Design Principles | Final Compilation & Reflection

03/02/25 - 17/03/25 [ Week 1 - Week 7 ]

Nicco Chew Jin Xun (0366563)

Design Principles | Bachelor of Design (Hons) In Creative Media | Taylor's University

Lecturer: Mr. Martin Chong

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Table of contents

Task 4 : Final Compilation & Reflection

- Task 1: Exploration

- Task 2: Visual Analysis & Ideation

- Task 3: Development & Design

- Overall reflection

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Task 1: Exploration

3/2/25 - 17/2/25 (Week 1 - Week 3)

Selected Design & Explanation

Fig 23. Selected Design

TITLE OF ART: 

''Fruit? Yes, Please."

ARTIST: 

Melina K

YEAR: 

2021

SIZE:

736 x 1051 pixels

MEDIUM: 

Digital Art

SOURCE: 

https://www.pinterest.com/pin/911978993293597540

Reasons that I selected this artwork

I selected the artwork "Fruit? Yes, Please" because of its visually striking composition, strong use of typography, and effective application of design principles. The combination of vintage textures, modern type, and collage-like imagery creates a unique and engaging aesthetic. The artwork skillfully integrates text with visuals, making it an excellent example of how typography can be used as a design element rather than just a means of communication.

One of the most compelling aspects of this piece is its use of Gestalt principles, particularly figure-ground relationship, proximity, and closure. The large serif typography interacts with the hand and fruit in a way that feels intentional and well-balanced. The contrast between the black background and muted pink tones enhances the visual hierarchy, guiding the viewer’s eye through the composition.

Additionally, the artwork conveys a sense of warmth and nostalgia, supported by the grainy texture and retro-inspired color palette. The message about fruit as an expression of love adds emotional depth, making it more than just a visually appealing piece because it tells a story. That’s why "Fruit? Yes, Please" stands out to me as such a remarkable artwork.

Design Principle observed in "Fruit? Yes, Please"

1. Gestalt Theory

# Principle of Figure / ground: 

• The hand, fruit, and text stand out against the dark background, creating a clear distinction between foreground (the main elements) and background (the textured black area).

• The high contrast between pinkish tones and black further enhances this separation.

# Principle of Closure: 

• The large, cropped typography ("fruit?" and "yes, please") is partially obscured, but our brain naturally fills in the missing parts to read the words clearly.

• The partially drawn elements (e.g., the subtle linework on the hand) also rely on closure to create a sense of form.

# Principle of Proximity: 

• The text elements are grouped strategically, with small captions close together and large typography acting as separate focal points.

• The fruit, hand, and plate are tightly arranged, making them appear as one cohesive unit.

# Principle of Continuation: 

• The flow of the hand holding the plate guides the viewer’s eye naturally from the fruit to the typography.

• The sweeping curve of the "yes, please" typography leads downward, ensuring smooth visual movement.

# Principle of Similarity: 

• The soft, grainy texture applied to the hand and fruit creates unity, making them appear as related elements.

2. Contrast

• Strong contrast between the delicate pinkish elements and the deep black background makes the artwork visually engaging.

• The mix of thick, bold typography and thin, intricate lines adds variety and interest.

3. Emphasis

• The hand and fruit bowl serve as the main focal points, enhanced by their size, placement, and texture.

• The large typography immediately captures attention.

4. Balance

• Asymmetrical balance is used since the left side has bold, large typography, while the right side contains the detailed hand illustration.

• The large typography immediately captures attention.

5. Hierarchy

• The large words "fruit?" and "yes, please" are the most dominant, followed by the hand and fruit illustration.

• The smaller descriptive text is secondary but still readable, placed near focal points to guide the eye naturally.

6. Harmony & Unity

• The combination of vintage imagery, grainy texture, and elegant typography makes the design feel unified.

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Task 2: Visual Analysis & Ideation

17/2/25 - 3/3/25 (Week 3 - Week 5)

Selected Design

Fig 23. Selected Design

TITLE OF ART: 

''Fruit? Yes, Please."

