Design Principles | Task 1: Exploration
Design Principles | Task 1: Exploration
3/2/25 - 17/2/25 (Week 1 - Week 3)
Hu Yao Ping | 0376768
Bachelor of Design (Honours) in Creative Media | Taylor's University
Design Principles
Task 1: Exploration (20%)
[Tables of Content]
[Lectures]
Visual Communication
- Utilising design to convey purposeful message
- Must be well thought-out and executed
- Learning and applying elements and principles of design
Elements of Design
1.Point/Dot
The simplest element of design
When used as a repetitive mark, it forms a line
As it moves in space, 2D and 3D forms are created
2.Line
Lines can be active/static, aggressive/passive, and
sensual/mechanical
Can indicate directions, define boundaries of shapes
and spaces, imply volumes or solid masses, and suggest
motion and emotions
Can be grouped to depict quantities of light and shadow
and to create patterns and textures
3.Shape
The expanse within the outline of a 2D area or within the 3D
object
Is visible when lines enclose an area, or when a change in value,
color, or texture sets an area apart from the surroundings
2 categories: geometric and organicGeometric: Precise and regular
- circles, squares, triangles
Organic: Irregular, often curving/rounded, relaxed and informal
4.Form
A 3D area
When form encloses space, it is called volume
A major element in sculpture and architecture
In 2D media, form must be implied (through shading, perspective,
light, and shadows)
5.Texture
Tactile qualities of surfaces or the visual representation of
those qualities
All surfaces have textures that are experienced by touch or
through visual suggestion
2 categories: actual (touch) and simulated (implied/visual)
6.Space
The indefinable, general receptacle of all things
In drawings, prints, photos, and paintings, we can see the space
of the surface all at once
Each picture's surface is defined by its edges
Within these limited boundaries, an infinite number of spatial
qualities can be implied
3D space is experienced when we are in it, starting with our own
positions in relation to other people, objects, surfaces, and
voids at distances
From the outside we experience mass, from the inside we experience
volume
In graphic design, space is the area that a shape or form occupies
Can be positive (filled) or negative (empty)
An illusion of a 3D space can be created through depth
Can be achieved through overlapped images, variation in size,
placement, and perspective
7.Color
The visual byproduct of the spectrum of light as it is
transmitted through a transparent medium, or absorbed and
reflected off a surface
Light wavelengths that the human eye receives and processes
from a reflected source
Hue: Colors of the spectrum - yellow and green
Value: The lightness or darkness from white through greys to
blackTint: Pure hue + white
Tone: Pure hue + grey
Shade: Pure hue + black
Intensity/Saturation/Chroma: The purity of a hueA pure hue is
the most intense form of a given color (highest
saturation/brightest form)
When pigment (black, white, grey) of another hue is added to a
pure hue, the intensity diminishes and dulls
Color Schemes: Color groupings that provide color harmonies
Monochromatic: Based on variations in the value and intensity of
a single hue
Analogous: Based on colors adjacent to one another on the color
wheel, each containing the same hue
Complementary: Emphasizes 2 hues directly opposite each other
on the color wheel
LECTURES 1:CONTRAST&GESTALT THEORY
[Contrast]
Juxtaposition of strongly dissimilar elements
Provide visual interest ,emphasise a point and express.
[Gestalt theory]
Refers to "shape"or "form" in German.
Rules that describe how the people 's eye perceives visual
elements.
Help to reduce the complex scenes to simple shapes.
Explain how the eyes perceive the shapes as a single, united from
rather than the single simpler items involved.
Principle of similarity
Perceive complete picture, group, shape......
Craft a link of similar nuture.
Principle of continuation
Follow the design to see a continuous flow.
Principle of closure
Human eye prefer to see complete shapes
We can perceive a complete shape by filling in missing visual
information.
Principle of proximity
The process of ensuring related design elements are placed
together.
Principle of figure/ground
Object are instinctively perceived as being either in the
foreground or the background.
