Design Principles - Task 1 : Exploration
09/02/2026 - 27/02/2026 (Week 2 - Week 4)
Chan Xin Yean, 0377851
Design Principles
Task 1
TABLE OF CONTENTS
1. Lectures
2. Instructions
3. Exploration
4. Final Write-up
5. Feedback
LECTURES
Lecture 0 : Introduction
Elements of Design (Individual Building Blocks)
- Point - simplest element of design and used as repetitive mark forms a line
- Line - can be active or static, aggressive or passive, sensual or mechanical, can indicate directions, define boundaries and imply volumes
- Shape - expanse within outline of 2 dimensional area and has 2 generic category ( geometric & organic)
- Form - 3 dimensional area that has volume (enclosed space)
- Texture - tactile qualities of surfaces or the visual representation of those qualities and also has 2 categories (actual & simulated/implied)
- Space - indefinable, general receptacle of things
- Colour - visual byproduct of the spectrum of light ( Hue, Value, Intensity) Colour grouping that provide distinct colour harmonies are called colour schemes. Monochromatic are based on variations in the value and intensity of a single hue. Analogous colour schemes are based on colours adjacent to one another on the colour wheel. Complementary colour emphasise two hues directly opposite of each other.
Principles of Design (Organisational Fundamentals)
- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition/Pattern?rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
Lecture 1 : Contrast and Gestalt Theory
Contrast is the juxtaposition of strongly dissimilar elements. It grabs a viewer's attention and is often found in many creative disciplines which includes photography, graphic design, interior design and etc. It provides a focal point of an idea.
Gestalt theory is related to how human brain is wired to recognise patterns and simplify complex images when viewing objects. It shows how complex scenes can be simplified and explains how human eyes perceive shapes as a single united form.
Principle of similarity: The eye naturally groups similar elements in a design together, even if they are apart. The brain automatically connects things that look alike. For example, words in bold are grouped together as important information, while normal-weight text is seen as another group.
Principle of Continuation: The human eye naturally tracks lines and curves in a design, favouring a seamless visual flow instead of separate, unrelated elements. For example, in websites, when elements are aligned in a straight row or column, your eyes follow them in order from left to right or top to bottom.
Principle of Closure: The human eye prefers to see complete shapes. When visual elements are incomplete, the viewer naturally fills in the missing parts to perceive a whole form. For example, some logos use negative space (like the FedEx arrow). Even though the arrow isn’t outlined, you still see it.
Principle of Proximity: Proximity means placing related design elements close together and keeping unrelated items apart. When things are near each other, we see them as connected and part of one group. This makes the layout clearer and more organised. For example, in forms, labels are placed close to their input fields so users know which label belongs to which box.
Principle of Figure/Ground: Objects are naturally seen as either in the foreground or background. Some appear prominent and stand out in front, while others seem to recede into the back. For example, in most movie posters the characters’ faces or main scenes are in the foreground, with landscapes, explosions, or cityscapes fading into the background.
Principle of Symmetry&Order: Elements that are symmetrical are naturally seen as a single, unified group. Like the law of similarity, it suggests that objects with symmetry are more likely to be grouped together than those without. For example, symmetrical logos (like the Chanel or McDonald’s arches) are seen as a unified design.
Lecture 2 : Balance & Emphasis
Balance is the distribution of visual weight in a design that causes the total image to have a visual equilibrium. It can be symmetrical or asymmetrical.
Symmetrical Balance: Has the same weight on equal sides ( horizontal or vertical) of a centrally placed fulcrum. Radial balance is achieved when elements are arranged equally around a central point. Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
Asymmetrical Balance: Has unequal visual weight on each side of a composition with one side usually contain dominant element and the other with lesser focal points. It offers more visual variety although difficult to achieve.
The Golden Ratio is a mathematical concept that comes from the Fibonacci sequence. It is a naturally occurring sequence of numbers that can be found everywhere. It is the representative of perfect beauty and acts as a guide to create visual balance in architecture and paintings. It is also used to bring harmony, balance and structure to a design.
Rule of Thirds is a composition guideline to create dynamism to a design work. It divides an image evenly into thirds both horizontally and vertically and the subject of image is placed at intersections of those lines.
Emphasis is used to create dominance and focus in a design work by using colour, shapes or value.
