6/2/2024 - 21/2/2024 (Week 1 - Week 3)
Alya Rahima Zahra (0363588)
Illustration & Visual Narrative / Bachelor of Design (Hons) in Creative Media
TASK 1 : EXPLORATION
◉ The Design Principles
Introduction:
Visual communication is about utilising design to convey purposeful messages to a
target audience. As such, the design must be well thought-out and executed. To
achieve effective communication through design, it is important to learn about and
apply the elements and principles of design.
Fig 1. Elements & Principles of Design (Lecture 1 - Introduction slide)
Topic 1 : Contrast & Gestalt Theory
" What is CONTRAST ? " 🤔
• Contrast is the juxtaposition of strongly dissimilar elements. Without contrast, visual experience would be monotonous.
• Provides visual interest, emphasizes a point, and expresses content.
Fig 1.0 "Joker" Iconic Scene (His costume shows a contrast against the dull background)
According to fabrikbrands.com, Contrast is applied to separate elements, create visual hierarchy, and create emphasis in certain aspects of a composition. With contrast in design, we can guide viewers to a certain asset on a page, or separate one part of a creation from another. Without at least some contrast, the elements of your composition would blend together.
Fig 1.1 Contrast in graphic design (By Fabrikbrands.com)
" What is GESTALT THEORY ? " 🤨
• In 1920s, a group of German psychologists developed theories around how people perceive the world around them. These are called Gestalt principles.
• 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.
Fig 1.2 Gestalt Theory: 6 Essential principles for design (Shutterstock.com)
Based on the Application Study of Gestalt Visual Perceptual Laws in Advertising Billboard Graphic Design by Bagh-e Nazar 2018 (bagh-sj.com), Gestalt theory is one of the most impressive theories in the field of visual arts that has focused on integrated vision of artwork and sketched specific visual laws of perception.
The Gestalt visual perception theory that expresses some laws to organize
perception has been expanded by art theorists. The most important of them are used in the design and analyze of artwork. These laws are similarity (in shape,
color, and size), proximity (by
combining, overlap, touch, and close edge),
continuity, closure, figure-ground, symmetry
and inclusiveness.
The main thesis in Gestalt theory is that “General motifs dominate over their constituent elements and possess
properties which are not their
elements. The whole is more than the sum of its constituents" (Wertheimer 1938c: 72).
There is a limit
to the amount of information that the mind can track. When the amount of visual information is omitted, the mind seeks to
simplify it by using the grouping.
Therefore, the Gestalt’s laws play an important
role in helping the human mind; the most important
of them in the analysis
of artwork are the laws of similarity, proximity, continuity, integrity
or closure, figure-ground relations, symmetry and inclusiveness (Dandis, 1992: 60).
• Principle of Similarity:
Objects which share similar properties are assumed to have association with one another. These similar properties may be, for example, visual properties such as shape or color.
Fig 1.3 Principle of Similarity Example - Patterns
T he human eye tends to perceive similar elements in a design as a complete picture shape or group even if those elements are separated and the Human brain seems to craft 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.
Fig 1.4 Principle of Continuation Examples - Lines & Curves
When a line (or objects arranged
in a way that indicates a line) is perceived, which
appears to have one or more branches, the branch which follows the direction of the original line most faithfully is
perceived as being the continuation of the original
path, and others are perceived
as appendages.
• Principle of Closure:
Objects that are close together are perceived as being part of a whole, to the extent that gaps between them may be imagined to be ‘closed’, forming complete shapes or borders.
Fig 1.5 CNBC logo as an example for 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.
• Principle of Proximity:
The process of ensuring related design elements is placed together any unrelated items should be spaced apart close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organize or give a structure to a layout.
Fig 1.6 Shopee Platform (Different information are group together, where they belong to each other)
This law of proximity states that objects that are located close to one another will be perceived as being associated with one another, i.e. as belonging to a group, or as parts of a larger whole.
