Design Principles Task 1

5/2/2024 - 22/3/2024 Week 1 - Week 7

Wong Kai Xin / 0353027

Design Principles / Bachelor of Design in Creative Media / The Design School

Task 1

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INSTRUCTIONS

Recap the design principles listed below:

• Gestalt theory

Gestalt Principles refer to fundamental laws of human perception that explain how individuals group similar elements, identify patterns, and simplify complex images during object perception. Designers apply these principles to structure content on websites and interfaces, aiming for both visual appeal and ease of comprehension.

Fig 1.1 example of Gestalt theory, artwork by Vier Nev

• Contrast

In graphic design, contrast arises when visual elements placed in close proximity exhibit noticeable differences from each other.

Fig 1.2 example of contrast, artwork by Renata Ralbovsky 

• Emphasis

Emphasis refers to highlighting specific parts of a design to make them stand out. Typically, this includes conveying the most important information intended by the design.

Fig 1.3 example of emphasis, Koi Pond by Ocean Art Designs

• Balance

Balance in design involves distributing the visual weight of elements across different sides of a design to achieve harmony, unity, and a sense of completeness.

Fig 1.4 example of balance, Mestizo by Jeseul Montilla 

• Repetition

The principle of repetition in design involves using the same or similar elements throughout a design. This can include colors, shapes, lines, fonts, and other elements. Unlike some design principles, repetition is not always intended to be obvious or stand out.

Fig 1.5 example of repetition, artwork by Saatchi Art

• Movement

Movement in design describes how the eye moves across a design. It's important to guide the viewer from one significant element to the next. Achieving this involves strategic positioning, emphasizing key elements, and leveraging other design components.

Fig 1.6 example of movement, artwork by Adam Pandega

• Harmony & Unity

Harmony in design is akin to a sense of unity, attained when the various elements of a composition blend together while still highlighting their individual characteristics.

Fig 1.7 example of Harmony & Unity, Racial Harmony by Christine Ayo

• Symbol

a sign, shape, or object that is used to represent something else (Cambridge Dictionary, 2020)

pictorial symbol

- simplified image representing a thing or an idea

Fig 1.81 example of a pictorial symbol, a food pyramid

abstract symbol

- look similar to the object they are representing, but with less details

Fig 1.82 example of a abstract symbol, no smoking sign

arbitrary symbol

- a symbol whose appearance doesn't resemble the thing it represents

Fig 1.83 example of a arbitrary symbol, BMW logo

• Word and Image

Fig 1.9

3. Pick and briefly describe one goal from the United Nations’ Sustainable Development Goals (UNSDG).

Fig 2.1 no poverty 

The UNSDG goal I have picked is no poverty. No Poverty indicates a condition where individuals lack crucial human necessities like food, water, shelter, healthcare, education, and employment. Those experiencing poverty encounter difficulties in fulfilling these fundamental requirements, which can result in risks such as disease, malnutrition, and violence. 

4. Select an existing art/design work that revolves around that goal of your choice. Beneath the image, include the credit line of the art/design work (title of art/design work, artist’s/designer’s name, year, size, medium, source link). Some works may not have all these but provide as complete as possible.

 Fig 2.2 Spectrum 23, 2016 by Victo Ngai

https://victo-ngai.com/political

5. Explain, in about 100-150 words, why you chose that design in relation to the UNSDG goal and list the design principles you observed in that design.

The reason I picked this artwork by Victo Ngai is mainly because of the clear contrast shown in this picture, which is between the poor and rich, which reminded me of UNSDG 1. The effect is created using contrasting colors palettes for the two different parties (dull, green background and a bright yellow focus circle). The colors used for the rich are also more vibrant and lively, plus there is a bigger variety, compared to the ones used for expressing the poor, which looks monotonous. Emphasis has also been created, with the giant hand in the middle, lifting the rich, which expresses the rich will always be on the top. Not only this, the circle shape draws the spotlight to the well-off, reflecting the real-world situation about poverty. In addition, there is balance as well in the artwork as the content is centered. 

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FEEDBACK

Week 2

• Make picture bigger 
• Make it clear for "real-world situation"
• "Reminding me of UNSDG 1" after poor and rich
• Balance because it is centered
• Instructions put at top
• Provide one visual example
• Have a caption and figure no for each picture

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REFLECTION

Through this first task, I learned a bit more in depth about the design principles and how to spot them in artworks. I had some confusion about the design principles as some were quite similar to one another, but I have developed a better understanding now after watching the lecture videos from Ms Jin Chi.