Design Principles / Exercise 1
Esther Vanessa [0350751]
Design Principles
Exercise 1
LECTURE
Lecture 1.1
Visual communication is about using design to send out a message to a
certain target audience, design must be well though out and executed. It
is important to learn and apply the elements and principles of design.
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| Fig 1.1 Elements and Principles of Design |
Elements of design in the individual building blocks, principles are the fundamentals that resulted from the
arrangement of elements.
- Point
- Simplest element of design
- Line
- Can indicate direction, define boundaries, imply volumes or masses, suggest motion or emotion
- Can be grouped to depict qualities of light and shadow to form patterns and texture
- Shape
- Two general categories of shapes
- Geometric (precise and regular): circles, squares, triangles, etc
- Organic (irregular, often curving or rounded, seemed more relax than geometric)
- Form
- Three dimensional area
- When form encloses space, it is called volume
- Form must be implied in 2D media (drawing, or painting)
- Texture
- Tactile qualities of surfaces or representation
- Two categories:
- Actual (experienced by touch)
- Simulated or implied (created to look like the real texture)
- Space
- Within the boundaries, an infinite number of spatial qualities can be implied
- Defined by height and width
- In 3D cases: From the outside, we experience mass. From the inside, we experience volume
- In graphic design : space can be defined as positive (filled space) and negative (empty space)
- Color
- Light wavelengths that human eye receives and processes
- Three variables :
- Hue : color of the spectrum (yellow, green, red)
- Value : lightnesss or darkness from white through greys to black
- White produces a tint, adding grey result in a tone, Black added produces shade
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| Fig 1.2 Example of tint tone and shade |
- Intensity: saturation or chroma (purity of hue)
- Pure hue is the most intense form of a given color, it is the hue in its highest saturation, in the brightest form
- With pigment (black white or grey) of another hue is added to a pure hue, its intensity diminishes and is dulled
- Color groupings : color schemes
- Monochrome - variation within a single hue
- Analogous - based on colors adjacent to one another on color wheel, contains the same pure hue
- Complementary - emphasize two hues directly opposite in the color wheel
Contrast
- Juxtaposition of strongly dissimilar elements
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| Fig 1.4 Example of a contrast artwork (By: Dorota Politowska) |
In the case of the painting above that I found on the internet, the color
black and white showed contrast.
Gestalt Theory
- Rules that describes how the human eye perceives visual elements
- Aim to show how complex scenes can be reduced to more simple shapes, shapes as a simple united form
- Principle of similarity
- Human eye tends to perceive similar elements in a design as a complete picture shape or group - brain craft a link between elements of a similar nature
- Principle of continuation
- Human eye follows paths and see as a continuous flow
- Principle of closure
- Human eye prefers to see completed shapes; they can fill in missing visual info
- Principle of proximity
- Ensuring related design elements are placed together (unrelated elements should have some space apart)
- Principle of figure/ground
- Objects are perceived as either in the foreground or background (the figure: in front; the ground: in the back)
- Law of symmetry and order
- Elements that are symmetrical to each other - perceived as a unified group
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| Fig 1.5 Law of symmetry |
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| Fig 1.6 Gestalt Law |
TASK
We were assigned to create 2 design ideas based on research, applying
the contrast theory and gestalt theory on the other.
For the contrast artwork, I did some research on Pinterest and found a
couple of interesting artworks.
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| Figure 1.7 Drawings from KEP GHAK YouTube channel |
From figure 1.7, the contrast made from the artist is the black background that includes the building an the palm tree versus the colorful sky and sea. I'm inspired by the work to do something similar for my artwork, although I'm thinking of a different concept with different color schemes.
After a couple more browsing, I found pictures of sunsets for
inspiration.
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| Figure 1.8 Smoky Mountain Sunset art print by Andrew Soundarajan |
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| Figure 1.9 the famous Up movie tree scene |
Inspired by the famous scene from the Up movie, I decided on a concept
to draw a person in front of a huge tree to create contrast.
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| Figure 1.10 First draft of the contrast design |
For the design I've chosen to color the background, the tree and the person in black, while the contrast will be the sunset sky and the grass and the red umbrella with splashes of the rain, all in color. I then digitalized the work using Procreate on iPad.
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| Figure 1.11 Final Artwork for contrast design |
Moving along to the Gestalt Theory design. I look around Pinterest,
I've looked at several artworks using the Gestalt principles.
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| Figure 1.12 artwork by Noma |
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Figure 1.13 artwork by Madison Hert |
Got inspired by my barking dog outside my room, I decided to create an
artwork based on him. My dog is a chihuahua dog, although he doesn't
really look exactly like a chihuahua since he is also probably mixed
with domestic blood. His ears are especially similar to a wolf / husky
dog.
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| Figure 1.14 First sketch of using the principle of figure/ground |
Taking inspiration from that, I've decided to create this sketch using the figure/ground principle in which the chihuahua is overshadowed by the bigger and louder wolf.
After feedback session, I changed up a bit of my artwork and
digitalized it on Procreate. I also added a blood red full moon in the
background to symbolize the dark night in which wolves usually howl.
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| Figure 1.15 Final work using figure/ground principle |
FEEDBACK
- The mouth of the wolf is too small
- Wolf's ears are too small and will need to be adjusted
- The chihuahua in the picture doesn't represent the story well enough
- I can improve by making the chihuahua pose while it howls
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