WEEK 03: Design Principles Lectures and Exercise 3

  DESIGN PRINCIPLES

WEEK 3: Lectures

NAME: Adeline Wong Chyn Nee

I.D: 0344017

COURSE: Bachelors of Design in Creative Media

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It's the third week of the Design Principle lecture and we're learning the rest of the principles of design

LECTURE NOTE 4

In week 3, we learned about :

1. Harmony
2. Unity
3. Scale
4. Proportion
5. Symbol
6. Word
7. Image

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

Harmony & Unity

• Harmony

1. Harmony involves the selection of elements that share a common trait.
2. Harmony becomes monotony without variety.
3. Harmony is the sense that all of your elements of design fit together. They may fit the same theme, aesthetic style, or mood.

Examples:

Fig. 1.1 Image (Harmony)

This image consists of colors of the same color family, which is a warm color family that gives off warmth and coziness. Harmony is created by the resonance of the colors used throughout the image.

Fig. 1.2 Illustration (Harmony)

Similar shape types and colors echo each other. Colors such as pink appear all over the illustration strategically which makes the whole look similar and nothing stands out than the rest, which creates harmony.

• Unity

1. Unity refers to the repetition of particular elements throughout your design, whether they're colours shapes, or materials.
2. Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
3. Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.

Examples:

Fig. 1.3 Anime artwork (Unity)

The grouping of the different characters (2 person, white wolves, and deer) and all points to one single bright point in the middle

Fig. 1.4 Poster (Unity)

The close placement of the same typeface with swirling effect, forming one whole unit which creates unity that allows the viewer to read the word. Plus, the repeated use of pink throughout the poster brings the deisng together.

Scale & Proportion

1. Scale and proportion are both design elements that have to do with size.
2. Scale is the size of an object in relation to another object in a design or work.
3. Proportion refers to the size of the parts of an object in relationship to the other part of the object.
4. Throughout the centuries, designers have sued scale and proportion to depict or distract from the ideal. 

Scale

1. Scale refers to the dimension and size of the figures and forms relative to a specific unit of measure
2. Architectural drawings and scale models are examples of the applied sue of scale
3. Also, scale is used to specify or illustrate details based on the relative size of objects.
4. Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.
5. Scale can be determined in 2 ways:

• Actual measurement
• Visual estimates based on comparison

Examples:

Fig. 1.5 Models (scale)

    Fig. 1.6 Sculptures (scale)

Proportion

1. Proportion in art and design is the relationship of two or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, setting, etc,; i.e. ratio/
2. Proportion is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity.
3. The effective use of proportion in design often results in harmony and unity.

Examples:

Fig. 1.7 Anime poster (Proportion)

The central figure is the largest, with the victory sign as well which is followed by the title and ore written information and also other peripheral information which follows in a smaller size. The overall proportion use is great because of the different use of elements.

Fig. 1.8 Two can designs (Proportion)

The first can: The space allocated for the coffee cup is bigger allowing the audience to view the product.

the second can: Emphasizes the name of the product and the name of the brand which are equally important. The majority of the space is occupied by relevant colors to create contrast which automatically allows more focus on the subjects.

LECTURE 5

SYMBOL, WORD & IMAGE

In Lecture 5, Ms. Jinchi started off by explaining what symbols are, images of symbols used since ancient civilization times as well as symbols used in modern times.

Fig. 2.1 Ancient symbols

Fig. 2.2 Modern symbols

Symbol

1. A sign, shape, or object that is used to represent something else.
2. In design,  symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story.

There are 2 categories of symbols (Figurative and Non-Figurative)

        Figurative Representation:

        - Pictorial Symbols

        - Abstract Symbols

        - Arbitrary Symbols

Pictorial Symbols: Image related and simplified picture

Fig. 2.3 Pictorial Symbols

Abstract Symbols: Abstract symbols can look like the object they want to represent but with fewer details

Fig. 2.4 Abstract Symbols

Arbitrary Symbols: Have no resemblance to the object they are representing. the symbols are created with the meaning constructed which many are based on geometric shapes and colors.

Fig. 2.5 Arbitrary Symbols

Word & Image

1. Imagery is a vital part of the design, be it printed or digital. Users and viewers are able to relate to the 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.
2. Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.

Fig. 2.6 Word and Image

(Left) The image of a head is used with simple colors and typeface represent and emphasizes mindfulness and (Right) The title is emphasized to bring out the meaning.

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INSTRUCTIONS (Exercise 3)

• Choose TWO principles from Harmony / Unity / Symbol / Word and Image. 
• Produce 1 design for each chosen principles
• Produce 2 for each chosen principle.
• 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 (Unity)

For Exercise 3, I have decided to go for  Unity, I feel I could make something interesting out of this design principle.

An example of unity we have learned in our lecture:

Fig. 3.1 Poster (Unity)

The close placement of the same typeface with swirling effect, forming one whole unit which creates a unity that allows the viewer to read the word. Plus, the repeated use of pink throughout the poster brings the design together.

