3 / 02 / 2025 — 17 / 02 / 2025 (Week 01 — Week 03)
Kim Seoyoon / 0357755
GCD 60804 / Design Principles / Bachelor of Design (Hons) in Creative
Media / Taylor's University
Task 1 / Exploration
TABLE OF CONTENTS
LECTURES
Week 1
In week 1, we were instructed to watch lecture videos by Dr Jinchi,
including the introduction to elements and principles of design,
contrast & gestalt theory, balance & emphasis, and repetition
& movement.
Introduction: Elements & Principles of Design
In the lecture to the introduction, Dr Jinchi explained the elements of
design.
Elements of Design
1. Point
- Simplest element of design, and when used as a repetitive mark
forms a line.
2. Line
- Can be active or static, aggressive or passive, sensual or
mechanical.
- Lines can indicate directions define boundaries of shapes and spaces,
imply volumes/ solid masses, and suggest motion or emotion.
-Can be grouped to portray qualities of light and shadow by forming
patterns and textures.
3. Shape
- Referes to the expanse within the outline of a two-dimensional area
or within a three-dimensional object.
- Becomes visible when a line or lines enclose an area.
-Geometric (Tend to be precise and regular) / Organic (Irregular,
often curving or rounded and more informal compared to geometric
shapes)
4. Form
- A three-dimensional area. When form encloses space, it is called
volume. Often a major element in sculpture and
architecture.
5. Texture
- Refers to the tactile qualities of surfaces or to the visual
representation of those qualities.
- Two categories of texture– actual & simulated /
implied.
6. Space
- Indefinable, general receptacle of all things. In graphic design,
space refers to the area that a shape or form occupies. It can be
defined as positive (filled) or negative (empty).
7. Colour
- Visual byproduct of the spectrum of light.
- Hue, Value, Intensity
Topic 1: Contrast & Gestalt Theory
Contrast
The juxtaposition of strongly dissimilar elements. It also provides
visual interest, emphasises a point and expresses content.
Gestalt Theory
The human brain is wired to see patterns, logic, and structure. In
German, "Gestalt" refers to "shape" or "form". These principles aim to show how complex scenes can be reduced to more
simple shapes.
1. Principle of Similarity
- The human eye tends to perceive similar elements in a design as a
complete picture/ shape/ group from our brain crafting a link between
elements of similar nature.
2. Principle of Continuation
- Our eyes follow the paths, lines, and curves of a design and prefer
to see a continuous flow of visual elements rather than separated
objects.
3. Principle of Closure
- If the visual elements are not in a complete shape, the user can
perceive a complete shape by filling in missing visual
information.
4. Principle of Proximity
- The process of ensuring related design elements are placed together.
Close proximity indicates that items are connected or have a
relationship with each other and become one visual unit which helps to
organize or give structure to a layout.
5. Principle of Figure / Ground
- Objects are instinctively perceived as the foreground or the
background.
6. Law of Symmetry & Order
- Elements that are symmetrical to each other are perceived as a
unified group.
Topic 2: Balance & Emphasis
Balance
- Balance refers to the distribution of visual weight in a work of
design. It is the visual equilibrium of the elements that causes the
total image to appear balanced.
- Symmetrical Balance: Has equal weight on each side of a
centrally placed fulcrum. The equal arrangement of elements on either
side of the central axis results in bilateral balance.
- Asymmetrical Balance: Unequal visual weight on each side
of the composition. One of the sides might contain a dominant element.
It is more dynamic and interesting through evoking feelings of
modernism, movement, energy, and vitality. It also offers more visual
variety.
The Golden Ratio
- Also known as phi, it is a mathematical concept and a number that
goes on indefinitely. Its ratio comes from the Fibonacci
sequence.
- Represents perfect beauty. It is also used to guide a creative visual
balance in architecture & paintings. It brings harmony, balance, and
structure to one's work.
Rule of Thirds
- A composition guideline to create more dynamism.
