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Design Principles / Task1

Design Principles / task1

-2024/2/7 - 20242 /3/28

TAO YUZE (0366967) 

Design Principles / Bachelor fo Design (Honours) in Creative Media



TASK 1

Basic design principle
  1. Gestalt theory
  2. Contrast
  3. Emphasis
  4. Balance
  5. Repetition
  6. Movement
  7. Harmony & Unity
  8. Symbol
  9. Word and Image


1.Contrast&Gestalt theory

1.Contras

Contrast in design refers to the noticeable difference between elements within a composition. It is a powerful tool used by designers to create visual interest, hierarchy, and emphasis. Contrast can be achieved through various means, including differences in color, size, shape, texture, value, or style. 

  1. Color Contrast: This involves using colors that are different from each other to create emphasis and draw attention. For example, placing a bright red element against a dark blue background creates strong color contrast.
  2. Size Contrast: Varying the size of elements within a design helps to establish hierarchy and emphasize important content. Larger elements tend to attract more attention than smaller ones.
  3. Shape Contrast: Contrast in shape involves using different shapes or forms within a composition to create visual interest. For instance, juxtaposing geometric shapes with organic shapes can create a dynamic contrast.
  4. Texture Contrast: Texture refers to the surface quality of an element. Incorporating elements with different textures can add depth and tactile interest to a design.
  5. Value Contrast: Value refers to the lightness or darkness of an element. High contrast between light and dark values can create visual impact and enhance readability.
  6. Typography Contrast: Contrast in typography involves using different font styles, weights, sizes, and spacing to differentiate between various elements of text. For example, pairing a bold headline with a light body text creates typographic contrast.
  7. Style Contrast: Combining elements with different visual styles, such as modern and vintage, or minimalist and ornate, can create an intriguing juxtaposition that captures the viewer's attention.
  8. Negative Space Contrast: Negative space, or whitespace, refers to the empty areas within a design. Utilizing negative space effectively can create contrast and balance within the

My summary:

Contrast in design means making things look different on purpose. Designers do this to make their work more interesting and to show what's important. They can do it by changing colors, sizes, shapes, textures, brightness, or styles.

2.Gestalt theory

Gestalt theory is a psychological framework that describes how humans perceive and interpret visual information. Developed in the early 20th century by German psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Köhler, Gestalt theory emphasizes the idea that the whole is greater than the sum of its parts. The word "Gestalt" itself is a German term meaning "shape" or "form."

Key principles of Gestalt theory include:

  1. Principle of Emergence: Gestalt psychologists proposed that when humans perceive visual stimuli, they do not see individual elements in isolation but rather perceive the entire configuration as a whole. This phenomenon is referred to as emergence.
  2.  Principle of Reification: Reification is the process by which the human mind fills in missing information or perceives incomplete patterns as complete. This principle explains why individuals tend to see incomplete shapes as whole figures.
  3. Principle of Multistability: Multistability refers to the tendency of ambiguous stimuli to be perceived in multiple ways, often alternating between different interpretations. This principle is evident in optical illusions and ambiguous figures.
  4.  Principle of Closure: Closure refers to the human tendency to perceive incomplete figures or patterns as whole objects by mentally "closing" the gaps or filling in missing information. This principle allows individuals to perceive patterns even when parts of the pattern are missing.
  5. Principle of Similarity: The principle of similarity states that elements that are similar in appearance are perceived as belonging together or forming a group. This principle is often used in design to create visual harmony and organize elements within a composition.
  6. Principle of Proximity: The principle of proximity suggests that elements that are close to each other are perceived as belonging together or forming a group. This principle is fundamental in design for organizing and grouping elements to convey relationships and hierarchy.
  7. Principle of Continuity: The principle of continuity posits that humans perceive continuous patterns or lines more readily than discontinuous ones. This principle is often used in design to guide the viewer's eye along a path or flow of information.
1 .contrast illustration by TAO YUZE 2024/2/14

2.contrast illustration by TAO YUZE 2024/2/14




My summary:

Gestalt theory has had a significant impact on various fields, including psychology, design, and art, by providing insights into how humans perceive and interpret visual stimuli. In design, understanding Gestalt principles can help designers create more effective and visually appealing compositions by leveraging the ways in which humans naturally perceive and organize visual information.

3.Principle of similarity


The principle of similarity is a fundamental concept in Gestalt psychology that states that elements that are similar to each other tend to be perceived as belonging together or forming a group. This principle suggests that when presented with a collection of elements, individuals will naturally organize them based on their similarities in terms of attributes such as shape, color, size, texture, or orientation.

