DESIGN PRINCIPLES - Task 1: EXPLORATION
DESIGN PRINCIPLES - Task 1: EXPLORATION
9/2/2026 - 23/2/2026 (Week 2 - Week 4)
Nur Adila binti Nazary (0377352)
Design Principles / Bachelor in Design (Honours) in Creative Media / Taylor's University
Task 1
1) Instructions
2) Lecture
3) Understanding Design Principles
4) Selected Design
5) Explanation for Selecting The Work of Art / Design
6) Feedback
7) Reflection
INSTRUCTION
LECTURES
Week 1
(The module introduction and face to face classes starts on Week 2.)
Week 2
Module Introduction
For this section, we have to explain and elaborate on why we chose this design as our final artwork in 150-200 words. Then, list out all of the design principles found in the artwork.
EXPLANATION WHY:
This is Guang Hong Zang's artwork called Moon and Tree. It is a digital artwork clear from its clean lines and smooth gradients.
LECTURES
Week 1
(The module introduction and face to face classes starts on Week 2.)
Week 2
Module Introduction
The lecturer introduces us to the module and the assignments that we are going to do by going through the Module Information Booklet. She informed us that we needed to document all of our processes and reasonings of our work on Blogger. We cannot use any other platform other than Blogger to keep it consistent. Generating AI artwork isn't allowed for this module at all.
Introduction Elements & Principles of Design
Introduction to Design
Visual communication is very important to give purposeful messages to a specific target audience. With this, we have to carefully use and really thought out design to achieve understanding and communication well.
There are 2 important things in design which are:
1) Elements of Design (the basics elements to create an artwork)
2) Principles of Design ( rules that helps to arrange the elements to create an impactful design)
Elements of Design
There are 7 elements of design which are:
1) Point
- A point/dot the most simplest element can be used repeatedly to form a line.
- A point can be moved around then create two and three dimensional figures and forms.
2) Line
- A line is formed by connected two points together.
- A line can be horizontal, vertical, straight, curved, diagonal and more to show motion and emotion.
Introduction Elements & Principles of Design
Introduction to Design
Visual communication is very important to give purposeful messages to a specific target audience. With this, we have to carefully use and really thought out design to achieve understanding and communication well.
There are 2 important things in design which are:
1) Elements of Design (the basics elements to create an artwork)
2) Principles of Design ( rules that helps to arrange the elements to create an impactful design)
Elements of Design
There are 7 elements of design which are:
1) Point
- A point/dot the most simplest element can be used repeatedly to form a line.
- A point can be moved around then create two and three dimensional figures and forms.
 |
| Source: 2D and 3D shapes |
2) Line
- A line is formed by connected two points together.
 |
| Source: Lines |
- A line can be horizontal, vertical, straight, curved, diagonal and more to show motion and emotion.
 |
| Source: Types of Lines |
3) Shape
- It is the space inside a two dimensional outline or three dimensional object. Usually visible when lines enclosed an area or when it changes in colour, value or texture that separates it from surroundings.
There are two types of shapes which are:
a) Geometric shape - usually symmetrical and even figures.
b) Organic shapes - usually irregular and curvy.
4) Form
A form is a three dimensional area which usually have a volume (that means occupies space), height, width and depth.
5) Texture
- A texture is usually about how something feels or looks like it would feel.
There are two types of texture which are:
a) Actual texture - In real objects you can touch a surface and feel the texture like rough and smooth.
b) Simulated/Implied texture - In art we can show texture visually even if we cannot touch it (to simulate the look of a real texture)
6) Space
- Space usually means the area around, between and inside things. Like the empty space.
- For a two dimensional space it is flat following the edges which is the height and width of it.
There are two types of spaces for two dimensional which are:
a) Positive space - the main subject in the artwork that grabs your attention first.
b) Negative space - the empty area around and between the main subject
The tree (the black part) is a positive space, which is the main subject. Surrounding the tree (the white part) is the negative space.
- For three dimensional the mass is the solid and the volume is the space that we can be in.
7) Colour
Colour is what we see when our eyes reflected light.
There are 3 parts in colour which are:
a) Hue - What colour is it in the colour wheel? Red, Blue, Yellow?
b) Value - How dark or light it is?
Value change is called:
Tint, when added white (lighter)
Shade, when added black (darker)
Tone, when added gray (softer)
c) Intensity (Saturation) - How bright or dull it is? Its about the strength of colour.