Principle of symmetry&order
The law states that elements that are symmetry to each other tend
to be perceived as a unified group.
LECTURE 2 :BALANCE&EMPHASIS
[Blance]
Refer to the distribution of visual weight in a work of design.
It is the visual equilibrium of the elements that causes the total
image to appear balanced.
Can be symmetrical or asymmetrical.
Symmetrical of balance
Has equal"weight" on equal sides of a centrally placed fulcrum.
The equal arrangement of elements on either side of the central
axis (horizontal or vertical) resulting in bilateral balance.
Arranging elements equally around a center point results in radial
balance.
Approximate symmetry is when equivalent but not identical forms
are arranged around the fulcrum line.
Asymmetrical of balance
Unequal visual weight on each side of the composition.
One side of the composition might contain a dominant element,
which could be balanced by a couple or more lesser focal points on
the other side.
More dynamic and interesting.It evokes feelings of modernism,
movement, energy ,and vitality.
Asymmetrical balance offers more visual, although it can be more
difficult to achieve because the relationships between elements
are more complex.
The golden ratio
Known as phi, is a mathematical concept
Representative of perfect beauty or is uniquely found throughout
nature.
In the past, as a guide to create visual balance.
For designers, illustrators or digital artists, the Golden ratio
can be used to bring harmony, balance and structure to one's
work.It can also increase the appeal of a design work.
Rule of thirds
It is composition guideline to create more dynamism to a work of
design/photography/film/paintings.
An image is divided evenly into thirds, both horizontally and
vertically, and the subject of the image is placed at the
intersection of those dividing lines, or along one of the lines
itself.
[EMPHASIS]
Create dominance and focus in a design work in the past
Various elements can be used to create emphasis, such as color,
shapes or value, to achieve dominance.
LECTURE 3 :REPETITION&MOVEMENT
[Repetition]
Make design seem active.
It creates rhythm and pattern
Pattern increases visual excitement by enriching surface interest.
[Movement]
in around, and through a composition
Motion or movement in a visual image occurs when objects seem to
be moving in a visual image.
Comes from the kinds of shapes, forms ,lines, and curves.
[Hierarchy]
Choreography of content in a composition.
Directs viewers to the most important information first.
[Alignment]
Edges line up along common rows/columns/center.
A sense of unity and cohesion and perceived stability.
Leading a person though a design.
LECTURE 4 : HARMONY&UNITY
[Harmony]
Harmony involves the selection of elements that share a common
trait.
Become monotony without variety
The sense that all of the elements of your design fit to together.
[Unity]
Repetition of Particular elements.
A sense of oneness.
LECTURE 5 : SYMBOL&WORD&IMAGE
[Symbol]
A sign ,shape/object that used to represent.
Provide or convey information.
[Pictorial symbols]
Image-related and simplified pictures.
[Abstract symbols]
Abstract symbols can look like the objects that they represent but
have less details.
[Arbitrary symbols]
No resemblance
Have to learn
[Word and Image]
Imagery is a vital part of design.
Suitable and relevant.
Typography is the design and arrangement of text to convey a
message of concept.
LECTURE 6 :VISUAL ANALYSIS
[Visual Analysis]
It is a critical part of visual literacy
A skill that helps people read and critically interpret images.
[PHASE 1 : Observation]
Observation means closely looking at and identifying the visual
elements of a design.
About looking ,thinking and finding good language.
For visual elements.
[PHASE 2 :Analysis]
Requiring you to think about your observations and try to make
statements about the work .
Combine to create design principles that complete that work of
design/art.
[PHASE 3 : INTERPRETATION
In this final phase, your observations, description, and
analysis of the work are fused with facts about the design
work (and in some cases the designer) and historical context that
you find in trustworthy published sources.
[Instructions]
[Process Work]
Description 1 week (Week 2 - Week 3)
For our first task, we were required to describe each of
the design principles listed and select suitable design examples
to demonstrate our understanding.
