02.06.2024 - 02.20.2024 / week 1 - week 3

Velicia Raquel Dewi Setiawan | 0369188 | Bachelor of Design (Honours) in Creative Media

Design Principles

JUMPLINK:

1. LECTURE

Week 2 - Recorded (Feb 13, 2024)

1. INTRODUCTION ELEMENTS &; PRINCIPLES OF DESIGN

Visual communication is about utilizing design to convey purposeful messages to a target audience as such the design must be well thought out and executed.

Elements of design - Individual building blocks

Point
Line
shape
Form
texture
Space
color

The principles of design - Organisational that result from or guide the arrangement of the elements

Contrast
Balance
Emphasis
Rules of thirds
Repetition
Pattern
Rhythm
Movement
Hierarchy
Alignment
Harmony
Unity
Proportion

1. Point

The simplest element of design
Used as a repetitive mark to form a line
As points move in space, two and three-dimensional figures are created

2. Lines

Active or static, aggressive or passive, sensual or mechanical
Indicate directions, boundaries of shape and spaces, imply volumes or solid masses, suggest motion or emotion
Grouped to depict qualities of light and Shadow and to form patterns and textures

Figure 1.1 Week 3 (02/22/2024) Lines.

3. Shape

Expense within the outline of the two-dimensional area or the three-dimensional object
Visible when a line or lines enclose an area or when an apparent change in value (lightness or darkness) color or texture sets an area apart from its surroundings
Categories of Shapes
Geometric Circles Squares Triangles
Organic regular often curving or rounded and seems relaxed and more informal than geometric shapes

Figure 1.2 Week 3 (02/22/2024) Shape.

4. Form

A three-dimensional area
Form Encloses Space Called Volume
A major element in sculpture and architecture
In two-dimensional media, the form must be implied

Figure 1.3 Week 3 (02/22/2024) Form.

5. Texture

Tactile qualities of surfaces or the visual representation of those qualities
Categories of Texture
Actual texture = can be experienced by touch
Simulated or implied texture = created to look like the real texture

Figure 1.4 Week 3 (02/22/2024) Texture.

6. Space

The indefinable general receptacle of all things
In drawings, prints, photograms, and paintings, we see the space of the surface all at once
The actual space of each picture's surface is defined by its edges the two dimensions of height and width
Within limited boundaries, an infinite number of spatial qualities can be implied

Figure 1.5 Week 3 (02/22/2024) Space.

Space in the three-dimensional sense is experienced when we are in it, with our positions to other people, object surfaces, and voids at various distances
Outside we experience mass
Inside we experience a volume

Figure 1.6 Week 3 (02/22/2024) Space.

Space or depth refers to the area that a shape or form occupies space can be defined as positive(filled space) or negative(empty)
The illusion of a three-dimensional space can be suggested through the depth
Achieved by overlapping images the variation of sizes, placements, and perspective

Figure 1.7 Week 3 (02/22/2024) Space.

7. Colour

Color is the visual byproduct of the spectrum of light as it is either transmitted through a transparent medium or as it is absorbed and reflected off a surface
Color is the light wavelength that the human eye receives and processes from a reflected source
Each of the millions of colors human beings can distinguish is identifiable in terms of just three variables

Figure 1.8 Week 3 (02/22/2024) Colour.

Hue: Colours of the spectrum (yellow, green)
Value: refers to the lightness or darkness from white through Greys to black

Figure 1.9 Week 3 (02/22/2024) Value.

Black and white pigments can be important ingredients in changing color values. White added to a hue or color produces a tint. Adding gray to a hue would result in a tone. Black added to a hue produces a shade of that hue.
Figure 1.10 Week 3 (02/22/2024) Value.

Intensity: is also called saturation or chroma it refers to the purity of a hue.

Pure hue is the most intense form of a given color, it is the hue in its highest saturation, in its brightest form
With pigments (black white, or gray) of another hue added to a pure hue, its intensity diminishes and is dulled.
Figure 1.11 Week 3 (02/22/2024) Intensity.

Color groupings that provide distinct color harmonies are called color schemes
Monochromatic color schemes are based on variations in the value and intensity of a single hue
Analogous color schemes are based on colors adjacent to one another on the color wheel each containing the same pure hue
Complementary color schemes emphasize two cues directly opposite each other on the color wheel

Figure 1.10 Week 3 (02/22/2024) Color Wheel.

Figure 1.10 Week 3 (02/22/2024) Color Schemes.

