Table of Contents
1.
Instructions
2.
Lectures
3.
Exercises
4.
Feedbacks
5. Reflections
2.
Lectures
3. Exercises
4. Feedbacks
Design Principles Task 1 Exploration
Instructions
Module Information Booklet
Design Principles module (GCD60804) is a core module in the Bachelor of Design (Honours) in Creative Media programme at Taylor’s University. The assessments for this module include Task 1: Exploration (20%), where students observe and document various design principles, Task 2: Visual Analysis & Ideation (40%), which involves conducting in-depth analysis and generating design concepts, and Task 3: Development & Design (30%) along with a Blog (10%), where students create a final design and compile all their work into a reflective blog.
Lectures
Elements and Principles of Design
Introduction
7 Elements of Design
Point
Yayoi Kusama | Kusama with Pumpkin. Installation
View: Aichi Triennale (2010) | Artsy.
(n.d.).
Yayoi Kusama, a Japanese contemporary artist who
works primarily in sculpture and installation that
use polka dots
to represent her artwork. One of her famous
artwork is Pumpkins.
Yayoi Kusama, a Japanese contemporary artist who works primarily in sculpture and installation that use polka dots to represent her artwork. One of her famous artwork is Pumpkins.
Line
Lines give directions to a design, define boundaries of
shapes and spaces, imply volumes or solid masses, and suggest
motion or emotion.
Lines can be vertical, horizontal, diagonal and curved.
Lines can also be grouped to depict qualities of light and
shadow and to form patterns and textures.
.jpg)
MeisterDrucke. (n.d.). Intersecting Lines by Wassily
Kandinsky: Fine art print. MeisterDrucke.
Expressionism and abstract forms artist, Wassily Kandinsky used
lines in his artwork since 1923 and created art piece
Intersecting Lines. He considered the
"cutting lines" and both geometry and stereometry
on the canvas. It was a
wild "confusion" of straight and curved lines, squares,
triangles, circles and ellipses. (MeisterDrucke. (n.d.). Intersecting Lines by Wassily
Kandinsky: Fine art print. MeisterDrucke.)
Dustheads by Jean-Michel Basquiat. (n.d.).
American artist Jean-Michel Basquiat created a painting Dustheads in 1982. It depicts two drug addicts on angel dust as frenetic
radiant characters immersed in black backdrop. The
use of vivid colours, bold brushstrokes and confusing lines
give the painting a sense of chaos, urgency and movement. (Dustheads. Wikipedia. 2024, October 29).
.jpg)
Expressionism and abstract forms artist, Wassily Kandinsky used lines in his artwork since 1923 and created art piece Intersecting Lines. He considered the "cutting lines" and both geometry and stereometry on the canvas. It was a wild "confusion" of straight and curved lines, squares, triangles, circles and ellipses. (MeisterDrucke. (n.d.). Intersecting Lines by Wassily Kandinsky: Fine art print. MeisterDrucke.)
American artist Jean-Michel Basquiat created a painting Dustheads in 1982. It depicts two drug addicts on angel dust as frenetic radiant characters immersed in black backdrop. The use of vivid colours, bold brushstrokes and confusing lines give the painting a sense of chaos, urgency and movement. (Dustheads. Wikipedia. 2024, October 29).
Shape
Shape is a 2-dimensional element.
When lines enclosed a space a shape is formed.
It can be geometric: circles, squares, triangles, etc or
organic: nature.
The Weeping Woman is a series of oil on canvas paintings by Pablo Picasso, the last of which was created in late 1937. Sharp triangular shapes are used throughout the painting which creates a distorted and unnatural portrait. Besides that, broken geometric shapes resemble shards of glass, emphasising the woman’s pain. (‘The Weeping Woman’, by Pablo Picasso 1937 Notes. n.d.)
Form
David is a masterpiece of Italian Renaissance sculpture in marble created from 1501 to 1504 by Michelangelo. It is a classical sculpture showcasing realistic human anatomy and three-dimensional form. (Wikipedia contributors. (2025c, February 7). David (Michelangelo). Wikipedia.)
