Skip to main content

DESIGN PRINCIPLES | LECTURE NOTES


Week 1 – Week 2 | 06/02/24 – 14/02/24
Emily Soh Ching-Ling | 0359478
Bachelor of Design (Honours) in Creative Media
Design Principles | Section 01 | GCD60804
Lecture Notes

TABLE OF CONTENTS

1.0 ELEMENTS & PRINCIPLES OF DESIGN

ELEMENTS OF DESIGN:
  • Design elements are individual "building blocks".
  • Point, line, shape, form, texture, space, and colour.
PRINCIPLES OF DESIGN:
  • Design principles are rules that guide the arrangement of the elements.
  • Contrast, balance, emphasis, rule of thirds, repetition / pattern / rhythm, movement, hierarchy, alignment, harmony, unity, and proportion.

2.0 CONTRAST & GESTALT THEORY

CONTRAST:
  • Definition of Contrast: The juxtaposition of strongly dissimilar elements.
  • Purpose:
    • To provide visual interest.
    • To emphasise a point.
    • To express content.
  • Types of Contrast: Colour, shapes.
Figure 2.0-1: Contrast — Joker (Warner Bros., 2019)
Joker (bright and saturated) contrasts against the background (dull and grey).

GESTALT THEORY:
  • Definition of "Gestalt" (in German): Shape / form.
  • Definition of Gestalt Theory: Rules that describe how the human eye perceives visual elements.
  • Purpose: 
    • To reduce complex scenes into simple shapes.
    • To show how the human eye perceives multiple shapes as a single form.
  • 1. Principle of Similarity: 
    • Similar elements are perceived as a group, even if those elements are separated.
  • 2. Principle of  Continuation: 
    • The human eye follows the lines and curves in a design, and prefers to see a continuous flow of visual elements.
  • 3. Principle of Closure: 
    • Complete shapes are preferred over incomplete shapes.
    • If the visual elements are incomplete, the human eye fills in the missing visual information.
  • 4. Principle of Proximity:
    • Elements that are placed together are perceived as a group.
  • 5. Principle of Figure / Ground:
    • Objects are perceived as either in the foreground or the background.
    • Figure: Objects that stand out.
    • Ground: Objects that recede into the back.
  • 6. Law of Symmetry & Order:
    • Symmetrical elements are perceived as a group.
Figure 2.0-2: Gestalt Theory

3.0 BALANCE & EMPHASIS

BALANCE:
  • Definition of Balance: 
    • The distribution of visual weight in a work of design.
    • The visual equilibrium of elements causes the image to appear balanced.
  • 1. Symmetrical Balance:
    • Has equal visual weight on either side of a fulcrum.
    • Bilateral Balance: Equal arrangement of elements on either side of a central axis (horizontally / vertically).
    • Radial Balance: Equal arrangement of elements around a central point.
    • Approximate Symmetry: Equivalent but non-identical elements are arranged around a fulcrum.
  • 2. Asymmetrical Balance:
    • Has unequal visual weight on both sides of a composition.
    • One side of the composition may contain a dominant focal point, which is balanced out with other non-dominant focal points on the other side.
    • Purpose:
      • More dynamic and interesting.
      • Evokes feelings of modernism, movement, energy, and vitality.
      • Offers visual variety.
Figure 3.0-1: Balance
THE GOLDEN RATIO:
  • AKA: Phi, Golden Mean, Golden Section.
  • Definition of Golden Ratio: A mathematical concept and number that goes on indefinitely.
  • Derived from the Fibonacci sequence.
  • Perceived as the representative of perfect beauty.
  • Purpose: A guide to creating visual balance, harmony, and structure in design work.
Figure 3.0-2: The Golden Ratio in A Sea Shell

RULE OF THIRDS:
  • Definition of Rule of Thirds: A composition guideline to create more dynamic works of design / art.
  • A composition is divided evenly into thirds.
  • Subjects of the composition are placed on one of the lines or at an intersection.
Figure 3.0-3: Rule of Thirds

EMPHASIS:
  • Purpose: To create dominance and focus in a design work.
  • Types of Emphasis: Colour, shape, value.
Figure 3.0-4: Emphasis
The flowers and the bird are the focal points of this composition due to their bright, saturated colour.