Gestalt Theory
1.Gestalt theory emphasizes the integrity of visual perception,
that is, "the whole is greater than the sum of its parts." Our
eyes automatically combine scattered elements into a whole that is
meaningful to humans.
Translation: The IBM logo is composed of lines, but the horizontal
word "IBM" can still be recognized. This is the application of the
"Closure Principle", that is, the brain automatically fills in the
missing parts to make the graphic complete.
Source：IBM Logo Paul Rand
2.Gestalt theory emphasizes that the whole is greater than the sum of
its parts. It believes that when people perceive things, they tend to
see them as an organized whole rather than scattered parts. For
example, in many logo designs, designers use Gestalt theory to create
concise and expressive images. Take the Mercedes-Benz logo as an
example. It consists of three arrows pointing in different directions
to form a circle. Each arrow may be just a simple graphic when viewed
alone, but when combined together, people will immediately see it as a
whole and can easily recognize that it is the Mercedes-Benz brand
logo. This is because the principles of proximity and similarity in
Gestalt theory are at work. These arrows are arranged and combined in
a specific way, allowing people's visual system to automatically
integrate them into a meaningful whole.
Source: Mercedes-Benz official brand information.
Contrast
Contrast refers to the use of different elements such as
color, size, and shape in a design to create visual focus,
improve readability, and enhance hierarchy.
Example: Nike ads often use a black and white background with
a bright brand logo (Swoosh) to create a strong contrast and
focus the audience's attention on the brand.
Source: Nike Official Campaign
Emphasis
Emphasis refers to highlighting an element or area in a design to
make it the visual focus. This can be achieved in many ways, such
as changing the size, color, position, etc.
Translation: For example, in
book cover design, the title of the book is often an element that
needs to be emphasized. Designers may highlight the title of the
book in a larger font, a unique color, or by placing it in the
center of the cover. For example, on the cover of a novel, the
title of the book is in eye-catching red letters, while the
author's name and other decorative elements are in smaller fonts
and relatively soft colors, so that the reader's attention will be
attracted to the title first. Source: Related Book Cover Design
Case Library.
Source: Related Book Cover Design Case Library.
Balance
Balance refers to the visual distribution of design elements, which gives people a sense of stability and harmony. There are two types of balance: symmetrical balance and asymmetrical balance. Symmetrical balance means that the design elements are symmetrical about the central axis, and the two sides are exactly the same.
Translation: For example, the facade design of many classical buildings,
the columns, doors and windows on the left and right sides are
completely symmetrical, giving people a sense of solemnity and
stability. Asymmetrical balance is to cleverly arrange the size,
quantity, position, etc. of different elements so that the picture
can still maintain visual balance in the case of asymmetry. For
example, in a modern painting, there is a larger dark figure on
the left side of the picture, and several smaller light-colored
figures on the right side. Through reasonable layout, the overall
picture still looks harmonious and stable. Source: Architectural
design materials and painting art research.
Source: Architectural design materials and
painting art research.
Repetition
Repetition refers to the repeated use of certain elements in
the design, such as color, shape or font, to create
consistency and rhythm.
Example: Google's Material Design uses consistent button
styles, colors, and tones to unify the entire interface style
and enhance the user experience.
Source: Google Material Design
Movement
Movement refers to guiding the audience's eyes to move along
a specific path in the design to enhance fluidity.
Translation: Movie posters often use diagonal composition
(such as the "Star Wars" series posters) to guide the
audience's eyes from the protagonist to the title, and then to
the supporting role, forming a dynamic visual path.
Source: "Star Wars" posters, Drew Struzan
Harmony & Unity
Harmony and unity refer to the coordination of design
elements to make the entire work coherent and
distinctive.
Translation: Instagram's UI design uses consistent colors,
fonts, and icon styles to make the interface harmonious and
easy to recognize.
Source: Instagram Design System
Symbol
Symbols refer to the use of simple graphics or icons to
express complex concepts, enhance recognition and information
transmission efficiency.
