Design Principles | Exercises

28/08/2020 - 23/09/2020 (Week 1 - Week 5)
Naim Zuki, (0346615) | Bachelor of Design (Hons) in Creative Media
Design Principles
Exercises



LECTURES

Lecture 1 | Design Principles, Contrast, and Gestalt Theory

    What separates design from art is the main purpose of any creation under the intention of designing. The creation of art can be labelled as an interpretive expression that is to be appreciated, where the artists' mental image of the concept can be achieved in any techniques that adhere to their intended creative expressions. However, design is art with a specific purpose. Design utilises art and heavily relies on strategies and principles to accomplish the end result. Think of it as the difference between how artists and designers get from point A to point B in their creative workpieces.


Fig 1.0,  Example of Art (Image Courtesy of Annimon)

Fig. 1.01, Example of Design (Image Courtesy of Simon Page)

    To understand the process of designing, we must first review some common elements and principles that are applied within design. The Design Elements and Design Principles that will be focused in class are as follows:

Elements of design - Dots, Lines, Shapes, Forms, Colours, Values, Textures, and Space

Fig. 1.02, What Makes Good Design? (Image Courtesy of Mydee Lasquite)

Principles of Design - Balance, Emphasis, Repetition, Movement (pattern, rhythm), Harmony and Unity

    A design composition that works (admittedly art and design are subjective but for ease of understanding I will be objective in this specific section of my notes) is one that finds a balance in using multiple elements. Proper coordination and planning of a project will be received with a positive reaction from the audience and hence increase the value of the project.

    The Gestalt Theory. In its simplest explanation, the Gestalt Theory emphasises that the human brain is wired into seeing the world in it's simplest form. That is recognising patterns, logic, and structure. 

Fig 1.03 The Gestalt Principle (Image Courtesy of TipTut)

    Contrast. In design, contrast can be used to guide the viewer's perspective into focusing on certain elements of a workpiece. The way that this can be achieved is through contrast in shapes, colours, and lines.

Tips for Using Contrast in Photography
Fig. 1.04, Example of contrast in colour (Image Courtesy of Arantxa)

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Lecture 2 | Emphasis, Balance, The Golden Ratio, & The Rule of Thirds

    To put it simply, composition is arranging elements in a scene in a pleasing and easy to read manner. Proper composition within a design can effectively convey an idea across to the audience. while bad composition tends to throw the initial meaning off balance or be completely disregarded by the viewer. The Rules of Composition has been so important within arts and design that it has been practised all throughout history and the same composition rules are even implemented today in contemporary design.


Fig. 1.05, Example of emphasis with colour
Life with Silver Jug, Willem Kalf, 1655 - 1657


Fig. 1.06, Example of the Rule of Thirds
(Image Courtesy of Cristata, July 2014)

The techniques of composition that would be covered in this lecture are Emphasis, Balance, The Golden Ratio, and The Rule of Thirds.

Emphasis within Design is where the artwork's focal elements are at play. Emphasis gives the subject dominance over every other element that are present in the artwork. Focal elements that the human eye are naturally drawn to are called natural focal elements. Few of the natural focal elements would include high contrast, saturation, camera focus, motion, and faces or figures. However there are also focal elements influencers which would help subtly guide the viewers' eyes into the subject; those elements include guiding lines, framing, and geometry.

Fig. 1.07, Example of emphasis, 
(Image Courtesy of Tamas Medve)

What works in this example:
- Contrast (silhouette)
- Human Figure
- Leading Lines
- Motion
Balance is where the weight of a composition complement each other in a harmonious way. Balance can be divided into two parts, symmetrical and asymmetrical. 

    Symmetrical Balance has two categories, which are Bilateral Balance and Radial Balance. Bilateral balance is represented by having equal arrangement on either side of the central axis; ie vertically or horizontally. Whilst Radial Balance has equal arrangement around a central point. 

Fig. 1.08, Example fo Radial Balance, (Image courtesy of Nicolás Castell)

Fig. 1.09, Example of Symmetrical Balance, (Image Courtesy of Susan Downing)

    Asymmetrical Balance is all about ensuring the visual weight of a design to be evenly displaced. Those that constitutes as having weight within a visual artwork are size, high contrast, saturation, faces, or figures. (refer to fig. 1.12 for example)

The Golden Ratio. Essentially, The Golden Ratio can be found all throughout nature and it's been widely accepted as a representation of perfect beauty throughout history (paintings, architecture, etc) and contemporary design.


