03.02.2025 - 17.02.2025 (Week 1 - Week 3)
Chang Yu Rou | 0374168 | Bachelor of Design (Honours) in Creative Media
Design Principles GCD60804
1. INSTRUCTIONS
▸ Design Principles_MIB_Feb 2025_Approved
2. LECTURES
Lectures 1 (Week 1 // 03.02.2025 - 09.02.2025)
✒️ Introduction: Elements & Principles of Design
Elements of Design
1. Point
- A point or a dot used as repetitive mark
forms a line.
2. Line
- Can be active or static, aggressive or
passive, sensual or mechanical.
- Lines can indicate directions define
boundaries of shapes and spaces, imply volumes or solid masses,
suggest motion or emotion.
3. Shape
- Refers to the expanse within the outline of
two-dimensional are or within the three-dimensional object.
- Becomes visible when a line or lines enclose
an area.
- Geometric: tend to ne precise ad
regular,
Organic: irregular, often curving or rounded
and more informal compared to geometric shapes.
4. Form
- A three-dimensional area.
- When form encloses space, it is called
volume.
- Often a major element in sculpture and
architecture.
5. Texture
- Refers to the tactile qualities of surfaces
or to the visual representation of those qualities.
- Two categories of texture: actual &
simulated or implied.
6. Space
- Indefinable, general receptacle of all
things.
- In graphic design, space referees to the are
that a shape or form occupies.
- It can be both defined as positive (filled)
or negative (empty).
7. Colour
- Hue: color of spectrum.
- Value: lightness or darkness from white through
greys to black.
- Intensity: purity of a hue.
✒️ Topic 1: Contrast & Gestalt Theory
Contrast
- Contrast is a design principle that uses visual
differences between elements to create emphasis,
hierarchy, and visual interest.
|
| Fig 1.1 Example for Contrast, The Batman Film Poster |
- Fig 1.1 shows that the Batman movie poster is a good example of contrast. The black and red colors stand out against each other, making the design bold and dramatic. This helps create a strong and mysterious look.
Gestalt Theory
- "Gestalt" refers to "shape" or "form" in German.
- This show how complex scenes can be reduced to more simple shapes.
1. Principle of Similarity
- When elements share visual characteristics such as color,
shape, or size, the human eye perceives
them as part of a pattern or group, even if they are
not physically connected.
|
| Fig 1.2 Example of Similarity, Incredibles 2 Movie Poster |
- Fig 1.2 shows that the Incredibles 2 movie poster is a good example of the principle of similarity. It uses the same red, black, and yellow colors as the first movie. The characters are also in action poses.
2. Principle of Continuation
- The human eye prefers to follow a continuous, smooth path
rather than a series of disconnected
elements, allowing us to perceive lines and curves as
uninterrupted even when they are
intersected by other objects.
|
| Fig 1.3 Example of Continuation, Interstellar Movie Poster |
- Fig 1.3 shows that the Interstellar movie poster is a good example of the principle of continuation. The title is placed in a vertical layout that aligns with the glowing Milky Way, guiding the viewer’s eye upward. This creates a sense of movement and exploration.
3. Principle of Closure
- When a visual element is incomplete or has gaps, our brain automatically
fills in the missing
information to perceive a complete shape, making sense of
fragmented or implied forms.
|
| Fig 1.4 Example of Closure, a poster from Behance |
- Fig 1.4 shows a poster that demonstrates the principle of closure. The word "EDM" follows this principle because the woman's hand in the poster slightly covers the letters "DM." Even though part of the word is hidden, the viewer can still recognize it as "EDM."
4. Principle of Proximity
- Elements that are placed close together are perceived as
related or part of the same group,
even if they differ in color, shape, or size, while those
farther apart appear unrelated.
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| Fig 1.5 Example of Proximity, The Avengers Movie Poster |
- Fig 1.5 shows that The Avengers movie poster is a good example of the principle of proximity. The main characters are grouped closely together, creating a sense of unity and teamwork. This arrangement helps viewers see them as a connected group.
