Design Principles | Task 1 - Exploration
|| 3/2/25 – 17/2/25 (Week 1 – Week 3)
|| Tee Zi Tong, 0366165
|| Design Principles
|| Task 1: Exploration (20%)
CONTENT LIST
1. Module Information Brief
2. Lectures Notes
3. Task 1: Exploration
4. Reflections
MODULE INFORMATION BOOKLET
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LECTURES NOTES
Lecture 1 / Contrast & Gestalt Theory
Contrast:
Design principal contrast functions when designers use difference between two elements to attract viewer attention. A design stands out immediately to viewers because contrast creates strength on first impression. This vital design concept supports creative projects within photography and interior design and graphic design and architecture fields.
A distinct contrast appears through the union of opposing elements that achieve a definitive separation between them. Design readability increases while the design environment remains balanced when contrast creates visual differences in the composition. Where background elements oppose design components the focal point becomes clear making viewers direct their attention.
Creative designs that effectively deliver their intended messages have different forms of contrast which serve diverse purposes.
Fig 1.1.1, credits - Contrast
Gestalt Theory:
The perceptual theory of Gestalt examines mental patterns of visual interpretation by detailing how we inherently combine identical elements and detect order and reduce complex patterns in designs. This psychological concept later transformed into an indispensable guideline to produce efficient designs that are also visually appealing.
The German word "Gestalt" has two meanings that translate as "shape" and "form." Several basic concepts from this theory serve to improve both design composition structures and clear visual understanding.
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Principle of Similarity:
- Multiple individual elements appear as one group to human perception when they possess any shared characteristics such as color, size, shape or texture. The consistent use of headings throughout a book delivers both unification and organization in design.
Principle of Continuation:
- According to design principles lines and curves and paths will naturally guide the human eye inside a composition. A visual pathway develops from this principle to direct viewers throughout the artwork composition.
Principle of Closure:
- Human beings automatically interpret fragmented shapes as complete ones. The human brain completes incomplete logos in our perception by automatically filling in missing elements because of the principle of closure.
Principle of Proximity:
- Visual organization through separation of related objects from those that are unrelated will create better groupings. Using these principles in design practice results in visual gold standards which both define order systems and improve design efficiency.
Principle of Figure/Ground:
- While viewing elements the human brain chooses which parts become the focus ('figure') or sit behind ('ground'). Successful application of this concept helps focus both the audience and enhances visual effectiveness.
Principle of Symmetry & Order:
- Symmetry stabilizes compositions with unified appearance, yet asymmetry generates energetic dynamics in a design. Visual discussions that combine these principles generate well-balanced arrangements suitable for aesthetically pleasing compositions.
Lecture 2 / Balance & Emphasis
Balance:
Visual weight distribution across a composition forms the basis of balance. This process prevents one area from dominating over others so the design maintains stability and cohesion. Artistic compositions contain two main balance categories:
Symmetrical Balance:
- In symmetrical balance, both sides of a design mirror each other. The arrangement creates official-looking designs that establish visible levels of importance. The artistic composition becomes two identical parts which match one another perfectly across their middle section.
Fig 2.1.1, Examples of applying Symmetrical Balance
Asymmetrical Balance:
- If visual weight is distributed unbalanced in an arrangement it produces an aesthetically modern appearance that balances dynamics with form. The method establishes equilibrium through balanced contrast alongside various visual transitions accompanied by central points which do not demand complete symmetrical arrangements.
Fig 2.1.2, Examples of applying Asymmetrical Balance
Golden Ratio:
The Golden Ratio serves artists and architects since ancient times as their tool to create visually balanced artworks. The concept helps arrange compositions through structures which create balance that appears organically pleasant to viewers.
Rule of Thirds:
Visual interest receives enhancement through the Rule of Thirds which divides images into nine equal parts. Design elements should be located either on or at intersection points of the grid for balanced and dynamic arrangements.
