DESIGN PRINCIPLES - TASK 1: EXPLORATION
9/2/26 - 1/3/26 (Week 2 - Week 4)
Nicole Ng Ying Yan 0382412
GCD60804 Design Principles
Task 1: Exploration
TABLE OF CONTENT
1.0 INSTRUCTIONS
Summarisation of tasks:
- Describe each design principle listed and provide an example that is suitable respectively.
- Select a design work, explain why it was chosen, and list the design principles observed.
2.0 LECTURES
LECTURE 0: Introduction to Elements & Principles of Design
<Elements of Design>
1. Point
- The simplest element of design, used as repetitive mark forms a line.
2. Line
- Can be active or static, aggressive or passive, sensual or mechanical.
- Can direct the eye, add emphasis or create mood depending on its form - straight, jagged, or smooth.
3. Shape
- A flat, enclosed area that has 2 dimensions, length, and width. Geometric, natural, and abstract to illustrate.
4. Form
- Utilising 3D shapes to define space within or around an image.
5. Texture
- Refers to tactile qualities that add mood or response to an object by implying its feel. They can be actual and simulated or implied.
6. Space
- The area within or around the objects and can be utilised to create images or balance objects.
7. Colour
- Hue, value, intensity, colour schemes, monochromatic, analogues, complementary
- Add emphasis, visual variety, and also has psychological influence.
<Principles of Design>
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LECTURE 1: Contrast & Gestalt Theory
Contrast
- The juxtaposition of different elements of design.
- Uses differences to create interest and focus.
Gestalt Theory
- The gestalt theory determines how people naturally perceive visual elements such as patterns, logic, and structure. It shows how complex shapes can be broken down into simpler shapes.
a. Principle of Similarity
- Elements with shared visual characteristics are naturally grouped together.
b. Principle of Continuation
- When elements are aligned on a line or a curve, we perceive them as related rather that separated elements.
c. Principle of Closure
- The mind tends to fill in missing parts of a visual image to perceive a complete, whole object.
d. Principle of Proximity
- Elements close together are perceived as a group. Non-related elements should be spaced apart.
e. Principle of Figure/Ground
- Refers to how we separate an image into figure (foreground) and ground (background), which can change how we interpret it.
f. Principle of Symmetry & Order
- People tend to see visual elements as grouped when they are arranged symmetrically. The natural world is filled with symmetry (or near symmetry), and our brains tend to favour symmetrical forms.
LECTURE 2: Balance & Emphasis
Balance
- Refers to distribution of visual weight in a work of design.
- Not only sameness on both sides but balanced in composition.
- Can be symmetrical (has equal weight on equal sides) or asymmetrical (has unequal visual weight on each side of the composition).
Golden Ratio
- Also known as phi.
- Golden Ratio is a guide for creating visual balance, help to bring harmony, balance, and structure to a work.
Rule of Thirds
- Refers to a composition guideline where an image is divided evenly into thirds (both horizontally and vertically). The subject of the image is then placed at the intersections of these dividing lines/ along the lines themselves.
Emphasis
- Used to create dominance and focus in a design work.
- Various elements can be used to create emphasis, including colour, shapes, and value.
LECTURE 3: Repetition & Movement
Repetition
- Involves repeating elements like colours, shapes, or fonts to create a sense of unity, rhythm, and consistency.
- Makes a design more visually active, reducing the monotony atmosphere.
Movement
- Controlling the elements in a composition so that the eye is led to move from one to the next and the information is properly communicated to your audience.
- Movement creates the story or the narrative of your work. It can be achieved through line direction, visual cues, and the arrangement of elements.
Hierarchy
- Hierarchy coordinates the content of the design through arrangement to convey information and express meaning.
- It guides the reader to focus on the most important information first, then only moving to the secondary content in order.
Alignment
- Alignment is arranged by arranging the elements of the design in the same row, column or along a common center. E.g. justified left/ right, centered.
- This makes the design cohesive and have a sense of unity. It is a powerful way to guide the reader's eye through the entire design.
LECTURE 4: Harmony & Unity
Harmony
- Refers to the selection of elements in a design that share common characteristics to give the whole a coherent and unified look.
- These elements may be similar in theme, style or atmosphere. However, if all the elements are too similar with no variation, the design will look monotonous and boring.
Unity
- The repetition of colours or shapes in a picture to make the overall design look more uniform. When these elements are put together in a logical way to achieve a sense of balance, the design appears unified and emphasises the theme.
Scale & Proportion
- Scale: Refers to the size of an object relative to other objects.
- Proportion: Refers to the relationship between the parts of an object, such as size, color, and quantity.
LECTURE 5: Symbol, Word & Image
Symbol
- Symbols are signs, shapes or objects that are used to represent or convey a message.
- Types of symbols:
- Visuals
- Graphic symbols
- Pictorial symbols
- Abstract symbols
- Arbitrary symbols
Word & Image
- Emphasises the importance of using the right image and typeface that align with the concept or brand.
- Pairing the right word with the relatable image is crucial, as it enhances the meaning of the design.
- Choosing a suitable typeface and strategically positioning it creates visual hierarchy and balance.
3.0 TASK 1—EXPLORATION
1. Gestalt Theory
Gestalt Theory consists of principles that describes how the human eye perceive and group visual elements, such as patterns and simplifying complex images.
