Design Principle / Week 1

on
24.8.2021 // Week 1
Yong Li Qing Vernice / 0352288
Bachelor of Design (Hons) in Creative Media
Design Principle
Lecture 1

EXERCISE LINK

LECTURE

Week 1 - 1.1 Elements Of Design

Visual communication is about utilising design to convey purposeful messages to a target audience. As such, the design must be well thought out and executed. To achieve effective communication through design, it is important to learn about and apply the elements and principles of design.

Fig.1.1_ Elements Of Design_(Week 1- Lecture notes)

The Elements of Design are the "Building Blocks" used by designs to create design while the Principles of Design are the organisational fundamentals that resulted from or guides the arrangement of the elements.

Fig.1.1_ Elements Of Design
  • Point 
    - The smallest and most basic element of design
    - It can be used alone or as a unit in a group to form a line or a shape. [Fig 1_ Point ]

    Fig 1_ Point (by Bokasana on Dreamstime)

  • Line
    -     Placing many points one next to other will form a line
    - Which can have length and direction, but no depth. [Fig 2_ Line ]
    -  It also is grouped to depict qualities of light and shadow and to form patterns and textures.

    Fig 2_ Line (by Matthew Custar)

  • Shape
    - Shape is an element defined by its perimeter, a closed contour.
    - It is contained within the implied line and has had two dimensions: height and width.
    - Two general categories of shapes are geometric & organic. 
      - Geometric: circles, squares, triangles, etc. tend to be precise and regular. [Fig 3_ Shape (Left: Geometric)]
      - Organic: irregular, often curving or rounded, & seem relaxed & more informal than geometric shapes. [Fig 3_ Shape (Right: Organic)]
    Fig 3_ Shape (Left: Geometric, Right: Organic)(by the Art of Education University)

  • Form
    - The Form is derived from the combination of point, line and shape.
    - A form describes volume, the 3D aspect of an object that takes up space and can be viewed from any angle (a cube, a sphere, etc.), it has width, height and depth. [Fig 4. 1_ Form]
    - The form is often a major element in sculpture and architecture.
    - With two-dimensional media, such as painting, illustration or drawing, the form must be implied. [Fig 4. 2_ Form]
    Fig 4. 1_ Form (by the Art Education University)

    Fig 4. 2_ Form (Online)

  • Texture
    -     Texture is the surface quality (simulated and/or actual) that can be seen and felt, can be rough or smooth, soft or hard, etc. [Fig 5_ Texture]
    - All surfaces have textures that can be experienced by touching or through visual suggestions.
    - Two categories of texture actual (experienced by touch) & simulated or implied (created to look like the real texture).
    Fig 5_ Texture (Online)

  • Space
    -     Is the area between and around objects, the 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.
    - The actual space of each picture s surface is defined by its edges the two dimensions of height and width. 
    - The illusion of a three-dimension space can be suggested through depth. This can be achieved by overlapping of images, the variation of sizes, placement and perspective.
    -  Space can be defined as positive (filled space) or negative (empty space).

    Fig 6.1_ Space (Online)
    Fig 6.2_ Space (Online)

  • Colour
    - Colour is the visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface.
    - Colour is the light wavelengths that the human eye receives and processes from a reflected source.
    Fig 7.1_Colour (Online)

    - Each of the millions of colours human beings can distinguish is identifiable in terms of just three variables:
    Fig 7.3_Colour (Left: Hue, Middle: Intensity, Right: Value)(Online)

    - Hue: Colours of the spectrum.
     
    - Intensity: Also called saturation or chroma, it refers to the purity of a hue. 
      - A pure hue is the most intense form of a given colour, it is the hue in its highest saturation, in its brightest form.
      - With pigment (black, white or grey) of another hue is added to a pure hue, its intensity diminishes and is dulled.

    - Value: This refers to the lightness or darkness from white through greys to black.
      - Black and white pigments can be important ingredients in changing colour values. 
       
          - White added to a hue produces a tint. 
          - Adding grey to a hue would result in a tone. 
          - Black added to a hue produces a shade of that hue. 

    Fig 7.2_Colour (First: Hues, Second: Tints, Thrid: Tones, Fouth: Shades)(Online)

1.2 Gestalt theory and Contrast
  • Contrast
    - Contrast is the juxtaposition of strongly dissimilar elements.
Fig 1.2_Contrast (by Joe Bowker)
Fig 1.3_Contrast (Online)
  • Gestalt Theory
    -     The human brain is wired to see patterns, logic, structure.
    - Gestalt ” refers to shape ” or form ” in German.

    Fig 8_Gestalt Theory(Online)

    • Similarity
      -       It’s human nature to group things together.
      -       similar elements are visually grouped, regardless of their proximity to each other. 
      - They can be grouped by colour, shape, or size.
       
      Fig 9_Similarity (Online)

    • Continuation
      - The human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.

      Fig 10_Continuation (Online)

    • Closure
      - The human eye prefers to see complete shapes.
      - If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
      Fig 11_Closure (Online)

    • Proximity
      -       The process of ensuring related design elements are placed together.
      - Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organise or give structure to a layout.
      Fig 12_Proximity(Online)

    • Figure / Ground
      -       Objects are instinctively perceived as being either in the foreground or the background.
      -       They either stand out prominently in the front (the figure) or recede into the back (the ground).

      Fig 13_Figure and Ground (Online)

    • Symmetry & Order 
      -       This law states that elements that are symmetrical to each other tend to be perceived as a unified group. 

      Fig 14_Symmetry & Order (Online)
INSTRUCTIONS

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