DESIGN PRINCIPLES GCD60804 -- TASK 1 EXPLORATION
- STARTINNG DATE : 3.2.2025
- ENDING DATE :
- STARTING WEEK : 1
- ENDING WEEK :
- NAME : LIANG LIWEN
- ID NUMBER : 0369625
- MODULE NAME : BACHELOR OF DESIGN CREATIVE MEDIA
TABLE OF CONTENTS
1. INSTRUCTIONS
2. LECTURE NOTE
3. TASK 1
4. FEEDBACK
INSTRUCTIONS
INTRODUCTION
Visual communication is about utilising design to convey purposeful messages to a target audience. As such, the design must be well thought-out and executed. To achieve effective communication through design, it is important to learn about and apply the elements and principles of design.
ELEMENTS OF DESIGN
• Point: It is the most basic element, without size and shape restrictions, and plays a focusing and emphasizing role in the picture.
• Line:point movement track, there are long, thick, straight points, can guide the line of sight, shape, express emotions.
• Shape:formed by the closure of lines, such as geometric shapes (round, square, triangle) and irregular shapes, can convey different visual feelings.
• Form:The three-dimensional presentation of shapes, with length, width and depth, such as cubes, spheres, etc.
• Texture:The perception of the surface texture of the object, such as rough, smooth, soft, hard, can enhance the sense of reality and touch of the work.
• Space:The area occupied by and around the elements is divided into two and three dimensions, and reasonable use can create a sense of hierarchy and depth.
• Colour:including hue, brightness, purity, can evoke emotion, create atmosphere, in the design is very expressive.
PRINCIPLES OF DESIGN
• Contrast
• Balance
• Emphasis
• Rules of Third
• Repetition/Pattern/Rhythm
• Movement
• Hierarchy
• Alignment
• Harmony
• Unity
• Proportion
1.GESTALT THEORY
•Principle of Similarity ：Similarity Principle: People tend to group together elements that look similar. For example, in a group of circles, several squares would be considered a group because of their similar shape.
Figure 1.1:shows the principle of Similarity by pinteres
•Principle of Continuation :People's eyes tend to move along continuous lines or shapes. For example, a winding curve, we will naturally follow its direction to see.
Figure 1.2:shows the principle of Continuation by toptal
•Principle of Closure : When a graph is incomplete, people will psychologically automatically complete it to form a complete graph. For example, a circle with a small notch will still be seen as a complete circle.
Figure 1.3:shows the principle of Closure by Alan Barcelos
•Principle of Proximity:Elements that are close to each other are treated as a group.
Figure 1.4:shows the principle of Proximity by builtin
•Principle of Figure/Ground:People automatically distinguish between the figure (subject) and the background. For example, in a painting, the subject is highlighted and identified, while the surrounding environment becomes the background.
Figure 1.5:shows the principle of Figure/Ground by Monta Vista HS Art Department
•Law of Symmetry & Order : symmetrical elements can give people a sense of stability and harmony, and people tend to regard elements as a combination of order and symmetry.
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Figure 1.6:shows the law of symmetry and order by Antonio Carlino
2.CONTRAST:
Enhance visual impact and attract attention by highlighting the differences between elements, such as size, color, shape, etc. For example, black and white contrast strong picture, can make the content more eye-catching.
Figure 2.1:shows the principle of CONTRAS
3.EMPHASIS :
Highlight important elements to make them stand out from the whole. It can be achieved by changing the size, color, position, etc.
Figure 3.1:shows the principle of emphasis by LYDIA RIBEIRO
4.BALANCE :
• Symmetrical balance: based on the central axis, the elements on both sides are exactly the same or similar
Figure 4.1: shows the example of symmetrical balance by Art Appreciation
•Asymmetrical balance: balanced by the visual weight of different elements, such as large elements paired with multiple small elements, to achieve an asymmetrical but balanced effect..jpeg)
Figure 4.2: shows the example of Asymmetrical balance by Valerie Cabudol
5.Golden Ratio :I
It is about 1:1.618, and the elements or compositions designed according to this ratio can bring harmonious and beautiful visual feelings, and are widely used in architecture, art and other fields.
