additionally, repetition can create rhythm, movement and patterns.
- In the example shown above, the main subject (Marilyn Monroe) is repeated 10 times in this composition, each with different colours as incorporating variety within these repeated elements is crucial to maintain interest and prevent monotony.
6) Movement
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Figure 2.14 Untitled
- Movement refers to the way visual elements guide the viewer’s eye through a composition by creating a sense of flow and direction. This can be achieved through lines, shapes and curves that naturally lead the gaze to make static images appear dynamic. Additionally, directional cues such as figures looking in a certain direction, further influence how the audience navigate the design.
- In the example shown above, the image demonstrates movement through the multiple exposures of a ballet dancer in motion which create a sense of fluidity and direction. The repetition of limbs and body positions guides the viewer’s eye to the movement's direction.
7) Harmony & Unity
Figure 2.15 Untitled (2024)
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Harmony refers to the cohesive blending of elements to create a visually pleasing and unified composition. This is achieved by combining related components such as colours, shapes and textures in a balanced manner for both unity and variety.
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Unity is the principle that ensures all parts of a design work together seamlessly and providing a sense of perfection and order, this technique include the use of harmonious colour schemes, consistent shapes and textures and the strategic balance of space (positive and negative).
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- A combination of graphic elements that can be used to represent a brand's identity, communicate its story and influence how consumers perceive it. They can take the form of logos, icons or abstract marks that visually express a brand’s values and message.
Pictorial symbol: Simplified images that closely resemble the objects or concepts they represent which make them easily recognisable. In the example shown above, the symbol shows is a simple image of a cigarette overlaid with a red circle along with a slash indicating do not smoke.
Figure 2.17 Abstract Symbol: Airbnb
Abstract symbol: These symbols do not have a direct visual connection to their subjects and often require interpretation. They use shapes, lines or colours to convey ideas. In the example shown above, the symbol shows connected lines creating a symbol seemingly looking like the alphabet 'A' and the legs of 'A' if rotated -90° looks like the alphabet 'B'. Therefore, AirBnb.
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Figure 2.18 Arbitrary Symbol: Caduceus
Arbitrary symbol: Arbitrary symbols have no visual resemblance to their subjects and rely entirely on cultural or contextual agreements for their meanings. In the example shown above, a scene in 'The Trauma Code: Heroes on Call' showed Dr. Baek's Caduceus tattoo which is the official symbol of the Public Health Service.9) Word and Image
Figure 2.19 BSS SEVENTEEN Teleparty Poster
- Word and Image are powerful tools that work best when used together in a complementary way. Images can add meaning and clarify information while words can explain and illuminate aspects of the image.
- Image is important in design as it allows viewers to relate to a concept or brand when the right visuals are chosen. For words, the choice of typeface and placement of text help create visual hierarchy and balance to create a more effective and cohesive design. It's equally important to pair these visuals with the right words, as this strengthens the message of the design.
- In the example shown above, there are images of the main subjects (idols) along with text displaying the title of the poster design, their names and few information of the poster. Both the words using suitable typefaces and images complement each other well and creates a visually appealing poster design.
10) The Golden Ratio
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Figure 2.20 The Creation of Adam by Michelangelo (1512)
- The Golden Ratio, also known as phi, is an irrational number from the Fibonacci sequence and is often observed in natural patterns such as the spirals of shells. It is used to achieve a perfect proportion, visual harmony and balance in an artwork or design.
- In the example shown above, the golden ratio spiral shows how the composition naturally guides the viewer’s eye and creates a sense of movement from Adam to God to also emphasise their fingers almost touching as the focal point. This artwork also shows asymmetrical balance.
11) Rule of Thirds
Figure 2.21 Untitled (2016)
- The Rule of Thirds is a fundamental composition technique that enhances the visual appeal and balance of an artwork by dividing the canvas into 9 equal sections using 2 horizontal and vertical lines. The key elements as positioned along these lines or at their intersections, this approach moves the focal point away from the center.
- Rule of Thirds are used in various art forms such as photography, painting and design, it guides the viewer's eye through the artwork to foster a natural flow and emphasise the most important aspects of the piece. This technique transforms static images into lively and harmonious visuals to enhance the overall aesthetic experience.
- In the example shown above, the main subjects (cat) is away from the center, on the right side of the 9 sections which creates a more dynamic and engaging in the overall composition.
12) Scale & Proportion
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Figure 2.22 aespa the 4th Mini Album 'Drama' by Yoon Ji Yong (2023)
- Scale refers to how large or small an object is in relation to the real world while proportion is the relationship between different parts of a design or structure to ensure harmony and balance.
- Selecting appropriately sized furniture creates a comfortable and harmonious space (Interior Design). Adjusting text sizes establishes visual hierarchy to make key elements stand out (Graphic Design). Maintaining accurate proportions in character design enhances realism (Illustration).