Lecture 1 - Contrast & Gestalt Theory
1) Contrast
- Contrast is basically when two visual elements are oppose / very different to each other.
- It makes a design look more engaging and interesting.
- It also makes the important information stand out.
2) Gestalt Theory
Gestalt Theory is a way how people (human tendency / subconsciously) group similar elements or how they see patterns and try to simplify complicated images.
Gestalt Theory have many principles which are:
a) Principle of Similarity
- When elements that share of have similar trait like colours, shape or size. We would grouped them together, even if they are not close to each other.
b) Principle of Continuation
- This happens when there is elements that follow a continuous path in a certain direction.
- Our eyes follows the lines and paths and see it as a continuous flow of visual elements rather than separated elements. Even if the path is broken to is interlinked with another line.
c) Principle of Closure
- Our brain tends to fill in the gaps or the incomplete information to see it as a complete image.
d) Principle of Proximity
- The elements that are close together are usually seen as a group to have a complete image.
- We would also separate the farther elements apart.
e) Principle of Figure / Ground
- Our mind would separate what we see into a main object (figure) and a background (ground).
- The figure is what we focus on first and the ground is everything behind it.
f) Law of Symmetry & Order
- Our mind usually likes balanced and symmetrical arrangements.
- We would group elements in a away that makes it looks simple and organised even if the arrangement is complex.
Lecture 2 - Balance & Emphasis
1) Balance
Balance is the distribution of the visual weight in elements in a composition. The visual weight can be based on size or colour or texture. It adds stability, structure and emphasis to create dynamics in a composition.
There are 2 types of balance which are:
a) Symmetrical Balance
- Symmetrical balance is when the arrangement of elements have the same visual weight.
- There can be a symmetrical balance were both sides have the same visual elements as well.
- There is also radial balance where elements are arranged around a central point, making a focal point in a composition.
- It is made to be a stable and a structured feel.
b) Asymmetrical Balance
- Aymmetrical balance is a balance that is not mirrored or identical on both sides. It uses different elements that still feel visually balance.
- The elements may vary in size, shape, colour or position but still is arranged to create a sense of stability.
2) The Golden Ratio
- The Golden Ratio is a special proportion (1:1.618) that makes a visually pleasing balance.
- The Golden Ratio appears often in nature, art and design
- It is a way to arrange elements in a balance and harmonious way.
3) Rule of Thirds
- The Rule of Thirds divides a composition into 9 equal parts using a 2 horizontal and 2 vertical lines.
- The important elements are placed along the lines or at the intersections to make a balance.
- This makes the whole design look visually interesting and natural.
4) Emphasis
- Emphasis is a way to make an element stand out and attract attention first.
- We can use size, colour, contrast and position to create emphasis.
- It would redirect our eye to focus on the most important part of the design.
Week 3
Lecture 3 - Repetition & Movement
1) Repetition
- Repetition is a way of repeating visual elements such as colour, shape, line or a pattern.
- It creates consistency in a design which make its easier to understand.
2) Movement
- Movement is how the design guide the viewer's eyes from one element to another.
- This helps where the viewer need to look first, second and last.
- It makes the design feel dynamic and interesting.
3) Hierarchy
- Hierarchy is a way to show the order of importance in the elements.
- Its where important elements are made bigger, larger and bolder to make it more visible.
- It helps people to understand the information quickly.
4) Alignment
- Alignment is arranging elements so that they would line up in an organised and clean way.
- It creates structure and order to the design which makes it looks neat.
Lecture 4 - Harmony & Unity
1) Harmony
- Harmony is when all of the elements works together visually in a composition, creating a pleasing yet balanced appearance.
- Usually matching colours and similar shapes is what makes a composition harmonious.
2) Unity
- Unity is when all of the elements feel connected and belong together as one complete whole, making a clear and cohesive design.
- Unity makes the design look complete which helps to improve the clarity and organisation.
3) Scale and Proportion
Scale and Proportion is usually have to do with the size, weight and the relationship for the elements.
a) Scale
- Scale refers to the size of an element compared to others.
- It helps to create emphasis and importance that also guide the viewers attention.
b) Proportion
- Proportion is about the relationship between sizes of different elements.
- With a good proportion it makes the design look balance and natural.
Week 4
Lecture 5 - Symbol, Word & Image
1) Symbol
A symbol is a visual sign that represent a meaning or an idea. It is a tool that help to communicate messages quickly without words.
