Design Principles Task 1 - Exploration
Design Principles Task 1 - Exploration
Zhang Wan Ru /0368214
04/02/2025——21/02/2025
Design Principles / Bachelor of Design in Creative Media / Taylors University
Task 1 - Exploration
Lecture
Elements of design（Individual “building blocks”）
-Point
-Line
-Shape
-Form
-Texture
-Space
-Color
Principles of design （Organisational fundamentals）
-Contrast
-Balance
-Emphasis
-Rules of Third
-Repetition/Pattern/Rhythm
-Movement
-Hierarchy
-Alignment
-Harmony
-Unity
-Proportion
Introduction : Elements and Principle of Design
Topic 1.1 - Introduction to Elements and Principles of
Design
1. Point
Points are the most basic elements in design. Repeated points form lines, and the movement of points in space can form various two-dimensional and three-dimensional shapes.
Points are the most basic elements in design. Repeated points form lines, and the movement of points in space can form various two-dimensional and three-dimensional shapes.
2. Line
-Characteristics of lines
Lines can be dynamic or static, aggressive or gentle, sensual or
mechanical.
-Functions of lines
Indicate direction, define the boundaries of shapes and spaces.Suggest volume or solid mass, express movement or emotion. Combined use can show light and shadow effects, and form patterns and
textures.
3. Shape
-Definition of shape
Shape refers to the space within a two-dimensional outline or the
volume of a three-dimensional object.
Shape becomes visible when lines enclose an area or when a certain
area is distinguished from its surroundings due to changes in light,
color, or texture.
-Classification of shapes
Geometric shapes: such as circles, squares, triangles, etc., are
usually precise and regular.
Organic shapes: more natural, irregular, and similar to forms found
in nature.
4. Form
-The difference between shape and form
A two-dimensional area is called a shape, and a three-dimensional
area is called a form.
When a form encloses a space, the space is called a volume.
-Application of form
Form is an important element in sculpture and architecture.
In two-dimensional art such as painting, illustration, and sketching,
form needs to be implied through techniques such as (light and shade,
perspective, etc.)
5. Texture
-In visual communication design, texture refers to the
tactile qualities of surfaces or to the visual representation of those
qualities.
-All surfaces have textures that can be experienced
by touching or through visual suggestion.
-Two categories of texture - actual (experienced by touch)
& simulated or implied (created to look like the real
texture).
6. Space
Space is a container for everything, seemingly empty but omnipresent. In painting, photography and design, space is defined by the boundaries of the picture, with height and width forming two-dimensional space, but still creating a sense of infinite space. Three-dimensional space is perceived through the relative positions of people and objects, with mass on the outside and volume on the inside. In graphic design, space can be divided into positive space (filled area) and negative space (empty area), and the illusion of depth can be presented through overlap, size changes, position arrangement and perspective relationships.
7. Colour
Colour is a visual product of the spectrum, formed by light passing through a transparent medium or being absorbed and reflected by an object. The wavelength of light received by the human eye determines the colour.
Colour is defined by three variables:
-Hue：(spectral colours such as yellow and green),
-Lightness：the degree of lightness and darkness from white to black, adding white to form light colours, adding gray to form intermediate colours, and adding black to form dark colours),
-Purity-(also called saturation, which refers to the vividness of the colours). The purest colours is the highest saturation state unaffected by other pigments, and the colours becomes dull when black, white or gray are added.
Colour groupings that provide distinct colour harmonies are called colour schemes.
• Monochromatic colour schemes are based on variations in the value and intensity of a single hue.
• Analogous colour schemes are based on colours adjacent to one another on the colour wheel, each containing the same pure hue.
• Complementary colour schemes emphasise two hues directly opposite each other on the colour wheel.
LEC 1 : Topic 1- Contrast and Gestalt Theory Contrast & Gestalt Theory
1.Contrast
-Definition of contrast
Contrast is the juxtaposition of strongly different elements to create
visual impact.
-Function of contrast
Increase visual interest and avoid monotony.
Highlight the key points and enhance the expression of content.
2.Gestalt Theory
-Gestalt Principles
The human brain naturally prefers patterns, logic, and structure."Gestalt"
means "shape" or "form" in German.These principles explain how the human
eye simplifies complex scenes into simple shapes and sees scattered
elements as a whole.