Texture
Actual texture: Yehliu Geo-park contains a variety of unusual-looking rocks formed by wave attacks, rock weathering, and earth movement. Queen's Head is a prominent mushroom rock structure in Yehliu Geopark that took over 4,000 years to build. Because it is made out of rocks and sand, the surface feels rough and porous when touched. (Yehliu Geopark. (n.d.). New Taipei City Travel.)
Implied texture: The Starry Night is an oil-on-canvas painting by the Dutch Post-Impressionist painter Vincent van Gogh, painted in June 1889. It depicts the view from the east-facing window of his asylum room at Saint-Rémy-de-Provence, just before sunrise, with the addition of an imaginary village.
The heavy textures vary in pattern from region to region — the sky differing from the landscape, the town differing from the landscape, the tall cypress tree having its own vertical, wavy pattern and texture.
The brush strokes (short lines) vary in length, direction, curvature and depth (in thick paint). Overlapping elements further enhance spatial depth, reinforcing the rough, tactile quality of the painting.
(Wikipedia contributors. (2025, February 12). The Starry Night. Wikipedia.)
Space
Positive space is filled space, the object or element in the design. Negative space is the empty space, or the open space between design elements or objects, such as background.
Whitespace is key to an elegant design that's easy to navigate.
Overlap space is partially covering one shape (object with another makes the one in front appear closer.)
Linear perspective is described by the number of vanishing points used: one point, two point or three point.
Placement is where a shape or object is in relationship to the horizon line creates depth.
Atmospheric perspective is objects as they recede into the distance begin to lose colour brightness and detail.
Colour
Exercises
Understanding Design Principles
Gestalt Theory
"Gestalt" means "shape" or "form" in German. Gestalt theory highlights
that humans perceive objects as wholes rather than isolated
components.
Gestalt principles, such as figure-ground, similarity, proximity,
common region or fate, continuity, and closure, define how the human
eye interprets visual aspects. The following principles show how
complex scenes can be simplified to more simple shapes, allowing for
the creation of appealing and understandable images, logos, websites,
and other visuals. (Dovetail Editorial Team. 2023. January 31).
"Gestalt" means "shape" or "form" in German. Gestalt theory highlights that humans perceive objects as wholes rather than isolated components.
Gestalt principles, such as figure-ground, similarity, proximity, common region or fate, continuity, and closure, define how the human eye interprets visual aspects. The following principles show how complex scenes can be simplified to more simple shapes, allowing for the creation of appealing and understandable images, logos, websites, and other visuals. (Dovetail Editorial Team. 2023. January 31).
Figure/Ground
Wolfgang, H. (2024, December 30). Pinterest.
Figure/Ground principle is the state in which we perceive elements as either
the objects of focus or the background. For example, when we
initially saw this image, we observed the moon on a black
background, but if you focus on the black part, you will find
a human face on the left. The principle is amazing since it
has two images on one canvas.
Figure/Ground principle is the state in which we perceive elements as either the objects of focus or the background. For example, when we initially saw this image, we observed the moon on a black background, but if you focus on the black part, you will find a human face on the left. The principle is amazing since it has two images on one canvas.
Similarity
Kolr. (2024, December 27). Samurai Symbol. Pinterest.
Similarity principle is the state when items share some visual characteristic, they are
assumed to be related in some way. For example, the images above
share traits such as colour, form, and size, allowing them to be
seen as belonging to the same group.
Similarity principle is the state when items share some visual characteristic, they are assumed to be related in some way. For example, the images above share traits such as colour, form, and size, allowing them to be seen as belonging to the same group.
Proximity
Thach, S. (2024, January 15). Similarity Gestalt Design.
Pinterest.
Proximity principle
is the state that things that are close together appear to be more
related than things that are spaced farther apart. For example,
the image
depicts circles and triangles that appear to form a group. Thus, the relative proximity of the objects
has a greater influence on grouping than shape does.