Key points about the principle of similarity include:

  1. Visual Attributes: Similarity can be based on various visual attributes, including shape, color, size, texture, or orientation. For example, a group of red circles and blue squares may be perceived as two distinct groups based on color similarity.
  2. Grouping: Elements that share similar visual attributes are often perceived as belonging together or forming a group. This grouping effect helps individuals organize and make sense of complex visual stimuli.
  3. Visual Harmony: Similarity can create visual harmony and coherence within a composition. Designers often use similarity to establish patterns, repetition, and consistency, which contribute to the overall visual appeal and readability of a design.
  4. Visual Hierarchy: Similarity can also be used to establish visual hierarchy by distinguishing between different levels of importance or significance within a composition. Elements that share similar attributes may be perceived as belonging to the same category or level of importance.
  5. Guiding Attention: By leveraging similarity, designers can guide the viewer's attention to specific elements or areas within a composition. For example, using a consistent color scheme or shape throughout a design can draw attention to key focal points.
  6. Grouping Principles: The principle of similarity is one of several grouping principles identified in Gestalt psychology, along with proximity, closure, continuity, and common fate. These principles describe how individuals naturally organize visual stimuli into meaningful patterns and structures.
My summary:

In design, understanding and applying the principle of similarity can help designers create more cohesive, visually appealing compositions that effectively communicate their intended message or purpose. By leveraging similarity to establish patterns, hierarchy, and visual relationships, designers can enhance the overall readability and impact of their designs.

4.The principle of continuation


The principle of continuation, also known as the principle of continuity, is a fundamental concept in Gestalt psychology that describes how the human eye tends to follow continuous paths or lines and perceive them as unified wholes, even when they are interrupted or intersected by other elements. This principle suggests that individuals perceive elements that are arranged in a continuous direction as forming a single unit or group, regardless of interruptions or changes in direction.

Key points about the principle of continuation include:

  1. Visual Flow: Continuation creates a sense of visual flow or movement within a composition. Elements arranged in a continuous direction guide the viewer's eye along a path, leading to a sense of coherence and unity.
  2. Uninterrupted Paths: The principle of continuation suggests that individuals tend to perceive uninterrupted paths or lines as cohesive wholes. Even if a line is interrupted by other elements, the mind tends to mentally "complete" the path, resulting in a perception of continuity.
  3. Grouping Effect: Continuation can also create a grouping effect, where elements arranged along a continuous path are perceived as belonging together or forming a unified group. This grouping effect helps individuals organize and make sense of visual stimuli.
  4. Visual Hierarchy: By leveraging continuation, designers can establish visual hierarchy within a composition by guiding the viewer's attention along a desired path or sequence of elements. Elements arranged along a continuous path may be perceived as more important or significant than those that disrupt the continuity.
  5. Design Applications: Continuation is commonly used in design to create visual interest, rhythm, and movement. It can be achieved through the use of lines, curves, or other directional elements that lead the viewer's eye from one point to another.
  6. Photographic Composition: In photography, continuation is often used to create dynamic compositions by leading the viewer's eye through the frame along a continuous path or line of movement.

In general, the continuation principle helps designers to create a visual composition, effectively guide the audience's attention and convey the expected information or narrative. By understanding how individuals perceive and explain visual stimuli, designers can use continuity to enhance the overall readability, coherence and influence of their design.

 5.Principle of closure


The principle of closure, a concept in Gestalt psychology, describes the human tendency to perceive incomplete or fragmented visual elements as complete or whole objects. This principle suggests that when presented with a collection of elements, individuals mentally "close" the gaps or fill in missing information to perceive a unified and meaningful form.

Key points about the principle of closure include:

  1. Completing Patterns: Closure occurs when the mind perceives incomplete patterns or shapes as whole objects by mentally filling in the missing parts. This ability allows individuals to recognize objects even when they are partially obscured or fragmented.
  2. Gestalt Completion: Closure is one of the principles of Gestalt psychology, which emphasizes the idea that the human mind organizes visual stimuli into coherent wholes or gestalts. Closure helps individuals make sense of complex visual scenes by completing patterns and filling in missing information.
  3. Visual Interpretation: Closure influences how individuals interpret ambiguous or abstract visual stimuli. For example, when presented with a series of dots arranged in a circular pattern with a small gap, individuals may perceive the pattern as a complete circle rather than a series of disconnected dots.
  4. Creative Expression: Closure can be leveraged in art and design to create visually engaging compositions that encourage viewer participation and interpretation. Artists often use incomplete or suggestive forms to stimulate the viewer's imagination and evoke a sense of mystery or intrigue.
  5. Problem-Solving: Closure is also involved in problem-solving and decision-making processes. Individuals may use closure to quickly recognize familiar patterns and make judgments based on incomplete information.
  6. Visual Illusions: Closure plays a role in visual illusions, where incomplete or fragmented stimuli create misleading perceptions. Illusions such as the Kanizsa triangle exploit closure by presenting fragmented shapes that the mind perceives as complete objects.

          5.Principle of closure By TAOYUZE 



My summary:

Overall, the principle of closure highlights the human mind's ability to perceive order and completeness in visual stimuli, even when presented with incomplete information. By understanding how closure influences perception, designers and artists can create compelling visual experiences that engage the viewer's imagination and encourage active participation.

6.Principle of proximity


The principle of proximity is a fundamental concept in Gestalt psychology that describes how humans tend to perceive elements that are close to each other as forming a group or belonging together. This principle suggests that individuals organize visual stimuli based on their spatial proximity, with elements that are near each other being perceived as more related or connected than those that are farther apart.

