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Design Principles | TASK 1 : Exploration

03/02/25 - 17/02/25 [ Week 1 - Week 3 ]

Nicco Chew Jin Xun (0366563)

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

Lecturer: Mr. Martin Chong

Table of contents

Task 1: Exploration (20%)


Instructions

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Lectures

[ 0: Intro to Elements & Principles of Design ]

Visual Communication
- Utilising design to convey purposeful message to target audience
- Design must be well-thought all and executed
- It's important to apply elements & principles of design to achieve effective communication through design

Elements of Design 
| individual 'building blocks'. |

 1. Point
- Simplest element of design
- Used as repetitive mark forms a line
- As the point moves in space, other two & three-dimensional figures and forms are created


2. Line
- Can be active or static, aggressive or passive, sensual or mechanical
- Can be grouped to depict qualities of light and to form patterns and textures
- Indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion


3. Shape
- Expanse within the outline of two-dimensional area or within the three-dimensional object
- Geometric : Tend to be precise & regular. [ circles, square, triangles, etc ]
- Organic : Irregular, often curving / rounded, seem relaxed & more informal than geometric shapes
- Becomes visible when a line or lines enclose an area or when an apparent change in value ( lightness / darkness ), colour or texture sets an area apart from its surroundings

Fig 3. Shape 
https://www.xiaohongshu.com/explore/6746dabd000000000702734a?xsec_token=ABtDTiqbjy9Kq9E9kpnS36m_zk7GWISosj1h5mX_ZN-Do=&xsec_source=pc_search&source=web_search_result_notes


4. Form
- Three-dimensional area
- When form encloses space, the space is called volume
- Major element in sculpture & architecture
- With two-dimensional media, form must be implied [ illustration / drawing ]


5. Texture
- Tactile qualities of surfaces / to the visual representation of those qualities
- All surfaces have textures that can be experienced by touching / through visual suggestion
- Actual : Experienced by touch
- Simulated / Implied : Created to look like the real texture



6. Space
- Indefinable, general receptacle of all things - the seemingly empty space around us
- We see the space of the surface all at once [ drawings, prints, photographs, painting ]
- The actual space of each picture's surface is defined by its edges - the two-dimensions of height / width
- In Graphic Design, space & depth refers to the area that has a shape / form occupies
- Positive : filled space
- Negative : empty space
- Illusion of a three-dimensional space can be suggested through depth, this can be achieved by overlapping of images, size variations, placement & perspective.


7. Colour
- Visual byproduct of the spectrum of light as it travels through a transparent medium / absorbed & reflected off a surface
- Light wavelengths that the human eye receives and processes from a reflected source
- Hue : Colours of the Spectrum [ yellow, green ]
- Value : Lightness / darkness from white through greys to black
- Tint : Pure hue + white
- Tone : Pure hue + grey
- Shade : Pure hue + black
- Intensity : Called Saturation / Chroma, purity of a hue
- Pure Hue : The most intense form of a given colour, the hue in its highest saturation, in its brightest form
- Pigment [ black / white / grey ] + pure hue = intensity diminishes & dulled
- Colour Schemes : Colour grouping that provide distinct colour harmonies
- Monochromatic : Variations in the value & intensity of a single hue
- Analogous : Colours adjacent to one another on the colour wheel, each containing the same pure hue
- Complementary : Emphasise two hues directly opposite each other on colour wheel



Principles of Design 
| organisational fundamentals that resulted from or guides the arrangement of the elements. |

1. Contrast
2. Balance
3. Emphasis
4. Rules of third
5. Repetition / Pattern / Rhythm
6. Movement
7. Hierarchy
8. Alignment
9. Harmony
10. Unity
11. Proportion


[ 1: Contrast & Gestalt Theory ]

Contrast
- Juxtaposition of strongly dissimilar elements.
- Visual experience would be monotonous without contrast.
- Provide visual interest, emphasise a point and express content.


Gestalt Theory
- ‘Gestalt’ refers to 'shape' / 'form' in German.
- Human brain weird to see patterns, logic, structure.
- Rules that describes how the human eye perceives visual elements.
- Aim to show how complex scenes can be reduced to more simple shapes.
- Aim to explain how the eyes perceive the shape as a single, united form rather than the separate simpler elements involved.

# Principle of Similarity
- The human eye tends to perceive similar elements in a design as a complete picture, shape, or group , even if those elements are separated.
- The brain seems to craft a link between elements of a similar nature


# Principle of Continuation
- The human eye follows the paths, line, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.

