Design Principles - Task 1: Exploration

The expanse within the outline of the two-dimensional area / three-dimensional object
Becomes visible when line encloses an area
Two general category: Geometric, Organic

Geometric Shapes

Organic Shapes

4. Form

A three-dimensional area
Volume: Space that enclosed by form
A major element in sculpture and architecture

Form used in architecture

5. Texture

The tactile qualities / Surfaces / The visual representation of those qualities
All surfaces have textures that can be experienced through touching / looking
Two category: Simulated (looking), Actual (touching)

Simulated texture and Actual texture

6. Shape

The general receptacle of everything
The actual space of each surface is defined by its height and width
Three-dimensional space is experienced while we were positioned in it - Mass / Volume
In graphic design, space defined as positive (filled space) or negative (empty space)
The illusion of a three-dimensional space can be suggested through depth

7. Color

The visual byproduct of the spectrum of light
The light wavelengths that human eyes receives and processes from a reflected source
Value: The lightness / darkness from white through grey to black

Value of color

Intensity: Purity of hue, also called as saturation / chroma

Hue, Value, Saturation

Color schemes: Color groupings that provide distinct colour harmonies

Color Schemes

Monochromatic color schemes: Based on variations in the value and intensity of a single hue

Monochromatic Color Schemes

Analogous color schemes: Based on colours adjacent to one another on the color wheel with same saturation

Analogous Color Schemes

Complementary color schemes: Emphasis two hues directly opposite to each other

Complementary Color Schemes

Principles of design (guides the arrangement of elements):

1. Contrast

2. Balance

3. Emphasis

4. Rules of Third

5. Repetition / Pattern / Rhythm

6. Movement

7. Hierarchy

8. Alignment

9. Harmony

10. Unity

11. Proportion

Lecture 1: Contrast and Gestalt Theory

Contrast

The juxtaposition of strongly dissimilar elements
Provides visual interest, emphasis a point and express content

Contrast

Gestalt Theory

Gestalt Theory

Shape / Form in German
Rules that describe how human eye perceives visual elements
Aims to show how complex scenes can be reduced to simple shapes

Principles of Similarity

The brain crafts a link between elements of a similar nature

Principles of Continuation

Human eyes follow paths, lines and curves, prefer to see a continuous flow of visual elements rather than separated objects

Principles of Continuation

Principles of Closure

Humans prefer to see complete shapes
We automatically fill in gaps between elements

Principles of Closure

Principle of Proximity

The process of ensuring related design elements are placed together

Principle of Figure / Ground

Objects are perceived as being either in the foreground or the background

Principle of Figure and Ground

Law of Symmetry and Order

Elements that are symmetrical to each other tend to be perceived as unified group
These elements are likely to be grouped

Symmetry

Lecture 2: Balance and Emphasis

Balance: The distribution of visual weight in an artwork (Symmetrical / Asymmetrical)

Symmetrical Balance

has equal weight
centrally placed

Symmetrical Balance

Asymmetrical Balance

Unequal visual weight
One side might contain a dominant element which could be balanced by a lesser focal point on the other side

Asymmetrical Balance

Lecture 3: Repetition and Movement

Repetition

Creates pattern and rhythm
Make the artwork look active
Variety is essential to avoid monotony
Increases visual excitement by enriching surface interest

Repetition

Movement

Leads the eye in / around / through a composition
In the form of shapes / forms / lines / curves

Movement

Alignment

Element placed by edges line up among common rows or columns / bodies along common centre
Creates unity and cohesion - stability

Lecture 4: Harmony & Unity

Harmony

The selection of elements that share a common trait
Harmony becomes monotony without variety

Harmony

Unity

The repetition of particular elements (colours / shapes / materials)
Give a sense of oneness, creating a theme

Unity

Scale and Proportion

Both design elements that have to do with size
Scale

The size of one object in relation to the other objects
Determined in two ways: Actual measurement / Visual estimates based on comparison
Used to specify or illustrate details

Proportion

The size of the parts of an object in relationship to other parts of the same object
The relationship of two or more objects in a composition

Proportion

Lecture 5: Symbol, Word and Image

Symbol

A sign, shape or object that is used to represent something else
Convey / Provide information, equivalent to one or more sentences of text / a story
Divided to two category: Figurative / Non-figurative Representation

Figurative Representation

Visuals / Graphic Symbols (Pictorial / Abstract / Arbitrary)

Pictorial Symbol

Abstract Symbol

Arbitrary Symbol

Word and Image

It is important to use suitable word and image in design
Choose the right words to pair with image - deepen the meaning of the design
Suitable typeface and positioning creates visual hierarchy and balancing

Poster with Words and Image

Task 1: Exploration

In this task, we were required to search for an image related to the SDG (Sustainable Development Goals) chosen.

Website: The 17 Goals | SDG

The SDG that I chose is Goal 14: Life below water.