Lecture 3 : Repetition & Movement
Repetition creates rhythm and pattern within the work and could make the design seem active. Variety is important to keep rhythms exciting and pattern increases visual excitement by enriching surface interest.
Movement leads the human eye in, around and through a composition. It occurs when objects seem to be moving in a visual image and comes from the kinds of shapes, forms, lines and curves used.
Hierarchy is the choreography of content in a composition to communicate information. It directs the viewers to the most important information first and navigate through the secondary content.
Alignment is the placement of elements so that the edges line up along common rows or columns and creates a sense of unity and cohesion which contributes to the design.s overall aesthetic. It could also lead a person through a design.
Lecture 4 : Harmony & Unity
Harmony involves the selection of elements that share a common trait which becomes monotony without variety. It makes all the elements of the design fit together.
Unity refers to the repetition of particular elements with colours, shapes or materials. It gives visual balance and a sense of oneness to create a theme.
Scale and Proportion are both design elements that involves sizes. Scale is the size of an object in comparison to the other objects. Proportion refers to the size of the parts of an object in relation to other parts of the same object with respect to size, colour, quantity, degree, setting etc.
Lecture 5 : Symbol, Word & Image
Symbol is a sign, shape or object that is used to represent something else. It can provide or convey information. There are 2 types figurative representations, visuals and graphic symbols ( pictorial, abstract & arbitrary)
Pictorial Symbols: Image-related simplified pictures
Abstract Symbols: Less detailed representation of an object
ArbitrarySymbols: No resemblance of the representation of an object, invented with meaning.
Abstract Symbols: Less detailed representation of an object
ArbitrarySymbols: No resemblance of the representation of an object, invented with meaning.
Usage of suitable and relevant images are important when designing and is a vital part of a design, no matter printed or digital. Choosing the right words to match with the image is essential to deepen the meaning of a design. With suitable typeface and strategic positioning one can create visual hierarchy and balance in a design.
INSTRUCTIONS
Figure 2.0 Module Assessment Tasks
Figure 2.1 Module Information
EXPLORATION
Gestalt Theory
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| Figure 3.0 Gestalt theory, Week 2 (12/02/2026) Source: Pinterest |
Gestalt theory describes how the people's eye simplify complex visuals to a united form. This chosen design uses the Principle of Figure/Ground where objects are identified as being in the foreground or the background. In this design, the eaten black and white apple stands out prominently against the red background, but if the focus is shifted to the bright red colour, two side profiles of humans can be identified. This change in focus shows that the way people see things can vary depending on what they choose to pay attention to.
Contrast
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| Figure 3.1 Contrast, Week 2 (12/02/2026) Source: Google |
Contrast refers to the comparison of strongly different elements which is achieved by using different colours, sizes, shapes and more. The selected poster of the The Scorch Trials movie uses colour as the contrasting element as the orange coloured illustration of the desert contrasts against the black background. This also directs the viewers attention towards the brightly coloured slit in the middle as soon as they look at this poster.
Emphasis
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| Figure 3.2 Emphasis, Week 2 (12/02/2026) Source: Tumblr |
Emphasis is utilised to create focus in a design by using various visual elements such as colours and shapes. In this artwork, the character with the blue outlines and hair with orange skin colour stands out from the other orange outlined characters that are surrounding him, using the different colours (the colour blue and orange) to create emphasis. Besides that, the pose of the character grabbing his sling bag differs from others whom appears to be standing straight, which also creates focus towards the character. The blue outlined character is also further emphasised by the blue words on the bottom right side of the artwork.
Balance
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| Figure 3.3 Balance, Week 2 (12/02/2026) Source: Pinterest |
Balance describes how visual weight is distributed in a design. This image utilises symmetrical balance as the star is evenly divided along the vertical axis in the middle. The usage of the black and white space is evenly divided to the left and right of the axis which further creates balance.
Repetition
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| Figure 3.4 Repetition, Week 2 (12/02/2026) Source: Google |
Repetition is achieved when same elements are used again and again which creates rhythm and patterns to the design work. This design work utilises the repeated usage of spoons that are arranged orderly surrounding the plate in the middle which creates a radial repetition and directs the viewers attention to the plate.
