Design Principles /Exercises

01.04.2022 - 08.05.2022 (week1-week6)

Chai HongHong/0354211/Creative Media Design

Design Principles

Exercises

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LECTURES

Lecture 01: Elements & Principles of Design, Contrast, Gestalt Theory

In our first class, Ms. JinChi explained the elements and principles of design in detail. These are the elements that make up our design.

Next, Ms. JinChi shows us a variety of contrasts. We see a strong contrast, which has a big impact on our visual.

CONTRAST

• Contrast is the juxtaposition of strongly dissimilar elements. 
• Without contrast, visual experience would be monotonous.
• Contrast can provide visual interest, emphasis a point and express content.

Fig. 1.01: Contrasts

Next, Ms. JinChi introduced us to gestalt theory and showed us：Principle of Similarity, Principle of Continuation, Principe of Closure, Principle of  Proximity,  Principle of  Figure/Ground, Law of Symmetry & Order.

GESTALT THEORY

• The human brain is wired to see patterns, logic, structure. 
• "Gestalt" refers to "shape" or "form" in German.

Fig. 1.02: Gestalt.

Principle of Similarity:  The human eye tends to perceive similar elements in design as a complete picture, shape, or group, even if those elements are separated.

Principle of Continuation: The human eye prefers to see a continuous flow of visual elements.

Principle of  Closure: The user can perceive a complete shape by filling in missing visual information.

Principle of  Proximity: The process of ensuring related design elements are placed together.

Principle of Figure/Ground: Objects are instinctively perceived as being either in the foreground or the background.

Law of Symmetry & Order: This law states that elements that are symmetrical to each other tend to be perceived as a unified group.

Lecture 02: Balance & Emphasis

BALANCE

• Balance refers to the distribution of visual weight in a work of design.
• It is the visual equilibrium of the elements that causes the total image to appear balanced.
• Balance can be symmetrical or asymmetrical.

Fig. 1.03: Balance

SYMMETRICAL BALANCE

• Has equal "weight" on equal sides of a centrally placed fulcrum.
• The equal arrangement of elements on either side of the central axis(horizontal or vertical) resulting in bilateral balance.
• Arranging elements equally around a central point results in radial balance.
• Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.

ASYMMETRICAL BALANCE

• Unequal visual weight on each side of the composition.
• One side of the composition might contain a dominant elements, which could be balanced by a couple or more lesser focal points on the other side.
• More dynamic and interesting. It evokes feeling of modernism, movement, energy and vitality.
• Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex.

THE GOLDEN RATIO

• Also known as phi, the Golden Ratio (other names: Golden Mean, Golden Section) is a mathematical concept and a number that goes on indefinitely (1.618033988749895...). The ratio itself comes from the Fibonacci sequence, a naturally occurring sequence of numbers that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.
• Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty or is uniquely found throughout nature.
• The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
• For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one's work. It can also increase the appeal of a design work.

RULE OF THIRDS

• It is a composition guideline to create more dynamism to a work of design/photography/film/painting.
• An image is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.

EMPHASIS and dominance

• Emphasis is used to create dominance and focus in a design work.
• Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.

Fig. 1.04: Emphasis

Lecture 03: Repetition & Movement

REPETITION

Pattern and Rhythm

• Repetition could make a work of design seem active.
• The repetition of elements of design creates rhythm and pattern within the work.
• Variety is essential to keep rhythms exciting and active, and to avoid monotony.
• Pattern increase visual excitement by enriching surface interest.

MOVEMENT

• The way a design leads the eye in, around, and through a composition -the path the eye follows.
• Motion or movement in a visual image occurs when objects seem to be moving in a visual image.
• Movement in a visual image comes from the kinds of shapes, forms, lines and curves that are used.

Lecture 04: Harmony & Unity

HARMONY

• Harmony involves the selection of elements that share a common trait.
• Harmony becomes monotony without variety.
• Harmony is the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.