Key points about the principle of proximity include:

  1. Grouping Effect: Proximity creates a grouping effect, where elements that are close to each other are perceived as belonging together or forming a unified group. This grouping effect helps individuals organize and make sense of visual stimuli by identifying relationships and patterns among elements.
  2. Visual Hierarchy: By leveraging proximity, designers can establish visual hierarchy within a composition by grouping related elements together and separating unrelated elements. Elements that are physically closer to each other are perceived as more related or important than those that are farther apart.
  3. Organization: Proximity helps individuals organize and structure information in a way that is logical and easy to understand. By grouping related elements together, proximity facilitates the process of information processing and comprehension.
  4. Design Applications: Proximity is commonly used in design to create visual relationships, hierarchy, and organization. Designers often group related elements, such as text and graphics, by placing them close to each other. This helps to establish visual coherence and guide the viewer's attention.
  5. Whitespace: Proximity also involves the use of whitespace, or negative space, to separate and distinguish between different groups of elements. By leaving space between groups of elements, designers can create visual clarity and prevent visual clutter.
  6. Readability: Proximity contributes to the overall readability and comprehension of a design by organizing information in a way that is intuitive and easy to navigate. By grouping related elements together, designers can help users quickly identify and access the information they need.
6.Application of Principle of Proximity
https://pin.it/1MkTdCr6C

My summary:

Overall, the principle of proximity plays a crucial role in visual perception and design by helping individuals organize and make sense of visual stimuli. By understanding how proximity influences perception, designers can create more effective and visually appealing compositions that communicate their intended message clearly and efficiently.

7. Principle of figure-ground


The principle of figure-ground is a fundamental concept in Gestalt psychology that describes how humans perceive visual stimuli by distinguishing between the foreground (figure) and the background (ground) within a composition. This principle suggests that individuals perceive objects or shapes as either standing out from their surroundings (figure) or receding into the background (ground), depending on how they are perceived in relation to their surrounding context.

Key points about the principle of figure-ground include:

  1. Perceptual Organization: Figure-ground perception involves the perceptual organization of visual stimuli into distinct foreground and background elements. This organization helps individuals make sense of complex visual scenes by separating objects from their surroundings.
  2. Figure-Background Reversal: Figure-ground perception is dynamic and can be subject to reversal, where the same visual stimulus can be perceived alternately as either the figure or the ground depending on changes in context or perspective.
  3. Visual Ambiguity: Figure-ground perception can sometimes be ambiguous, especially in cases where elements share similar visual attributes or where there is insufficient contrast between the figure and the ground. Ambiguous figure-ground relationships can lead to perceptual ambiguity and visual illusions.
  4. Visual Hierarchy: By leveraging figure-ground relationships, designers can establish visual hierarchy within a composition by emphasizing certain elements as the figure and de-emphasizing others as the ground. This helps guide the viewer's attention and communicate the intended message or narrative.
  5. Negative Space: Negative space, or whitespace, plays a crucial role in figure-ground perception by defining the boundaries between the figure and the ground. By carefully managing negative space, designers can create clear and distinct figure-ground relationships that enhance visual clarity and readability.
  6. Design Applications: Figure-ground perception is widely used in design to create visually engaging compositions that effectively communicate information and guide the viewer's attention. Designers often manipulate figure-ground relationships to create visual interest, highlight important elements, and establish visual hierarchy.

7.Application of Principle of Figure-found
https://pin.it/6A9AuXvBx


My summary:

Overall, the principle of figure-ground perception is essential in visual perception and design, as it helps individuals organize and make sense of visual stimuli by distinguishing between foreground and background elements. By understanding how figure-ground relationships influence perception, designers can create more effective and visually appealing compositions that effectively communicate their intended message.

8. Law of symmetry and orde

The "law of symmetry and order" isn't a specific principle or law within the realm of design or psychology, but it appears to be a concept encompassing principles of symmetry, order, and balance in various contexts.

  1. Symmetry: Symmetry refers to the balanced distribution of elements on either side of a central axis or point. It's a fundamental principle in design, architecture, and art. Symmetry can be bilateral (mirror-like) or radial (circular), and it creates a sense of harmony, stability, and visual appeal.
  2. Order: Order implies structure, organization, and coherence within a composition. In design, order is achieved through careful arrangement and alignment of elements, adherence to grids or layouts, and establishment of visual hierarchy. Orderliness helps convey clarity, professionalism, and intentionality in a design.
  3. Balance: Balance is the distribution of visual weight in a composition. It ensures that elements are harmoniously arranged to create stability and equilibrium. There are various types of balance, including symmetrical balance (formal), asymmetrical balance (informal), and radial balance. Balance ensures that no single element overwhelms the composition and that the viewer's attention is guided smoothly across the design.

While there isn't a specific "law of symmetry and order," the principles of symmetry, order, and balance are foundational concepts in design theory. By adhering to these principles, designers create visually pleasing and effective compositions that communicate their intended message with clarity and impact.



9. Law of uniform connectedness


The "law of uniform connectedness" is a principle in Gestalt psychology that describes how humans tend to perceive elements that are visually connected as forming a single group or unit. This principle suggests that when elements share visual attributes that create a sense of connection or continuity, individuals perceive them as belonging together or forming a cohesive whole.

