Rachel Yeo Rong Qing / 0368901
Design Principle
Task 1
CONTENT
LECTURES
- Pre-recorded Lectures
- Design inform us the product or tell us more about the product.
- Visual communication : Utilizing design to convey purposeful message to a target audience
- Well thought-out design and executed design can achieve effective communication.
- Elements of Design (Individual "building block") : Point, Line, Shape, Form, Texture, Space, Color.
- Principles of Design (Organizational fundamental resulted from or guides the arrangement of elements) : Contrast, Balance, Emphasis, Rule of Third, Repetition / Pattern / Rhythm, Movement, Hierarchy, Alignment, Harmony, Unity, Proportion.
Example of line and pattern
⤷ Point :
- Simplest element of design, used as repetitive mark forms a line. As the point moves in space, other two0 and three-dimensional figures and forms are created.
Lauren Dresbach
https://91designs.blogspot.com/2009/09/point-line-and-plane_28.html
⤷ Line :
- Can be active or static, aggressive or passive, sensual or mechanical.
- Can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
- Can be grouped to depict qualities of light and shadow to form pattern and textures.
Egon Schiele, Sitting Child, 1916.
Example of line
⤷ Shape :
- Refers to the expanse within the outline of 2D area or 3D object.
- Visible when a line or lines enclose and area or when an apparent change in value (lightness / darkness), color or texture sets an area apart from its surrounding.
- Two general category of shapes : geometric, organic.
~ Geometric : Circle, square, triangle, etc. Tend to be precise and regular.
~ Organic : Irregular, often curving or rounded, seem relaxed and more informal than geometric shapes.
https://visualartspdsf.blogspot.com/2012/02/organic-and-geometric-shapes.html
Example of geometric shapes and organic shapes
⤷ Form :
- 2D area is referred to shape, 3D area is called a form.
- When form encloses space, the space is called volume.
- Major element in sculpture and architecture.
- With 2D media, such as painting, illustration or drawing, form must be implied.
https://iblog.dearbornschools.org/kobeissiart/2020/05/18/2d-shape-vs-3d-form/
⤷ Texture :
- In visual communication design, texture refers to the tactile qualities of surfaces or the visual representation of those qualities.
- All surfaces have textures that can be experienced by touching or though visual suggestion.
- 2 categories of texture : actual (experienced by touch), simulated or implied (created to look like the real texture).
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The Sower with Setting Sun by Vincent van Gogh
⤷ Space :
- The indefinable, general receptacle of all things - the seemingly empty space around us.
- In drawing, prints, photographs and paintings, we see the space of the surface all at once.
- Actual space of each picture's surface is defined by its edge - 2D of height and width.
- Within these limited boundaries, an infinite number of spatial qualities can be implied.
- 3D space is experienced when we are in it, beginning with our own position in relation to other people, objects surfaces and voids at various distances from ourselves.
- From outside, we experienced mass, from inside, we experienced volume.
- In graphic design, space or depth refers to the area that a shape or form occupies. Space can be defined as positive (filled space)e or negative(empty space)
- Illusion of a 3D space can be suggested through depth. Can be achieve by overlapping of images, the variation of sizes, placement and perspective.
Moustacheville, Tang Yau Hoong
⤷ Color :
- Visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, as it is absorbed and reflected off a surfaces. Color is the light wavelengths that the human eye receives and processes from a reflected source.
- Each of the millions of colors human being can distinguish is identifiable in terms of just three variables :
~Hue :
color of the spectrum. ex : yellow and green.
~Value :
lightness or darkness from white to black. Black and white pigments can
be important ingredients in changing color values. White added to a hue
produces a tint, add grey become tone, add black become shades of
hue.
~Intensity
: also called saturation or chroma, refers to the purity of a hue. Pure
hue is the most intense form of a given color, it is the hue in its
highest saturation, in its brightest form. Pigment of another hue added
to pure hue will diminishes and dulled the intensity.
- Color groupings that provide distinct color harmonies are called color schemes.
- Monochromatic color schemes are based on variations in the value and intensity of a single hue.
- Analogous color schemes (相邻色) are based on color adjacent to one another on the color wheel, each containing the same pure hue.