Fig. 1.10, Golden ratio being used for Apple's iPod

The Rule of Thirds is a simplification of The Golden Ratio that gives the effect of structure within a composition. The Rule of Thirds is a grid that divides the artwork into three parts horizontally and vertically. Application of this rule generally involves placing the subjects within the intersecting lines of the grid or using the 1:2 ratio technique.


Fig. 1.11, Application of the Rule of Thirds

Fig. 1.12, Application of multiple rules within one composition

As an example for the use of multiple composition rules within one image, I'll use this picture I took as a reference. The main focal points that I've added within this shot are camera focus, contrast, and figures. The structure I've used on this image is the Golden Ratio. For a quick run down, take a look at the man walking away in the background. His presence in the light adds a heavy visual weight on the right side of the picture, thus the lady on the left side of the frame acts as a counterweight to make the shot look more balanced. If you take a look closely, the lines of the golden ration circulate from the floor to the walking man, running around the walls and circulating where the lady sits, adding a sense of structure within this picture.

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INSTRUCTIONS


Module Information Booklet: Design Principles
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Exercise 1 | Contrast & Gestalt Theory

Hereafter comes the practical exercise of Gestalt Theory and Contrast. We're instructed to create art pieces that apply these principles effectively using only black and white paper.

Gestalt Theory

    To commemorate possibly one of the worst ways to start the decade, I've decided to focus my work on the ever concerning habit of those with depleting mental health to emotionally self-isolate themselves during extreme episodes. My inspiration mainly came from those around me (if not myself) who are dealing with the isolation more seriously than most, thus this work I adequately named it: Reaching Out. 

    An element of Gestalt Theory that I've incorporated within this piece is figure-ground as well as closure. Figure-ground is represented with how the hand above blends into and compliments the hand below, signifying the human act of helping those in need. Closure is represented within the bigger hand on the upper side of the piece, where the fragments of light insinuate the silhouette of a hand.


Fig. 2.1, Composing within photoshop

Fig. 2.2, Printing outline and cutting


Fig. 2.3, Reach Out First Draft (Scanned), 3/9/2020

    Upon completion of this, I felt a pang of dissatisfaction over the disorganized look and wondered if I could clean the shapes and see if I can achieve a different stylized look. Hence, I tried a different approach. The following (fig. 2.4) is the revised version.

Fig. 2.4, Reach Out (Scanned), 6/9/2020

Contrast

    As for contrast, I faced a bit of a creativity block. Hence, into the Pinterest rabbit hole I go to find my sources of inspiration. The following is what inspired me from most.

Fig. 2.5, Tokyo Rain Commuters (Image Courtesy of Yoshinori Mizutani)

    For the sake of staying within the theme of mental health, I've decided to design a piece that shines a light into my interpretation of how isolation feels. Visually, the contrast lies within the colours of the lights and shadows. Emotionally, the contrast lies within the simplicity of the work and how isolation tends to result in the opposite and creates more emotional complications. Presented below (fig. 2.6) is the sketch I made on photoshop. 


Fig. 2.6, Live On (sketch)


Fig. 2.7, Printing outline, cutting, and pasting onto black paper


Fig. 2.8, Live On (Scanned), 6/9/2020

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Exercise 2 | Balance & Emphasis

This week we were tasked to create artworks that represent Balance and Emphasis using markers, pens, and colour pencils.

Balance

    As the weathers change. the winds carry the colours of rain and the clouds paint the sky in hues of blue, pink, and orange. New colours enter our small comfortable atmosphere of Malaysia bringing a new season of change. Thus, much like this new climate of cold air and rainy nights, new colours have also entered our work; bringing an end to the monotone of black and white paper.

    Asymmetrical Balance

   The main material that I've decided to use for this exercise are markers. Mainly due to the fact that markers provide a bigger surface area to work with and would help with the time constraints. However, I am are very unfamiliar with the dynamics of markers and hence this has been a very (frustrating) experimental exercise.

    That aside, my main inspiration for this week's exercise is this shot from the Joker movie.


Fig. 2.9, Excerpt from the Joker movie
    
    What caught my eye is how the lighting in this scene focuses on the balance between the cool and warm tones from both sides of Joaquin Pheonix's face. I decided to use this picture of a girl I took a while back. 


