Design Principle GCD60804

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 08.02.2024 - Ending week (Week 1 - Week 7)

Reynard Wu / 0366763

Design Principles GCD60804 / Bachelor of Design (Honours) in Creative Media


INSTRUCTION



LECTURES
Design Communication is about utilising design to convey purposely messages to a target audience.

ELEMENTS OF DESIGN 

  • Point: Point is the simplest of all and used as repetitive mark form a line.
  • Line: Line can be active or static, aggressive or passive, sensual or mechanical and also line can define direction and boundaries.
  • Shape: Shape could form into 2-dimensional area or within the 3-dimensional object, and there are 2 general category shapes geometric an organic.  
  • Form: Form is a 3-dimensional area, when form ecloses space the space inside is called volume, and form is a major element used in architecture and sculpture.
  • Texture: Texture can be experienced by touching it or through visual suggestion.
  • Space: Space is indefinable, empty space is around us
  • Colour:  colour is the Light wavelengths that the human eyes receives and processed froma reflected source

PRINCIPLES OF DESIGN

  1. Contrast
  2. Balance
  3. Emphasis
  4. Rules of third
  5. Repetition
  6. Movement
  7. Hierarchy
  8. alignment
  9. Harmony
  10. Unity
  11. Proportion
Principles of design are guides of arrangement of the element.

CONTRAST
  • Contrast is one of the important things in design because without contrast the visual experience would be monotonous.
  • Contrast can provide visual interest.
  • Contrast is juxtaposition of strongly dissimilar element. 
GESTALT THEORY
  • Gestalt is referred to "shape' or "form" in German.
  • Human brain is wired to see patterns, logic, structure.
  • Gestalt laws are rules that describes how the human eyes perceives visual elements.

PRINCIPAL OF SIMILARITY

  • Similar elements in a design are seen by the human eye as a whole image, form, or group.
  • The brain is most likely to create a connection between comparable items.

PRINCIPAL OF CONTINUATION
  • The human eye follows the routes, curves, and lines seen in design, and it prefers to view an uninterrupted stream of visual components over isolated things.

PRINCIPAL OF CLOSURE
  • Every human eye prefers to view the whole shape

PRINCIPAL OF PROXIMITY
  • This is a procedure to make sure that design elements that are positioned together are connected. Items in close proximity indicate relationships or connections, and they come together to form a single visual unit that helps to structure or organize the arrangement

PRINCIPAL OF FIGURE / GROUND
  • Things are automatically interpreted as being in the background or foreground. 


LAW OF SYMMETRY AND ORDER
  • According to this law, items that are symmetrical to one another can be identified as a single, cohesive group. 



TOPIC 2 : BALANCE AND EMPHASIS


BALANCES
  • Distribution of visual weight in a work of design 

SYMMETRICAL BALANCE
  • Has the same weight on both sides of centrally

ASYMMETRICAL BALANCE
  • More dynamic and more interesting
  • Greater complexity and visual diversity among the components
  • Each side doesn't have the same visual
  • More minor focal elements on the opposite side of the composition could balance the strong element on one side.

THE GOLDEN RATIO
  • Used to bring Harmony, Balance, and Structure
  • Representatives of perfect beauty
  • In mathematics, this is referred to as phi, and its number is 1.618.
  • A guide to create visual balance in both architecture and paintings.

RULE OF THIRDS
  • Divided equally into thirds.
  • Composition guidelines used to create more dynamism on design, photography, film, and paintings.

EMPHASIS
  • Used in design work to establish focus and dominance.
  • Many varieties of Elements that can be used to create emphasis.



TOPIC 3: REPETITION AND MOVEMENT


REPETITION
(Pattern and Rhythm)
  • Avoid monotony.
  • Design components that are repeated produce rhythm and pattern.
  • By enhancing surface interest, patterns heighten visual excitement.
  • Repetition makes work of design seem active.

MOVEMENT
  • The movement in visual image comes from shapes, forms, lines, and curves. 
  • The path that human eye follows whether it's in, around, and through a composition.
  • Motion/movement occurs when objects seem to be moving in visual image.



TOPIC 4: HARMONY AND UNITY


HARMONY
  • Harmony becomes monotony without variety.
  • Selection of elements that share common trait.
  • The sense of all the elements of our design fit together. For example, theme, aesthetic style and mood 

UNITY
  • A sense of oneness
  • Play distinct roles in the way we experience design.
  • The Repetition of particular elements in design like colors, shapes, or materials.