Translation: The five-ring logo of the Olympic Games
symbolizes the unity of the five continents, simple and rich
in symbolic meaning.
Source: Olympic official website
Word and Image
The combination of words and images can enhance the transmission
effect of information and create a stronger visual impact.
Translation: In the past, advertisements usually used the brand's
iconic "M" graphics and concise slogans, such as "I'm Lovin' It",
to enhance brand awareness.
Source: McDonald's advertisement
Description 2 week (Week 2 - Week 3)
For our second task exercise, you need to choose an art or design
work of interest and upload a high-quality image of it, with the
title, author, year, size, medium, and source noted. In a
150-200-word blog, explain why you chose the work and list the
design principles you observed. Finally, integrate the instructor's
feedback and improve the blog content.
Credit Line：
• Title: Deep
Sea (《深海》) – Official Movie Poster
• Artist/Designer: Tian Xiao Peng (田晓鹏)
• Year:
2023
• Size: Standard movie poster size (27 × 40 inches)
• Medium: Digital illustration and 3D animation
• Source: Deep Sea official promotional material
Reason：
I chose this poster from the animated film Deep Sea because of its
stunning visual composition and emotional depth. The artwork
seamlessly blends surrealism with traditional Chinese aesthetics,
creating a dreamlike atmosphere. The use of swirling waves and
vibrant colors gives a sense of movement, immersing the viewer in
the fantastical underwater world depicted in the film.
The image also tells a powerful story—featuring a young girl
enveloped in waves that resemble a blanket, symbolizing both
comfort and uncertainty. This duality resonates with the film’s
themes of self-discovery and emotional healing. The intricate
details and expressive brushstrokes evoke a sense of wonder,
making this an outstanding piece of contemporary animation design.
Design Principles Observed：
1. Contrast – The bright blues of the ocean contrast sharply with
the warm sand tones, making the central figure stand out.
2. Emphasis – The girl’s sleeping figure is the focal point, guiding
the viewer’s attention.
3. Movement – The swirling water creates a sense of dynamic motion,
drawing the eye across the composition.
4. Harmony & Unity – The elements of waves, sea creatures, and
typography are seamlessly integrated, creating a cohesive visual
experience.
5. Gestalt Theory (Closure Principle) – The waves are shaped like a
blanket, encouraging the viewer’s mind to interpret the ocean as
both water and bedding, enhancing the symbolic meaning. This artwork is a prime example of how design principles can be
used to evoke strong emotions and tell a compelling visual story.
[Feedback]
Week 1 (3/2/25)
General Feedback:
Review the introduction to the module and Task 1, then start
researching each design principle and explaining it while
providing appropriate images. Finally, choose a piece of art or
design to describe in further detail.
Specific Feedback:
Requires completion of 1-4 of Task 1
Week 2 (10/2/25)
General Feedback:
This work allowed me to study in depth the design principles
such as Gestalt theory, contrast, emphasis, balance, repetition,
movement, harmony and unity, symbols, text and images, and
analyze how to apply these principles in design works through
actual cases.
Specific Feedback:
After I showed it to the sir, he said I needed to keep it aligned
to the left, enlarge the title so it would be more obvious, and
change some pictures that were more suitable for the theme.
Week 3 (17/2/25)
General Feedback:
This assignment allowed me to learn to observe the details of the
design, understand the deeper meaning of a work, and thus improve
my own work.
Specific Feedback:
The feedback from the general manager of task 1 is good. I will
try my best to correct some details to make the work more
perfect.
[Reflection]
Experience
In the process of completing this assignment, I delved into
design principles and understood their practical applications by
observing different art/design works. I chose a design work that
attracted my interest and analyzed the design principles
involved, such as contrast, balance, and movement. The process
of blogging gave me the opportunity to organize my thoughts and
express them in a clear way. In addition, the process of
discussing with the lecturer and getting feedback also helped me
discover some details that I had previously overlooked, such as
how to organize my analysis more logically.