Fig. 2.10, Main reference


Fig. 2.11, Initial sketch on photoshop with added Rule of Thirds for framing


Fig. 2.12, Added shadows


Fig. 2.13, Experimenting with colours

    From here, to save time on experimenting, I've transported the sketch onto paper to fully explore how I'd approach this piece with markers.


Fig. 2.14, sketching original sketch onto tracing paper


Fig. 2.14, trying out a different style and transporting onto tracing paper


Fig. 2.15, colouring process


Fig. 2.16, Progression

    I wasn't too sure how to carry on and I was left pretty disappointed with the progress so far. So I traced the shape onto a new paper and started again.


Fig. 2.17, second try


Fig. 2.18,  comparison


Fig. 2.19, Full comparison between all experiments


Fig. 2.20, Asymmetrical Balance final (scanned), 13/09/2020

    All in all this project has been thoroughly stressful. There were many imperfections that I wished I had the time to explore and develop. However, the experiments were in fact fruitful. I've gotten used to the markers and have a slightly better intuition when using them. Thus as extra work, I tried experimenting with the material a bit more.


Fig. 2.21, a different look on the piece


Fig. 2.22, sketch process for new project


Fig. 2.23, Final outcome; Asymmetrical Balance draft, 14/09/2020


Fig. 2.24, A different look; Asymmetrical Balance draft

    Symmetrical Balance

    With the same main source of inspiration in mind (Joaquin Pheonix in Joker), I've visualised my symmetrical piece to show symmetry in colours on a facial figure. I imagined it to divide a face down the middle into two moods; one side blue, the other radiant. Since it was fitting with the colour scheme, the blue side of the face represents a crying face while the other has a somewhat angry aura. A classic way of representing mixed emotions through graphical artwork.


Fig. 2.25, sketching idea


Fig. 2.26, colouring process


Fig. 2.27, Mixed Feelings (Scanned), 13/09/2020

Emphasis

    When I first heard about emphasis I knew exactly something that I have to draw. Once again, I'll be stylising a picture I took.


Fig. 2.28, Man in Pasar Seni, 07/12/2020

Fig. 2.29, Photoshop sketch


Fig. 2.30, further development


Fig. 2.31, Drawing on paper


Fig. 2.32, Culture; Final Emphasis (Scanned), 13/09/2020
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Exercise 3 | Movement & Repetition

This week we were tasked to come up with designs that reflect Movement and Repetition using watercolours or pastels. 

It's been a while since I've touched watercolours. Around 5 years ago (at least) was my last attempt in painting something. Back then I had no motivation to practise painting so I completely abandoned any thought of using watercolour; or any sort of paint for that matter. So reintroducing myself to the childish joys of watercolours in this exercise was definitely refreshing to go through.

Movement

Initially, I wanted my work to be a minimalist topography design. Below is my initial sketch done on Photoshop.


Fig. 2.33, initial movement sketch

Though afterwards, I've realised that recently I have been heavily drawn to bodily movement. I find that expressionist painters represent movement in such an attractive way that it draws my attention into how an artwork can be interpreted. However, upon seeing my sketch, Ms Maria expressed that my idea doesn't represent movement within a Design context enough for it to be satisfactory. 


Fig. 2.34, movement sketch

Upon hearing the feedback, I did a little self-reflection to see what I consider to be a proper representation of movement. This was when I came upon the motion of clothing and smoke. The following were the biggest influencers of the final outcome.


Fig. 2.35 & Fig. 2.36, movement inspo, (Image Courtesy of Sbojnik and Charlotte Landreau)


Fig. 2.37, movement sketch


Fig. 2.38, movement sketch, details

Now it's time to whip out my brother's years old elementary water colouring set and get down to experimenting. Being my first time painting in a while, I first experimented with how to play with tones within a monotone colour scheme. 


Fig. 2.38, movement experiment painting


Fig. 2.39, movement experiment painting, details

At this point, I've gotten the hang of brush strokes and a couple of water colouring techniques. So I started with my final work.


Fig. 2.40, movement progress


Fig. 2.41, movement painting, details


Fig. 2.42, Unfold; Movement Final (Scanned), 19/9/2020

Repetition

In this part of the exercise, I wanted to make something stylised and thought immediately of Avatar: The Last Airbender's final fight scene between Aand and Firelord Ozai.