ARTIST: 

Melina K

YEAR: 

2021

SIZE:

736 x 1051 pixels

MEDIUM: 

Digital Art

SOURCE: 

https://www.pinterest.com/pin/911978993293597540

Visual Analysis

Phase 1: Observation

This artwork features a vibrant and playful arrangement of various fruits, arranged in a visually engaging composition. The colours are bold and saturated, creating a lively and energetic atmosphere. The fruits appear stylized, with exaggerated shapes and smooth, simplified forms that enhance their visual appeal. There is a strong use of repetition, as similar fruit elements are scattered across the design, forming a rhythmic and balanced pattern. The background contrasts with the bright fruits, helping them stand out and catch the viewer’s attention. The composition is well-structured, with the elements distributed evenly, creating a sense of harmony and unity. Some areas of the artwork feature overlapping shapes, adding a sense of depth and layering. The smooth, clean edges and uniform colours give the artwork a modern and graphic quality, making it visually striking and engaging.

Phase 2: Analysis

This design demonstrates asymmetrical balance, where the elements are distributed dynamically across the composition rather than being perfectly centered. The emphasis is placed on the fruit and the accompanying typography, which stand out due to their bold colours and contrasting placement. The repetition of fruit shapes, particularly the sliced citrus pieces, establishes a visual rhythm that guides the viewer’s eye across the design. This repetition not only enhances unity but also strengthens the overall composition. Besides, the use of Gestalt principles of figure-ground relationship can be seen through the hand, fruit, and text stand out against the dark background, creating a clear distinction between foreground (the main elements) and background (the textured black area). Another Gestalt principles of closure can be seen through the large, cropped typography ("fruit?" and "yes, please") is partially obscured, but our brain naturally fills in the missing parts to read the words clearly.

The artwork also exhibits movement, achieved through the organic flow of the typography and the scattered arrangement of the fruits. The curved lines and the placement of elements create a natural visual path, leading the viewer’s gaze from one part of the design to another. The contrast between the black background and the bright, saturated fruit colours makes the elements pop, ensuring clarity and strong visual impact. Additionally, the varying scale of the fruits and text contributes to a sense of hierarchy, directing attention first to the most prominent pieces before allowing the viewer to explore the details. Together, these design principles create a composition that is visually engaging, playful, and cohesive.

Phase 3: Interpretation

This design appears to be a promotional or decorative piece that celebrates the vibrancy and freshness of fruit, possibly for a brand, an event, or a campaign promoting healthy eating. The playful composition and bold use of colour reflect contemporary graphic design trends, particularly those seen in advertising and packaging design. The exaggerated stylization of the fruits and the dynamic typography create an engaging and eye-catching visual that appeals to a youthful, energetic audience. The design’s aesthetic aligns with modern minimalist and pop-art-inspired visuals, which focus on bold colours, simple forms, and striking contrasts. This approach is commonly seen in commercial branding, where clarity and visual impact are prioritized. Additionally, the repetition of fruit elements and the strategic use of contrast suggest an emphasis on freshness and abundance, reinforcing the theme of natural, healthy consumption.

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Task 3: Development & Deisgn

3/3/25 - 17/3/25 (Week 5 - Week 7)

Final Design

“Take a Bite”

Rationale for the Design:

This design explores the theme of offering, acceptance, and human connection through expressive typography, contrast, and composition. The hand presenting a bowl of deep-colored fruit becomes the central focal point, symbolizing both a question and an invitation. The typography plays a crucial role in setting the tone. The distorted, floating letters in "fruit?" create an uneasy tension which is a moment of hesitation before making a choice. In contrast, the bold and grounded staggered arrangement of the text "YES PLEASE"adds an element of spontaneity, reinforcing the conversational tone. It expresses a confident, enthusiastic response, emphasizing decision-making and emotional engagement. Besides, the colour palette blends warm earth tones with deep red and deep browns, creating a sense of warmth, depth, and intrigue. Highlights and shadows add a dynamic feel, particularly around the hand and fruit, reinforcing the idea of interaction and movement. Additionally, the presence of various fruits at the bottom suggests diversity and choice, reinforcing the broader concept of selection, opportunity, and sharing. The artwork embodies themes of human interaction, personal reflection, and the balance between solitude and engagement. It invites viewers to consider their own responses to opportunities "Do we hesitate? Do we accept? And what does that choice mean for us? "

 

The design principles that are employed to create this design

1. Typography & Expressive Forms

• The text varies in size and positioning, adding a sense of spontaneity and visual rhythm. The mix of serif and hand-drawn fonts contributes to an organic, personal aesthetic.

