Design Principles / Exercise 1
24.8.2021 - 17.9.2021 (Week 1 - Week 4)
Moey Jo Min (0350567)
Design
Principles / Bachelor of Design (Hons) in Creative Media
Exercise 1: Contrast & Gestalt
LECTURES
Week 1
Lecture 1.1 Introduction to Elements & Principles of
Design
Elements of Design:
1. Point
- the simplest element of design
- a point used as repetitive mark forms a line
- point moves in space → 2D & 3D figures and forms are created
Figure 1.1 Point used repetitively forms a Line (screen grab
from Dr Jinchi's lectures)
2. Line
- active / static ; aggressive / passive ; sensual / mechanical
- indicate directions, define boundaries of shapes & spaces, imply volumes / solid masses, suggest motion / emotion
- can be grouped → depict qualities of light & shadow ; form patterns & textures
Figure 1.2 Different types of line (screen grab from Dr
Jinchi's lectures)
3. Shape
- the expanse within outline of 2D area or within the 3D object
- becomes visible when: 1) a line / lines enclose an area
2)
an apparent change in value, color or texture
- General Category of Shapes: 1) Geometric ; 2) Organic
4. Form
- 2D area → shape ; 3D area → form
- volume: when form encloses space
- a major element in sculpture & architecture
- form must be implied with 2D media (example: painting, illustration, drawing) by shading and perspectives
5. Texture
- the tactile qualities of surfaces / the visual representation of those qualities
- all surfaces have textures → can be experienced by touching or through visual suggestion
- Two Categories of Texture : 1) Actual - experienced by touch
2) Simulated / Implied - created to
look like the real texture
6. Space
- the undefinable, general receptacle of all things - empty space around us
- 2D media (drawing, prints, photographs, paintings) → we see the space of the surface all at once
- the actual spaces of each picture's surface is defined by its edges - the two dimensions of height & width
- within limited boundaries, an infinite number of spatial qualities can be implied
→ our positions in relation to others
→ object surfaces
→ voids at various distances from ourselves
From the outside, we experience mass
From the inside, we experience volume
- in graphic design: space / depth → the area that a shape or form occupies
- can be defined as positive (filled space) or negative (empty space)
- illusion of a 3D space can be suggested through depth
- can be achieved by overlapping images, the variation of sizes, placement & perspective
7. Color
- the visual byproduct of the spectrum of light → transmitted through a transparent medium
→ absorbed & reflected off a surface
- color: the light wavelengths that the human eye receives and processes from a reflected source
Each of the million colors human beings can distinguish is
identifiable in terms of three variables:
1. Hue: colors of the spectrum
2. Value: the lightness / darkness from white through
grey to black
3. Intensity / Saturation / Chroma: purity of a
hue
Figure 1.3 Pigment scale: Tint, Tone and Shade
Figure 1.4 Light scale
Color Schemes: color grouping that provide distinct
color harmonies
1. Monochromatic Color Schemes: based on variations
in the value and intensity of a hue
2. Analogous Color Scheme: based on colors adjacent
to one another on the color wheel each containing the same
pure hue.
3. Complementary Color Schemes: emphasizes two hues
directly opposite each other on the color wheel.
Principles of Design:
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 1.2 Contrast & Gestalt Theory
Contrast
- the juxtaposition of strongly dissimilar elements
- without contrast, visual experience would be monotonous
- provides visual interest, emphasize a point and express content
- can be seen in: movies, social media, poster, interior design, architectural work, photography,...
- achieved by: color, position, lighting,...
Figure 2.1 A scene from the movie "Joker" (screen grab
from Dr Jinchi's lectures)
Gestalt Theory
- human brain → wired to see patterns, logic, structure
- "Gestalt": "shape" or "forms" in German
- Gestalt Principles / Law: describe how the human eye perceives visual elements
- → aim to show how complex scenes can be reduced to more simpler shapes
- → aim to explain how the eyes perceive the shapes as a single united form, rather than the separate simpler elements involves
1. Principle of Similarity
- human eye perceive similar elements in a design as a complete picture, shape or group, even if those elements are separated
- the brain crafts a link between elements of a similar nature
2. Principle of Continuation
- human eye follows the paths, lines, curves of a design
- prefers to see a continuous flow of visual elements rather than separated objects
Figure 2.2 Logo of Wella Professionals
3. Principle of Closure
- human eye prefers to see complete shapes
- if visual elements are not complete → perceive a complete shape by filling in missing visual information
4. Principle of Proximity
- the process of ensuring related design elements are placed together
- unrelated items → spaced apart
- Close Proximity: items are connected / have a relationship to each other
- become one visual unit → helps to organize or give structure to a layout
- Example: website design
5. Principle of Figure / Ground
- objects are instinctively perceived as being either in the foreground or the background
- the figure: stand out prominently in the front
- the ground: recede into the back
6. Law of Symmetry & Order
- elements that are symmetrical to each other tend to be perceived as a unified group
- similar to law of similarity
- objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other
Figure 2.3 A design of an owl using law of symmetry &
order
Additional:
- Law of Uniform Connectedness
- Law of Prägnanz
- Law of Common Fate
INSTRUCTION
Exercise 1 - Contrast & Gestalt
For exercise 1 , we are required to design two artworks, one for contrast and
another for Gestalt Theory.