Fig 10. Continuation


# Principle of Closure
- The human eye prefers to see complete shapes.
- If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.



# Principle of Proximity
- Process of ensuring related design elements are placed together
- Any unrelated items, should be separated apart.
- Close proximity indicates that items are connected / have a relationship to each other & become one visual unit which helps to organise / give structure to a layout

Fig 12. Proximity


# Principle of Figure / Ground
- Objects are instinctively perceived as being either in the foreground / the background
- They either stand out prominently in the front ( the figure ) / recede into the back ( the ground ).

Fig 13. Figure / Ground

# Law of Symmetry & Order
- Elements that are symmetrical to each other tend to be perceived as a unified group. 
- This rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical with each other

Fig 13. Law of Symmetry & Order




Task 1 / Progress

TASK:  Describe each of the design principles listed below and select suitable design examples to demonstrate our understanding.



Gestalt Theory
- ‘Gestalt’ is actually a german word (pronounced “ge-shtalt”) means ‘configuration’, or ‘structure’. It makes a reference to the way individual components are structured by our perception as a psychical whole (Wulf, 1996).  
( What is Gestalt Psychology? Theory, Principles, & Examples, 2023 )

- Gestalt theory refers to the way humans naturally perceive patterns, structures, and relationships in visual information. Instead of seeing individual elements separately, our brain subconsciously organizes them into meaningful wholes / a single image.



Key Principles of Gestalt Theory in Design

1. Figure-Ground
- The eye differentiates an object (figure) from its surrounding background (ground).

2. Similarity
- Elements that look alike (in shape, color, size, or texture) are perceived as part of the same group.

3. Proximity
- Objects that are close to each other are perceived as related, forming a group.

4. Closure
- The brain fills in gaps to complete an incomplete shape.

5. Continuity
- The eye follows a path, line, or curve naturally, creating a sense of movement.

6. Common Fate (Common Direction)
- Elements moving in the same direction are perceived as a group.

7. Symmetry & Order (Prägnanz / Law of Simplicity)
- People tend to perceive complex images in the simplest possible form.

8. Element Connectedness
- Objects that are physically connected (with lines, colors, or shapes) are seen as related.

Why Gestalt Theory is Important in Design?

  • Helps create balanced and harmonious compositions.
  • Guides user attention effectively in UI/UX design.
  • Enhances visual storytelling and communication.
  • Used in logos, branding, and advertising to make designs more impactful.
Fig 14. Gestalt Theory by Thomas Lang, found in Xiao Hong Shu



Contrast
- The design principle contrast refers to the use of visually different elements. In addition to capturing attention, contrast can guide the viewer’s eye to a focal point, highlight important information and add variety or even drama, to a design.  ( A Brief Guide to Contrast – A Design Principle, 2022 )

- We can use opposite or different elements: colour, size, shape, texture, value to achieve contrast. 

Why Contrast is Important in Design?

  • Makes text and visuals easier to distinguish.
  • Guides the viewer’s attention to the most important elements.
  • Prevents designs from looking flat or boring.
Fig 15. Contrast by Philippe Leone, found in Unsplash



Emphasis
- The definition of emphasis is straightforward. It means having a focal point for your graphic artwork. In the image, it can be any shape, object, or text area that you deem to be the most important part of the message. ( Emphasis in Graphic Design, 2024 )

- It ensures that key information stands out by using contrast, size, colour, placement, or other visual techniques.

Why Emphasis is Important in Design?

  • By making key elements stand out, emphasis ensures that information is easily understood.
  • Ensures that the most critical information is noticed and retained.



Balance
- Balance in design covers how elements are weighted against each other on different sides of a design to create cohesiveness, completion, and satisfaction. The composition should be balanced vertically, horizontally, diagonally, or background versus foreground. 

Why Balance is Important in Design?

  • Prevents designs from feeling too chaotic or overwhelming.
  • Helps organize content effectively.
  • Makes compositions more aesthetically pleasing.
Fig 17. Balance by Julia B, found in Pinterest



Repetition
- Repetition is the reusing of the same or similar elements throughout the design.
- The visual distribution of elements to create stability, harmony, and a sense of equilibrium in a composition. 