Emphasis:
Design emphasis directs viewer focus to the most crucial design component which becomes the visual center point of attention. A carefully placed emphasis point unites the design structure along with clear priority settings that leads people directly to key material yet remains easy to understand.
Lecture 3 / Repetition & Movement
Repetition (Pattern & Rhythm):
Design consistency becomes stronger through repetition since designers repeat elements including colors, shapes or textures. Rhythm results through repetition which both engages viewers and introduces structure to the composition. Introducing different elements in terms of size or color or style enables viewers to maintain visual interest.
Movement:
Design elements guide viewer perception among all components in a composition through the concept of movement. A design achieves flow by moving attention between different elements with the integration of shapes, lines, curves and forms.
Hierarchy:
The design arrangement of elements happens through a system which reflects their relative importance. Designers achieve visual direction by amplifying essential content using color or typographical features to lead viewers towards a particular section in their composition.
Alignment:
Elements in a design will organize themselves along established axes or parallel lines during the alignment process for consistent visual organization. The visual elements in alignment create order through proper organization which enhances readability and promotes aesthetic harmony while directing viewer attention toward focal points.
TASK 1 - EXPLORATION
The Persistence of Memory
Title: The Persistence Memory
Artist: Salvador Dalí
Year: 1931
Medium: Oil on canvas
Size: 24 cm × 33 cm
Source: The Persistence of Memory
Why I Chose This Artwork (200words)
The surrealism of The Persistence of Memory attracted me to select this work of art. The piece started with the intriguing design of melting timepieces that both stunned and intrigued me. The clocks in this artwork symbolize a concept of adjustable time measurements dependent on personal psychological activities such as dreams or memories. Time appears to shift its pace in a way that depends on personal emotions and life circumstances according to this universal principle. Just like the delicate nature of the melting clocks one finds an interesting tension with the completely empty void of the background. The peculiar nature of this world stops time from operating normally and creates an urge to understand its hidden significance.
Salvador Dalí achieves my favorite aspect of this work by merging realistic aspects with his visionary mind. The artist applies actual elements such as cliffs and clocks before turning them into dreamlike fantasy through his techniques. The artwork creates both recognizable and perplexing effects because of this composition choice. The artwork invites viewers to reach a deep level of thought about their understanding of reality. Salvador Dalí achieved harmony through balanced composition and warm colors in his painting although the bizarre elements present few qualities of normalcy. The artwork accumulated my choice because it provides an uncommon viewing experience which inspires deeper consideration about time concepts and dream interpretation as well as human perception of reality.
Design Principles Observed in the Artwork
Symbol:
- The figures of clock components changing into liquid forms show how time experiences non-objective and nonlinear changes to individual perception. The pocket watch positioned at the bottom left part of the artwork links to human awareness together with death and mortality.
Emphasis:
- The distorted clocks remain the main visual center although they stand out because of their odd shape and placement. The clocks possess a smooth texture which stands in opposition to the rugged surface of the background.
Balance:
- The surreal aspects in the artwork remain balanced because shapes and color distribution work in unison. The overall stability of the composition appears through balanced asymmetrical arrangement of pictorial elements.
Movement:
- The painting directs viewer attention from the left tree to the central white section before reaching the distant background cliffs.
Contrast:
- The painting's dreamlike atmosphere is strengthened by the difference between the soft and melting clocks which appear next to the harsh and rigid landscape features.
Harmony & Unity:
- It achieved unity by using a single-color scheme of natural brown tones with blue and yellow hues even though his artwork presented surrealism through disjointed components.
REFLECTIONS
To conclude, I found TASK 1 to be quite manageable and incredibly insightful as it introduced me to various essential design principles. This task allowed me to explore these principles in greater depth while enhancing my understanding of how to conduct a structured visual analysis. I was able to identify and explain each design principle, demonstrate its application within an artwork, and analyze how it influences the viewer’s perception. The lecture materials were particularly useful, providing clear explanations and relevant examples that made it easier to grasp and connect with the concepts.
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