Design Principles / Exercises
1.9.2022 - 22.9.2022 (Week 1- Week 4)
Loke Yan Ling / 0344602
Design Principles / Bachelor of Design in Creative Media
Exercises
Instructions
TASK:
The 5 design principles I choose are Contrast, Gestalt Theory (Principles of Figure/Ground), Movement, Emphasis and Repetition.
Contrast
Recap:
Contrast is used to emphasize a point and express content. which can be assists by colors or composition. Contrast is used to showing difference in the design or elements.Visual Reference:
Video 1 KLCC Aquarium; 1/8/2022
Idea exploration:
This video is taken at the Aquarium and I found out the colors of the background is complementary to the color of jellyfish. That means it showing difference in colors. Therefore, one scene of the video is selected for my design. Difficulties in selection comes up when editing the color in Photoshop. First photo using the original color with some contrast. Next, I used the black and white as the based of photo, the structure of jellyfish and background remain still. The last photo totally in black and white color without any structure left. 3 of them have the concept of contrast.
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| Figure 1.1 Photography of Jellyfish |
Feedback:
On the week 2 tutorial session, Ms. Yip has view my ideation. However, except for the principles of word and image , photography of design is not allowed by a reason of exercises are trained on how we applied the principles on the composition of elements. Ms. Yip said the photography still can keep it as an experimental or reference. I sketched poster related with jellyfish by illustrator. I choose a darker background and bring the illustration of jellyfish at the front of the word.
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| Figure 1.2 Jellyfish |
Feedback:
Do not use all capital words, particular arrange in the vertically manner. Secondly, the jellyfish can be more brighter and darker the background to make the contrast stronger. The word of jellyfish can be at the bottom of the design without separation of words to indicates the jellyfish. Then, smaller jellyfish can be trailing around the empty space.
I made different attempts for the jellyfish arrangement, however, the most suitable one in the end was the pyramid arrangement. Thus, I have applied the pyramid composition into the artwork.
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| Figure 1.3 Jellyfish design 1 |
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| Figure 1.4 Jellyfish design 2 |
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| Figure 1.5 Jellyfish design comparison |
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| Figure 1.6 Jellyfish design 3 |
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| Figure 1.7 Jellyfish design 4 |
Feedback:
The word look a bit crowded with the jellyfish, take out the word will makes the design better.
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Rational:
Jellyfish have no heart, no mind, no sorrow, and no idea what joy is. But they are dancers, the ocean is their stage, and as long as there is light, they can be pink, blue, transparent or undefined colors. They keep dancing until they turn into a puddle of water as if they have never been on this earth in time. When I met them at the aquarium, I was fascinated by their delicate dance moves but I could not express them in my artwork. I could only express their beautiful colors in the light only.
Reflection:
At first I tried to draw the jellyfish in the picture by copying it, but the drawing was really not good. So I googled for ways to draw jellyfish using illustrator. In the process of exploring the drawing, I accidentally drew the jellyfish's aperture to express the feeling that the jellyfish was glowing. I was worried that the jellyfish I drew wouldn't look like a jellyfish, so I added the word jellyfish on purpose, but it was okay. After being advised by my teacher, I had trouble with the layout of the jellyfish, so I made numerous attempts until I got one that I was satisfied with.
Gestalt Theory
Recap:
Gestalt theory are rules that aim to show how complex scenes can be reduced to more simple shapes and perceive the shapes as a single, united form rather than the separate simpler elements involved.
Visual Reference:
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| Figure 2.1 Reference on clock and milk |
Idea exploration:
I was inspired by a photo that uses Principles of Figure/Ground by Kaushik Badarinarayna. The fork and wines is linked together to show a message of food and beverage. These thoughts popped into my head as I was drinking milk and checking the time. I found out flipping the clock upside down same as the part of the organ of the cow. Instead using the box of milk, I replace it with the glass bottle. I combine these two ideas and sketch it roughly. The shapes of glass bottle can be seen between the organs of the cow.