• Principle of Figure/Ground:
It is a type of perceptual grouping which is a vital necessity for recognizing objects through vision. In Gestalt psychology it is known as identifying a figure from the background. This is the basic law of visual perception, which helps us to read a structured image.
Fig 1.7 Example of 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).
• Law of Symmetry & Order:
This law states that 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 together than objects not symmetrical with each other.
Fig 1.8 Law of Symmetry & Order Example
Under the law of symmetry, the mind understands objects symmetrically and forms them around a central point. Perceptually, we tend to divide things into symmetric parts. Therefore, when two symmetric elements are not interconnected, they connect each other to create a coherent design.
Topic 2 : Balance & Emphasis
" What is 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.
Fig 2.0 Balance in Art: Mastering Creative Harmony by Grace Fussell
Balance is the way visual elements are arranged on a layout, and it’s one of the key principles of graphic design and art. With the ability to help images feel stable and more aesthetically pleasing, balance is an extremely effective way to instantly improve the appeal of your images.
" The definition of SYMMETRICAL Balance? " 👯♀️
• Has equal “weight” on equal sides of a centrally placed fulcrum.
• Arranging elements equally around a central point result in radial balance.
• The equal arrangement of elements on either side of the central axis (horizontal or vertical) resulting in bilateral balance.
Fig 2.1 Symmetrical Balance example from Adobe Stock Photos
" How about ASYMMETRICAL Balance? " 🐥🐤
• Unequal visual weight on each side of the composition.
• One side of the composition might 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, movement, energy and vitality.
Fig 2.3 Example of Asymmetrical balance
" Then, what is RULE OF THIRDS ? " 👌
• It is a composition guideline to create more dynamism to a work of design/photography/film/painting.
• 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 the lines itself.
As what stated on https://blog.thenounproject.com , The rule of thirds in graphic design divides a canvas into three even rows and three even columns. The four central intersections where the lines meet are the key “hot spots” where you should aim to place your main subjects, as those are where people's attention immediately lands.
" Lastly, what is EMPHASIS ? " 💃🏻
Emphasis is what designers use to draw the eye of the reader to specific elements. You can use this principle not just to call attention to important material, but to ensure the visuals follow other design principles, like hierarchy, balance and proportion.
Based on Getty.edu, Emphasis is the part of the design that catches the viewer’s attention. Usually the artist will make one area stand out by contrasting it with other areas. The area could be different in size, color, texture, shape, etc.
Topic 3 : Repetition & Movement
" Definition of REPETITION ? " 🔗
• Repetition could make a work of design seem active.
• The repetition of elements of design creates rhythm and pattern within the work.
• Variety* is essential to keep rhythms exciting and active, and to avoid monotony.
*Variety is about a change or slight difference in elements and objects in composition,to avoid a boring composition.
Fig 3.1 Other Example of Repetition (https://static.wixstatic.com/media)
" Explanation about MOVEMENT in design ? " 🌊
• The way a design leads the eye in, around, and through a composition - the path the eye follows.
• Motion or movement in a visual image occurs when objects seem to be moving in a visual image.
• Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.
Topic 4 : Harmony & Unity
" What is HARMONY ? " 🎺
• The 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. They may fit the same theme, aesthetic style or mood.
• Unity refers to the repetition of particular elements
throughout your design — whether they’re 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.
• Although unity and harmony may sound similar, they each
play distinct roles in the way we experience design.
Topic 5 : Symbol, Word & Image
" What is a SYMBOL ? " 👀
• A sign, shape, or object that is used to represent
something else (Cambridge Dictionary, 2020).
• In design, symbols can provide or convey information,
equivalent to one or more sentences of text, or even a
whole story (Eco, 1976 & Pettersson, 2015).
Fig 5.0 Example of Technology Symbols
" What is WORD & IMAGE in design ? " 🖼️
• Imagery is a vital part of design, be it print or digital. Users and
viewers are able to relate to a concept or a brand if the right images
are used in a work of design. It is therefore important to use suitable
and relevant images when designing.• Choosing the right words to pair with the 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 in a work of design.
