Design Principles - TASK 1 : Exploration

 February 05, 2024

6/2/2024 -  ( Week 1 - Week  3) 

Qian Guoyi /0369462

Design Principles / Bachelor's of Design Honors In Creative Media

TASK1 : Exploration

INSTRUCTIONS

Assignment submission requirements:

1. Based on the professor’s content about design principles and combine it with your own understanding

2. Select and briefly describe one of the United Nations Sustainable Development Goals (UNSDCG) goals

3. Existing art or artwork surrounding the goal (title of art/design work, name of artist, designer, year, size, medium, source link)

4. You need to use 100-150 words to explain why the choice of this design is related to the UNSDG goals and list the design principles.

1.Lecture Summary

Week1:We had an online lecture in the first week, and Mr. Zeon introduced us to the overall outline and tasks of this semester. Our subsequent lectures will be pre-recorded and uploaded to teams or mytimes, and our tasks will also be in the lecture video. We need to independently study the different design principles taught in the lectures to lay the foundation for subsequent projects.

Week2:

In the second week, we need to study independently and study from recorded lectures. Based on the ppt and video, I initially learned the definition of design principles. Based on the examples given by the professor, I searched online for some design works related to design principles and added my own understanding.

2.Design principles

（1）Contrast:

Definition: There are strong and juxtaposed different elements in the design work. Without contrast, the visual experience will become monotonous. Contrast can provide visual interest and emphasize expression.

When I read further, I found that contrast can be divided into color contrast, texture contrast, and size contrast.

a）Color contrast can include the contrast between light and dark caused by color purity, contrasting colors, etc. These can enhance the visual perception of the design work, making the elements stand out and highlighting the theme.

                                                Fig1.1 Red and blue contrast poster

     

b）Texture contrast, available in smooth and rough contrasts, helps enhance the appeal of textiles and adds depth to our designs. Creating different texture changes can create more different sensory experiences for us.

Fig1.2 Texture comparison of different materials

（2）Gestalt Theory ：

Definition:Gestalt principles are laws of human perception that describes how humans group together similar elements .

 This theory also includes the principle of similarity, principle of continuity, principle of closure, principle of proximity, etc.

Similarity principle: visually similar characteristics (shape, color, size, etc.) are often understood by people as the same attribute.

Fog1.3 Posters with similar principles

（3）Balance 

Definition: The distribution of visual weight in a work, the visual balance of elements that makes the entire image appear balanced. Balance can be symmetrical or asymmetrical.Balance can be achieved through symmetrical balance, asymmetrical alignment, the golden ratio and the rule of thirds.

a) Symmetrical balance: having the same visual weight on the same two sides of the central pivot, equal arrangement of elements on both sides of the central axis (horizontal/vertical), resulting in bilateral balance, uniform arrangement of elements around the central point, which can create a radial direction balance. 

The photograph below is symmetrical about the horizontal central axis.

Fig1.4 Symmetrical balanced poster.

b) Asymmetrical balance: The two sides of the composition have different weights. One side of the composition may contain a dominant element, which can be balanced by several or smaller focal points on the other side, making the picture more interesting and dynamic. , it has a modern, sporty, energetic feel. Asymmetrical balance provides more visual variety, although it may be more difficult to achieve because the relationships between elements are more complex.

The picture below is overall symmetrical, but partially asymmetrical. The whole thing looks like an animal, but different elements are added to make the work more eye-catching and interesting.

Fig1.5 Poster with asymmetrical balance

（4）Emphasis 

Definition : Emphasis serves to establish dominance and direct focus within a design, different elements like color, shape , or value can be employed to achieve this dominance and focus. 

a）Color: It is one of the most commonly used tools in design works. The purity of color and the contrast of brightness will catch the audience's attention.

In the work below, the dominant element and the background color are different in color, highlighting the dominant element.

Fig1.6 color accent

b）Shapes： Geometrical shapes such as circle, squares and triangles can be used to create and contrast and draw attention to specific areas. Different shapes are used in the work to outline the shape of the snow-capped mountains.

Fig1.7 shape emphasis

（5）Repetition 

Definition: Repetition can make a design work appear active. Repetition of design elements creates rhythm and pattern in the work. Repetition creates variety, avoids monotony, and adds visual stimulation by enriching surface interest.

Fig1.8 Poster about duplication

（6）Movement

Definition: The way a design guides the eye into its surroundings and through a composition—the eye follows this path. Movement in a visual image occurs when an object appears to move in a visual image. Movement in a visual image results from the shapes, lines, or curves used.

Just like the poster below, it shows a person riding a bicycle. Both the moving person and the bicycle use some lines to show their movement, making it visually appear that they are moving.

Fig1.9 Posters about mobile

（7）Harmony 

Definition: Harmony involves selecting elements that share common characteristics. If harmony becomes monotonous, there will be no variety. Harmony is when all elements of a design are combined. They may have the same theme, aesthetic style, or mood.

Just like in the work below, the overall colors are very harmonious

Fig1.10 harmonious work of art

（8）Unity 

Definition: The repetition of a specific element (color/shape/material-appearance combination) throughout a design. Unity occurs when these elements are composed in a balanced manner and give a sense of unity, creating a theme.

The picture below revolves around the same theme. Whether it is characters, colors, or shapes, they all show a sense of unity.

Fig1.11 A work of art about unity

（9）Symbol 

Definition : A sign , shape or object used to represent something. In design, symbols are used to bring across information or messages that may be equivalent to sentences or even paragraphs. Symbols are split into figurative representations and non figurative representations. We will look into figurative representations which covers graphic symbols such as pictorial symbols, abstract symbols , arbitrary symbols. 

