Design Principles - Task 1: Exploration
9.2.2026 - 26.2.2026/ Week 2 - Week 4
Aida Tan Jie Fei / 0385645
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 1: Exploration
LIST
INSTRUCTIONS
Figure 1.1 Module Information
Figure 1.2 Module Assessment Tasks
LECTURES
Intro to Element and Principles of Design
- Visual communication conveys information to a target audience through design. To communicate effectively, design must be carefully considered and well executed through the application of design elements and principles.
- Elements of Design are the individual "building blocks" of a design that allow designers to create and communicate messages to a target audience, including point, line, shape, form, texture, space, and colour.
- Principles of Design are the organisational fundamentals that guide the arrangement of elements and ensure an effective design, including contrast, balance, emphasis, rules of third, repetition/pattern/rhythm, movement, hierarchy, alignment, harmony, unity, and proportion.
Elements of Design
- Point - A point is the most basic element of design, and when repeated or arranged, it can create lines and shapes that communicate a message.
- Line - Lines are versatile and can be active or static, sensual or mechanical. They can show direction, express emotion, and create light, shadow, patterns, or textures, depending on how we use them.
- Shape - Shape is the area within a two- or three-dimensional object. It becomes visible when lines, colour, value, or texture set it apart from its surroundings. Shapes can be geometric, which are precise and regular, like circles, squares, and triangles. They can also be organic, which are irregular, curving, and more relaxed than geometric shapes.
- Form - A three-dimensional area is called a form, which creates volume when it encloses space. Form is key in sculpture and architecture, and must be implied in two-dimensional media.
- Texture - Texture refers to the tactile qualities of a surface or their visual representation. All surfaces have texture, which can be perceived through touch or visual, and can be categorised into actual texture and simulated (implied) texture.
- Space - Space is the indefinable, general receptacle of all things. In drawings, prints, photography, and painting, it is defined by the surface edges (height and width), but within these limits, an infinite sense of space can still be implied. Three-dimensional space is perceived through our relationship with people, objects, surfaces, and voids: from the outside we see mass, and from the inside we experience volume. In graphic design, space or depth is the area a shape or form occupies, positive or negative, and three-dimensional illusions can be created through overlapping, size, placement, and perspective.
- Colour - Colour is the visual effect of light, perceived by the human eye. Colours can be identified through three variables:
- Hue: The colour of the spectrum, such as yellow or green.
- Value: The lightness or darkness from white through grey to black, which can be altered by adding white, grey or black to create tints, tones, or shades.
- Intensity: Also called saturation, which refers to the purity of a hue, pure hues are the brightest and most saturated, while adding other colours reduces intensity and darkens the colour.
- Harmonious combinations of colours are called colour schemes, including monochromatic (variations in value and intensity of a single hue), analogous (colours adjacent on the colour wheel), and complementary ( colours opposite on the colour wheel).
Principles of Design
Contrast
Contrast is putting opposite or very different elements, such as light and dark, big and small, or rough and smooth, next to each other to show differences, make visuals more interesting, or create a strong effect. It is used in art, design, photography, and writing to highlight and separate subjects. Without contrast, visuals are boring.
Figure 1.3 Type of Contrast
Gestalt Theory
Gestalt Theory says the human brain is naturally likes to see patterns, logic, and structure. "Gestalt" means "shape" or "form" in German. Gestalt principles explain how we see visual elements, showing that complex scenes can be simplified into basic shapes and seen as a whole instead of separate parts.
Figure 1.4 Type of Gestalt Principle
Photo Source:https://people.utm.my/norulhuda/gestalt-psychology/
Principle of Similarity:The Principles of Similarity states that the human eye tends to perceive elements of a similar nature in a design as a complete image, shape, or group, even if they are separate. The brain also links these similar elements together.
Figure 1.5 Principles of Similarity
Photo Source:https://www.nngroup.com/articles/gestalt-similarity/
Principle of Continuation: The human eye follows paths, lines, and curves in a design, preferring a continuous flow of elements over separate objects. When objects intersect they are perceived as a single, continuous whole.
Figure 1.6 Principles of Continuation
Photo Source:https://www.pinterest.com/pin/3096293488729822/
Principle of Closure: The human eye prefers to see complete shapes. Even if visual elements are incomplete, people tend to perceive them as whole by filling in missing information, creating a visual connection and continuity between elements that are not actually touching.