2. CONTRAST & GESTALT THEORY

1. Contrast

Contrast is the juxtaposition of strongly dissimilar elements
Without contrast, the visual experience would be monotonous
Contrast can provide visual interest, emphasize a point, and express content

Figure 2.1 Week 3 (02/22/2024) Contrast.

2. Gestalt Theory

The human brain is wired to see patterns logic and structure
"Gestalt" refers to "shape" or "form" in German
Gestalt principles or laws are rules that describe how the human eye perceives visual elements
These principles aim to show how complex scenes can be reduced to more simple shapes
Aim to explain how the eyes perceive the shapes as a single United form rather than the separate simpler elements involved

Principle of Similarity

The human eye tends to perceive similar elements in a design as a complete picture shape or group even if those elements are separated

Figure 2.2 Week 3 (02/22/2024) Gestalt Theory.

The brain crafts a link between elements of a similar nature

Principle of Continuation

The human eye follows the past lines and curves of a design and prefers to see a continuous flow of visual elements rather than separated objects

Figure 2.3 Week 3 (02/22/2024) Principle of Continuation.

Principle of Closure

The human eye prefers to see complete shapes if the visual elements are not complete, the user can perceive a complete shape by filling in missing information
Figure 2.4 Week 3 (02/22/2024) Principle of Closure.

Principle of Proximity

The process of ensuring related design elements are placed together, any unrelated items should be spaced apart
Proximity indicates that items are connected or have a relationship with each other and become one visual unit which helps to organize or give structure to a layout

Figure 2.5 Week 3 (02/22/2024) Principle of Proximity.

Principle of Figure/Ground

Objects are instinctively perceived as being either in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground)
Figure 2.6 Week 3 (02/22/2024) Principle of Figure/Ground.

Law of Symmetry &; Order

Elements that are symmetrical to each other tend to be perceived as a unified group
Similar to the law of similarity this rule suggests that objects that are symmetrical with each other will be more likely to be grouped than objects not symmetrical with each other

Figure 2.7 Week 3 (02/22/2024) Law of Symmetry &; Order.

Other laws that you can look up:

3. BALANCE & EMPHASIS

1. Balance

Balance refers to the distribution of visual weight in a work of design
It is the visual equilibrium of the elements that causes the Total Image to appear balanced
Balance can be symmetrical or asymmetrical

Symmetrical Balance

Has equal weight on equal sides of a centrally placed fulcrum
The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in the bilateral balance
Arranging elements equally around a central point results in radial balance
Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum lin6

Figure 3.1 Week 3 (02/22/2024) Symmetrical Balance.

Asymmetrical Balance

Unequal visual weight on each side of the composition
One side of the composition may contain a dominant element which could be balanced by a couple or more lesser focal points on the other side
More dynamic and interesting, it evokes, feelings of modernism, movements, energy, and vitality
Asymmetrical balance offers more visual variety although it can be more difficult to achieve because the relationships between elements are more complex
Figure 3.2 Week 3 (02/22/2024) Asymmetrical Balance.

The Golden Ratio

The golden section is a mathematical concept and a number that goes indefinitely
The ratio itself comes from the Fibonacci sequence
The naturally occurring sequence of numbers that can be found everywhere (number of leaves on a tree, shape of a seashell)
Over the centuries many have perceived the golden ratio as the representative of perfect beauty or is uniquely found throughout nature
Guide to creating visual balance in architecture and paintings
Used to bring Harmony balance and structure to one's work
Figure 3.3 Week 3 (02/22/2024) The Golden Ratio.

Rule of Thirds

Composition guidelines to create more dynamism in a work of design
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 those lines itself
Figure 3.4 Week 3 (02/22/2024) Rule of Thirds.

2. Emphasis

Create dominance and focus in the design work
Various elements can be used to create emphasis (color, shapes, or value)

Figure 3.5 Week 3 (02/22/2024) Emphasis.

Bradley, S. (June 2015). Design Principles: Compositional, Symmetrical, And Asymmetrical Balance. Smashing Magazine. https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/

Preble, D., Preble, S. &; Frank, P.L. (2013). Artforms (11th ed.). New York: Pearson Education.

https://nicholastinelli.com/the-golden-ratio-origin-of-the-rule-of-Thirds/

https://www.invisionapp.com/inside-design/golden-ratio-designers/

https://www.youtube.com/watch?v=c8ccsE_lumM

https://www.youtube.com/watch?v=HMjvvltQpmw

4. REPETITION &; MOVEMENT

1. Repitition

Make a Work of Design Seem Active
Creates rhythm and pattern within the work
Variety keeps rhythms exciting and active, avoid monotony
Increase visual excitement by enriching surface interest

Figure 4.1 Week 3 (02/22/2024) Repitition.

