Design Principles Task1 Exploration

DESIGN PRINCIPLES TASK1

 Tuesday,FEBRUARY 06 .2024

 2024.02.06-2024.02.20/Week1-Week3

Jia Wenbing /0365436/

Design principles/Bachelor of Design in Creative Media

INSTRUCTIONS

LECTURES 

LECTURES 1 Balance&Emphasis

LECTURES 2 Contrast&Gestalt

LECTURES 3 Harmony&Unity

LECTURES 4 Introduction

TASK 1 Exploration

INSTRUCTIONS

Module Information Booklet

LECTURES

LECTURES 1 Balance&Emphasis

LINK:https://gendesignstudio.blogspot.com/2017/02/the-principles.html

  Fig 1.1 LECTURES 1 Balance&Emphasis, Week 01 (06/02/2024)

A balanced composition in the design will be visually pleasing to the eye.  Balance can be symmetrical or asymmetrical.

Understand and feel balance from multiple angles, and each element is connected to each other to form a whole.  Imbalance causes tension. When out of balance, individual elements will impact the overall elements.

Color balance: Color, warm and cool tones, gray scale, and saturation are displayed differently at the same size. For example, red will be heavier than blue.

Composition balance: To create a sense of balance in the entire layout. In fact, it means placing the visual focus on the center through the arrangement and adjustment of elements.

Position balance: attract the eye and guide the line of sight to the center point

Element balance: a balanced and stable state appears stable and lasting

Fig 1.2 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

LINK:http://swissritual.ca/

LINK: https://dianelikesart.tumblr.com/post/147288552239/abbassiamo-i-toni-elogio-al-grigio-a-tratti

Symmetrical balance: The elements on both sides of the horizontal or vertical central axis are evenly arranged, resulting in the elements on both sides of the central axis being evenly arranged, which is a visual balance.

Radial balance: radiating from the center to the surroundings, with the focus at the center

Approximate symmetry: Approximate symmetry in the middle, with different elements on both sides to achieve visual balance

Fig 1.4 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)  

Asymmetric balance: makes people visually move, more dynamic and interesting.

LINK:https://www.themoviedb.org/movie/382572/images/posters

Asymmetrical balance, black background and colorful illustration form balance

Fig 1.5 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024) 

LINK: https://www.thefashionisto.com/feld-hommes-cover-story-by-per-zennstrom/

The golden ratio has long been used as a guide for designers, illustrators or digital artists to create visual balance in architecture and painting.

Fibonacci's first curve can create better works, such as web design and photography.  There are many Fibonacci first curves in nature,

Fig 1.7 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Rule of Thirds: Another way to compose an image, a composition guide to make the work more interesting and create more content, such as design, photography, film and painting, divide the image into three equal parts horizontally and vertically.  Place the center at the intersection of these dividing lines or along one of the lines itself

LINK:https://m.blog.naver.com/sgon1969/222207387982

Fig 1.9 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Emphasis, used to create subject status and focus in a design, can be created using a variety of elements.

LINK:https://www.creativeboom.com/inspiration/quirky-illustrations-by-stephen-maurice-graham-show-a-unique-talent/

LECTURES2 Contrast&Gestalt

Fig 2.1 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Contrast is to create visual impact through different elements to achieve the purpose of emphasizing and expressing content.

In architecture, contrast can use color and shape to create a sense of design brought by strong contrast.

LINKl:https://vk.com/posterino?z=photo-108465664_456246261%2Fwall-108465664_5371

In design, the contrast between virtual and real characters, color contrast, and brightness contrast can highlight the character or content of the subject.

Fig 2.4 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Fig 2.5 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

The Gestalt principle is about simplifying complex scenes into simple shapes, and perceiving shapes as a single unified form rather than the separate simpler elements involved.

Fig 2.6 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

The principle of similarity, people's brains will subconsciously group similar shapes into a group, or the same shape.

LINK:https://dribbble.com/shots/14064036-Holo

Fig 2.7 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Continuity principle: People prefer to see a continuous flow of visual elements rather than separate objects.

LINK:https://www.postpoems.org/authors/arielle/poem/1116825

Fig 2.7 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Closure principle: People prefer to see complete shapes and fill in the missing information to form a complete shape.

LINK:https://www.behance.net/gallery/90362893/Design-Fundamentals

Fig 2.8 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Proximity principle: The process of ensuring that related design elements are placed together and become a visual unit to help provide structure to an organization or layout. This principle is common in web design.