Emphasis and Dominance
- Used to create dominance and focus in a design work. Various elements
can be used to create emphasis, including colour, shapes, and
value.
Topic 3: Repetition & Movement
Repetition
- Repetition makes a design more visually active. It also creates
rhythm and pattern within the design. Variety is essential to keep
rhythms active, also reducing the monotony atmosphere. Pattern enhances
visual excitement by enriching surface interest.
Movement
- It is the way a design leads the audience's eye through a
composition. It is formed through the kinds of shapes, forms, lines, and
curves in the design.
Hierarchy
- Choreography of content in a composition to communicate and convey
meaning. It directs viewers to the most important information first,
then through secondary content with its flow of design.
Alignment
- The placement of elements that edges line up along common rows or
columns, or centre. It creates a sense of unity and cohesion,
contributing to the design's overall aesthetic and perceived
stability.
Week 2
Topic 4: Harmony & Unity
Harmony and unity play distinct roles in the way we
experience design:
Harmony
- The selection of elements that share a common trait.
Without variety, harmony becomes monotony. It is the sense
that all of the elements in the design fit together, by
theme, style, or mood.
Unity
- Refers to the repetition of particular elements
throughout a design, by colours, shapes, or materials. It
occurs when these elements are composed in a way of
balance and a sense of oneness, creating a
theme.
Scale and Proportion
Proportion
- The relationship of two or more elements in a
composition.
Topic 5: Symbol, Word & Image
Symbol
- A sign, shape or object that is used to represent
something else (Cambridge Dictionary, 2020). Symbols can
provide or convey information.
- Pictorial Symbols: Image-related and
simplified pictures
- Abstract Symbols: Convey what they look like but
in less details
- Arbitrary Symbols: Have no resemblance at all to
the object or the idea they represent. It is invented with
the meaning constructed, mostly formed with geometric
shapes and colours.
Word & Image
- Users and viewers are able to relate to a concept or a
brand if the right images are used in a work of design. It
is important to use suitable and relevant images when
designing. Choosing the right words to pair with the
imagery is also crucial as it enhances the meaning of the
design. Choosing the right typeface and strategic
positioning of the type will result in visual hierarchy
and balance in a design.
- Typography is the design and arrangement of text to
deliver the meaning and message or concept.
INSTRUCTION
Module Information Booklet
Task 1– Exploration (20%)
Timeframe: Week 1 – 3 (Deadline Week 3)
Describe each design principle listed below and
select suitable design examples to demonstrate your
understanding.
• Gestalt theory
• Contrast
• Emphasis
• Balance
• Repetition
• Movement
• Harmony & Unity
• Symbol
• Word and Image
Upload the image of the art/design work (JPEG file, min.
A4 size, 300dpi) in your Task 1 blog post. Beneath the image, include the credit line of the
art/design work (title of art/design work, artist’s/designer’s name;
year, size, medium of the art/design work and the source).
TASK 1– Exploration
Week 01
In the first week, we were instructed to describe each of the design
principles given and select suitable visual examples that demonstrate
our understanding of these principles.
1. Gestalt theory
a) Principle of Similarity
The human eye tends to perceive similar elements in a design as a
complete picture/ shape/ group from our brain crafting a link between
elements of similar nature.
Fig 1.1 Principle of Similarity (https://www.usertesting.com/blog/gestalt-principles), Week 1(8/02/2025)
b) Principle of Continuation
Our eyes follow the paths, lines, and curves of a design and prefer to
see a continuous flow of visual elements rather than separated
objects.
c) Principle of Closure
If the visual elements are not in a complete shape, the user can
perceive a complete shape by filling in missing visual
information.
d) Principle of Proximity
The process of ensuring related design elements are placed together.
Close proximity indicates that items are connected or have a
relationship to each other and become one visual unit which helps to
organize or give structure to a layout.
Fig 1.4 Principle of Proximity (https://www.amazon.com/), Week 1(8/02/2025)
e) Principle of Figure / Ground
The principle of figure and ground refers to when the objects are
instinctively perceived as the foreground or the background. It
describes how people see an image when they divide it into the ground
(background) and the figure (foreground) (What Is the Law of
Figure-Ground?, 2024).
