Task 1: Exploration
CHONG CHENG TAO (0371072)
Bachelor of Design in Creative Media
Week 2-Week 3
Deisign Principle
1. This is the Module Information Booklet for this module:
2.These are the design principle that are taught in this module:
1. Gestalt theory
- This theory describe how the human eye perceives visual elements. It aim to give ways to reduce complex scenes to more simple scene.
- Principle of Similarity: A "link" will be crafted between elements of a similiar nature.
- Principle of Continuation: A continous flow of visual will be created by using paths, lines and curves.
- Principle of Closure: As human eye prefers complete shapes, a complete shape can be perceived by filling in missing visual information.
- Principle of Proximity: Related design elements can be placed together to indicate relationship.
- Principle of Figure/Ground: Obejcts are instinctively perceived as being either in the foreground or the background.
- Law of Symmetry & Order: Symmetric elements are tend to be perceived as a unified group.
2. Contrast
- Contrast is the juxtaposition of strongly dissimilar elements.
- Contrast provides visual interest, emphasise a point and express content.
Black River Water (2020)
Artist: Breezeh
3. Emphasis
- Emphasis is used to create dominance and focus.
- Colour, shape and value can be used to achieve dominance.
Artist: Patrick Winfield
4. Balance
- Balance is the distribution of visual weight in a design work. Visual equilibrium causes the appearence of balance.
- Symmetrical Balance: Equal "weight" in equal sides of a centrally placed fulcrum.
- Asymmetrical Balance: Unequal visual weight on each sides. One side shows dominant element and balanced by another sides with lesser focal point.
Scaring The Hoe (2023)
Artist: JPEGMAFIA & Danny Brown
Artist: JPEGMAFIA & Danny Brown
5. Repetition
- Repetition creates rhythm and pattern in a design work which enriching surface interest.
- Variety is vital to avoid monotony while repetition is used in a design work.
Artist: Manolo Gamboa Naon
6. Movement
- Movement leads the eye in, around, and through a composition.
- Movement can be created by using shapes, forms, lines, and curves.
Artist: Masaaki Yuasa
7. Harmony & Unity
- Harmony is the sense that elements in a design work fit together in terms of theme, aesthetic style or mood.
- Unity is the sense of oneness when the repeated elements in a design work are balanced to pull the look together.
- Scale is the size of one object in relation to the other objects.
- Scale can be determined in two ways: Actual measurement & visual estimates based on comparison.
- Proportion is the relationship of two or more elements in a composition by adjusting size, colour, quantity, degree, setting, ratio, etc.
HOLIDAYS (2014)
Artist: Magí Puig
8. Symbol
- Symbol is a sign, shape, or object that is used to present something else.
- Symbol can be used to convey information.
- Pictorial symbols: Image-related and simplified pictures.
- Abstract symbols: Symbols that look like the objects but have less details.
- Arbitrary symbols: Symbols that have no resemblance and are invented with the meaning constructed.
Ripple (2015)
Artist: Chris Keegan
9. Word and Image
- Suitable and relevant image is important to relate to a concept and a brand.
- Right word would deepeen the meaning of the design.
Artist: Tyler, The Creator
3. Goal from the United Nations' Sustainable Development Goals (UNSDG):
Life Below Water
-The UNSDG Goal 14 "Life Below Water" focuses on conserving and sustainably using the oceans, seas, and marine resources for sustainable evelopment.
4. Artwork regarding to the goal "Life Below Water"
Artist: Gabriela Becerra
Published: December 19th 2019
Medium: Digital
Tools: Photoshop
5. Explanation of the chosen artwork.
This is a artwork created by Gabriela Becerra entitled “OCEAN PLASTIC POLLUTION POSTER” which is about plastic pollution in ocean.
The first thing that I’m looking at is the head of the fish. My vision is mainly leaded by two things: the verticle fishing string which directly leads to the head, and the cross created by the horizontal sea surface with the verticle placed fish and string. For the latter point, the fish head which is the intersect point of the cross gives a sense of emphasis. Next, my vision is leaded vertically downward to the fish body below the sea surface following the same flow.
Afterwards, I have taken an overall look of this artwork. A strong contrast principle is used in the artwork to divide it vertically by about a third. The pale sky contrasts with the deep blue sea water. Asymmetrical balance shown in this artwork too. The sea water section accounts more “weight” than the sky section. However, the sea water section possesses more information about the plastic product than the sky section, which give balance in visual.
The sky section contains two main objects: the fish head and the bait. It delivers a message that the fish is fished and would become the food of human. For me, it shows the link between the fish and human which it is important to conserve sea creatures as it affects human’s life.
The plastic products which form the body of the fish is largely emphasized in the sea section. It shows that the plastic product is the factor of failure in conserving the sea creatures. Principle of similarity is used for the viewer to view the fish body in both sections as a whole. Plastic product in the sea section is organised to fit the shape of the fish.
The Spanish words used in the left, "UNA NUEVA ESPECIE INVADE EL OCÉANO" means “A new species invade the ocean”. Simple but powerful words, in which the artist's irony is brought out by comparing plastic product to a new species.
In addition, I do feel the division of this artwork into two sections is a brilliant idea. As human is unable to have the view under water while fishing, human is “blind”to plastic pollution in ocean. It delivers a metaphorical meaning that human doesn’t cocern the devastated impact that have been doing to the sea.
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