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Design Principles - Task 1: Exploration


9.2.2026 - 27.2.2026 (Week 2 - Week 4)
Cheyenne Liew Khye Yean / 0378330
Design Principles / Bachelor of Design (Hons) Creative Media
Task 1: Exploration

TABLE OF CONTENTS

1. LECTURES

Topic 0: Introduction - Elements & Principles of Design

Introduction

DESIGN ELEMENTS: Individual "building blocks".
DESIGN PRINCIPLES: Organisational fundamentals that resulted from or guides the arrangement of the elements.

Elements of Design

1. Point
  • Simplest element of design, forms a line when used repetitively.
  • 2D and 3D figures and forms are created when the point moves in space.
2. Line
  • Can be active or static, aggressive or passive, sensual or mechanical.
  • Can indicate direction, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion.
  • Can be grouped to depict qualities of light and shadow and to form patterns and textures.
3. Shape
  • Refers to the expanse within the outline of a 2D area within a 3D object.
  • Becomes visible when a line or lines enclose an area.
  • 2 categories: geometric (precise and regular) and organic (irregular).
4. Form
  • A 3D area is known as form.
  • When form encloses space, the space is called volume.
5. Texture
  • Refers to the tactile qualities of surfaces or to the visual representation of those qualities.
  • All surfaces have textures that can be experienced by touching or through visual suggestion.
  • 2 categories: actual (experienced by touch) and simulated or implied (created to look like the real texture).
6. Space
  • The indefinable, general receptacle of all things.
  • 2D space is defined by its edges (height and width); 3D space is experienced when we are in it, from the outside (mass) and from the inside (volume).
  • Can be defined as positive (filled space) or negative (empty space).
7. Colour
  • The visual byproduct of the spectrum of light.
  • Can be identifiable in these 3 terms: hue (colours of the spectrum), value (lightness and darkness), and intensity (saturation/purity of a hue).
  • Types of colour schemes: monochromatic (same hue, different value and intensity), analogous (adjacent colours on the colour wheel, same pure hue), complementary (2 directly opposite hues).


Topic 1: Contrast & Gestalt Theory

Contrast
  • The juxtaposition of strongly dissimilar elements.
  • Can provide visual interest, emphasise a point and express content.

Gestalt Theory
  • "Gestalt" refers to "shape" or "form" in German.
  • Aims to show how complex scenes can be reduced to simpler shapes, and how the eyes perceive the shapes as a single, united form rather than the separate, simpler elements involved.

1. Principle of Similarity
  • The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if separated.
  • The brain creates a link between elements of a similar nature.
2. Principle of Continuation
  • The human eye follows the paths, lines, and curves of a design, and prefers to see a continuous flow of visual elements rather than separated objects.
3. Principle of Closure
  • If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
4. Principle of Proximity
  • Related design elements are placed together; unrelated items are spaced apart.
  • The close proximity indicated that the items are connected to each other and become one visual unit.
5. Principle of Figure/Ground
  • Objects either stand out in the foreground or the background.
6. Law of Symmetry & Order
  • Elements that are symmetrical to each other are perceived as a unified group.


Topic 2: Balance & Emphasis

Balance
  • Refers to the distribution of visual weight in design.
  • Can be symmetrical or asymmetrical.

1. Symmetrical Balance
  • Has equal arrangements of elements on either side of the central axis.
  • Arranging elements equally around a central point results in radial balance.
  • Approximate symmetry is when equivalent but not identical forms are arranged around the fulcrum line.
2. Asymmetrical Balance
  • One side might contain a dominant element, which can be balanced out by a couple or more lesser focal points on the other side.
  • Offers more visual variety, although more difficult to achieve due to the complex relationship between elements.

The Golden Ratio
  • Also known as phi, the Golden Ratio is a mathematical concept and a number that goes on indefinitely (1.618033988749895...) that comes from the Fibonacci sequence.
  • Used as a guide to create visual balance and to bring harmony, balance, and structure to one's work.