Key points about the law of uniform connectedness include:

  1. Visual Grouping: Uniform connectedness contributes to the perceptual grouping of visual elements by creating associations between them based on their shared visual attributes. Elements that are visually connected are perceived as belonging together or forming a unified group.
  2. Visual Relationships: Uniform connectedness establishes visual relationships between elements, guiding the viewer's perception and interpretation of a composition. By emphasizing connections between elements, designers can create patterns, sequences, and relationships that enhance visual coherence and readability.
  3. Visual Separation: Conversely, the absence of uniform connectedness can lead to visual separation or segmentation of elements within a composition. Elements that lack visual connections are perceived as distinct and separate from each other, contributing to the overall organization and structure of the design.
  4. Design Applications: Uniform connectedness is commonly used in design to create visual relationships, group related elements, and establish hierarchy within a composition. Designers often leverage visual connections such as lines, paths, proximity, color, or texture to create cohesive and visually appealing designs.
  5. Perceptual Organization: Uniform connectedness is one of several principles of Gestalt psychology that describe how humans naturally organize and make sense of visual stimuli. By understanding how uniform connectedness influences perception, designers can create more effective and engaging compositions that communicate their intended message clearly and efficiently.
9.Application of Law of Uniform Connectness
https://pin.it/6UMAT4vMa

My summary:

Overall, the law of uniform connectedness highlights the human tendency to perceive visual elements as forming cohesive groups based on their shared visual attributes. By leveraging uniform connectedness, designers can create visually appealing compositions that effectively communicate information and guide the viewer's perception and interpretation.

10. Principle of Prägnanz


Principle of Prägnanz or the principle of simplicity, is a fundamental concept in Gestalt psychology. Prägnanz is a German word that roughly translates to "pithiness" or "conciseness," and it refers to the tendency of the human mind to perceive stimuli in the simplest, most organized form possible.

Key points about the law of pragnanz include:

  1. Simplicity: The law of pragnanz suggests that individuals naturally perceive and interpret visual stimuli in the simplest and most coherent way possible. When presented with complex or ambiguous stimuli, the mind tends to simplify them into clear and meaningful patterns or forms.
  2. Simplicity over Complexity: Pragnanz implies a preference for simplicity over complexity in perceptual organization. The mind seeks to reduce visual stimuli to their most essential and easily understandable components, avoiding unnecessary complexity or ambiguity.
  3. Gestalt Principles: The law of pragnanz is one of several principles of Gestalt psychology that describe how humans organize and make sense of visual stimuli. Other Gestalt principles, such as proximity, similarity, closure, and continuity, also contribute to the perceptual organization of visual information.
  4. Perceptual Organization: Pragnanz influences how individuals perceive and interpret visual patterns, forms, and structures. It helps to explain why humans tend to perceive meaningful shapes and figures even in ambiguous or incomplete visual stimuli.
  5. Design Applications: The law of pragnanz has significant implications for design, as it underscores the importance of simplicity, clarity, and coherence in visual communication. Designers often strive to create designs that are easily comprehensible, memorable, and aesthetically pleasing by applying principles of pragnanz.

10.Application of Principle of Prägnanz
http://eyelevel.si.edu/2007/06/sculpture-as-an.html

My summary:

Overall, the law of pragnanz highlights the human tendency to perceive visual stimuli in the simplest and most organized form possible. By understanding how individuals simplify and organize visual information, designers can create more effective and engaging designs that effectively communicate their intended message.

11. Law of common fate


The law of common fate is a principle in Gestalt psychology that describes how humans perceive elements that move in the same direction or at the same speed as belonging to a single group or unit. This principle suggests that individuals perceive objects or elements that share a common direction of movement as being related or connected, even if they are physically separate or distinct.

Key points about the law of common fate include:

  1. Perceptual Grouping: The law of common fate contributes to the perceptual grouping of visual elements based on their shared motion characteristics. Elements that move together in a coordinated manner are perceived as belonging together or forming a unified group.
  2. Motion Perception: Common fate influences how individuals perceive and interpret motion in visual stimuli. When presented with moving objects or elements, individuals naturally group those that move in the same direction or at the same speed, perceiving them as part of a cohesive whole.
  3. Visual Relationships: Common fate establishes visual relationships between moving elements, guiding the viewer's perception and interpretation of a scene. By emphasizing common motion characteristics, designers can create patterns, sequences, and relationships that enhance visual coherence and readability.
  4. Design Applications: The law of common fate is commonly used in design to create visual connections, group related elements, and establish hierarchy within a composition. Designers often leverage common motion characteristics such as direction, speed, or rhythm to create cohesive and visually appealing designs.
  5. Perceptual Integration: Common fate is one of several principles of Gestalt psychology that describe how humans naturally organize and make sense of visual stimuli. By understanding how common fate influences perception, designers can create more effective and engaging compositions that communicate their intended message clearly and efficiently.

11. Law of Common Fate Application
https://pin.it/2AUDqwBN1


My summary:

Overall, the law of common fate highlights the human tendency to perceive moving elements as forming cohesive groups based on their shared motion characteristics. By leveraging common fate, designers can create visually appealing compositions that effectively communicate information and guide the viewer's perception and interpretation.