Figure 5.1: shows the example of Golden Ratio by Vladanland
6.Rule of Thirds :
The picture is divided into nine grids, and the important elements are placed at the intersection of four dividing lines or distributed along the dividing lines, which can make the picture more attractive and balanced, and is often used in photographic composition
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Figure 6.1: shows the example of Rule of Third by Brandon Feather
7.REPETITION:
The repeated use of the same or similar elements, such as patterns, shapes, etc., enhances the sense of rhythm and order, and deepens the audience's impression of the elements, such as repeated patterns.
Figure 7.1: shows the example of repetition by Olive et Oriel
8.Rhythm :
Similar to the rhythm of music, through the repetition, change and interval of elements, the sense of rhythm is generated, guiding the audience's sight to move rhythmically, such as gradual color.
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Figure 8.1: shows the example of rhythm by Liza B
9.MOVEMENTS:
Through the arrangement, direction or deformation of elements, to create a dynamic effect, so that the picture seems to have a movement trend, such as slanted lines to suggest movement.
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Figure 9.1: shows the example of movements by Diama
10.HARMONY & UNITY :
Make all elements work together and coordinate to convey a consistent visual feeling and theme. Such as the use of unified tones, similar style elements to avoid clutter.
Figure 10.1: shows the example of harmony and unity
11.SYMBOL :
A graphic, pattern, or mark with a specific meaning that can quickly convey complex information, such as a traffic sign, with a clear meaning expressed in concise graphics.
Figure 11.1: shows the example of symbol by logomakerr
12.WORD & IMAGE:The combination of the two can convey information more effectively. Text can explain, and images enhance visual appeal, such as the text on a poster and the illustration work together.
Figure 12.1: shows the example of word and image by Gabrielle YACOUT
Chosen Artwork:.jpeg)
The designer's name : Xue yu
From : China
Published date :2020
Sources :xue yu
EXPLANATION FOR SELECTING THE WORK OF ART/ DESIGN
This is an illustration created by freelance illustrator Xueyu for Chinese national myths and legends. The image in the picture may be a mythological character, and the overall color is used with characteristics. It shows the charm of ancient Chinese myths with an open and restrained imagination, and directly presents the evolution of Chinese civilization and the characteristics of traditional culture of all ethnic groups, which is very attractive and appealing.
The painting uses contrasting colors such as red, gold, dark blue and black to make the picture full of power and tension. Red elements (such as capes and blood stains) stand out, symbolizing passion, combat and heroism, and are easy to catch the eye. Light and shade contrast: The aura and rays around the character provide a strong contrast, making the character stand out while bringing a sense of the sacred and epic. The picture is divided into foreground (people and rocks), midscene (ribbons, auras), background (universe, rays), and each layer has different colors and elements to create a strong sense of depth. Rhythm: Elements such as rays, ribbons, and background curves in the picture are repeated to form a sense of rhythm, so that the whole picture looks rhythmic and will not appear chaotic.
Title: Jubilee Procession in a Cornish Village
Artist: George Sherwood Hunter
Year: 1897
Size: H 130 x W 216 cm
Source: George Sherwood Hunte(1897)
This is a painting by artist George Sherwood Hunt of a parade of lights held in 1897 to mark Queen Victoria's Diamond Jubilee, the first diamond jubilee in British history. The painting depicts a group of girls and women in white dresses holding brightly lit lanterns as they take part in a nighttime parade. The lantern is one of the visual focal points of the whole painting. Its light appears warm and bright in the night. Compared with the dim surrounding environment, it highlights the layered sense of the painting and gives the whole work a stronger story atmosphere. The painting has a strong sense of space from far to near the whole painting. This perspective effect makes the picture more three-dimensional.
FEEDBACK
Week 1
General Feedback: Work on Task 1, Watch Lecture
Specific Feedback: Start Task 1.
Week 2:
General Feedback: Start Task 1 and explain it to us using previous students' work as a guide.
Specific Feedback:Continue with task 1.
REFLECTION
I learned the basics of design, such as balance, contrast, symmetry and unity. By learning balance and symmetry, I know how to make the picture more stable and coordinated; Contrast and unity allow me to understand the relationship between colors, shapes, and elements, highlighting themes and enhancing visual guidance. At the same time, this knowledge enables me to analyze and interpret works of art from multiple angles, not just to feel the overall design, but to deeply observe the arrangement and significance of every detail.
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