Fig 1.5 Principle of Figure / Ground (https://depoezenboot.nl/nl), Week 1(8/02/2025)
f) Law of Symmetry & Order
Elements that are symmetrical to each other are perceived as a unified
group. Our brains naturally seek order and harmony in the visual
stimuli we encounter, according to the Law of Symmetry, which states
that humans perceive symmetrical objects and forms as more visually
pleasing, balanced, and organized than asymmetrical ones (Aftab,
2024).
Fig 1.6 Law of Symmetry (https://www.acoarchstudio.com/features-blog/unraveling-the-architecture-of-wes-anderson-films), Week 1(8/02/2025)
2. Contrast
The juxtaposition of strongly dissimilar elements. It also provides
visual interest, emphasises a point and expresses
content. Effective use of contrast can help you direct the viewer's
eye to the most crucial elements of a design. Contrast is the difference
between multiple elements within a design, the difference that makes
each one stand out from the others (Stroud, 2023).
Fig 2.1 Contrast (https://www.itsnicethat.com/graphic-design?page=4), Week 1(8/02/2025)
3. Emphasis
Emphasis is used to create dominance and focus in a design work.
Various elements can be used to create emphasis, including colour,
shapes, and value. In a sense, emphasis establishes a mental shortcut that makes the
information easier to assimilate and more memorable than if all the
elements were given equal weight (Gaskin, 2024).
4. Balance
Balance is the distribution of visual weight in a work of design. It
is the visual equilibrium of the elements that causes the total image
to appear balanced.
Fig 2.3 Balance,
@iamyoaz
on Instagram, Week 1(8/02/2025)
5. Repetition
Repetition makes a design more visually active. It also creates rhythm
and pattern within the design.
Fig 2.4 Repetition (https://dorotheedaehler.ch/), Week 1(8/02/2025)
6. Movement
It is the way a design leads the audience's eye through a composition.
It is formed through the kinds of shapes, forms, lines, and curves in
the design.
7. Harmony & Unity
The selection of elements that share a common trait. Without variety,
harmony becomes monotony. It is the sense that all of the elements in
the design fit together, by theme, style, or mood. Unity refers to the repetition of particular elements throughout a design, by
colours, shapes, or materials.
Fig 2.6 Harmony & Unity (https://pin.it/1XJmEmrDK), Week 1(8/02/2025)
8. Symbol
A sign, shape or object that is used to represent something else
(Cambridge Dictionary, 2020). Symbols can provide or convey
information.
.jpeg)
Fig 2.7 Symbol (https://pin.it/4UYB1PUQ3), Week 1(8/02/2025)
9. Word and Image
Both the word (typography) and image work together in harmony to convey
an effective and coherent message of a concept of a design.
Fig 2.8 Word and Image, M. Talha Qureshi on
Behance, Week 1(8/02/2025)
We were also instructed to choose an artwork/ design of our interest.
Mr Vinod advised we choose more than one artwork as we have more range
of our final choice for further study regarding task 1.
Spirits on the Water. Holly Warburton. January 2021. Digital illustration,
Time. Cristina Troufa. 2020. Painting, Acrylic on
Canvas. 100 W x 150 H x 2 D cm
Book review of Either/Or by Elif Batuman.
DaduShin.
2022. Colour Pencil.
(Chosen Artwork)
In week 2, we were instructed to state the reasoning behind the
selection of the artwork and elaborate on the design principles within
the artwork.
The art I have chosen for the first task is an artwork by Dadu Shin
from 2022. This work is a book review of 'Either/Or' written by Elif
Batuman expressed in a mixed media form of artwork. The reason why I
selected this specific artwork to be studied in the first task is
because of its variety in texture and colours within the
artwork, expressed through the use of colour pencils & other forms
of mixed media. There is also a great contrast in the
depth & placement of each person surrounding the main
character, drawing attention to the main character at the centre. The
use of juxtaposition is also present between the main character
and the background & people as the main character is the only one
drawn firmly and clearly while the rest rather seem blurred out, which
may connect with the storyline of the book. I also liked the idea of
making differences in the thickness of the strokes for people/ and for
the objects which makes the visual experience more interesting.