There are 2 types of symbols which are Figurative Representation and Non Figurative Representations but we are only going to talk about Figurative Representation which have graphic symbols that has 3 types which are:
a) Pictorial Symbols (Graphic Symbols)
- Pictorial (picture) Symbols are simplified version (abstract graphic) of the real objects they represent. (more to graphic/pictures)
b) Abstract Symbols (Graphic Symbols)
- Abstract Symbols are symbols that look like the real object but have less detail than the pictorial symbols. (more to logos)
c) Arbitrary Symbols (Graphic Symbols)
- Arbitrary Symbols are symbols that have no direct visual connection to the object. Which means we need to learn it to understand what it means. (more to information symbols)
2) Word and Image
- Word and Image, just like the name, it combines text (word) and visuals (image) to communicate a message.
- The words and text explain while the images help to visualize the meaning.
- With both of them together, they make communication clearer.
Lecture 6 - Visual Analysis
1) Visual Analysis
Visual Analysis is a process of studying and understanding a design or an image. It helps us explain how and why the design or image works.
There are 3 phases that we go through in Visual Analysis.
How does it work?
a) Phase 1: Observation
- Observation means that we have to look carefully and describe what we see. We have to focus more on the elements like the colours, shape, size and layout of the design.
- We don't need to read the meaning or explanation, we just look / observe.
b) Phase 2: Analysis
- Analysis is when we explain how the design elements are used.
- We cab identify the design principles that the designer used like balance, contrast or hierarchy.
c) Phase 3: Interpretation
- For Interpretation, is to explain the meaning or the message of the design. (Ask Why, What, When, Where and How) Like what is the design trying to communicate?
WHAT I'VE LEARNED IN WEEK 1-4 LECTURES:
Asymmetrical Balance - Asymmetrical balance is when different elements are arranged unevenly but still have that visual stability with careful placement.
5) Repetition
Repetition is a process of repeating visual elements such as shapes, colours or lines to make patterns or a sense of rhythm. For instance, a thin shaped lines repeated horizontally across a layout makes a consistent pattern. Repetition creates consistency and unity, making a design easier to understand and visually engaging. By using repetition, it also creates a rhythm which helps the viewer's eye flow through naturally on the composition. This also improves the clarity of the design.
6) Movement
Movement in design guide the viewer's eye from one element to another making a sense of flow and direction. For example, curved lines repeated in a wave like pattern can direct the eye along the path through the composition. Movement helps to show what the viewer should look at first, second and last making a visual hierarchy. It also make the design feels dynamic, lively and engaging.
7) Harmony & Unity
Harmony is when all of the elements in a composition work well together visually making visual compatibility and balance. For example, an artwork using only shades of blue can look harmonious because the different values of the same colour work together to create a cohesive look. Harmony makes a design pleasing and balanced to the eye.
For unity however, focuses on the overall wholeness of a composition. It makes sure that all element feel connected and belong together as one complete piece. For example, a movie poster with a consistent colour scheme and fonts that match the theme is what makes unity. Unity helps create a clear, cohesive design that improves on clarity and organisation.
8) Symbol
A symbol is a visual sign that represents an idea or a meaning, making it easy to communicate without words. Designers use symbols to quickly convey messages in a design. There are 3 types of symbols.
Pictorial Symbols - Simplified or abstract images of real objects, often used in graphic or illustration.
Abstract Symbols - Represent real world objects with minimal detail, often used in logos to convey ideas in a clean and simplified way.
Arbitrary Symbols - Symbols with no obvious visual connection to their meaning. The viewer must learn or understand the concept to interpret them.
9) Word and Image
Word and Image refers to the combination of text and visuals to communicate a message effectively. For example, a poster advocating for recycling might include the "3Rs" text with the Möbius loop (recycling symbol). By using both words and images helps viewers understand the message more clearly, since the visual strengthen the meaning of the text. This combination makes communication in design more impactful and easier to interpret.
- It is the space inside a two dimensional outline or three dimensional object. Usually visible when lines enclosed an area or when it changes in colour, value or texture that separates it from surroundings.
 |
| Source: Shapes #1 |
a) Geometric shape - usually symmetrical and even figures.
 |
| Source: 2D Geometric Shapes |
b) Organic shapes - usually irregular and curvy.
 |
| Source: Organic Shapes |
4) Form
A form is a three dimensional area which usually have a volume (that means occupies space), height, width and depth.
5) Texture
- A texture is usually about how something feels or looks like it would feel.