2.Balance

Symmetrical design is a fundamental principle in art and design where elements are arranged evenly around a central axis or point. There are several types of symmetrical design:

  1. Bilateral Symmetry: Also known as mirror symmetry, this is the most common type of symmetry where elements on one side of the central axis are mirrored on the other side. Think of a butterfly or a human face.
  2. Rotational Symmetry: Also known as radial symmetry, this occurs when elements radiate outward from a central point, repeating at regular intervals around a circle. Examples include flowers or a snowflake.
  3. Translational Symmetry: In this type, elements are repeated in a linear sequence, creating a pattern that extends infinitely in one or more directions. Think of a brick wall or a tiled floor.
  4. Reflectional Symmetry: This is similar to bilateral symmetry, but the reflections are not limited to a single axis. Elements may be reflected along multiple axes or even irregular shapes.
  5. Point Symmetry: Also known as central symmetry, this occurs when elements are repeated around a central point, similar to rotational symmetry but without the rotation. Islamic art often employs point symmetry.
  6. Approximate Symmetry: In some cases, elements may not be perfectly symmetrical but possess enough balance and similarity to create a harmonious design. This type of symmetry is often found in nature.

12.Balance's application
https://pin.it/2tl8LWFr9

My summary:

These types of symmetrical design principles can be combined and manipulated to create visually appealing compositions in various art forms, architecture, graphic design, and other creative disciplines.


3.The Golden Ratio

The Golden Ratio, often represented by the Greek letter phi (φ), is a mathematical concept that has been influential in art, architecture, design, and nature. It is a proportion that is often described as aesthetically pleasing and harmonious to the human eye. The ratio is approximately 1.61803398875.

The Golden Ratio can be applied in various ways:

  1. Geometry and Mathematics: The Golden Ratio can be defined geometrically as the ratio of two quantities where the ratio of the sum of the quantities to the larger quantity is equal to the ratio of the larger quantity to the smaller one.
  2. Art and Design: Artists and designers often use the Golden Ratio to create aesthetically pleasing compositions. It can be applied to determine the proportions of elements within a piece of artwork, such as the dimensions of a canvas or the placement of objects within a frame.
  3. Architecture: The Golden Ratio has been used in architecture for thousands of years. Buildings and structures like the Parthenon in Athens, the Great Pyramid of Giza, and the Taj Mahal are believed to incorporate proportions based on the Golden Ratio.
  4. Nature: The Golden Ratio appears frequently in nature, from the spiral patterns of shells and sunflower seed heads to the branching of trees and the proportions of human anatomy.
  5. Photography: Photographers may use the Golden Ratio to compose their images, placing subjects or points of interest at specific locations within the frame to create a visually balanced and harmonious composition.

13.The application of The Golden Ratio
http://www.darkstormcreative.com/2010/12/the-golden-ratio-or-fibonacci-spiral/

My summary:

While opinions vary on the significance and application of the Golden Ratio in art and design, it continues to be a source of inspiration and fascination for many creators and scholars. Whether consciously applied or observed in natural phenomena, the Golden Ratio exemplifies the intersection of mathematics, aesthetics, and the natural world.



4.The Rule of Thirds 

The Rule of Thirds is a fundamental principle in photography, visual arts, and design. It involves dividing an image into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines, resulting in a grid of nine squares. The points where these lines intersect are called "power points" or "points of interest." The Rule of Thirds suggests that by placing key elements of a composition along these lines or at their intersections, the resulting image is more visually appealing and balanced than if those elements were placed in the center of the frame.

Key aspects of the Rule of Thirds:

  1. Composition: The Rule of Thirds helps photographers and artists compose their images more effectively by providing a guideline for placing elements within the frame. It encourages them to position the main subject or focal point off-center, creating a more dynamic and visually interesting composition.
  2. Balance: Placing elements along the grid lines or at the intersections helps to distribute visual weight more evenly throughout the image, resulting in a more balanced composition. This can prevent the image from feeling too static or centered.
  3. Negative Space: The Rule of Thirds also emphasizes the importance of negative space, the areas around the main subject or focal point. By incorporating negative space into the composition, the image can feel more spacious and aesthetically pleasing.
  4. Visual Flow: The grid lines can also guide the viewer's eye through the image, leading them from one point of interest to another in a natural and engaging way.
14.The Rule of Thirds Application
https://www.photutorial.com/rule-of-thirds/

My summary:

While the Rule of Thirds is a useful guideline for composition, it's important to remember that it's not a strict rule. Creativity often involves breaking or bending rules to achieve a desired effect. Therefore, the Rule of Thirds should be seen as a tool to aid composition rather than a strict formula for creating every image.


5.Emphasis

Emphasis in design refers to the principle of making certain elements stand out or attract more attention than others within a composition. It's a crucial aspect of visual communication, guiding the viewer's eye to the focal point or key message of the design. Emphasis helps create hierarchy, balance, and visual interest in a design.

 techniques used to create emphasis:

  1. Contrast: Contrast involves making elements different from one another in terms of color, size, shape, texture, or value. By placing contrasting elements next to each other, you can create emphasis by making the focal point stand out.
  2. Size: Larger elements tend to attract more attention than smaller ones. Increasing the size of an element can help emphasize its importance within the design.
  3. Color: Bright or saturated colors tend to draw the eye more than muted or neutral colors. Using color strategically can create emphasis and highlight important elements.
  4. Typography: Using bold, italicized, or larger fonts for key text can help emphasize important words or phrases within a design.
  5. Whitespace: Negative space, or whitespace, can help create emphasis by providing contrast and drawing attention to the focal point. By surrounding important elements with whitespace, you can make them stand out more.
  6. Isolation: Placing an element away from other elements can help emphasize it by creating contrast and drawing attention to it.
  7. Hierarchy: Establishing a clear hierarchy of elements within a design helps guide the viewer's eye and emphasizes the most important elements.
  8. Visual Cues: Arrows, lines, or other visual cues can be used to direct the viewer's eye toward the focal point or key message of the design.
15.EMPHASIS application
https://www.thoughtco.com/emphasis-speech-and-composition-1690646

My summary:

By effectively employing these techniques, designers can create emphasis and ensure that the most important elements of their designs are noticed and understood by viewers.


6.Repetition & Movement


1.Repetition, pattern, and rhythm


Repetition, pattern, and rhythm are essential principles in design that contribute to visual cohesion, harmony, and organization. 

  1. Pattern: Patterns are formed when elements are repeated in a predictable manner. They can be simple or complex, geometric or organic. Patterns add interest and can help create visual hierarchy or focal points within a design. Patterns can be used to decorate surfaces, create backgrounds, or add texture to an otherwise plain design.
  2. Rhythm: Rhythm in design refers to the movement or flow created by the repetition of elements. Like musical rhythm, visual rhythm can be fast or slow, regular or irregular. It helps establish a sense of pace and visual interest, guiding the viewer's eye smoothly through the design. Rhythm can be achieved through the repetition of shapes, colors, or spatial intervals.

pattern, and rhythm can be applied in design:

  1. Typography: Consistent use of font styles, sizes, and spacing creates a visual rhythm in typography. Repeating certain typographic elements throughout a design can also establish a sense of continuity.
  2. Grid Systems: Grid-based layouts rely on repetition and pattern to organize content systematically. Grids help establish consistent alignment and spacing, creating a rhythm that guides the viewer's eye from one element to another.
  3. Textures and Backgrounds: Repeating patterns or textures can add depth and interest to backgrounds or surfaces. Whether it's a subtle texture overlay or a bold geometric pattern, repetition creates visual consistency and cohesion.
  4. Brand Identity: Repetition of brand elements such as logos, colors, and visual motifs reinforces brand recognition and identity. Consistent use of these elements across various touchpoints creates a cohesive brand experience.
  5. Photography and Illustration: Repetition of visual elements within photographs or illustrations can create rhythm and movement. For example, repeated shapes or motifs can lead the viewer's eye through the composition, creating a sense of flow.
16.Application of Repetition & Movement
https://pin.it/2joGwJz2K

My summary:

By understanding and effectively utilizing repetition, pattern, and rhythm, designers can create visually compelling and harmonious compositions that engage and resonate with their audience.



2.Movement 

Movement in design refers to the visual flow or sense of direction created within a composition. It guides the viewer's eye through the design, creating a dynamic and engaging experience. Movement can be achieved through various design principles and techniques. Here are some key principles related to movement in design:

  1. Directional Cues: Design elements such as lines, shapes, or patterns can be strategically placed to direct the viewer's eye in a particular direction. For example, diagonal lines or arrows can create a sense of movement towards a focal point or important information.
  2. Hierarchy: Establishing visual hierarchy through the use of size, color, contrast, and placement helps prioritize content and guide the viewer's attention. By arranging elements in a hierarchical order, designers can create a natural flow that leads the viewer from one element to another.
  3. Repetition and Rhythm: Repetition of visual elements creates a sense of continuity and rhythm, which can also contribute to the perception of movement. Consistent use of patterns, shapes, or textures can lead the viewer's eye along a visual path within the design.
  4. Balance and Symmetry: Achieving balance in design helps distribute visual weight evenly throughout the composition, preventing the eye from becoming stagnant or feeling stuck. Symmetry or asymmetry can be used to create movement by introducing contrast and tension within the design.
  5. Negative Space: Negative space, or the empty areas around and between design elements, plays a crucial role in creating movement. Strategic use of negative space can help emphasize focal points, establish visual flow, and prevent the design from feeling cluttered or overwhelming.
  6. Typography and Layout: The arrangement of text and other graphic elements can influence the perception of movement within a design. For example, curved or slanted text can create a sense of motion, while strategic placement of headlines and body text can guide the viewer's eye through the layout.
  7. Visual Effects: Techniques such as gradients, shadows, blurs, and animations can be used to simulate movement within a static design. These visual effects can add depth, dimension, and dynamism, enhancing the overall sense of movement and engagement.
  8. Narrative and Storytelling: Incorporating elements of storytelling or sequential imagery can create a sense of progression and movement within a design. This can be particularly effective in multimedia or interactive designs where users are encouraged to explore and interact with the content.
My summary:

By understanding and applying these principles of movement in design, designers can create compositions that not only capture the viewer's attention but also guide them through a visually compelling and cohesive experience.


