Design Principles / Task 1: Exploration

Visual communication is about utilising design to convey purposeful messages to a target audience. As such, the design must be well thought-out and executed. To achieve effective communication through design, it is important to learn about and apply the elements and principles of design.

Element of Design

Think of these as your raw ingredients. Every design, no matter how complex, is built from these basic units:

1. Point

Fig 1.1 - Element of Design: Point

The most basic element. A point has no dimension, but it marks a position in space.

Function: It acts as a focal point or a "seed" from which other elements grow.

Impact: A single point can create a sense of isolation, while a series of points can create a line or texture.

2. Line

Fig 1.2 - Element of Design: Line

A line is essentially a point in motion. It connects two points or defines the edge of a shape.

Lines can be active or static, aggressive or passive, sensual or mechanical.

Lines can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.

Lines can also be grouped to depict qualities of light and shadow and to form patterns and textures.

3, Shape (2d)

Fig 1.3 - Element of Design: Shape

When a line closes on itself, it creates a shape. Shapes are two-dimensional, possessing only length and width.

Geometric: Circles, squares, and triangles (mathematical and orderly).

Organic: Free-form, natural shapes like leaves or clouds (unpredictable and fluid).

4. Form (3d)

Fig 1.4 - Element of Design: Form, Sculptures

Whereas a two-dimensional area is referred to as a shape, a three dimensional area is called a form.

When form encloses space, the space is called volume.

Form is often a major element in sculpture and architecture.

Fig 1.5 - Element of Design: Form, Digital art

With two-dimensional media, such as painting, illustration or drawing, form must be implied.

5. Texture

Fig 1.6 - Element of Design: Texture

Texture refers to the physical or visual "feel" of a design.

Tactile Texture: Something you can actually feel (like an embossed business card).

Visual Texture: The appearance of a texture (e.g., a digital background that looks like crumpled paper or rough wood).

6. Space

Fig 1.7 - Element of Design: Space

Space is the "ground" in which the elements live.

Positive Space: The actual objects or text (the subject).

Negative Space (White Space): The empty areas around and between subjects. It is essential for preventing clutter and giving the viewer's eyes a place to rest.

7. Colour

Fig 1.8 - Element of Design: Colour

Colour is how our eyes process light wavelengths reflected off surfaces or transmitted through mediums.

Every colour is defined by Hue, Value, and Intensity.

Hue: The actual name of the colour (e.g., Red, Blue, Green).

Value: How light or dark a colour is.

Tint: Colour + White

Tone: Colour + Grey

Shade: Colour + Black

Fig 1.9 - Tint, Tone, and Shade

Intensity (Saturation/Chroma): The purity or brightness of a colour.

Pure hues are the most intense.

Adding other pigments (black, white, or grey) makes a colour "duller.

Fig 1.10 - Intensity (Saturation/Chroma)

Colour groupings that provide distinct colour harmonies are called colour schemes.

Monochromatic: Different values and intensities of one single colour (e.g., light blue, navy blue, and sky blue).

Analogous: Colours that sit next to each other on the colour wheel (e.g., Red, Red-Orange, and Orange).

Complementary: Two colours located directly opposite each other on the colour wheel (e.g., Blue and Orange) used for high contrast.

Fig 1.11 - Colour groupings wheel

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Principle of Design

Principles of design can be thought of as what we do to the elements of design. If the elements are the ingredients, the principles are the recipe for a good work of design.

1. Emphasis

Fig 1.12 - Principle of Design: Emphasis

Emphasis is a strategy to get the viewer’s attention to a specific design element.

Some of the strategies employed to create degrees of importance are contrast of values, use of colour, placement, variation, alignment, isolation, convergence, anomaly, proximity, size, and contrast.

2. Balance

Fig 1.13 - Principle of Design: Balance

Balance is the distribution of interest or visual weight in a work. A balanced work will have all the elements arranged such that the work will have a sense of visual equilibrium or stability.

Balance can be symmetrical, asymmetrical, or radial. Objects, values, colors, textures, shapes, etc. can be used in creating balance in a composition.