There are two types of texture which are:
a) Actual texture - In real objects you can touch a surface and feel the texture like rough and smooth.
b) Simulated/Implied texture - In art we can show texture visually even if we cannot touch it (to simulate the look of a real texture)
 |
| Source: Implied Texture |
6) Space
- Space usually means the area around, between and inside things. Like the empty space.
 |
| Source: Space |
- For a two dimensional space it is flat following the edges which is the height and width of it.
There are two types of spaces for two dimensional which are:
a) Positive space - the main subject in the artwork that grabs your attention first.
b) Negative space - the empty area around and between the main subject
 |
| Source: Positive and Negative Space |
The tree (the black part) is a positive space, which is the main subject. Surrounding the tree (the white part) is the negative space.
- For three dimensional the mass is the solid and the volume is the space that we can be in.
7) Colour
Colour is what we see when our eyes reflected light.
There are 3 parts in colour which are:
a) Hue - What colour is it in the colour wheel? Red, Blue, Yellow?
 |
| Source: Colour Wheel |
b) Value - How dark or light it is?
Value change is called:
Tint, when added white (lighter)
Shade, when added black (darker)
Tone, when added gray (softer)
 |
| Source: Colour Value |
c) Intensity (Saturation) - How bright or dull it is? Its about the strength of colour.
 |
| Source: Hue, Saturation and Brightness |
Lecture 1 - Contrast & Gestalt Theory
1) Contrast
- Contrast is basically when two visual elements are oppose / very different to each other.
 |
| Source: Contrast |
- It makes a design look more engaging and interesting.
- It also makes the important information stand out.
2) Gestalt Theory
Gestalt Theory is a way how people (human tendency / subconsciously) group similar elements or how they see patterns and try to simplify complicated images.
Gestalt Theory have many principles which are:
a) Principle of Similarity
- When elements that share of have similar trait like colours, shape or size. We would grouped them together, even if they are not close to each other.
 |
| Source: The Similarity Principle |
b) Principle of Continuation
- This happens when there is elements that follow a continuous path in a certain direction.
 |
| Source: Principle of Continuation |
- Our eyes follows the lines and paths and see it as a continuous flow of visual elements rather than separated elements. Even if the path is broken to is interlinked with another line.
c) Principle of Closure
- Our brain tends to fill in the gaps or the incomplete information to see it as a complete image.
 |
| Source: Principle of Closure |
d) Principle of Proximity
- The elements that are close together are usually seen as a group to have a complete image.
 |
| Source: Principle of Proximity |
- We would also separate the farther elements apart.
e) Principle of Figure / Ground
- Our mind would separate what we see into a main object (figure) and a background (ground).
 |
| Source: Principle of Figure #1 |
- The figure is what we focus on first and the ground is everything behind it.
f) Law of Symmetry & Order
- Our mind usually likes balanced and symmetrical arrangements.
 |
| Source: Law of Symmetry & Order |
- We would group elements in a away that makes it looks simple and organised even if the arrangement is complex.
Lecture 2 - Balance & Emphasis
1) Balance
Balance is the distribution of the visual weight in elements in a composition. The visual weight can be based on size or colour or texture. It adds stability, structure and emphasis to create dynamics in a composition.
There are 2 types of balance which are:
a) Symmetrical Balance
- Symmetrical balance is when the arrangement of elements have the same visual weight.
 |
| Source: Symmetrical Balance |
- There can be a symmetrical balance were both sides have the same visual elements as well.
- There is also radial balance where elements are arranged around a central point, making a focal point in a composition.
 |
| Source: Radial Balance |
- It is made to be a stable and a structured feel.
b) Asymmetrical Balance
- Aymmetrical balance is a balance that is not mirrored or identical on both sides. It uses different elements that still feel visually balance.
 |
| Source: Asymmetrical Balance |
- The elements may vary in size, shape, colour or position but still is arranged to create a sense of stability.
2) The Golden Ratio
- The Golden Ratio is a special proportion (1:1.618) that makes a visually pleasing balance.
 |
| Source: The Golden Ratio |
- The Golden Ratio appears often in nature, art and design
 |
| Source: The Golden Ratio in Real Life |
- It is a way to arrange elements in a balance and harmonious way.
3) Rule of Thirds
- The Rule of Thirds divides a composition into 9 equal parts using a 2 horizontal and 2 vertical lines.
 |
| Source: Rule of Thirds |
- The important elements are placed along the lines or at the intersections to make a balance.
 |
| Source: Rule of Thirds in Real Life |
- This makes the whole design look visually interesting and natural.