3.Hierarchy


Hierarchy in design refers to the organization and prioritization of elements within a composition to guide the viewer's attention and communicate information effectively. Establishing visual hierarchy helps users navigate through content, understand its structure, and focus on key messages or actions.

principles related to hierarchy in design:

  1. Contrast: Contrast is a fundamental principle in creating hierarchy. By varying elements such as size, color, font weight, or style, designers can distinguish between different types of content and emphasize important information. Strong contrast draws attention and helps establish a clear hierarchy of elements.
  2. Size and Scale: Larger elements tend to attract more attention than smaller ones. By increasing the size or scale of important elements such as headings, key visuals, or calls-to-action, designers can emphasize their significance within the composition and establish a clear hierarchy.
  3. Color: Color can be used to differentiate between elements and create hierarchy. Bright, saturated colors tend to stand out more than muted or neutral tones. Designers can use color strategically to highlight important information or create visual groupings within a composition.
  4. Typography: Variation in typography, including font size, weight, style, and spacing, can help establish hierarchy within text-based content. Headings, subheadings, body text, and other typographic elements can be differentiated to guide the reader's eye and convey the relative importance of each piece of information.
  5. Alignment and Layout: Consistent alignment and layout help create a sense of order and structure within a composition, contributing to hierarchy. Elements that are aligned along a common axis or grid tend to be perceived as related, while those positioned differently stand out and draw attention.
  6. Whitespace: Whitespace, or negative space, plays a crucial role in establishing hierarchy by providing visual separation between elements. By strategically incorporating whitespace around important elements, designers can enhance their prominence and make content easier to digest.
  7. Visual Cues: Design elements such as icons, arrows, or borders can be used as visual cues to direct the viewer's attention and reinforce hierarchy. These cues help guide users through the content and indicate relationships between different elements.
  8. Depth and Layering: Creating depth and layering within a composition can also contribute to hierarchy. Elements that appear closer to the foreground or have greater visual prominence are perceived as more important, while those receding into the background are seen as less significant.
My summary:

By applying these principles of hierarchy in design, designers can create compositions that effectively communicate information, guide the viewer's attention, and improve overall usability and user experience.


4.Alignment


Alignment in design is a crucial principle that involves arranging elements in a composition in a deliberate and organized manner to create visual coherence and clarity. Proper alignment helps establish structure, hierarchy, and flow within a design, contributing to its overall readability and effectiveness.

key principles related to alignment in design:

  1. Consistency: Consistent alignment throughout a design creates a sense of order and unity. Elements should be aligned along common axes or gridlines to maintain visual harmony and coherence across the composition.
  2. Grid Systems: Grid-based layouts provide a framework for precise alignment and positioning of elements. By dividing the design space into columns, rows, and modules, grid systems help maintain consistency and structure, making it easier to arrange and align content.
  3. Visual Hierarchy: Alignment can be used to reinforce the visual hierarchy of elements within a composition. Important elements such as headings, subheadings, and key visuals should be aligned in a way that emphasizes their significance and relationship to other content.
  4. Balance: Proper alignment contributes to the visual balance of a design by distributing visual weight evenly throughout the composition. Elements that are aligned along a common axis or within a defined space create a sense of stability and harmony.
  5. Edge Alignment: Aligning elements along their edges or margins helps create a clean and polished appearance. This includes aligning text blocks, images, buttons, and other visual elements to ensure they are evenly spaced and aligned with each other.
  6. Whitespace Management: Proper alignment of elements helps manage whitespace effectively, ensuring that negative space is distributed evenly and used purposefully. Well-aligned elements create a sense of openness and breathing room, making the design more visually appealing and easier to navigate.
  7. Responsive Design: Alignment considerations become even more important in responsive design, where layouts need to adapt to different screen sizes and orientations. Elements should be aligned flexibly to maintain consistency and readability across various devices and viewport sizes.
  8. Visual Cues: Alignment can be used as a visual cue to guide the viewer's eye and indicate relationships between different elements. For example, aligning related elements along a common axis or in close proximity helps establish connections and reinforce visual groupings.

My summary:

By applying these principles of alignment in design, designers can create compositions that are visually harmonious, structurally sound, and easy to understand, ultimately enhancing the overall user experience.


7.symbol word & image

In design principles, the interplay between symbols, words, and images plays a crucial role in conveying meaning, eliciting emotions, and facilitating communication.How each element contributes within the realm of design: 1.Symbols: Symbols are visual representations that carry inherent meaning. They condense complex ideas or concepts into simple, recognizable forms. They are often culturally or contextually bound, carrying different interpretations depending on the audience. Symbols are powerful tools for communication, as they can transcend language barriers and convey universal concepts. In design, symbols are used for branding, signage, iconography, and visual storytelling.

2.Words:

Words are linguistic symbols that represent concepts, ideas, or objects. They provide precise and explicit communication. Typography, the art of arranging type, plays a significant role in design, as the style, size, and arrangement of words can convey emotions, hierarchy, and emphasis. Words in design encompass everything from headlines, body copy, labels, and captions to slogans and calls-to-action. Effective use of words in design involves considering readability, tone, and alignment with visual elements to enhance overall comprehension and impact.

3.Images: Images are visual representations that depict scenes, objects, or concepts. They are powerful tools for evoking emotions, conveying complex information, and enhancing comprehension. Photography, illustration, graphics, and diagrams are common types of images used in design. Like symbols, images can convey universal meanings, but they can also be more nuanced and open to interpretation. Images in design should be chosen or created thoughtfully to align with the intended message, audience, and overall aesthetic.