LINK：https://mp.weixin.qq.com/s?__biz=MzA3NjE3NTU1Mw%3D%3D&mid=2247486368&idx=1&sn=1bea1b308a671a065eec455887f087b8&chksm=9f640a0ea813831867f00c909a760159826627634a1e1185c189299dd210b5fb47d4c30bb67f&scene=178&cur_album_id=1570167249578098689#rd

Fig 2.9 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Graphic principle: Also called positive and negative shapes, the subject is highlighted through the difference between the foreground and the background.

LINK：https://www.wattpad.com/story/165802585-lost?utm_source=android&utm_medium=pinterest&utm_content=share_reading&wp_page=reading_part_end&wp_uname=KainatR1&wp_originator=W6d8wz8r86BFeoVKGMDKLdvojInJYxV7lA4hmMCtPW2gr90YMAT%2FMWEaDnce3IXw%2BXUgnLt73fROBmkUT%2FcPNopRVjNsDhP2yG%2FCYbpNZZN6IQ5JW%2F0sArbd1Dr%2Bud2R

Fig 2.10 LECTURES1 Balance&Emphasis, Week 01 (06/02/2024)

Law of Symmetry and Order: Elements that are symmetrical to each other tend to form a unified group.

LINK:https://www.mutualart.com/Artist/Luisa-Russo/EF2998D3C4EB08C4/Artworks

LECTURES3 Harmonyt&Unity

Fig 3.1  LECTURES1 Balance&Emphasis, Week 02 (13/02/2024)

Harmony: All elements in the design are combined together to conform to the same theme aesthetic. Similar colors and objects can achieve harmony.

LINK:https://weibo.com/1990450131/I7CcqjT0X

Similar colors and shapes echo each other to achieve harmony in the picture.

Fig 3.3  LECTURES1 Balance&Emphasis, Week 02 (13/02/2024)

Unity: refers to the repetition of specific elements throughout the design. When these elements are combined in a balanced way, it will give a unified feeling to the picture.

LINK:https://www.behance.net/gallery/109556601/_

Achieve a very unified look with the same text display and icon colors.

Fig 3.5  LECTURES1 Balance&Emphasis, Week 02 (13/02/2024)

LINK:https://www.shesaved.com/the-bfg-by-roald-dahl/

Fig 3.6  LECTURES1 Balance&Emphasis, Week 02 (13/02/2024)

Scale: The size of parts of an entire object relative to other parts of the same object.

Fig 3.7  LECTURES1 Balance&Emphasis, Week 02 (13/02/2024)

Proportion: Specific gravity is considered harmonious when there is a correct relationship between elements in terms of size or quantity.

LINK:https://www.typographicposters.com/mostarda-em-po/594953641abbcb141757a72a

LECTURES4 Introduction

Fig 4.1  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

LINK: https://www.behance.net/gallery/12977691/Gestalt-Study

Points are the most basic elements in composition. Both lines and surfaces are derived from points. The points themselves have attributes of position and size, and also play many important roles in the picture.  The characteristics of dots have a strong focusing function. The shape and position of dots will bring different visual experiences.

Fig 4.2  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

LINK: https://chicagodesignarchive.org/project/5b-53

Lines are also one of the basic elements of the picture. Lines come from the movement of points and play a very important role in picture design. They also have attributes such as positional dynamics, curvature and straightness.

Fig 4.3  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

LINK: https://sunywcc2ddesign.com/content/project-5-sample-13

Surface is also one of the basic elements of a picture. Expanded points form a surface. A closed line creates a surface. Dense points and lines can also form a surface. In morphology, surfaces also have size, shape, color, texture, etc.  At the same time, the modeling elements are also the presentation of "image", so the surface is the "shape"

LINK: https://pin.it/3UCzTlI0g

Fig 4.4  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

In the two-dimensional scope, the form of the surface is always the richest area. The shape, virtuality, reality, size, position, color, and stimulation of the water surface form a complex modeling world, which is the specific embodiment of modeling style.  The most representative ones among "surfaces" are "straight surface" and "curved surface".  

Straight face- All surfaces formed by curves have stable and rigid masculine characteristics. The degree of characteristics increases with the strengthening of various factors.  

Curved surface - any surface formed by curves, with dynamic and soft feminine characteristics. The degree of its characteristics will be strengthened or weakened according to changes in various factors.

LINK:https://mp.weixin.qq.com/s?__biz=MzkyOTQzNzQzOQ==&mid=2247508779&idx=1&sn=02c50a435886d6c4b1ef7ef3e435b64c&source=41#wechat_redirect

Texture : 

- In visual communication design, texture refers to the tactile qualities of surfaces or the visual representation of those qualities.

- All surfaces have textures that can be experienced by touching or though visual suggestion.

- 2 categories of texture : actual (experienced by touch), simulated or implied (created to look like the real texture).

https://www.behance.net/gallery/30939915/201509-Exhibition-minima-art-works-Tokyo-aoyama?tracking_source=search%257Chiroyuki%2Byamada

Space : 

- The indefinable, general receptacle of all things - the seemingly empty space around us.