2. Movement

The way a design leads the eye in, around, and through a composition
Motion or movement occurs when objects seem to be moving
Movement comes from kinds of shapes, forms, lines, and curves

Figure 4.2 Week 3 (02/22/2024) Movement.

3. Hierarchy

Choreograph content in a composition to communicate information
Directs viewers to the most important information first, then identifies through secondary content
Figure 4.3 Week 3 (02/22/2024) Hierarchy.

4. Alignment

Placement of elements in a way that edged line up along common rows or columns, or their bodies become a common center
Creates a sense of unity and cohesion, which contributes to design aesthetics and perceived stability
Powerful means of leading a person through a design

Figure 4.4 Week 3 (02/22/2024) Alignment.

Poulin, R. (2018). The Language of Graphic Design Revised and Updated: An Illustrated Handbook for Understanding Fundamental Design Principles. Quarto Publishing Group USA Inc. (Request e-Book from the library)

https://www.researchgate.net/publication/281811102 Information Design-Principles and Guidelines

https://www.interaction-design.org/literature/topics/visual-hierarchy

5. HARMONY & UNITY

1. Harmony

Harmony involves the selection of elements that share a common trait
Harmony becomes monotony without variety
Harmony is the sense that all of the elements of your design fit together

Figure 5.1 Week 3 (02/22/2024) Harmony.

*Variety is about a change or slight difference in elements and objects in the composition to avoid a boring composition variety can also involve varying angles exposure composition.

2. Unity

Unity refers to the repetition of particular elements throughout your design, whether they are colors shapes, or materials, to pull the look together
Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme
Unity and Harmony may sound similar they each play distinct roles in the way we experience design

Figure 5.2 Week 3 (02/22/2024) Unity.

Figure 5.3 Week 3 (02/22/2024) Unity.

Scale and Proportion
Through the centuries, designers have used scale and proportion to depict or distract from the ideal
Figure 5.4 Week 3 (02/22/2024) Scale and Proportion.

Scale

Scale is the size of one object to the other objects
Refers to the size and dimension of figures and forms relative to a specific scale can be determined in two ways
Actual measurement and visual estimates unit of measure
Architectural drawings and scale models are examples of Applied use of scale
Proportion refers to the size of the parts of an object in relationship to other parts of the same object
Used to specify or illustrate details based on the relative sizes of objects

Figure 5.5 Week 3 (02/22/2024) Scale.

Substantial deviation from a normal scale relationship, create dramatic results and visual interest in the design or composition

Proportion

Refers to the size of the parts of an object in relationship to other parts of the same object
Relationship of two or more elements in the composition and how they compare to one another concerning size color quantity degree setting
Proportion is said to be harmonious when a correct relationship exists between the elements, concern, size, or quantity
The effective use of proportion in design often results in Harmony and unity

Figure 5.6 Week 3 (02/22/2024) Proportion.

https://www.researchgate.net/publication/281811102 Information Design-Principles and Guidelines

6. SYMBOL, WORD & IMAGE

1. Symbol
.
Figure 6.1 Week 3 (02/22/2024) Symbol.

Pictorial Symbols

Related images and Simplified Pictures

Figure 6.2 Week 3 (02/22/2024) Pictorial Symbol.

Abstract Symbols

Look like the objects that they represent but have fewer details

Figure 6.3 Week 3 (02/22/2024) Abstract Symbol.

Arbitrary symbols

No resemblance at all to the objects or the ideas they represent
Invented with the meaning constructed many are based on geometric shapes and colors

Figure 6.4 Week 3 (02/22/2024) Arbitrary Symbol.

2. Word &; Image

Imagery is a vital part of design
Users and viewers can relate to a concept or a brand if the right images are used
Therefore, it is important to use suitable and relevant images when designing
Choosing the right words to pair with imagery is of high importance as it would deepen the meaning of the design
Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance
typography is the design and arrangement of text to convey a message or concept

Figure 6.4 Week 3 (02/22/2024) Word &; Image.

2. INSTRUCTION

Requirements

Include this MIB.

Recap the design principles listed below:

Gestalt theory
Contrast
Emphasis
Balance
Repetition
Movement
Harmony &; Unity
Symbol
Word and Image

Pick and briefly describe one goal from the United Nations' Sustainable Development Goals (UNSDGs).

Select an existing art/design work that revolves around that goal of your choice. Beneath the image, include the credit line of the art/design work (title of art/design work, artist's/designer's name, year, size, medium, source link). Some works may not have all these but provide as complete as possible.