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| Figure 2.3 Roughly sketch of ideas |
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| Figure 2.4 Half Cow |
Feedback:
Ms. Yip suggested that perhaps the full cow body could be drawn as a comparison to the half-body cow to see which one better. She also mention about the arrangement of my blog such as reference should be placed it together. Thus, I have reorganize the arrangement of my blog and sketch the another drawing. After finishing the drawing, I agreed with Ms. Yip suggestion because the whole cows looks more better.
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| Figure 2.5 Whole Cow |
Feedback:
Ms. Yip think the half-cow will be better because the whole cow take more attention than the message of the bottle of milk. Furthermore, the half-cow's trotters are obvious than the whole cow. For my opinion, I agree Ms. Yip opinion again but the lines are too rough, so I will smoothen the line of the bottle.
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| Figure 2.6 Final Design of Gestalt Theory |
Rational:
With a population of 7.8 billion (as of November 2021), milk is in demand at all ages, leading to the industrialization of milk. I vaguely remember my mother telling me when I was a child that she drank milk that was freshly squeezed and sold in glass bottles, and it tasted so delicious. The bottles could be washed and reused, and the milk vendor would bring them back the next day. Even though I know that milk is now cleaner, safer to drink and the convenience of disposable boxes, I like this kind of humane way, so I want to show it through this artwork.
Reflection:
When I drew the half-body cow, I was worried that it would look very sloppy because I had no drawing skills, but I didn't expect it to look a bit kind of … artistic? Luckily, I was introduced to Adobe Illustrator in another class after the teacher gave me the whole cow feedback, so I tried to use the skills I learned to draw the whole cow. Although there is still a lot of improvement, I am still happy with this small progress!
Movement
Recap:
Movement is directed along lines, edges, shape, and color that create a path for viewer's eye takes through the work of art to focal points.
Visual Reference:
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| Figure 3.1 Reference of Movement |
Idea exploration:
Although the flow of honey appears to be stationary, we know it is flowing. This reminds me of time, we only know the passage of time through clocks or sunrise and sunset, while the hourglass shows movement through the change of weight and flow. Then, I create the design of sand clock that show movement that upside of the sand clock have the less weight and the bottom have the heavier weight of sand by illustrator.
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| Figure 3.2 Sketches |
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| Figure 3.3 Movement in Hourglass |
Feedback:
The movement of upper part sand can be indicates by sharpen the curve of the sand on the glass bulb above. White background will stands out the design better.
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| Figure 3.4 Final Design of Movement |
Rational:
I believe that everyone has played time limit table games such as Bingo with a hourglass. Interestingly, the flow of sand appears to be stationary to our naked eye, and we only know the passage of time by the decrease in the amount of sand on the upper glass bulb. I can play the hourglass a half days! This artwork is used to remind me time always flow, appreciate it and make use of it without procrastination. Time is but an illusion that gives meaning to all things.
Reflection
When the first hourglass design was completed, I felt no obvious expression of motion so I was enlightened by Ms. Yip feedback. However, the flow still hard to express out, so i keep on trying and did some research and I found out hourglass will have a small bump on the bottom sand. In fact, the sharpen and the small bump makes the movement of hourglass visible. Furthermore, Adobe Illustrator is really really good to newbie and shaky hands.
Emphasis
Recap:
Emphasis is used to create dominance and focus. Elements such as color, shape, or value can achieve dominance to create emphasis
Visual Reference:
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| Figure 4.1 Reference of ladybird |
Idea exploration:
Emphasis mostly used in color and scale, so I have an image of the ladybird eating a big leaf with an obvious color when I saw the reference. But using one leaf is too simple and too empty, so I have added some leaves to keep the design active and make sure the color of each leaf follow the lightness. Then, a darker color as the background to emphasis the ladybird. The principle of emphasis use in this design not only color, also the scale.
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| Figure 4.2 Sketches |
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| Figure 4.5 Emphasis |
Feedback:
Simple and straight forward, but multiply the numbers of ladybug will make the design more interesting because the emphasis is on the ladybirds.
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| Figure 4.5 Finial Design of Emphasis |
Through the color emphasis, the relationship between the producer and the primary consumer has been shown. When you have plants in your home, you have seen the holes in the leaves where brings alert to the fact that it is time to start the busy activity of pest elimination but I think ladybird is adorable with their tiny body. I have touched them before, they have a smooth appearance. This actually brings back memories of my childhood, because I only saw ladybirds when I was a kid, probably from kindergarten to primary school, and I don't see them much now.
