Design Principles / Week 1 - Introduction to Elements and Principles of Design



Week 1 (03.01.2022 - 09.01.2022)
Yung Siew Weng / 0339847
Design Principle / Bachelor of Design (Hons) in Creative Media
Lecture notes


LECTURES NOTES

Week 1 : Introduction & Briefing [03.01.2022 - 09.01.2022]

Topic 1.1 - Introduction to Elements and Principles of Design
Topic 1.2 - Contrast and Gestalt theory
Topic 2 - Balance and Emphasis 
Topic 3 - Repetition and Movement
Topic 4 - Harmony and Unity
Topic 5 - Symbol, Image and Word

Task 1 - Design your own monogram


TOPIC 1.1 @ Introduction to Elements and Principles of Design

In the first lesson, although it involved online, we were given the module briefing and ice-breaking sessions. The first lesson had covered the elements and principles of design.

Based on the lesson that conduct by Dr. Charles, design seems as a practical ( the grammar, vocabulary), whereas designer is a practical person. A designer has to master the visual language before he/she is ready to tackle any practical problems in the design world, stated by Wucius Wong. The lessons seems interesting and I enjoyed the part on " Visual are what the eye sees ".

Figure 1 : Visual through a glasses (eyes), 
source from Pinterest

VISUAL ARE WHAT THE EYES SEES
  • our eyes love to arrange, organise, observed and "read" visuals.
  • Design is all about visual arrangement (what did u want ppl to understand).
  • 2D principles can effects our visual understandings and perception because it give us all the sense of emphasis (what is the more or the most important).

ELEMENTS OF DESIGN

Figure 2 : The elements of design

The main elements are :
  • Dots - The simplest elements of design, used as repetitive marks to form a line.
  • Lines (straight / curved / active to statics) - use to indicate directions, define boundaries of shapes & spaces, imply volumes and suggest motion or emotion.
  • Shape (geometric & organic) - use lines, colours to create enclosed areas.
  • Form - use to create a three dimensions (3D) area.
  • Texture (actual & simulated) - use to define an object's surface.
  • Space (positive & negative) - use the blank area around a "positive" shape to create a figure/ground effect.
  • Colour - use to set a theme/ tone and attract attention/
PRINCIPLES OF DESIGN
The main principles :
  • Figure/ground (gestalt theory)
  • Unity 
  • Variety
  • Hierarchy 
  • Proportion
Support principles :
  • Balance
  • Repetition
  • Contrast
  • Harmony
  • Emphasis
  • Scale 
  • Movement 

TOPIC 1.2  @ Contrast and Gestalt theory

CONTRAST

Figure 3 :  The types of contrast
  • The juxtaposition of strongly dissimilar elements (colours, shape, size, typo).
  • Contrast can be work closely with the features of Emphasis, but in this time, contrast can be achieved by paying attention to opposites : light vs dark, rough vs smooth, large vs small.
  • Visual experience would be monotonous if without the theory of contrast.
Figure 4 :  Contrast of a red apple

Contrast can provide visual interest, emphasise a point and express content. The greater the contrast, the more something will stand out and call attention. The figure on showing a red apple among the green apples are contrasting the important / unique of the "red apple".

GESTALT THEORY
👉 Gestalt refers to 'shape' or 'form' in German.

Figure 5 : Laws of Gestalt theory

Gestalt principles or laws are rules that describe how the human eye perceives visual elements. These principles aim to show how complex scenes can be reduced to more simple shapes. They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.

Gestalt Laws :
  • Similarity
The human eye tends to perceive similar elements in a design as a complete picture, shape or group, even if those elements are separated. The brain seems to craft a link between elements of a similar nature.

Figure 6 : The example of similarity.
source from Andy Rutledge

Object that look similar in shapes, size or colour are perceived as being grouped together or related. A variety of design elements, like colour and organisation, can used to establish similar group. 

Based the image above, for example, even though all of the shapes are the same, it is clear that each column represents a distinct group.
  • Continuation
The human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.

Figure 7 : The examples of continuation
source from Internet

Based on the image above, for example, the red dots in the curved line seem to be more related to the black dots on the curved line than to the red dots on the straight horizontal line. That's because your eye naturally follows a line or a curve, making continuation a stronger signal of relatedness than the similarity of colour.
  • Closure
The human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information. People tend to fill in blanks to perceive a complete object whenever an external stimuli partially matches the object.

Figure 8 : The example of closure.
source from Internet

Based on the figure 8,  we can see a simple triangular shape on the left. To the right, we see the same triangle shape but this time the mind is closing several gaps to make sense out of what we are seeing. This is one of the law of Closure shown, knowing how the mind automatically does/ think of this, allows us to create unique designs or illusions in a "art ways".
  • Proximity
The process of ensuring related design elements are placed together. Any unrelated items, should be spaced apart. Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organise or give structure to a layout.

