DESIGN PRINCIPLES - EXERCISES & PROJECTS

Design Principles - Exercises

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16/04/2020 - ending date (Week 1 - Ending week)

Safanah Aulia Asep (0337752)
Design Principles
Task/Exercises

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INSTRUCTIONS

Module Information Booklet




WEEK 1 (16/04/2020)

LECTURE I: Elements and Principles of Design, Contrast, Gestalt Theory

The elements of design are the individual ingredients, when put together in a composition abiding to principles of design, produce a work of design that communicates an idea. The elements are:

• Line
• Shape
• Form
• Value
• Texture
• Color
• Space
• Dot

Principles of design on the other hand are the concepts used to organize or arrange the elements of design. Design principles are a way to give structure to design work and meaning to the piece. The principles consists of :

• Balance
• Emphasis (contrast)
• Repetition
• Movement (pattern, rhythm) 
• Harmony
• Unity

CONTRAST

It refers to the differences in values, colors, textures, shapes, and other elements. Contrast creates visual excitement and add interest to the work.

fig.1.1. Contrast

The image here shows a high contrast between the sky that's in the background and the silhouettes of the building on both sides. 

GESTALT THEORY

The human brain is wired to see patterns, logic, and structure. In the 1920s, a group of German psychologists developed theories around how people perceive the world around them, called the Gestalt principles. This is applicable when studying design.

fig.1.2. Gestalt

In this picture we either see an outline of a boy or a wolf first. Either way one leads to the other. In other sense, gestalt theory is when a two visual elements are subtly made into one.

EXERCISE I: Contrast and Gestalt

We were required to produce an artwork on contrast and gestalt theory in an A4 size paper using black and white paper and glue.

I started by researching more on each topic from pinterest to get references and ideas. And then sketched out the ideas for the artwork. I also didn't have a black paper due to lockdown in my area so I just used other color as long as it shows contrast.

fig.1.3. Contrast artwork

This is my piece for contrast. I got inspired by a type of design called Notan design that mainly focuses on contrast. Making this was quite hard because I used scissors through the whole process, which wasn't a good idea but then I didn't have any chiseled knife with me so the cuts aren't clean. 

fig.1.4. Gestalt artwork

Moving on to gestalt, this artwork shows a turtle, with its head stuck in a plastic ring. I've made its head look similar to the plastic rings for the gestalt effect, and its body resembling a plastic bag. I tried to show the life of aquatic animals through this. 

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WEEK 2 (23/04/2020)

LECTURE II - Emphasis, Balance, The Golden Ratio and Rule of Thirds

Emphasis: It is 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.

fig.1.5. Emphasis

Image above is an example of emphasis where the only thing that stands out in the picture is the person whereas the rest are just text and colors. Thus creating dominance within the image.

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: It has equal "weight" on equal sides of a centrally placed fulcrum. The equal arrangement of elements on either sides of the central axis (horizontal or vertical) resulting in bilateral balance. Arranging elements equally around a central point is called radial balance. Meanwhile approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.

fig.1.6. Symmetrical balance

• Asymmetrical Balance: It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. For example, a cluster of small objects balanced by a large object. 

fig.1.7. asymmetrical balance

THE GOLDEN RATIO 

• Also known as phi, the golden ratio (other names: Golden Mean, Golden Section) is a mathematical concept and a number that goes on indefinitely 
• Over the centuries, many have perceived the Golden Ratio as the representative of a 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. It can also increase the appeal of a design work.

fig.1.8. The Golden Ratio

fig.1.9. The Golden Ratio in Art

fig.1.10. The Golden Ratio in Architecture

RULE OF THIRDS

It is a simplification of the Golden Ratio, a composition guideline to create more dynamism to a work of design, photography, film, or 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.

fig.1.11. Example of Rule of Thirds on a landscape

fig.1.12. Rule of thirds on water drop

fig.1.13. rule of thirds in an artwork

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WEEK 3 (30/04/20)

LECTURE III - Repetition, Movement, Hierarchy, and Alignment

Repetition: This element 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. Patterns increases visual excitement by enriching surface interest.

fig.1.14. Repetition design

fig.1.15. repetition artwork

fig.1.16. Repetition art design

Movement: The way a design leads the eye in, around, and through a composition is 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.

fig.1.17. movement photography

fig.1.18. movement artwork

fig.1.19. movement design

fig.1.20. movement on poster design

Hierarchy: It is the 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 the secondary content.

fig.2.0. example of hierarchy on poster

fig.2.1. the difference hierarchy can make

fig.2.2. hierarchy design on mobile apps

Alignment: It is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common center. Alignment creates a sense of unity and cohesion, which contributes to the design's overall aesthetic and perceived stability. Alignment can also be a powerful means of leading a person through a design.

