Design Principles -TASK 1: Exploration
10/2/2025（Week 2-3)
SUN YUTONG (0377440)
Design Principles / Bachelor of Design (Honours) in Creative Media
TASK 1: Exploration
JUMP LINK
INSTRUCTIONS
LECTURE
ELEMENTS OF DESIGN:
1. POINT: A point or circle is the simplest design element.
Repeatedly marked dots become lines that change dimension as they move through
space.
2.LINE: Lines can also be drawn and expressed in a repetitive
manner to convey a particular texture, light and shadow, or pattern. Lines can
also indicate direction, define the boundaries of shapes and spaces, and
suggest volume or solid mass.
3.SHAPE: A shape is the outline of a two-dimensional area that
appears when multiple lines are drawn around it. Shapes are divided into two
types: geometric shapes and organic shapes. Geometric shapes are precise and
regular, while organic shapes are irregular and curved.
4.FORM: The form has different names and dimensions. In a
two-dimensional area, it is called shape, while in a three-dimensional area,
it is called form. Form will be the main element of architecture and
sculpture.
5.TEXTURE : Texture is the texture experience that can be felt through
touch or visual cues. Texture is divided into two categories, one is to get
the real feeling of texture through touch, and the other is to give people a
feeling of texture through visual cues. The addition of texture can increase
sensory experience.
6.SPACE: In drawings, prints, photographs, and paintings, we perceive
the surface space, whose actual extent is limited by height and width. We
perceive three-dimensional space by our relative position in space to the
surrounding objects. We feel different things in different positions. We feel
more mass outside and more volume inside. In graphic design, space can be
defined as positive or negative space.
7.COLOR: Color is transmitted to the human eye through waves. Color is
the wavelength of light that the human eye receives and processes from a
reflective source. Color has values such as hue, value, and intensity. Value
refers to lightness and darkness, and intensity refers to the purity of the
hue.
Different color combinations will give people different visual experiences.
Common color combinations include: monochrome color matching, similar color
matching, and complementary color matching.
PRINCIPLES OF DESIGN: Contrast, Balance, Emphasis, Rule of Third,
Repetition/Pattern/Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity,
Proportion.
LECTURE 1-Contrast and Gestalt Theory
CONTRAST:
Contrast is the combination of very different elements. The contrast will
give people a strong visual impact, add interest to the visual, and
strengthen the theme and content you want to express.
GESTALT THEORY:
Gestalt theory shows us that the human brain is naturally capable of
recognizing patterns, logic, and structure. The visual elements of human
perception are: 1. Simplifying complex scenes for easier understanding. 2.
Unifying understanding through overall perception. This theory helps us
understand how humans organize and interpret visual information, and is used
in fields such as design, art, and psychology.
Gestalt Theory：
PRINCIPLE OF SIMILARITY:
The brain will build similar elements, and the human eye will see separate
but similar pictures, shapes, etc. as a complete picture.
PRINCIPLE OF CONTINUATION:
The human eye naturally tends to move along the paths, lines, or curves in
the design, and it is easier to perceive coherent visual elements rather
than scattered and separate individuals.
PRINCIPLE OF CLOSURE：
The human eye will automatically fill in the missing visual information to
perceive the complete picture or shape because the human eye prefers to see
complete pictures and shapes.
PRINCIPLE OF PROXIMITY：
In design, in order to help readers get information faster, related elements
are placed together and unrelated elements are separated. When elements are
close to each other, viewers will see them as a whole or a related unit.
When elements are separated from each other, viewers will think they are
independent and unrelated content. This principle makes the layout more
logical and readable.
PRINCIPLE OF FIGURE/GROUND：
The human eye automatically distinguishes the foreground and background,
adding a sense of hierarchy. The elements in the foreground will become the
focus visually, and the elements in the background will serve more as a
foil.
LAW OF SYMMETRY & ORDER：
The human eye tends to see symmetrical elements as a whole rather than as
separate parts. Symmetry provides a sense of balance and order, making
visual information easier to perceive and understand.
LECTURE 2-BALANCE and EMPHASIS
BALANCE: Balance can make the image look more coordinated and stable,
and can be achieved in two ways: symmetry and asymmetry.
- Symmetrical balance: The image will have axial symmetry, and the reader's eyes will focus on the axial symmetry. There are three types of symmetry: bilateral symmetry, radial balance, and approximate symmetry.
- Asymmetrical balance: The visual center of gravity is not equal, but it will form a contrast symmetry in dynamic composition. The contrast and brightness of the color will also affect the visual weight, and the picture will be balanced after adjustment. Asymmetrical balance will make the picture more dynamic and interesting.
GOLDEN RATIO: The golden ratio has long been used as a guide to
creating visual balance in architecture and painting, adding a sense of
balance and harmony to a work.
RULE of THIRDS: Divide the picture into three equal parts horizontally
and vertically to form a nine-square grid, and place the key elements at the
four intersections.
EMPHASIS: Emphasis is applied to creating focal points in design works
to achieve dominance.