- In the examples shown above, the main subjects (idols) are larger compared to the surrounding buildings in their concept photos. I find this kind of concept very unique as it explores scale and proportion to create surrealistic photos. It is also an interesting way to use scale and proportion creatively.
TASK 1: Exploration Part 2
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Figure 3.1 Café Terrace at Night (1888) by Vincent Van Gogh
Title of Artwork/Design: Café Terrace at Night
Artist/Designer's Name: Vincent Van Gogh
Size: 80.7 cm × 65.3 cm (31.8 in
× 25.7 in)
Medium of the Artwork/Design: Oil on Canvas
Source: https://en.wikipedia.org/wiki/Caf%C3%A9_Terrace_at_Night
The artwork I chose is Café Terrace at Night by Vincent Van Gogh because his artworks never failed to fascinate and mesmerise me since young, his art style and personal story make his artworks even more captivating. What I admire most about this painting is how Van Gogh captured the atmosphere of the café at night from his own perspective which makes it an immersive experience for me as a viewer.
One of the most eye catching aspects of this artwork is the strong contrast between warm and cool colours. Van Gogh uses deep blues for the starry night sky and surrounding buildings while using shades of orange, yellow and green for the café's glows to create a luminous effect. This contrast draws the viewer’s eye to the café which makes it the focal point of the composition. Additionally, he also used lines, space and perspective to add depth and guide viewers into the scene.
Despite the strong colour contrasts, the painting feels harmonious. To me, it portrays a peaceful and dreamlike feeling. The people in the café are not the focus but it's the glow that conveys a sense of warmth and comfort amidst the night’s darkness.
(198 words)
Contrast
Figure 3.2 Colour Contrast
- Van Gogh used vivid and complementary colours to create a strong contrast in this artwork. Shades of blue were used for the starry night sky and surrounding buildings in contrast to the illumination of the café, which features warm colours like orange and yellow with a slight green to portray a positive and joyful mood, also creating light and shadows.
- Artist's Statement: Van Gogh mentioned that "I believe that an abundance of gaslight, which, after all, is yellow and orange, intensifies blue." (Source: https://www.vincentvangogh.org/cafe-at-night.jsp)
Emphasis
Figure 3.3 Emphasis (Focal Point)
- Van Gogh made the café the focal point of this artwork by using bright colors to emphasise it against the surrounding dark buildings and alleyway. The bright and glowing café really stands out in the artwork.
Movement
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Figure 3.3 Movement (towards a point)
- This artwork uses straight lines and diagonal perspective (1 point perspective) in order to create movement that leads the viewer's eye and immerses them into the artwork. This perspective guides attention to the movement from the brightly lit terrace to the darker alleyway.
Balance
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Figure 3.4 Balanced and Repetitive Brushstrokes
- This artwork uses asymmetrical balance by painting the brighter elements on the left side which is the café's glow that uses shades of orange, yellow and greens to draw viewer's attention to the activities in the café's.
- Aside from balance in the composition, the brushstrokes he did in this artwork are balanced and repetitive which are vertical and linear brushwork for the buildings and walls, diagonal brushwork for the café ceiling, cross hatch brushwork for the skies and slightly curved horizontal lines for the ground.
Harmony
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Figure 3.5 Harmony Elements
- Van Gogh creates a harmonious contrast by using warm and cool colours that enhances the visual balance of the artwork while making the scene feel both lively and peaceful. The stars and deep night sky add a sense of tranquility that creates a peaceful atmosphere.
- Artist's Statement: Vincent Van Gogh wrote that “I often think that the night is more alive and more richly coloured than the day.” (Source: https://simplykalaa.com/cafe-terrace-at-night/)
Fun fact: The positions of the stars in the night sky of Café Terrace at Night is accurate according to astronomical data.
General Feedback: Task 1 briefing.
Week 3 (17/2/2025)
General Feedback: Task 2 briefing. Be particular about the layout of our blog to ensure tidiness.
Specific Feedback: Task 1 is on the right track. Good selection of artwork. Good start on Task 1, can add more explanations. Dr Charles also mentioned that he likes ambiences like my chosen artwork, Café Terrace at Night by Vincent Van Gogh!
Having completed the first task in Design Principles, I have gained a much better understanding of design elements and principles. Initially, I found it challenging to differentiate between them, but after watching lectures and attending tutorial classes, I found them easier to grasp.
I particularly find the Gestalt theory interesting as it explores how the human brain perceives an artwork and design which is something I had not learned about before. Task 1 was both interesting and knowledgeable as it required us to elaborate on our understanding of design principles and select an artwork or design to conduct a visual analysis.
I enjoyed analysing my chosen artwork as I have always loved Van Gogh’s artworks. I used to view his works on a surface level, but I discovered that his artwork incorporates several design principles and carries deeper meaning through analysis. Overall, this task had its ups and downs but I am definitely looking forward to the next task.
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