4.0 REPETITION & MOVEMENT

REPETITION:
  • Purpose:
    • To make a work of design seem active.
    • To create rhythm and pattern.
    • To provide variety (i.e. a slight difference in elements, including angles, exposure, composition, etc.).
    • To avoid monotony.
    • To increase visual excitement by enriching surface interest.
Figure 4.0-1: Repetition
Five models of similar heights and clothing are posing differently.

MOVEMENT:
  • Definition of Movement: The way a design leads the eye in, around, and through a composition / The path the eye follows.
  • Movement occurs when elements in a composition seem to be moving.
  • How is Movement Formed: Depending on the type of shapes, forms, lines, and curves used.
Figure 4.0-2: Movement
The words appear to be moving when scrolling past.

HIERARCHY:
  • Definition of Hierarchy: The choreography of content in a composition.
  • Purpose:
    • To communicate information.
    • To convey meaning.
    • To aid in navigation through a composition.
Figure 4.0-3: Hierarchy
We notice the image first, the title second, and the subtitle third.

ALIGNMENT:
  • Definition of Alignment: The placement of elements in a way where 1. The edges line up along common rows and columns, or 2. The bodies line up along a common centre.
  • Purpose:
    • To create a sense of unity and cohesion, contributing to a design's perceived stability.
    • To lead the eye through a design.
Figure 4.0-4: Alignment
Left Side: Subtitle and website link line up with the title.
Right Side: Text is flushed right.
Edges of the image line up with the text from either side.

5.0 HARMONY & UNITY

HARMONY:
  • Definition of Harmony: The sense that all elements in a design fit together (e.g. they have the same theme, aesthetic, mood, etc.).
  • Harmony involves the selection of elements that share a common trait.
  • Harmony without variety is monotony.
Figure 5.0-1: Harmony
All elements have some shade of green, brown, or grey.

UNITY:
  • Definition of Unity: The repetition of certain elements (e.g. colour, shape, material) in a design that pulls the look together.
  • Purpose: 
    • To create a sense of oneness.
    • To create a theme.
Figure 5.0-2: Unity
Repetition of the colours grey and pink, and highly textured circles.

SCALE & PROPORTION:
  • 1. Scale:
    • Definition of Scale: The size of an object in relation to other objects in a composition.
    • Purpose: To illustrate details based on the relative sizes of objects.
    • How to Determine Scale:
      • 1. Actual measurement
      • 2. Visual estimates based on comparison
    • Examples of Scale: Architectural drawings, scale models.
    • Substantial deviation from a normal scale relationship can create dramatic results and visual interest in a composition.
  • 2. Proportion:
    • Definition of Proportion: The size of the parts of an object in relation to other parts of the same object, i.e. ratio.
    • Purpose: To create harmony and unity.
Figure 5.0-3: Scale & Proportion

6.0 SYMBOL, WORD & IMAGE

SYMBOL:
  • Definition of Symbol: A sign, shape, or object used to represent something else.
  • 1. Pictorial Symbols: Image-related and simplified pictures.
  • 2. Abstract Symbols: Look like less-detailed versions of the objects they represent.
  • 3. Arbitrary Symbols:
    • Have no resemblance to what they represent.
    • The symbol is invented with meaning.
    • Arbitrary symbols are learned.
    • Many are based on geometric shapes and colours.
Figure 6.0-1: Symbols

WORD & IMAGE:
  • Definition of Typography: The design and arrangement of text to convey a message / concept.
  • Purpose:
    • To allow users / viewers to relate to a brand / concept.
    • To deepen the meaning of the design.
    • Suitable typeface and strategic positioning of type — To create hierarchy and balance in a design.
Figure 6.0-2: Word & Image
Text is arranged behind certain elements to convey depth.

7.0 VISUAL ANALYSIS

VISUAL ANALYSIS:
  • 1. Phase 1 — Observation:
    • Look closely and identify the visual elements of a design, AKA what can be seen on the surface level.
    • Describe the visual elements accurately in your own words.
    • Do not read beforehand about the design.
  • 2. Phase 2 — Analysis:
    • Think about your observations.
    • Make statements about the design work based on the evidence (AKA observations).
    • Think about how specific visual elements combine to create design principles, and the effects on the viewer.
  • 3. Phase 3 — Interpretation:
    • Combine your observations, analysis, facts about the design / designer, and historical context.
    • E.g. What is the meaning of this design? What is the purpose of its creation?

