GCD 60804 / Design Principles - Task 1: Exploration
6/2/2024 - 22/2/2024 / Week 1 - Week 3
Cindy Clarissa Leslie / 0367677
Design Principles / Bachelor of Design (Hons) in Creative Media
Task 1: Exploration
Design Principles / Bachelor of Design (Hons) in Creative Media
Task 1: Exploration
LECTURES
Week 1: Lecture 1,2 & 3
Elements of Design
Figure 1.1 The different elements of design by Proactive Creative
https://proactivecreative.com/principles-of-design-in-art/
Point - the simplest element of design, used to create lines and forms, points are repeated to eventually create a line, these combined lines would eventually be manipulated into different kinds of shapes.
Line - can be used as a mode for expression, example: active, static, aggressive, passive. The way lines are drawn could indicate directions or even moods. Lines are usually combined in ways to create imagery for a more effective communication.
Shape - refers to the outline of a space of a two-dimensional area or within a three-dimensional object. There are two categories: geometric (circles, squares, triangles) and organic (irregular, often curving or rounded)
Form - refers to a three-dimensional area enclosing space. Major element in sculpture and architecture
Texture - refers to the tactile qualities of surfaces or the visual representation of those qualities. Two categories: actual texture (experienced by touch) and simulated/implied texture (created to look like the real texture)
Contrast & Gestalt Theory
Contrast in design refers to the direct juxtaposition between two dissimilar elements, this could be through shapes or colours.
- Commonly used in order to create an emphasis or visual interest in the design, aims to immediately catch the attention of audience, giving a stronger impression of what the message of the design is all about.
Figure 1.2 "FORK IT" by alwaysbrainstroming, using contrast in an illustration to create objects
https://alwaysbrainstorming.com/
Gestalt principles refers to the way the human brain works, where it would automatically search for a pattern. This theory aim to show how complex scenes can be reduced to more simple shapes and how the eyes perceive these shapes as a single united form.
Figure 1.3 Poster by Joe Chiang, using repetition and movement in a design
https://ifitshipitshere.blogspot.com/2012/07/minimalist-modern-re-imagined-movie.html?zx=f5e4723a1291d465
Based on the gestalt theory, our brains can process what goes on beyond the poster, where we imagine the man to continue twisting and falling in the loop. The repetition of the image of the man falling allows us to create a pattern.
- Principle of similarity - The human eye perceives similar elements in a design as a complete picture, shape, or group.
- Principle of continuation - The human eye follows the past lines and curves of a design and prefers to see a continuous flow of visual elements.
- Principle of closure - The human eye prefers to see complete shapes and can perceive a complete shape by filling in missing information.
- Principle of proximity - Related design elements should be placed together, and unrelated items should be spaced apart.
Principle of figure ground - objects are perceived by the eyes as either placed in the foreground or the background
Balance & Emphasis
Balance in design refers to the equally distributed visual weight in a composition. This balance can be symmetrical or asymmetrical.
- Symmetrical - equal weight, arrangement on each sides of a centrally placed fulcrum
- Asymmetrical - unequal weight, arrangement on each sides, one side could have more dominant focal points than the other.
Figure 1.4 Poster by Pierre Mendell, balance as the main concept of the design
http://www.mendell-design.de/
Though both sides of the poster is not exactly the same, the artist was able to achieve the balance by focusing on texture on the left side, though the right side lacks texture, it was able to make up for the imbalance by the striking orange colour that also creates a huge contrast.
Emphasis is the focal point or visual focus of a design, being the dominant element within the composition.
Figure 1.5, Artwork by nu.jour, creating emphasis with the use of colours.
https://www.instagram.com/p/BoHkH3VH2PE/?utm_source=ig_web_copy_link
With this artwork, we can observe how the eye is immediately brought upon the yellow umbrella. Though the umbrella element is repeated, the use of a bright yellow colour in contrast to the ones that are black and white would create the impression that it is the focal point even if it isn't right in the center.
Repetition & Movement
Repetition makes a work seem more active
Creates a sense of rhythm and pattern
Variety to make rhythm exciting and active
Variety - change or slight difference in elements
Movement is the way a design leads the eye in, around, and through a composition
Comes from the kinds of shapes, forms, lines and curves that are used
Figure 1.6 Poster by Shinnosuke Design, repetition servers as the main component of the design
https://shinn.co.jp/timeline/
Images are static and unmoving. Although this poster uses the same fish graphic for the pattern, with the smart positioning and sizing of each graphics together with the repeated pattern was able to create an assumed movement.
Week 2: Lecture 4 & 5
Harmony & Unity
Harmony in design refers to the way elements are able to fit together and resonate with each other, providing a rather pleasing atmosphere for the viewers. These elements are usually
refers to the sense that the elements in the design is able to fit together, usually within the aspects of aesthetic, mood or style. (such as using similar shapes and colours for resonance).