Proximity principle is the state that things that are close together appear to be more related than things that are spaced farther apart. For example, the image depicts circles and triangles that appear to form a group. Thus, the relative proximity of the objects has a greater influence on grouping than shape does.
Common region or fate
7 Gestalt Principles of Visual Perception Better UX Design.
(n.d.-b).
Common region
or fate is the state that when objects are located within the same closed
region, we perceive them as being grouped together. In the example
from Pinterest below, the common region principle is used to
distinguish each pin
including its photo, title, description, author, and other details
from the other pins around it. Thus,
adding borders or other visual boundaries
is an excellent approach to
create a perceived difference between groups of things, even if they are the same size, shape and colour.
Common region or fate is the state that when objects are located within the same closed region, we perceive them as being grouped together. In the example from Pinterest below, the common region principle is used to distinguish each pin including its photo, title, description, author, and other details from the other pins around it. Thus, adding borders or other visual boundaries is an excellent approach to create a perceived difference between groups of things, even if they are the same size, shape and colour.
Continuation
7 Gestalt Principles of Visual Perception Better UX Design.
(n.d.-b).
Continuation principle
is the state that elements that are arranged on a line or curve
are perceived to be more related than elements not on the line
or curve. For example, Amazon uses continuity to
convey that
each of the products listed below is similar and related to
one another. This is because our eyes instinctively follow a line or a
curve, therefore continuity is a greater signal of relatedness.
As a result, the viewer will be able to
determine whether the products are in the same or similar
categories.
Continuation principle is the state that elements that are arranged on a line or curve are perceived to be more related than elements not on the line or curve. For example, Amazon uses continuity to convey that each of the products listed below is similar and related to one another. This is because our eyes instinctively follow a line or a curve, therefore continuity is a greater signal of relatedness. As a result, the viewer will be able to determine whether the products are in the same or similar categories.
Closure
Closure principle is the state that when we look at a complex arrangement of visual elements, we tend to look for a single, recognisable pattern For example, when you look at the image above, you will most likely see a spotted dog even though its actually only a collection of black shapes. However, our minds will fill in the gaps to construct a recognisable pattern based on your experience. In other words, when we see an image with missing components, our brain will fill in the spaces and create a complete image, allowing us to recognise the pattern.
Contrast
Joo, D. (2025, January 11). Still Life Simple Photography.
Pinterest.
For example, the image above included an egg in the centre with a white and black background. The design principle of contrast is achieved by contrasting light and shadow, black and white, oval and rectangle. The contrast between light and shadow provides dimensions and directs the viewer's attention to the egg. Aside from that, the monochromatic colours used on the egg and background increase the contrast between black and white. Furthermore, the egg is oval-shaped, and the background features two rectangle shapes that highlight the egg.
Balance
Pal, S., & Thomas Snider, R. (2022, June 5). Half Empty (Explore
#450, 7/4/09). Pinterest.
Pal, S., & Thomas Snider, R. (2022, June 5). Half Empty (Explore #450, 7/4/09). Pinterest.
- Symmetrical: Equal “weight” on equal sides of a centrally placed fulcrum.
- Asymmetrical: Unequal visual weight on each side of the composition.
For example, the image above depicts a wine glass filled with water on a black and white background. The design principle of balance is achieved by positioning the wine glass in the centre of the image. In this image, the reflection of the water in the wine glass and background creates symmetrical balance in this image. Aside from that, the colour balance, which is achieved by using monochromatic colours, contributes to a sense of stability. The peaceful balance allows the observer to notice the wine glass's serene beauty as the backdrop hue reflects in the tranquil waters.
Emphasis
For example, the image above depicts a single red cherry in the middle of a group of black cherries against a black background. The design principle of emphasis is achieved by placing the red cherry in the centre of the image. Although all of the cherries are the same size and form, the contrast of colours between bright and dull highlights the cherry's beautiful colour.
Rule of Thirds
Repetition
For example, the image above shows several cups of coffee against a blue background. The design principle of repetition is achieved by the repeating cups of coffee. The repetition of a single element, which is the cups of coffee, allows viewers to remember the image to form a pattern. It creates unity within the piece of art.
