Design Principles

27/08/2021 - 25/09/2021 (Week 1 - Week 5)

Ataka Lukman Hamzah / 0350012 / BDCM Design Principles

Task 1 / Exercise

LECTURE

Week 1

Lecture 1.1 - Elements & Principles of Design

Visual communication is utilizing a design in order to convey purposeful messages to a target audience. The design must be well thought out and executed to achieve an effective communication with the audience. This visual communication are helped and thought out by using the elements and principles of design which creates a work of design. Work of design is the combination of elements with principles of design. Where elements acts as individual blocks while principles acts as fundamentals that resulted from guides from arrangement of the elements.

There are seven elements of design which are:

Point

It is the simplest form of elements
Repetitive of point forms a line
It creates a form as it moves

Line

can be active or static, aggressive or passive, sensual or mechanical
indicate directions
define boundaries
imply volumes or mass
suggest motion or emotion
grouped to depict light and shadow
form patterns and texture

Shape

outline of 2d area or within 3d object
visible when line is enclosed an area
or change in value
color or texture in an area apart from its surroundings
category:

geometric: circles, squares, etc.
organic: irregular, curving or rounded, informal

Form

3d area called form
when enclosed a space called volume
major element for sculpture and architecture
in 2d areas form can be created from texture, shading, dark areas/bright areas (implied lights)

Texture

tactile qualities of surfaces or representation of those qualities
surface has textures (experienced by touching)
Category:

actual: can be experienced
simulated: implied (created to look like a real texture)

Space

indefinable, general recepatable of all things
space can b e defined by its edges (2d)
3d space is experienced when we are in it
distance between void and object from ourselves
outside: mass
inside: volume
in graphic design space refers to: area of shape or form occupies
positive or negative space
3d space suggested through depth (overlapping images, size variants, placement or perspective)

Color

color is results of spectrum of light that is transmitted through transparent medium
or it is absorbed and reflected off a surface
it is the light wavelengths that human receives
humans can distinguish color from three variables
hue: colors of the spectrum (yellow green red)
value: refers to the lightness or darkness from white through greys to black
black and white pigments can be important ingredients in values
added white to hue produce tint (pure hue + white)
added grey to hue results to tone (pure hue + grey)
black added to hue give out a shade of that hue (pure hue + black)
intensity is saturation or chroma, purity of hue
pure hue is the most intense form of a given color, highest saturation in a hue/brightest
pigment (black, white, grey) added to a hue, it decrease the intensity of the hue
color schemes = distinct color harmonies
monochromatic color schemes = variations in the value and intensity of a single hue
analogous scheme = colors adjacent to one another in the color wheel (containing pure hue)
complementary schemes = two hues directly opposite each other in the color wheel

Lecture 1.2 - Contrast & Gestalt Theory

CONTRAST

Contrast is t

he juxtaposition of strongly dissimilar elements. Contrast is important because visuals would be monotone without it. With contrast it provide visual interest, emphasis of subject and express content to visuals. Form of contrast can be seen in different media of visuals such as web designs, films, architecture designs, photography and many more.

GESTALT THEORY

Gestalt theory is a theory that was developed by the German Scientist. The theory is about how human perceive the world around the. From the theory, it is known that human brain is wired to see patterns, logic and structure. The Gestalt principles or laws are rules that describe how the human eye perceives visual elements. The aim of this rule is to show how complex scenes can be reduced to a more simples shape. Also, aims to explain how the eyes perceive the shapes as a single, united form rather than the separate simple 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 craft a link between elements of a similar nature

Principle of Continuation

human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated object

Principle of Closure

human eye prefers to see complete shapes
if its not complete, human can perceive a complete shape by filling in missing visual information

Principle of Proximity

the process of ensuring related design elements are placed together
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 organize or give structure to a layout
seen in the website that proximity is used to group information

Principle of Figure/Ground

objects are instinctively perceived as being either in the foreground or the background

Law of symmetry & order

law states that elements that are symmetrical to each other tend to be perceived as a unified group
this rule suggest that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other

INSTRUCTIONS

Task 1

Gestalt Theory

For our first task, we are expected to create a design or piece with the implementation of both Gestalt theory and contrast. For gestalt theory there are some ideas that I come up with.

The first idea was inspired by the WWF logo of the panda. The logo uses the principle of closure. It has an unfinished shape of a panda. So from here, I began to choose an animal as my subject, because I am a cat person I chose tiger as the subject of my design.

Fig 2.1: WWF Logo

Fig 2.2 Tiger (../../..)

From the subject I proceed to make the black stripes using pen tool in illustrator. Then I came up with this graphic.

Fig 2.3: Draft

From here on, I thought that the stripes creates a lot of negative space. Then I get the idea to use the stripes on the face to implement another principle of the Gestalt Theory, which is the principle of figure/background. I did some research on what the tiger is known for, to get the idea what figure that could represents the tiger. What I got was that, tigers are an apex predator. The one who is on top of the food chain. In my perspective, the top of food chain are the ones who wear a crown. So I decided to create a figure of a crown using the stripes.

Fig 2.4: Final Draft

Contrast

For contrast design, I tried to search for examples on the internet for inspiration. These are the examples that I came across with.

Fig 2.5: Contrast Example BnW

Fig 2.6: Contrast

For my sketch, I tried to implement the idea for the first example. Where I have a source of light shine to the subject to achieve a silhouette of the figure to show the contrast.

Fig 2.7: sketch 1

Fig 2.8: Sketch 2

For sketch 1, my idea was to make the UFO taking the subject as the light source which then would create a contrast with the dark background. Also, similar to the first sketch in second sketch I came up to an idea of using a the end of the hall as the light source. Then, after sketching I tried to crate the design in photoshop.

Fig 2.8: Sketch 1 Draft

Fig 2.9: Sketch 2 Draft

Looking at the draft, I feel like there is something missing which is the light. So I manage to learn a way in photoshop to create a shine to add more depth to the design.

From the adjustment made to the draft I manage to get this result:

Fig 3.0: Final Draft

FINAL OUTCOME SUBMISSION:

Gestalt Theory

This is the final outcome of my design for Gestalt Theory. I named it, 'King of the Jungle'. This design was inspired by the logo of WWF. There is a reason to why it is named the 'King of the Jungle', there is a design created with the Gestalt Theory to represent that tigers are on top of the food chain, an apex predator. *Hint: top of the head

Contrast

This design was inspired by a photograph taken that I took from pinterest. My interpretation for this design is my life as a new university student. Leaving the dark hall which represent school and walking towards the bright end that represents learning subjects that I have passionate in.

FEEDBACK

General Feedback: -

REFLECTION

Experience

From this task 1, it may be hard to create on a design since it is the first task that we got. However, the lectures give a very straight forward which is a great helped. With all the examples that are given, we have a benchmark of the designs that we should make. I am hoping on improving more and explore more for my designs.

Observation

I think that I need to be organized on creating the progression updates. To have more exploration towards the designs. This would help to create better designs.

Findings

I got to learn the basics of designs. To know the principles that are needed, in order to create designs that communicates with the audience. Also, a new concept or idea of design which is Gestalt Theory.

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Ataka Lukman Hamzah (0350012)