Figure 1.7 Principles of Closure
Photo Source:https://www.pinterest.com/pin/41517627811625875/
Principle of Proximity: The Principle of Proximity states that related design elements should be placed close together, while unrelated elements are kept apart. Elements that are close are perceived as a connected visual unit, helping to organise the layout and provide structure.
Figure 1.8 Principle of Proximity
Principle of Figure/Ground: Objects are naturally perceived as either foreground (figure) or background (ground). Grouped objects are seen as a single figure, showing the tendency to simplify visual information.
Figure 1.9 Principle of Figure/Ground
Photo Source:https://www.pinterest.com/pin/500744052326707864/
Law of Symmetry & Order: The Law of Symmetry states that elements are symmetrical tend to be perceived as a whole, forming shapes around a central axis. Similar to the Principle of Similarity, symmetrical objects are more likely to be grouped together than asymmetrical ones.
Figure 1.10 Law of Symmetry
Photo Source:https://www.pinterest.com/pin/184999497187901991/
Balance
Balance refers to the distribution of visual weight in a design, where the equilibrium of elements makes the overall image appear harmonious. Balance can be either symmetrical or asymmetrical.
Figure 1.11 Symmetrical vs Asymmetrical
Symmetrical Balance: Symmetrical balance refers to elements having equal visual "weight" on both side of a central point. Elements arranged equally along a central axis (horizontal or vertical) creates bilateral balance, while elements arranged around a centre point create radial balance. Approximate symmetry is when elements are not exactly the same but still arranged around the central point.
Figure 1.12 Symmetrical balance
Photo Source:https://www.pinterest.com/pin/173529391886600310/
Asymmetrical Balance: Asymmetrical balance happens when the visual "weight" on each side is not equal. A main element on one side can be balanced by one or more smaller elements on the other. It looks more dynamic and interesting, shows modern style, energy, and movement, and gives more visual variety, though it is harder to achieve.
Figure 1.13 Asymmetrical balance
The Golden Ratio
The Golden Ratio (also known as Phi, the Golden Mean, or the Golden Section) is a mathematical concept and an infinite, non-repeating number (1.61803....), derived from the widely occurring Fibonacci sequence in nature, such as the number of leaves on a tree or the shape of a seashell. It is regarded as a symbol of perfect beauty and has long been used in architecture and painting to guide visual balance. For designers, illustrators, or digital artists, the Golden Ratio can bring harmony, balance, and structure to their work, while enhancing its visual appeal.
Figure 1.14 Golden Ratio
Photo Source:https://www.elegantthemes.com/blog/design/the-golden-ratio-the-ultimate-guide-to-understanding-and-using-it
Rule of Thirds
The Rule of Thirds is a composition guideline used to add dynamic to design, photography, film, or painting. The image is divided into three equal parts both horizontally and vertically, and the main subject is placed at the intersections of the dividing lines or along one of the lines.
Figure 1.15 Rule of Thirds
Emphasis (Dominance)
Emphasis and Dominance refer to creating a visual focus and sense of importance in a design. This can be achieved using elements such as colour, shape, or value to highlight and establish dominance.
Repetition (Pattern & Rhythm)
Repetition, pattern and rhythm use repeated design elements to create rhythm and patterns in a work, making it more dynamic. Variety is important to keep the rhythm interesting and lively, avoiding monotony, and can be achieved by changing elements, angles, exposure, or composition to enrich surface details and visual interest.
Figure 1.17 Repetition, Pattern & Rhythm
Figure 1.18 Repetition
Photo Source:https://www.pinterest.com/pin/28147566393939784/
Movement
Visual movement refers to how a design guides the viewer's eye through a composition. Motion occurs when objects in an image appear to move, and this sense of movement comes from the shapes, lines, curves, and forms used.
Hierarchy
Hierarchy refers to the arrangement of content in a composition to communicate information and meaning. Visual hierarchy guides the viewer to the most important information first and helps them navigate secondary content.
Alignment
Alignment means placing elements along the same rows, columns, or centre to keep a design neat and organised. It creates unity, makes the design look more stable and clear, and helps viewers understand the content more easily. Alignment can also guide the viewer's eye through the design.