Fig. 1.05: Harmony

UNITY

• Unity refers to the repetition of particular elements throughout your design—whether they're colors, shapes or material—to pull the look together.
• Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
• Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.

Fig. 1.06: Unity

Lecture 05: Symbol, Word & Image

SYMBOL

• A sign, shape, or object that is used to represent something else(Cambridge Dictionary, 2020).
• In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story (Eco, 1976 & Pettersion, 2015).

Fig. 1.07: Symbol

Word & Image

• Imagery is a vital part of design, be it print or digital. Users and viewers are able to  relate to a concept or a brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing.
• Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.
• Typography is the design and arrangement of text to convey a message or concept.

Fig. 1.08: Word & Image

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INSTRUCTIONS

Exercises

Week 1- Week 2 (Contrast & Gestalt Theories) 

This week’s exercise consisted of 2 parts. We learned about contrast and gestalt theory and practiced it.

Part A: Contrast 

Fig. 2.01: Contrast: This drawing draws on Tai Chi, which I think is a very strong contrast.

Final Design of Contrast

Fig.2.01.Final Contrast

Part B: Gestalt Theories 

Fig. 2.02: Gestalt Theories: The waves and the Sunset

Gestalt Theories: This is a profile of a man whose face and ears I have outlined with waves and the setting sun. It's a little abstract, isn't it?

Final Design of  Gestalt

Week 3- Week 4 (Repetition & Balance)

Repetition

I referred to this picture last week and it is made up of repeated patterns.  

Fig. 2.03: Reference diagram.   

So I thought of leaves and branches, and I abstracted the branches. I made a jungle out of repeated patterns.

Fig. 2.04: The jungle

After receiving feedback from Ms. JinChi, I added color to my design, since I mainly used the same lines to express repetition, so I didn't fill in the color, I just changed the color of the lines.

Final Repetition

Fig. 2.04: Final Repetition. The jungle

Balance

When it comes to the balance, i think of Tai Chi.

Fig. 2.05: Reference diagram. Tai Chi.

I wanted to design it with a snake, but i didn't know how to express it, so the first draft made it hard to know what it is. Alright, i ended up simplifying it, adding some curves to it, but it still looked abstract. I don't know what to name it. I feel it's balanced.

Fig. 2.06: First draft

Fig. 2.07: Final draft.

Ms. JinChi said my idea of using snakes was interesting and she wanted me to add color to my final design.

Final Balance

Fig. 2.08: Final Balance.

Week 5- Week 6 (Symbol, Unity)

Symbol

I want to use Figurative Representation to express a cycle that destroys the environment. I use the semicircle at the bottom to represent an open mouth. On the top of the semicircle is a hand that litters. What I want to express is that the garbage that is thrown away everywhere cannot be decomposed in the soil. The food we eat grows from the soil, and the garbage that cannot be decomposed will also enter our bodies. 

Fig. 2.09: Sketch of Cycle

When I digitized the sketch, the handle came out from the edge of the circle.

Fig. 2.10: Cycle

Unity

I use countless circles of different sizes to represent the Flower heart. Flowers made of circles of different colors and sizes look unity.

Fig.2.11

Fig.2.12: Flower heart

After receiving Ms. JinChi's feedback, I added some new Ideas. I designed three flower hearts with different patterns. I found that Ms. JinChi was right, I preferred the second flower hearts. So I changed my final design.

Fig.2.13: Unity

Final Unity

Fig.2.14: Final Design

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FEEDBACK

Week 1

General Feedback：During the first week, we watched a lecture given by Ms. JinChi. 

Specific Feedback：-No specific feedback was given this week-

Week 2

General feedback:  Ms. JinChi looked at our designs and made suggestions.

Specific feedback：Ms. JinChi suggested that I make the contrast more explicit and that the gestalt's composition should be horizontal. And she wanted me to be brave enough to share my screen and design ideas, she encouraged me a lot.