Example of hue
Example of tine, tone, shade and intensity
https://www.pinterest.com/pin/855824735426319486/
Example of monochromatic color poster.
* Gestalt Theory and Contrast:
⤷ Contrast :
- Juxtaposition of strongly dissimilar elements. without contrast, visual experience would be monotonous.
- Provide visual interest, emphasize a point and express content.
Contrast In Art, Kate Salih, May 28, 2019
⤷ Gestalt Theory :
- 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.
- aim to show how complex scenes can be reduced to more simple shapes. Aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved.
~Principle of Similarity :
- Human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.
- Brain seems to craft a link between elements of a similar nature.
Example of similarity
~Principle of Continuation :
- Human eye follows the paths, lines and curves of a design and prefers to see a continuous flow of visual elements rather than separate objects.
Woolmark logo
Example of Continuation of lines
~Principle of Closure :
- Human eye prefers to see complete shapes. If the visual elements are not completer, the user can perceive a complete shape by filling in missing visual information.
.jpg)
James George, The Closure Design Principle, May 30, 2014
~Principle of Proximity :
- 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 organize or given structure to a layout.
Example of proximity
~Principle of 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)
Example of Figure / Ground
~Law of Symmetry & Order :
- 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.
.png)
Example of symmetry
~Law of Uniform Connectedness
~Law of Pragnanz
~Law of Common Fate
* Emphasis and Balance:⤷ Balance :
- Refers 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.
- Balance can be symmetrical or asymmetrical.
~Symmetrical balance :
- Has equal "weight" on equal sides of a centrally placed fulcrum.
- 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.
Swan, Rush and Iris, 1875, Walter Crane (1845-1915), V&A Images / Alamy Stock Photo
https://study.com/academy/lesson/symmetrical-balance-in-art-definition-examples.html
Example of symmetrical balance and radial balance
~Asymmetrical 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 variety, although it can be more difficult to achieve because the relationships between elements are more complex.
Vincent van Gogh, Road with Cypress and Star, 1890
~The Golden Ratio :
- Also known as phi, the Golden Ratio (Golden Mean / Golden Section) is a mathematical concept and a number that goes on indefinitely (1.618033988749895...).
- Ratio comes from the Fibonacci sequence, a naturally occurring sequence of number that can be found everywhere, from the number of leaves on a tree to the shape of a seashell.
- Over the centuries, many have perceived the Golden Ratio as the representative of perfect beauty or is uniquely found throughout nature.
- The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.
- For designers, illustrators or digital artists, the Golden Ratio can be used to bring harmony, balance and structure to one's work and increase the appeal of a design work.
https://www.elegantthemes.com/blog/design/the-golden-ratio-the-ultimate-guide-to-understanding-and-using-it
Example of Golden Ratio
~Rule of Third :
- It is a composition guideline to create more dynamism to a work of design / photography / film / painting.
- 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.
Example of rule of third
⤷ Emphasis and dominance :
- Used to create dominance and focus in a design work.
- Various elements can be used to create emphasis, such as color, shapes or value, to achieve dominance.
https://medium.com/@andy.byrne/emphasis-and-focusing-on-specific-words-to-change-our-message-4c1af246afa
Example of emphasis
* Repetition and Movement:
⤷ Repetition Pattern and Rhythm :
- 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 rhythm exciting and active, and to avoid monotony. Variety is about a change or slight difference in elements an objects in composition to avoid a boring composition. Variety can involve varying angles, exposure, composition, etc.
- Pattern increases visual excitement by enriching surface interest.
Example of repetition
⤷ Movement :
- The way a design leads the eye in, around, and through a composition ~ the path the eye follow.
- Motion or movement in a visual image occurs when object seem to be moving in a visual image.
- Movement in a visual image comes from the kinds of shapes, form, lines and curves that are used.
.png)
⤷ Hierarchy :
- Is choreography of content in a composition to communicate information and convey meaning.
- Visual hierarchy directs viewers to the most important information first and identifies navigation through secondary content.
Example of Hierarchy
⤷ Alignment :
- Is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center.
- Creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability.