3. Contrast

Fig 1.14 - Principle of Design: Contrast

Contrast is the juxtaposition of opposing elements (opposite colours, value light / dark, direction horizontal / vertical).

The greater the contrast, the more something will stand out and call attention to itself.

4. Repetition

Fig 1.15 - Principle of Design: Repetition

Repetition is repeating a single element throughout the design. It strengthens a design by tying together individual elements and bringing a sense of consistency.

It can create rhythm (regular, alternating, flowing, random, progressive) and patterns. Variation introduced to repetition increases the level of interest.

5. Movement

Fig 1.16 - Principle of Design: Movement

Movement is a visual flow through the composition. In some works, movement is implied by the use of static elements to suggest motion and direct a viewer’s eye along a path through the work.

In a still image, aspects such as lines, diagonals, unbalanced elements, placement, and orientation can play the role of active elements.

In others, movement can be real, giving some elements the ability to be moved or move on their own.

6. Harmony

Fig 1.17 - Principle of Design: Harmony

Harmony brings together a composition with similar, related elements (adjacent colors, similar shapes, etc.).

Harmonious elements have a logical relationship, connection, alignment, or progression. They work together and complement each other.

7. Unity

Fig 1.18 - Principle of Design: Unity

Unity is created by using harmonious similarity and repetition, continuance, proximity, and alignment. It is the visual linking of various elements of the work.

This allows the disparate elements and principles to create a unified whole that can be greater than the sum of its parts.

Images used and more Information can be found here:

https://design.tutsplus.com/articles/the-principles-of-design--cms-33962

Lecture 2: Gestalt Theory and Contrast

Gestalt Theory

The human brain is wired to see patterns, logic, structure.

“Gestalt” refers to “shape” or “form” in German.

Fig 2.1 - Gestalt Theory

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 Core Principles (Gestalt Laws)

Similarity - We group elements together if they look similar (e.g., same color or shape).

Proximity - Elements close to each other are perceived as a single group.

Continuity - The eye is compelled to move through one object and continue to another (following a line or curve).

Closure - The brain automatically fills in gaps to create a complete image (like seeing a circle even if a segment is missing).

Figure/Ground - We subconsciously separate an object (the figure) from its surrounding area (the ground).

Symmetry and Order - Elements that are symmetrical to each other tend to be perceived as a unified group.

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Contrast

Contrast is the juxtaposition of strongly dissimilar elements.

Fig 2.2 - Contrast

Without contrast, visual experience would be monotonous.

Contrast can provide visual interest, emphasize a point and express content.

Types of Contrasts

Value (Light vs. Dark): The most common form of contrast. High value contrast (like black text on a white background) ensures maximum readability.

Fig 2.3 - Value (Light vs. Dark) example

Color: Using complementary colors (opposites on the color wheel) or warm vs. cool tones to make an element pop.

Fig 2.4 - Color example

Size and Scale: Making a headline significantly larger than body text immediately signals its importance.

Fig 2.5 - Size and Scale example

Shape: Placing a circular element in a field of squares breaks the pattern and draws attention.

Fig 2.6 - Shape example

Texture: Pairing a smooth, minimalist background with a rough or detailed photographic element.

Fig 2.7 - Texture example

Lecture 3: Balance and Emphasis

Balance

Balance refers to the distribution of visual weight in a design so that the composition feels stable and visually balanced.

Balance can be symmetrical or asymmetrical.

Symmetrical Balance

Equal visual weight on both sides of a central axis.

Elements are arranged evenly to create a mirror-like effect.

Can be:

Bilateral balance – elements mirrored on left and right.

Fig 3.1 - Bilateral balance example

Radial balance – elements arranged around a central point.

Fig 3.2 - Radial balance example

Approximate symmetry – elements are similar but not identical.

Fig 3.3 - Approximate balance example

Asymmetrical Balance

Fig 3.4 - Asymmetrical Balance example

Unequal visual weight on each side of the design.

A large or dominant element on one side can be balanced by several smaller elements on the other side.

