Design Principles GCD60804
3/2/2024 - 17/2/2024 / Week 1 - Week 3
Cai Zihan 0378043
Bachelor of Design (Honours) in Creative Media
TASK 1 (Exploration)
TABLE OF CONTENTS
1.Lectures
2.Instruction
3.Task 1：Exploration
4.Feedback
5.Reflections
Instruction<iframe src="https://drive.google.com/file/d/1nuaNNEvFt9OWX9W0ispNyj2uVe2gfi2X/preview" width="640" height="480" allow="autoplay"></iframe>
LecturesTopic 1
1.Gestalt theory：The human brain is wired to see patterns,logic,structure.These principles aim to show how complex scenes can be reduced tomore simple shapes.
2.Contrast：Contrast is the juxtaposition ofstrongly dissimilar elements.Without contrast,visual experiencewould be monotonous.Contrast can provide visual interest,emphasise a point and expresscontent.
Topic 2
1.Emphasis：Emphasis is used to create dominance and focus in adesign work.Various elements can be used to create emphasis,such ascolour,shapes or value,to achieve dominance.
2.Balance：Balance refers to the distribution of visual weight in awork of design.It is the visual equilibrium of the elements that causes thetotal image to appear balanced.Balance can be symmetrical or asymmetrical.
Topic 3
1.Repetition：Repetition could make a work of design seem active.The repetition of elements of design creates rhythm andpattern within the work.Variety*is essential to keep rhythms exciting and active,and to avoid monotony.Pattern increases visual excitement by enriching surfaceinterest
2.Moventment：The way a design leads the eye in,around,and through acomposition-the path the eye follows.Motion or movement in a visual image occurs whenobjects seem to be moving in a visual image.
Topic 4
1.Harmony：Harmony involves the selection of elements that share acommon trait.Harmony becomes monotony without variety*.Harmony is the sense that all of the elements of your design fittogether.They may fit the same theme,aesthetic style or mood.
2.Unity：Unity refers to the repetition of particular elementsthroughout your design -whether they're colors,shapesor materials -to pull the look together.Unity occurs when these elements are composed in such away that they are balanced and give a sense of oneness,creating a theme.
Topic 5
1.Symbol:A sign,shape,or object that is used to representsomething else (Cambridge Dictionary,2020).In design,symbols can provide or convey information,equivalent to one or more sentences of text,or even awhole story (Eco,1976 Pettersson,2015).
2.Word and Image：Imagery is a vital part of design,be it print or digital.Users andviewers are able to relate to a concept or a brand if the right imagesare used in a work of design.It is therefore important to use suitableand relevant images when designing.Choosing the right words to pair with the imagery is of highimportance as it would deepen the meaning of the design.Suitabletypeface and strategic positioning of the type will result in visualhierarchy and balance in a work of design.
Instruction
1.DescriptionsGestalt theory：The human brain is wired to see patterns,logic,structure.These principles aim to show how complex scenes can be reduced tomore simple shapes.
Fig 1.1 uses six trapezoids to form a group to form the Gestalt theory.
Contrast：Contrast is the juxtaposition ofstrongly dissimilar elements.Without contrast,visual experiencewould be monotonous.Contrast can provide visual interest,emphasise a point and expresscontent.
Fig 1.2 has a sharp color contrast between the figure and the background, with the figure wearing red and the background being darker.
Emphasis：Emphasis is used to create dominance and focus in adesign work.Various elements can be used to create emphasis,such ascolour,shapes or value,to achieve dominance.
Fig 1.3 focus of this painting can be seen in the bamboo and stone. The bamboo and the stone dominate and draw our eyes directly to them.
Balance：Balance refers to the distribution of visual weight in awork of design.It is the visual equilibrium of the elements that causes thetotal image to appear balanced.Balance can be symmetrical or asymmetrical.
Fig 1.4 is a symmetrical diagram, just like that one line in the diagram you can see the two sides are symmetrical and well balanced.So it's symmetrical balance.It can also be seen that the graph is mirror balanced.
ASYMMETRICAL BALANCE：
Fig 1.5 asymmetrical balance of this image is shown by the small percentage of buildings and the large percentage of sky.
Repetition：Repetition could make a work of design seem active.The repetition of elements of design creates rhythm andpattern within the work.Variety*is essential to keep rhythms exciting and active,and to avoid monotony.Pattern increases visual excitement by enriching surfaceinterest.
Fig 1.6 set of people and lines can be seen to be duplicated, and the duplicates can be seen to contrast the abundance of people with those going in the opposite direction.
Moventment：The way a design leads the eye in,around,and through acomposition-the path the eye follows.Motion or movement in a visual image occurs whenobjects seem to be moving in a visual image.
Fig 1.7 is a very dynamic image, the words in the image mean the words hit and the author made the feeling of hitting them.
Harmony&Unity：Harmony involves the selection of elements that share acommon trait.Harmony becomes monotony without variety*.Harmony is the sense that all of the elements of your design fittogether.They may fit the same theme,aesthetic style or mood.
Unity refers to the repetition of particular elementsthroughout your design -whether they're colors,shapesor materials -to pull the look together.Unity occurs when these elements are composed in such away that they are balanced and give a sense of oneness,creating a theme.
Fig 1.8 are pen, ink, paper, and inkstone. They are not the same thing but they are the same elements and are placed in a harmonious and calming way.
Symbol:A sign,shape,or object that is used to representsomething else (Cambridge Dictionary,2020).In design,symbols can provide or convey information,equivalent to one or more sentences of text,or even awhole story (Eco,1976 Pettersson,2015).
Fig 1.10 logos simplify a lot of details but you can see at a glance what is being expressed.
Word and Image：Imagery is a vital part of design,be it print or digital.Users andviewers are able to relate to a concept or a brand if the right imagesare used in a work of design.It is therefore important to use suitableand relevant images when designing.Choosing the right words to pair with the imagery is of highimportance as it would deepen the meaning of the design.Suitabletypeface and strategic positioning of the type will result in visualhierarchy and balance in a work of design.
The text of this picture is Suzhou, a place in China, and the picture is very much in keeping with that south-of-the-river flavor of Suzhou.
TASK 1: EXPLORATION
Reason：The first thing that strikes me about this one is that it depicts spring. Then, I think the use of dark colors all around reminded me of that feeling of a winding path, that feeling of seeing a spring color after suddenly finding light in a cave. After that, I found that the darker colors surrounded the light in the shape of a vase, and that this vase had a willow stick sticking out of it, giving the impression that it was spring on the inside and spring on the outside as well. Looking closely at the spring colors in the vase, the author used the technique of white description, omitting the river where the fisherman rowed his boat, and the reflection in the work shows that it is on the river. Overall, the author has used fewer elements to present a beautiful picture of spring and vibrancy.
Design principle：Fig 1.12 uses the principles of balance, emphasis, movement and harmony.
balance：The image is surrounded by black in the shape of a symmetrical vase.
Emphasis：The black of the image contrasts in color with the green in the center of the image, adding to the feeling of vibrancy.
Movement：You can see two flying birds in the upper right corner of the picture, which gives me the impression that they are flying around the vase.
Harmony：The author has used only a few elements to make up this one image, which is very harmonious and all the elements are blended appropriately.
FEEDBACK
The professor pointed this out to me during class, and the professor had me label the pictures with the number of the picture underneath each one. Like this Fig xx.xx, you also need to write the picture number in an explanatory statement.
Overall, some of the diagrams found contained Chinese elements, which the teacher quite liked, and other diagrams were more in line with what the nouns described.
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