TASK 1 (Exploration)

 07/02/2024-21/02/2024
Week 1 – Week3
Lee Jia Rou / 0363293
Design Principles GCD60804/ Bachelor of Design (Hons) in Creative Media

TASK 1 (Exploration)
Module booklet for this module:
✧✧Lectures ✧✧

Introduction of Design Principle
 > visual communication 
 > convey purposeful messages to target audience
 > to achieve effective communication through design

-Elements of Design 
 > point -simple element of design, use as repetitive mark, as the point moves in space two/ three-dimensional figures forms and created.
 > line - can be active/ static, aggressive/passive, sensual/mechanical, indicate directions, boundaries of shapes and spaces, imply volumes / solid mases, suggest motion/emotion, can be group to depict qualities of light, shadow, to form patterns, textures.
 > shape - refers to expanse within the outline of two-dimensional area/within three-dimensional object, become visible when a line/ line enclose an area/when an apparent change in value (lighters/darkness) , color/ texture sets an area a part from its surroundings.
(geometric shape, organic shapes)
 > form -Three-dimensional areas, when forms enclose space, are called volumes, and are often the dominant element in sculpture and architecture, whereas two-dimensional media, such as painting, must imply form.
 > texture - the tactile qualities of surfaces or to those qualities, all surfaces can be experienced by touching or through visual suggestion, (actual texture-experienced by touch & simulated/implied textures -created to look like the real texture)
 > space - the indefinable, general receptacle of all things, the seemingly empty space around us. from outside- mass. from inside - volume. can be defined as positive (filled space)/ negative (empty space)
 > colour - visual byproduct of the spectrum of light, transmitted / transparent medium/ absorbed and reflected off a surface. light wavelengths.-Color Value- black (hue and shade of that hue) white(a hue produces a tint) Grey (a hue produces a tone).- color schemes- monochromatic, analogous, complementary.



-Principles of Design 
 >contrast
>balance
>emphasis 
>rule of third 
>repetition/ pattern /rhythm
>movement
>hierarchy
>alignment
>harmony
>unity
>proportion

Design Principles
Gestalt theory
> rules that how human eye perceives visual elements
> show complex scenes reduced to more simple shapes
>how eyes perceive shapes as a simple united form 
- Principle of similarity
-Principle of continuation
-Principle of closure
-Principle of proximity
-Principle of figure/ground
-law of symmetry & order
Contrast
> juxtaposition of strongly dissimilar elements 
>provide visual interest emphasize a point and express content.
Emphasis
>create dominance and focus in a design work
>used to create emphasis, such as color, shape/ value, to achieve dominance.
Emphasis
Balance
>refers to the distribution of visual weight in a work of design
>it is the visual equilibrium of the elements that causes the total Image to
appear balanced
> symmetrical or asymmetrical
>equal weight on equal sides of a centrally placed fulcrum.
>equal arrangement of elements on either side of the central axis horizontal or vertical resulting in bilateral balance.
>radial balance(arranging elements equally around a central point results)
>unequal visual weight on each side of the composition
Symmetrical balance

Asymmetrical balance

 The Golden Ratio

Rule of Thirds
Repetition
>make a work of design seem active 
>creates rhythm and pattern within the work.
>visual excitement by enriching surface interest.
Movement
>way a design leads the eyes in, around, and through a composition 
>in visual image occurs when object seem to be moving in a visual image.
>comes from shapes, forms, lines, and curve 
Harmony & Unity
Harmony
>involves the selection of elements that share a common trait.
> becomes monotony without variety
> sense that all of the elements of design fit together, fit the same theme, aesthetic style or mood.
 Unity
>refers to the repetition of particular elements throughout design whether colors, shapes, materials
>give a sense of oneness creating a theme
>although unity and harmony sound similar, they play distinct roles in the way we experience design.

Symbol
> a sign, shape or abject that used to represent something else.
> equivalent to one or more sentences of text, or even a whole story.

>>figurative representations 
   > visual
  >graphic symbols 
       >pictorial symbols ( Image related and simplified pictures.)
       >abstract symbols (look like the objects that they represent but have less details.)
       >arbitrary symbols (Often use shapes and colors)

>> non-figurative representation
Word & Image
>can be print/ digital
>able to relate to concept or brand if the right images are used.( suitable and relevant images when designing.
>typography is the design and arrangement of text to convey a message or concept.

✧✧TASK 1 (Exploration)✧✧
Requirement
In Task 1 we are require to select a goal from the the United Nations’ Sustainable Development Goals (UNSDG). 

After that select an existing art/design work that revolves around that goal of your choice. Beneath the image, include the credit line of the art/design work (title of art/design work, artist’s/designer’s name, year, size, medium, source link). Some works may not have all these but provide as complete as possible.

Explain, in about 100-150 words, why you chose that design in relation to the UNSDG goal and list the design principles you observed in that design.

The goal I chose from United Nations’ Sustainable Development Goals (UNSDG) is Goal 2- Zero Hunger.

I chose this topic because I found that people now throw away infrequently used items or unused food items because they have so many choices of food or items, but they forget that although now. We are already in an era of development, but there are still some places facing war and hunger.
Chosen Artwork:

Title :Eve
Artist’s/designer’s name:  Curated By Street Art Mankind Lula Goce.
Places and date: United Nations. May 2022 Washington DC, Virginia, USA
Reference link: https://www.behance.net/gallery/141446487/Eve-Washington-2022

The artwork is the mural depicts an empowered African American female farmer and entrepreneur who is dedicated to feeding her family and community by giving them access to quality produce. The mural is intended to be a symbol of women’s leadership and the role they will play in the fight for food justice in the United States and around the world in the years to come. This artwork relates the Goal of Zero Hunger. Seeing this work makes people think about why there is hunger in this era. Some countries have developed into an era of advanced science and technology, but they still suffer from hunger. This represents the occurrence of hunger caused by differences in education in different countries.

There are some contrasts on the color in this artwork that use yellow color and blue color and also because of the sky is blue in color makes the artwork more attractive. In the front page we can also see some balance on the painted wall. (166word)

Feedback
Week 2 
write more about the design of the artwork try to explain their design principle.