Figure 1.21 Alignment
Harmony
Harmony is created by using elements that share similar features, giving a design a unified theme, style, or mood. Without variety, harmony can feel boring. Small changes in elements, angles, or composition help keep the design interesting and lively.
Figure 1.23 Harmony
Unity
Unity is created by repeating elements like colour, shape, or material throughout a design, making the whole design look consistent. When these elements are arranged in balance, they give a sense of wholeness and a clear theme. Although unity and harmony are similar, they have different roles in design.
Scale and Proportion
Scale and proportion are design elements related to size. Scale refers to the size of an object in relation to other objects, while proportion refers to the size relationships between parts of the same object. Designers have long used scale and proportion to represent or adjust the ideal.
Figure 1.25 Scale and Proportion
Photo Source:https://www.pinterest.com/pin/25262447896353696/
Scale
Scale is the size of shapes or forms relative to a specific unit. It can be determined in two ways: actual measurement or visual estimation by comparison. Architectural drawings and scale models are examples of using scale. Scale is also used to show the relative size and details of objects, and designs that break normal scale can create dramatic effects and make the composition more visually interesting.
Proportion
Proportion refers to the relationship between two or more elements in a composition in terms of size, colour, quantity, degree, or context. When the size or quantity relationships between elements are appropriate, the proportion is considered harmonious. Effectively using proportional in design often results in overall harmony and unity.
Symbol
A symbol is a sign, shape, or object used to represent something else. In design, symbols not only convey information, which can be equivalent to one or more sentences of text or even a whole story, but also evoke emotions, convey cultural meaning, and reinforce the theme, making a work more expressive and recognisable.
Pictorial Symbols
Pictorial symbols are images or pictures used to represent ideas or information. They help people understand messages quickly without reading words. Common examples include traffic signs, restroom icons, and map symbols. Designers use pictorial symbols to make information easy to see and understand at a glance. Basically, pictorial symbols are a visual way to communicate meaning.
Abstract Symbols
Abstract symbols are shapes, lines, colors, or patterns used to represent ideas or concepts without showing a real object. Unlike pictorial symbols, they don’t look like the thing they represent. For example, a red heart can represent love, a triangle might show warning or danger, and a circle can symbolize unity or a cycle. Designers use abstract symbols to convey meaning in a simple and visual way, allowing people to understand ideas without words.
Arbitrary Symbols
Arbitrary symbols are symbols that have on resemblance to the objects or concepts they represent. They are created by humans, with meanings assigned intentionally, and many are based on geometric shapes and colours. We need to learn and understand these symbols.
Figure 1.28 Arbitrary Symbol
Photo Source:https://www.pinterest.com/pin/398639004533181293/
Word and Image
Images and typography are very important in design. Appropriate images help viewers understand a concept or brand, while the choice of words, fonts, and layout can enhance the meaning of the design and create visual hierarchy and balance. Typography is the design and arrangement of text to convey information or ideas.
Figure 1.29 Poster of Word and Image
Artist Works
- Gestalt Theory
Figure 2.1 Gestalt Theory
Photo Source:https://www.pinterest.com/pin/243194448622673856/
- Contrast
Figure 2.2 Contrast
This photo clearly shows colour contrast: four apples are blue, while only one apple is green, which clearly demonstrates the principle of contrast in design.
- Emphasis
Figure 2.3 Emphasis
This picture shows the design principle of emphasis. We can see that the image is filled with black umbrellas, but in the middle there is only one red umbrella. The strong colour contrast makes the red umbrella stand out clearly, creating emphasis.
- Balance
1.Symmetrical Balance
Figure 2.4 Symmetrical Balance
Photo Source:https://www.pinterest.com/pin/173529391886600310/
In this picture, we can see the trees and the river. Both the trees and their reflections are clearly visible. The trees on both sides are arranged neatly and evenly, which strongly shows the design principle of balance. This is an example of symmetrical balance.
2.Asymmetrical Balance
Figure 2.5 Asymmetrical Balance
Photo Source:https://www.pinterest.com/pin/342132902957528857/
In the image, the massive wave occupies the left side of the composition, while Mount Fuji and the smaller wave on the right appear relatively small. The heavy visual weight of the main wave is placed off-center, specifically on the left rather than in the middle. The composition is divided unevenly, yet this arrangement demonstrates the principle of asymmetrical balance.