LECTURE 3-REPETITION and MOVEMENT
REPETITION: The use of repetition will increase the sense of
unity of elements and add a sense of rhythm to the design work. Patterns
composed of repeated shapes, colors or lines can enrich the surface details
of the design and increase its visual appeal.
MOVEMENT: In visual images, shapes, forms, lines, and curves
are used to lead the reader's eye into, around, and through.
Motion or movement occurs in a visual image when there is something in the
image that resembles movement.
HIERARCHY: Hierarchy is the way of arranging content in a
composition, which can better convey information. Using hierarchy can better
highlight the key points of the information and guide the reader's attention
to the important information.
ALIGNMENT: Alignment refers more to the placement of elements in a
visual work, ensuring that they are arranged along a common edge, center, or
grid. Such placement can enhance the readability of the visual work and make
the entire work more unified and beautiful.
LECTURE 4-HARMONY and UNITY
HARMONY: Harmony is the use of similar elements in a work to make the
whole work look more unified and harmonious. Harmony in design can be
reflected in similar themes, aesthetic styles or expressed emotions.
However, excessive harmony can make the work look monotonous.
UNITY: refers to the use of repeated specific elements in a
work, which can be colors, textures, images, to make the work look more
unified and thematic.
However, unity and harmony are different and have different roles in design.
Unity is achieved through the repetition of elements to achieve coherence
and a sense of structure, while harmony focuses more on the similarities
between elements to make the whole work more coordinated.
SCALE & PROPORTION: Both are elements of size in design. Scale
is the size of one object relative to another. Proportion is the size of
different parts of the same object. Proportion can be measured or estimated
visually.
LECTURE 5 SYMBOL, WORD & IMAGE
SYMBOLS: Symbols can convey information in design and are divided into three categories: graphic symbols, abstract symbols, and arbitrary symbols.
- Graphic symbols: simplified pictures related to images
- Abstract symbols: can represent the object you want to express, but the details are relatively few.
- Arbitrary symbols: have no similarities with the object you want to express, and need to be understood to know what you want to express.
WORD AND IMAGE：Images are an important part of design. Reasonable use of images can better help viewers and readers understand the design work.
The combination of text is also very important. Appropriate fonts and layout can enhance the hierarchy and balance of the design. Arranging text and images through layout can better help the transmission and communication of information.
LECTURE 6 VISUAL ANALYSIS
VISUAL ANALYSIS: Visual analysis is a way to understand design, focusing on the use of visual elements and design principles. It can describe and explain the visual structure, and can also help understand the center of what the designer wants to convey and express.
Three stages of visual analysis:
1. Observation: Use language to describe the visual elements seen, and better observe the elements used.
2. Analysis: Analyze which design principles are used
Study the visual focus
3. Interpretation: Combine historical background to explore the theme and emotion that the author wants to express.
EXERCISE
Understanding Design Principles :
1.Gestalt Theory:
Principle of Similarity-The brain will build similar elements, and the human eye will see separate
but similar pictures, shapes, etc. as a complete picture.
Example:
Principle of Continuation-The human eye naturally tends to move along the paths, lines, or curves in
the design, and it is easier to perceive coherent visual elements rather than
scattered and separate individuals.
Example:
In the picture, the people in the audience seats form a line, and our sight
will also follow the curve of the audience seats to focus on the central
figure.
Principle of Closure-The human eye will automatically fill in the missing visual
information to perceive the complete picture or shape.
Example:
Principle of Proximity-Related elements are placed together and unrelated elements are
separated, making the layout more logical and readable.
In the picture, the school of fish is viewed as a whole, combined into a whole
to serve as the tail of the fish.
Principle of Figure/Ground-The human eye automatically distinguishes the foreground and
background, adding a sense of hierarchy.
Example:
We can see two people's profiles, or we can see it as a vase, depending on
how the audience views the foreground and background.
Law of Symmetry & Order-The human eye tends to see symmetrical elements as a whole rather than as
separate parts.
Example:
2.Contrast: Contrast is the combination of very different elements. The contrast will
give people a strong visual impact, add interest to the visual, and strengthen
the theme and content you want to express.
Example:
Color contrast: Red and black have a strong color contrast.
Shape contrast: The geometric shapes used in the avatar and the
background fonts are irregular, which makes the focus more concentrated.
Font contrast: The contrast of font size can better reflect the theme
of the poster.
3.Balance: Balance mainly refers to the visual weight ratio in a design.
Example:
The two pens in the center of this poster are symmetrical, creating a visual
balance through the contrast of black and white, making the composition more
stable.
4. Emphasis: Emphasis is applied to creating focal points in design works to achieve
dominance.
Example:
5.Repetition: The use of repetition will increase the sense of unity of elements and add a
sense of rhythm to the design work. Patterns composed of repeated shapes,
colors or lines can enrich the surface details of the design and increase its
visual appeal.
Example:
6.Movement: Movement The
various shapes, forms, lines, and curves used in visual imagery to guide the
eye into, around, and through a composition. Movement or motion occurs in
visual imagery when objects in a picture appear to be moving.
Example:
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7.Harmony & Unity: The
elements in the picture will fit together, have common characteristics, and
the overall theme and aesthetic style are consistent.