- Can be a powerful means of leading a person through a design.
https://pixso.net/tips/alignment-in-design/
Example of Alignment
* Harmony and Unity:
⤷ Harmony :- Involved the selection of elements that share a common trait.
- Become monotony without variety.
- Is sense that all of the elements of your design fit together. They may fit the same theme, aesthetic style or mood.
https://kazdoc.wordpress.com/2014/02/10/design-principles-post-15-principles-of-design/
⤷ Unity :
- Refers to the repetition of particular elements throughout your design ~ whether they're colors, shapes or materials ~ to pull the look together.
- 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 experienced design.
⤷ Scale and Proportion :
- Scale and proportion are both design elements that have to do with size.
- Scale is the size of one object in relation to the other objects in a design or artwork.
- Proportion refers to the size of the parts of and object in relationship to other parts of the same object.
- Throughout the centuries, designers have used scale and proportion to depict or distract from the ideal.
~ Scale :
- Refers to the size and dimension of figures and forms relative to a specific unit of measure.
- Can be determined in two ways : Actual measurement and Visual estimates bases on comparison
- Architecture drawings and scale models are examples of the applied use of scale.
- Used to specify or illustrate details based on the relative sizes and object.
- Substantial deviation from a normal scale relationship can create dramatic results and visual interest within the design or composition.
https://www.pinterest.com/pin/404761085233112285/
Example of scale
~ Proportion :
- Proportion in art and design is the relationship of two or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, setting and etc.
- Proportion is said to be harmonious when a correct relationship exists between the elements with respect to size quantity.
- Effective use of proportion in design often results in harmony and unity.
Example of proportion
* Symbol, Image and Word:
⤷ Symbol :
- 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)
- Can be split to two categories :
~ Pictorial Symbols :
- Image related and simplified pictures.
- useful for educational materials as they enable the leaner to see the object of study in an almost real visual form.
Example of Pictorial symbol
~ Abstract Symbols :
- Look like the object that they represent but have less details.
https://blog.designcrowd.com/article/1514/42-beautifully-designed-abstract-logos-of-big-brands
~ Arbitrary Symbols :
- Have no resemblance at all to the objects or the ideas they represent.
- Symbol is invented with the meaning constructed. Many are based on geometric shapes and colors.
- We have to learn Arbitrary symbols.
https://uxdesign.cc/the-iconography-of-american-sign-language-c27290e98055
Example of Arbitrary Symbols
⤷Word and Image :
- Imagery is a vital part of design, be it print or digital. Able to relate to a concept or a brand if the right images are used in a work of design. Therefore, suitable and relevant images is important when designing.
- Choose the right words to pair with the imagery is high important as it would deepen the meaning of the design. Suitable typeface and strategic positioning if the type will result in visual hierarchy and balance in a work of design.
Typographic design: Form and communication (2015)
Example of Word and Image
2. Class Summary
-
Week 1 :
Briefing about the modules, system to organized the class,
retrieval of notes and lecture video links and task 1 to 3.
Besides that, Ms. Yip also remind us about the add/drop module
cut-off date.
- Week 2 : Absent
INSTRUCTIONS
In this task, we have been ask to :
- Pick and briefly describe one goal from the United Nations' Sustainable Development Goals (UNSDG)
- Select an existing art/design work that revolves around that goal of our choice. Beneath the image, include the credit line of the art/design work (title of art/design work, artist's/designer's name, year, size, medium, source link). Some works may not have all these but provide as complete as possible.
- Explain, in about 100-150 words, why you chose that design in relation to the UNSDG goal and list the design principles you observed in that design.
Task 1: Exploration
Based on the instruction that given by Ms. Yip on briefing day, I
have make some research and decided the United Nations' Sustainable
Development Goals (UNSDG) that I choose for the further exploration.
The UNSDG that I choose is the 14th goals which is
"Life Below Water".
Aim :
- Conserve and sustainably use the oceans, seas, and marine
resources for sustainably development.
- Challenges related to marine ecosystems, including overfishing,
pollution, and the effect of climate change.
-To protect marine biodiversity, prevent and significantly reduce
marine pollution, regulate fishing and enhance the conservation and
sustainable use of coastal and marine areas.