fig.2.3. example of alignment

fig.2.4. alignments shown in a poster

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WEEK 4 (07/05/20)

LECTURE IV - Harmony, Unity, and Proportion

HARMONY & UNITY
Harmony involves the selection of elements that share a common trait. Harmony becomes monotony without variety (variety is about a change or slight difference in elements and objects in composition, to avoid a boring composition. Variety can also involve varying angles, exposure, composition, etc.). Unity occurs when these elements are composed in such a way that they are balanced and give a sense of oneness, creating a theme. Harmony and unity work hand in hand.

fig.2.6. Painting by French Artist that shows harmony

fig.2.5. Harmony and unity in apartment

fig.2.7. Artwork design in unity

PROPORTION
Proportion is the relationship of two or more elements in a design and how they compare with one another. proportion is said to be harmonious when a correct relationship exists between the elements with respect to size or quantity. The effective use of proportion in design often results in harmony and unity.

fig.2.8. Matrioshka dolls

fig.2.9. Proportion artwork

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WEEK 5 (14/05/20)

LECTURE V - Symbol, Imagery & Typography

Symbol: A sign, shape, or object that is used to represent something else is called a symbol. In design, symbols can provide or convey information, equivalent to one or more sentences of text, or even a whole story. 

• Pictorial Symbols: Image-related and simplified pictures

fig.2.10. Example of pictorial symbol

fig.2.11. example of pictorial symbol

• Abstract Symbols: it can look like the objects that they represent but have less details. 

fig.2.12. Abstract symbols found around us

fig.2.13. Chanel brand logo

fig.2.14. Netflix logo

• Arbitrary Symbols: these symbols have no resemblance at all to the objects or the ideas they represent. They are invented and constructed, which many based on geometric shapes and colors.

fig.2.15. Peace sign

fig.2.16. radioactive symbol

fig.2.17. helpful laundry guide

Imagery: It is a vital part of design, be it a print or digital. Users and viewers are able to relate to a concept or brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing.

Typography: this is the design and arrangement of text to convey a message or concept. Successful use of typography will result in visual hierarchy and balance in a work of design. 

EXERCISE 5 - 1. Arbitrary Symbol design

I made these symbols while thinking like what if there's a symbol for the time of the day. Shown above left is a symbol for afternoon, hence the half sun because noon starts at 12 pm. On the other hand, right top symbol is for midnight, which is 12 am and the stroke in both symbols refer to the hour-hand of the clock. Whereas the bottom two are more towards climate symbols, the left one indicates the percentage of rain and the right one indicates storm or tornado. 

2. Imagery & Typography combination design

fig.2.18. final design

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WEEK 6 (21/05/20)

PROJECT 1 - Self-Portrait

SELF: your self is your basic personality or nature, especially considered in terms of what you are really like as a person. A person's essential being that distinguishes them from others, especially considered as the object of introspection or reflexive action.

SELF-PORTRAIT: A self representation in a form of a drawing/painting/sculpture/design, or a visual depiction of the self.

For our first project we were told to make a self portrait with the principles of design. We were also free to use any medium. Since I didn't have a drawing tablet so I just used color pencils, although I prefer digital art. 

First off i started with sketches on how I wanted it to be and how do I include my personality in a drawing. It took a lot of trial and error just for deciding on a sketch. But eventually, I decided to draw in my plushies that I own into the portrait depicting each of my characteristics.

Shown above is how the portrait turned out. It didn't come out as how I imagined it to be but its close enough. As seen the plushies I drew represents each character or personality I have. I've been dealing with a pretty bad anxiety issues because of a trauma during childhood so as I grew up, I often find myself being too nice to people who don't deserve it. And I forgive people too easily. And the worst case is I couldn't say no. I know these are bad, but I always want to get into the good side of people. And in my mind, I feel like its the most violent place ever. Its always too loud in there and it always affects my sleep, and its mostly my negative thoughts. As a person suffering with anxiety, overthinking is what I do on a daily basis, and that leads to self-depreciating as much as I could. The design principles embedded in this piece are lines and patterns, and also some sense of unity in it. 

the PDF version of my self-portrait.

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WEEK 7 (28/05/20)

PROJECT 2 - Sense of Place

OBSERVATION: It is an act of acquiring information, through the senses of a subject matter in its natural setting.

Observation is important to designers as it enables them to see 'problems' as well as getting ideas for solutions to those problems.

In this project, we're supposed to observe our surroundings, be it our house/apartment or it could be outdoor. Then from what we saw, we record them down in sketches or photographs. Our lecturer have also provided us with some examples of artwork that uses observation. 

