DESIGN PRINCIPLE TASK 1(EXPLORATION)
STARTING DATE WEEK1-ENDING DATE WEEK3
CHEN TIAN YAO/0367550
DESIGN PRINCIPLES/ BACHELOR OF DESIGN(HONOURS) IN CREATIVE MEDIA
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INSTRUCTION
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DESIGN PRINCIPLES LIST
ELEMENTS OF DESIGN:
[1] POINT:
· A point or dot is the simplest element of design
· A point used as repetitive mark forms a line
· As the point moves in space, other two-and three-dimensional figures and forms are created.
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[2] LINE:
· Lines can be active or static, aggressive or passive, sensual or mechanical.
· Lines can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
·Lines can also be grouped to depict qualities of light and shadow and to form patterns and textures.
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| Example of line |
· Refers to the expanse within the outline of two-dimensional object
· Becomes visible when a line or lines enclose an area or when an apparent change in value (Lightness/darkness), color or texture sets an area apart from its surroundings.
· Two general categories of shapes - geometric& organic.
· Geometric - circles, squares, triangles, etc. - tend to be precise and regular.
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Form:
·Whereas a two-dimensional area is referred to as a shape, a three-dimensional area is called a form.
· When form encloses space, the space is called volume.
· Form is often a major element in sculpture and architecture.
· With two-dimensional media, such as painting, illustration or drawing form must be implied.
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| Example of Form |
Texture :
• In visual communication design texture refers to the tactile qualities of surfaces or to the visual representation of those qualities.
• All surfaces have textures that can be experienced by touching or through visual suggestion.
• Two categories of texture – actual (experienced by touch) & simulated or implied (created to look like the real texture).
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| example of texture |
Space :
• Space is the indefinable, general receptacle of all things – the seemingly empty space around us.
• In drawings, prints, photographs and paintings, we see the space of the surface all at once.
• The actual space of each picture’s surface is defined by its edges – the two dimensions of height and width.
• Yet, within these limited boundaries, an infinite number of spatial qualities can be implied.
Space(cont'd)
• Three-dimensional space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves.
• From the outside, we experience mass.
• From the inside, we experience volume.
• In graphic design, space, or depth, refers to the area that a shape or form occupies. Space can be defined as positive (filled space) or negative (empty space).
• The illusion of a three-dimension space can be suggested through depth.
• This can be achieved by overlapping of images, the variation of sizes, placement and perspective.
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| example of space |
Color
Color is the visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface. Colour is the light wavelengths that the human eye receives and processes from a reflected source.
• Each of the millions of colours human beings can distinguish is identifiable in terms of just three variables:
Color (cont'd)
• Hue: Colors of the spectrum, e.g. yellow and green.
• Value: This refers to the lightness or darkness from white through greys
to black.
• Black and white pigments can be important ingredients in changing color values. White added to a hue produces a tint. Adding grey to a hue would result in a tone. Black added to a hue produces a shade of that hue.
• Intensity: Also called saturation or chroma, it refers to the purity of a hue.
• A pure hue is the most intense form of a given color, it is the hue in its highest saturation, in its brightest form.
• With pigment (black, white or grey) of another hue is added to a pure hue, its intensity diminishes and is dulled.
• Color groupings that provide distinct color harmonies are called color schemes.
• Monochromatic color schemes are based on variations in the value and intensity of a single hue.
• Analogous color schemes are based on colors adjacent to one another on the color wheel, each containing the same pure hue.
• Complementary color schemes emphasize two hues directly opposite each other on the color wheel
Principles Of Design: Contrast, Balance, Emphasis, Rules of Third, Repetition/pattern/Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity, Proportion
Gestalt theory：
• Contrast is the juxtaposition of strongly dissimilar elements.
• Without contrast, visual experience would be monotonous.
• Contrast can provide visual interest, emphasise a point and express content.
• The human brain is wired to see patterns, logic, structure.
• “Gestalt” refers to “shape” or “form” in German.
• 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.
PRINCIPLE OF 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.
PRINCIPLE 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.
PRINCIPLE 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.
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 organise or give structure to a layout.
PRINCIPLE OF FIGURE/GROUND
• Objects are instinctively perceived as being either in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground).
LAW OF SYMMETRY & ORDER
• This 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 that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
Contrast：• Contrast is the juxtaposition of strongly dissimilar elements.
• Without contrast, visual experience would be monotonous.
• Contrast can provide visual interest, emphasise a point and express content.
Chosen artwork.
<Slums Breed Crime>
Designer: Lester Beall
The goal I choose from the UNSDG is "No Poverty".
The reason Why I choose this picture:
This poster was designed by
Lester Beal for the United States Housing Agency in 1941. Lester Beal is an
American graphic designer who served as a leading advocate of American
modernist graphic design. The poster tells the story of two criminals who have been
arrested in slums and captions "Slums Breed Crime" to encourage
people to leave the slums. This poster serves as an advertisement for the
United States Housing Agency. I believe this theme is relevant to my chosen
theme, "No Poverty," because the depiction of slums and a pair of
handcuffed hands in the poster symbolize elements of crime. The caption
"Slums Breed Crime" conveys the message of "No Poverty."
Through such representation, the poster calls for attention to the issue of
poverty in communities, advocating for improvements in living conditions in
impoverished areas to reduce the likelihood of crime and promote social harmony
and stability. This poster is not merely a piece of advertising but also a
wake-up call and warning of social consciousness, urging people to work
together to eradicate poverty and create a better social environment.
[emphasis] The background of the work is black and white, except for a large red hand that represents the criminal.
[Symbol] The big red hand and chain in the picture are the symbols of criminals. The background - the picture being taken away by the police also expresses the meaning of the criminal.
[Word and Image] The title "Slums Breed Crime" expresses the theme of this poster: poverty leads to crime, it says "No poverty." At the bottom of the picture is the caption "United States Housing authority, "indicating that this is an AD for the United States Housing authority.
Feedback
week1: need to do my assignment.
week2: Need to add a link to the image.
Ned to select a work by an author who has multiple works available for analysis.
Week3: Need to add a link to the image.
Need to analyze photos to add design elements.
Self-reflection
Do the homework carefully according to the handout pdf.
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