5. Principle of Figure/ Ground
- Our brain distinguishes between the main object (figure)
and its surrounding area (ground),
allowing us to focus on what is important while the
background remains secondary or
reversible in ambiguous designs.
|
| Fig 1.6 Example of Figure/ Ground, Baskin Robbins logo |
- Fig 1.6 shows that the Baskin-Robbins logo is a good example of the principle of figure/ground. The letters "B" and "R" stand out as the main figure, while the number "31" is hidden within them as part of the background.
6. Law of Symmetry & Order
- People tend to perceive symmetrical and well-organized
compositions as more visually appealing
and balanced, as our brains prefer order over chaos,
leading to a sense of harmony in design.
|
| Fig 1.7 Example of Symmetry & Order, Harry Potter Film Poster |
- Fig 1.7 shows that the Harry Potter and the Deathly Hallows: Part 2 movie poster is a good example of symmetry and order. The characters are placed evenly on both sides, making the design look balanced and clear.
✒️ Topic 2: Balance & Emphasis
Balance
- The arrangement of visual elements to create a sense of
visual stability and harmony.
- Balance can be symmetrical or asymmetrical.
1. Symmetrical Balance
- Elements are evenly arranged on both sides of a central line, creating a
mirror-like effect.
|
| Fig 1.8 Example of Balance, Doctor Strange Movie Poster |
- Fig 1.8 shows that the Doctor Strange (2016) movie poster is a good example of symmetrical balance. The design is evenly arranged, with elements mirrored on both sides.
2. Approximate Balance
- Elements are arranged unevenly, with one side having more weight than the other,
- Elements are arranged unevenly, with one side having more weight than the other,
but the composition still feels balanced.
|
| Fig 1.9 Example of Approximate Balance, Behance |
- Fig 1.9 shows approximate balance because both sides have different elements but still feel evenly weighted. The woman on the left is balanced by the buildings and lights on the right, creating a visually stable and pleasing composition.
Emphasis
- Draws attention to specific elements of a design.
|
| Fig 1.10 Example of Emphasis, The Flash Movie Poster |
- Fig 1.10 shows that the 2023 The Flash movie poster is a good example of emphasis. The bright lighting and strong contrast highlight The Flash in the center, drawing the viewer’s attention to him. This makes him the main focus of the poster.
✒️ Topic 3: Repetition & Movement
Repetition
- Repetition is where a visual is repeated, creates rhythm and patterns
within the work.
|
| Fig 1.11 Example of Repetition, Pinterest |
- Fig 1.11 shows an example of repetition. The lemons and leaves are repeated throughout the design, but they are placed in different positions and vary slightly in size.
Movement
- The way the design leads the viewer's eyes to follow in, around, and
through a composition.
- The image can also be seen as moving in a visual image.
- The movements can come from lines, shapes, forms and curves used inside a
visual image.
|
| Fig 1.12 Example of Movement, Behance |
- Fig 1.12 shows an example of movement. The repeated letters and numbers "G","2", "0"and "K" decrease in size and fade as they move towards the center, creating a sense of depth and direction.
Lectures 2 (Week 2 // 10.02.2025 - 16.02.2025)
✒️ Topic 4: Harmony & Unity
Harmony
- Harmony in design means that all elements work well together to create a
pleasing and balanced look.
- It ensures that colours, shapes, textures, and styles complement each
other, making the design feel
cohesive rather than chaotic.
|
| Fig 2.1 Example of Harmony, Behance |
- Fig 2.1 shows harmony through repeating colors, shapes, and patterns. The elements connect smoothly, creating a balanced and unified look.
Unity
- Unity is when different elements in a design come together as a
whole.
- It gives a sense of completeness and makes the design feel connected
rather than random.
- Unity is often achieved through repetition, alignment, and consistency.
|
| Fig 2.2 Example of Unity, Freepik |
- Fig 2.2 shows unity through consistent colors, shapes, and a shared activity. The characters sit together around the fire, sharing a common experience in a balanced composition, reinforcing a sense of togetherness and connection.
✒️ Topic 5: Symbol, Word & Image
Repetition
- Symbol is something that represents a specific meaning or have
their own meaning.
