Design Principles / Exercises
Nurul Adlina Rizal / 0345429 / Bachelor of Design in Creative Media
Design Principles
Exercises
LECTURES
Week 1:
Lecture 1.1 - Introduction
Elements of Design
- point
- line
- shape
- form
- texture
- space
- colour
Individual "building blocks"
Principles of Design
- contrast
- balance
- emphasis
- rules of third
- repetition / pattern / rhythm
- movement
- hierarchy
- alignment
- harmony
- unity
- proportion
Organizational fundamentals that resulted from or guides the
arrangement of the elements.
Lecture 1.2 - Contrast & Gestalt Theory
Contrast
- juxtaposition of strongly dissimilar elements
- to emphasize a point
Gestalt Theory
- human brains are wired to see patterns, logic, structure
- "Gestalt" - shape/form in German
- rules that describe how human eyes perceive simple shapes
Principle of Similarity
- the human brain crafts a link of elements in similar nature
Principle of Continuation
- the human eye follows path, lines, curves of a design
Principle of Closure
- the human eye prefers to see complete shapes
- if not complete, user can perceive a complete shape by filling in missing
visual info
Principles of Proximity
- related design elements are placed together
- unrelated should be spaced apart
Principles of Figure/Ground
- objects perceived as being either in the foreground or background
Law of Symmetry & Order
- symmetrical to each other tend to be perceived as a unified
group
Week 2:
Lecture 2 - Balance & Emphasis
Balance
- distribution of visual weight in a design
- visual equilibrium
- symmetrical / asymmetrical
SYMMETRICAL
- equal "weight" of a centrally placed fulcrum
- equal arrangement
- around a central point results into a radial balance
- approximate symmetry = equivalent but not identical forms
ASYMMETRICAL
- unequal visual weight
- one side dominates
- modernism, movement, energy
- shows variety
The Golden Ratio (Phi)
- representative of perfect beauty
- guide to create visual balance
- harmony, balance, structure
Rule of Thirds
- composition guideline
- subject placed at the intersection / along the lines
Emphasis
- dominance and focus
- use color and shapes to create emphasis
Week 3:
Lecture 3 - Repetition & Movement
Repetition
- seem active
- creates rhythm and pattern
- add variety to keep the rhythm exciting and active, avoid
monotony
(change/slight difference in elements to avoid boring
composition)
Movement
- design that leads the eye in, around and through the
composition
- occurs when an objects seems to be moving
- comes from different kinds of shapes, lines and curves
Hierarchy
- choreography of content in a composition
- directs viewers to the most important info first
Alignment
- placement of elements in a way that edges line up along common rows /
along a common center
- sense of unity & cohesion (perceived stability)
- leading a person through a design
Week 4:
Lecture 4 - Harmony & Unity
Harmony
- becomes monotony without variety
- sense that all elements of your design fit together
- fit the same theme, aesthetic style, mood
Variety = change/slight difference in elements/objects in
composition to avoid a boring composition
Analogous = colors from the same family
Unity
- repetition of particular elements (colors/shapes/material) throughout
your design
- elements composed are balanced and give a sense of oneness, creating a
theme
- all elements group together to focus on one detail
Scale & Proportions
Scale = size of on object in relation to the other object in a
design
Proportion = size of parts of an object in relationship to other
parts of the same object
- can be used to depict / distract the ideal
Week 5:
Lecture 5 - Symbol, Word and Image
Symbol
- a sign/shape/object used to represent something else
Figurative Representations
- Visuals
- Graphic Symbols
Pictorial Symbols
- image related and simplified pictures
Abstract Symbols
- looks like the object they represent but have less details
Arbitrary Symbols
- have no resemblance at all to object / ideas
- have to understand and learn
Non-Figurative Representations
Word and Image
- use suitable and relevant images when designing
- Typography is the design and arrangement of text to convey a message
/ concept
INSTRUCTIONS
Exercise 1
Produce 1 design of Contrast and 1 design of
Gestalt Theory.
Contrast
Contrast = juxtaposition of strongly dissimilar elements
Visual Research
For contrast, I had many inspirations.
Fig 1.0: Graphic Branding for Tonchin (7/9/2021)
Fig 1.1: Maze Runner Poster (7/9/2021)
These two were my main inspirations I wanted to show contrast by having a chaotic, noisy background behind a single object and have strong contrasting colors like black and red.
Idea Exploration
Drafts
Fig 1.2: Draft #1 (7/9/2021)
For my first draft I decided to lay down the elements I wanted for the
design. I chose a puzzle piece graphic and random organic lines to fill
the background. I chose red to be the contrasting color against a
monochrome black and white background. The red lines in the background
became too distracting and took away the main focus and emphasis which is
the puzzle piece.
