Design Principles/Task 1: Exploration
Bachelor of Design(Honours)in Creative Media
Wang Shengxiao 0369380
13 Feb 2024 (week1-week3)
- The human brain is wired to see patterns, logic, structure.
- “Gestalt”refers to“shape" or“form" in German.
- Gestalt principles or laws are rules that describe how the human eye perceives visual elements.
- These principles aim to show how complex scenes can be reduced to more simple shapes.
- They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.
- 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 seems to craft a link between elements of a similar nature.
- 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.
- 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.
- The process of ensuring related design elements are placed together. Any 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 organise or give structure to a layout.
- 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).
- This law states that elements that are symmetrical to each other tend to be perceived as a unified group. Similar to the law of similarity, this rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other.
- Contrast is the juxtaposition of strongly dissimilar elements.
- Without contrast, visual experience would be monotonous.
- Contrast can provide visual interest, emphasise a point and express content.
- 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 central point results in radial balance.
- Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
- 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 variety, although it can be more difficult to achieve because the relationships between elements are more complex.
LECTURE 3
- Repetition could make a work of design seem active.
- The repetition of elements of design creates rhythm and pattern within the work.
- Variety* is essential to keep rhythms exciting and active, and to avoid monotony.
- Pattern increases visual excitement by enriching surface interest.
- The way a design leads the eye in, around, and through a composition - the path the eye follows.
- Motion or movement in a visual image occurs when objects seem to be moving in a visual image.
- Movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used.
LECTURE 4
- Harmony involves the selection of elements that share a common trait.
- Harmony becomes monotony without variety.
- Harmony is the sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.
- Unity refers to the repetition of particular elements throughout your design - whether they're colors, shapes or materials - to pull the look together.
- Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme.
- Although unity and harmony may sound similar, they each play distinct roles in the way we experience design.
LECTURE 5
- A sign, shape, or object that is used to represent something else (Cambridge Dictionary,2020).
- In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story (Eco, 1976 & Pettersson, 2015).
- Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing.
- Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.
- Typography is the design and arrangement of text to convey a message or concept.
UN(the United Nations) resolution on water💧💧💧💧💧
the No.14 goal
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Life below water
DESCRIPTION
Water and sanitation are at the core of sustainable development, and the range of services they provide underpin poverty reduction, economic growth and environmental sustainability. However, in recent decades overexploitation, pollution, and climate change have led to severe water stress in locales across the world.
Today, 2.2 billion people lack access to safely managed drinking water, and more than 4.2 billion people lack safely managed sanitation. Climate change is exacerbating the situation, with increasing disasters such as floods and droughts. 80 per cent of wastewater in the world flows back into the ecosystem without being treated or reused, and 70 per cent of the world’s natural wetland extent has been lost, including a significant loss of freshwater species.
BACKGROUND
Source: 월간참여사회 2018년 11월 통권 2018-11-01
- Gestalt theory：
- Principle of continuation延续性原则
- Principle of closure闭合原则
- Principle of proximity接近性原则
- Principle of figure/ground图形/背景原则
- Asymmetrical balance
- Unity
- Symbol
The main theme of the author's work is the environmental pollution caused by garbage. However, when designing the work, he chooses the color of the ocean as the background color and uses white for contrast and emphasis, and fish and dinner plates as the main materials. So I think this work is more in line with the 14th goal of the United Nations, which is about the theme of Marine pollution.
Feedback:
Week2: General feedback:
It requires us to find the corresponding picture through the understanding of Gestalt theory, and indicate the source of the picture.
Specific feedback:
Since the poster design selected in the first analysis was not comprehensive enough, at least three design principles should conform to Gestalt theory, so I changed the poster design under the teacher's suggestion, and had a more careful understanding of Gestalt theory, and then analyzed and understood it again.
Week3: General feedback:
You need to add pictures in the same style, and attach a link to the source website, marking the serial number of the picture and the original author.
Specific feedback:
Highlight the theme, study the work and list the corresponding design principles, indicating the author and the publishing platform.
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