4) Emphasis
- Emphasis is a way to make an element stand out and attract attention first.
 |
| Source: Emphasis |
- We can use size, colour, contrast and position to create emphasis.
- It would redirect our eye to focus on the most important part of the design.
Week 3
Lecture 3 - Repetition & Movement
1) Repetition
- Repetition is a way of repeating visual elements such as colour, shape, line or a pattern.
 |
| Source: Repetition |
- It creates consistency in a design which make its easier to understand.
2) Movement
- Movement is how the design guide the viewer's eyes from one element to another.
 |
| Source: Movement |
- This helps where the viewer need to look first, second and last.
- It makes the design feel dynamic and interesting.
3) Hierarchy
- Hierarchy is a way to show the order of importance in the elements.
 |
| Source: Hierarchy #1 |
- Its where important elements are made bigger, larger and bolder to make it more visible.
- It helps people to understand the information quickly.
4) Alignment
- Alignment is arranging elements so that they would line up in an organised and clean way.
 |
| Source: Alignment |
- It creates structure and order to the design which makes it looks neat.
Lecture 4 - Harmony & Unity
1) Harmony
- Harmony is when all of the elements works together visually in a composition, creating a pleasing yet balanced appearance.
 |
| Source: Harmony |
- Usually matching colours and similar shapes is what makes a composition harmonious.
2) Unity
- Unity is when all of the elements feel connected and belong together as one complete whole, making a clear and cohesive design.
 |
| Source: Unity #1 |
- Unity makes the design look complete which helps to improve the clarity and organisation.
3) Scale and Proportion
Scale and Proportion is usually have to do with the size, weight and the relationship for the elements.
a) Scale
- Scale refers to the size of an element compared to others.
 |
| Source: Scale and Proportion #1 |
- It helps to create emphasis and importance that also guide the viewers attention.
b) Proportion
- Proportion is about the relationship between sizes of different elements.
 |
| Source: Proportion |
- With a good proportion it makes the design look balance and natural.
Week 4
Lecture 5 - Symbol, Word & Image
1) Symbol
A symbol is a visual sign that represent a meaning or an idea. It is a tool that help to communicate messages quickly without words.
There are 2 types of symbols which are Figurative Representation and Non Figurative Representations but we are only going to talk about Figurative Representation which have graphic symbols that has 3 types which are:
a) Pictorial Symbols (Graphic Symbols)
- Pictorial (picture) Symbols are simplified version (abstract graphic) of the real objects they represent. (more to graphic/pictures)
 |
| Source: Pictorial Symbol |
b) Abstract Symbols (Graphic Symbols)
- Abstract Symbols are symbols that look like the real object but have less detail than the pictorial symbols. (more to logos)
 |
| Source: Abstract Symbol |
c) Arbitrary Symbols (Graphic Symbols)
- Arbitrary Symbols are symbols that have no direct visual connection to the object. Which means we need to learn it to understand what it means. (more to information symbols)
 |
| Source: Arbitrary Symbol |
2) Word and Image
- Word and Image, just like the name, it combines text (word) and visuals (image) to communicate a message.
 |
| Source: Word and Image |
- The words and text explain while the images help to visualize the meaning.
- With both of them together, they make communication clearer.
Lecture 6 - Visual Analysis
1) Visual Analysis
Visual Analysis is a process of studying and understanding a design or an image. It helps us explain how and why the design or image works.
There are 3 phases that we go through in Visual Analysis.
How does it work?
a) Phase 1: Observation
- Observation means that we have to look carefully and describe what we see. We have to focus more on the elements like the colours, shape, size and layout of the design.
- We don't need to read the meaning or explanation, we just look / observe.
b) Phase 2: Analysis
- Analysis is when we explain how the design elements are used.
- We cab identify the design principles that the designer used like balance, contrast or hierarchy.
c) Phase 3: Interpretation
- For Interpretation, is to explain the meaning or the message of the design. (Ask Why, What, When, Where and How) Like what is the design trying to communicate?
WHAT I'VE LEARNED IN WEEK 1-4 LECTURES:
From these 4 weeks of lectures, I learned how the module is structured and the importance of documenting our design process on Blogger. I understood that the process and reasoning behind our work are just as important as the final outcome. I also learned that AI can be used as a supportive tool for research and ideas but not for generating final artworks, which helps us develop original ideas.