Creates a more dynamic, modern, and energetic look.

Harder to achieve because the relationships between elements are more complex.

The Golden Ratio

Fig 3.5 - Golden Ratio example

A mathematical ratio (1.618) derived from the Fibonacci sequence.

Often found in nature (e.g., leaves, shells).

Used in art, architecture, and design to create harmony, balance, and pleasing proportions.

Helps designers structure compositions in a visually appealing way.

Rule of thirds

Fig 3.6 - Rule of thirds example

A composition guideline used in design, photography, and film.

The image is divided into three equal parts horizontally and vertically.

Important elements are placed along the lines or at their intersections.

This creates a more dynamic and balanced composition.

Emphasis

Fig 3.7 - Emphasis example

Emphasis is used to create dominance and focus in a design work.

Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.

For this artwork, Emphasis is done through High Contrast (Value), Color Pop (Isolation), and leading lines.

Lecture 4: Repetition, Movement, and Hierarchy

Repetition

Fig 4.1 - Repetition example

Repetition means repeating design elements such as shapes, colours, or lines in a composition.

It helps make a design feel active and organized.

Repetition creates rhythm and pattern in the design.

Variety is important to keep the repetition interesting and prevent monotony (boring look).

Patterns increase visual interest and make the design surface more engaging.

Movement

Fig 4.2 - Movement example

Movement refers to how the viewer’s eye travels through a design.

It is the path the eye follows when looking at a composition.

Visual movement happens when objects appear to be moving in an image.

It can be created using shapes, lines, curves, and forms.

1. Hierarchy

Fig 4.3 - Hierarchy example

Hierarchy is the arrangement of content to show importance.

It helps communicate information clearly and guide the viewer.

Visual hierarchy makes viewers see the most important information first, then the secondary information.

2. Alignment

Fig 4.3 - Alignment example

Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.

It 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.

Lecture 5: Harmony and Unity, Scale and proportion

Harmony

Fig 5.1 - Harmony example

Harmony is the selection of elements that share common traits, it creates a feeling that all elements fit well together in a design.

Elements may share the same theme, style, or mood.

Variety is important, because too much harmony without variation can lead to monotony.

Unity

Fig 5.2 - Unity example

Unity refers to the repetition of elements such as colours, shapes, or materials in a design.

It helps connect all parts of the design together.

When elements are arranged properly, they create a sense of balance and oneness.

Unity helps establish a clear theme or overall look.

Difference:

Harmony = elements work well together because they share similarities.

Unity = elements are repeated and arranged to create a complete and cohesive design.

Scale and proportion

Scale

Fig 6.1 - Scale example

Scale refers to the size of an object compared to other objects in a design.

It shows the dimension or relative size of figures and forms.

Scale can be determined through actual measurement or visual comparison.

Commonly used in architecture, drawings, and scale models.

Changing normal scale relationships can create dramatic effects and visual interest.

Proportions

Fig 6.2 - Proportion example

Proportion is the relationship between the sizes of different parts of an object or design.

It compares elements based on size, quantity, colour, or placement.

When proportions are correct, the design appears balanced and harmonious.

Effective use of proportion helps create unity and harmony in a composition.

Lecture 6: Symbol, Word, and Image

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

Pictorials symbol

Fig 7.1 - Pictorials symbols example

Image-related and simplified pictures.

Abstract symbols

Fig 7.2 - Abstract symbols example

Abstract symbols can look like the objects that they represent but have less details.

Arbitrary symbols

Fig 7.3 - Arbitary symbols example

Arbitrary symbols have no resemblance at all to the objects or the ideas they represent.

The symbol is invented with the meaning constructed. Many are based on geometric shapes and colours.

We have to learn arbitrary symbols.

Word and Image

Fig 7.4 - Word and Image example

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.

Instructions

Module Information Booklet

Task 1: Exploration (20%)

Task 1 Recap

We are tasked to:

1. Describe the design principles given and select an image to go with the principle (To showcase our understanding of the design principles), and do credit the image source.