QUICK LINKS

TASK 1 — EXPLORATION
TASK 2 — VISUAL ANALYSIS
TASK 3 — DESIGN
FINAL COMPILATION
LECTURE NOTES
Labels:

Comments

Post a Comment

Popular posts from this blog

ADVANCED ANIMATION | FINAL PROJECT — ACTION ANIMATION

Week 8 –  Week 14 | 10/06/25 – 22/07/25 Emily Soh Ching-Ling | 0359478 Bachelor of Design (Honours) in Creative Media Advanced Animation  | Section 01 | GCD61604 Final Project — Action Animation TABLE OF CONTENTS  1.0 LECTURES 2.0 INSTRUCTIONS 3.0 FINAL PROJECT — ACTION ANIMATION     3.1 PROGRESS      3.2 FINAL SUBMISSION 4.0 REFLECTION 5.0 FURTHER READING     5.1 WEEK 8 — ANIMATING WITH IK & FK 1.0 LECTURES  *Sidenote:  All lectures have been completed in  Exercises   and Project 2 . 2.0 INSTRUCTIONS  3.0 FINAL PROJECT — ACTION ANIMATION  Instructions:   3.1 PROGRESS Research & Storyboard Figure 3.1-1:  Reference — Spear Attack , Week 8 (10/06/26) Figure 3.1-2: Reference Study, Week 11 (01/07/26) Figure 3.1-3: Storyboard, Week 11 (05/07/26) I found this spear attack reference from the YouTube channel Motion Actor Inc. I like the aggressiveness, the pacing, and the mid-air attack. In my r...
Post a Comment
Read more

ADVANCED ANIMATION | PROJECT 2 — JUMP ANIMATION

Week 7 – Week 8 | 03/06/25 – 10/06/25 Emily Soh Ching-Ling | 0359478 Bachelor of Design (Honours) in Creative Media Advanced Animation | Section 01 | GCD61604 Project 2 — Jump Animation TABLE OF CONTENTS  1.0 LECTURES     1.1 WEEK 8 — 3D ANIMATION WORKFLOW 2.0 INSTRUCTIONS 3.0 PROJECT 2 — JUMP ANIMATION     3.1 PROGRESS      3.2 FINAL SUBMISSION 4.0 REFLECTION 1.0 LECTURES  1.1 WEEK 8 — 3D ANIMATION WORKFLOW 3D Animation Workflow 1. Animation Planning: 1. Pre-Planning: Know the character and story: Things that affect character acting choices (e.g. age, background). Character wants. Character goals. Obstacles preventing the goal. 2. Thumbnail (Part 1): A quick way to work out many ideas for poses, actions, and composition. Thumbnails do not have to look good, they just have to convey ideas. Thumbnails are used to figure out which ideas are interesting/read well VS which ideas are boring/confusing. 3. Video Reference: Video references are used...
Post a Comment
Read more

ANIMATION FUNDAMENTALS | EXERCISES

Week 2 –  Week 4 | 01/10/25 – 15 /10/25 Emily Soh Ching-Ling | 0359478 Bachelor of Design (Honours) in Creative Media Animation Fundamentals | Section 01 | GCD61104 Exercises TABLE OF CONTENTS  1.0 LECTURES     1.1 WEEK 1 — INTRODUCTION     1.2 WEEK 2 — ANIMATION PRINCIPLES (PART 1)     1.3 WEEK 3 — ANIMATION PRINCIPLES (PART 2)     1.4 WEEK 4 — ANIMATION PRINCIPLES (PART 3) 2.0 INSTRUCTIONS 3.0 EXERCISE 1 — BOUNCING BALL     3.1 PROGRESS      3.2 FINAL SUBMISSION 4.0 EXERCISE 2 — BALL WITH TAIL     4.1 PROGRESS      4.2 FINAL SUBMISSION 5.0 FEEDBACK     5.1 WEEK 3     5.2 WEEK 4 6.0 REFLECTION 7.0 FURTHER READING     7.1 WEEK 3 — THE BOUNCING BALL WITH A TAIL 1.0 LECTURES  1.1 WEEK 1 — INTRODUCTION We were introduced to Animation Fundamentals along with the expectations and objectives of the module. We were also shown examples of our seniors' works and ...
Post a Comment
Read more