Task 1: Exploration

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6/2/2024 - 21/2/2024 (Week 1 - Week 3) 

Aisya Diva Anwagodsa (0365505)

Design Principles / Bachelor of Design (Hons) in Creative Media

Design Principles: Exploration

JUMPLINK
INSTRUCTION


- Recap the design principles material: Gestalt Theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, Word & Image.
- Pick and describe one goal from the United Nations' Sustainable Development Goals (UNSDG).
- Select an existing art/design work (title of art/design work, artist's/designer's name, year size, medium, source link).
- Explain in about 100 - 150 words, why we chose the design in relation to the UNSDG goal and list the design principles we observed in the design.
LECTURES

Visual communication is about utilizing design to deliver message to the audience.  To deliver the message clearly and effectively, it is important to learn about and apply the elements and principles of design.

Elements of Design:

- Dots is the simplest element of design, it is used as repetitive mark forms a line.  

- Line, It can be active or static, aggressive or passive, sensual or mechanical.  It can indicate directions, define boundaries of shape and spaces, It is also utilized to give emotion in design.

- Shape: Organic and geometric.  Organic shapes refer to the shapes that similar to those we found in nature, while the geometric shapes are based on math principles, such as rectangle, circle, etc.

- Form, a two-dimensional area is referred to as a shape, a three-dimensional area is called form.

- Texture, there are two categories of texture; actual (experienced by touch) and simulated or implied (created to look like the real texture)

- Space, there are also 3 dimensional space that we experience in our life.  For example when we are inside the building, our house, class, etc.  From the outside, we experience mass, while from the inside we experience volume

- Color:

    a. Hue, colors of the spectrum, e.g. yellow and green.

    b. Value, refers to the lightness or darkness from white through grey to black.

CONTRAST & GESTALT THEORY

Contrast is the juxtaposition of very different elements.  The lack of contrast makes for a monotonous visual experience.  Contrast giving the visual interest, emphasis a point and express content.

Gestalt Theory refer to a shape or form in German.  While human’s brain is wired to see patterns, logic, and structure.  Gestalt principles aim to  show that complex scenes can be reduced to the simpler shapes, it also shows that human’s eyes are perceiving shapes as a single, united form rather than the separate simpler elements involved.

  • Principle of similarity: perceiving different shapes as a complete picture.  Even though those are separated.

Fig. 1.1 Principle of Similarity
(Image by rawpixel.com on Freepik)

  • Principle of continuation: following the path, lines and curves to see a continuous flow of visual elements rather than separated objects.

Fig. 1.2 Principle of continuation
(Image from Danone Aqua)

  • Principle of closure: human eyes prefers to see the complete shapes over the incomplete shapes, and fills in the missing information if there is any incomplete shapes.

Fig. 1.3 Principle of closure
(Image from idevie.com)

  • Principle of proximity: categorize different items and close placement to show that items are connected which helps to organize the layout.

Fig. 1.4 Principle of proximity
(Screenshot from lazada.com.my)

  • Principle of figure/ground: instinctively perceived to be in the foreground or background.  Accentuating the figure (foreground) or receding in the background (ground).

Fig. 1.5 Principle of figure/ground
(Image from Pinterest)

Law of symmetry & order: elements are symmetrical to each other and identified as one group.

Fig. 1.6 Law of symmetry & order
(Image taken by Simone Baruzzi)


BALANCE & EMPHASIS

Balance refers to the distribution of visual weight in a design, balance can be symmetrical or asymmetrical.

SYMMETRICAL BALANCE:

  1. It has equal weight at the same point.
  2. Equal arrangement of elements on either side of central axis (horizontal/vertical), resulting bilateral balance.
  3. Radial balance, arranging elements equally around a central point.
  4. Approximate symmetry, equivalent but not identical forms are arranged around the fulcrum line.
Fig. 1.7 Symmetrical Balance
(Picture from pexels.com)

ASYMMETRICAL BALANCE:

  1. Unequal visual weight on each side of the composition.
  2. One side of the composition might have a dominant element, which could be balanced by a couple more or lesser focal points on the other side.
  3. Looks more dynamic and interesting.  It embarks feelings of modernism, movement, etc.
  4. It offers more visual variety.
Fig. 1.8 Asymmetrical Balance
(Picture from Pinterest)

THE GOLDEN RATIO

  1. Also known as phi.
  2. Golden ratio perceived as the representative of perfect beauty.
  3. It has been used for a guide to create visual balance in architecture and paintings.
  4. It can bring harmony, balance, and structure to a design.
Fig. 1.9 Golden Ratio
(Picture from Pinterest)

RULE OF THIRDS

  1. Composition guideline to create more dynamism to a work of design/photography/film/painting.
  2. Dividing an image evenly into thirds, both horizontally and vertically.  The subject in the image is placed at the intersection of those dividing lines, or along the lines itself.

Fig. 1.10 Rule of Thirds
(Picture from Petapixel.com)

EMPHASIS

  1. It is used to create dominance and focus in a design work.
  2. Various elements can be applied to create emphasis (color, shapes or value) to achieve dominance.