For example, our mind perceives each of the proximate vertical bars to combine and form a single image of a deer :

Figure 9 : The example of proximity.
source from Internet

The principle of proximity is also effectively applied in Unilever's logo. Since the small figures are laid out closely to each other, you can easily perceive the cluster as a U (Unilever). According to their brand site, their logo was designed to include "25 icons, each of which represents something important to Unilever" , a concept of proximity.

Figure 10 : The Unilever logo.
source from Internet

  • Figure/ground
The figure/ground principles states people instinctively perceive objects as either being in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground).

Figure 11 : Figure/ground.
source from Internet

Based on Figure 6 above, our perception of which is the figure or the ground alternates depending on how your mind perceives it. In one instance, it appears as if the black hand is the figure and the white face will be the ground ; and in another perception, it appears as if the white face is the figure and the black hand is the ground.
  • Symmetry & order
Figure 12 : Symmetry.
 source from Internet

The law states that elements that are symmetrical to each other tend to be perceived as a unified group. Similar to the law of similarity, this rule suggests that objects which are symmetrical with each other will be more likely to be grouped together than object not symmetrical with each other.

Figure 13 : Bike Expo New York.
 source from Pentagram

In this poster for the Bike Expo in New York, the design concept aimed for a unified circle as the main focal point. To create the circle, the designer portrayed one half as a bike wheel and one half as a manhole cover. While different in texture and colour, they resembled a symmetrical figure unified them in the eyes of the audiences.


TOPIC 2 @ Balance and Emphasis 

BALANCE
👉 The distribution of visual weight in a work of design.
👉 The visual equilibrium of the elements that causes the total image to appear balanced.
👉 Balance can be symmetrical or asymmetrical.
  • Symmetrical balance
Symmetrical balance has equal "weight" on equal sides of a centrally placed fulcrum, which is the equal arrangement of elements. For example, the batik design :

Figure 14 : Batik Pedalaman. 
source from Internet

The batik design above showing an equal design for each side and even having a mirror images, represented the symmetrical balance principle.

Figure 15 : example of symmetrical balance by Nicole Ford. 
source from Pinterest

The Figure 15 describes a symmetrical balance because it brings out a great balance on having the same on both sides. Imaging the lines are draw in the middle of the figure, it will showed an equal balanced tree, which portraying symmetrical balance.
  • Asymmetrical balance [more complex]
Unequal visual weight on each side of the composition. One side of the composition might contain a dominant element, which could be balanced by a couple or more lesser focal points on the other side. It will create a more dynamic and interesting design which evokes feelings of modernism, movement, energy and vitality.

Figure 16 : example of asymmetrical balance, "The yellow callas".
source from Internet

Based on Figure 16, the yellow callas are balanced by visual weight (form, value, colour, or contrast) = A same elements but showed in a different ways.

Emphasis and Dominance [E create D]
👉 Emphasis is used to create dominance and focus in a design work.
👉 Emphasis is the part of the design that catches the viewer's attention. Usually the artist will make one area stand out by contrasting it with other areas. 
👉 Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.

Figure 17 : example of emphasis, "She wasn't looking for a knight". 
source from Pinterest

The figure above create a strong dominance on a girl holding a balloon against the background, which showing the importance of "the girl" in this illustration to the artist.


TOPIC 3 @ Repetition and Movement

REPETITION [pattern and rhythm] 
[ R create r + p, variety keep r exciting]
👉 Repetition often use repeated items or patterns in order to make an interesting design for many different effects.
👉 Repetition could make a work of designs 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 increases visual excitement by enriching surface interest.

Variety* is about a change or slight difference in elements and objects in composition, to avoid a boring composition. Variety can also involve varying angles, exposure, composition, etc.

Figure 18 : example of repetition. 
source from Internet

Figure 18 showed the repetition of the candy in a same rhythms and patterns design.

There are repetition in different patterns which create by varieties of rhythms and patterns:

Figure 19 : example of repetition. 
source from Pinterest

The different varieties of rhythms showed in the figure make the illustrations more interesting and active.

MOVEMENT
👉 The way a design leads the eye in, around, and through a composition - the path that the eye follows.
👉 Motion or movement in a visual image occurs when objects seems 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.

Figure 20 : "The Starry Night" by Vincent Van Gogh.
source from Internet

Perhaps he illustration "The Starry Night" by Vincent Van Gogh showed a best example of movement in design principle, which takes our eyes on a rollercoaster around all the twists and swirls.  (The lines is curving in one direction, which showed a movement of the waves.)

HIERARCHY [Top to below] 
[The most important info - the least important]
👉 The choreography of content in a composition to communicate information and convey meaning
👉 Visual hierarchy directs viewers to the most important information first, and identifies navigation through secondary content.