Fig 1.3: Draft #2 (7/9/2021)
I decided to fix things I did not find visually appealing in the first draft into the second draft. I also made the puzzle piece smaller as to create contrast of space, how much the area the background is filling in contrasting to the puzzle piece.
Fig 1.4: Draft #3 (7/9/2021)
Final Outcome
Final Contrast Design in JPEG
Final Contrast Design in PDF
Gestalt Theory
Gestalt Theory = rules that describe how human eye perceives visual
elements
Visual Research
My inspiration:
Fig 1.5: Mobile Negative Space by Jacek Janiczak (7/9/2021)
Fig 1.6: Inspiration #2 (7/9/2021)
Based on these two inspirations, I was very interested in the Principle
of Figure/Ground and Principle of Closure. I wanted to give my own
attempt at these two principles so I found two elements I wanted to add
to my work. Like my inspirations, they would combine two elements to
imply a shape of another - hand and phone / knife and face.
For mine, I initially planed for a cat and moon but the basic circle
shape of the moon did not spark much ideas from me. Instead, I decided
to look at cat silhouettes and found one that gave me an
idea.
Fig 1.7: Cat Silhouette (7/9/2021)
Idea Exploration
Drafts
Attempt #1 - Principle of Similarity / Principle of
Closure
Fig 1.8: Attempt #1 (14/9/2021)
In Fig 1.8, since it was first attempt, I tried out the Principle
of Closure.
Attempt #2 - Principle of Figure / Ground
Fig 1.9: Draft #1 (7/9/2021)
This felt more like a movie poster and I was not sure it fit into
Gestalt Theory. Nevertheless, I thought it was really cool to have
multiple characters together but it would have been hard for me to fit
them all in an A4.
Fig 2.0: Draft #2 (7/9/2021)
Fig 2.1: Draft #3 (7/9/2021)
Going back to basics and simplicity, I stuck with one single person
instead of three so I can better compose the design. However, having
only one person did not portray the Gestalt theory of Principle of
Figure/Ground that well. So I did end up going back and putting the
other two back into the design.
Final
Final Gestalt Theory Design in JPEG
Final Gestalt Theory Design in PDF
For the final, I decided to do the black and red color palette to
have a color contrast as well. There is no particular message in this
design, rather an interesting movie story or plot about tough mafias who
are big cat lovers. In the story, they willingly sacrifice their life for
the Black Cat which is (in this universe) a big underground mafia family
that uses a black cat as their symbol. The Gestalt Theory principle that I
mainly used here is Principle of Figure and other design principles
that exist in this design are contrast of colors and space.
Exercise 2
From Repetition, Emphasis, Balance and Movement, I chose to create 1
design each of Repetition and Movement.
Repetition
- makes a design seems active
- creates rhythm and pattern
- variety can keep the rhythm exciting and active while avoiding
monotony
Visual Research
My inspiration actually came from my own tote bag design. I knew
the initial design was inspired from this type of artworks that I have
seen before. The message is usually about how it always feels like
everyone is always looking at you.
Fig 2.2: Inspiration #1 (13/9/2021)
Fig 2.3: Inspiration #2 (13/9/2021)
Idea Exploration
Drafts
|
| Fig 2.4: Draft #1 (13/9/2021) |
This is my first draft where I attempt to make an eyeball pattern across the design to create repetition. I also decided to add two closed eyes for variety and to make the design more interesting and has genuine message.
Fig 2.5: Draft #2 (13/9/2021)
Experimenting with black and white in Figure 2.5.
Final
Final Repetition Design in JPEG
Final Repetition Design in PDF
For the Final, I decided to keep the color monochromatic to reflect the
heavy message and scary feeling of being watched. Repetition is seen from
the repeating element of the opened eyes that create a pattern around the
two closed eyes that are the elements added to create variety and
contrast. It is to ensure the design stays interesting and has a focus. I
tried to make sure the two closed eyes are on the lines or intersection of
the lines following the Rule of Thirds.
The message behind this design is not everyone is looking at you,
criticizing everything you do. Most of the time they are in their own
world judging their own selves more critically. It can feel like you are
under the pressure of society's views but sometimes we can just close our
eyes and ignore it. Be in our own world and make the decisions that we
want.
Movement
- design that leads the eye of the viewer in, around and through the
composition
- occurs when the object seem to be moving
Visual Research
Inspiration:
Fig 2.6: Movement Inspiration #1 (14/9/2021)
Fig 2.7: Movement Inspiration #2 (14/9/2021)
Idea Exploration
With that, this is my initial sketch:
Fig 2.8: Initial Movement Sketch (14/9/2021)
In this initial sketch, I composed the snake's body to show as much
movement as possible and also I wanted to added water splashes to show
more movement in the design. The snake could be coming out of the water
and splashing water off its body as if its moving through the canvas. I
kept in mind the Rule of Thirds so that the focus point is established
which is the snake's face.