- In drawing, prints, photographs and paintings, we see the space of the surface all at once.

- Actual space of each picture's surface is defined by its edge - 2D of height and width.

- Within these limited boundaries, an infinite number of spatial qualities can be implied.

- 3D space is experienced when we are in it, beginning with our own position in relation to other people, objects surfaces and voids at various distances from ourselves.

- From outside, we experienced mass, from inside, we experienced volume.

- In graphic design, space or depth refers to the area that a shape or form occupies. Space can be defined as positive (filled space)e or negative(empty space)

- Illusion of a 3D space can be suggested through depth. Can be achieve by overlapping of images, the variation of sizes, placement and perspective.

https://www.ignant.com/2016/01/14/serge-najjar-captures-the-architecture-of-light/

Color : 

- Visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, as it is absorbed and reflected off a surfaces. Color is the light wavelengths that the human eye receives and processes from a reflected source.

- Each of the millions of colors human being can distinguish is identifiable in terms of just three variables : 

    Hue : color of the spectrum. ex : yellow and green.

    Value : lightness or darkness from white to black. Black and white pigments can be important ingredients in changing color values. White added to a hue produces a tint, add grey become tone, add black become shades of hue.

    Intensity : also called saturation or chroma, refers to the purity of a hue. Pure hue is the most intense form of a given color, it is the hue in its highest saturation, in its brightest form. Pigment of another hue added to pure hue will diminishes and dulled the intensity.

- Color groupings that provide distinct color harmonies are called color schemes.

- Monochromatic color schemes are based on variations in the value and intensity of a single hue.

- Analogous color schemes (相邻色) are based on color adjacent to one another on the color wheel, each containing the same pure hue.

LINK:https://petapixel.com/photography-composition-techniques/

LINK:https://kkhouse.com.vn/bo-cuc-mau-sac-nguyen-tac-thi-giac/

LECTURES5 Repetition&Movement

Repetition Pattern and Rhythm : 

- 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 rhythm exciting and active, and to avoid monotony. Variety is about a change or slight difference in elements an objects in composition to avoid a boring composition. Variety can involve varying angles, exposure, composition, etc.

- Pattern increases visual excitement by enriching surface interest.

LINK:https://tapinto.net/articles/the-visual-arts-center-of-new-jersey-transforms-i

Movement : 

- The way a design leads the eye in, around, and through a composition ~ the path the eye follow.

- Motion or movement in a visual image occurs when object seem to be moving in a visual image.

- Movement in a visual image comes from the kinds of shapes, form, lines and curves that are used.

LINK:https://dribbble.com/shots/4012122-Let-me-point-you-in-the-right-direction

 Hierarchy : 

- Is choreography of content in a composition to communicate information and convey meaning.

- Visual hierarchy directs viewers to the most important information first and identifies navigation through secondary content.

LINK:https://uiiiuiii.com/inspiration/1616457998.html

Alignment : 

- Is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center.

- Creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.

- Can be a powerful means of leading a person through a design.

LINK:https://yalegraphicdesign.tumblr.com/post/168321046451/christine-zavesky-mfa-expected-2018

LECTURES6 Symbol Word&Image

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)

- Can be split to two categories :

Fig 6.1  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

Pictorial Symbols : 

- Image related and simplified pictures.

- useful for educational materials as they enable the leaner to see the object of study in an almost real visual form.

https://www.behance.net/gallery/88684379/Number-One-Shoes?tracking_source=for_you_feed_activity

Abstract Symbols : 

- Look like the object that they represent but have less details.

https://www.iconfont.cn/collections/detail?spm=a313x.collections_index.i1.d9df05512.524f3a81fDsTLv&cid=48002

Arbitrary Symbols : 

- Have no resemblance at all to the objects or the ideas they represent.

- Symbol is invented with the meaning constructed. Many are based on geometric shapes and colors.

- We have to learn Arbitrary symbols.

LINK:https://pin.it/xPrvlnHyc

https://halofanon.fandom.com/wiki/Religion

Fig 6.4  LECTURES1 Balance&Emphasis, Week 03 (20/02/2024)

Word and Image : 

- Imagery is a vital part of design, be it print or digital. Able to relate to a concept or a brand if the right images are used in a work of design. Therefore, suitable and relevant images is important when designing.

- Choose the right words to pair with the imagery is high important as it would deepen the meaning of the design. Suitable typeface and strategic positioning if 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.

