GAN YI KIAN / 0374572
Design Principles / Bachelor of Design (Hons) in Creative Media
Task 1 / Exploration
LECTURES
Elements & Principles of Design
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Element of Design
individual "building blocks"
- Point
- Line
- Shape
- Form
- Texture
- Space
- Colour
Principles of Design
Organisational fundamentals that resulted from or guides the arrangement of the elements
- Contrast
- Balance
- Emphasis
- Rules of Third
- Repetition/Pattern/Rhythm
- Movement
- Hierarchy
- Alignment
- Harmony
- Unity
- Proportion
Contrast & Gestalt Theory
Contrast
- juxtaposition of two different elements.
- Without contrast, the visual experience becomes monotonous.
- Provide visual interest, emphasize key points, and express content.
- The human brain can perceive patterns, logic and structure.
- “Gestalt” means “shape” or “form” in German.
- Gestalt principles or laws are rules that describe how the human eye perceives visual elements.
- These principles are designed to show how to reduce complex scenes into simpler shapes.
- How the eye sees a shape as a single, unified form rather than the separate simple elements involved.
Principles of Similarity
- The human eye tends to see similar elements as a complete picture, shape, or group, even if the elements are separate.
- The brain appears to be able to associate elements with similar properties.
Principles of Continuation
- The human eye follows the paths, lines and curves of design, preferring to see a continuous flow of visual elements rather than individual objects.
Principles of Closure
- People perceive complete shapes by filling in missing visual information
Principles of Proximity
- The process of ensuring related design elements are placed together.
- Any unrelated items, should be spaced apart.
Principles of Figure/Ground
- Objects are instinctively perceived as foreground or background.
Law of Symmetry & Order
- Elements that are symmetrical to each other are considered a unified group, similar to the law of similarity.
Balance & Emphasis
Balance
- Distribution of visual weight.
- visual equilibrium.
- symmetrical or asymmetrical.
Symmetrical Balance
- Equal weight on either side of the center pivot.
- Elements on both sides of the central axis are evenly arranged to achieve bilateral balance.
- Create radial balance with evenly spaced elements around a center point.
- Approximate symmetry is an arrangement of equivalent but not identical forms around a pivot line.
Asymmetrical Balance
- Inconsistent visual weight on each side of the composition.
- One side of the composition can include one main element, while the other side can be balanced by several or more smaller focal points.
- More dynamic and interesting.
- Provides more visual changes, but the relationship between elements is complex and difficult to implement.
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| Fig 1.2 The Golden Ratio by The Math Learning Center(source) (11/2/2025) |
- Also called "phi"
- Use as a guide for creating visual balance in architecture and painting
- For designers, illustrators or digital artists. Environmental proportions can bring harmony, balance and structure to a piece, increasing its appeal.
Rule of thirds
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| Fig 1.3 Rule of Thirds by Interaction Design Foundation(source) (11/2/2025) |
- A guide to creating more vitality in design/photography/film/painting works
- Divided evenly into three parts horizontally and vertically, the subject is placed at the intersection of these lines
Emphasis and Dominance
- Used to create dominance and focus in a design work.
- Use elements for emphasis, such as color, shape or value to achieve dominance.
Repetition & Movement
Repetition Pattern and Rhythm
- Make a work of design seem active
- Creates rhythm and pattern within the work
- Variety is essential to keeping the pace exciting and active and avoiding monotony
- Pattern increases visual excitement by enriching surface interest
Movement
- The way a design leads the eye in, around, and through a composition
- Motion or Movement in a visual image occurs when object seem to be moving in a visual image.
- Movement in a visual image comes from the kinds of shapes, forms lines, and curves.
Hierarchy
- Hierarchy is the arrangement of content in a work to convey information and meaning
- Guide readers to important information and then navigate through secondary content
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.
- Creates a sense of unity and cohesion, which contributes to the design's aesthetic and perceived stability.
- Leading a person through a design.
Harmony & Unity
Harmony
- Elements with common characteristics
- Becomes monotony without variety
- All elements of the design fit together and follow the same theme, aesthetic or mood
Unity
- Repetition of particular elements
- A sense of oneness
- Different effect than Harmony
Scale and Proportion
Scale
- Size of one object in relation to the other objects
- Size and dimension of figures and forms relative to a specific unit of measure
- Two ways to determine scale: Actual measurement & Visual estimates based on comparison
- Architectural drawings and scale models application scale
Proportion
- Part of an object in relationship to other parts of the same object
- The relationship of two or more elements in a composition
Symbol, Word & Image
Symbol
- A sign, shape, or object that is used to represent something else
- can provide or convey information
Pictorial Symbols
- Image-related and simplified pictures.