Fig 2.9: Grid on the Design (14/9/2021)
Progress Video
Fig 3.0: Movement Design Progress Video on Procreate
(14/9/2021)
Final
Final Movement Design in JPEG
Final Movement Design in PDF
For the final, the movement is shown from the shape of the snake leading
the viewer's eyes to its head and also from the water splash. The design
follows the Rule of Thirds with the snake's head at the intersection of the
grid's lines.
Exercise 3
From Harmony, Unity, Symbol, Word and Image, I chose to create designs
that shows Harmony and Symbol.
Harmony
- sense that all elements of a design fit together
Visual Research
Inspiration
I am heavily inspired by my favourite artist, @sarlisart on Instagram. I
love her designs and the way she illustrates scenes. Other than that, the
colors in her designs are always in harmony and aesthetically pleasing to
view.
Fig 3.1: Inspiration from Sarlisart #1 (19/9/2021)
Fig 3.2: Inspiration from Sarlisart #2 (19/9/2021)
I am inspired by the harmonious color palettes that exist in her
illustrations and the type of lineart style that she has. After further
research, I learned that the term was 'ligne claire' that uses
strong clear lines with no hatching. It usually exists in comics and
originated from the Adventures of Tintin.
Fig 3.3: Yves Chaland: Le jeune Albert (19/9/2021)
With that, I generated ideas in my sketchbook. I wanted to create a
scenery, whether it was city life, home atmosphere or in the forest. I
found pictures of food photography that have a certain theme and aesthetic
style.
Fig 3.4: Food theme inspiration (19/9/2021)
Idea Exploration
Sketch
Fig 3.5: Harmony Design sketch (19/9/2021)
I outlined the sketch of a nice latte drink with two smores on a
cutting board. In the background, one can see folded cloth. I tried out
a new technique where I transfer the pen outline from the scan into
digital art. It was difficult and I had to watch multiple video
tutorials on it to make sure the white part was transparent for me to
insert colors.
Fig 3.6: Color Palette (20/9/2021)
For the colors, I generated analogous colors based on the purple color
in Adobe Color. I wanted a cool feeling and calmness in the final
design.
Draft
Fig 3.7: Harmony Draft (20/9/2021)
For the draft, I followed the colors exactly that I made on Adobe
Color and noticed how cold and monotonous it felt.
Color Study
|
| Fig 3.8: Color Study #1 (20/9/2021) |
|
| Fig 3.9: Color Study #2 (20/9/2021) |
Since I was struggling with colors and color combination, I looked at color palettes in photography to help decide the accent color I wanted to have.
Final
Final Harmony Design in JPEG(28/9/2021)
Final Harmony Design in PDF (28/9/2021)
Based on Ms Jinchi's feedback of my previous draft, she told me
that I could use warmer tones to indicate feelings of coolness or
calmness in a design. With that, I made changes in the colors and
used colors like pink and yellow to add more visual interest in
the design. I struggled with choosing the right colors, it was
very hard to imagine using warm colors together with cool colors
without them clashing or have a strong feeling. This is my best
attempt based on looking at colors in breath-taking
photography.
Thankfully, it worked out well. The design principles here are not
only harmony but unity as well from the composition of the objects -
the mug and the two smores.
Symbol
- a sign/shape/object used to represent something else
Visual Research
Inspiration
Fig 4.0: Inspiration #1 from Antonay (20/9/2021)
Fig 4.1: Inspiration #2 (20/9/2021)
Fig 4.2: Inspiration #3 (20/9/2021)
I wanted to make logos but then was worried that it was not a good
representation of symbol or that it was sufficient inspiration so I
looked up more inspiration like Fig 4.2 for Pictorial Symbols. Based
on my inspiration, the symbols I want to create are simplified objects
that represent a message or brand.
Idea Exploration
Sketch
Fig 4.3: Sketches (20/9/2021)
Fig 4.3 are sketches of different ideas. On the left are logo designs of businesses and on the right are Pictorial Symbols. The Pictorial Symbols each have a message, the first one is about taking care of your mental health and loving your brain. The second one are regarding the extinction of sharks and the millions of shark death caused by the demand for shark fin soup.