Reflection
This should be the fastest design I have completed out of the 5. I did some research while drawing the ladybird to see what details I needed to add to make it looks real, and I definitely regretted it, the insects and stuff were too scary, but luckily the ladybird was still successfully drawn. When I chose the color of the leaves, I thought the lighter ones looked good, but when I put them together with the ladybird, the ladybird didn't stand out, so I changed the color of the leaves many times, until I didn't know what color I had chosen. Through the color screening, I have a better understanding of emphasis and the basis of color.
Repetition
Recap:
The repetition of design elements creates rhythm and pattern which increase visual excitement by enhancing surface interest.
Visual Reference:
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| Figure 5.2 Tangled Poster https://disneyprincess.fandom.com/wiki/Tangled |
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| Figure 5.3 Lantern photo by adisornfoto/Shutterstock https://www.afar.com/magazine/ |
Idea exploration:
On 11/90/2022 is the Mid-Autumn Festival, which naturally brings to mind moon cakes and lanterns as well as moon viewing. During the festival, lanterns are hung all over the road that seems have the principle of repetition and this remind me of the Tangled movie. It have the scene of all the lanterns are shining in the sky. So, the lantern is draw that release from mountain to another mountain and trying to across the sea. I feel like replace the cloud by starlight after the sketches.
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| Figure 5.3 Repetition on Sky Lanterns |
Feedback:
It is repetition by itself. However, the design feel more like the sketch, perhaps refine the lines. The lanterns that closes to the view can be more like a real object (lantern). Ms. Yip like this idea because it is not just repetition also some movement of the lanterns. Maybe can have a slightly bigger one at the front so the lanterns will not all in the same size and make the design more active.
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| Figure 5.4 Final Design of Repetition |
Rational:
Sky lanterns were mostly used for military purposes in ancient times, but with the passage of time, they are now mostly used for praying for good fortune. For me, sky lantern is a medium for people to convey their belief, hope, wishes and thoughts to someone they love. The lanterns attempt to float over the sea in the same way that people attempt to convey their message. The light emitted by the lanterns represents the people's faith, which shines brightly in their hearts.
Reflection:
The design is the same as emphasis', which is hand-drawn. But this is even harder to draw than the leaves ones. I have never been able to draw the shape of the lantern well, and it is difficult for me to draw the feeling of light seeping out. So, when I drew one, I copied it and changed the size. The result is very poor. With white, yellow and orange as the main colors, I re-drew a few of the lanterns with lines. To draw the lanterns across the opposite bank, I put them all around a line. As with the contrast design, I found that having movement brings up the overall look of a design. As Ms. Yip said, a good work is made by different principles working together.
LECTURES
Week 1
Introduction of elements and design principles
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| Figure 1.1 Element of Design |
As the class was announced as online based learning, we have met Ms Yip from the prerecorded video. The design was a collaborative effort by elements and principles of deign while design elements are the fundamentals of design principles. There are seven principles of art and design - gestalt theory, contrast, emphasis, balance, repetition, movement, harmony & unity, symbol, word and image. Use the elements of art and design - line, shape/form, space, value, color, and texture - to create an overall composition. Using art and design as reference, Ms. Yip explained each element in detail and gave many extra materials for our further understanding.
Contrast and Gestalt Theory
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| Figure 1.2 Contrast in Interior Design & Architecture |
Contrast is the juxtaposition of strongly dissimilar elements to emphasize a point and express content. It can be assists by colors or composition. I found a picture from Pinterest. It uses contrast as yellow light in Interior Design and used arched to contrast the space in Architecture. Gestalt theory are rules that aim to show how complex scenes can be reduced to more simple shapes and perceive the shapes as a single, united form rather than the separate simpler elements involved. There are total 5 principles and 4 laws in this theory such as:
- Principle of Similarity
- Principle of Continuation
- Principle of Closure
- Principle of Proximity
- Principle of Figure/Ground
- Law of Symmetry & Order
- Law of Uniform Connectless
- Law of Pragnanz
- Law of Law of common Fate
Week 2
Briefing and Tutorial
Ms. Yip gave a clear introduction to MIB, which is an information booklet about the course and assignments. Then we went into the tutoring session and I was the first student to receive feedback. I have updated the feedback in each section below. Mr. Yip advised us to keep on progression to avoid things all crammed together. At the end of the class, some students ask question about the design principles we learn now such as difference between contrast and emphasis, how to perform perform, Ms. Yip explained with examples and share the history of Germany famous design school called 'Bauhaus' which unite the principles of mass production with a personal artistic vision and strives to combine aesthetics with everyday functionality. (https://en.wikipedia.org/wiki/Bauhaus) I like how Ms. Yip apply the design principles when she shared about her own experience.