Other than that, I have a better understanding of the Elements of Design such as line, shape, colour, texture and more. Each of them have their own way to form the foundation of any artwork. I also learned how Principles of Design such as contrast, balance, emphasis and others helps to organise these visual elements to create an effective visual communication. Lastly, learning about Gestalt theory and visual analysis helped me understand how viewers interpret or see design and how to analyze artworks properly.
Other than that, I have a better understanding of the Elements of Design such as line, shape, colour, texture and more. Each of them have their own way to form the foundation of any artwork. I also learned how Principles of Design such as contrast, balance, emphasis and others helps to organise these visual elements to create an effective visual communication. Lastly, learning about Gestalt theory and visual analysis helped me understand how viewers interpret or see design and how to analyze artworks properly.
UNDERSTANDING DESIGN PRINCIPLES
Assignment 1 Overview:
For Task 1, we needed to describe design principles based on the list provided by the lecturers with explanation and a suitable image example from the Internet. In addition, we needed to choose an artwork / design that we found interesting and explain on why we chose it in about 150 to 200 words. On top of that, we also needed to identify and list the design principles observed in the chosen artwork. With this task, it helps us to develop our understanding on how design principles are applied in real design works.
DESIGN PRINCIPLES EXPLANATION
We can explain each design principles by asking these questions:
a) What is the definition?
b) Give an example.
c) What is the main purpose of using it?
d) How does it effect the design / us?
1) Gestalt Theory
Gestalt Theory explain how our brains organize visual elements into patterns so we can understand complex images more easily. It focuses on how the human brain organizes information subconsciously, making designs much more easier to understand. There are 6 Gestalt Principles.
Principle of Similarity - Elements that share similar traits such as colour, shape or size are perceived as
belonging together, even if they are not close to each other. This helps the viewers group related items automatically.
Principle of Continuation - When element follow a continuous path, our eyes naturally follow that direction. We see the composition as a flowing, connected whole rathe than separate parts.
Principle of Closure - Our brains tend to fill in the gaps or incomplete information to see a complete image, making incomplete design appear complete.
Principle of Proximity - Elements that are close together are seen as a part of the same group, while elements farther apart appear separate. This helps to organize a composition visually.
Principle of Figure / Ground - The mind separates the main object (figure) from the background (ground), helping our focus toward the most important part of the design first.
Law of Symmetry & Order - We humans naturally prefer balanced and orderly arrangements. Symmetrical or organized layouts make complex designs appear simple, clear and aesthetically pleasing.
2) Contrast
Contrast is when using two visual elements are different from each other, just like its name. For example in colours, contrast can be seen between white and black, and in textures between rough and smooth surfaces. Contrast helps to highlight important information or elements in a design which helps viewers to focus on those parts first. It also makes the design look more engaging and dynamic because the opposing elements create a variation and a captivating design.
3) Emphasis
Emphasis is used to make specific element stand out or to create a focal point that immediately draw the viewer's attention. For example, a design with a black background and a large yellow circle in the middle will make the viewer focus on the yellow circle first because it contrast and stand out the most. We can get emphasis through changes in size, colour or position of elements. Designer use emphasis to highlight important information and guide the viewer's eye to the most important part of the composition. It is an effective way to direct focus and communicate importance in a design.
4) Balance
Balance is the arrangement of visual weight in a whole composition. Visual weight can be influenced by the size, colour, shape or position of the elements. For example, a large square has more visual weight than a small square and a dark blue element looks heavier than a light blue element. The main purpose of balance is to create stability and structure in a design. By having balance in a composition, it will look visually pleasing and feels more stable and organised. Balance can be divided by 2 types which are symmetrical balance and asymmetrical balance.
Symmetrical Balance - Symmetrical balance is when the elements are evenly distributed on both sides of a composition making it a stable appearance.
Assignment 1 Overview:
For Task 1, we needed to describe design principles based on the list provided by the lecturers with explanation and a suitable image example from the Internet. In addition, we needed to choose an artwork / design that we found interesting and explain on why we chose it in about 150 to 200 words. On top of that, we also needed to identify and list the design principles observed in the chosen artwork. With this task, it helps us to develop our understanding on how design principles are applied in real design works.
DESIGN PRINCIPLES EXPLANATION
We can explain each design principles by asking these questions:
a) What is the definition?
b) Give an example.
c) What is the main purpose of using it?
d) How does it effect the design / us?
1) Gestalt Theory
Gestalt Theory explain how our brains organize visual elements into patterns so we can understand complex images more easily. It focuses on how the human brain organizes information subconsciously, making designs much more easier to understand. There are 6 Gestalt Principles.
