TASK 1(Exploration)
Week 1-3
DAVIES ANNIKA ANGELA / 0362108
DESIGN PRINCIPLES / BDCM
TASK 1: EXPLORATION
LECTURES
Visual communication
- utilizes purposeful design to effectively convey messages to a specific audience
- it requires careful execution and consideration of design elements and principles for successful communication
INTRODUCTION: ELEMENTS OF DESIGN
point
- A point is the simplest element of design.
- Repetitive marks form a line.
- Movement of the point creates two and three-dimensional figures and forms
- Lines qualities are active or passive and sensual or mechanical.
- functions are indicating directions, defining shapes, suggesting motion, and conveying emotion.
- Area is the expanse within the outline of a shape, whether two-dimensional or three-dimensional.
- It becomes visible when enclosed by lines or when there's a change in value, color, or texture.
- categorized as geometric or organic
form
- three-dimensional areas are forms.
- When a form encloses space, that space is called volume.
- Form is significant in sculpture and architecture.
- In two-dimensional media like painting, form must be implied
texture
- Texture in design refers to the feel of surfaces or their visual representation.
- Texture categories: actual (felt) and simulated/implied (looks like real texture)
space
- Space is the empty area around us.
- The actual space of a picture is defined by its edges, but it can imply infinite spatial qualities.
- Three-dimensional space is felt when we're inside it, relating to objects and voids at different distances.
- Depth, or the illusion of three-dimensional space, is created through techniques like overlapping, varying sizes, placement, and perspective
colour
- Each color is defined by three variables
- Hue: Colours of the spectrum, e.g. yellow and green.
- Value: Refers to the lightness or darkness of a color
- Intensity: measures the purity of a color. Pure hues are the most intense form of a color.
TOPIC 1: CONTRAST & GESTALT THEORY
contrast
- Contrast is the placement of very different elements together.
- It prevents visual monotony and adds interest.
- It highlights points and expresses content
gestalt theory
- The human brain is wired to see patterns,
- Gestalt ” refers to shape ” or form ” in German
- Gestalt principles describe how the eye sees visual elements.
- They simplify complex scenes into simpler shapes.
- They explain how the eye sees shapes as a single form instead of separate elements logic, structure.
principle of similarity
- The eye sees similar elements in a design as a whole, even if they're apart.
- The brain connects similar elements together
- The eye likes to follow the lines and curves in a design.
- It prefers a smooth flow of visual elements over separate objects
principle of closure
- The eye likes whole shapes.
- If parts are missing, the brain fills them in to see the shape as complete
principle of proximity
- Group related design elements together.
- Space unrelated items apart.
- Putting things close together shows they're connected.
principle of figure/ground
- Objects are seen as either in front or behind.
- Some stand out in the front, others go to the back.
law of symmetry and order
- Symmetrical elements are seen as one group.
- Like the law of similarity, this means symmetrical objects are grouped together.
TOPIC 2: BALANCE AND EMPHASIS
balance
- Balance is how visual weight is spread in a design.
- It's the visual equilibrium that makes the whole design look balanced.
- Balance can be symmetrical (equal on both sides) or asymmetrical (unequal)
symmetrical balance
- Equal weight on both sides of a center.
- Equal arrangement on both sides of a line (horizontal or vertical) is bilateral balance.
- Equal arrangement around a central point is radial balance.
- Approximate symmetry is when similar but not identical forms are arranged around a center
asymmetrical balance
- Unequal weight on each side of the composition.
- One side might have a big thing, balanced by a few smaller things on the other side.
- More exciting and modern, with a sense of movement and energy.
- Harder to do because the relationships between elements are complex
the golden ratio
- The Golden Ratio, also called phi, is a mathematical concept and number (1.618033988749895...) derived from the Fibonacci sequence.
- It's found in nature, from tree leaves to seashells, and has been seen as a symbol of perfect beauty over centuries.
- Architects and artists have used it for balance in designs and paintings.
- For designers, illustrators, or digital artists, using the Golden Ratio can bring harmony, balance, and appeal to their work.
rule of thirds
- It's a guideline to add interest to designs, photos, or paintings.
- Divide the image into thirds horizontally and vertically.
- Place the main subject at the intersections or along the lines
emphasis and dominance
- Emphasis makes one thing stand out in a design.
- Colors, shapes, or value can be used to make something dominant
TOPIC 3: REPETITION AND MOVEMENT
Repetition: pattern and rhythm
- Repetition makes a design look active.
- Repeating design elements makes patterns and rhythm.
- Adding variety keeps it interesting and avoids boredom.
- Patterns make it visually exciting.
- variety is a slight change in elements and objects in a composition to avoid boring composition it can include varying angles, exposure, composition
movement
- Design directs how the eye moves.
- Motion happens when objects seem to move in an image.