Balance and Emphasis
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| Figure 2.1 Asymmetrical Balance |
Balance refers to the distribution of visual weight in a design work. The visual balance of the various elements makes the whole picture appear balanced. Balance can be symmetrical or asymmetrical.
Equal weight is distributed on each side of a central fulcrum in symmetrical balance. Bilateral balance is produced by the equal placement of items on either side of the central axis (horizontal or vertical) while radial balance is achieved by evenly spacing out the components around a center point. When equivalent but not identical forms are positioned around the fulcrum line, there is approximately symmetry. Asymmetrical balance refers to the composition's visual weight being unequal on each side. A dominant element on one side of the composition may be balanced by a couple or more minor focal points on the other.
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| Figure 2.2 Golden Ration on "Girl with a Pearl Earing" |
Golden Ratio is a mathematical concept with an infinite number (1.618033988749895...), a naturally occurring sequence of numbers found everywhere in nature. Many people have seen the Golden Ratio as a symbol of perfect beauty and a guide to creating visual balance in architecture and paintings over the centuries. It can be used to add harmony, balance, and structure to one's work, potentially increasing the appeal of a design. Rule of Thirds is a composition of guidelines used to add dynamism to a design by dividing the photography into three parts (grid line) that can be horizontal, vertical, or both.
In a design work, emphasis is used to create dominance which is a focal point that ekes travels to first. Elements such as color, shape, scale or value can achieve dominance to create emphasis.
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| Figure 2.3 Emphasis on Chess |
Repetition and Movement
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| Figure 2.4 Movement of Ballerina https://pin.it/6aG8JGO |
Week 3
Harmony & Unity
Harmony is about art that creates cohesiveness, it stressing the similarities but related parts in the work of art. Mostly, harmony express by analogous color, similar shapes and becomes monotony without any elements stands out. Unity is about the different parts of the work of art that are separate but all work together as one. In other words, unity is all the parts working well together in art. Unity also refers to the repetition of particular elements such as color and shape. (https://anitalouiseart.com/)
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| Figure 3.1 Harmony and unity https://pin.it/74UY6x3 |
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| Figure 3.2 Proportion https://pin.it/1VJnh8C |
Scale and Proportion
Scale implies the comparison of objects where the actual size of one object is known. Scale can be determine in two ways: actual measurement and visual estimates based on comparison. Proportion relates to the general size of two objects without information regarding their actual size and the relationship of two or more elements in a composition. The effective use of proportion in design often results in harmony and unity.
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| Figure 3.3 Abstract Symbol of Ox https://pin.it/4KgscS9 |
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| Figure 3.4 Pictorial Symbol https://www.behance.net/gallery |
Symbol
There are two types of symbols, figurative representations and non-figurative representations but we just talking about the graphic symbols in figurative representations. First, pictorial symbols is image-related and simplified pictures. Next, abstract symbols is using less detail to represent the object. Last, arbitrary symbols have no resemblance at all to the objects or the ideas they represent but invented with the meaning constructed which based on geometric shapes and colors.
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| Figure 3.5 Word & Image https://pin.it/5jmJNmR |
Word & Image
Imagery is an essential component of design, whether for print or digital products. Users and viewers can connect with a concept or brand when the right images are used in a design piece. Choosing the right words to accompany the images will enhance the design's meaning. The right typeface and strategic positioning in a design piece will create visual hierarchy and balance, whereas typography is used to design and arrange text to convey a message or concept.
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