• Typography is the design and arrangement of text to convey a
message or concept.
◉ United Nations Sustainable
Development Goals (UNSDG)
The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015, provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries - developed and developing - in a global partnership. They recognize that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests.
There are a total of 17 Goals for United Nations Sustainable Development: No poverty (SDG 1), Zero hunger (SDG 2), Good health and well-being (SDG 3), Quality education (SDG 4), Gender equality (SDG 5), Clean water and sanitation (SDG 6), Affordable and clean energy (SDG 7), Decent work and economic growth (SDG 8), Industry, innovation and infrastructure (SDG 9), Reduced inequalities (SDG 10), Sustainable cities and communities (SDG 11), Responsible consumption and production (SDG 12), Climate action (SDG 13), Life below water (SDG 14), Life on land (SDG 15), Peace, justice, and strong institutions (SDG 16), and Partnerships for the goals (SDG 17).
No. 5 : Gender Equality
-Achieve Gender equality and empower all women and girls-
" What is GENDER EQUALITY ? "
Gender equality, also known as sexual equality or equality of both gender, is the state of equal ease of access to resources and opportunities regardless of gender, including economic participation and decision-making; and the state of valuing different behaviors, aspirations and needs equally, regardless of gender.
Fig 2.1 Image from knowesg.com
It means that the rights, responsibilities and opportunities of individuals will not depend on whether they are male or female, handicapped or able bodied, young or elderly, white or black, or from rural or urban settings. Women are entitled to live in dignity, safety and security.
" Which ART WORK did I select regarding Gender Equality ? "
Fig 2.2 “Feminista” by Brooke Estin
• ARTIST: Brooke Estin
• TITLE OF ART: “Feminista”
• YEAR: 2018
• TYPE: Acrylic on Canvas
• ARTIST’s EXPLANATION : “Inspired by Rosie the Riveter, this piece is about fully stepping into your feminine self. It’s a painting that celebrates our collective history of women rising up to claim or collective power.”
• COUNTRY : Spain
• SOURCE LINK:
" Why did I CHOOSE this Art work ? "
We all know that gender equality is not merely a buzzword or political stance. It is a fundamental necessity for the progress and prosperity of any society. Which is why I decided to choose the UNSDG no.5, Gender Equality. In my point of view, this topic is quite interesting.
I started doing a research and looked up on the internet for an Artwork related to the topic. I finally found a perfect piece of artwork done by an Artist called Brook Estin. The painting was painted by her in 2018 and it was given a name, “Feminista”.
I love this artwork piece because it strongly portrayed us: Women Power. It conveys us on how Women could also have the strength, just like any other men. Thus, closely related to UNSDG no. 5
The painting is not too abstract, and the audiences could see the overall perspective of it. It is clear and easy to understand, despite having detailed painting features.
" What are the Design Principles in this Artwork ? "
- Emphasis
It focuses on the woman in the painting.
- Contrast
The color Red, Nude, and Brown shows a contrast against the dark blue background.
Ms. Yip JinChi told me that my blog is very neat and tidy :)
But she advised that I have to replace the images with the ones that I found/searched myself, without taking from the lecture videos or PowerPoint.
I was also advised to prioritize doing the UNSDG goal first. (Rather than summarizing the notes, since I can do that last)
◈ 21 Feb 2024 (Week 3) :
Ms. Yip JinChi told us to submit the Task 1 E-portfolio link into the google classroom. I reviewed my Task 1 E-portfolio with Ms. Yip JinChi and she told me to add a few words. She also reminded me to type in the design principles portrayed in the artwork that I chose. But so far, everything is good.
I have learned so much within these 3 weeks, learning about Principles of Design. I gained a good amount of knowledge regarding the basic topic of design. I'm thankful for Ms. Yip JinChi who helped giving me feedback throughout Task 1.
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