- Repetition
Figure 2.6 Repetition
Photo Source:https://www.pinterest.com/pin/28147566393939784/
The picture clearly shows identical types of buildings, which demonstrate the design principle of repetition. The continuous repetition of the same design elements forms the overall structure of the building.
- Movement
Figure 2.7 Movement
Photo Source:https://www.behance.net/gallery/86395463/Posters-for-Teatro-Comunale-di-Bologna/modules/499928859
In this poster, we can see the smoke rising from the lit candle. The smoke gently drifts upward, and its movement is depicted using simple, flowing lines that guide the viewer’s eye upward，this demonstrates the principle of movement.
- Harmony & Unity
Figure 2.8 Harmony
This design clearly shows harmony, with colors, shapes, and lines working together. The bulging sphere creates contrast with the flat grid background, and its color and shape make it the visual emphasis. Although the sphere is off-center, the repeated background squares maintain balance. The warped lines of the sphere guide the eye, creating movement. From a Gestalt theory perspective, the sphere stands out clearly from the background, and the brain perceives it as a complete three-dimensional form.
- Symbol
Figure 2.9 Symbol
Photo Source:https://www.pinterest.com/pin/77616793574103372/
This image shows three types of symbols. Things like the mushroom cloud, rocket, and atomic bomb are Pictorial Symbols, because they show real objects and are easy to recognise. The nuclear radiation sign (the symbol inside a triangle) is an Abstract Symbol, because it is not a real object but uses shapes and colours to show danger. The skull and crossbones are Arbitrary Symbols, because a skull does not naturally mean danger; people learn to understand it that way.
- Word and Image
Figure 2.10 Halloween Party Poster
This picture is a Halloween party poster featuring simple illustrations and minimal text, which is a typical example of the design principle of word and image.
Artist Work Select
Figure 3 Artist Work Select
Photo Source:https://www.behance.net/gallery/86395463/Posters-for-Teatro-Comunale-di-Bologna/modules/499928859
Tittle of Design:《La Bohème》
Designer's Name: Riccardo Guasco
Year: 2024-2025(Created for the Teatro Comunale di Bologna’s 2025 Opera Season promotion)
Size: 70x100 cm
Medium Used: Digital Illustration
Issuing Organization: Teatro Comunale di Bologna (Bologna Municipal Theater)
Explanation:I selected the La Bohème poster by Riccardo Guasco because of its excellent composition and harmonious use of colour. The smoke rising gently from the lit candle flows among the figures, and the curves show the subtle emotional connections between the characters. These smoke-like curves naturally catch the viewer’s eye, as if leading us back through memories to explore the hidden story behind the scene. Although the poster uses only a few simple colours, it creates a strong sense of harmony and unity, making the whole image pleasing to look at. The light and shadow on the figures, along with the Gestalt principle of closure, show the connection of souls and fate. I find this quiet but meaningful way of showing emotions very artistic. The poster’s simple and elegant lines bring feelings of romance and fragility, while also letting viewers imagine the touching story beyond the frame. Its perfect balance between simplicity and depth is something I really admire and hope to learn from.
(164 words)
Design Principles Used:
1.Movement
2.Emphasis
3.Balance
4.Gestalt Theory
5.Contrast
6.Repetition
7.Harmony and Unity
Feedback
Week 2
Specific Feedback:
I need to add artist works that demonstrate Gestalt Theory, balance, and repetition. In addition, I need to provide my own rationale for each selected work.
General Feedback:
The rationale for harmony should be supported by design principles such as contrast, balance, and emphasis, etc.
Week 3
Specific Feedback:
The e-portfolio is overall well done. However, the final selected artwork is not from the list of nine design principle artworks that I previously analyzed. I need to select one artwork from those nine as my final piece and provide a more in-depth analysis, as it incorporates multiple design principles.
Week 4
Specific Feedback:
The artist’s selected work must be the same as the example artwork, and for the design principle of words and images, the words need to be related to the image.
General Feedback:
For Task 2, the visual analysis needs to include detailed descriptions and demonstrate how all the design principles are applied in the selected artwork. It should reflect deep observation, as well as critical and analytical thinking. Although the requirement is 300–400 words, we are not limited by this and can exceed it.
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