Gestalt theory
Contrast
Emphasis
Balance
Repetition
Movement
Harmony & Unity
Symbol
Word and Image

2. Choose 1 design work that we like, upload the design (JPEG file, min. A4 size, 300dpi).

Beneath the design, include the credit line of the design (title of design, designer’s name; year, size, medium used to create the design and the source).

Write and explain in about 150-200 words, why we chose that design. Then list the design principles observed in that design

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Part A: Describe Design Principles

1. Gestalt theory

The human brain tends to automatically organizes visual data into a "unified whole" rather than seeing it as disconnected parts.

The Core Principles of Gestalt theory include:

Similarity - Element that look similar are tend to be grouped together.

Proximity - Elements that are close to each other tend to be grouped together.

Continuity - Our eyes likes to follow lines or curves, used to direct the viewer eyes.

Closure - Our brain can fill in the blanks to create and see a whole image.

Figure/Ground - Our brain subconsciously separate an object from its surrounding area.

Symmetry and Order - We like looking at symmetry and balanced things

Fig 3.1 - "Peter and the Wolf" - poster design by Phoebe Morris

Source: Link to image source

This poster design showcases an example of Gestalt theory: Figure/Ground. On the poster, there is a wolf. Looking closer, a second image of a boy that is framed by body and tail of the wolf appears.

This design creates a double image that showcases the main characters of the story (Peter and The Wolf).

2. Contrast

Contrast refers to using opposites (Example: light vs. dark or big vs. small) to create visual excitement and make things pop.

Fig 3.2 - "And the True Heroes Are Always Behind the Scenes" - Lycaon's Agent Story

Source: Link to image source

The blue background contrasts with the sharp red, gold and black clothes on the main character to make the main character stand out.

3, Emphasis

Emphasis is the strategy of making one part of the artwork the main focus point. It tells the viewers what is most important to look at first in the artwork.

Fig 3.3 - "Time Woven Into Gold" - Aglaea's Light Cone

Source: Link to image source

Direct Source: Direct link to image source

The lady in the center in emphasized by the objects framing the artwork, the character being in the center of the image, the gold thread leading to her, and the use of bright gold and white colours while the background and supporting elements are dull colours like brownish black.

These design choices grabs the viewers attention and makes them focus on her immediately.

4. Balance

Balance refers to how visual elements are arranged so that their visual weight is evenly spread throughout a design.

Balance can be symmetrical, asymmetrical, or radial.

Fig 3.4 - "The Impending Crash of Waves" - Zenless Zone Zero Version 2.1

Source: Link to image source

Direct Source: Direct link to image source

Balance is showcased in this artwork by splitting to artwork's composition diagonally by the water's surface, creating a "mirror" effect.

The character on the top left (brighter, lighter colours, facing the open skies) is balanced by the character on the bottom right (duller, darker colors, looking into the ocean). The "heavier" visual weight of the underwater character is offset by the bright, high-contrast light beams and open space in the sky section.

5. Repetition

Repetition refers to use of the same visual element many times throughout a design. It creates a sense of consistency, pattern, and organized "rhythm."

These elements can be colors, shapes, lines, textures, patterns, or even character poses.

Fig 3.5- "Last Evenings on Earth" - Reverse 1999 in-game CG

Source: Link to image source

Direct Source: Direct link to image source

The repeating violin element in the room creates a sense of consistency, pattern, and organized rhythm, to bring focus to the element that breaks the pattern, the girl laying with the violins.

6. Movement

Movement is the path the viewer’s eye takes through the design, how the viewer’s eyes move through a design. Often achieved with the use of design elements and how they are placed.

Fig 3.6 - "Last Evenings on Earth" - Reverse 1999 Wallpaper

Source: Link to image source

Direct Source: Direct link to image source

Here, the tilted central instrument and the man’s raised glass directs the viewers eyes toward the girl on the right. The curved balcony in the background and the tilted composition also brings the focus the main character of the scene.

The artwork also captures a moment of action: the girl's flowing hair, her billowing skirt, and the trail of sparkles from her bow, together with the audience clapping and raising their glass to her shows that she just finished a masterful performance.