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MY IDEA (Unity)

Fig. 3.2 'The Last Supper' by Leonardo Da Vinci

Technique Used: 1-Point Perspective

In the famous painting by Da Vinci, the figures (Jesus Christ and his disciples) create variety and symmetrical tables and background unit scenes. The rest of the elements except for Jesus is in unity on each side of the painting, which puts extra emphasis in the middle, guiding the viewer's eyes towards Jesus's head.

Fig. 3.3 'The New Yorker' by Malika Favre

Technique Used: 1-Point Perspective

In this design by Favre, the same technique is used however, the emphasis on color coordination is significant as they are all scattered throughout the design, and that creates a sense of unity among the elements.

SKETCHES (Unity)

When I first thought of doing unity, the first thought that came to my head was perspective, it is able to create simple elements which resonate with each other on each side of the perspective.

Fig. 3.4 First perspective sketch (Unity)

Upon my visual research, I got an idea to take inspiration from a horror movie 'The Shining', the well-known scene corridor scene where the Grady twins are standing and staring into Danny's soul, asking him to play with them.

Fig. 3.5 Second perspective sketch (Unity)

I felt that the composition was too messy, so I added a white border to put the focus on the elements and subjects of the design, and not the position of the frame.

Final Submission:

Fig. 3.6 Final Design of Unity

Dr. Charles' Feedback:

This works, it's good perspective and reminds me of a scene from a horror movie (I assume he meant 'The Shining'), I was given the 'Okay, good' sign to finalize it.

Fig. 3.7 Final PDF of the design

Description of the design (Unity)

The final design is a duotone perspective design inspired by the movie 'The Shining' but with my own twist on it! I wanted to incorporate my lucky number in this design, therefore I made all the elements either in 3s or 3 added by additional 3s (6, 9, 12).

In this case, I create unity in the number of elements, the frames on the wall (3x3), the ceiling light (3), the carpet (9x3), and even the lift number (3).

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VISUAL RESEARCH (Harmony)

When I think of harmony, I think of a similar color scheme, similar mood, and aesthetic. Something which has a family of similar elements but maintains the overall visual look at the same time. 

Example of harmony in painting:

Fig. 4.1 Circular Forms by Robert Delaunay, 1930

This painting achieved a high level of harmony from the unified colors and consistent shapes. It is not monotony but also not chaos. It is that perfect pairing of the two.

Example of harmony in interior design:

Fig. 4.2 design by PUFIK interior

The earth-tone colors are consistent throughout the whole space, from the couch to the stools, it is then paired with a variety of furniture shapes, organic and geometric which works in a unified way to create a mid-century modern interior.

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MY IDEA (Harmony)

Fig. 4.3 Harmony from bookshelves elements

While thinking of ideas for my design of harmony, I found a spot of bookshelves in my mother's bedroom where the books are placed alongside her plant, a mini lamp, and a photo frame. I immediately loved what I was seeing and related what I saw to create something harmonious in my design.

SKETCHES (Harmony)

Fig. 4.4 First sketch of Harmony design

The first sketch of the Harmony design was not finished (unfilled space) and I felt that it lacked harmony at this point of the sketch.

Dr. Charles' Feedback:

I showed it to Dr. Charles and he encouraged me to add more elements other than the things on the shelves. It could be a picture frame placed on the shelf. Even cluttered bookshelves look good because the books make it a beautiful mess (a large clutter) as it is consistent and repetitive. Right now, you just have a bookshelf and a bunch of books there, so you have to create a condition to justify that. 

Fig. 4.5 Updated sketch of Harmony design 

After hearing Dr. Charles' advice, I filled up the shelf with more books and a photo frame.

In order to create a harmony outside of the shelves and expanded the design and added a wall light that shines down to the flower vase and books on the top shelf and a framed wall design for the bottom part of the design.

FINAL SUBMISSION:

Fig. 4.6 Final design of Harmony

Fig. 4.7 Final PDF of the design

Description of the design (Harmony)

The final design is a bookshelf containing a variety of books and other decorative like a flower vase, hot chocolate drink, and a picture frame, they all are paired with a wall light and a framed wall as decorative.

REFLECTION:

Upon finishing exercise 3, I became so much better at deciding what kind of subject and style I want to design based on the design principles. The design of unity allowed me touched on my favorite technique, which is perspective, which I have also previously done on the design on contrast. As for the design of harmony, I have never really properly tried a design with so much going on at once so it was so a good learning experience for me to do better at these types of design styles in the future.

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REFERENCE:

Jordan, C. (2019, April 17). How Do You Achieve Harmony in Art? Artists Network. https://www.artistsnetwork.com/art-techniques/composition/harmony-in-art/?__cf_chl_captcha_tk__=pmd_MqF6NaLzrx8N7caOiM.CanSUZTGpNPZMJCuc_4LAaU0-1633100928-0-gqNtZGzNAuWjcnBszQjR