WEEK 01: Design Principles Lectures and Exercise 1

DESIGN PRINCIPLES

WEEK 1: Lectures

NAME: Adeline Wong Chyn Nee

I.D: 0344017

COURSE: Bachelors of Design in Creative Media

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    In the first week of Design Principle class, we were introduced to the lecturers of the module and it is safe to say that I felt reassured and familiar when I found out that Dr. Charles is going to be teaching this module. As he had taught some of us in Foundation, I felt comfortable and excited to learn from him again. Not only that but Ms. Jinchi as well, who is teaching lecture classes on Design Principle. She seems like such a sweet and caring lecturer. The topics that she was delivering to the students were clear and straightforward which makes taking notes much easier, she also elaborates her points with multiple examples to help the students further understand the topic.

LECTURE NOTE 1.1

In the week 1 lecture, we learned about:

1. Elements of Design
2. Contrast
3. Gestalt Theory.

Students are constantly reminded of the significance of the elements of design and its principles because they are the fundamentals of design. so lecturers make sure that we always understand the design we see. To me, elements of design are like the ingredients of a design while the principles ar the recipe to the ingredient. In lecture 1.1, we focused on the ingredients, the elements of design.

Elements of design

• Point

- A point is the simplest element of design

- A point used as a repetitive mark forms a line

- Other two and three-dimensional figures and forms are created

• Line

Lines can be:

1. active or static
2. aggressive or passive
3. sensual, or mechanic

The line can indicate directions, define boundaries of shapes and spaces, imply volume or solid masses, and suggest emotions or motion. They can also be grouped to depict qualities of light and shadow and to form patterns and textures.

Some examples of lines are:

Fig. 1.1 Curved line and Implied line

Fig. 1.2 Straight lines with implied curved line      Fig. 1.3 Curved line created by edge

Fig. 1.4 Vertical & Horizantal lines and Diagonal lines

        

Fig. 1.5 Hardline & Soft line                    Fig. 1.6 Curved or spiral lines

Fig. 1.7 Jagged irregular lines                      Fig. 1.8 Sharp jagged line

• Shape

Shapes refer to the expanse within the outline of the two-dimensional area or within the three-dimensional object. A shape becomes visible when line, value color, or texture sets an area apart from its surroundings 

There are 2 kinds of shapes: 

1. Geometric (geometry- circles, squares, triangle) 
2. Organic (organic- irregular, often curving, more informal than geometric shapes)

Fig. 1.9 Geometric and organic shapes examples

Animotion, D. D. D., & Animotion, D. D. D. (n.d.). Visual element of Graphic Design: Shape. Dafi Deff Motion Graphics. Retrieved August 29, 2021, from https://www.dafideff.com/2018/05/visual-element-of-graphic-design-shape.html

• Form

Forms are three-dimensional in architectural and sculpture aspects. When form encloses space, the space is called volume. However, with two-dimensional media, shading is drawn to create a form (a 3D effect)

Fig. 1.10 Creating depth on a two-dimensional media with shadings

• Texture

Textures are tactile qualities surfaces. Every surface has a texture, it's either they are actual textures or stimulated/ implied textures.

Examples of texture:

1. Actual- leaves
2. Stimulated or Implied- pillar carved pattern

• Space

Space is indefinable, it is the general receptacle of all things.

The space of each picture is defined by its edges, which is its height and width.

The media which has space are drawings, prints, photography, paintings. They all have a similarity which is having edges.

Fig. 1.11 Malayan Railway poster by J.R. Carton

When it comes to 3-dimensional space, it is experienced when we are in it, beginning with our own position concerning other people, object surfaces, and void at various distances from ourselves. When we are in it, it's volume, and when we are outside of the space, it is mass.

However, in graphic design space can be defined as positive or negative and depth is used to create the illusion of a three-dimensional space.

• Colour

Colour is the light wavelengths that the human eye receives and processes from a reflected source.

The terminology of colors are:

1. Hue- Colours of the spectrum.
2. Value- The lightness/ darkness from white through grey to black.
3. Monochromatic colours- Variations in the value and intensity of a single hue.
4. Analogous colours- adjacent to one another on the colour wheel, each containing the same pure hue.
5. Complementary colours- Emphasises two hues directly opposite each other on the colour wheel.