Figure 21 : hierarchy. 
source from Pinterest

Hierarchy is the grid that make the reader know where to look first, from the most important to the least important (top - below).

Figure 22 : example of hierarchy. 
source from Internet

For example, the fonts of the resume is comprised of several sizes of type, with major headings in a larger point size (Jane Smith) than subsections and smaller details (email, contact). Using a variety of type sizes not only emphasises what's most important, but organises the overall design of the document. (more easy to read and understand)

ALIGNMENT
👉 the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.
👉 alignment creates a sense of unity and cohesion
👉 also be a powerful means of leading a person through a design.

Alignment can be divided into 4 types :

Figure 23 : Type of alignment.
source from Internet

For example, the magazine cover design did used the art of alignment to create the design.

Figure 24 : Example of alignment, the magazine cover by Time magazines.
source from Internet

Based on the Figure 24, the alignment is on the left which stated the informations (contents) about the magazine.


TOPIC 4 @ Harmony and Unity

HARMONY
👉 involves the selection of elements that share a common trait.
👉 harmony becomes monotony without variety ( the difference in elements and objects)
👉 the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.

Figure 25 : Example of harmony.
source from Internet

The example of harmony is presented in the figure as we can feel the warm from the figure (the figure is using the same colour theme on grouping the elements and objects). 

UNITY
👉 refers to the repetition of particular elements throughout your design, whether they're colours, shapes or materials to pull the look together.
👉 occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.

Figure 26 : Example of unity.
source from Pinterest

Unity is something similar like repetition but in varieties different elements and objects. For example, Figure 26 showed the varieties of flowers in the image, representing the unity of flowers.

SCALE AND PROPORTION
👉 scale and proportion are both design elements that have to do with size.
  • Scale 
The size of one object in relation to the other objects in a design or artwork. Scale refers to the size and dimension of figures and forms relative to a specific unit of measure.

Scale can be determined in two ways : actual measurement  & visual estimates based on comparison. For example, architecture floor plan is using "scale" to inform the space in the plan.

Figure 27 : Example of scale, an architecture floor plan.
source from Internet

Scale also can apply in terms of fun. For example, the sculpture "Spoonbridge and Cherry" by Claes Oldenburg.

Figure 28 : Example of scale, "Spoonbridge and Cherry" by Claes Oldenburg.
source from Internet

The spoon bridge and cherry that shown is bigger than the reality, which portraying a "scale principles".
  • Proportion 
Proportion refers to the size of the parts of an object in relationship to other parts of the same object and how they compare to one another with respect to size, colour, quantity, degree, setting, etc.

Figure 29 : Differences between scale and proportion.
source from Internet

Proportion is the relative size of parts of a whole objects.


TOPIC 5 @ Symbol, Image and Word

SYMBOL
👉 symbol is used to communicate or sending an idea.
👉 a sign, shape or object that is used to represent something else. For example, symbol indicates of a logo of a company.
👉 In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story.

symbols divided into 2, figurative representations & non-figurative representations :
Figurative representations stand for graphic symbols, such as :
  • Pictorial symbols
    Figure 30 : example of pictorial logos.
    source from Internet
refers to image-related and simplified pictures.
  • Abstract symbols
Figure 31 : example of abstract logos.
source from Internet

refers to the symbol that look like the objects that they represent but have less details
  • Arbitrary symbols
Figure 32 : example of arbitrary logos.
source from Internet

Arbitrary symbols have no resemblance at all to the objects or the ideas they represent. The symbol is invented with the meaning constructed. Many are based on geometric shapes and colours.

WORD AND 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. A suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.

Figure 33 : example of word and image.
source from lecture

For example, the figure above showed the word "traveling alone" with the image that having a solo traveler, representing the principles itself.


TASK 1 @ DESIGN YOUR OWN MONOGRAM 

INSTRUCTION
Figure/ground exercise. Get a paper and marker to draw a little rectangle and create a figure/ground on your first character of your name.

Figure 34 : instructions for the task.
source from lecture
FINAL OUTCOME

Figure 35 : Final outcome, monogram

 
Figure 36 : Final outcome, monogram - PDF
              

FEEDBACK 

Nice sketch on the cartoon! Line work within the border, interesting.


REFLECTION

When receiving the task, I felt some confused and lost to create a monogram within 15 minutes. After some idea and thoughts, I decided to create a figure with the combination of a dinosaur sticker that I often used in WeChat and the alphabet "J". But, after the progress check, I still not getting the idea on "figure/ground".

But thanks for the pre-recorded lecturer given, the idea of figure/ground comes more clearer. To conclude, the idea of this creation is the alphabet "J" is the figure, whereas the white background is the ground.

