Design Principles | TASK 3: Development & Design
03/03/25 - 17/03/25 [ Week 5 - Week 7 ]
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 3 : Development & Design (30%) + overall blog (10%)
2. Task 3 / Progress
3. Feedback
4. Reflection
Instructions
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Selected Design
Chosen Artwork
Refined Sketch
Design Process
Sketching the Initial Concept
First I Start with a rough digital sketch outlining the key elements: a hand holding a bowl of fruit, the bold typography ("fruit?" and "YES PLEASE"), and background elements. Then, I use a soft brush to create loose strokes, defining composition and placement.
Refining the Linework
I Clean up the sketch using a finer brush, ensuring clearer shapes and contours then adjust proportions of the hand and fruit for a balanced composition and refine text positioning to maintain readability and emphasis.
Establishing the Base Colours
Fill in large areas with base colours, such as dark brown for the background and warm tones for the text. Then, apply a skin tone for the hand and muted colours for the fruit to create harmony and ensure the palette conveys a warm, inviting atmosphere.
Adding Shadows and Highlights
I added shading to create depth, especially on the hand, bowl, and fruit. Then, add highlights to the top of the hand and fruit to enhance three-dimensionality.
Incorporating Background Elements
Sketch and refine additional elements, such as the radial background lines that draw attention to the hand. Besides, adjust text perspective to enhance visual impact and experiment with different background textures and gradients for contrast.
Adding Final Details & Effects
Added small glowing effects on the bowl and wrist for visual interest. Adjust overall contrast and brightness to enhance the final presentation.
[ in Adobe Illustrator ]
Setting Up the Workspace
I Open Adobe Illustrator and create a new document with the desired canvas size and import the Procreate psd file with all layers into it. Then, lock the reference layer to avoid accidental edits while working on typography.
Creating the Base Text
I Use the Type Tool (T) to type "YES" and "PLEASE" separately. Select a bold, heavy-weight sans-serif font to ensure strong visual impact and adjust the text size to fit the intended composition and align it dynamically within the artwork.
Applying Distorted Typography
I convert the text to Outlines (Type > Create Outlines) to make it editable as vector shapes. Then, I use the Envelope Distort (Object > Envelope Distort > Make with Warp) feature to apply subtle distortion to the letters.
Arranging the Text in a Bold & Staggered Layout
I position "YES" at an angle, slightly tilted, to guide the viewer’s eye downward and then place "PLEASE" underneath in a staggered alignment, ensuring that it remains balanced yet dynamic.
Adjusting Colours
I fill the text with a warm, golden-orange hue to contrast against the dark background.
Importing the Image
Drag and drop the fruit image (from Pinterest) onto the canvas and select the image and go to Window > Image Trace to open the Image Trace panel.
Choosing an Image Trace Preset
I click on the image and go to Object > Image Trace > Make to activate tracing. In the Image Trace panel, I select the preset of 6 Colours
Expanding the Traced Image
Once satisfied with the traced effect, I click Expand (top toolbar).This converts the traced image into editable vector shapes with anchor points.
Refining the Vectorized Fruit
Then, I use the Direct Selection Tool (A) to adjust anchor points and smooth edges. Remove unnecessary details or tweak the coloUr balance in the Swatches panel and adjust the stroke and fill settings to enhance visual contrast.
Selecting the Object for Grain Effect
Go to Effect > Texture > Grain to open the Grain Filter Panel.
Applying Grain to the Hand
I select the hand illustration and open the Grain effect and adjust it subtly to create a soft, organic texture. This enhances the realism of the illustration by adding slight imperfections and depth.
Adding Grain to the Background
I select the brown background area and apply a higher grain intensity with a linear effect, making it look more textured to adds contrast and visual depth to the composition.
Final Adjustments & Exporting
Ensure all elements are well-aligned and the typography integrates smoothly with the hand illustration. Make final refinements to text positioning, contrast, and shadow effects. Lastly, export the final design as a high-resolution PNG or PDF for printing or digital use.
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.
Feedback
General Feedback:
Done showing Mr Martin 3 sketches, he think sketch 1 & sketch 3 is good for me to continue doing for Task 3. Mr Martin also gave us suggestions that Task 3 have to include all the process of creation, drafts of the sketches and picture references. Task 3 isn't about texting our skills, it's about how do we apply design principle's knowledge to create artworks.
General Feedback:
Mr Martin give us more time to make any changes and complete the blogspot. He will start marking on Wednesday.
Reflection
Experience
Throughout this task, I explored various digital design techniques, primarily using Adobe Illustrator and Procreate. The process involved experimenting with typography, image tracing, texture application, and composition techniques to create a visually engaging design. One of the most interesting aspects of the experience was working with distorted typography to create an eye-catching and dynamic effect. By adjusting the arrangement and scale of the text, I was able to emphasize the message while ensuring it remained legible and cohesive within the design. Additionally, working with grain effects in both the background and the hand added a level of depth and realism, making the composition feel richer. I also experimented with vectorizing fruit images using the Image Trace tool, which helped simplify complex photographic elements into stylized vector graphics that matched the overall aesthetic of the piece. The process required multiple adjustments and refinements, particularly in ensuring balance and contrast within the layout, but ultimately, it was a rewarding experience that enhanced my understanding of digital design principles.
Observation
During the design process, I noticed that the bold, staggered typography arrangement helped to create a sense of movement and emphasis. The distorted effect added visual interest while still keeping the text readable. Additionally, the dark background played a crucial role in contrast, making the key elements such as the hand, fruit, and typography stand out effectively. Applying the grain texture to the hand and background introduced a more organic, tactile quality to the composition, preventing it from feeling too flat or artificial. I also observed that vectorizing the fruit images using the Image Trace tool provided a more cohesive and stylized look, which aligned well with the rest of the illustration. The use of layering techniques, such as adding subtle shadows and highlights, contributed to a more visually appealing and structured composition. Overall, the design choices worked together to create a balanced and engaging visual experience.
Findings
Through this task, I discovered the impact of texture and grain effects in enhancing depth and realism within a digital artwork. The addition of grain to the hand and background not only improved the aesthetic quality but also helped create a sense of materiality, making the elements feel more natural. Another key finding was the effectiveness of typography manipulation in directing the viewer's attention and reinforcing the message. By using a distorted yet structured arrangement of the words "YES PLEASE", the composition gained a sense of urgency and dynamism. Additionally, I found that layering elements properly such as integrating shadows, highlights, and varying opacity levels can significantly improve the clarity and hierarchy of a design. Lastly, working with vectorized images using Image Trace allowed for a more unified and stylized approach, demonstrating how photographic elements can be adapted into graphic design without losing cohesion. Overall, this task deepened my understanding of how various digital design tools and principles work together to create a compelling visual composition.
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