LINK:https://pin.it/2kOGSOSAM

https://www.behance.net/gallery/135720573/The-24-Chinese-Solar-Terms-Poster-Series

TASK 1 Exploration

The ocean covers 70 percent of the Earth’s surface, is the planet's largest biosphere, and is home to up to 80 percent of all life in the world. It generates 50 percent of the oxygen we need, absorbs 25 percent of all carbon dioxide emissions and captures 90 percent of the additional heat generated from those emissions. It is not just ‘the lungs of the planet’ but also its largest carbon sink - a vital buffer against the impacts of climate change.

It nurtures unimaginable biodiversity and produces food, jobs, mineral and energy resources needed for life on the planet to survive and thrive. There is a great deal we still do not know about the ocean but there are many reasons why we need to manage it sustainably - as set out in the targets of Sustainable Development Goal 14: Life Below Water.

The ocean is facing unprecedented threats as a result of human activities. Its health and ability to sustain life will only get worse as the world population grows and human activities increase. If we want to address some of the most defining issues of our time such as climate change, food insecurity, diseases and pandemics, diminishing biodiversity, economic inequality and even conflicts and strife, we must act now to protect the state of our ocean.

Original illustration: 《ocean fishing》

Source of inspiration: Overfishing of the oceans will result in a loss of marine ecological balance

Painter: Victo Ngai

Year:2022

Medium

LINK:https://www.pinterest.com/pin/70437485848747/

Contrast

 Continuity principle

 Unity

The meaning of the poster: The retro tone of this poster shows the symbiotic relationship between ocean fishing and the ocean very well, in line with the United Nations theme of oceans and conservation and sustainable use.  Using warm and cold tones to distinguish the relationship between people and the ocean, the mottled texture on the back of the whale highlights the threat of ocean pollution to marine life. All things are alive when whales fall. In order to protect the marine ecology, the downward whale hopes that the ocean can achieve stable and long-term development.  People who point downward mean that if they do not pay attention to ocean issues, they will eventually fall into the abyss of the ocean and ultimately endanger their own survival.

FEEDBACK

 

WEEK2:

Mr. Wang reminded me to watch the video more carefully to understand the professional knowledge I had learned, and took me to analyze the design principles of the entire poster application, including the sense of space and rhythm, including color contrast, and the coordination and unity of the overall picture.

WEEK3:

Mr. Wang explained the homework content to me in detail and guided me step by step. I am very grateful to the teacher for his patient answers.  Tell me that for all the lecture summary pictures, I need to find pictures that correspond to the knowledge points. It is best to find the original author, so that I can confirm that I really understand the meaning of this knowledge. And my poster analysis should not only have the corresponding knowledge composition, but also  You must have an explanation of the meaning behind the poster and be able to independently analyze the content of the poster.

REFIECTION

Through the first task, I re-learned theoretical knowledge about design, making my basic knowledge clearer and more solid, and I can quickly analyze poster features and applications.  At the same time, I learned new theoretical knowledge, which supplemented my previous deficiencies in knowledge and made me understand the importance of theory better.  Poster analysis ability is very important in design. It can quickly find out the shortcomings in the work and present a more perfect work.

FURTHER READING

Preble, D., Preble, S. & Frank, P.L. (2013).

Artforms (11th ed). New York: Pearson Education.

Interaction Design Foundation. (2002) https://www.interaction-desiggn.org/

Smith, M. (Sept, 2014). The Principles of Graphic Design : How to use Proximity Effectively, EDGEE: Learn.Create. https://eee.edgee.net/

Bradley, S. (June, 2015). Design Principles: Compositional,Symmetrical And Asymmetrical Balance. Smashing Magazine. https://www.smashingmagazine.com/2015/06/design-principles

Preble, D., Preble, S. & Frank, P.L. (2013). Artforms (11th ed.). NewYork: Pearson Education.

Poulin, R. (2018). The Language of Graphic Design Revised andUpdated: An Illustrated Handbook for Understanding FundamentalDesign Principles. Quarto Publishing Group USA Inc. 

The Association of College and Research Libraries. ACRL Visual Literacy Competency Standards for Higher Education. (ACRL, 2011). http://www.ala.org/acrl/standards/visualliteracy.

• Little, D., Felten, P. & Berry, C. (2010). Liberal Education in a Visual World. Liberal Education. 96(2), pp.44-49.

https://www.interaction-design.org/literature/topics/visual-hierarchy

https://nicholastinelli.com/the-golden-ratio-origin-of-the-rule-of-thirds/

https://www.invisionapp.com/inside-design/golden-ratio-designers/

https://www.youtube.com/watch?v=c8ccsE_lumM

https://www.youtube.com/watch?v=HMjvvltQpmw

http://learn.leighcotnoir.com/artspeak/elements-color/hue-value-saturation/

http://drawingpaintacademy.com/artisrs-color-wheel/