In this poster, the principles of closure from the gestalt theory is used. The poster uses the background, red, and white colour shapes to create the image of women and our brains are wired to mentally fill in the empty spaces to see the women's faces.
2. Contrast
Contrast highlights the differences between elements in a design. It creates visual interest and helps draw attention to key areas, making certain parts of the design stand out more clearly
In this poster, there is a huge colour contrast between the neon green shape in the middle and the text surrounding it. The neon green shape stands out and grabs our attention first when we see the image, then our eyes only start to scan the text information based on visual hierarchy.
3. Emphasis
Emphasis is about making one part of the design stand out as the most important. It ensures the viewer’s attention is directed where you want it to go.
In this image, there are emphasis in colour to create a main focal point, which is the woman figure in blue amongst the others in dark colours. By doing so, it tells the viewers that the woman figure is different from others. The use of the distinctive blue silhouette against the dark, textured mass immediately captures attention, symbolising the individual's journey to differentiate themselves from the crowd and become a visible leader and change-maker.
Fig 3.2 Emphasis
4. Balance
Balance ensures the design feels stable and visually pleasing. It can be symmetrical, where both sides mirror each other, or asymmetrical, where different elements still feel balanced through clever placement.
In this poster, there is symmetrical balance as both the top and bottom of the design has the same weight of elements, making the whole composition balanced. In symmetrical balance, the object on one side is mirrored to another side to resemblance to one another. Symmetrical balance is achieved when both sides of an artwork carry the same visual weight, giving the impression of stability in a visual sense.
Fig 3.3 Balance
5. Repetition
Repetition means reusing elements like colors, patterns, or shapes to create a sense of consistency. It ties everything together, making the design feel intentional and organised. However, if everything looks exactly the same, it can become boring.
There are repeated visual elements of red circles and graphic images overlapping each other in this image. Besides that, a variety of graphic images were used repeatedly to keep the rhythm interesting and engaging.
6. Movement
Movement refers to how the viewer’s eye is guided through the design. Designers use lines, shapes, or even the arrangement of elements to create a flow that leads the viewer from one part of the design to another, almost like a visual path
Movement is demonstrated in this poster by guiding the viewers' eyes from top to bottom, as if the letters are dropping down and organised into different sections. As this poster is trying to raise awareness for trash recycling, it is a clever and effective use of design principles to display the actions that we humans can do to separate trash into the right recycling bins.
7. Harmony & Unity
Harmony and unity come from the elements in a design working together in a way that feels cohesive. When everything fits, it creates a sense of completeness that’s pleasing to the eye, with no element feeling out of place.
In this image, the typography and the human figures works well together to create a pleasing and balanced look. The poster uses a grid system to strategically place the text while also creating depth by placing some human figures over the heading, pulling the whole design together as one.
8. Symbol
A symbol is a sign, shape or object that is used to represent something else or convey information. Symbols communicate quickly and effectively.
In this image, the 3 lines stacked together displays a hamburger dropdown menu, commonly used in UI/UX designs. It is an important visual element when designing websites and mobile apps. By just putting 3 simple lines together, this symbol indicates that there are more subpages in the website/app.
Fig 3.7 Symbol
9. Word & Image
This principle focuses how text and visuals work together to create meaning and impact. Combining text with visuals creates a stronger impact than either would alone. Words provide clarity, while images add context or emotional resonance. Together, they tell a more complete story and make the message clearer and more engaging.
In this design, there are multiple mics "interviewing" the tomato, as if they are waiting for it to speak. If there were no text displayed, the design might be confusing. But with the text included, we can tell this design pays homage to the song, "Linger" by The Cranberries and used a lyric from the song. And the word "asked" cleared indicated the intention of adding the mics into the design.
4.0 SELECTED ARTWORK & EXPLANATION
Fig 4.0 Selected Artwork
Title: Useful Idiot
Artist / Designer: Michael Belias
Year: 2019
Size: 1080 x 1512 pixels
Medium: Digital Media
Design principles observed:
- Word & Image
- White space
- Asymmetrical balance
- Alignment
- Emphasis
- Rule of Thirds
Why I selected this artwork
This artwork is from a weekly poster series interpreting Tool's songs through typography and minimalist design. This specific poster represents "Useful Idiot," a transitional track from the album Ænima (1996). I selected this artwork because it is a great example of minimalism and its approach offers exceptional design flexibility and clarity. I like how simple it is, yet it does not feel empty. It's intentional restraint that makes the design adaptable and can be open to different contexts and interpretations.
What particularly draws me to this artwork is its straightforward visual language. The design doesn't rely on subjective interpretation or complex metaphors; instead, it communicates directly and efficiently. Despite its minimalism, the artwork commands attention through strategic use of negative space, balanced proportions, and focused visual hierarchy. The restrained aesthetic creates breathing room that makes the essential elements more prominent. This design philosophy aligns perfectly with the listed design principles: remove unnecessary complexity, prioritise function, and let content speak clearly. The minimalist approach provides structure without constraint, allowing my intervention to evolve while maintaining coherent, accessible communication.
5.0 FEEDBACK
Week 4:
Images for emphasis and harmony & unity examples are too abstract, suggested to change to artworks that implemented the principles. Can proceed with selected image, and explain why and what principles were used in the artwork.
Week 3:
CNY Holiday.
Week 2:
All good, continue updating e-portfolio.
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