By having the task and pre-recorded lecturer, I had given opportunities to explore and understand more on design principles. Before attending this modules, I had not been thinking about how amazing the design principles create a design, even a design world. Although every each principle seems similar but contains lots of varieties and differences in deep. It's very interesting and should having more time to explore more about the amazing creation of design principles.


REFERENCE

Figure 1 : Visual through a glasses (eyes). https://www.republicworld.com/technology-news/gadgets/apple-glass-could-possibly-be-a-game-changer-for-people-who-need-vision-correction-read-articleshow.html
Figure 3 : The types of contrast. https://graphicdesignfundamentals.com/contrast-principles-design/
Figure 4 : Contrast of a red apple. https://graphicdesignfundamentals.com/contrast-principles-design/
Figure 5 : Laws of Gestalt theory. https://bootcamp.uxdesign.cc/gestalt-principles-how-to-apply-them-to-a-mobile-app-design-f36dbaeb5372
Figure 6 : The example of similarity. https://andyrutledge.com/gestalt-principles-2-similarity.html
Figure 7 : The examples of continuation. https://www.toptal.com/designers/ui/gestalt-principles-of-design
Figure 8 : The example of closure. https://ipoxstudios.com/law-of-closure-video-gestalt-psychology-for-artists/
Figure 9 : The example of proximity.http://www.immaginare.com.br/en/simplicity-symmetry-and-more-gestalt-theory-and-the-design-principles-it-gave-birth-to/
Figure 10 : The Unilever logo.http://www.immaginare.com.br/en/simplicity-symmetry-and-more-gestalt-theory-and-the-design-principles-it-gave-birth-to/
Figure 11  : Figure/ground. http://www.immaginare.com.br/en/simplicity-symmetry-and-more-gestalt-theory-and-the-design-principles-it-gave-birth-to/
Figure 12 : Symmetry. https://uxmisfit.com/2019/04/23/ui-design-in-practice-gestalt-principles/
Figure 13 : Bike Expo New York. https://www.pentagram.com/work/bike-expo-new-york
Figure 14 : Batik Pedalaman.https://commons.wikimedia.org/wiki/File:Batik_pedalaman_-_sidha_drajat.JPG
Figure 15 : example of symmetrical balance by Nicole Ford. https://www.pinterest.com/pin/347269821247735245/
Figure 16 : example of asymmetrical balance, "The yellow callas".https://pastelanne.wordpress.com/tag/asymmetry/
 Figure 17 : example of asymmetrical balance, "She wasn't looking for a knight". https://www.pinterest.com/pin/413205334543210726/
Figure 18 : example of repetition. https://www.twenty20.com/photos/79ba3064-1338-4afb-845b-2d8f7858679d
Figure 19 : example of repetition. https://www.pinterest.com/pin/325174035572937232/
Figure 20 : "The Starry Night" by Vincent Van Gogh.https://drawpaintacademy.com/movement/
Figure 21 : hierarchy. https://www.pinterest.com/pin/84301824258059601/
Figure 22 : example of hierarchy. https://visme.co/blog/visual-hierarchy/
Figure 23 : Type of alignment. https://graphicdesignfundamentals.com/how-to-use-alignment-to-improve-your-design/
Figure 24 : Example of alignment, the magazine cover by Time magazines. https://time.com/5787443/jacinda-ardern-christchurch-new-zealand-anniversary/
Figure 25 : Example of harmony. https://lumna.co/product/INS-style-art-card-chic--shot-background-wall-decoration-vintage-postcard-Merrine-D70Sg
Figure 26 : Example of unity.https://www.pinterest.com/pin/61572719876202986/
Figure 27 : Example of scale, an architecture floor plan.http://housefloorplanwithdimension.blogspot.com/2016/10/upper-level-floorplan-image-of.html
Figure 28 : Example of scale, "Spoonbridge and Cherry" by Claes Oldenburg.https://www.wikiart.org/en/claes-oldenburg/spoonbridge-and-cherry-collaboration-with-van-bruggen-1988
Figure 29 : Differences between scale and proportion.https://www.artsmartmanila.com/blog/a-quick-tutorial-on-scale-and-proportion-in-art
Figure 30 : example of pictorial logos. https://www.g2.com/articles/types-of-logos?__cf_chl_captcha_tk__=gfEmZENWWHDsLpkiDwbyixZxu.96rh6mHzc66UemBCc-1642697115-0-gaNycGzNB30
Figure 31 : example of abstract logos.https://www.g2.com/articles/types-of-logos?__cf_chl_captcha_tk__=gfEmZENWWHDsLpkiDwbyixZxu.96rh6mHzc66UemBCc-1642697115-0-gaNycGzNB30
Figure 33 : example of word and image. Source from lecture.
Figure 34 : instructions for the task. Source from lecture.

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