Abstract Symbols
- Look like objects but less details
Arbitrary Symbols
- No resemblance at all to the objects or the ideas they represent
- Invented with the meaning constructed
- Based on geometric shapes and colors
- We have to learn
Word and Image
- Suitable and relevant
INSTRUCTIONS
Task 1: Exploration
For Task 1, We need to describe each of the design principles and select suitable design examples to demonstrate our understanding.
(Gestalt theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, Word and Image)
Principles of Similarity
The human eye tends to see similar elements as complete shapes, connecting the circles in the middle to look like arrows.
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Principles of Continuation
The human eye is designed to navigate continuous paths and lines.
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| Fig 2.2 Principles of continuation by Marta Kalumbula(source) (11/2/2025) |
Principles of Closure
People perceive complete shapes by filling in missing visual information, this one has the same color as the background and the character's clothes.
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| Fig 2.3 Principles of closure by Lancajt (source) (11/2/2025) |
Principles of Proximity
The process of ensuring that related design elements are grouped together
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| Fig 2.4 Principles of Proximity by Shopee(source) (11/2/2025) |
Principles of Figure/Ground
People instinctively see objects as foreground or background. In the above picture, you can see the famous brand Apple and its founder Steve Jobs as foreground and background respectively.
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| Fig 2.5 Principles of figure/ground by Pinterest(source) (11/2/2025) |
Law of Symmetry & Order
Elements that are symmetrical to each other are viewed as a unified.
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The juxtaposition of the completely different elements on the left and right creates a strong contrast and brings interest.
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Emphasis
This image uses different colors and poses to emphasize the subject and highlight the point.
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Balance
The left and right illustrations are displayed equally, which looks harmonious and balances the entire layout.
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Repetition
Use repeated semicircles to express this work, creating visual effects and interest.
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Movement
Use streamlined layout to lead readers' attention and create a flowing effect.
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Harmony & Unity
Use a single shape and color to repeat the typography to make the design look unified.
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Symbol
By designing a logo, symbol and shape and then giving it meaning, like this picture is the biohazard logo, which is usually used to warn of substances that may be biohazardous.
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| Fig 2.13 Symbol by Steven Heller(source) (13/2/2025) |
Word and Image
The juxtaposition of text and images can express more meanings. This poster uses text as the title, and then places an image below, allowing readers to receive information more effectively.
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| Fig 2.15 Water Lilies by Claude Monet(source) (13/2/2025) |
Title: Water Lilies (French: Nymphéas)
Artist: Claude Monet
Year: 1897–1898
Size: 75 x 100 cm
Medium: Oil on canvas
While I was searching for artworks online, I found Claude Monet’s Water Lilies series. Flowers have always been beautiful, not just for their ugliness but also for the meanings attached to them. I was immediately drawn to this particular painting which had a lotus in it. It is an artwork of the water lily pond at Monet’s home in Giverny, France. Under soft, natural light, the floating lotus leaves and water lilies bloom together in a design that would be a picture of nature. Monet, with amazing attention to oil painting the play of light and shadow, does a masterful job and makes the experience seamless and immersive. As soon as I saw this painting, I felt calm. The brushstrokes of Monet add fluidity to the composition, as the water moves slightly suggested by Monet’s brushstrokes. His Water Lillies series had a great influence on the process of development of art, in particular, it helped pave the way to the abstract expressionism. This piece has a meditative atmosphere that is expressed through itsagonal and color choices as well.
FEEDBACK
Week 1
General Feedback: Dr. Jinchi introduced us to this module and then told us which lecturer we belonged to.
Specific Feedback: I am under the Dr. Charles Tutorial Group.
Week 2
General Feedback: Dr. Charles gave feedback on everyone’s blogs, provided several senior examples for our reference, and reminded us that the deadline for task 1 is next week.
Specific Feedback: Keep working
Week 3
General Feedback: Every designer is a design theorist
Specific Feedback: Make the selected artwork larger.
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