- It recognizes the critical role healthy oceans play in supporting
livelihoods, biodiversity and the overall well-being of the planet.
- To ensuring the long-term health and resilience of marine
ecosystems and the communities that depend on them.
Here are the link about the detail of my chosen goal : https://sdgs.un.org/goals/goal14
Therefore, based on the goals that I choose, I have find a design
that revolved around the goal.
Humpback Whale Tail
This is a sculptures that made with plastic waste and trash
collected from the oceans. This sculptures is a 2.7 meter tall whale
tail that created by Angela Haseltine Pozzi. It is one of the
sculptures under the project Washed Ashore : Art to Save the
Sea. This project aimed to raise awareness and support the
sustainable use of sea resources.
"As the beaches around the world wash up more stuff from the land and less from the sea I believe we must examine our relationship to rivers and oceans. I attempt to scoop up part of what might be below the blue waters and place it in front of us. In some ways it may be an escape, but at the same time a confrontation." by Angela Haseltine Pozii
Angela Haseltine Pozzi start to the sculpture by using the plastic waste and trash the collected from ocean because she noticed that immense amounts of plastic pollution on Pristine Southern Oregon beaches and she learned about the ocean pollution from plastics and marine debris.
Her sculptures tour as the “Washed Ashore Project” traveling exhibit, educating and inspiring countless people from diverse backgrounds to take action in their own lives to prevent contributing to this global problem. To maximize the meaning that she want to give to audience, all her sculpture was made by the waste and plastic that collect from the sea.
Title of Design : Humpback Whale Tail (Washed Ashore Project)
Designer's Name : Angela Haseltine Pozzi
Size : 2.7 meter tall
Medium : Plastic waste and trash collected from the oceans
Source links : https://www.washedashore.org/
2. Class Summary
- Week 1 : Briefing about the modules, system to organized the class, retrieval of notes and lecture video links and task 1 to 3. Besides that, Ms. Yip also remind us about the add/drop module cut-off date.
- Week 2 : Absent
INSTRUCTIONS
In this task, we have been ask to :
- Pick and briefly describe one goal from the United Nations' Sustainable Development Goals (UNSDG)
- Select an existing art/design work that revolves around that goal of our choice. Beneath the image, include the credit line of the art/design work (title of art/design work, artist's/designer's name, year, size, medium, source link). Some works may not have all these but provide as complete as possible.
- Explain, in about 100-150 words, why you chose that design in relation to the UNSDG goal and list the design principles you observed in that design.
Task 1: Exploration
Based on the instruction that given by Ms. Yip on briefing day, I have make some research and decided the United Nations' Sustainable Development Goals (UNSDG) that I choose for the further exploration.
The UNSDG that I choose is the 14th goals which is "Life Below Water".
Aim :
- Conserve and sustainably use the oceans, seas, and marine resources for sustainably development.
- Challenges related to marine ecosystems, including overfishing, pollution, and the effect of climate change.
-To protect marine biodiversity, prevent and significantly reduce marine pollution, regulate fishing and enhance the conservation and sustainable use of coastal and marine areas.
- It recognizes the critical role healthy oceans play in supporting livelihoods, biodiversity and the overall well-being of the planet.
- To ensuring the long-term health and resilience of marine ecosystems and the communities that depend on them.
Here are the link about the detail of my chosen goal : https://sdgs.un.org/goals/goal14
Therefore, based on the goals that I choose, I have find a design that revolved around the goal.
This is a sculptures that made with plastic waste and trash collected from the oceans. This sculptures is a 2.7 meter tall whale tail that created by Angela Haseltine Pozzi. It is one of the sculptures under the project Washed Ashore : Art to Save the Sea. This project aimed to raise awareness and support the sustainable use of sea resources.
"As the beaches around the world wash up more stuff from the land and less from the sea I believe we must examine our relationship to rivers and oceans. I attempt to scoop up part of what might be below the blue waters and place it in front of us. In some ways it may be an escape, but at the same time a confrontation." by Angela Haseltine Pozii
Angela Haseltine Pozzi start to the sculpture by using the plastic waste and trash the collected from ocean because she noticed that immense amounts of plastic pollution on Pristine Southern Oregon beaches and she learned about the ocean pollution from plastics and marine debris.
