Design Principles: Exercise 1

24.8.2021 - 17.9.2021 (Week 1 - Week 4)
Britney Chow Pei Jun / 0350043 / BDCM
Design Principles
Lectures and Exercise 1

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LECTURES

Topic 1.1: Elements and principles of design

It is important to learn about and apply the elements and principles of design;

The Elements:

fig x.x; Elements of Design; sauce: (http://dowlingart.weebly.com/elements-of-art--principles-of-design.html)

Point

• The simplest element of design.
• Used as repetitive mark
• forms a line.
• As the point moves in space, other two- and three-dimensional figures and forms are created.

fig x.x; Elements of Design: Point

Line

• Can be active or static, aggressive or passive, sensual or mechanical.
• Can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
• Can also be grouped to depict qualities of light and shadow and to form patterns and textures.

fig x.x; Elements of Design: Lines; sauce: (https://www.pinterest.com/pin/353954851933553121/)

Shape

• Expanse within the outline of two-dimensional area or within the three-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 category of shapes: geometric & organic.
• Geometric tend to be precise and regular. (circles, squares, triangles, etc.)

fig x.x; Elements of Design: Shape; sauce: (https://dribbble.com/shots/14365516-Geometry-Pattern)

Form

• A three dimensional area 
• When form encloses space, the space is called volume.
• A major element in sculpture and architecture.
• With two-dimensional media, such as painting, illustration or drawing, form must be implied.

fig x.x; Elements of Design: Form; sauce: (https://kidcourses.com/elements-design-form/)

fig x.x; Elements of Design: Form; sauce: (http://kellhighschoolart.weebly.com/va-comp/value-drawing-geometric-form-study)

Texture

• The tactile qualities of surfaces or to the visual representation of those qualities.
• 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). 

fig x.x; Elements of Design: Texture; sauce: (https://www.researchgate.net/figure/Element-textures-commonly-used-These-textures-can-be-found-in-professional-art-d-g-h_fig1_278630454)

fig x.x; Elements of Design: Texture; sauce: (https://www.istockphoto.com/photos/pebbles)

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.
• 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.

fig x.x; Elements of Design: Space; sauce: (https://www.pinterest.com/pin/462956036669398592/)

The Principles: 

fig x.x; The Principles of Design; sauce: (http://dowlingart.weebly.com/elements-of-art--principles-of-design.html)

Topic 1.2: Gestalt theory and Contrast

Contrast

• The juxtaposition of strongly dissimilar elements. 
• No contrast = monotonous 
• Can provide visual interest, emphasize a point and express content.

fig x.x; Contrast Design Example; 

Gestalt Theory

• The human brain is wired to see patterns, logic, structure.
• “Gestalt” refers to “shape” or “form” in German.
• Aim to show how complex scenes can be reduced to more simple shapes.

Principle of Similarity

• Group similar shapes together (crafts a link between elements of a similar nature.

fig x.x; Principle of Similarity example; 

Principle of Continuation

• Human eye prefers to follows path, lines - a continuous flow of visual elements.

fig x.x; Principle of Continuation example;

Principle of Closure

• Prefers to see complete shapes, and if not complete we can perceive a complete shape by filling it in.

fig x.x; Principle of Closure example;

Principle of Proximity

• Ensuing related design elements are place together.
• Eg: Shopee website, all ads together, payment methods, etc.

fig x.x; Principle of Proximity example;

Principle of Figure/Ground

• In the foreground or background, either stand out prominently (the figure) or recede into the back (the ground).

fig x.x; Principle of Figure/Ground example;

Law of Symmetry and Order 

• Group symmetrical objects together as they tend to be perceived as a unified group.

fig x.x; Law of Symmetry and Order;

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INSTRUCTIONS

WEEK 1 EXERCISE 1:

Produce one design of Gestalt theory and another of Contrast, 2 designs in total

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EXERCISES

Exercise 1: Gestalt theory and Contrast 

Visual Research for Contrast Design 

For my contrast design, I got the idea of drunk driving from doing a collage in another subject and saw this in the magazines. Thus, I start searching for some reference and inspiration for it. 

fig x.x; Drunk driving poster; sauce: (https://www.postermywall.com/index.php/posters/search?s=don%27t%20drink%20%26%20drive)

I saw these poster and had inspire me to drew the following: 

fig x.x; Britney's first attempt at Contrast Design; 

I tried to make the whole picture in different shades and hues of red to make the contrast more obvious. My first attempt is just playing around and exploring the ideas. 

fig x.x; Britney's second attempt at Contrast Design;

Personally, I feel like this design downgraded a lot, and I did not just use the color red only. Although it does have the meaning of drunk driving, it has became from contrast design to emphasis design. 

fig x.x; Final outcome of Contrast Design; 

 

fig x.x; Final outcome of Contrast Design in PDF;

Visual Research for Gestalt Theory: 

For this design I was inspired looking at the "Protect the earth" design. I was thinking bout it when I shower and have searched the internet for more references to further enhance my idea. 

fig x.x; Hand holding the earth; sauce: (https://in.pinterest.com/pin/735916395340151784/)

With this, I've tried to do something: 

fig x.x; Britney's first attempt at Gestalt Theory; 

I tried to make as if the earth is crying however with bright colors and elements as to show a contradicting meaning. Like how the earth is happy with all these but its actually hugging itself as if to protect itself.

fig x.x; Final outcome of Gestalt design; 

fig x.x; Final outcome of Gestalt design in PDF

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FEEDBACK

Mr. Charles, our lecturer has given me insightful feedbacks on my design and I appreciated it very much. He had told me that there's too many elements in my Contrast Design and is better to explore more on cropping and framing, focus on what's the most important element in the design instead of showing everything. 

As for the Gestalt theory, Mr. Charles said that it was a good effort however, again there's too many elements in my design and I should do something to remedy that. He had also mention how I could still explore more with the trees or water, etc. 

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REFLECTIONS

Experience: Both Gestalt and Contrast design is challenging for me as I have no basic knowledge of art when choosing the course, however Ms. Jinchi did her best in explaining the whole thing to us and I learned a lot from her lecture videos. I was especially having a hard time trying to come up with ideas because I did not have much motivation and is procrastinating when I'm trying to draw, I feel like my designs feel force at first but gradually try to make it better. 

Observations: I personally can see that how these elements and principles can make a good design and that it is really important knowledge for people who want to design good things. 

Findings: I think that one should be confident in themselves when making a design instead of doubting their skills and ideas. I also learned that one should not be scared when trying out new things, as it is the way to improve and learn even more stuff. I became very hesitant in trying to try out new things because I'm scared of the consequences, but then if I keep staying in my own bubble, I would have no improvement. So, it is between comfort or achievement. 

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