Figure 2.1 Interior design by Tyoma Atsone, a consistent red and black room
http://https//www.instagram.com/tyoma_atsone/
With the consistent colours and style, it creates an unspoken theme for the room itself and leaves this harmonious atmosphere for the audience.
Unity refers to the repetition of certain elements in an artwork, these elements are composed in a certain way that would give a sense of balance and oneness. This gives the design a sense of coherence.
Scale is the size of one object in relation to other objects in a design, determined through actual measurement and visual estimates based on comparison.
- can be used as a way to specify visual interest and illustrate details
Proportion refers to the size of the parts of an object in relationship to other parts of the same object
Figure 2.2 Andrew Wyeth, Christina’s World, 1948
https://www.artsy.net/article/artsy-editorial-controversial-story-andrew-wyeths-famous-painting
Realistically, there is no way that the girl would be larger than a house. Based on the size and placement of the elements, where the girl lying down is larger than the houses, our brain would process that the camera is closer to the girl herself. The artist was able to create a sense of depth on a canvas by using the concept of scale and proportion.
Symbol, Word & Image
Symbols refer to signs, shapes and objects that are utilized to represent something else.
- symbols in design are usually used in order to convey certain messages from the author, allowing deeper meaning that could be explored by the audience. Types in graphic symbols include:
- Pictorial symbols - image related, simplified pictures
- Abstract symbols - mimics the objects they represent but with less details
- Arbitrary symbols - generally have no resemblance to the object being represented
Use of imagery in design is crucial as the relevant images would allow viewers to relate. Pairing suitable words and images would allow to deepen the message/meaning a design is trying to convey, better yet, when the positioning and the typeface works well, it will help create a better sense of balance and hierarchy in the artwork.
Figure 2.3 Oppenheimer poster by Akiko Stehrenberger
https://x.com/akikostehrenbe1/status/1692178980789731510?s=20
We can observe in this case, if we imagine the poster to have no text we would have no clue on what the context of the design is. With the help of the text, we proceed to understand that this design is a movie poster, where the graphics would also support the context by providing what the film itself is all about, which was about the making of an atomic bomb.
INSTRUCTIONS
Task 1: Exploration
5. Gender Equality
Ensure that there is equality amongst genders especially in battling societal norms that has oppressed women for the longest time, empowering women in the world. Inequality amongst genders can be found within traditions especially marriages, where girls under 18 are still being forced in marriage, women still lack rights to their own bodies and reproductive rights, there are also more job opportunities and higher wages available for men in comparison to women. This goal aims to raise awareness and create movements to change the imbalance found between genders in society.
Figure 3.1, Untitled (Self-portrait with thorn necklace and hummingbird), Frida Kahlo, 1940. 62.5 x 48.0 cm, oil on canvas.
https://artsandculture.google.com/asset/untitled-self-portrait-with-thorn-necklace-and-hummingbird-frida-kahlo/MwHFAKi5c5lw2g?hl=en
This self portrait, revolves around the concept of feminism, as she talks about her experience and identity as a wife in a failing marriage, especially how it affected her emotionally. Kahlo can also be seen to challenge gender norms as a woman in this portrait, where they are constantly expected to soft and feminine, Kahlo refused to alter her appearance especially in her facial hairs that makes her seem 'masculine'. Kahlo shows power despite not fitting into female stereotype and shows how she fully embraces herself as a woman. Based on the principles of design, Kahlo herself serves as an emphasis due to the contrast between her skin colour and the floral background. Repetition of leaf patterns in the background is used to present a forest-like setting. Balance found from the symmetrical composition. Movement can be found from the thorns, leading the audience to view from her face, body, animals to background. Despite the different elements, Kahlo was able to maintain harmony from the consistent mood and style.
References
“Self Portrait with Thorn Necklace and Hummingbird, 1940, by Frida Kahlo.” FridaKahlo, www.fridakahlo.org/self-portrait-with-thorn-necklace-and-hummingbird.jsp.
“Untitled (Self-Portrait with Thorn Necklace and Hummingbird) - Frida Kahlo - Google Arts & Culture.” Google, Google, artsandculture.google.com/asset/untitled-self-portrait-with-thorn-necklace-and-hummingbird-frida-kahlo/MwHFAKi5c5lw2g?hl=en.
V., Andrey. “The Importance of the Frida Kahlo Self-Portrait with Thorn Necklace and Hummingbird.” Widewalls, 7 July 2018, www.widewalls.ch/magazine/frida-kahlo-self-portrait-with-thorn-necklace-and-hummingbird.
FEEDBACK
Task 1: Exploration
Week 2
Directed Feedbacks
Mention how the eyes move in the composition (ex. going from her face to the flowers on her head), point out and mention the principles of design found instead of analyzing it further.
Week 3
General Feedbacks
Provide your own examples in explaining the principles of design, provide your own input in the information.
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