-Main Principles
Similarity: Similar elements are perceived as a whole, even if they are
separated from each other.
Continuity: The human eye tends to follow paths, lines, or curves, and
likes a coherent visual flow.
Closure: Even if a shape is incomplete, the human eye will automatically
fill in the missing parts to form a complete image.
Proximity: Related elements should be arranged close together, while
unrelated elements should be separated. Close elements are perceived as a
visual unit, which helps to structure the layout.
Figure-Background: The human eye distinguishes objects into foreground
(subject) and background.
Symmetry: Symmetrical elements are more easily classified as the same
group and have a stronger sense of unity than asymmetrical elements.
LEC 2 : Topic 2 - Balance & Emphasis
1.Balance
-Visual Balance
Visual balance refers to the distribution of visual weight in a design so
that the overall image is balanced.
- Symmetrical Balance:Visual weight is evenly distributed on both sides of
the central axis, which can be bilaterally symmetrical or radially
symmetrical.Approximate symmetry refers to the arrangement of similar but
not identical elements around a central axis.
- Asymmetrical Balance:Unequal visual weight, one side may have a dominant
element, while the other side is balanced by multiple secondary
elements.More dynamic, creating a sense of modernity, vitality and energy,
but more difficult to control.
- Golden Ratio
A mathematical ratio derived from the Fibonacci sequence (approximately
1.618) that is widely found in nature.It has long been considered a
representative of aesthetics and is used in architecture, painting and
design to enhance visual harmony.In graphic design, illustration and digital
art, the golden ratio can enhance the balance and appeal of works.
-Rule of Thirds
A composition guideline used in design, photography, film and painting.The
picture is divided into thirds horizontally and vertically, and the subject
should be placed at the intersection or along the dividing line to increase
the dynamic and beauty of the picture.
2.Emphasis
-Definition
Emphasis is used to create dominance and focus in a design, making a part or
element stand out.
-Means
Emphasis can be created through elements such as color, shape or light and
dark to achieve visual dominance.
LEC 3 : Topic 3 - Repetition & Movement
1.Repetition
-Effects
Repetition can make a design look more dynamic. Repetition of design
elements creates rhythm and pattern in a design.
-Importance of Variation
Variation is key to keeping the rhythm active and interesting, and
avoiding monotony.
-Effects of Pattern
Patterns add visual excitement by enriching the surface details.
2.Movement
Visual guidance is the way the eye is guided in a design, with paths guiding
the viewer through the composition.Movement or dynamics occur in a visual
image when objects appear to move.The use of shapes, lines, and curves
creates a sense of movement.
-Hierarchy
Hierarchy is the arrangement of content in a design, intended to convey information and meaning.Visual hierarchy guides the viewer to focus on the most important information first, and identifies navigation paths to secondary content.
-Alignment
Alignment is the way elements are arranged, ensuring that edges align on common rows or columns, or that the center lines of elements align.Alignment creates a sense of unity and cohesion, contributing to the overall beauty and stability of the design.Alignment can also effectively guide the viewer through the design, enhancing the visual experience.
Hierarchy is the arrangement of content in a design, intended to convey information and meaning.Visual hierarchy guides the viewer to focus on the most important information first, and identifies navigation paths to secondary content.
-Alignment
Alignment is the way elements are arranged, ensuring that edges align on common rows or columns, or that the center lines of elements align.Alignment creates a sense of unity and cohesion, contributing to the overall beauty and stability of the design.Alignment can also effectively guide the viewer through the design, enhancing the visual experience.
Task1
Requirements：
Describe each of the design principles listed below and select suitable
design examples to demonstrate your understanding.
Select an art/design work that piques your interest.
Upload the image of the art/design work (JPEG file, min. A4
size, 300dpi) in your Task 1 blogpost.
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 of the art/design work and the source).
In this part, we will analyze the following design principles. For
these design principles, we need to choose appropriate design examples
to demonstrate our understanding.
• Gestalt theory
• Contrast
• Emphasis
• Balance
• Repetition
• Movement
• Harmony & Unity
• Symbol
• Word and Image
1. Gestalt theory
-Human brain is wired to see patterns, logic, structure.
