Design Principles | Exercises

09.01.2022 - 16.01.2022 | Week 1 - Week 2

Yap Sze Ying | 0349172

Bachelor of Mass Communication (Hons) Digital Media Production

Design Principles | Exercises

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LECTURE

01: Elements and Principles of Design

Visual Communication: Utilisation of design to convey purposeful messages to a target audience

Elements of Design

a) Point

• Simplest element of design
• A line is formed when a point is used as repetitive mark
• As points move in space, other 2D and 3D figured are created

Figure 1.1 Points (13th Jan 2023)

b) Lines

• Can be active or static, aggressive or passive, sensual or mechanical
• Can indicate directions, define boundaries of shapes and spaces, imply volumes/ solid masses and suggest movement/ emotion
• Can be grouped to depict qualities of light and shadow to form patterns and textures

Figure 1.2 Lines (13th Jan 2023)

c) Shape

• Expanse within the outline of 2D area or within a 3D object
• When a line/lines enclose an area or an apparent change in value, the shape becomes visible
• Two category of shapes -geometric or organic

Figure 1.3 Shape (13th Jan 2023)

d) Form

• 3D area
• When form encloses space, it called volume
• A major element in sculpture and architecture
• With 2D media, form must be implied

Figure 1.4 Form (13th Jan 2023)

e) Texture

• Refer to tactile qualities of surfaces or visual representations of those qualities
• All surfaces can experienced by touching or visual suggestion
• Two category of texture -actual (touch) and simulated/implied (look)

Figure 1.5 Texture (13th Jan 2023)

f) Space

• Indefinable, seemingly empty space around us
• Actual space of picture's surface is defined by edges
• We experience 3D spaces when we are inside
• Outside = mass, whereas inside = volume
• In graphic design, space/depth refer to the area that is occupies
• Can defined as positive (filled space) or negative (empty space)
• Illusion of 3D space = depth

Figure 1.6 Space (13th Jan 2023)

g) Colour

• A visual byproduct of the spectrum of light
• A light wavelengths that human eye receives and processes
• Hue: Colours of spectrum
• Value: Lightness or darkness (Important to create tint, tone and shade)
• Intensity/ saturation/ chroma: Purity of hue
• Pure hue: Most intense & has the highest saturation
• Colour schemes: Distinct colour harmonies (monochromatic, analogous & complementary)

Figure 1.7 Colour (13th Jan 2023)

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INSTRUCTIONS

Exercises: Select two (2) design principles from Gestalt theory / Contrast / Emphasis / Balance / Repetition / Movement / Harmony and Unity / Symbol / Word and Image. Create one (1) design for each chosen principle.

For the two principles, I have chosen Gestalt Theory and Balance.

1 Gestalt Theory -Recap

• Human brain is wired to see patterns, logic and structure
• Refers to 'shape' or 'form' in German
• Rules to describe how human eye perceives visual elements
• Aim to show how complex scenes can be reduced to more simple shapes
• Explain how eyes perceive shapes as a single, united form
• Include the principle of similarity, continuation, closure, proximity and figure/ground as well as the laws of symmetry and order, uniform connectedness, pregnanz and common fate

2 Design Process

2.1 Visual References

To begin, I decided to attempt the principle of figure/ground. The principle of figure/ground is defined as objects are instinctively perceived as being either in the foreground or the background. They either dominate the front (the figure) or recede into the back (the ground). Then, I research Pinterest to get inspiration on how to incorporate it into designs. Below is the design that inspired me.

Figure 1.1 Gestalt Theory | Source: shorturl.at/aDRY1 (12th Jan 2023)

2.2 Idea Explorations with descriptions

Following that, I decided to use the guitar with rock hand gestures after researching study and thoroughly understanding the principle of figure/ground. In order to acquire several ideas, I looked up a couple of hand gestures and guitar designs on Pinterest. Here are a few examples:

Figure 1.2 Hand gestures | Source: shorturl.at/aKLYZ (12th Jan 2023)

Figure 1.3 Guitar | Source: shorturl.at/aFOPW (12th Jan 2023)

Then, I started to sketch out the design. The sketch is shown below.

