Design Principles Task 1: Exploration

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3/2/2025 - 21/2/2025 (Week 1 - Week 3)

Lim Yeng San (0366316)
Design Principles / Bachelor of Design (Hons) in Creative Media / Taylors University
Task 1

TABLE OF CONTENTS
1. INTRODUCTION TO ELEMENTS AND PRINCIPLES OF DESIGN

Elements of Design
  • Point
  • Line
  • Shape 
  • Form
  • Texture
  • Space
  • Colour
Point
- The simplest element of design.
- The movement of a point in a space creates, two-dimensional figures, three-dimensional figures and forms.

Line
- Used to present certain themes such as aggression, passiveness, activeness, staticity and others through different types of lines.
- Can show direction and motion.
- Can set the boundaries of shapes and spaces.
- Can imply volume or solid mass.
- Can be used to depict lighting quality and shadows depending on opacity. Thin lines suggest lighter areas while heavy lines suggest darker areas.

Shape
- The two-dimensional product of created when one of more lines enclose an area.
- Geometric shapes are straight and angular.
- Organic shapes are curved and rounded.

Form
- Three-dimensional shapes.
- Volume is created when form encloses a space.
- In two-dimensional media, form is implied.

Texture
- Tactile qualities of surfaces or the visual representation of tactile qualities.

Space
- The general area or areas within two-dimensional media or three-dimensional objects.
- Can be divided into positive space (filled space) and negative space (empty space).

Colours
Hue: Colours in the colour spectrum.
Value: The lightness and darkness created when either white or black is mixed into a colour.
Intensity: The purest form of a colour without the addition of black and white.

Colour Scheme
Monochromatic: The variations of value and intensity of a hue.
Analogous: Colours that are next to each other on the colour wheel.
Complementary: Colours that opposite each other on the colour wheel.


2. MODULE INFORMATION BOOKLET

Figure 2.1: Module information booklet


3. TASK 1
a) Design Principles
For the first part of the task, we had to explain the meaning of the design principles and the Gestalt Theory according to our understanding of them and provide image examples that relate to them.

Gestalt Theory
According to my understanding, Gestalt Theory refers to the ability of the human eye to perceive complex subjects from looking at simple elements in a design. It also describes how the human eye fuses similar shapes together into a collective picture.

Principle of Similarity - The human eye pieces together elements into an image even when they are separated or placed at different areas of the canvas.

Principle of Continuation - The human eye perceives movement in a design even though the elements are separated.

Principle of Closure - The human eye recognizes a complete image in a design made of incomplete elements. Any missing visual information in the design is filled out by the viewer based on the placement of the elements.

Principle of Proximity - Elements that have relation to each other should be placed close together to show their relationship and create a cohesive unit within the design. Meanwhile, elements with no relation to each other should be placed away from each other in the design. 

Principle of Figure/Ground - How objects are perceived to be in the foreground (front) or the background (back) in a design. This is often achieved by only using very simple elements that only have a few colours.

Law of Symmetry and Order - Objects that symmetrical to each other tend to be grouped together while objects asymmetrical to each other are less likely to be grouped together in a design.

Figure 3.1 displays Gestalt Theory's Principle of Closure. While the black element lacks a certain shape, the viewer would still interpret it as a human as it has enough elements for the viewer to fill in missing visual information.

Fig 3.1: An example of Gestalt Theory's Principle of Figure or Ground from moss51


Contrast
Contrast is the visual difference between two or more elements in a design. It's usually done by making the elements different by giving them different colours, shapes and sizes. Contrast is used to show the relationship between the subjects, give emphasis to the main subject and produce visual interest in the design.

In Figure 3.2, contrast is used by giving two subjects, the eyes and the rest of the face, complementary colours. The eyes of the figure are coloured with hues of yellow while the rest of the face is coloured with hues of blue. As yellow and blue are opposite each other on the colour wheel, this creates the contrast between the two subjects and makes the eyes the immediate focus of the design.

Figure 3.2: An example of a painting that shows the principle of contrast by Carmen Giraldez


Emphasis
Emphasis is the visual hierarchy given to a subject in a design. This is achieved by making the subject visually different from the rest of the elements in the design by giving it a different colour, shape or size. 

For example, Figure 3.3 executes this by making the figure in white distinct from the other figures by giving them an appearance that contrasts the rest of the image. The figure in white is wearing white clothing and showing his face while the rest of the figures in the foreground are wearing black clothing and covering their faces. Thus, this makes the figure in white the main subject and focus of the image.

Figure 3.3: An example of a photo that uses the principle of emphasis from Medium


Balance
Balance is the visual harmony created by the elements to give the design a sense of equality.

Symmetrical Balance - Equal visual weight on both sides of the image causing bilateral balance.

Asymmetrical Balance - Unequal visual weight on both sides of the image. Dominant elements on one side of the image can be balanced by a smaller element on the other side of the image.

The Golden Ratio - A guide used to create visual balance and bring harmony, balance and structure to an artwork.

Rule of Thirds - An image is divided into equal thirds both vertically and horizontally as a visual guide. The subject of the image would be placed at points where the lines intersect or along the lines.

