Design Principles - Exercises
Name: Adrianna Sofea | 0350661
Module: Design Principles GCD60804
Duration: 09/01/2023 - 20/01/2023
(Week 1 - Week 2)
Instruction
Week 1
In week one, I received the module information for design principles.
My lecturer, Dr Charles had given us a brief of our upcoming task and we were advised to go through
five lecture videos to better understand each design principle.
After studying them, I've learnt about the seven elements of design such as point, line, shape, form, texture, space and colour. I've discovered that these elements are the foundation for developing design principles. I would like to include that they are 9 principles that were created from the arrangement and organization of the elements.
- Gestalt theory
- Contrast
- Emphasis
- Symbol
- Balance
- Word and Image
- Repetition
- Movement
- Harmony and Unity
Design Principles of Gestalt and Contrast
The Gestalt Theory
"Gestalt" means "unified whole" in German. The first Gestalt Principles were developed by German psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Kohler, who sought to explain how people obtain meaningful impressions from the chaotic stimuli around them.
Cherry, Kendra. “Gestalt Laws of Perceptual Organization.” Verywell Mind, Verywellmind, 15 Mar. 2006, www.verywellmind.com/gestalt-laws-of-perceptual-organization-2795835.
The psychology behind this is concerned with how our minds organise and interpret visual information.
- Law of Similarity
- Law of Pragnanz
- Law of Proximity
- Law of Continuity
- Law of Closure
- Law of Common Region
Exhibit A: Negative and Positive Space
Figure 1.1 https://www.pinterest.com/pin/1900024836159600/
Positive spaces are visible here as the black areas that are shaped as a woman,
Negative spaces can be seen as the white areas that are shaped like a man.
The Contrast Principle
In the realm of visual design, contrast can be defined as a distinction between two or more elements in a composition. The greater the disparity between the elements or colours.
Figure 1.2 https://www.invisionapp.com/defined/principles-of-design
- Contrast in Shape
- Contrast in Color
- Contrast in Scale
- Contrast in Layout
Exhibit B: Contrast in Color and Shape
Figure 1.3 https://www.pinterest.com/pin/163607398953277027/
Organic shapes and the use of vibrant colours to
enhance the mood of this work
Visual References
After understanding the gestalt and contrast methodologies, I proceeded to look for inspiration and begin to develop the concept for each principle.
GESTALT: Design Thinking
Figure 2.1https://www.pinterest.com/pin/1019432065627385421/
Figure 2.2 https://www.pinterest.com/pin/380694974762309213/
Figure 2.3 https://www.pinterest.com/pin/318559373652803053/
Figure 2.4 https://www.pinterest.com/pin/18225573484142787/
Figure 2.5 https://www.pinterest.com/pin/590253094927581231/
Rough idea on Flame, Fire, Gas
CONTRAST: Design Thinking
Figure 2.7 https://www.pinterest.com/pin/308918855701361037/
Figure 2.8 https://www.pinterest.com/pin/550354016972812695/
Japanese Menu Cover
Figure 2.9 https://www.pinterest.com/pin/844493672010332/
CONCEPT SEARCH
Figure 3.0 https://www.pinterest.com/pin/443675000803242512/
Minimalist Magazine Cover
Design Process
PRINCIPLE: GESTALT THEORY CONCEPT: SELF SABOTAGE
COLOR SCHEME
COLOURS: Beige #F8DAC2, Red #BC2F29, and Black
Face sketch : Breaking it into small parts to create the law of closure
Pieces of the face structure in color
IDEAS:
I started illustrating the
elements that suit the concept of self-sabotage
& I was inspired from figure 2.4 and 2.5
- IDEATION -
IDEATION 1:
IDEATION 2:
IDEATION 3:
Final Work
DESCRIPTION:
Girl On Fire
The inspiration came from my own experience; I decided to start journaling this year and realised that I had been really harsh on myself. I've suppressed a lot over the years and absorbed so much negativity in myself that certain days my heart rate beats frantically, which is concerning. The arrows represent the frequent stabs I give myself. For instance, telling myself that I'm not good enough, useless, etc.
The fire represents the pain I feel as a result of this, and how I am gradually losing a piece of myself.
DESIGN PROCESS
PRINCIPLE: CONTRAST CONCEPT: FASHION MAGAZINE COVER
- COLOR SCHEME-
(Lively Color Scheme)
I chose to do a fashion magazine cover with the name
'House of Fashion, however, the emphasis will be on
a model which will be the main attraction of the cover
Customised the typography for the initial
Experimented with organic shapes and decided to use
this shape as a hat to apply the initial of HOF on it
I illustrated a faceless model to give a minimalist look to the cover
I implement the golden ratio as it will give a
balance structure of the composition and style
Arranged each element using the golden ratio
(Inspired by figure 2.9 and 3.0)
Final Work
Description:
House of Fashion Magazine Cover
I decided to go with a fashion magazine because it relates a lot to my childhood. I used to collect various magazines and cut the illustration or models out and glued them into my book and make my own magazine. I began to love crafting and creating because of magazines. The magazine cover is crucial to me because that's the first thing I see and what would lead me to pick them up and purchase.
Therefore, I illustrated this magazine with a lively, minimalist concept and used simple elements: organic shapes, a figure, text and colours.
Reflection
Looking back on week 1 to week 2, it was a bit rocky at first because I had to adapt to the way of learning, but I gradually got into the rhythm. Additionally, I had originally selected Movement and Contrast as my design guiding principles and asked Dr Charles to evaluate them. But after I realised I had done them incorrectly, I felt as though I had lost track of what I was doing. I, therefore, revisited other principles and discovered that the Gestalt principles appealed to me. Working with gestalt was really challenging, and having to develop the ideas I had in mind and combine them was difficult. However, because of the tight time frame, I had to work as hard as I could to develop the final product. Given that I was not quite happy, I do believe I need to learn more and practise more and I will do so for my next assignment.
Dr Charles was also a big help in clarifying our misconceptions of the concepts and giving us examples in the simplest form. We had to study the design concepts from the lecture videos provided by Dr Charles, and I studied and practised on each one. Therefore, I was able to understand how important composition and organisation are in design since they balance out the elements and navigate the audience's eyes from the most significant to the least important content.
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