Explain, in about 100-150 words, why you chose that design to the UNSDG goal and list the design principles you observed in that design.

WORK PROGRESS: Discuss and show your progress to your lecturer during class.

Submission

Task 1 blog link (make sure it is under the label of Design Principles GCD60804)

3. Task 1 - Exploration

1. Research

Figure 3.1 Week 3 (02/22/2024) 17 Goals.

According to the United Nations website, 17 goals were made in 2015 to tackle the many problems the earth is facing. In this task, we are required to choose one goal and an art piece related to that goal.

Figure 3.2 Week 3 (02/22/2024) Goal 13 Climate Action.

After looking at the goals, I chose Goal 13 which is to limit and adapt to climate change. With rising greenhouse gas emissions, climate change rates rising much faster. Its impacts can be devastating and include extreme changes in temperature around the world, rising sea levels, and animals like polar bears going extinct.

2. Goal Description

From what I can gather the mission of this goal is to strengthen resilience and adaptive capacity to climate-related hazards and natural disasters, Integrate climate change measures into national policies, and improve education and awareness on climate change such as mitigation, adaptation, acts to reduce it and early warning

Figure 3.3 Week 3 (02/22/2024) Goal 13 Climate Action Infographic.

3. The Selected Existing Art/Design Work

Meet the winners of NAE-UNICEF Visual Arts Competition | Voices of Youth

Figure 3.4 Week 3 (02/22/2024) Selected Artwork.

Artist: Helen Yu
Title: Earth in The Steamer
Year: 2021
Size: 24 x 36 in
Medium: Acrylic
Link Source: https://www.voicesofyouth.org/blog/meet-winners-nae-unicef-visual-arts-competition https://www.eventeny.com/company/product/?p=166201

4. Explain and Identify

1. Observation

The artwork is in portrait format. In the bottom right, there is a stack of steamers with the earth inside it. In the top left there's a hand-holding kettle pouring hot water over the melting earth. The bottom is filled with steam and muted dark colors as backgrounds give a somber vibe to the artwork.

2. Analysis

The design is asymmetrically balanced. The balance of equal weight between top and bottom, left and right with enough positive and negative space across all of them. The artwork follows the Rule of thirds grid, with the hand pouring water over the earth guiding the eye movement from top to bottom.

Figure 4.1 Week 3 (02/22/2024) Analysis.

There's a contrast between the white kettle and dark background and complementing colors in the blue earth and the orange steamer, causing unity in the overall composition as objects and colors are arranged in a way that cohesively complements each other.

Figure 4.1 Week 3 (02/22/2024) Analysis.

3. Interpretation

For year 2021 UNICEF Visual Arts Competition, students from Nord Anglia Education (NAE) schools were asked to reflect on which aspect of Climate Change was most important to them and depict this artistically, taking inspiration from the UNICEF Sustainable Development Goals 13 (Climate Action), 14 (Life Below Water) and 15 (Life on Land). One of the winning piece is this artwork by Helen Yu.

One of the largest causes of climate change is the greenhouse effect, where the earth's atmosphere traps the heat radiated from the earth's surface, but with the increase of the CO2 gas, the earth's Atmosphere is trapping more heat than necessary causing global warming. This mechanic is similar to the way a steamer works by trapping hot air inside to cook food inside. In the artwork, the earth is portrayed to be "steamed" by us humans as it is placed inside a steamer and poured hot water over it. Same as us humans right now using technology and doing stuff that increases the CO2 gas.

4. Feedback

Week 2: none (absent with permission)

Week 3: Mr said that I already started on the 2 task.

5. Reflection

1. Experience

I won't lie I procrastinated on this for too long and I was on duty for my country's election here. So I rushed doing this task and did not enjoy or process the information thoroughly. Even so, I still got a lot of valuable lessons from learning the basic principles of design.

2. Observation

Usually, we see artwork and know roughly what it means, but through this task, we are forced to observe more meticulously and write down a more cohesive and detailed interpretation of the design. I thought this lesson was important as we often underestimated the meaning of design intended by the artist and reduced it to just one or two words of the general topic the design falls under.

We were given many topics to choose from and to find an artwork best representing it. everyone chooses different topics and even if they did choose the same one the artwork they chose would be different. Shows how people interpret design differently but still fall under the same topic.

3. Findings

Each artist made their artwork with a message to deliver and they used various design principles to make their design cohesive and engaging to the viewer. These principles give the artwork the impact it needs to deliver the message to the viewer.

Design Principles GCD60804 Task 1 (Exploration)