Rule of Thirds
  • Used as a composition guideline to add more dynamism.
  • An image is divided evenly into thirds (horizontally and vertically) with the subject of the image placed at or along one of the lines.

Emphasis
  • Used to create dominance and focus.



Topic 3: Repetition & Movement

Repetition
  • Creates rhythm and pattern within the work.
  • Variety is essential to avoid monotony.

Movement
  • The way a design leads the eye in, around, and through a composition.
  • Motion/movement occurs when objects seem to be moving in an image.
  • Comes from the kinds of shapes, forms, lines, and curves that are used.


Hierarchy
  • The choreography of content in a composition to communicate information and convey meaning.
  • Directs viewers to the most important information first, and identifies navigation through secondary context.

Alignment
  • Placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre.
  • Creates a sense of unity and cohesion and helps lead a person through a design.



Topic 4: Harmony & Unity

Harmony
  • Involves the selection of elements that share a common trait.
  • Becomes monotony without variety.

Unity
  • Refers to the repetition of particular elements throughout a design.
  • Occurs when elements are composed in such a way that they are balanced and give a sense of oneness.

Scale & Proportion

  • Both design elements that have to do with size.
  • Scale - the size of one object in relation to the other objects in a design or artwork.
  • Proportion - the size of the parts of an object in relationship to other parts of the same object.

1. Scale
  • Refers to the size and dimension of figures and forms relative to a specific unit of measure. Can be determined using actual measurements or visual estimates based on comparison.
2. Proportion
  • The relationship of two or more elements in a composition and how they compare to one another.
  • Is harmonious when a correct relationship exists between elements with respect to size or quantity.



Topic 5: Symbol, Word & Image

Symbol

  • A sign, shape, or object that is used to represent something else.
  • Can provide or convey information, equivalent to one or more sentences of text.

1. Pictorial Symbols
  • Image-related and simplified pictures.
2. Abstract Symbols
  • Look like the objects they represent but have less detail.
3. Arbitrary Symbols
  • Have no resemblance at all to the objects or ideas they represent.
  • Invented with the meaning constructed and has to be learnt.

Word & Image
  • Choosing the right words to pair with the imagery is important as it would deepen the meaning of the design.
  • Typography is the design and arrangement of text to convey a message or concept.

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2. INSTRUCTIONS

Figure 2.1 Module Information

Task 1: Exploration

  • Describe each design principle: Gestalt theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, Word & Image, and provide an example for each.
  • Select a design work, explain why it was chosen, and list the design principles observed.

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3. TASK 1

3.1 Design Principles

Gestalt Theory

Figure 3.1.1 Gestalt Theory (Sources: Google), Week 2 (11/2/2026)

The Gestalt Theory refers to how our mind automatically simplifies complex elements to create a unified form. My chosen design above utilises the Principle of Figure/Ground, in which the objects stand out either in the foreground or the background. At first glance, two humans—one right-side up and one upside down—are visible, but when we shift our focus to the bright yellow of the design, two human side profiles appear. This shift highlights how easily our perception can change depending on what we decide to focus on.

Contrast

Figure 3.1.2 Contrast (Source: Behance), Week 2 (11/2/2026)

Contrast is the juxtaposition of different elements, which can be visible through variations of colours, shapes, sizes, etc. In this specific poster, the dark visual of the pointed star stands out against the striking, bright orange background, showcasing contrast between colours. The stark difference automatically brings attention to the dark pointed star, which acts as the focal point of this design.

Emphasis

Figure 3.1.3 Emphasis (Source: Pinterest), Week 2 (11/2/2026)

Emphasis is used to bring focus to a particular element (or elements) within a design. In this design, the silhouette of a face is repeated throughout the composition, but only one is coloured a bright red with the addition of an eye. The silhouette is further emphasised by the text placed at the bottom right, with the word "It" also highlighted in the same colour. The repeated use of the colour helps to direct the viewer's eye clearly to the intended subject.
 

Balance


Figure 3.1.4 Balance (Source: Pinterest), Week 2 (11/2/2026)

Balance is when the visual weight of both sides of a composition is distributed evenly. The example image depicts two birds facing each other on opposite sides, mirroring one another across a vertical central axis. The two birds are exactly the same, resulting in a symmetrically balanced composition, which gives the design a sense of stability.