-Rules that describe how human eye perceives visual elements.
-Aim to show how complex scenes can be reduced to more simple shapes.
-Explain how the eyes perceive the shapes as a single, united form
rather than the separate simpler elements involved.
Main principles
-Similarity:
The human eye tends to perceive similar elements in a design (e.g., color,
shape, size, texture, orientation, etc.) as a group or a whole.
Our brains seem to make connections between elements of similar nature.
Fig 1.1 Similarity, Week1
(3/2/2025)
Fig 1.2 Similarity, Week1 (3/2/2025)
-Proximity:
Points that are closely arranged are perceived as a group, while scattered
points are seen as separate.
Make sure to place related design elements together.
Fig 1.4 Proximity ,Week1(3/2/2025)
Fig 1.3 Proximity,Week1(3/2/2025)
-Closure:
The human eye prefers to see complete shapes.
When elements are combined into an incomplete shape, people's naked eyes
will automatically fill in the missing parts and perceive it as a complete
shape.
A circle that is not completely closed will still be seen as a circle.
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Fig 1.4 Closure,Week1(3/2/2025)
-Continuity:
The human eye tends to see elements as continuous forms.
-This Christmas card designed by Publicis Singapore demonstrates the
principle of continuity. The thin green
line of a sharpened pencil helps guide the eye from the top of the
composition to the bottom, creating a
Christmas tree shape in an unconventional way.
Fig 1.5 Continuity,Week1(3/2/2025)
-Figure and background:
The subject (figure) and the background are distinguished when perceiving.
This poster for the film “Peter and The Wolf” exemplifies the great
creative potential in using the figure- ground principle to your benefit. On one hand, you get the image of a
long wolf’s body. When you shift to looking at the white in the
image (previously ground) as figure, you immediately spot a man’s
silhouette — which we can assume is Peter’s.
Fig 1.6 Figure and background,Week1(3/2/2025)
-Common fate:
Elements that move in the same way are seen as a group.
What people can see with their naked eyes is that all the directions are
consistent.
In this poster for Street Scene, an American opera by Kurt Weill, the
grey letters are perceived as part of the same content block (title)
because they are not only similar (see Similarity principle above), or
tightly kerned (Proximity above), but also apparently moving in the same
direction.
Fig 1.7 Common Fate,Week1(3/2/2025)
2.Contrast
-By creating differences, certain elements stand out from the rest.
-It can add layers to the design, making the image richer and deeper.
-It can attract the audience's attention and focus on the key information
in the design.
-Appropriate contrast can improve the readability of text or information,
making it easier to understand.
Fig 1.8 Contrast,Week1(3/2/2025)
3.Emphasis
-The core purpose is to make some elements in the design appear more
important or eye-catching.
-It can guide the audience's eyes to browse the content as the designer
intended.
-It ensures that important information is not overlooked, thereby
improving the communication effect of the design.
-It helps the design establish visual hierarchy, making the picture more
organized and easy to understand.
-The emphasis in ‘Girl With Pearl Earring’ by Johannes Vermeer is on the
woman’s face. This is due to the highlights contrasted against the dark
background. The simple colour scheme creates unity and the viewer’s eye is
lead around the piece to different sections that have been emphasised by
Vermeer, such as the bright, reflective pearl and the colourful headdress.
4.Balance
-Make the design look stable and reliable, without feeling tilted or
uncoordinated.
-Make the overall picture harmonious and orderly by properly distributing
elements, avoiding clutter.
-Balanced design can guide the viewer's eyes and make them browse the
whole picture naturally.
-Different types of balance can convey different emotions and atmospheres.
-Poster design by Shwin for Rumspringa via 99designs by Vista.
-Symmetrical balance：
Having equal "weight" on either side of a central pivot.
Bilateral balance is achieved by arranging elements evenly on either
side of a central axis (horizontal or vertical).
Radial balance is achieved by arranging elements evenly around a
central point.
Approximate symmetry is when equivalent but not identical forms
are arranged around a pivot line.
Symmetrical design creates balance through equally weighted
elements aligned on either side of a center line. On the other
hand, asymmetrical design uses opposite weights (like contrasting
one large element with several smaller elements) to create a
composition that is not even, but still has equilibrium.