Week 3

General feedback: Ms. JinChi praised me for speaking in English.

Specific feedback：Since I hadn't decided on another principle, Ms. JinChi suggested that I think about which one to choose.

 

Week 4

General feedback: I can add some repetitive green to my design.

Specific feedback：Ms. JinChi said the idea of using snakes was interesting, but my work looked a little empty and should have added some color or lines.             

                         

Week 5

General feedback: I should quickly identify the principle I want to study and refine it.                                       

Specific feedback: Ms. JinChi suggested that I continue to explore my research.

                                          

Week 6

General feedback:  Ms. JinChi looked at my Symbol and Unity designs. Suggest that I add more ideas to my Unity design and then choose my favorite design from among them.               

                         

Specific feedback: 

                                   

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REFLACTIONS

Week 1

Experiences:I watched a lecture given by Ms. JinChi and learned about design principles and basic elements of design. And I designed gestalt and contrast principle.

Observations:  When I first started school, I didn't know much about anything. Ms. Jinchi was very patient and told me what I should do. When she found that I was not in the group, she reminded me to join the group.

Findings: Discovered the joy of design.

Week 2

Experiences: In the second week, we were asked to share our screens and our designs. I was using Teams for the first time, so I didn't know how to share screens. And when I was called, it was very sudden. Because my english was not good and I was not prepared, I couldn't express my thoughts at that time. Ms. JinChi patiently showed me how to do it and encouraged me to speak my mind. She also allows me to communicate with her in Chinese. She hopes I can express myself in English next time and she hopes to see my progress. I am very grateful to her, she warmed me up when I was nervous in front of the screen.

Observations: I saw my classmates' works in class, some are very creative, worth my learning.

Findings: For this design, I used markers to draw on paper, because I don't know how to use software to design, so my design doesn't look good.

Week 3

Experiences: This time I learned how to share screens and introduced my ideas in English. But I have not yet decided on the other principle i want to choose. Ms. JinChi told me that I have a lot of time to think about the other principle and praised me for speaking in English today. I feel very happy.

Observations:  Since the beginning of the semester, I have received a lot of encouragement from Ms. JinChi in this class, which made me dare to express my own ideas in other classes.

Findings: I chose repetition for this design theme. After receiving Ms. JinChi's feedback, I referred to many designs of this theme in order to find my inspiration, and I found that repeated lines can create beautiful patterns.

Week 4

Experiences:I finally settled on the principles I would choose, repetition and balance. I designed two works for this purpose. For repetition, I chose to use repeated lines to form patterns to express it. For balance, I referred to Tai Chi and used the curve of the snake to divide the circle.

Observations:  After receiving feedback from Ms. JinChi, I added color to my design. When I filled in the color for the repetition principle, I found that the lines became less obvious, but I really wanted to express the lines, so I just changed the color of the lines. Since the picture looked a little empty, I added some more lines on the picture.

Findings: I found that I was still unfamiliar with the application of Adobe, which affected my creation. I'll learn more about Adobe and keep going.

Week 5

Experiences: I haven't made any new progress in my design this week. I chose a symbol principle. I have read and referred to many similar works, but I still have no idea. The other principle I haven't decided which one to choose.

Observations:  I'm relieved to see everyone's progress is slow.

Findings: Nothing new this week.

Week 6

Experiences: After my exploration, I chose two principles that I wanted to study, Unity and Symbol. I identified what I wanted to express with the logo, then sketched the general idea on paper and digitized it on the Adobe Illustrator. For Unity, I was inspired by the flowers, and I used simple shapes to unify them from small to large.

Observations:  As I was designing, I realized that there were some similarities between the exercises we were doing. The Unity principle I designed this time looks very much the same as the repetition principle I designed last time.

Findings: I find that the purpose of our practice is to create. These principles look similar but not the same, and we can express them in many ways.