Design Principles / Task 1:Exploration
06/02/2024 - 24/02/2024
Week 1-Week 3
LIM CHAEHWAN (0363792)/ Bachelor of Design (Hons) in Creative Media / Taylor's University
INTRODUCTIONS
LECTURES
There are nine different design principles taught in the module.
- Gestalt theory
- Contrast
- Emphasis
- Symbol
- Balance
- Word and Image
- Repetition
- Movement
- Harmony and Unity
1. Gestalt theory
A cognitive principle in which elements interact with each other to form larger patterns or shapes.
For example, similar elements can be grouped and perceived as one larger group.
2) Law of Pragnanz
3) Law of Proximity
4) Law of Continuity
5) Law of Closure
6) Law of Common Region
Fig. 1.0 About Gestalt theory
2. Contrast
Emphasizing the visual differences between elements attracts attention and creates clear distinctions. You can use color, size, and shape to contrast and emphasize important information or elements.
The effect of contrast
1) Contrast is attractive to the eye
2) Contrast aids the organization of information
3) Contrast creates a focus
3. Emphasis
Bringing out certain elements in a design to draw the user's attention to them. This can be achieved by adjusting elements such as color, size, shape, and position.
Fig. 1.2 Example of emphasis
4. Balance
This refers to the placement of design elements to balance their visual weight, making them appear stable. There can be either symmetrical or asymmetrical balance.
Three types of balance
1) Symmetrical balance
2) Asymmetrical balance
3) Radial balance
Fig. 1.3 Example of balance
5. Repetition
This refers to repeatedly using the same element or pattern within a design. This maintains consistency and provides patterns for users, making the design more familiar.
Fig. 1.4 Example of repetition
6. Movement
Design elements indicate visual movement or lead the user's eyes to move in a specific direction.
Fig. 1.5 Example of movement
7. Harmony & Unity
This means that design elements are harmoniously combined to provide a sense of unity and a consistent design experience.
Fig. 1.6 Example of harmony & unity
8. Symbol
It refers to representing information or concepts in a concise and clear form. Symbols help convey messages that users can understand intuitively.
Fig. 1.7 Graphic symbol
9. Word and Image
refers to combining text and images to achieve effective communication. Text and images complement each other to convey information and provide a clear message to the user.
Fig. 1.8 Example of word & image
-Selected UNSDG Goal
Fig. 2.0 UNSDG Goal 12
I chose sustainable development goal 12 regarding "Responsible consumption and production".
By selecting SDG 12, I aim to address one of the most critical challenges of our time: unsustainable consumption and production patterns. These patterns pose a significant threat to the environment, human health, and socioeconomic development. Unsustainable consumption leads to resource depletion, pollution, and environmental degradation, exacerbating issues such as climate change, biodiversity loss, and water scarcity.
SDG 12 emphasizes the importance of promoting sustainable consumption and production practices to ensure the well-being of both present and future generations. It calls for urgent and concerted action to minimize waste generation, increase resource efficiency, and promote the use of renewable energy sources. By choosing SDG 12, I seek to highlight the urgency of transitioning towards more sustainable lifestyles and business models, which are essential for preserving the planet's natural resources and achieving long-term prosperity for all.
Furthermore, SDG 12 aligns with the broader agenda of sustainable development by addressing the interconnectedness of environmental, social, and economic issues. It underscores the need for holistic approaches to development that promote environmental sustainability, social equity, and economic growth. By promoting sustainable consumption and production, SDG 12 contributes to building a more resilient and inclusive society, in line with the overarching goals of sustainable development.
-Selected Design
The artwork below is my choice.
Artist: Marian Williams (1962~)
Year: 2020
Material: Paper, Collage
Size: 30 x 30 x 2 cm
-Explanation for selecting the work of art/design
"Eau de l'Héros" is constructed using real illustrations taken from 1960s magazines. The work is based on perfume advertisements, and the bottle looks like it contains a heroic perfume. The work criticizes the consumerist culture and the advertising culture that encourages indiscriminate consumption by consumers. Heroic images expressed through nostalgia can give consumers the impression that the products consumed provide a special and heroic experience. However, these advertisements can often lead consumers to continuity of consumption and reckless purchases, which can negatively affect sustainable consumption and production. Therefore, I chose "Eau de l'Héros" because the painting contains a critical view of the consumption culture and consumers' behavior. The painting criticizes the culture of consumerism and encourages consumers to rethink the importance of sustainable consumption and production. This is closely linked to SDG 12's efforts to promote sustainable consumption and production.
-Design principles observed in "Eau de l'Héros" include:
1)Gestalt theory (Similarity, Proximity, Closure)
2)Contrast
3)Symbol
4)Emphasis
Overall, "Eau de l'Héros" is a powerful artistic expression of UNSDG Goal 12, Responsible consumption and production.
FEEDBACK
Week 3: At first, I chose video art, but it's good to try something new, I found a new piece through feedback that there's so much to analyze because the running time is so long, and it's going to be too hard to do the final assignment later. So I choose another artwork for the assignment. The lecturer also said 'It looks better than before'.
Week 4: The "Eau de l'Héros" inclusion part of Design principles Has to include the design principle name, not the detailed explanation. So, I deleted the detailed explanation. And then, I was instructed on How to do a visual analysis in Task 2.
REFLECTION
Experience:
Taking a design principles class was a foundational step for me. Initially, I felt overwhelmed by the complexity of design theory, but as I delved deeper into concepts like Gestalt theory, contrast, emphasis, and balance, I began to grasp their significance in creating impactful designs. Choosing a challenging video for a project initially led to frustration, but receiving feedback helped me steer in the right direction.
Observation:
During my exploration of design theory, I became captivated by Marian Williams' Eau de l'Héros. This particular design not only appealed to me aesthetically but also sparked my interest in the concept of dematerialized consumption and its relevance to modern society's concerns, such as sustainable development goals (SDGs). This observation broadened my perspective on the role of design in addressing contemporary issues.
Findings:
Through my experiences and observations, I discovered the interconnectedness between design theory and real-world applications. By studying existing works, I gained insights into how design principles can be effectively employed to communicate ideas, evoke emotions, and provoke thought. This realization deepened my appreciation for the power of design in shaping perceptions and influencing behavior, reinforcing the importance of continuous learning and exploration in the field of design.
FURTHER READING
This is Her own website. I looked for her to study more closely.
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