Figure 3.4 shows balance by applying symmetrical balance. The subject of the image is placed directly in the middle of the image creating equal visual weight in both sides of the image as there's a lack dominant elements on either sides of the image.

Figure 3.4: An example of an artwork that uses the principle of symmetrical balance by Ana Dominguez


Repetition
Repetition is the repeated use of an element to create rhythm and pattern in a design. This also involves the use variety to keep the image from being boring.

Figure 3.5 shows the repetition of the same elements while making slight changes to them by changing the angle of each element. The placement of the elements also suggests rhythm and creates an alternating pattern.

Figure 3.5: An example of an image that uses the principle of repetition by Balance Media


Movement
Movement refers to the ability of a design to lead the human eye around an image. This involves the various uses of curves, lines, shapes and forms to create an imaginary line for the human eye to follow.

Figure 3.6 displays movement through the curved lines in the posture of the main subject. This creates an imaginary line starting from subject's head at the top right of the artwork and ending at legs at the bottom right of the artwork for the viewer's eye to follow.

Figure 3.6: Giorno in Spring by Hirohiko Araki


Harmony and Unity
Harmony is the collection of various elements that share a common trait with each other. Unity is a feeling of oneness that occurs when the repetition of certain elements are arranged in balanced composition.

Figure 3.7 comprises of repeated triangle shape elements. While the triangles share the same form, they are each coloured with both hues of blue and yellow which are . Despite that, triangle shapes of either colour are placed together around the entire image creating harmony. Other than that, the inconsistent placement of the blue triangles in both sides of the image creates an asymmetrical balance which shows unity within the design.

Figure 3.7: An example of a design using the principle of harmony and unity by Flatirons Development


Symbol
Symbols are designs that represent a certain meaning through it's visuals.

Pictorial Symbols - Simple artwork that present certain meanings.

Abstract Symbols - Designs that look like the subjects they represent but altered to have less details.

Arbitrary Symbols - Designs that bear no resemblance to the subjects they represent. They are often comprised of simple geometric shapes and colours.

Figure 3.8 is an example of an arbitrary symbol. It's a simple graphic of an eye in the palm of a hand. Although the symbol visually both looks like a hand and an eye, the meaning it represents could be unrelated to it's visuals.

Figure 3.8: An example of an arbitrary symbol by Sarah Kowallik


Word and Image
Word and image is when artwork and text are used together in a design to present certain messages or meanings. Proper typography must be considered to best support the visuals and present the subject matter as best as possible.

Figure 3.9 shows a comic cover of a popular toy brand, Transformers. A character is drawn underneath the Transformers title with an extra line of text next to it. The placement of the extra text leads the viewer's eye down from the top to the middle of the design to read out "The Transformers are all dead". The typography of the extra text also helps the character and environment of the design give out a sinister feeling.

Figure 3.9: The back cover of The Transformers Comic Magazine issue 3 by Mark D. Bright


b) Chosen Artwork
For the second part of the task, we chose an artwork we liked and analyzed the design principles that were used in it.

Figure 3.10: The Fallen Angel by Alexandre Cabanel

Title: The Fallen Angel (L'Ange déchu in French)
Artist: Alexandre Cabanel
Year: 1847
Medium: Oil painting on canvas
Size: 120.50 cm × 196.50 cm

Reason for choosing this painting
The Fallen Angel is my favourite artwork of all time. I'm always drawn to the romanticism of the painting especially the emotion that's presented through the main subject, Lucifer's facial expression and pose to show feelings of rage and anger.

Design principles in the painting
One of the design principles that is used in this painting is contrast. The main subject, Lucifer and the foreground are painted with yellow hues which are warm colours compared to the rest of the figures in the background which are painted with blue hues which are cool colours. The use of these complementary colours sets both spaces apart and makes them distinct from each other. Emphasis is also shown through the different sizes of the figures. The main subject is drawn larger than the rest of the figures in the background, making it the focus of the painting. Finally, the painting presents the principle of movement through the pose of the figure that leads the viewer's eye from the head to the feet at the bottom right of the painting. Overall, the painting displays the design principles of contrast, emphasis and movement clearly.
(184 words)


4. FEEDBACK

Week 1
General feedback: (none given)
Specific feedback: Start working on Task 1.

Week 2
General feedback: Use proper citation, and enlarge the chosen artwork image.
Specific feedback: Elaborate more on the design principles in the example images.

Week 3
General feedback: Fix the citation for the chosen artwork.
Specific feedback: Continue on writing the design principles for the chosen artwork


5. REFLECTION

Experience
As an introduction to the Design Principles module, I felt that this task was a good foundation for it. Personally, it was a good refresher for me as I had enrolled in Foundation in Design before. I liked the task as it reminded me to look more into media and learn the techniques and principles other creators to better understand them and apply them to my own work.

Observation
I've observed a better understanding of design fundamentals through analyzing the example images and the chosen artwork for the design principles that are ingrained in the work.

Findings
I've found inspiration from the example images and the chosen artwork as I felt the design principles presented in them really drive the media to be more interesting and beautiful. It served as a great examples to refer to when creating my own work.



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