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:
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
>create dominance and focus in a design work
>used to create emphasis, such as color, shape/ value, to achieve
dominance.
>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
>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.