Her sculptures tour as the “Washed Ashore Project” traveling exhibit, educating and inspiring countless people from diverse backgrounds to take action in their own lives to prevent contributing to this global problem. To maximize the meaning that she want to give to audience, all her sculpture was made by the waste and plastic that collect from the sea.
Explanation
This sculpture has convey the message about the awareness about the harm of plastic pollution to ocean and also the
marine life. This sculpture also support the sustainable use of
sea resources because all sculpture are created by the waste that
collect from the ocean. Therefore, I choose this design as the
design that revolved the 14th UNSDG goals because this design has
related to the pollution, sustainably use the ocean resources, prevent and significantly reduce marine pollution
and ensure the long-term health and resilience of marine ecosystems.
That is because this design not only convey the message that i
mentioned above to audience, its also reducing the waste from the
ocean and this can make our ocean become less pollution and protect
the marine ecosystem.
Design Principle :
- Vertical Symmetrical Balanced
- Proportion
- Emphasis
（134 word）
Design Principle :
- Vertical Symmetrical Balanced
- Proportion
- Emphasis
FEEDBACK
Week 2 :
General Feedback : Absent
Specific feedback : Absent
Week 3 :
General feedback : The image cannot use the image that teacher given in slide, need to
find another picture that related and need to attach the resource
link below the picture.
Specific feedback : The explanation is too detail, can move the detail part to task 2.
Design principle no need to explain, just the keyword is
enough.
Week 2 :
General Feedback : Absent
Specific feedback : Absent
General feedback : The image cannot use the image that teacher given in slide, need to find another picture that related and need to attach the resource link below the picture.
REFLECTION
During this tasks, I have learn about the UNSDG and design principle. After this tasks, I knew that when we try to design something, there is a lot of principle and tiny things that we need to pay attention to it if we want to create a good design. Besides that, due to the UNSDG that I choose is about the marine life, I also learn that how much is the harmfulness for pollution to our ocean and that why I choose the 14th UNSDG for my further exploration.
*Observation
Design principle is really important and it can decide the artwork is good or bad. Besides that, I also found that how powerful of an good artwork. Artwork of Angela Haseltine Pozzi has makes a lot of people pay attention on the pollution of ocean and marine life.
We should pay attention on every tiny things when we try to create a design and be sure about what the message of our artwork that try to convey to audience. A good artwork should convey the message to audience successfully.
FURTHER READING
Preble, D., Preble, S. & Frank, P.L. (2013).
Artforms (11th ed). New York: Pearson Education.
Interaction Design Foundation. (2002) https://www.interaction-design.org/
Smith, M. (Sept, 2014).
The Principles of Graphic Design : How to use Proximity
Effectively, EDGEE: Learn.Create.
https://eee.edgee.net/
Bradley, S. (June, 2015). Design Principles:
Compositional,Symmetrical And Asymmetrical Balance. Smashing
Magazine. https://www.smashingmagazine.com/2015/06/design-principles
Preble, D., Preble, S. & Frank, P.L. (2013). Artforms (11th
ed.). NewYork: Pearson Education.
Poulin, R. (2018). The Language of Graphic Design Revised
andUpdated: An Illustrated Handbook for Understanding
FundamentalDesign Principles. Quarto Publishing Group USA
Inc.
FURTHER READING
Interaction Design Foundation. (2002) https://www.interaction-design.org/
Smith, M. (Sept, 2014). The Principles of Graphic Design : How to use Proximity Effectively, EDGEE: Learn.Create. https://eee.edgee.net/
Bradley, S. (June, 2015). Design Principles: Compositional,Symmetrical And Asymmetrical Balance. Smashing Magazine. https://www.smashingmagazine.com/2015/06/design-principles
Preble, D., Preble, S. & Frank, P.L. (2013). Artforms (11th ed.). NewYork: Pearson Education.
Poulin, R. (2018). The Language of Graphic Design Revised andUpdated: An Illustrated Handbook for Understanding FundamentalDesign Principles. Quarto Publishing Group USA Inc.
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