When looking for suitable design works, I encountered some
challenges, such as how to ensure that the works can effectively
demonstrate multiple design principles while avoiding overly
complex or vague examples. I also found that when explaining
certain abstract design principles, I needed to use concrete
visual elements to support the arguments, which put certain
demands on my analytical skills.
Observation
While studying and analyzing different design works, I noticed:
1. The interaction between different design principles - Many
works do not just use a single principle, but combine multiple
design principles to enhance the visual effect. For example, a
poster may use contrast, balance and emphasis at the same time
to guide the viewer's attention.
2. The importance of color and contrast - In many works, color
contrast plays a key role, such as light and dark contrast, cold
and warm contrast, etc., which can affect the viewer's emotions
and focus.
3. The visual guidance of repetition and rhythm - repetitive
elements can create a sense of rhythm, making the work more
holistic and coherent, especially in graphic design and
architectural design.
4. The application of design principles in different media -
Whether it is graphic design, digital art or traditional
painting, the application of design principles is different. For
example, in digital design, the contrast of fonts and typography
is crucial, while in painting, light and shadow and composition
play a greater role.
Findings
Through this assignment, I gained some new understandings and
inspirations:
1. Design principles do not exist in isolation - they are often
intertwined, and a successful design is usually the result of
multiple principles working together.
2. It is very important to choose the right visual examples -
when analyzing design works, choosing works that can clearly
reflect a certain design principle is more conducive to
understanding and expression.
3. Design principles are not only applicable to artistic
creation, but also to daily life - from advertising to
architecture, from web design to fashion matching, we can see
the application of these principles in various fields.
4. Feedback is helpful to improve understanding - the
instructor's feedback made me realize that when expressing
design concepts, I need to be clearer and more specific, and use
visual examples to support my views.
Through this assignment, I not only deepened my understanding of
design principles, but also improved my ability in analysis and
expression, laying a more solid foundation for future design
learning.
[Further Readings]
Book Summary
Malcolm Barnard explores how graphic design is a form of visual
communication in Graphic Design as Communication, and involves its
social, cultural and theoretical background. This book not only
focuses on the aesthetic aspects of design, but also discusses its
functions, meanings and influences. The author analyzes graphic
design from the perspectives of philosophy, sociology and
communication to help readers understand the nature of design and
how it conveys information, shapes ideas and influences
society.
Main Content
1. Definition and Function of Graphic Design
• Design is not just decoration, but a means of
communication.
• How graphic design is used to convey information, shape brands,
express ideology, etc.
2. Graphic Design and Semiotics
• Introduces the semiotic theories of Ferdinand de Saussure and
Charles Peirce.
• Discusses how images, texts and symbols constitute meaning and
influence the audience's interpretation.
3. Design and Ideology
• Graphic design is not only a business tool, but also a part of
political, cultural and social ideology.
• For example, how advertising design shapes consumer culture,
and how political posters influence public opinion.
4. Design and Society
• Explore the relationship between design and social issues such
as identity, gender, and race.
• How design shapes cultural identity, for example, how the
design styles of different countries reflect their social
values.
5. History and Development of Design
• Introduces the evolution of graphic design, from traditional
typography to modern digital design.
• Focuses on the influence of design schools such as Modernism
and Postmodernism.
6. Design Ethics and Criticism
• The responsibility of designers in information
dissemination.
• Explores ethical issues in design, such as false advertising,
visual manipulation, and misleading information.
Suitable for readers
• Graphic designers, design students
• Researchers in the fields of communication, cultural studies,
and semiotics
• People interested in the theory behind design and its social
impact
Summary
This book explores the communication function of graphic design
from a theoretical level, emphasizing that design is not only
visual aesthetics, but also a medium for social and cultural
communication. Barnard combines theories such as semiotics,
sociology, and communication to help readers understand how design
constructs meaning, influences audiences, and plays a role in
culture and politics. This book is very valuable for readers who
want to gain a deeper understanding of the theories and influences
behind graphic design.
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