- Shapes, forms, lines, and curves create the feeling of movement
hierarchy
- The way a design leads the eye in, around, and through a composition the path the eye follows.
-
It guides viewers to important information and helps navigate secondary
content
alignment
- Alignment is arranging elements so their edges or bodies line up.
- It makes the design look unified and stable.
- It can also guide someone through the design
TOPIC 4: HARMONY AND UNITY
harmony
- Harmony involves choosing elements with a common trait.
- Without variety, harmony turns into monotony.
- It ensures all design elements match a theme, style, or mood
- Unity means repeating certain elements like colors, shapes, or materials to unify the design.
- It happens when these elements balance well, creating a single, cohesive theme.
- Unity and harmony are related but serve different purposes in design.
- Scale compares the size of one object to others in a design.
- Proportion looks at the size of parts within an object compared to its other parts.
- Designers use scale and proportion to highlight or downplay ideals over time
- Scale is about the size and dimensions of objects compared to a specific measure.
- There are two methods to determine scale.
- actual measurement
- visual estimates based on comparison
- Dramatic deviation from normal scale adds visual interest and impact to a design.
proportion
- Proportion compares elements in a design by size, color, quantity, etc., essentially their ratio.
- Harmonious proportion means the elements have a correct size or quantity relationship.
- Using proportion effectively leads to harmony and unity in design
TOPIC 5: SYMBOL AND IMAGE
- Figurative Representation: Symbols that look like what they mean.
- Visuals: These are the actual images we see.
- Graphic Symbols: These are designs that represent ideas or objects.
- Pictorials: These are simple images that show what they mean in an easy way.
- Abstract: These symbols represent things with less detail, like stick figures for restrooms.
- Arbitrary: These don't look like what they represent; they have meanings we've agreed on, like colors or shapes.
- Words and pictures are important in design because they can support and reflect each other's meaning
TOPIC 6: VISUAL ANALYSIS
PRACTICAL
For this assignment we are to
- Choose one United Nations’ Sustainable Development Goal (UNSDG).
- Find an art/design work related to the chosen goal.
- Below the image, include credit details (title, artist/designer, year, size, medium, source link).
- Explain in 100-150 words why you selected the design for the UNSDG goal.
- List the design principles observed in the design
CHOSEN GOAL - SDG 14
What is SDG 14 about?
Sustainable Development Goal 14, "Life Below Water," aims to conserve and sustainably use the world's oceans, seas, and marine resources. It addresses the urgent need to reduce marine pollution, protect marine ecosystems, minimize ocean acidification, regulate fishing practices, and conserve coastal and marine areas. SDG 14 is a call for collaborative action to ensure the health and sustainability of the planet's oceans for economic, environmental, and social benefits. I chose this SDG as I have always had a passion for preserving the environment especially the ocean.
range from 15 feet long and 10 feet wide to seven feet long and eight feet high
detail of Greta the great white shark sculpture
THE ARTIST Angela Haseltine Pozzi is an artist and environmental educator known for founding the Washed Ashore Project, which uses beach-collected plastic debris to create sculptures of marine animals. Her work highlights the impact of plastic pollution on oceans and marine life. By blending art with environmental activism, Pozzi educates and motivates the public towards ocean conservation and reducing plastic waste, engaging communities in both the problem and its solutions
EXPLANATION ON WHY I CHOSE THIS ARTWORK
Design principles observed
- emphasis
- balance
- contrast
- unity
- proportion
- variety
FEEDBACK
see video on blog set up
add pictures to lecture notes
comment on chosen sdg goal and why I chose it and why I think its
important
find famous artist and artist background
FURTHER READING
law of connectedness
- Elements that are visually connected are perceived as being related or belonging together.
- This connection can be through lines, shapes, or other visual cues.
- It contributes to the perception of unity and organization in a design.
law of Prägnanz
- (also known as the Law of Good Figure or the Law of Simplicity):
- People perceive ambiguous or complex figures as simple and complete.
- Elements that move in the same direction or share a common motion path are perceived as part of a unified group.
- This law is based on the principle that objects moving together have a common purpose or relationship.
- It contributes to the perception of coherence and organization in dynamic visual displays
REFLECTION
experience: I found this task to be fun and simple. The lecture videos helped in helping me understand the design principles and they were very easy to follow.
observation: I noticed that I tend to dread watching lectures but once I start them the task is not as daunting. I also noticed that when I use the blurting study technique I am able to grasp what I am learning better.
findings: I noticed that its good to look for examples that demonstrate each design principle well in order to have a better understanding of the design principles. I wish I took this module earlier on in my first semester as I think the work I would have produced would have been better.
Overally I found through the lectures and my own research that this is a very important module and it gives a lot of insight on how to notice and appreciate a good design work as well as providing me a guide to creating interesting work.
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