REPETITION & MOVEMENT

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

REPETITION

(Pattern and Rhythm)

  1. Make a design seem active.
  2. Repetition of elements creates rhythm and pattern in design.
  3. Variety is essential to avoid monotony.
  4. Pattern is utilized to increase visual excitement.
Fig. 1.12 Repetition
(Goyard Bag)

MOVEMENT

  1. Leading human sight around, in, and through a composition.
  2. Motion in a visual image occurs when objects seems to be moving in a visual image.
  3. The movement comes from the kinds of shapes, forms, line, and curves that are used.
Fig. 1.13 Movement
(Picture from Pinterest)

HIERARCHY

  1. Choreography of content in a composition to communicate the information and meaning inside the design work.
  2. To leading viewers into the most important information first and identifying the secondary information.
Fig. 1.14 Hierarchy
(Picture from behance.net)

ALIGNMENT

  1. Alignment is the placement of elements in a way that edges are align to each other, or the bodies of the elements are aligned to each other.
  2. Creates a sense of unity and cohesion, which contributes to the design’s aesthetic and perceived stability.
  3. Leading the viewers through a design.
Fig. 1.15 Alignment
(Picture from Pinterest)

HARMONY

  1. It can be monotonous without variety.
  2. Involves the selection of elements that share a common trait.
  3. Harmony is the sense that suits each other, it may fit the same theme, aesthetic style or mood.
Fig. 1.16 Harmony
(Picture from Pinterest)

UNITY

  1. It is referring to the repetition of elements.
  2. It occurs when elements are composed in such way that they are balanced and creating a theme.
  3. Unity and harmony might be similar, these two are playing different roles in the way we experience design.
Fig. 1.17 Unity
(Picture from Pinterest)


SCALE AND PROPORTION

  1. These two are design elements that have to do with size.
  2. Scale: relative size of an element in a design when compared to another element.
  3. proportion refers to the size of the parts of an object in relationship to other parts of the same object.

SCALE

  1. Refers to the size and dimension of figures and forms relative to a specific unit of measure.
  2. Scale can be determined in actual measurements/visual estimates based on comparison.
  3. Examples of scale utilization:
  4. Architectural drawings.
  5. Illustration (to specify details based on relative sizes of objects.
Fig. 1.18 Scale
(Picture from Pinterest)

PROPORTION

  1. Relationship of two or more elements in a composition and the comparison to each other.
  2. The effectivity of proportion utilization often results in harmony and unity.


SYMBOL, WORD & IMAGE

SYMBOL

  1. A sign, shape, or object that is used to represent something else (Cambridge dictionary, 2020).
  2. It provide or convey information, equivalent to one or more sentences of text, or even a whole story (Eco, 1976 & Pettersson, 2015).

There are different kinds of symbols, those are:

  1. Pictorial symbol: Image related and simplified pictures.
  2. Abstract symbols: looks like the object they represent but less detail.
  3. Arbitrary symbols:
    • Have no resemblance at all to the objects or ideas they represent.
    • The symbol is invented with the meaning constructed (based on geometric shapes and colors).
    • We have to understand arbitrary symbol

Fig. 1.19 Symbols
(Pictorial symbol, Arbitrary Symbol, Abstract Symbol)

WORD AND IMAGE

  1. Imagery is a vital part of design, print or digital.  It is important to use suitable and relevant images when designing.
  2. It is important to use the right words (related to the image), suitable typeface and positioning.
  3. Typography is the design and arrangement of text to convey a message or concept.

Fig. 1.20 Word & Image
(Picture from Pinterest)


CHOSEN UNSDG

SUSTAINABLE DEVELOPMENT GOALS NUMBER 4 

Sustainable development goals, a plan of action for humans, planet and prosperity.  These days, our world has been drowned in poverty in all its forms.  There are 17 goals and 169 targets that have to be achieved in 2030.  One of the goals is to ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.  This goal is to make sure that in the future there will be no children, girls, boys, men, and women left behind in education and get the same opportunity to achieve their dreams no matter what condition they are in.

ARTWORK: 

Fig. 1.8 The Teacher Painting
(2021)

The Teacher Painting
By Afri Setiawan
Indonesia
Painting, Acrylic on Canvas
Size: 80 W x 90 W x 4 D cm

Ki Hajar Dewantara was born on 2nd May 1889 in Yogyakarta, Indonesia during the Dutch colonization.  Luckily, Ki Hajar Dewantara wa born into a noble family, this advantage made him able to get a proper education, compared to people in general.  By this time, he knows that the colonizer wants Indonesians to be uneducated, so they can colonize the country for a long time.  In this phase, Ki Hajar Dewantara realized that education is a weapon, which is why he established a school for Indonesians, named 'Taman Siswa', where Indonesians can get the same opportunity to learn no matter what status they are in.  His vision was aligned with SDGs number 4, to equally give everyone an opportunity in education.  Same as Ki Hajar Dewantara, we cannot aside people with disadvantages and leave them behind.  They have the right to get the same opportunity to learn and achieve their dreams (150 words).

The design principles I found on this painting:
  • Contrast: When I saw the painting, I realized that the painting was dominance by blue and red, it is used to colors a certain part (skin).  It makes the painting looks unusual but also unique.
  • Movement: I also noticed the strokes that was painted in the background and in front of the ‘Ki Hajar Dewantara’ figure, the strokes guide people to be more attached with the center of the painting.
  • Golden ratio: The figure placement was just on point, I can see the golden ration was placed there, starts from the head and the it is getting bigger and bigger on the lower part of the body.
Conclusion: Education is very important, it is the part of our life and it is one thing no one can take away from you. 

FEEDBACK

Week 1
Module Introduction

Week 2
Specific Feedback: Add visual example for each principles.

Week 3
Specific Feedback: Separate the picture and embed the link.


REFLECTION

On this first task, we were introduced to design principles.  As I learn about it, it is getting exciting and gave me new knowledge. This task gave me different perspective to see art, there are a lot of things that we can see and observe from a piece of art by using design principles.  This task gave me a lot of insight and surely be one of my favorite task, because I learned something new from it.

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