Example:
This picture is a good example of the design principle of Harmony and unity:
harmony is reflected in the treatment of colors and elements. The elements
are natural scenery, such as mountains, lakes, and trees. In terms of
colors, soft colors such as blue and green are used more.
In unity, the hexagon in the center of the picture, the symmetry, and the
use of graphics enhance the unity of the picture.
Let the reader feel the harmony and unity between geometric figures and
scenery.
8.Symbol: Symbols are signs, shapes or objects that represent certain concepts, objects
or ideas. Symbols have many characteristics and functions: they are concise,
have symbolic meanings and can convey information.
Example:
9.Word & Image: Images are a very important part of design, which can help readers
better understand the theme and concept of the design. Typesetting is
more about the design and arrangement of text, which can help convey
information and concepts and increase the readability of the text.
The combination of text and images will convey the meaning of the
design. The right combination will increase the visual hierarchy and sense of
balance of the design work.
Example:
This movie poster combines text with images, increasing the audience's visual
impact and sense of narrative. The tilted text layout is consistent with the
direction of the characters, enhancing the three-dimensional and dynamic sense
of the characters. The text and the characters form a complementary
relationship so that the text is also integrated into the picture. The
low-angle perspective in the picture can make the characters taller.
TASK 1: Visual Analysis
Picture source:https://dribbble.com/shots/23406321-Write-for-Rights
Title: "Letters are a beacon of hope"
Artist: Karolis Strautniekas
Size: 768 × 1178 pixels
Year: Unknown
Medium: Digital Illustration
Reasons for choosing the painting:
The first time I saw this work, it gave me a strong visual impact. This work
was created to commemorate International Human Rights Day, and Amnesty
International launched the 23rd "Write for Rights" letter-writing campaign.
I saw the protesters in the sun at first glance, and when my eyes followed
the light and noticed the violence in the dark, it gave me a great shock.
The picture is not only an artistic expression, but also resonates with my
emotions, making people resonate and think about social issues.
The color contrast of this work is very obvious. The light uses bright
yellow and the background uses black. The brightness contrast of the colors
has a strong visual impact. Our eyes will focus on the protesters in the
sun, and then follow the light to see the content in the dark. The use of
symbols such as light in the painting and the letter in the woman's hand
makes the message expressed in the work more symbolic.
Painting Observation：
Picture:In the picture, we first see a fallen woman in the center of the painting. The letter in the woman's hand is like the source of light, focusing on the people's resistance activities in the lower left corner. The peace symbol and white doves are used on the signs held high in people's hands to show that people are resisting for peace and freedom. The violent suppression of some dark forces is depicted in the darkness. Turning the letter into the source of light expresses the theme of "letters are beacons of hope". The scenes of people pursuing peace in the light and the violent scenes and characters in the dark are full of dynamics, making the picture more dynamic.
Composition: The picture is a diagonal composition, and the light extends from the lower left corner to the upper right corner. As the light extends, our sight is focused on the letter in the hand of the fallen woman. The diagonal composition adds dynamics and can guide the audience's sight.
Color: The picture uses yellow and black contrasting colors, which enhances the color contrast in the picture, enhances the visual impact, and expresses the tension of people pursuing peace.
Analysis of the painting:
1. Contrast:
- The colours chosen for the painting are yellow and black, with a strong contrast between light and dark for a strong visual impact.
- The bright beams of light contrast with the dark background, highlighting the key characters and situations.
2. Emphasis:
- The yellow light focuses on the letter in the fallen woman's hand, highlighting the focal point of the picture and the theme of the painting, "Letters are a beacon of hope".
- The contrast between the police and the protesters emphasises the theme "Writing for rights".
3. Balance:
- The image is asymmetrically balanced, with light areas at the bottom and dark areas at the top.
4. Movement:
- The figures in the image have movement.
- The viewer's eye moves with the light and notices the figures in the darkness.
- It's a dynamic composition.
5. Harmony & Unity:
- The whole screen is filled with yellow, and the unified hue creates a sense of wholeness.
- The layout of the different elements creates an organic connection between them.
6. Symbolism:
- The gesture of peace, the peace sign, the dove, and other symbols in the painting represent the pursuit of peace.
- The letter in the woman's hand is glowing, emphasising the theme of the painting: Letters are the light of hope.
7. Words and images:
- The words 'AMNESTY.CA' below the picture tell us that this is Amnesty International.
- The combination of words and images reinforces the theme of the painting, "Letters are a beacon of hope".
Interpretation:
This work comes from Amnesty International, which produces posters every year. These works are usually used for publicity activities, fundraising and raising public awareness of human rights issues. The purpose of this work is to raise the level of attention paid to human rights. The two scenes of light and dark in the painting reveal the problems in certain aspects of society. The contrast between light and shadow strengthens the theme - violence occurs in the shadows, and justice needs to be seen.
REFLCTION
In Task 1, we learned several major principles of design principles, which allowed us to better appreciate design works. After completing the visual analysis of my selected works, I became more familiar with the application of principles. The application of principles is very important and can help us design better works.
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