Here are some notes on design principles from my observation of the
artwork:
- Harmony & Unity: Everyone's eye direction is either looking sideways or the opposite from the viewer, creating a sense of harmony. This is also conveyed through a consistent use of texture on the people.
- Movement & Repetition: Through the use of depth in the placement of the people, the idea of movement as well as repetition is presented in the artwork.
- Emphasis: There is a strong emphasis expressed on the main character placed at the centre, being the only one in black & white which also stands out from the colourful crowd surrounding the main character. This is also done by the textural density on the main character where her body is seen as more solid and opaque compared to the others being rather translucent.
- Contrast: There is contrast on the choice of colour on people/ main character, contrast between the texture, contrast between the gestural movement of the people. This contrast between the main character and the rest surrounding her creates an effect almost as if there is a concept of time flowing through; people simply walk by while the main character is standing still in one place.
REFERENCES
Aftab, Z. (2024). Gestalt’s Law of Symmetry - Hapy Design. Hapy Design. https://hapy.design/journal/law-of-symmetry/
Gaskin, J. (2024, June 12). A brief guide to emphasis — a design principle. Venngage. https://venngage.com/blog/design-principle-emphasis/
Stroud, S. (2023). Contrast in Design: How it Works. Giraffe Social - Social Media Agency. https://www.giraffesocialmedia.co.uk/contrast-in-design-how-it-works/#:~:text=What%20is%20Contrast%20in%20Design,of%20contrast%20when%20creating%20content.
What is the Law of Figure-Ground? (2024). The Interaction Design Foundation. https://www.interaction-design.org/literature/topics/law-of-figure#:~:text=The%20law%20of%20figure%2Dground%20is%20a%20visual%20perception%20law,attention%20to%20important%20design%20elements.
FEEDBACK
WEEK 1
General Feedback:
We had an introduction to module briefing & were assigned to
tutorial groups. Mr Vinod instructed us to complete requirements
1-4 for the first week.
Specific Feedback:
Mr Vinod added that we take more than 1 artwork for the art
selection part so that we have more choices of options.
WEEK 2
General Feedback:
Overall, the updated blog work seems fine, add quick links
at the end of the blog. No section for further reading is
required. Mr Vinod also recommended reading a blog post
on Kreatif Beats covering the topic of Contrast.
Specific Feedback:
Add more elaborations on the description of principles
using citations. For the artwork selection, the last artwork
by DaduShin seems interesting to proceed with.
WEEK 3
General Feedback:
Add jump links to navigate on the table of
contents.
Specific Feedback:
Highlight the keywords of the mentioned
design principles in the paragraph to make it
easier to grasp the overall intention of
reasoning/ elaboration.
REFLECTION
Experience
Overall, completing this task in this module was insightful. Dr Jinchi's lectures covering design principles helped me to learn about the details and their functions in real-life designs/ artworks. It was also fun to explore various genres of artwork/ design according to a suitable style that matched its design principles. I was also able to improve and develop my overall task with Mr Vinod's guidance such as adding citations to support my elaborations for the description part.
Observation
Completing the activity of finding the example artworks/ designs developed my observation skills, especially in understanding the purpose of certain design elements expressed in different styles which was also helpful in spotting the types of design principles used in the selected artwork.
Findings
I learned that keeping the foundation of knowledge is crucial in observing and analysing any artwork or design because it helps us to recognize and understand the artist's intention. I also liked to discover from the same design principle, that there are different ways to approach and understand the meanings and message behind them. Learning the existence of design principles from actual life moments to human creation was also interesting to explore while working on this task.
QUICK LINKS
FINAL COMPILATION
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