Fig. 2.43, Aang vs. Ozai, (Image Courtesy of Brian Konietzko)

Fig. 2.46,  Landscape inspo; Monument Valley, (Image Courtesy of Elli Elison)

Now that I've gotten the hang of water colours and brush control, this process went way faster and easier than the previous design. My approach painting this was to focus on the shapes and tones, so I didn't start with an initial sketch because I wanted it to look and feel more natural.


Fig. 2.47, Repetition progress


Fig. 2.48, Repetition progress
added the torn clothing at the top as emphasis on subject and added dramatic effect


Fig. 2.49, Towers; Repetition Final (Scanned), 20/9/2020

Exercise 4 | Harmony & Unity

This week we were tasked to come up with designs that reflect Harmony and Unity using acrylic paint.

Harmony

Putting last week's water colouring efforts into mind, I began the exercise by looking into inspirations where I could break out from painting in monotone and challenging myself to be more experimental.


Fig. 2.50, Female Acrylic Portrait, (Image Courtesy of Andrew Orton)


Fig. 2.51, Female Portrait, (Image Courtesy of Wavy)

With these in mind, my idea for this exercise is to create a sense of harmony by arranging different colours together. Below is my initial sketch of this exercise done on Photoshop.


Fig. 2.52, Harmony Initial Sketch, (25/09/2020)

Ms. Maria approved of the sketch and I carried on with experimentation on paper and acrylic.


Fig. 2.52, Sketching portrait on acrylic paper


Fig. 2.53, Exported onto tracing paper


Fig. 2.54, First draft

Now as per usual, I didn't know how to work with this medium or how different acrylic is compared to watercolours so it took me a while to get used to the different techniques available. I managed to do some research on brushing techniques to get the different tones right and how to blend the colours together. After a while, I got the hang of it and got a groove going.

Fig. 2.55, Second Draft

Now with that, I proceeded to paint little by little, making sure I won't screw up anything.

Fig. 2.56, Progression

Fig. 2.57 Harmony Final, 28/09/2020

Unity

For Unity, I wanted to go with the idea of a person's emotional unity. I want to reflect that idea with using monotone values.  I first started with sketching out a face and tried colouring it but I screwed up the painting and so I just improvised my way through and ended up with something abstract.


Fig. 2.58, First concept, 28/09/2020

Knowing I couldn't submit this in, I tried again but this time I tried a different approach. I wanted to paint a figure facing away from the canvas, as if walking away in anguish. My narrative would be he's facing a sense of acceptance with himself, relating back to the idea of a person acceting his own emotional conscience, or in other words, creating an emotional unity within himself.

Fig. 2.59, Painting development, 28/09/2020


Fig. 2.60, Painting development, 28/09/2020


Fig. 2.61, Unity Final Submission 28/09/2020
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    Exercise 5 | Symbols & Imagery

This week, we were tasked to make a design of a symbol using digital softwares and make a collage that reflects Imagery.

Symbols

At the start of this exercise, I was being a bit of a geek and plunged myself deep into the fanart collections of Destiny 2. While going through these submissions, I realised that the developers of the game must have spent some time designign the symbols in this game because each and every one of them are so expertly designed. 


Fig. 2.62, Inspo From Destiny 2, (Image Courtesy of Bungie Entertainment)


Fig. 2.63, Inspo from Destiny 2, (Image Courtesy of Bungie Entertainment)

With this in mind,  I started with a couple of sketches with the same style-ish in mind.


Fig. 2.64 - Fig. 2.65, Symbols exercises, Danger & Alcohol, 02/10/2020

I didn't feel too happy with these designs cause it just felt like they weren't my thing. So I scrolled through more Destiny 2 symbol designs and found that I am loving their Faction Symbols design. Then I went into designing my own little faction design for their Hunter class. I used the tip of an arrow as my main reference and started the designing process.


Fig. 2.66, Progression


Fig. 2.67, Progression


Fig. 2.68, Symbol Final Submission, 04/10/2020


Fig. 2.69, Faction Banner, Applied Symbol Concept

Imagery

Since my work for symbols had something to do with a game, I thought it'd be a nice if I stuck to the theme and worked off of something that was inspired by games as well. Which is a very convenient thing because me and my older brother have a stash of old gaming magazines in his room. So I dugged out the magazines and flipped through the hundreds of pages to find something that could inspire me. I stumbled upon some of pages the magazine company wrote during the launch of The Last Of Us and I was inspired by the zombie apocalypse. I wanted to do classic lore-related collectable materials that are often famous in open-world video games, so I cut off a page off my old journals to mimic the "letters left behind" collectables from The Last Of Us. I managed to piece together something a little more abstract.