7. Harmony & Unity

Harmony is the combining of similar or related elements, such as a consistent color palette or repeating shapes, to create an calm and peaceful feeling.

Unity is the overall result of all the design elements working together as one complete whole, where every part of the image feels connected and has a clear purpose.

Fig 3.7 - "Poised to Bloom" - March 7th's (The Hunt) Light Cone

Source: Link to image source

Direct Source: Direct link to image source

The use of mostly pink, red, and white colour palette, with the repeating cherry blossom motives (flowers, accessories on the character) makes the artwork feel harmonic & Unified.

8. Symbol

Symbols are visual representations of ideas, concepts or information.

Iconic Symbols

Iconic symbols look like what they represent.

Source: Link to image source

A door image with an arrow going out quite literally means "to exit".

Abstract Symbols

Abstract symbols do not directly look like what they represent. Their meaning requires interpretation, but they often carry deeper meaning.

Source: Link to image source

This symbol point to the car brand: Audi.

The logo consists of four interlinked rings that represent the 1932 merger of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch, and Wanderer.

9. Word and Image

Word and Image refers to how text and visuals work together in a design. Instead of just slapping text on an image, both elements should support and strengthen each other to convey a more convincing message to the viewer.

Fig 3.10 - "E lucevan le stelle" - Teaser poster of Reverse: 1999, sixth main chapter

Source: Link to image source

The Title, "E lucevan le stelle" (Italian for "And the stars were shining") is seamlessly integrated in the balcony pillars. It makes the typography feels like a physical part of the balcony design, instead of just text on a poster.

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Part B: Selected Design and Reason why I choose this design

「初音ミクHappy 16th Birthday -Dear Creators-」

Artist and Designer: Rella

Year: 2023

Size: 1000 x 1417 px

(Highest quality I could find)

Medium: Digital

Source: https://piapro.net/miku16thbd/

Reason for selecting this artwork

This artwork is the official key visual for the world-famous Vocaloid Hatsune Miku, created to celebrate her 16th birthday titled “Dear Creators.” The theme “Dear Creators” is to express gratitude to the global community of producers, artists, and fans who continuously create music and artwork featuring Miku.

I chose this artwork because its colour palette, dynamic pose, flowing elements, and beautiful lighting captured my attention. The radial pattern in the background creates emphasis on the wings, which are composed of drawing tools and musical instruments, symbolizing every producer, artist, and fans that create works of art featuring Miku.

The light that shines on Miku's face and her wings contrast with the shadow that is cast. The dark upper background enhances the brightness of her wings and hair, while the lower half fades into white to contrast with her stockings.

The flowy hair creates a sense of movement, forming an S-curve that guides the viewer’s eye across the composition. Harmony & Unity is achieved through a palette of white, blue, black, with magenta accents. The composition shows asymmetrical balance. With Miku on the left, and her hair and wings on the right, it creates stability while maintaining a dynamic and engaging composition.

(200 words)

Principles identified:

Emphasis
Contrast
Movement
Harmony & Unity
Balance
Symbol
Repetition (star particles)

Bonus Info: What is a Vocaloid?

Vocaloid is a singing voice synthesis software developed by Yamaha. It allows users to create vocals by putting lyrics and melody into a computer. Think a digital musical instrument i guess?

There are many different type of voices. For each voicebanks, they have different characters to represent them, designed as virtual pop stars. Hatsune Miku (the blue twin haired girl in the artwork) is the most globally recognized Vocaloid character.

Feedback

Week 1:

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Week 2:

Please upload your Task 1 E-Portfolio to this submission and Turn In. Please read the Task 1 instructions (and the comment) for this week progress.

Week 3:

Good start. Now elaborate more on why you selected this poster. Explain what stands out and connect it clearly to specific design principles. Make your reasoning stronger and more detailed.

Week 4:

You may proceed and use the feedback given during class. Thank you.

Make the image in the blog bigger.
For the write up, make it into 1 paragraph, put word count at the bottom, no more than 200 words.

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Rachel Ng Jie Ting (0378902)