Movement
For example, the above image shows a seashell. The design principle of movement is achieved by curved lines that direct viewer's eye through the seashells, towards the focal areas. Aside from that, this design employs the Fibonacci Sequence (Golden Spiral) in golden ratio, a principle that suggests specific proportions and ratios that are visually pleasant and harmonious to the human eye. Thus, it shows a direction.
Harmony & Unity
For example, the painting illustrates four different colours of ice cream on the canvas.The design principle of unity and harmony is achieved by the repetition of these ice creams. The ice creams of the same size and shape form a regular rhythm when placed on the same horizontal line, producing a sense of coherence and togetherness on the canvas.
Symbol
A symbol is a sign, shape, or object that serves to represent something else. Symbols can provide or express information that is equivalent to one or more words of language, or even a complete story.
Pictorial symbols
Taşkın, Y. (2021, November 4). Habilidades Del Pensamiento.
Pinterest.
Pictorial symbols
have image-related and simplified pictures. The symbol above
shows the human brain divided into two hemispheres, each with
different characteristics. The left side of the brain is shown in
blue. It graphically represents logical, systematic, and
knowledge-based characteristics. The right half of the brain is
depicted in warm colours. It depicts emotional intelligence,
artistic abilities, and social interactions. The symbols in the
image make it easy for the observer to understand the differences
between logical and creative thinking because the
graphic representation is basic and straightforward.
Pictorial symbols
Pictorial symbols have image-related and simplified pictures. The symbol above shows the human brain divided into two hemispheres, each with different characteristics. The left side of the brain is shown in blue. It graphically represents logical, systematic, and knowledge-based characteristics. The right half of the brain is depicted in warm colours. It depicts emotional intelligence, artistic abilities, and social interactions. The symbols in the image make it easy for the observer to understand the differences between logical and creative thinking because the graphic representation is basic and straightforward.
Abstract symbols
Abstract symbols
have image that look like the objects that
they represent but have less details. The symbol above depicts a cat cuddling its stomach. This
indicates that the cat has finished its food and is
full. The design uses minimal shapes and details to convey the
message effectively. Thus, the viewer may quickly
understand the meaning of the symbol
because the
graphic representation is simple and clear.
Abstract symbols have image that look like the objects that they represent but have less details. The symbol above depicts a cat cuddling its stomach. This indicates that the cat has finished its food and is full. The design uses minimal shapes and details to convey the message effectively. Thus, the viewer may quickly understand the meaning of the symbol because the graphic representation is simple and clear.
Arbitrary Symbols
Arbitrary symbols have no resemblance at all to the objects or the ideas they represent and is invented with the meaning constructed. The above symbol, known as Taijitu, depicts Taiji in Chinese philosophy. It symbolises the concept of yin and yang, which represent balance, dualism, and the interconnectedness of opposing forces in the universe. It is not nature as people gave meaning to it.
Word & Image
The graphic effectively expresses the notion of being the "odd one out" by using high visual contrast and design. The focal yellow bird stands out from the surrounding black-feathered birds, attracting instant attention. The location of the black birds, all staring at the central bird, highlights the feeling of isolation or distinction, whilst the yellow bird looks directly at the spectator, generating a sense of connection. The white framing emphasises the centre figure's separation from the rest.
Typography also plays a crucial role in conveying the message. The strong, big, sans-serif font for "ODD OUT" heightens the visual impact and reinforces the idea. The yellow and black colour combination produces a strong contrast, allowing the text and image to function together. Unity and harmony is achieved by the repetition of colours in both the birds and the font.
Furthermore, the smaller text below provides context, strengthening the story and meaning of the graphic. Overall, the use of imagery and font effectively conveys the information, making it visually apparent and emotionally engaging.