Pictorial Symbol
My favourite one out of them all:
Fig 4.4: Favourite Idea (20/9/2021)
Progress
Fig 4.5: Progress #1 (26/9/2021)
|
| Fig 4.6: Progress #2 (27/9/2021) |
Final
|
| Final Symbol Design in JPEG (28/9/2021) |
Final Symbol Design in PDF (28/9/2021)
The feedback Ms Jinchi gave me about making it look more like a slap
in the face, gave me an idea on how to incorporate the chopsticks
into the idea of shark finning. The extinction of sharks have many
causes, one of them being overfishing. I tried to express this by
having the shark in a shark fin soup and caught by a fishing rod
because of the high demand of shark fins in the market. I used
monochromatic colors and red to give an impact, spread awareness of
this issue and have a serious tone in the design.
In conclusion, this design is a Pictorial Symbol that spreads a
serious message regarding the extinction of sharks due to
overfishing and shark finning. The design principles that exist are
contrast in color and unity.
FEEDBACKS
Week 1
General Feedback: -
Week 2 (Public Holiday)
General Feedback: -
Week 3
General Feedback: No need to combine all the design principles together, make
separate design for them.
Week 4
General Feedback: Show your train of thought and design
process. Why did you choose certain elements? How did you come to
the final outcome? What research have you done and what are you
inspired of?
Week 5
General Feedback: Sketches are good exploration of your
ideas.
Week 6
General Feedback: You don't need to only use the
same shades of color for the whole design. You can use
accent colors.
REFLECTIONS
Experience
My experience with Exercise 1 and 2 was filled with many highs and lows. I struggled a lot with Gestalt Theory because there were so many good examples out there of it. I did not want to accidentally copy or steal an idea from anyone which left my idea to be out of place and off-putting. Getting Ms Jinchi's feedback was very helpful in guiding me from this problem because she saw my ideas as original and that I was attempting something, all I needed was a little more exploration and tweaking.
My favourite work is in Exercise 2 (especially Movement) because for that design I actually had time to just sit down, sketch and draw which I really love doing. It gets a little stressful staring at the laptop screen and seeing Adobe Illustrator 24/7. It is nice to slow down and do the basics of art which is brainstorming and sketching. Other than that, I get to draw one of my favourite animal so it definitely is my loved design so far in this module.
In Exercise 3, I had plenty time to brainstorm and use the style of design that I favor. It paid off because I believe I created more meaningful designs that I was satisfied with. Ms Jinchi also complimented me on my work even when I tried something new. It was nice to experiment on the different styles and methods of the work I make from time to time.
Observation
I observed that people tend to doubt themselves after listening to the feedback of others and not appreciate the amount of work that they've put in their design. It can be scary to be the next person after a someone very talented in class. However, I see it as an opportunity to be inspired from your peers rather than insecure of your own work. If your peer has the capability to do amazing work, we do too and in our own way.
Other than that, I observed that five hours classes are very very tiring especially when it is filled with consultation the whole time. I appreciate how Ms Jinchi manages to get through everyone's work without tiring herself out. I also do appreciate that every work that she gives feedback to, its as if it was the first work she was looking at of the day. That is the type of energy that I want to have when I work on my assignments on a daily.
For Exercise 3, I observed that ideas would come to me much easier now because I know where to look at references from, how to be inspired and steal like an artist. It also does not take too much time for me to work on a single design now that I am used to creating them every week. These exercises help me in that way where I would not need to wait for inspirations to come by, rather to find them yourself.
Findings
I learned that I am scared of being unoriginal or accidentally copying somebody's work but I believe that it is part of the design process towards making anything original and personal. There are times where your designs rely heavily from your inspirations but there are times where you can go off can create your own rendition and your own ideas that are different than others.
Next, I learned that doing what you love to do can pay off. Since I really enjoyed drawing snakes and going back to my artist roots, I was able to create designs I liked instead of trying to be this graphic designer in my mind that only used Adobe Illustrator. Never be afraid to do the type of work you are comfortable with, especially when you are given the chance to.
Lastly, I found that I have a certain strength in digital designs and art because I work on them a lot in my life and here in these exercises. Maybe in the future I can work on different types of medium to widen my scope and skill. It is so I can be a more well-rounded designer.
FURTHER READING
The links and video here are provided by Ms Jinchi on Times.
Gestalt Principles
- principles/ laws of human perception that describe how humans group
similar elements, recognize patterns and simplify complex images when we
perceive objects.
- designers use these principles to organize content on websites and other
interfaces so it is aestheticlly pleasing and easy to understand.
Background
"Gestalt" is German for "unified whole".
- devised by German psychologists Max Wertheimer, Kurt Koffka and Wolfgang
Kohler
- aimed to understand how humans gain meaningful perceptions from the
chaotic stimuli around them
- the mind "informs" what the eye sees by perceiving a series of individual
elements as a whole
Images
- use images that relatable rather than direct images or images with no
context (need context)
- technical part of images are important !
- look for sharp, clear and no distortion images
- raster images will look pixelated when looked at close up
- vector graphics can make them in any size without losing quality
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