1. Research

Fig 1.1. Goal 14: Life Below Water

Based on the poster, we knew that there are several significant issue that are affecting the marine ecosystem, which the first is coastal eutrophication. Eutrophication is a process that occurs when excessive nutrients, primarily nitrogen and phosphorus, enter aquatic ecosystems, leading to an overgrowth of algae and aquatic plants. This can bring many harms to both marine life and human health.

Fig 1.2. Coastal Eutrophication - http://www.clhbwt.com/news/hydt/862.html

Then, ocean acidification is primarily driven by the increase in atmospheric CO2 levels resulting from human activities, particularly the burning of fossil fuels, deforestation, and industrial processes. It impacts the coral reefs vulnerability by reducing calcification rates and weakened coral structures. The increase of greenhouse gas emissions such as CO2 also contributes to the ocean warming.

Plastic pollution influences the ocean due to inappropriate waste management, improper disposal of plastic and the pervasive use of them. The major consequences are producing micro plastics that can enter the food chain and pose risks to marine organisms and human health.

Fig 1.3. Microplastics - 1,140 × 500

Lastly, many marine species are being harvested at rates that exceed their natural reproduction capacities, leading to decline of fish populations, ecosystem degradation and disruption of marine food webs.

2. Exploration

I asked ChatGPT to provide me some artist that focus on this topic. And I found out that I was attracted by artist who use recycle objects to create their own artwork, such as Dianna Cohen, Marina DeBris, Sakaya Ganz etc., however they doesn't work for design principles. In the end I chose a illustration artwork from a children book.

Fig 2.1. A Gift of Nature

Title: A Gift of Nature

Artist: Dasha Nabiullina

Year: 2023

Size: Not applicable
Medium: A Gift of Nature

Pollution, especially plastic pollution is a significant challenge to the marine environment worldwide. This artwork depicts sea creatures surrounded by plastics, tire, or other forms of pollution. It effectively captures the diversity of marine life while conveying the impact of pollution to the ocean creatures. In this artwork, the artist highlights the beauty and complexity of the underwater ecosystems. The wave of the boat makes the picture come alive with movement, which let the underwater world seems lively and full of energy. However, the pollutants surrounded such as plastics contain harmful chemicals and toxins that leach into water, posing health risks to the sea creatures, potentially brings harm to human health as well. The artist use monochrome to emphasis the death that pollution leads, and the colourful of a healthy marine life. This also reminds viewers of the pollutants are destroying the marine habitat such as coral reefs or seagrasses that support underwater biodiversity.

(154 words)

Design Principles:

1. Contrast & Gestalt Theory

2. Balance & Emphasis

3. Repetition & Movement

FEEDBACK

Week 2

You have to finish your lecture videos first before you start to choose the image.

Week 3

Good.

REFLECTIONS

Experience

Exploring images that fits SDG14 is a fun journey of discovery. I have a more deeper understanding with the SDG which was a worldwide focus point nowadays. When I was exploring different illustrations, experimental projects etc., I learned about how the successful artwork use the colours, shapes and layouts while they fits the principles of design.

Observations

I noticed that there were many images showing the ocean and its creatures. They were full of bright colors and interesting details, showing how amazing and fragile marine life is. The images used design principles like making some parts stand out more to make their messages stronger. For example, they might highlight a turtle caught in a plastic bag to show the harm of pollution.

Findings

From this exploration, I learned that combining SDG 14 with good design can be a powerful way to get people to care about ocean conservation. The pictures I found reminded me of how important it is to protect marine life. They showed me that design can be a great tool for spreading messages about environmental issues.

FURTHER READING

The Language of Graphic Design Revised and Updated: An illustrated handbook for understanding fundamental design principles: Poulin, Richard: 9781631596179: Amazon.com: Books

Book Name: The Language of Graphic Design Revised and Updated : An Illustrated Handbook for Understanding Fundamental Design Principles

Author: Richard Poulin

Published by: 2018

Database: eBook Academic Collection (EBSCOhost)

#8 Balance

Types of Scale:

1. Objective

Actual dimensions of a physical object / A literal correlation between an actual object and its graphic representation
Often used in maps, architectural plans and models

2. Subjective

A person's impression of an actual object
Scale that is relative only to our own personal experiences is, therefore, subjective in nature

Effective use of Scale

Create variety, emphasis and visual hierarchy in any visual communication
Context

In visual communication, since familiar comparisons may not be intuitive, scale becomes crucial for immediate and clear communication of visual comparisons.

Optical Effect and Scale

Overlapping and Position

Automatically interprets scale and depth, creating realistic or unusual spatial effects.
Partially hidden elements appear smaller, indicating depth and spatial relationships.
Element positions relative to the picture plane aid in organising the composition.
Bottom area: Foreground, closest to the viewer.
Center area: Middle ground, at midpoint distance to the viewer.
Upper area: Background, except for landscapes where the sky seems to project forward.

Atmospheric Perspective

Atmospheric perspective: Enhances scale and spatial depth by creating distance effects.
Soft edges, reduced value/contrast, and less detail for distant elements.
Reverse atmospheric perspective for close elements: Sharper edges, stronger contrast.
Importance of maintaining true scale regardless of the final size of the design.