Repetition

Figure 3.1.5 Repetition (Source: Pinterest), Week 2 (12/2/2026)

Repetition is when an element is recurring throughout the design, oftentimes creating a pattern that makes a design seem active. In this poster, circular shapes in a variety of sizes are repeated across the entire composition. Even though the colours overlap and the positioning of the circles change, the repetition creates a clear rhythm within the design, which makes the design interesting to look at.

Movement

Figure 3.1.6 Movement (Source: Pinterest), Week 2 (11/2/2026)

Movement refers to the way the elements in a design can direct the viewer's eye. For the example above, a spiral-shaped road loops around a pole-like element. A car is placed at the beginning of the loop, acting as the main subject, while the spiral serves as the leading lines. This creates the effect that the car appears to be driving upwards, guiding the viewer's attention along the curves of the loop.

Harmony & Unity

Figure 3.1.7 Harmony & Unity (Source: Google), Week 2 (11/2/2026)

Harmony refers to when all elements in a design share a similar trait, while unity is the repetition of certain elements. The design above shows a variation of shapes, particularly circles in different sizes, repeated throughout the composition and confined within a grid of boxes. Although the sizes and placements differ, the repeated use of the shapes and the contrast between the blue, black, and white colour palette make the overall design cohesive and unified, while the square grid creates a sense of balance within the composition.

Symbol

Figure 3.1.8 Symbol (Source: Google), Week 2 (12/2/2026)

A symbol is a visual representation that is often used to stand for an idea or concept. My chosen symbol is the volume symbol, which is a pictorial symbol representing a speaker producing sound. The basic speaker shape and curved lines clearly showcase sound waves, making the meaning easy to recognise. Its simple and minimal design allows it to communicate the idea of volume effectively.

Word & Image

Figure 3.1.9 Word & Image (Source: Google), Week 2 (11/2/2026)

Words combined with images are a strong combination that helps to convey the meaning of a design. My chosen example has the text "COMMUNICATION" laid out in rows, with images of old communication devices and methods placed between the text. The light sepia tones of the colours give off a vintage feel, which further reinforces the old-fashioned theme. Even though the poster doesn't contain much text, the direct correlation between the words and images conveys the theme clearly and effectively. 

3.2 Design Selection & Writeup

Figure 3.2.1 Final Selected Design (Repetition), Week 4 (24/2/2026)

Title: "Eye 94 Poster"
Artist: MuirMcNeil (Hamish Muir & Paul McNeil)
Year: 2019
Medium: Digital Indigo Print
Size: 50 x 70 cm
Source: https://pin.it/3TZ2b3PlH

Why I Selected this Artwork

I selected this artwork because it immediately stood out against all my other examples. The repeated circular shapes create a strong rhythm, while the bright colours against the darker blue background make the design visually striking. What appealed to me the most is how the repetition of the shapes feels both structured and active. The shapes are not repeated over and over in the same manner, but rather arranged in an interesting pattern. This mix of consistency and small changes makes the pattern feel active and rhythmic instead of predictable or boring. The overlapping circles also introduce variation, with colours blending and contrasting to add depth to the composition. The overall effect is vibrant and modern, combining strong colour contrasts with a sense of order. On top of that, the balance between repetition and variation creates a unique feel for the poster, giving it a strong sense of rhythm and identity that makes it stand out as a distinctive and memorable piece.

Design Principles Used

  • Repetition
  • Contrast
  • Balance 
  • Movement
  • Gestalt Theory (Principle of Similarity)
  • Unity & Harmony

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4. FEEDBACK

Week 2
Mr. Max said that the original design I chose for repetition acts more as movement and suggested I change it to something more obvious. He also mentioned to lightly modify the description for harmony & unity by adding on how the other design principles were utilised in the design.

Week 3
All selected options are okay, I can pick one to proceed with.

Week 4
Explore the deeper meaning behind the selected artwork for Task 2.

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