Design Principles - Task 1: Exploration

13.02.2024- 21.02.2024/ Week 2-Week 3

Kelly Lau Jie Ning/ 0354839

Design Principles/ Bachelor of Design (Honors) in Creative Media

Task 1- Exploration

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INSTRUCTION

Recap

 

SDG 14 Life Below Water

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Task 1:Exploration

In this task, we need to put our picks and briefly describe one goal from the United Nations 

Sustainable Development Goals (UNSDG). We must also recap the design principles: gestalt theory, contrast, emphasis, balance, repetition, movement, harmony & unity, symbol, word and image. After we pick the goal, we need to 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. After that we need to explain the artwork in about 100-150 words, why we chose that design about the UNSDG goal and list the design principles you observed in that design.

Recap 

Elements of Design

1. Point

2. Line 

3. Shape

4. Form 

5. Texture

6. Space 

7. Colour

Fig 6.1 Elements of design

Design principles

1. Gestalt Theory: The Gestalt principles focus on how humans perceive visual elements as a whole rather than as individual parts. Key principles include proximity, similarity, continuity, closure, figure-ground, symmetry, common fate and prägnanz relationships.

    a) Law of Proximity: This law states that objects or elements that are close to each other are perceived as belonging together. In design, placing related elements near each other enhances the connection between them and promotes a sense of unity. 

Fig 6.2 Example of Law of Proximity

    b) Law of Similarity: The Law of Similarity posits that elements sharing similar visual characteristics, such as shape, size, colour, or texture, are perceived as part of the same group. Designers can use similarity to create patterns and highlight relationships between elements. 

Fig 6.3 Example of Law of Similarity

    c) Law of Continuity: The Law of Continuity states that elements arranged in a continuous line or a smooth curve are perceived as more related than those with abrupt changes in direction. Designers can use this principle to guide the viewer's eye along a visual path or emphasize a sense of flow.

Fig 6.4 Example of Law of Continuity

    d) Law of Closure: The Law of Closure suggests that when presented with incomplete or fragmented visual information, our brains tend to perceive it as a complete and recognizable whole. This principle allows designers to use negative space creatively and engage the viewer's imagination.

Fig 6.5 Example of Law of Closure

    e) Law of Figure-Ground: This law describes how we naturally perceive objects in terms of a figure (the object of focus) and a ground (the background). Designers can manipulate figure-ground relationships to create visual interest and highlight specific elements within a composition.

Fig 6.6 Example of Law of Figure-Ground

    f)Law of Symmetry: The Law of Symmetry suggests that our minds perceive symmetrical arrangements as more stable, balanced, and orderly. Designers can use symmetry to create a sense of harmony and formality in their compositions.

Fig 6.7 Example of Law of Symmetry

    g)Law of Common Fate: The Law of Common Fate posits that elements perceived to be moving in the same direction are grouped together. This principle is often employed in design to convey a sense of dynamic movement or unity among related elements.

Fig 6.8 Example of Law of Common Fate

    h) Law of Prägnanz: Prägnanz, meaning "good figure" in German, is an overarching principle suggesting that our perception tends to organize stimuli into the simplest and most stable form possible. People naturally prefer clear, simple, and organized visuals, and designers can leverage this preference to communicate effectively. 

Fig 6.9 Example of Law of Prägnanz

2. Contrast: Contrast involves the juxtaposition of different elements to create visual interest and emphasize differences. This can include variations in colour, size, shape, texture, or other visual qualities.

Fig 6.10 Contrast 

Fig 6.11 Contrast

3. Emphasis: Emphasis is about highlighting certain elements to make them stand out. It helps guide the viewer's attention and create hierarchy within a design.

Fig 6.12 Emphasis

4. Balance: Balance refers to the distribution of visual weight in a design. There are three types of balance: symmetrical (even distribution), asymmetrical (uneven distribution), golden ratio (representative of perfect beauty) and rule of third (divided evenly into thirds).

Fig 6.13 Symmetrical balance

Fig 6.14 Asymmetrical balance

Fig 6.15 The golden ratio

Fig 6.16 Rule of thirds 

5. Repetition: Repetition involves using similar visual elements throughout a design to create consistency and unity. It helps establish a rhythm and reinforces the overall theme.

Fig 6.17 Repetition in pattern

6. Movement: Movement guides the viewer's eye through a design, creating a sense of flow and direction. It can be achieved through visual elements like lines, shapes, or directional cues.

Fig 6.18 Movement

7. Harmony & Unity: Harmony and unity involve bringing together diverse elements in a design to create a cohesive and visually pleasing whole. Consistency and a sense of connection between elements contribute to this principle.

Fig 6.19 Harmony

Fig 6.20 Unity

8. Symbol: The use of symbols involves creating visual representations that convey specific meanings or concepts. Symbols can be powerful communicators, adding depth and layers of meaning to a design.

Fig 6.21 Pictorial symbols

Fig 6.22 Abstract symbols

Fig 6.23 Arbitrary symbols

9. Word and Image: The combination of words and images in design involves using both text and visual elements to convey a message. Effective integration of text and imagery enhances communication and storytelling.

Fig 6.24 Word and image

10. Hierarchy: the choreography of content in a composition and it directs viewers to the most important information first.

Fig 6.25 Hierarchy

11. Alignment: Alignment creates a sense of unity and cohesion, which is perceived as stability and leading a person through a design.

Fig 6.26 Alignment

12. Scale and proportion: Scale used to specify or illustrate details based on the relative sizes of objects and proportion often results in harmony and unity

Fig 6.27 Scale and proportion

SDG 14 Life below water
The Sustainable Development Goal I chose is SDG 14 life below water. This goal addresses various challenges facing marine ecosystems and calls for concerted global efforts to protect and preserve aquatic life. Oceans provide a range of ecosystem services, including oxygen production, carbon sequestration, and water filtration. The health of marine ecosystems directly impacts these services, influencing the overall well-being of the planet. Therefore, SDG 14 is very important. Furthermore, Many communities around the world have deep cultural and spiritual connections to the oceans. SDG 14 recognizes the cultural importance of marine environments and aims to protect and sustainably manage these areas, respecting the traditions and identities of coastal communities. In conclusion, SDG 14 is critical because it underscores the interconnectedness of human well-being with the health and sustainability of life below water.

Fig 7.1 Another Reality by Catpaku on 14 August 2020

Do you think the roads are designed for people or fish? This artwork was created by Catpaku. I chose this artwork because it reminded us the life of the ocean is also a part of our earth. We as humans should protect the ocean and co-exist peacefully with marine life. This artwork is related to SDG 14 life below water. This is because SDG 14 also give awareness to people should protect the ocean. Then, the design principles that I observed in the design are balance, emphasis, movement, repetition and harmony & unity.