Integration of Symbols, Words, and Images: Effective design often involves integrating symbols, words, and images harmoniously to create cohesive and impactful visual communication. Each element should complement and reinforce the others, contributing to a unified message and visual experience. Balance is key: too much reliance on one element over the others can lead to cluttered or confusing design. Designers often employ techniques such as visual hierarchy, color coordination, and typography selection to ensure that symbols, words, and images work together seamlessly to convey the intended message and evoke desired responses from the audience.






8.Visual analysis


Visual analysis is a critical component of design principles, involving the examination and interpretation of visual elements within a design context. It encompasses understanding how various visual components interact to convey meaning, evoke emotions, and achieve specific design objectives.  How visual analysis operates within design principles:

1.Understanding Composition:

Visual analysis begins with an examination of the overall composition of a design. This involves assessing the arrangement and placement of visual elements such as images, text, colors, and shapes within the design space.
Designers analyze how elements are positioned relative to each other and how they create visual balance, hierarchy, and flow.
They consider principles of design such as alignment, proximity, contrast, and repetition to evaluate the effectiveness of the composition in guiding the viewer's attention and conveying the intended message.
Interpreting Visual Elements:

Visual analysis involves deconstructing individual visual elements within a design and interpreting their significance.
This includes examining the use of color, typography, imagery, icons, symbols, and whitespace to discern their roles in communicating ideas, establishing mood, and reinforcing branding.
Designers assess how each visual element contributes to the overall aesthetic appeal and functionality of the design.

2.Identifying Design Principles:

Visual analysis enables designers to identify and apply fundamental design principles that govern effective visual communication.
By analyzing elements such as balance, emphasis, rhythm, unity, and proportion, designers can determine whether a design effectively communicates its intended message and resonates with its target audience.
They assess how well the design adheres to principles of visual hierarchy, guiding the viewer's eye through the content in a logical and engaging manner.

3.Evaluating User Experience:

Visual analysis extends beyond aesthetics to encompass the user experience (UX) of a design.
Designers evaluate how the visual elements contribute to the usability, accessibility, and intuitiveness of the design interface.
They consider factors such as readability, navigation, visual clarity, and emotional engagement to ensure that the design effectively serves its intended purpose and meets the needs of its users.

4.Iterative Design Process:

Visual analysis is an iterative process that involves continual refinement and improvement based on feedback and evaluation.
Designers gather insights from user testing, analytics, and peer review to iteratively optimize the visual elements and overall design effectiveness.
By incorporating insights from visual analysis into the design process, designers can create more compelling, engaging, and impactful visual experiences.



18.Application of Visual Analysis
https://pin.it/3mZJJ8EFW






17 goals choice

According to TASK1's requirements, I will choose a Goal in 17 GOALS and explain the reasons.


The Goal I chose is NO. 15 Life on Land, because I am an observer of amateur bird, and I can feel the beauty of many life and the balanced relationship between them.

I choose Forests as my detailed goal,Because forests are one of the most rich biological groups on land, and trees are an important part of carbon cycle.


Artwork choose

I explored several artwork about environmental protection and animal protection on the Internet. I chose one of them as my explanation object


This is a set of triad posters, which shows the dynamic relationship of environmental protection and animal living conditions.I chose one of them to explain.This work shows the harm of mountain fires to the number of species groups. The design shows the dynamic relationship between the two, which perfectly meets the goals NO.15 of forest protection in UNSDG

Approximate Symmetry：Similar symmetry is a very common type of symmetry in nature. In this pair of works, it is difficult for us to find a very symbolic symmetry type, because the main objects are animals.Most animals in nature (including polar bears, deer and monkeys in the works) have symmetrical limbs, eyes, and bones. In the picture, all animals have a side perspective, so they have the same symmetrical line. The method of planting three -dimensional shows approximation of symmetry.

Isolation&Hierarchy：The composition of the poster is divided into two parts. The upper part is disturbing scenery, and the lower part is the shape of the animal.This level conveys a clear theme, expressing the dynamic relationship of environmental deterioration and animal survival problems.
The clever double exposure is used in the composition as transition and segmentation,Express the organic relationship between animals and the environment, so that the intersection and parallel part of the two themes will be excessive and more natural.

Color Contrast:The color of the trees in the work and the color of the mountain fire,  the color of the forest and wasteland have a sharp comparison.The impact brought by this comparison emphasizes the theme of environmental protection again

Texture Contrast:The author uses superb dual exposure skills to combine the material and animal skin materials, so as to show the inseparable ideas of the environment and the individual of animals.

Negative Space Contrast: The author cleverly uses negative space comparison. The scene has a large blank space, but at the same time maintains the original outer contour of the animal. Large -scale blank spaces convey the number of ecological and animal populations with positively correlated ideas

Gestalt theory：The author focuses on using the elements in the gestaly theory

typography：Use text auxiliary expression themes


Feedback 

According to Ms. YIP's feedback, I need to add a title and number to each picture.Ms. YIP suggested that I choose one of the three posters for analysis, rather than analyzing three at the same time.I need to point out my goal, and then explain why I choose it.






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