VISUAL RESEARCH
Fig 3.1 Design by alexnabaum
Fig 3.2 Design by unknown artist
This is a Japanese restaurant logo designed by an unknown artist, also using
the principle of figure/ground. It is a hand holding a chopstick and also a
crane. The red circle on the white background also indicates the national
flag of Japan, it gives a hint to the viewers that this is a Japanese
restaurant.
Fig 3.3 'The Scream' by Edvard Munch
IDEA EXPLORATION
1) Contrast
Fig 4.1 A rough sketch of my first idea (28.8.2021)
At first, I wanted to draw a person sitting alone in the corner and there is
light shining from the window towards him. I think the composition is too
boring and it looks flat. However, I couldn't think of a solution that I am
satisfied with. So, I decided to draw something else.
Fig 4.2 A rough sketch of my second idea (30.8.2021)
Then, I thought of making contrast between shapes and scale. Again, I think
the composition looks boring. So I didn't proceed with a more detailed
sketch.
Fig 4.3 Contrast design sketch (8.9.2021)
I was inspired by the crows cackling outside my house. Although crows can be
really disturbing at some times, I think humans have too much
prejudice over crows. They are often associated with death and bad luck. In
fact, they are just birds. I decided to draw a crow, just like drawing other
animals.
Fig 4.4 Crow reference
Fig 4.5 Contrast design painted (11.9.2021)
I haven't painted a watercolor piece without messing it up for a long time.
I was really scared that I would ruin this piece too, but I decided to take
the risk because I have to overcome it. Fortunately, it didn't turn out bad,
I think it is still acceptable. I am still thinking if I should paint the
eye, as it will be more contrasting. At the same time, I don't want the crow
look aggressive.
Fig 4.6 Contrast Design (15.9.2021)
At last, I decided to make the eye red. Instead of watercolor, I used color
paper and added some details using color pencils. I like how it turned out,
the crow doesn't look aggressive, I think it's like a ruby in its eye. I
also considered the framing, but I'm not sure if I am doing it right. I left
quite much of empty space to balance out the crow on the left, and I rotated
it a little as I think it looks better this way.
Final Contrast
Fig 4.7 Final Contrast Design - JPEG (15.9.2021)
Rationale: Humans have too many prejudices towards crows. Crows are often associated with death and bad luck. In fact, they are just birds, but intelligent. I drew this crow, just like how I draw other animals, without showing bias. The red eye looks like a ruby, which represents elegance.
Fig 4.8 Final Contrast Design - PDF (15.9.2021)
2) Gestalt
At first, I look for more artworks done by others on the Internet to find
inspirations.
Fig 4.9 Inspiration of first gestalt idea (29.8.2021)
Fig 4.10 First sketch of idea 1 (29.8.2021)
Fig 4.11 Second sketch of idea 1 (29.8.2021)
I came up with another sketch, using the figure/ground principle. It is
about the love between humans and dogs. I like the idea, but I think it
didn't turn out nice, probably the face which causes that. However, removing
the face makes it look like animal abuse. So, I decided to go for something
else.
I wanted to create something about the environment. So I drew this, which
was inspired by the light and shadows in my washroom. (I didn't get to take
a picture of it due to some reasons.)
Fig 4.12 Gestalt Sketch 2(30.8.2021)
This is a sketch of my idea drawn digitally on phone. I used the principle
of figure/ground. My concept is 'urbanization causes pollution'. As you can
see from the image above, this is a city which is developing rapidly.
Fig 4.13 Gestalt Sketch rotated 180° (30.8.2021)
When it is rotated 180°, the white color part is a plastic bag, one of the
most harmful things to the environment. The plastic bag part looks weird, I
need to work on that.
Fig 4.14 Gestalt Design: 'Pollution' (9.9.2021)
Fig 4.15 Gestalt Design Rotated 180° (9.9.2021)
Final Gestalt
Fig 4.16 Final Gestalt Design - JPEG (15.9.2021)
Rationale: This design is about a city developing rapidly. However, pollution is still caused despite having civilized humans in this city. Therefore, an upside down plastic bag hiding in the design.
Fig 4.17 Final Gestalt Design - PDF (15.9.2021)
FEEDBACK
Framing is very important in a composition. This exercise is not just
to fulfil the requirements, you should think of what makes it
unique, what do you want the viewers to see.
REFLECTION
I found this quite challenging, mostly because I am not able to think of
ideas. For me, I think gestalt is harder as I have not heard of it
before. Through this exercise, I am able to know more about design
fundamentals, which is crucial as a designer. I also learned to accept
my own weaknesses and flaws, and I will put effort to improve.
Here's the link to exercise 2:
https://moeyjomin.blogspot.com/2021/09/design-principles-exercise-2.html
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