I started off looking for any interior pictures in my phone because I haven't been out for the past 4 months so my camera roll is all I can rely on. I also didn't want to use my bedroom for reference because this room is really packed and not really a pleasant thing to see honestly. As I went through my gallery I found this one picture of the interior of a restaurant I dined in. I took a picture of it because I remember thinking it has such a nice minimalist look for a restaurant and it was just my style. But then that picture didn't have much objects in it. It was mostly wall and some wall decorations. So then I decided to make an imaginary room. 

We could call this my dream room. I drew this using my mouse and I struggled so much because it was just so inconvenient. Anyway I tried to depict what a normal room with an emotionally unstable owner would look like. I like to have plants in my room so I drew them in some places in this work. I would also have a simple wardrobe for my clothes as shown. The design principles used in this work are lines, patterns, shapes, rule of thirds, harmony and unity. 

I showed my work to Ms Anis and she said that it looks too flat and it needs more depth. I agree with that too. I just didn't know or wasn't sure on how to do it because honestly this year is the first time I'm using digital art. But anyway I've made some changes to it to make it more lively looking.

Looks way better innit. I actually made a wrong choice of brush for the lineart in the beginning and it looks too thick. But I guess it is what it is, I couldn't really change it anymore so I let it be. It doesn't look too bad anyway. The changes made are the light and shadows and clouds on the window. 

Overall this project was quite interesting to do. I could also do more exploration on my digitized art. 

 

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WEEK 8 (04/06/20)

FINAL PROJECT - VISUAL ANALYSIS

Visual Analysis: 

It is a method of understanding design that focuses on the visual elements and principles. In its strictest definition - a description and explanation of visual structure for its own sake. Yet the purpose of visual analysis can also recognize the choices that a designer made in creating the design, as well as to understand better how the formal properties of a design communicate ideas, content, or meaning. 

Visual analysis is a critical part of visual literacy, a skill that helps people read and critically interpret images, whether in a museum, on social media, in entertainment, advertising, or the news. As citizens of the 21st century, we are constantly confronted with visual media. Practicing visual analysis sharpens critical judgment skills and helps people seek out answers instead of passively receiving information.

Visual analysis can include three phases:

1. Phase one: Observation
2. Phase two: Analysis
3. Phase three: Interpretation

Its the final project! Our task is to find a poster/billboard design/illustration, etc.,that we like and do a visual analysis on it before making a design inspired by it.

I first searched around the internet for poster designs, more like an event poster to analyse on. There were really many choices of poster designs I liked but I had to keep in mind that I'll also have to make a design of my own that's influenced by it. So I ended up searching for simple illustration posters. 

That ain't simple I know but out of three choices, this one looked the best to me (I lost the other two posters so its not here). Here's my visual analysis on this poster:

Observation: It is seen that there are many visual elements in this image. We can see that it's in a portrait setup with a space on the right for the texts. It consists of vibrant colours such as green, orange, yellow, blue, and red. It is also composed of various lines and forms. The image is also based on the title, i.e, “book” and “fair” are depicted in the image where there are people reading and some are having fun.

Analysis: The image shows a sense of unity and harmony. It is designed so the viewers look at the illustration from the bottom first, that seems bigger and it appears smaller at the top, which shows hierarchy in the image. Followed to the right are the set of texts for this poster that says Highschool Book Fair, which moves downward, creating a movement. There is also a sense of repetition of the people in the image.

Interpretation: This poster has a modern style illustration as it is to attract readers of this generation. The colours used in the image are mostly warm colours, such as red indicates energy, orange is friendly and yellow is optimistic. Based on the colours chosen, the poster is trying to welcome the readers with a peaceful vibe. Often in recent years, illustrations had to be quite realistic, because there was no photography to serve this purpose. With time, illustrators gained more freedom and their creativity and originality were now more valued than their technical skills and ability to draw realistically. Since this is an advertising illustration, it is meant to grab your attention and make a lasting impression. Many companies and institutions choose illustration as the medium to deliver their message to the audience, because it translates the idea better than photography or just texts.  

The next step is to design my own poster inspired by it. I'd always have ideas in my mind but my ability to make it actually work is very limited so I'm not satisfied with most of my works. But I still try my best, I always do. I thought of making the poster based on what I like, and I like so many things. So I narrow it down to things I like that I can draw. Now there are some on the list. But first thing that came to my mind was food. Of course there's a variety of food, and again I narrow it down to desserts, or pastries, anything with baking. And that's it I'm set with that idea.

I then made a really rough sketch on the compositions and stuffs. And then I browsed the internet for references on the food that I wanted to draw. Once I found them, I started to sketch them on photoshop. 

This is after the sketch of the poster is done. Then I added colors to it one by one and it was pretty hard, but it was fun to draw something I like. And I'm actually kind of proud of how it turned out.

Here's after the desserts are colored. The one in the middle took the longest to work on because it's from my own reference so my perfectionist self needed to get the details correctly. 

And this is the final result of my poster. I added the blue ribbon for some movement and hierarchy.