5.3.2026 - 25.3.2026/ Week 5 - Week 8
Aida Tan Jie Fei / 0385645
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3: Development & Design
LIST
INSTRUCTIONS
Figure 1.1 Module Information
Figure 1.2 Module Assessment Task
In this task, we are required to choose one of our sketches and develop it into a final artwork by exploring color, composition, typeface, and positioning with design principles in mind. After finalizing our idea, we are to create the artwork in A4 size, JPEG format, with at least 300 dpi.
PROCESS WORK
Progression
Week 5
This week we started creating our artwork visually, using any method of our choice. I chose to make a digital illustration using Adobe Illustrator.
Figure 2.1 Sketch
This is the sketch that I drew on paper.
Figure 2.2 Sketch in Adobe
After getting approval from Mr. Max, I started to illustrate in Adobe Illustrator and here is the line sketch.
Figure 2.3 Color Mountain and Bird
After finishing the line work, I started painting the bird and the mountain. For the mountain, I tried creating a few color blocks and applied them onto it.
Figure 2.4 Apply Background
After finishing the colours of the bird and the mountain, I tried to create a light background for my artwork using the gradient tool.
Week 6
After receiving feedback from Mr. Max, I revised my artwork by using two colours on the mountain to create light and shadow, adding bird shadows at the top of the mountain, and changing the background to a darker tone so the overall composition looks more harmonious.
Figure 2.5 Change the type of Mountain
After receiving the feedback, I tried changing the mountain to use only two colors. For the top of the middle mountain, I tried to make the snow resemble the shape of a bird.
Figure 2.6 Choosing Background
Mr. Max recommended that I change my background to a dark one so that the black bird wouldn’t look too out of place or stand out too much. I tried three different background colors.
Figure 2.7 Changing Layout of Bird
After finishing the background selection, I tried changing the layout and movement of the birds so that they would show more movement and balance.
Week 7
After receiving feedback from Mr. Max, I revised my artwork by adding gradient and shadow to the mountains, adjusting the birds from black to grey, and changing the background to a darker tone for a more harmonious composition.
Figure 2.8 Changing the Colour of Mountain
I tried changing the color of the mountain to purple so that it would look more harmonious with my purple background.
Figure 2.9 Changing the Color of Bird
Mr. Max recommended making some of the birds grey so that they would have more depth.
Figure 2.10 Changing Top of Mountain
Lastly, I changed the color of the top of the mountain to purple to make the artwork more harmonious and unified, so that all the colors in the artwork look consistent without any clashing tones.
Colour Exploration
Figure 3 Colour Used
Finalise Idea
My design direction was developed based on the concept of seasonal migration. The composition focuses on the birds as the main visual element, while the mountains and gradient background are used to strengthen the theme of seasonal transition. The birds are arranged in an upward direction to emphasise migration and movement, while the variation in size helps to create depth and visual flow. The gradient background was also further refined to strengthen the contrast between autumn and winter.
Several design principles are applied in this design, including movement, repetition, emphasis, balance, contrast, Gestalt theory, as well as harmony and unity. The final design is titled “Migration: The Instinctive Voyage”, which represents the natural instinct of birds to migrate and the journey between different seasons
FINAL OUTCOME
Migration: The Instinctive Voyage_Aida Tan Jie Fei_Task 3
Migration: The Instinctive Voyage is inspired by the theme of seasonal migration. The title reflects the innate nature of birds, indicating that they migrate to warmer regions before winter. This migration is a journey driven by instinct, and each voyage allows birds to learn and grow, making the experience a natural part of their life cycle.
A gradient background illustrates the transition from autumn to winter, with warm colours at the top and cooler tones at the bottom to represent the changing seasons. The original background was light, but following feedback from the lecturer, it was changed to a darker tone to better complement the birds’ silhouettes and avoid visual conflict.
The birds are arranged to move upward, symbolizing migration and movement. Varying sizes create depth and guide the viewer’s eye from the mountains to the sky. The large bird at the centre serves as the focal point, while smaller birds establish direction and visual flow. Dark silhouettes ensure the birds stand out clearly against the gradient background.
Design principles such as movement, contrast, emphasis, balance, repetition, harmony and unity are applied throughout the artwork. Movement is conveyed through the upward arrangement of birds, while the large central bird serves as the focal point, showing emphasis. Contrast appears between the dark bird silhouettes and the warm gradient sky, and balance is maintained by distributing birds across the composition. Repetition is evident in the repeated bird shapes. Gestalt theory is also applied, as the birds form a cohesive group in an inverted “S” shape rather than appearing as separate elements, enhancing the overall sense of movement. Harmony and unity are achieved through the consistent use of colour, creating a cohesive and visually pleasing composition.
(283 words)
FEEDBACK
Week 6
Specific Feedback:
For the mountain, instead of using a solid block of colour, it would be better to use two colours to create light and shadow. For the birds, two different approaches can be used: drawing bird shadows at the top of the mountain to create the feeling that the birds are flying out from the mountain, and adding a soft element around the flying birds to help express Gestalt Theory. In addition, the background of the artwork can be changed to a darker tone so the overall composition looks more harmonious, since the birds are black while the current background is a blue and yellow gradient.
Gradient and shadow may need to be applied to the mountains as well since the sky already has a gradient for the sunset. The birds can also go from black at the bottom gradually to grey towards the top.
REFLECTION
During the process of completing this task, I encountered quite a few challenges. We were required to create a piece of artwork similar in style to the work of our chosen artist while also incorporating all the design principles used in their work. At first, I felt a bit overwhelmed trying to apply all the principles at once, especially when it came to representing Gestalt Theory. I found this concept quite abstract and difficult to fully express through visual elements alone. This made me realize that some design concepts are more about the viewer’s perception rather than just what can be directly shown. In the end, I chose to use the arrangement of shapes to convey the effect of Gestalt Theory, allowing the birds to be perceived as a unified group, which enhanced the sense of movement and visual flow. Throughout the creative process, I am very grateful for Mr Max’s guidance. Whenever I encountered a bottleneck or was unsure how to adjust my work, he offered his ideas and suggested ways to modify and present my artwork. This task made me realize that creating art is not just about achieving a visual outcome, but also a continuous process of trial, observation, and adjustment.
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