Design Principles | Task 1
Kerly Ooi / 0358726
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 1 : Exploration
INSTRUCTIONS
1. Module Information Booklet
LECTURES
2. Design Principles
1. Gestalt Theory
- 'Gestalt' refers to shape or form in German.
- Gestalt principles are rules of human perception that describe how we group related elements, recognise patterns, and simplify complex images when we observe objects.
- Human eye tends to perceive similar elements in a design as a complete picture, or group.
- Our brain creates connections between elements of a similar nature.
- Human eye follows the paths, lines and curves of a design, prefer to see a continuous flow of visual elements than separated objects.
- Human eye prefers to see complete shapes.
- If visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
- Related design elements are placed together.
- Objects are typically regarded as either in the foreground or background. They are either vividly displayed in the front (figure) or retreat into the background (ground).
- Elements that are symmetrical to each other tend to be perceived as a unified group.
2. Contrast
- Contrast is the juxtaposition of starkly different components that can add visual interest, emphasise a point, or express content.
- Without contrast, visual experience would be monotonous.
3. Emphasis
- Generated by graphically emphasising what we want the visitor to focus on.
- Some of the tactics used to establish degrees of importance include value difference, colour use, positioning, variety, alignment, isolation, convergence, anomaly, etc.
4. Balance
- Is the distribution of interest or visual weight within a work.
- Balance may be symmetrical, asymmetrical, or radial.
- Objects, values, colours, textures, forms, and other elements can be employed to achieve compositional balance.
- Unequal visual weight on both sides of the composition.
- A prominent piece on one side may be balanced by a few smaller focus points on the other side.
5. Repetition
- Repetition is a visual design technique that involves the repetition of a single element, such as lines, points, or more. Repetition uses repeated patterns to generate rhythm inside the piece.
6. Movement
- Movement is a design idea that allows artists to guide the viewer's gaze around an artwork.
- Motion in a visual image refers to objects appearing to move.
- Visual images convey movement through the use of shapes, forms, lines, and curves.
7. Harmony & Unity
Harmony
- Harmony refers to the relationship between elements in a design. Harmony refers to how effectively the elements complement one another and form a cohesive whole. Harmony can be produced through similarities or contrasts.
- Harmony is the choosing of elements that share a common quality.
- Without variety, harmony becomes monotonous.
- Harmony refers to how well all design aspects complement one another. They may share the same theme, artistic style, or atmosphere.
- Unity in design involves repeating specific aspects, such as colours, shapes, or materials, to create a cohesive overall look.
- Unity is achieved by balancing aspects and establishing a cohesive theme. While they may sound similar, unity and harmony play significant roles in how we perceive design.
Scale and proportion are design aspects based on size.
- Scale measures the size and dimensions of figures and forms in relation to a certain unit of measure.
- Proportion refers to the relationship between two or more parts in a composition and how they compare to one another in terms of size, colour, quantity, degree, context, and so on; it is also known as ratio.
8. Symbol
- According to the Cambridge Dictionary (2020), a symbol is an object, shape, or sign that represents another thing.
- Symbols in design are capable of conveying information like phrases or entire stories (Eco, 1976 & Pettersson, 2015).
- a linguistic sign, such as an orally pronounced phrase, that has no visible similarity to the thing or concept it represents.
9. Word & Image
- Imagery is an important aspect of design, whether it is print or digital. Using relevant pictures in design can help users and viewers connect with a concept or brand. Using appropriate and relevant images is crucial for design purposes.
- Choosing the correct words to complement the imagery is critical because it deepens the meaning of the design.
- Choosing the right typeface and arranging it strategically can create visual hierarchy and balance in a design.
- Typography is the design and arrangement of text to communicate a message or concept.
TASK
For this task, we were asked to select and briefly describe one goal from the United Nations Sustainable Development Goals (SDGs). Then, choose an existing art or design piece that aligns with the desired purpose and include the credit line for the art/design work below the image, including the title, artist's name, year, size, medium, and source link.
In 100-150 words, explain the reasons of choosing the design that are in relation to the UNSDG aim and the design principles we observed.
3. Selected UNSDG Goal
The UNSDG Goal that I have selected is goal no 16. Peace, Justice & Strong Institutions.
Description : Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all level.
The 16th goal on the UNSDG website discusses peace, justice, and strong institutions, which is the single goal for all nations to promote peaceful and inclusive societies for sustainable development, make justice accessible to all citizens in order to combat societal inequality, and build effective, accountable, and inclusive organisations for people to work and connect with one another.
I assumed this was one of the essential goals that the world needed to achieve jointly to ensure a brighter future for ourselves and future generations. Nowadays, there is a lot of continuing war all throughout the country. Whether it's political warfare, civil war, or modern-day social media war, conflict between governments and society creates turmoil in our daily lives, causing physical injury (economy, property, etc.) or mental disruption (worry, mental discomfort, panic, etc.), or worse, both.
4. Selected Design
Artist Name: Pablo Picasso
Year: 1962
Medium: Colour Lithograph
5. Explanation for selecting the work of art/ design
This magnificent work of art contains visual components of the Dove symbol and the Sun, which are the piece's major focus. Pablo Picasso created the first ever "dove" symbol for the first International Peace Conference in Paris in 1949. The dove he created, a lovely yet inconspicuous bird, are to represent something as hopeful and important as world peace was deliberate, and animal evokes images of freedom and limitless potential. Therefore, it is linked to my selected goal, goal 16, which is Peace, Justice & Strong Institutions.
This painting also displays a simple but powerful portrayal of a dove, as dove is a universal symbol of peace. The imagery's simplicity hides its profound message, communicating hope, optimism, and a wish for peace among the turbulent years of the twentieth century, defined by conflicts and wars. Picasso's use of the dove in his artwork became famous, representing his strong support for peace and his belief in art's ability to create positive change in the world.
(164 words)
Design Principle observed in the design :
- Contrast ( the use of colour and white space)
- Symbolism (the "dove")
- Emphasis (the sun)
- Movement / motion (the wing)
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