Types of Balance in Design

1. Symmetrical Balance 
- Elements are evenly distributed on both sides of a central axis, creating a mirror effect.

2. Asymmetrical Balance 
- Different elements are arranged in a way that creates balance without being identical.

3. Radial Balance 
- Elements radiate from a central point, leading the viewer’s eye toward the center.

Why Repetition is Important in Design?
  • Repeated elements make a brand or design more memorable.
  • Helps tie a design together and maintain a structured look.
Fig 18. Repetition by Barrieagogo, found in Pinterest



Movement
- Movement is what an artist uses to guide a viewer's eye in, through, and out of a composition. 
- The path a viewer's eye takes through a composition. In an image, the kinds of lines, shapes, and forms an artist uses can affect this movement. ( The Principles of Design, Movement, 2017 )

Why Movement is Important in Design?
  • Leads attention to key areas in a specific order.
  • Makes static designs feel dynamic and alive.
  • Helps convey motion, emotion, or progression.


Harmony & Unity
- Harmony is very closely related to unity and is, in a way, a kind of unity. Harmony is like a state of being, achieved when the elements of a composition are unifed with one another in some way, but these elements also complement each other's unique attributes.

- Unity can be achieved through proximity, repetition and pattern, continuation, similarity, and/or rhythm of elements in a composition. ( Graphic Design Principles, 2017 )

Why Harmony & Unity is Important in Design?
  • Ensures elements feel like they belong together.
  • Prevents chaos and makes designs more pleasing.
  • Helps viewers process information easily.

Fig 20. Harmony & Unity by @nibera_visuals, found in Instagram.


Symbol
- Symbols are images that we use to tell stories in business, life, and design. A symbol in the design world is a combination of graphic elements that can be used to represent a brand's identity, communicate its story, and influence how consumers perceive it. 

Why Symbol is Important in Design?
  • Logos are a form of symbols that represent and promote brands.
  • Used in infographics, road signs, and UI design.
  • Many symbols are recognized globally (e.g., stop signs, Wi-Fi icons).

Fig 21. Symbol by unknown artists, found in Cosmos


Word & Image
- Word and image in design refers to the combination of text (typography) and visuals (photography, illustration, icons, etc.) to create a meaningful and engaging composition. When used effectively, words and images work together to communicate a clear message, evoke emotions, and enhance storytelling.

Why Word & Image is Important in Design?
  • Reinforces meaning and makes messages clearer.
  • Guides the viewer’s eye between text and image.
  • Words provide context, while images create impact.
  • A well-balanced composition attracts more attention.
Fig 22. Word & Image by unknown artists, found in Cosmos




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: 

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.


Feedback

- Week 1 [ 03/02/25 ]


General Feedback: 

This week, we were introduced to the module and briefing of Task 1. We have to start doing research for each of the design principles listed in the module brief and select suitable design examples to demonstrate our understanding.



Specific Feedback: 

Finish the week 1 progress.



- Week 2 [ 10/02/25 ]


General Feedback: 

Progress being checked by Mr. Martin.


Specific Feedback: 

Received good feedback from Mr. Martin.


- Week 3 [ 17/02/25 ]


General Feedback: 

Find some graphic design artwork & see the potential in the artwork.


Specific Feedback: 
Mr. Martin gave us some advice and asked us to consider, "Do I want to work on this design for Task 2?" He also suggested adding more example pictures to the lecture notes to make them more visually appealing and easier to read.


Reflection

Throughout this assignment, I have gained a deeper understanding of design principles, elements and their application in visual compositions. By analyzing the selected artwork, Fruit? Yes, Please, I was able to break down its design structure, identifying how elements work together to create a cohesive piece. This process enhanced my ability to critically assess graphic design and apply theoretical knowledge in a practical way.  Beyond analysis, the exploration of design principles has deepened my appreciation for effective design and will continue to influence my creative process in future projects.


Further Reading


[ Graphic Design The New Basics ] 

By Lupton Ellen  · 264 Pages  ·  2008 (Revised in 2015)

Key Topics Covered:

1. Point, Line, and Plane

  • The building blocks of composition.
  • How simple shapes create structure and meaning in design.

2. Texture and Pattern

  • The role of textures and repetitive elements in adding depth and interest.
  • How patterns can guide visual flow.

3. Scale and Contrast

  • How size differences create emphasis and hierarchy.
  • Using contrast (light vs. dark, big vs. small) to guide attention.

4. Color Theory

  • Understanding color relationships and psychology.
  • How color affects mood and perception in design.

5. Typography & Visual Hierarchy

  • How type interacts with other design elements.
  • The balance between readability and aesthetics.

6. Rhythm and Motion

  • How repetition, variation, and movement create dynamic layouts.
  • The illusion of motion in static designs.

7. Layering and Transparency

  • Using overlapping elements to create depth.
  • Playing with transparency to add complexity.

8. Grids and Composition

  • How grids create structure and organization.
  • Breaking the grid for experimental layouts.
 
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