Final Exploration
Claude Monet. Young Girl in a Rowing Boats
Title of Artwork: Young Girl in a Rowing Boat
Artist's Name: Claude Monet
Date: Year 1887
Size: 145x133cm
Medium: Oil Painting
Source:
https://www.wikiart.org/en/claude-monet/young-girls-in-a-row-boat
Artist's Name: Claude Monet
Date: Year 1887
Medium: Oil Painting
Source: https://www.wikiart.org/en/claude-monet/young-girls-in-a-row-boat
Why I chose this artwork?
I chose Young Girls in a Rowing Boat by Claude Monet because I am very interested in colourful scenery paintings. Monet’s painting beautifully captures a dreamy and bright ambiance through the interplay of light and colour. The balance between the periwinkle blue of the environment and the creamy white of the young girls creates a picturesque and visually stunning canvas. Additionally, touches of lush green and golden sunlight enhance the scene. The use of colour and light truly captivates me.
Beyond that, I also appreciate Impressionist paintings. The small, visible brushstrokes create a sense of movement and form, with unblended colours and an emphasis on accurately depicting natural light.
Furthermore, it shows the leisure and tranquilly of the moment by portraying the young girls as they slowly glide on the sea. The smooth ripples and shimmering reflections add to the serene atmosphere, making the scene almost poetic. The floating sensation of the boat, surrounded by light and colour, contributes to the painting's dreamlike dimension, conveying a sense of tranquil retreat into nature.
(172 words)
Observations
The morning dawned all sunshiny, both literally and figuratively. The water stretched out in a vibrant periwinkle blue, with brilliant golden sunlight haphazardly dotting on its surface. Gentle ripples carried shimmering reflections, creating a mesmerising interplay of light and movement.
The canvas is suffused with violet and silver, blending seamlessly into the composition and enhancing the dreamy, almost ethereal quality of the scene. In the midst of this tranquil setting, a rowing boat floated gently on the water. Sitting inside were two young girls, clad in elegant white dresses and straw hats adorned with ribbons.
They sat peacefully, enjoying the soft breeze that whispered around them. The entire scene felt like a perfect harmony of nature and serenity with glittering lights danced across the water, sparkling like diamonds on a sunny day. It perfectly portrays the dreamy and beautiful ambiance through the interplay of light and colour.
Design Principle:
1. Positive Space
The subject that viewer focus is surrounded with nearly empty area to highlight it and act as a focal point.
2. Balance
Symmetrical balance is achieved by the reflection in the water.
3. Different Perspectives
Overlap perspective is achieved when one girl cover another girl.
Atmospheric or Aerial perspective that ultilise the way light and colour naturally reflect in nature.
- Near objects that clearer.
- Distant objects that paler.
4. Lights and Shadow
The contrast of lights and shadow adds dimension and draws the viewer's attention towards the girls and the row boat.
5. Leading Lines
Straight line that force viewer’s eyes to move along the certain line.
6. Pattern
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Pattern is achieved by the repetition of the water droplets.
7. Texture
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Texture is achieved by the visual quality of strokes of the brush.
8. Harmony & Unity
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Regular rhythm create a sense of order and harmony.
Feedbacks
General Feedbacks (Week 2)
Write more own idea or explanation.
Specific Feedbacks (Week 2)
Looks good. There are good examples and good descriptions. However descriptions can sound textbookish and remember to be more specific about your observations.
General Feedbacks (Week 3)
Image should be larger to let the viewers see.
Specific Feedbacks (Week 3)
Task 1 is on the right tracks. Analysis approach of an art work is unique to each person. You have a unique way of seeing it. There is no right way or wrong way. Just relevance and value. So see this work from different perspectives. Or see it from the artist point of view. Use the design principles to identify the hidden observation and purpose of the artwork.
Reflections
Experience
This task taught me a lot about Gestalt theory and design ideas. I learnt a lot by doing research and analysing examples that represent these principles. This task also allowed me to study different kinds of artwork, such as paintings, sculptures, and photography. One of the most enjoyable things was viewing the stunning artworks done by artists from all over the world. Their designs were unexpected and amazing, especially when I studied them closely to analyse their usage of design principles.
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