Fig. 1.12 Tint, tone and shade of red

Tint

White added to a hue produces a tint

Tone

Grey added to hue produces a tone

Shade

Black added to hue produces shade

LECTURE NOTE 1.2

In lecture 1.2, we are introduced to contrast and Gestalt Theory.

Contrast

In definition, contrast is the juxtaposition of strongly dissimilar elements. The contrast in the context of visual design can be defined as a difference between two or more elements in a composition and without contrast, the visual experience would be monotonous.

Examples of contrast:

Fig. 1.13 Joker stairs: example 1 of contrast

The contrast exists between the dull background and the Joker

Fig. 1.14 Modern architecture: example 2 of contrast

The contrast exist between the uneven grey rectangular wall and clean white wall

Fig. 1.15 Book design: example 3 of contrast

The design choice brings out the human figure as it contrast with the plain background

Gestalt Theory

Who originated the theory?

A group of German psychologists developed theories of how people perceive the world around them.

What does the name indicate?

“Gestalt" = shapes or form in German

What does it mean?

It is the principles/ laws of human perception that describes how humans group similar elements, recognize patterns,, and simplify complex images when we perceive objects.

These principles in to show how complex things 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.

A total of 6 principles are introduced in the lecture:

1) Principles of Similarity

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

Example:

Fig. 1.16 example of principle of similairty

2) Principles of 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

Example:

Fig. 1.17 example of principle ofcontinuation

3) Principles of 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

Example:

Fig. 1.18 example of principle of closuere

4)Principle of 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 organize or give structure to a layout

Example:

Fig. 1.19 example of principle of proximity

5) Principle of Figure /Ground

Objects are instinctively perceived as being either in the foreground in the background. They either stand out prominently in the front or recede in the back

Example:

      

Fig. 1.20 example of principle of figure             Fig. 1.21 example of principle of figure   

6) Law of Symmetry and Order

This law states the 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 that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other

Example:

Fig. 1.22 example of Law of symmetry and order   

Other laws advised to look up for further study and reading:

• Law of Uniform Connectedness
• Law Prägnanz
• Law of Common Fate 

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INSTRUCTIONS (Exercise 1)

• Produce 1 design of Contrast and 1 design of Gestalt Theory.
• Progress is to be shown to and discuss with the lecturer during practical class.
• Any choice of material can be used.

The progress and final work must be uploaded to our blog, specifically:

• Visual research
• Idea exploration and description
• Final outcome in PDF and short rationale
• Feedback by the lecturer
• Reflection on the particular exercise

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VISUAL RESEARCH (CONTRAST)

To start off my first exercise of the module, I did my research on the types of contrast and what makes a design of contrast in order to create something stimulating and impactful. While scrolling on Pinterest helps a lot in gaining ideas, I realize the space and environment around me contains a variety of contrast as well. 

Definition of Contrast: It is the difference in luminance or color that makes an object distinguishable. In visual perception of the real world, contrast is determined by the difference in the color and brightness of the object and other objects within the same field of view.

Types of Contrast:

1. Size Contrast: By adding size contrast to a design makes it more interesting visually and helps to assure the key ideas of the design being the big item more important than the smaller.
2. Colour Contrast: It consists of playing with the color wheel, more specifically, complementary color schemes which drive the viewer’s eye through a design composition.
3. Shapes Contrast: It can help you focus the viewer’s attention on a specific point making it the most important element of the composition.
4. Type Contrast: Consists of pairing two different fonts with a clear visual differentiation to focus the main information on the most notorious font which will be the first thing the viewer's eyes catch on.

Fig. 2.1 Colour Contrast

Fig. 2.2 Shape Contrast

Fig. 2.2 Size Contrast

 Fig. 2.4 Type contrast

VISUAL RESEARCH (GESTALT THEORY)

During the week 1 lecture, Ms. Jinchi gave us an introduction to The Gestalt Theory and the one law that I find most interesting and interpretable is the Law of Closure because I feel that it allows the viewer to interpret and express their own thoughts and feelings towards them, the longer we look at a design like these, the more expressive it becomes as we slowly disclose the meaning behind it.