Figure 1.4 Sketches (14th Jan 2023)

I designed this design using Illustrator when I was satisfied with it. The hand is then painted in black, whereas the guitar is painted in white. To make it interesting, I decided to adjust the hand to 45 degrees rather than horizontal. So it may indicate that someone is playing the guitar. Thus I came up with the design below.

Figure 1.5 Digitisation (15th Jan 2023)

I made a few minor adjustments to the guitar and added three simple lines to make it more visible and appealing after receiving feedback from Ms Jin Chi. Thus I decided to make this design as the end result.

Final Outcome

Figure 1.6 Gestalt Theory: Rock Hand Guitar (20th Jan 2023)

Rock Hand Guitar

In the 1950s, Rock music was popularised around the world. Rock hand gestures and the electric guitar were both newly introduced around that time. Therefore, the first thought that came to mind was to combine the guitar with rock hand gestures. The 'Rock Hand Guitar' is used to pay homage to the glory decade, which was also popular in modern times. 

1 Balance -Recap

• Refers to the distribution of visual weight in a work of design
• Visual equilibrium of elements
• Can be either symmetrical or asymmetrical

2 Design Process

2.1 Visual References

To begin, I decided to attempt the asymmetrical balance. Asymmetrical balance is unequal weight on each side. One side may contain a dominant element, which may be balanced by a couple of lesser focal points on the other side. Then, I looked up Pinterest to get inspiration. Below is the design that inspired me.

Figure 1.7 Asymmetrically balance | Source: shorturl.at/bjuKX (12th Jan 2023)

2.2 Idea Explorations with descriptions

After researching study and thoroughly understanding the asymmetrical balance, I decided to use different kinds of chess pieces to create the design. I looked up several chess pieces designs on Pinterest in order to acquire several ideas. Here are a few examples:

Figure 1.8 Chess | Source: shorturl.at/aeox3 (12th Jan 2023)

Then, I started to sketch out the design. The sketch is shown below.

Figure 1.9 Sketches (14th Jan 2023)

When I was satisfied with the design shown above, I used Illustrator to digitize it. I began by drawing the outline of the king and queen chess components and dividing them in half. Along with this, I also alter the color of the background and the chess pieces to emphasize the design's pattern. Below are what I came up with.

Figure 2.0 Digitisation (15th Jan 2023)

Ms Jin Chi suggested that I arrange the chess pieces in a different way that shows balance by positioning them repeatedly in a circular or the opposite direction. Hence I decided to follow what Ms suggested and created the final design. I then started to digitally draw up the knight chess after acquiring some inspiration from several knight chess designs on Pinterest and thus the end result is shown below.

Final Outcome

Figure 2.1 Balance: The True Pair (20th Jan 2023)

The True Pair

The knight chess was depicted in the image above. To create an asymmetrically balanced design, I aligned them such that they were equal to one another and then rotated them in various ways. This choice of design has also been influenced by how this piece is played, as they’re able to move in two distinct patterns to get to their goal. Though their alignment of them does not balance equally, they are always in pairs, which is why I chose the name 'The True Pair'.

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FEEDBACK

18/01/2023

Gestalt Theory: Ms Jin Chi likes this design and thinks it was well thought out as the two images are related to one another by the hand playing the guitar. There is just one thing to improve it better, and that is to add 3 simple lines to the guitar string to break up the monotony. Further, the sketches need to include in the design process.

Balance: Ms Jin Chi stated that it doesn’t reflect much of my contribution to this design as it can be taken from any of these chess pieces and simply placed on a black and white background with the outline of the chess pieces. Further, sketches must be included in the design process. Ms suggested that I arrange the chess pieces in a different way that shows balance by positioning them repeatedly in a circular or the opposite direction.

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REFLECTION

Throughout these exercises, I was able to have a much better understanding of Gestalt Theory and Balance design principles. Besides that, Ms Jin Chi's suggestions were clear and helped me enhance my design. I have learned a lot about how to mirror an image properly thanks to Balance design principles. In addition to this, these exercises let me understand how much redesigning a work may contribute to its success. In conclusion, I'd say that I learned a lot from this exercise and that I am pleased with it.