Fig 1.10 Balance,Week1(3/2/2025)
Asymmetrical balance means that the visual weight of the two sides of the
composition is not equal, but still achieves overall balance through
clever arrangement. For example, one side may have a prominent main
element, while the other side balances it with multiple small elements.
This kind of balance looks more dynamic and interesting, and can convey a
sense of modernity, movement, and energy. It provides more visual changes
and can be more challenging to achieve due to the more complex
relationship between elements.
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Fig 1.11 Asymmetrical balance, Week1 (3/2/2024)
5.Repetition
-Keeping the elements consistent throughout the design enhances integrity
and professionalism.
-You can create a visual rhythm that makes the design more dynamic and
alive.
-By repeating important elements, you can strengthen the message and make
it easier to remember.
-Repetition makes the various parts of the design relate to each other and
form a whole.
Fig 1.12 Repetition,Week2(11/2/2025)
Fig 1.13 Repetition,Week2(11/2/2025)
6.Movement
-Through the arrangement and combination of elements, the audience's eyes
are guided to move in the picture.
-It can create a sense of visual rhythm, making the design more dynamic
and dynamic.
-It can enhance the expressiveness of the design, making it more vivid and
eye-catching.
-It can convey different emotions and atmospheres, such as speed,
strength, softness, etc.
Fig 1.15 Movement,Week2(11/2/2025)
7.Harmony and Unity
-Harmony
-The coordination and unity of elements make the design look like a whole
rather than scattered parts.
-Balance the visual weight of elements to make the design look stable and
comfortable.
-Create an aesthetic that makes the design look comfortable and
attractive.
-Convey different emotions and atmospheres, such as tranquility, warmth,
elegance, etc.
Fig 1.16 Harmony,Week2(11/2/2025)
Fig 1.17 Harmony,Week2(11/2/2024)
Claude Monet: The Promenade, Woman with a Parasol
-Unity
-In design, by repeating specific elements (such as colors, shapes, or
materials), visual consistency can be enhanced to make the overall
appearance more coordinated. When these elements are combined in a
balanced way and convey a sense of unity, a clear design theme is formed.
-Although unity and harmony are similar in concept, they play different
roles in the design experience. Unity aims to ensure that all elements
work together to create a complete and coherent whole, while harmony
focuses on the mutual adaptation between elements to make the design more
beautiful and comfortable.
-The shapes of the letters spreaded out through the poster create unity.
Fig 1.18 Unity,Week2(11/2/2024)
Fig 1.19 Harmony and Unity,Week2(11/2/2024)
Camille Pissarro: Boulevard Montmartre Morning, Grey Weather
8.Symbols
-A symbol is a sign, shape, or object that represents something else. In
design, symbols can carry information and convey meaning, equivalent to one
or more sentences, or even tell a complete story. Through visual expression,
symbols can effectively convey concepts, guide user understanding, and
enhance the communication effect of design.
Fig 1.20
Symbols,Week2(11/2/2024)
March 29th, 2021 by Rhyme & Reason Design in Design Trends, News
Fig 1.21 Symbols,Week2(11/2/2024)
9.Word and Images
-Images are an important part of design, whether in print or digital
design. The right image selection can enhance the user and audience's
sense of identity with the concept or brand, making the information
conveyed more impactful. Therefore, it is crucial to ensure the
relevance and adaptability of the image during the design process.
-The combination of text and image plays a key role in enhancing the
meaning of the design. The right font selection and strategic layout not
only help to enhance the visual hierarchy, but also achieve a sense of
balance in the overall design, thereby enhancing readability and appeal.
-Typography is the design and arrangement of text, and its core goal is
to optimize the efficiency and beauty of information transmission.
Through the proper use of fonts, font sizes, spacing, colors and
alignment, typography can shape the visual hierarchy, enhance the user
experience, and ensure the clarity and readability of the content.