In definition:

The Law of Closure is the gestalt law that states that if there is a break in the object, we perceive the object as continuing in a smooth pattern. For example, in the circle below, we tend to see a complete circle with something over top of it. We like to see as simple of a figure as possible.

Fig. 2.5 Examples of the Gestalt Laws

MY IDEA: (CONTRAST)

Fig. 3.1 Inspirations from Pinterest (Contrast)

When I first knew we had to do a design of contrast, I first thought of silhouette, more specifically, a silhouette of a person's face. The contrast between a face and the background creates clear curves and organic lines which I thought suited the subject of this exercise, and that is why I considered creating it.

Fig. 3.2 Initial ideation (Contrast)

This is the final design I did on the silhouette. It consists of only black and white colors to highlight and put focus on the subject of this design. Although this design showed contrast, it was rather too straightforward and meaningless, kind of senseless in a way. So I ended up not doing further research on this design idea and moved on to another idea.

Fig. 3.3 Inspiration from Pinterest (Contrast)

After my failed attempt at the silhouette design, I tried to think about what else consists of contrast and I came across this image on Pinterest. Although not super subjective has the potential to become something more, The red light which reflects on the ceiling and on the ground caught my attention the most I this cool and dark image, almost like the light was trying to tell me something was there and to look towards it. 

Fig. 2.7 Second idea (Contrast)

After much research, I started my sketch on perspective with thin lines using the pen tool on Illustrator.

Fig. 2.8 Final design (Contrast)

Dr. Charles' Comment

When giving feedback on my contrast design, he asked me which is the subject/ focal point of this design. He said the first thing he sees is the 2 lines which then leads to the door in the middle because the red continues through the floor carpet. He then advised me to have the two red lines as the my first subject and then the door which comes afterwards.

'Two Lines and a Door'

Contrast is placed on the two red lines which guide the viewer's eyes from the right to the left, the next thing their eyes will then look at is the door in the middle, that is because the consistency of the red color continues on the carpet of the door entrance. Everything is well contrasted as the rest of the design is cool and muted.

Fig. 2.8 PDF of the final design 

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MY IDEA: (GESTALT THEORY)

As my chosen Gestalt law is the law of closure, I have decided to have my design surround the idea of the current pandemic and the state of the people. 

Fig. 2.7 Inspiration from Pinterest (Gestalt Law)

The figures above are illustrations of a person trapped in a box or a space and is struggling to free themselves from the enclosed space. Rather than the illustration's original meaning of a person struggling to escape the enclosed space, the reason why I chose this idea is to show the effect of the current pandemic on the people, stuck at home, afraid, and in distress.

Fig. 2.8 First sketch (Gestalt law)

After my first sketch of the Gestalt Law design is done, although the idea is there, I felt that I could execute the design better. 

Dr. Charles comment:

It is a great idea however, the design of the fingers a the bottom is slightly weird or you could alter the shape of the fingers or you could also remove the hand entirely.

Fig. 2.9 Final Design (Gestalt Law)

After hearing Dr. Charles' advice, I decided to remove the hand entirely and also corrected the shape fo the fingers of the other hand. Lastly, I changed the shade of red into somthing slightly brighter.

Fig. 2.9 Final design PDF

Since I am creating a design of the law of closure, I would recommend for the viewers to take a guess of what the design means before reading the text below.  

Interpretation:

The person/ figure indicates the people, who are confined in an invincible box that indicates the restrictions, and with a red background that indicates the pandemic.

REFLECTION

Starting with this exercise was a fun task even though at first I was very lost with what to do however when I got the grasp of it, it progressed pretty smoothly. I learned a lot in this exercise, I utilised the pen tool for this exercise and it is safe to say that I am not bad at using the tool now, and I think that it is the main takeaway upon completing this exercise.

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REFERENCE:

Y. (2021, March 29). How To Use Contrast in Graphic Design. Zeka Design. https://www.zekagraphic.com/how-to-use-contrast-in-graphic-design/