Principle of Similarity - Elements that share similar traits such as colour, shape or size are perceived as
belonging together, even if they are not close to each other. This helps the viewers group related items automatically.
Principle of Continuation - When element follow a continuous path, our eyes naturally follow that direction. We see the composition as a flowing, connected whole rathe than separate parts.
Principle of Closure - Our brains tend to fill in the gaps or incomplete information to see a complete image, making incomplete design appear complete.
Principle of Proximity - Elements that are close together are seen as a part of the same group, while elements farther apart appear separate. This helps to organize a composition visually.
Principle of Figure / Ground - The mind separates the main object (figure) from the background (ground), helping our focus toward the most important part of the design first.
Law of Symmetry & Order - We humans naturally prefer balanced and orderly arrangements. Symmetrical or organized layouts make complex designs appear simple, clear and aesthetically pleasing.
 |
| Tomasz Borowicz, 2018. Source: Gestalt Theory |
2) Contrast
Contrast is when using two visual elements are different from each other, just like its name. For example in colours, contrast can be seen between white and black, and in textures between rough and smooth surfaces. Contrast helps to highlight important information or elements in a design which helps viewers to focus on those parts first. It also makes the design look more engaging and dynamic because the opposing elements create a variation and a captivating design.
 |
| Enikő Katalin Eged, n.d. Source: Contrast |
3) Emphasis
Emphasis is used to make specific element stand out or to create a focal point that immediately draw the viewer's attention. For example, a design with a black background and a large yellow circle in the middle will make the viewer focus on the yellow circle first because it contrast and stand out the most. We can get emphasis through changes in size, colour or position of elements. Designer use emphasis to highlight important information and guide the viewer's eye to the most important part of the composition. It is an effective way to direct focus and communicate importance in a design.
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| Holly Warburton, 2020. Source: Emphasis |
4) Balance
Balance is the arrangement of visual weight in a whole composition. Visual weight can be influenced by the size, colour, shape or position of the elements. For example, a large square has more visual weight than a small square and a dark blue element looks heavier than a light blue element. The main purpose of balance is to create stability and structure in a design. By having balance in a composition, it will look visually pleasing and feels more stable and organised. Balance can be divided by 2 types which are symmetrical balance and asymmetrical balance.
Symmetrical Balance - Symmetrical balance is when the elements are evenly distributed on both sides of a composition making it a stable appearance.
Asymmetrical Balance - Asymmetrical balance is when different elements are arranged unevenly but still have that visual stability with careful placement.
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| Piet Mondrian, 1921. Source: Balance |
5) Repetition
Repetition is a process of repeating visual elements such as shapes, colours or lines to make patterns or a sense of rhythm. For instance, a thin shaped lines repeated horizontally across a layout makes a consistent pattern. Repetition creates consistency and unity, making a design easier to understand and visually engaging. By using repetition, it also creates a rhythm which helps the viewer's eye flow through naturally on the composition. This also improves the clarity of the design.
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| Shinnosuke Design, 2012. Source: Repetition |
Movement in design guide the viewer's eye from one element to another making a sense of flow and direction. For example, curved lines repeated in a wave like pattern can direct the eye along the path through the composition. Movement helps to show what the viewer should look at first, second and last making a visual hierarchy. It also make the design feels dynamic, lively and engaging.
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| Alirıza ÇAKIR, 2024. Source: Movement |
Harmony is when all of the elements in a composition work well together visually making visual compatibility and balance. For example, an artwork using only shades of blue can look harmonious because the different values of the same colour work together to create a cohesive look. Harmony makes a design pleasing and balanced to the eye.
For unity however, focuses on the overall wholeness of a composition. It makes sure that all element feel connected and belong together as one complete piece. For example, a movie poster with a consistent colour scheme and fonts that match the theme is what makes unity. Unity helps create a clear, cohesive design that improves on clarity and organisation.
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| Guang Hong Zhang, 2016. Source: Harmony and Unity |
8) Symbol
A symbol is a visual sign that represents an idea or a meaning, making it easy to communicate without words. Designers use symbols to quickly convey messages in a design. There are 3 types of symbols.
Pictorial Symbols - Simplified or abstract images of real objects, often used in graphic or illustration.
Abstract Symbols - Represent real world objects with minimal detail, often used in logos to convey ideas in a clean and simplified way.
Arbitrary Symbols - Symbols with no obvious visual connection to their meaning. The viewer must learn or understand the concept to interpret them.
