Design Principles / Exercise 2

31/08/2021
Esther Vanessa [0350751]
Design Principles
Exercise 2

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LECTURE 2

Balance & Emphasis

Balance

• Doesn't just mean equal in design
• Distribution of visual weight - visual equilibrium of the elements
• Can be symmetrical and asymmetrical
• Symmetrical 
• Equal “weight” of a centrally placed focus
• Equal arrangement of elements on either side of central axis (horizontal or vertical) - bilateral balance
• If the elements are around a central point – radial balance
• Approximate symmetry – equivalent but not identical are arranged around fulcrum line

Figure 2.1 Application of artwork with bilateral balance

• Asymmetrical Balance
• Unequal visual weight
• One side maybe more dominant, which could be balanced by a couple or more lesser focal points
• More dynamic and interesting, more visual variety even if it’s harder to achieve

Figure 2.2 Artwork using asymmetrical balance

• The Golden Ratio
• Known as phi, is a mathematical concept 
• Comes from the Fibonacci sequence 
• Representative of perfect beauty, uniquely found throughout nature
• Guide to create visual balance
• Can be used to bring harmony, balance and structure

Figure 2.3 Golden ratio principle found in nature

Figure 2.3 Golden ratio principle found in commercial ads

• Rule of thirds
• is a composition guideline
• Image split evenly into thirds. Subject of image is placed at the intersection or along the lines

Figure 2.4 Rule of thirds applied in photography

Emphasis and Dominance

• Creating dominance and focus using various elements
• Elements include color shapes and value

Figure 2.5 Emphasis found on the melting clocks of this artwork

Figure 2.6 Emphasis on the huge cherry of this statue

Figure 2.7 Emphasis on flowers and bird on this Chinese painting

LECTURE 3

Repetition & Movement

Repetition

• Creates pattern, variety, more dynamics and movement
• Close composition - can see all the subject matter in an enclosed space
• Open composition - repeated image, suggesting there's continuation outside the space
• Has to stay in the same theme of the design

Figure 2.8 Artwork using close composition

Figure 2.9 Artwork using open composition

Movement

• The way a design leads the eye in, around, and through a composition – the path eye follows
• Objects in the image seems to be moving

Figure 2.10 Movement found in artwork

Figure 2.11 Movement found in a movie poster, in which it moves from writing to character

• Hierarchy
• Choreography of content in a composition
• Directs viewers to the most important information first
• Referring to Figure 2.10, it uses red for the brand color and important buttons. First thing we see is the name of the company (even if it’s small) – second is the hire the best service providers (it is big, white and set against the background of two people working with the corporate color)

Figure 2.12 Hierarchy application in website design

• Referring to Figure 2.13, Visual hierarchy starts with product - product name - smaller info such as ingredients - information of how long, how many calories and so on

Figure 2.13 Hierarchy in food delivery application design

• Alignment
• Placement of elements that edges line up along common rows or along a common center 
• Creates sense of unity and cohesion – perceive as stable
• Leading a person through a design
• Referring to Figure 2.14, elements are divided into aligned to the right and aligned to the left

Figure 2.14 Alignment in a website design

• Referring to Figure 2.15, important information aligned to the left

Figure 2.15 Alignment in a toy box design

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TASK

We are asked to choose two principles from Emphasis / Balance / Repetition / Movement and we will need to create one design from each principle. For my work this time I chose Emphasis and Movement.

On the Emphasis principle, I tried doing research and looked around the internet for artworks. 

Figure 2.16 Artwork with Emphasis Principle

This artwork shows emphasis on the red moon amongst the dead and skinny trees. It inspired me to do some type of artwork using a similar concept. I also found another artwork that showed emphasis on a huge eye.

Figure 2.17 Artwork also on the principle of Emphasis

Trying to concept out the two artwork I'm inspired with, I come up with an idea to do a huge mountain with a huge blood moon in the back with an eye on the moon. I put an eerie eye to put an emphasis over it looking over the mountain.

Figure 2.18 The final outcome of my idea (11/09/2021)

As for the principle repetition, I decided to do a classic koi fish painting we have all know and familiar with. 

Figure 2.18 Artwork that utilize the repetition principle 

So I started sketching out on what type of repetition I want to create using the koi fishes. 

Figure 2.19 First Sketch of what I want the artwork to look like

Then I proceed to continue and digital paint of the artwork and produced the design. 

Figure 2.20 Outcome of the idea (11/09/2021)

After receiving some final remarks from Sir Charles, I proceed to fix the tails of the fishes and made some changes to the backgrounds, making it look more realistic.

Figure 2.21 Final result of the artwork applying the repetition principle (15/09/2021)

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FEEDBACK

On Emphasis design, I did really well in showing the emphasis and I am in the right track for the submission. So does the Repetition Artwork. However, on the repetition I can try and fix the tails of the fishes so they don't look like as if they are 'bitten' and also to create better ripple effect for the background of the water. The background color for the water could also be better.

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REFLECTION

On these two projects, I've learnt a lot more about design principles. It is for me to understand that one's artwork may incorporate more than one principle. Therefore it is also important to not start working on artworks with only the specific principle in mind. After all, art is still free and the principles are not there as rules but more as a guide to create better artworks that might be more pleasing to the eyes of the public.