2. Movement

• The slanted typography and diagonal hand placement create an asymmetrical yet dynamic balance. The composition encourages the eye to move from top to bottom fluidly.

3. Emphasis

• The hand offering fruit is the primary focal point, guiding the viewer’s attention to the act of giving and receiving. The use of highlights and glow around the fruit reinforces this.

• The large, bold typography of “YES PLEASE” demands attention, contrasting against the more subtle, floating “fruit?” text. 

• The background lines converge towards the top center, subtly directing the viewer’s gaze toward the question “fruit?” and the hand.

4. Contrast

• Color Contrast:
  • The warm background tones (deep red & deep brown) contrast with the cooler purple fruit, making them stand out.
  • The glow effect around the fruit and hand enhances the contrast, making them appear illuminated.
• Typography Contrast:
  • “fruit?” uses a scattered, irregular style, creating a sense of hesitation or uncertainty.
  • “YES PLEASE” is bold, angular, and structured, representing confidence and decisiveness.

5. Unity & Harmony

• All elements work cohesively through colour, typography, and composition.

• The mixed media approach (digitalized typography + sketch-like fruit) 

6. Shape & Form

• Organic vs. Geometric: The curved fruits and hand contrast with the sharp, structured lines of the background and typography, adding visual interest.

• Layering of Elements: The hand, fruit, and text are placed in different visual planes, creating depth and hierarchy.

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Overall Reflection

What have I learned in this module?

Through this module, I have gained a deeper understanding of design principles, visual analysis, and ideation. The structured approach of observation, analysis, and interpretation has helped me appreciate how different design elements contribute to visual communication. I learned how to evaluate and improve an artwork by identifying its strengths and weaknesses, and I became more aware of how composition, contrast, and typography influence an audience’s perception. Additionally, through the hands-on tasks, I enhanced my skills in Adobe Illustrator, particularly in typography manipulation, image tracing, and texture application, which are essential for creating visually compelling designs.

What did I enjoy the most?

I particularly enjoyed the ideation and sketching phase, where I could freely explore different visual possibilities before committing to a final design. The process of experimenting with typography, composition, and textures in Adobe Illustrator was also enjoyable, as it allowed me to push creative boundaries. Another aspect I appreciated was the visual analysis phase, where I studied various artworks and extracted key insights to refine my own design. This phase helped me understand that every design decision whether in colour, typography, or layout carries meaning and affects the overall impact of the artwork.

What did I not enjoy the most?

One of the biggest challenges I faced was translating my initial sketches and ideas into digital artwork. Sometimes, the final outcome did not match my vision due to technical limitations or difficulty in executing certain effects. I also struggled with finding the right balance in composition and typography especially in making distorted text both readable and visually appealing. Adjusting elements multiple times to get the right balance was time-consuming, but it ultimately helped me understand the importance of refinement in the design process.

What have I learned about myself through this module?

I have realized that I tend to focus a lot on conceptualization and analysis, but I still need to improve my technical execution. While I can generate creative ideas, I sometimes struggle with bringing them to life exactly as envisioned due to gaps in my technical skills. This module has shown me the importance of practice and experimentation, and that trial and error is a natural part of the creative process. I also learned that I work best when I plan my design process step by step, as it helps me manage my time and make more informed creative decisions.

What has changed and what has not in my learning journey?

My approach to design has evolved significantly. I now understand that design is not just about aesthetics but also about clarity and purpose. I have developed a more structured workflow, where I begin with research and analysis before jumping into execution. What has not changed is my desire to experiment and explore different visual styles, as I enjoy pushing creative boundaries and testing new design methods.

What are my aspirations?

I aspire to continue improving my technical skills in digital design tools like Adobe Illustrator so that I can execute my ideas more effectively. I also want to explore different styles and design techniques, allowing me to develop a unique visual identity as a designer. Moving forward, I aim to create work that is not only visually striking but also meaningful, ensuring that every design choice has a purpose in enhancing communication and storytelling.