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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
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