Fig. 2.70, Progression 


Fig. 2.71, Progression


Fig. 2.71, Imagery Final Submission 04/10/2020
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FEEDBACK

Week 1

    Upon viewing my blog, Ms. Maria commented on the imbalance of words and graphical content that I've included in my notes as well as my documentation of the Gestalt Theory/Contrast exercise. She explained that adding more visuals would paint my blog in a better light and provide a more comprehensive reading experience. She suggested that I add more pictures, which I've followed and incorporated more within this blog.

    As for the exercise, after reviewing the first draft of Reaching Out, I've decided to rework and apply a different style to the work. Ms. Maria responded positively to the newest work and I've decided to keep that as my final outcome. 

Week 2

    Ms Maria reacted positively to the idea of my first piece and approved it without further comment.

    As for the second sketch, she suggested that I develop it a little more to make it look less clustered and more well defined. Which I've implemented by removing most of the background and using it as negative space to put the subjects more into focus.

Week 3

    When I showed Ms Maria my initial sketch for Movement she was perplexed at the simplicity and admitted that it was not satisfactory and expressed that she expected better. She explained that the first sketch was too simple of an idea and advised me to revise the design. As for the second sketch, she explained that it doesn't represent movement well and suggested that I revisit the sketch with mayhaps a different idea.

Week 4

    For the small sketch I did for unity, Ms Maria questioned my intentions behind it, but otherwise was satiesfied with my direction and motivated me to continue on developing it.

Week 5

    Ms Maria's reaction to my sketches for the symbols was a bit funny, she said that the Danger symbol sketch was really similar to a previous sketch I had and I laughed cause I got caught of not being visually creative. Anyway, she preferred the Danger sketch but suggested I do some more experimenting to expand my style. 

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REFLECTION

Week 1

    This particular module took me a bit of getting used to. Taken into account I enrolled late, I was pretty much left clueless to how the course is conducted and thus resulting in me having to do a bit of catching up to as well as constantly going to my classmates and asking questions about the subject. To my gratification, my classmates and lecturers have helped me a lot in understanding the topics explained and I find that this week's lecture focuses heavily on how design can be interpreted.

    What strikes me the most is how simplicity is often a necessity in making others understand what a particular design is. The theory and principles that were presented this week has broadened my understanding of human perception and thus influenced me in experimenting with the possibilities of portraying messages in interesting ways.

Week 2

    This week's process was thoroughly stressful for me to follow. My experience in visual arts so far has lead me to understand relationship between colours through photography, so drawing them from a blank piece of paper was definitely a challenge. 

    I seeked out multiple feedbacks from a number of people I know, classmates and old mates included. Studying the nuances of human skin was probably a daring choice as an introduction to markers but it was definitely interesting learning the strokes and techniques of using markers properly.

Week 3

    Unlike last week's stressful experimentation, this week had a more positive experience. Despite my craving to include a bit of expressionism within my work this week, Ms Maria's outlook on a more refined piece of design made me challenge my technical skills (which prior to this week was practically non-existent) in panting. The extra time I put into getting a hold of painting paid off well and I'm happy with the outcome.

    Recently in order to put my visual thoughts onto paper, I've started to see the world in shapes rather than lines which helps me understand depth, lighting, and volume more. Therefore, I find that out of all three exercises, I'm most fond of toying with ideas in watercolours more because it allows me to put shapes onto paper instead of lines. 

Week 4

    The experiments I did with acrylic this week was really fun. I didn't know what to expect from this medium to be honest so I really just went crazy with what I had, which is kind of a bad idea because one acrylic paper costs five ringgit. But anyway, painting the first composition was super duper exciting because I got to see factual evidence that I've been improving my traditional art techniques.

Week 5

This week I was a bit too occupied with trying to catch up with every other modules and never really had the time to think on my designs, so I was a bit disappointed with the outcomes. So I'll try better in the upcoming projects.
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FURTHER READING

Week 1

Elements and Principles of 2D Design by Ellen Mueller


Week 2

Habits of Effective Artists by Andrew Price





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