SCALE AND PROPORTION
  • Use to depict or distract the ideal of design.
  • Both are design elements that have to do with size. 
  • Parts of an object in relationship to other parts of the same object 
  • Size of one object in relation to the other objects in design or artwork

SCALE
  • Determined in two ways, actual measurement and visual estimates based on comparison. 
  • Size and dimension of figures and forms relative to specific unit of measure.

PROPORTION
  • Compared in size, color, quantity, degree, setting, and ratio.
  • Relationship of two or more elements in a composition



TOPIC 5: SYMBOL, WORD, AND IMAGE


SYMBOL
  • To provide or convey information.
  • Sign, shape, or object used to represent something else.

PICTORIAL SYMBOLS
  • Symbols that used image-related and simplified pictures

ABSTRACT SYMBOLS
  • Symbols look like objects that represent but doesn't have many details.

ARBITARARY SYMBOLS
  • Made with specific meaning, based on geometric shapes and colours.
  • Doesn't have the resemblance to objects or ideas they represent. 

WORD AND IMAGE
  • Images have a crucial role in design. For this reason, when creating, it's critical to utilize appropriate and pertinent imagery. 
  • Choosing right words to deepen the meaning of design. Suitable typeface putting it in strategic positioning result in visual hierarchy and balance in design.


TASK 1



Out of 17 goals I choose life below water which is the 14th goal of UNSDG. This goal is to take realization and raise awareness about those living creature below water, who get affected by our action by throwing garbage onto the sea or river. I chose this goal because as what i feel as years goes by our ocean are become more polluted whether it's by oil leaks or garbage disposal. 

The Design principle that I observed in this particular picture are the shark emphasis in the garbage polluted ocean. This picture is considered as asymmetrical balance because the bottle and the other garbage beside the shark are supporting features to this picture. And the bottle emphasis as a pollution that harming the shark. The shark wanted to eat the bottle because the lack food source around them because of the plastic waste.

(60) Pinterest

TASK 2


Observation: 

 The artwork is spotlighted to the mermaid in the middle of the picture and surrounded by trash and plastic waste. The plastic waste in the picture is starting to sink down to the ocean floor and causing damage to the corals and ocean environment. we can see that the sunlight is spotlighted to the mermaid as if the mermaid is the main object in this artwork. 

Analysis: 

The poster is asymmetrical, the silhouette of the cave wall curves and the corals inside the inner side of the cave wall. The sunlight that enters the water showed a perfect harmony and contrast to the picture, as the light go deeper it is starting to be fading and the shadows of the plastic waste and garbage really pictured the ratio of the exposed light and the darkness of the ocean floor. The mermaid emphasis in the plastic waste polluted area with her pet fish and lobster. The bubbles around the mermaid are important supporting features in this artwork.

Interpretation:

this poster is posted by Beth Hopp in boredpanda.com (website).


TASK 3
(week 6 - week 7)

VISUAL REFERENCES:


Figure 1.1
Visual references




Figure 1.2
Visual references




Figure 1.3
Visual references



SKETCHES
SKETCHES 1.1


SKETCHES 1.2


SKETCHES 1.3



DESIGN

Raising awareness for underwater living creatures is crucial for the health of our oceans and the planet as a whole. These diverse ecosystems host an incredible array of life forms, from microscopic plankton to majestic whales, yet they face numerous threats including pollution, overfishing, and oil leaks. By educating our future generation about the importance of marine biodiversity, we can teach them how to maintain and take action to protect these vulnerable creatures and their habitats. Initiatives such as organizing beach clean-ups, supporting sustainable seafood choices, and advocating for marine protected areas can make a significant difference in preserving underwater ecosystems. Through educational campaigns, documentaries, and community outreach programs, we can foster a deeper appreciation for the beauty and significance of underwater life. And by spreading awareness and realization our future generation may realize that our underwater ecosystem was important for our planet. we can ensure a healthier future for our oceans and all the creatures that call them home. I chose design 1.1 because it's really resembling our sea turtle condition right now. The sea turtle population kept declining because human causes like destroying their home and throwing waste to the ocean, so the sea turtle got caught with plastic waste. So, the plastic bag around the turtle resembles about every sea turtle that got caught or strangled in plastic net or straw. Furthermore, promoting responsible tourism practices, such as snorkeling and scuba diving with reputable operators who prioritize conservation, helps minimize human impact on fragile marine environments.





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