Fig 1.22 Word and Image,Week2(11/2/2024)
Fig 1.23 The Dark Knight,Week2(11/2/2024)
Artist's name: BLT Communications, LLC
Year: 2008
Medium: Digital
Source:https://movie.douban.com/photos/photo/462657443/
Dimensions: 4050x6000
This poster of "Batman: The Dark Knight" is a classic example of modern movie poster design. It successfully conveys the theme and atmosphere of the film and has a strong visual impact. The cold background contrasts sharply with the burning bat logo, which immediately attracts attention and symbolizes chaos and destruction, Gotham City, and Batman's struggle between justice and darkness. Batman is located in the center of the bottom of the picture, showing a firm image, while the flaming bat logo enhances the drama and depth of the picture. Details such as smoke, sparks and flying embers add layers and make the whole picture more immersive. This poster is not only full of cinematic feeling, but also very artistic and worth appreciating.
In the poster of The Dark Knight, Gestalt theory uses the
integration of the burning bat logo, Batman's figure and the city
background to help the audience quickly understand the dark tone of the
film. Contrast creates a strong contrast between the dark blue
background and the burning orange-red bat logo, which becomes the visual
focus, while the principle of emphasis makes the flaming bat the
most eye-catching element. Balance maintains stability through the
symmetrical layout of Batman standing in the center and the flame logo,
while repeating the elements of light, shadow, smoke and flame to enhance
the overall sense. Movement are created by the rising flames,
drifting smoke and burning symbols, guiding the audience's eyes to move
from bottom to top. Harmony and unity are reflected in the
coordination of colors and composition, making the picture compact and not
messy. In terms of symbols, the burning bat logo not only
represents Batman, but also symbols chaos, destruction
and dark justice. The combination of
word and image strengthens the theme of the movie through the
slogan "WELCOME TO A WORLD WITHOUT RULES.", allowing the audience to
understand the core conflict of the film in an instant.
Feedback
Week2
Mr. Sham asked me to change the examples I found to graphic design works
or movie posters instead of logos or the logos provided in the lecture,
and to find more graphic design works on Google Share.
Week3
Mr.Sham say integrates information from multiple sources and able to
describe the principles accurately. Diligently shares positive progress
with lecturer in a timely manner.
Reflections
Observation：
During this study of the poster of "Batman: The Dark Knight", I observed
its visual composition in depth and analyzed it in combination with
design principles. I noticed that this poster uses strong color
contrast, layering and symbolic elements to make it extremely visually
impactful. Among them, the dark blue background creates a cold and tense
atmosphere, while the burning bat logo is presented in orange-red, which
contrasts sharply with the background and becomes the visual focus. I
gradually understand that the design principle of contrast can not only
attract the audience's attention, but also highlight the core
information, making the picture more vivid and layered. In addition, I
also noticed that the layout of the poster is carefully designed. Batman
is placed in the center of the bottom of the picture, which enhances the
sense of balance of the picture, while making the audience's sight
gradually move from him to the burning bat logo, thus forming a clear
visual guide.
Experience：
During the analysis process, I combined the Gestalt theory to understand
the design ideas of this poster. Gestalt theory emphasizes the integrity
of human visual perception. In this poster, the burning bat logo,
Batman's figure and the city background together form a complete visual
unit, helping the audience to quickly understand the tone of the movie.
Through this exploration, I have a better understanding of the concept
of "the whole is greater than the sum of its parts" in Gestalt theory,
and realized that a successful design does not rely solely on a single
visual element, but requires the interaction of various parts to create
a harmonious whole. In addition, I also understand the application of
the principle of emphasis in poster design. The burning bat logo is the
most eye-catching element, which makes the audience's vision focus on it
first, and then pay attention to other details. This design method
effectively conveys the theme and mood of the movie.
Findings：
This exploration gave me a deeper understanding of design principles,
and also made me realize that good design is not only visually
attractive, but more importantly, it is the effective communication of
information. Mr. Sham's feedback made me pay more attention to the
analysis of graphic design works, not just limited to logo design, which
broadened my horizons and taught me to find common design principles in
different design works. In this process, I learned how to integrate
information from different sources and deepen my understanding of design
theory through observation, analysis and practice. I found that the
principles of contrast, balance, emphasis, etc. in design are not only
technical applications, but also important factors that affect the
audience's perception and emotional experience. Through this
exploration, I have a clearer understanding that the essence of design
is information communication, and visual elements are just one of the
ways of expression.
Integrates information from multiple sources and able to describe the principles accurately. Diligently shares positive progress with lecturer in a timely manner.
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