DESIGN PRINCIPLES | TASK 1 — EXPLORATION

Week 1 – Week 3 | 06/02/24 – 21/02/24

Emily Soh Ching-Ling | 0359478

Bachelor of Design (Honours) in Creative Media

Design Principles | Section 01 | GCD60804

Task 1 — Exploration

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TABLE OF CONTENTS

1.0 INSTRUCTIONS

2.0 TASK 1 — EXPLORATION

    2.1 RECAPPED DESIGN PRINCIPLES

    2.2 CHOSEN UNSDG

    2.3 ARTWORK

3.0 FEEDBACK

    3.1 WEEK 2

4.0 REFLECTION

    4.1 EXPERIENCE

    4.2 OBSERVATIONS

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1.0 INSTRUCTIONS 

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2.0 TASK 1 — EXPLORATION

Instructions: 

1. Recap (i.e. summarise in a short line / paragraph) the design principles listed below:
1. Gestalt Theory
2. Contrast
3. Emphasis
4. Balance
5. Repetition
6. Movement
7. Harmony & Unity
8. Symbol
9. Word & Image
2. Pick and briefly describe one of the United Nations' Sustainable Development Goals (UNSDG).
3. Select an existing art / design work that revolves around your chosen UNSDG.
1. Credit: Title of work, artist's / designer's name, year, size, medium, source link.
4. Explain in 100–150 words why you chose that design.
5. List the design principles observed in that design.

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2.1 RECAPPED DESIGN PRINCIPLES

2.1.1 GESTALT THEORY

Gestalt Theory refers to rules that describe how the human eye perceives visual elements. It is used to simplify complex compositions and show how the human eye perceives multiple shapes as a single form. There are six principles in total: Principle of Similarity, Principle of Continuation, Principle of Closure, Principle of Proximity, Principle of Figure / Ground, and the Law of Symmetry and Order.

Figure 2.1.1-1: Gestalt Theory — Principle of Figure / Ground, Week 2 (14/02/24)
Figure: Mowgli and the trees
Ground: Shere Khan

2.1.2 CONTRAST

Contrast refers to the juxtaposition of strongly dissimilar elements. It is used to provide visual interest, emphasise a point and express content. There are different types of contrast, including colour and shape contrast.

Figure 2.1.2-1: Contrast, Week 2 (14/02/24)
The yellow of the eye contrasts with the dark background.

2.1.3 EMPHASIS

Emphasis refers to the particular importance or attention given to something (Cambridge Dictionary, 2022). It is used to create dominance and focus in a design work. Emphasis can come in the form of colour, shape, and value.

Figure 2.1.3-1: Emphasis (by @yomyasateko), Week 2 (14/02/24)
Emphasis is placed on the red patch of light illuminating the subject's face.

2.1.4 BALANCE

Balance refers to the distribution of visual weight in a composition. There are two types of balance: Symmetrical balance and asymmetrical balance. Symmetrical balance can bring a sense of peace and harmony while asymmetrical balance evokes feelings of energy, movement, and vitality.

Figure 2.1.4-1: Balance — Symmetrical Balance (Approximate Symmetry), Week 2 (14/02/24)
The subject is placed on a central axis.

2.1.5 REPETITION

Repetition refers to the repeated use of particular elements to create a pattern, movement, rhythm, or unity (Issaquah Schools Foundation, 2021). It is also used to create visual excitement by enriching a surface and to make a work of design seem more active.

Figure 2.1.5-1: Repetition, Week 2 (14/02/24)
Certain shapes and symbols are repeated to create the henna design.

2.1.6 MOVEMENT

Movement refers to the path the human eye follows through a composition. Movement also occurs when elements in a composition appear to be moving. Movement is formed using a variety of shapes, forms, lines, and curves.

Figure 2.1.6-1: Movement, Week 2 (14/02/24)
The white lines and hearts lead the viewer's eye to the subject.

2.1.7 HARMONY & UNITY

Harmony refers to the sense that all elements in a design fit together, whereas unity refers to the repetition of certain elements in a design that pulls the look together. Harmony and unity are used to create a sense of oneness and belonging in a composition.

Figure 2.1.7-1: Harmony & Unity (by @GaelleAvril), Week 2 (14/02/24)
All panels have the same earthy colour palette.

2.1.8 SYMBOL

Symbol refers to a sign, shape, or object used to represent something else. There are three types of symbols: Pictorial symbols, abstract symbols, and arbitrary symbols. 

Figure 2.1.8-1: Symbol (by Jonas Taube), Week 2 (14/02/24)

The butterfly symbolises the butterfly effect.

2.1.9 WORD & IMAGE

Typography and imagery are used to convey a message or concept in a work of art or design. It can deepen the meaning of a design and create a sense of hierarchy and balance.

Figure 2.1.9-1: Word & Image, Week 2 (14/02/24)
The viewer first sees the title and main image, then the captions and smaller images.

*For more in-depth notes on the design principles, refer to Lecture Notes.

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2.2 CHOSEN UNSDG

Out of the 17 UNSDGs, I chose Goal 15: Life on Land. Goal 15 aims to protect, restore and promote sustainable use of terrestrial ecosystems, manage forests in sustainable ways, combat desertification, halt and reverse land degradation, and halt biodiversity loss.

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2.3 ARTWORK

Figure 2.3-1: Project S 4: Poison Swamps by Anton Fadeev, Year: 2023, Size: N/A, Medium: Digital
Week 1 (09/02/24)

I chose this artwork because I believe it encapsulates the future of our ecosystems if we, as a society, do not abide by Goal 15: Polluted, poisoned, extinct. With humanity slowly detaching itself from nature as we progress into the Fourth Industrial Revolution, it can be easy for us to forget that we are still part of the natural world and what we dish out in the name of progress will surely be our ruin if we aren't careful. Overworking land, deforestation, and pollution — all of this can lead to irreparable damage to the Earth. The dystopia portrayed in Anton Fadeev's Poison Swamps won't stay a work of fiction for long if we continue down this destructive road.

Design principles observed:

• Balance — Asymmetrical balance + rule of thirds.
• Emphasis — Emphasis on the animal skeleton.
• Contrast — The skeleton contrasts against the lighter background.
• Unity & Harmony — Use of similar colours.
• Scale — Size of skeleton VS humanoid figure.
• Repetition — Trees.

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3.0 FEEDBACK

3.1 WEEK 2

Specific Feedback: 

• UNSDG:
• The "Week 1" in the UNSDG artwork caption looks like the artist created the artwork in Week 1.
• Remove Figure / Ground as it is not relevant.
• Can put Harmony as a replacement.
• Recap Design Principles:
• Add your own example for each design principle.
• Remove lecture notes.
• Overall:
• Done to a T.
• Almost ready for submission.

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4.0 REFLECTION 

4.1 EXPERIENCE

Task 1 has been light and manageable. I had an easy time.😇 Choosing an artwork for the UNSDG probably took the longest because I found many that I wanted to write about.

4.2 OBSERVATIONS

Maintaining clarity and hierarchy in my blog is important, i.e. I should list my work according to which instruction comes first.

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QUICK LINKS

TASK 1 — EXPLORATION

TASK 2 — VISUAL ANALYSIS

TASK 3 — DESIGN

FINAL COMPILATION

LECTURE NOTES