TASK 1 (Exploration)
06/02/2024 to 22/02/2024 / Week 1 - Week 3
Raida Abdoul Kader /
0353038
Design Principles / Bachelor of Mass Communication / School of
Media and Communication
Task 1: Exploration
MIB
LECTURE
To achieve effective communication through design, it is important to learn
about and apply the elements and principles of design.
The elements of visual design are individual building blocks whihch include
line, shape, form, size, space, colour, value and texture.
Principles of design are organisational fundamentals that resulted from or
guides the arrangement of the elements of design which include: contrast,
balance, emphasis, rules of third, repetition/pattern/rhythm, movement,
hierarchy, alignment, harmony, unity and proportion.
Recap of design principles:
• Gestalt theory: Laws or rules that describe how the human eye
perceives visual elements. "Gestalt" refers to 'shape' or 'form' in german. It
shows how complex scenes can be reduced to more simple shapes.
The principles and laws include:
- the principle of similarity,
- the principle of continuation,
- the principle of closure,
- the principle of proximity,
- the principle of figure/ground,
- the law of symmetry and order,
- the law of uniform connectedness,
- law of pragnanz and the law of common fate
• Contrast: the juxtaposition of opposing elements (opposite colours, value light /
dark, direction horizontal / vertical). The greater the contrast, the more
something will stand out and call attention to itself.
• Balance: the distribution of interest or visual weight in a
work.
- Symmetrical Balance: orientated along the common axis, has a strong sense of
unity, follows a format
- Asymmetrical Balance: elements are placed organically, more interesting
(more dynamic and tension)
-Radial Balance: symmetry in several directions, visual elements
are arranged around a central point
- Objects, values, colors, textures, shapes, etc. can be used in creating balance in a composition.
- The Golden Ratio can be used to bring harmony, balance and structure
- The Rule of third can create more dynamism to a work
• Emphasis: created by visually reinforcing something we want
the viewer to pay attention to.
- Used to create dominance and focusin a design work.
- Various elements can be used to create emphasis, such as colour, shapes or value, to achieve dominance.
• Repetition: elements in regular or cyclic fashion creates interest and bring a
sense of consistency. It can create rhythm (regular, alternating, flowing,
random, progressive) and patterns.
Repetition:
- make a work of design seem active,
- create rhythm and pattern
- variety is essential to avoid monotomy
• Movement: a visual flow through the composition.
In a still image, aspects such as lines, diagonals, unbalanced elements,
placement, and orientation can play the role of active elements.
• Harmony: brings together a composition with similar, related elements (adjacent
colors, similar shapes, etc.).
Harmonious elements have a logical relationship, connection, alignment, or
progression. They work together and complement each other.
• Unity: the repetition of particular elements
- created by using harmonious similarity and repetition, continuance, proximity, and alignment.
- Object works towards a common goal and leans towards convergence
- give a sense of oneness and enhances communication of the design’s theme
• Symbol: Can represent or stands for something else.
• Word and Image
EXPLORATION
We were asked to choose one goal from the United Nations’
Sustainable Development Goals (UNSDG).
For this task I chose the SDG 12
"Responsible Consumption and Production"
Next we had to select an existing art/design work that revolves around that
goal.
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This photo was taken in New York City in October 2014. It's a performing arts demonstration illustrating the concepts of blind consumerism and materialism. The concept was created by Ivan Farias and the picture was taken by the photographer Aaron Weiss.
I chose this photo because it denounces how we consume today. It emphasizes on mindless consumption, society just wants to buy more and more. Moreover, although this was taken in 2014, things haven't changed much today. For example fast fashion has worsened the way we consume nowadays; companies produce non-stop low-cost clothing, encouraging us to buy more and more.
By highlighting mindless consumption, the photo criticises and denounces the lack of responsibility in production and consumption. It encourages people to open their eyes to the way they are consuming and therefore encourages them to adopt more sustainable approaches.
In this photo, we can observe the following design principles: Movement, repetition, contrast, emphasis and unity.
FEEDBACK
Week 2:
Personal Feedback: Choose the artwork in wich you can identify the design principles
General Feedback: Add examples to your design principles recap, 1 or 2 pictures.
Week 3: All good, but have to reduce the explanation to 150 words (maximum)
SELF REFLECTION
Experience: This task allowed me to explore and understand design principles through observation and documentation, and I found it very informative.
I find it interesting to choose an artwork based on a UNSDG; it piqued my curiosity, but at first, it was difficult for me to find an artwork that really resonated with me. In the end, I find that the one I chose is simple but has a strong meaning.
Observation: I realized that the different principles have a profound impact on shaping the visual communication of artworks.
FURTHER READING:
What are the Gestalt Principles?
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