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| Martin Grasser, Todd Waterbury, and Angy Che, 2012. Source: Symbol |
9) Word and Image
Word and Image refers to the combination of text and visuals to communicate a message effectively. For example, a poster advocating for recycling might include the "3Rs" text with the Möbius loop (recycling symbol). By using both words and images helps viewers understand the message more clearly, since the visual strengthen the meaning of the text. This combination makes communication in design more impactful and easier to interpret.
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| Royal Academy of Arts, 2015. Source: Word and Image |
SELECTED DESIGN
Assignment 1 Overview:
Focus: Selected Design Explanation
EXPLANATION FOR SELECTING THE WORK OF ART / DESIGNAssignment 1 Overview:
Focus: Selected Design Explanation
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| CREDITS: Moon and Tree, Guang Hong Zhang, 2016, A4 size (2480px x 3508px), Vector Illustration, Source: Moon and Tree |
For this section, we have to explain and elaborate on why we chose this design as our final artwork in 150-200 words. Then, list out all of the design principles found in the artwork.
EXPLANATION WHY:
This is Guang Hong Zang's artwork called Moon and Tree. It is a digital artwork clear from its clean lines and smooth gradients.
I chose this design because it represents something new for me. I usually prefer cute and cartoon styles, but this time I wanted to explore a different direction and challenge myself. It was my first time seeing this type of minimalist artwork and I felt like it would allow me to gain new inspiration. Guang Hong Zhang is also not a widely known artist, which makes discovering his work even more interesting.
At first glance, the artwork gives me a strong sense of tranquility. The soft and organic shapes create a calm atmosphere. The harmonious use of blue tones contrasted with the peach moon creates emphasis at the center of the artwork. The subtle grain texture adds depth without overwhelming the composition. The balanced use of negative and positive space brings the entire artwork together beautifully.
To add one, the isolated tree on the cliff might symbolize solitude and reflection, while the large peach moon creates a quiet atmosphere. The overall composition creates a peaceful moment in nature, making the viewers to feel a sense of calmness.
DESIGN PRINCIPLES FOUND IN SAID ARTWORK:
1) Balance
1) Balance
2) Contrast
3) Emphasis
4) Unity and Harmony
5) Space (Negative and Positive space)
6) Texture
7) Movement
8) Scale and Proportion
9) Rhythm
5) Space (Negative and Positive space)
6) Texture
7) Movement
8) Scale and Proportion
9) Rhythm
FEEDBACK
All designs and blog progress were sent to the lecturer for feedback and clarification before proceeding to the next task.
CONTENT AND STRUCTURE
The lecturer mentioned that the content was detailed and easy to navigate. However, he reminded me to link to the original source of the selected artwork instead of using Pinterest links. So from there, I changed the artwork reference to the original links to properly credit the artists.
Before feedback (links): https://www.pinterest.com/pin/422282902547873676/
After feedback (links): https://www.behance.net/gallery/41777785/light
SELECTED ARTWORK
I showed three artworks options for consideration. The lecturer suggested to choose between Option 1 and Option 3 since both were suitable for analysis. I decided to proceed with Option 3, Moon and Three by Huang Hong Zang.
WHAT I IMPROVED
Through this task, I improve my understanding of how to properly reference original sources instead of secondary platforms. I also became more confident in organizing my blog content clearly.
WHAT COULD BE DONE BETTER
I could have explore a wider range of artwork options before making my final decision to make sure that I selected the strongest piece of my analysis. In future tasks, I will spend more time comparing different design and evaluating which one offers more potential for deeper visual analysis and reconstruction.
REFLECTION
Experience
Task 1 was mainly a research and exploration task, which I was comfortable with. Although it did not involved creating illustrations, I specifically enjoyed the part where we had to explain the reasons for choosing an artwork as it allowed me to analyze the creativity behind the design and think more critically. However, I realised that researching and typing took up a significant amount of time. Since the lecturer mentioned that we should not directly use the working from the slides, I had to carefully rephrase the wordings and concepts, which required more effort and deeper understanding.
Observations
Throughout this task, I noticed that understanding design principles needs more than just memorising definitions. It is important to understand how and why they are applied in artworks. I also observed that proper referencing and using original sources is an important part of presenting academic work.
From this task, I learned that even though it did not involve creating illustrations, it strengthened my theoretical knowledge of design principles and elements. It encouraged me to think more critically about how different principles can be used to create a more interesting and effective composition in future design work.
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