1. Pictorial Symbol
- Simplified pictures, these symbols look like real objects and are easy
to recognise.
- They visually represent what they mean.
|
| Fig 2.3 Example of Pictorial Symbol, Pinterest |
- Fig 2.3 represents a pictorial symbol by visually depicting the butterfly life cycle using illustrations. Each stage is clearly represented with images and labels, making the information easily understandable through visual representation.
2. Abstract Symbol
- Symbols that has a direct meaning from the visual but lesser
detail.
|
| Fig 2.4 Example of Abstract Symbol, Pinterest |
- Fig 2.4 uses a pin shape with a circular base, widely recognized as a representation of a place or destination, making it an effective abstract symbol.
3. Arbitrary Symbol
- These symbol does not represent the initial meaning, and they are
mostly made of geometric shapes.
- We are to learn these symbol to know what they are.
|
| Fig 2.5 Example of Arbitrary Symbol, pinterest |
- Fig 2.5 is an arbitrary symbol because its meaning is not immediately clear. It requires prior knowledge or research to understand that the handshake forming a heart represents unity, trust, or partnership.
Word & Image
- This focuses on how text and visuals work together to create meaning and impact.
 |
| Fig 2.6 Example of Word & Image, pinterest |
- Fig 2.6 is a Fanta poster that effectively combines words and images to create a refreshing and energetic feel. The visual elements, such as the orange peel wrapping around the bottle and the splashes of liquid, enhance the sense of freshness. The typography, with its playful and handwritten style, adds to the dynamic and lively mood of the advertisement, making the message feel more fun and engaging.
3. PRACTICAL
Interested Art Work
|
| Fig 3.1 The Secret World Of Arrietty, 2010, Studio Ghibli Japanaese Animated Movie Poster |
Credit Line of This Design Work
Title: The Secret World of Arrietty
Artist: Studio Ghibli
Year: 2010
Size: 768 x 1152 px
Medium: Hand-drawn animation with digital illustration and
compositing
My Reason for Choosing This Design Work
I chose this poster because it is another one of my favorite posters
from Ghibli’s films! When I first saw The Secret World of Arrietty movie
poster, it immediately caught my eye. This is probably because my
favorite color is green. I love how this poster gives a fresh, calm, and
vibrant feeling. It makes me feel connected to nature, just like the
movie’s theme.
What stood out to me the most is the use of complementary colors. The
bright red of Arrietty’s dress looks beautiful against the lush green
background, making her the main focus of the design. The colors work
so well together and make the whole poster look more eye-catching. I
also love how the artist paid attention to small details. The water
drops on the leaves look so realistic, adding a sense of freshness.
The different shades of green and the soft lighting make the scene
feel natural and alive.
The typography is also very nice. The font choice matches the magical
and gentle feeling of the movie. The way the title is placed does not
overpower the artwork but blends in beautifully. The overall design
feels peaceful but also full of adventure, showing what the movie is
all about. It is simple yet very attractive, which is why I love it so
much!
Design Principles in This Design Work
Contrast: The bright red of Arrietty’s dress stands out against
the lush green background, making her the focal point. The light and
dark areas also create depth and visual interest.
Symmetrical Balance: The composition feels balanced, with
Arrietty placed slightly off-center, surrounded by leaves that create
harmony without making the design feel too heavy on one side.
Word & Image: The typography complements the illustration
without overpowering it. The title is placed clearly but does not
distract from the main visual elements.
Hierarchy: Arrietty is the most eye-catching element, followed by
the large leaf she is holding, and then the movie title. This guides the
viewer’s eye naturally through the design.
Repetition: The repeated leaves in the background create rhythm
and unity, making the design feel cohesive and immersive.
4. FEEDBACK
Week 2
Specific Feedback:
- Dr. Jinchi suggested writing a short explanation of how the image I chose applies to the specific Design Principles.
Week 3
Specific Feedback:
- The letter "F" in "Figure" and "E" in "Example" need to be in capital letters.
- I need to give a more detailed explanation for each image I chose.
- My blog is well-organized!
- I should remember to add the feedback section.
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