A painted logo like the one below can clearly express the meaning of the logo.

Fig1.12 graphic logo

（10）Word & Image 

Definition : Image is an important part of design whether it is in prints or digital, it allows viewers to relate to a concept or brand if the images are used correctly. Choosing a complementary wording to the image is vital as well as they work hand in hand to result in good balance and hierarchy of design. Typography is the design and arrangement of text to ensure message is being conveyed. 

Fig1.13 Posters that combine images and text

3.UNSDG Goal & Artwork

-Among the 17 United Nations Sustainable Development Goals, I chose the seventh goal: ensure access to affordable, reliable and sustainable modern energy for all.Affordable and clean energy

-Introduction to Goal 7（Ensure access to affordable, reliable, sustainable and modern energy for all):

In today's society, the continuous development of science and technology has caused a lot of energy waste, which will have a great impact on the environment, climate and other issues in our human lives. In order to prevent energy crisis, we can use or create some affordable and applicable energy sources. Clean energy refers to energy that does not destroy, harm the environment and does not emit pollutants. Renewable energy is energy that is similar but not identical. Examples include: hydropower, wind power, solar energy, geothermal energy, tidal energy, seawater temperature difference power generation, etc. According to the latest definition of the U.S. Department of Energy, nuclear energy is not a renewable energy source. Clean energy will also be included.

Selected Design Works About Energy：

Title of Artwork: "Factory Stack(Earth first)"

Designer's Name: Shepard Fairey

Year: 2022

Medium: Digital Print

Reason Why I Chose This Artwork : The work combines the austere, angular power of factory architecture with graphic elements and places the factory chimney at the visual center of the work, serving as the main object to highlight the theme of energy pollution. Although this design work does not directly reflect the United Nations Sustainable Development Goal 7 of affordable clean energy or renewable energy for everyone. However, the exhaust gas emitted by the factory shows that people should protect the environment, pay attention to energy pollution issues, and look for some suitable clean energy. In this design work, three colors of red, yellow, and blue are used. The blue area in the upper left corner is a logo of a woman and the earth, which means that people should pay attention to the ecology of the earth. The red area in the upper left corner is a hand holding a torch, which represents the fossil energy people are burning. This work also has educational significance. It makes us reflect on our current behavior and advocates from another aspect that we choose cleaner energy to protect the environment.

The design principles I see in this artwork are: Balance, Importance and Dominance, Movement, Texture Contrast, Color Contrast, Harmony.

4.Feedback

Week2:

During class on Tuesday, I showed Mr. Zeon my choice of the United Nations Sustainable Development Goals and the selected art works, and Mr. Zeon gave me some suggestions. I first chose a painting about energy by an artist. Mr. Zeon thought that the painting contained too few design principles, because the painting reflected more of the painter's thoughts. So my husband gave me the names of some famous designers, from which I could choose design works that met the goals and contained many obvious design principles.

Week3:

In the third week, I once again showed Mr. Zeon the design work I chose about Goal 7 and the reasons why I chose this design work in 150 words. Mr. Zeon suggested that I re-explain the reasons why I chose this design work in 150 words. I need to elaborate more on the connection between the design work and my chosen goal 7.

5.Reflection

Experience: This week, we have Task 1 focusing on the United Nations Sustainable Development Goals (UNSDG). Mr. Zeon requires us to choose one goal from the UNSDG and find an artwork corresponding to this goal for analysis. We are tasked with analyzing the selected artwork in terms of its underlying Design Principles. Therefore, we need to study the lecture materials provided by the teacher on Design Principles. Through our studies, we learned that there are a total of nine Design Principles: Gestalt theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, and Word and Image.

Observation: Through studying Design Principles, I've come to realize that many excellent artworks we encounter aren't randomly composed. They surely embody Design Principles, which are systematic and logical guidelines influencing design decisions. These principles help designers better understand and apply design fundamentals, resulting in more attractive and effectively communicative creations. In our daily lives, we encounter numerous posters and street arts, all of which incorporate Design Principles. By keenly observing them, we can gain insights that will be beneficial for our future designs.

Findings: Many people perceive artistic design or artworks as products of emotional creation. However, through the study of Design Principles, I've realized that the sensibility of artworks must be built upon a foundation of rationality. Only through a profound sense of rationality can true sensibility be created. Just like these Design Principles, they enhance the attractiveness of design works. In daily life, we encounter numerous posters or advertisements, and we should observe and discover the Design Principles inherent within them. This practice will lead to a better understanding of Design Principles.

6.Further Reading

"The Universal Principles of Design" is a book co-authored by William Lidwell, Kritina Holden, and Jill Butler. It explores a series of fundamental design principles spanning across different design fields. These principles are applicable to various design domains including graphic design, product design, user interface design, architecture, and more. The book provides practical examples and application guidelines to illustrate these principles.

This book covers over a hundred design principles, some of which include:

1. Principle of Visibility: Design should make important functions and information easy to find.

2. Principle of Perceptibility: Design should enable users to perceive and understand the system's status and feedback.

3. Principle of Understandability: Design should be easy to comprehend; users should be able to understand the system's functions and operation.

4. Principle of Consistency: Design should maintain consistency to reduce users' cognitive load and increase predictability.

5. Form Follows Function Principle: The appearance and form of design should reflect its function and purpose.

This book discusses these principles in an easy-to-understand manner and illustrates the application of each principle with rich examples and illustrations.