Movement
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| Figure 3.5 Movement, Week 2 (12/02/2026) Source: X |
Movement refers to how a design can lead the viewers eye in a path which makes objects appear like they are moving. In this poster, the large purple flowing curves at the top of the poster that becomes smaller when its close to the glowing star creates a natural visual rhythm that directs the viewer's attention from the upper corner towards the centre. Besides that, the glowing star that acts as a focal point to the purple curves creates a clear direction to the viewers and makes the star seem to be falling from the top.
Harmony & Unity
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| Figure 3.6 Harmony & Unity, Week 2 (12/02/2026) Source: Nibera Visuals |
Harmony refers to all of the elements that share the common traits while unity refers to the repeated use of a specific elements using either colours, shapes or materials. In this chosen design, there is the use of different shapes which is circular ball and stairs that are in different colours and sizes. Although the colours used are different but they share the same value and intensity of colours. Besides that, the repeated usage of circular shapes and stairs makes the design look cohesive and well-organised.
Symbol
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| Figure 3.7 Symbol, Week 2 (12/02/2026) Source: Freepik |
Symbol is visual elements that is used to represent an idea, object or a concept. This chosen symbol is the symbol for radiation. It is an arbitrary symbol as it has no resemblance at all to the object that it represents. It uses shapes and colours to create a meaning in which people have to learn to understand the symbol.
Word & Image
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| Figure 3.8 Word & Image, Week 2 (12/02/2026) Source: Pinterest |
Word and image gives meaning and creates visual communication to the design work. This design work shows a hand holding a old cell phone that covers a little part of the large sized words "CAN WE TALK?" highlighted in orange. The main image and the main text works together as it correlates to one another although the background is a picture of a natural environment. Besides, the vintage filter that is used in this design emphasises more on the cell phone that is placed in the middle of the design.
FINAL WRITE-UP
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| 人山人海 Illustrated by Robin Yao Published on 4th May 2017 Digital Illustration 1158 × 1573 px Source: Tumblr |
This artwork expresses how it feels to be anxious in crowded environments. I chose this piece because I can personally relate to the feeling of anxiousness in cramped and noisy places. The illustration effectively portrays the feeling of being overwhelmed from the slightly blurred figures in the background. Besides that, I liked how the artist used a contrasting blue colour to emphasise on the anxious main character and how the skin of the him is coloured which differs from the others. The small drops of sweat on his face and arms also depicts how anxiety could affect a person physically, showing that it is not only an emotional state but also a bodily reaction. Furthermore, the words "人山人海" on the bottom right side of the illustration describes an extremely crowded places. It highlights the main character by using the same colour blue and shifts the perspective of the viewers to portray the sensory overload that one gets from packed areas.
Here are the design principles that is prominently used in the illustration:
- Emphasis: The deep blue colour for the outline of the main character and the matching blue words at the bottom right emphasises on him. In addition, the pose of gripping his sling bag also differs from the others who are standing upright, drawing more attention to him.
- Contrast: The colour contrast between red and blue is prominent in this artwork with the warm red tones dominating the composition, while the cool deep blue creating separation and tension.
- Repetition: The repeated shapes and the red colour of the characters portrays the idea of uniformity which enhances the feeling of monotony and crowd pressure.
- Gestalt Theory (Principle of Similarity): The usage of red outlines and simplified facial features for the characters makes them appear as a unified group.
- Word & Image: The text on the bottom right side "人山人海" correlates with the illustration of overcrowding and supports the image's narrative.
- Asymmetrical balance: Both sides (left and right) is not mirrored to each other with the presence of only one main character that differs from the rest.
- Movement: The dense arrangement of figures guides the eye throughout the composition, with all of the characters facing the front it makes the viewers assume that they are moving towards the bottom of the artwork
- Harmony and Unity: Not particularly strong, as the words at the bottom right are placed very close to the edge and there are no matching elements on the top left or bottom left to balance the composition. However, some harmony can be seen through the consistent outline style, limited colour palette (red and blue), and repeated character designs that visually connect the artwork to also form unity.
FEEDBACK
Week 2
After showing teacher the chosen artworks, teacher said all the chosen artwork is fine.
Week 3
After showing teacher my descriptions for all the chosen art work, teacher said that it was good. I can continue to choose the final art work that I want to do in the final write up.
Week 4
After showing teacher my descriptions for the final write up, teacher suggested that I could use the design principles listed in Task 1 to Task 2. Other than that, everything was fine.
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