Design Principles /Task 1
Tsak 1
February 03，2025
2. LECTURE
Week 1：
1.1 Introduction to Elements & Principle of Design
Visual communication is about utilising design to convey purposeful messages to a
target audience. As such, the design must be well thought-out and executed. To
achieve effective communication through design, it is important to learn about and
apply the elements and principles of design.
ELEMENTS OF DESIGN
• Point: The smallest visual element, which can focus attention or form patterns.
• Line: Connects points to create boundaries, guides the eye, and establishes rhythm.
• Shape: Enclosed by lines, forming a two-dimensional structure, such as geometric or organic shapes.
• Form: A three-dimensional shape, enhanced by light, shadow, or perspective.
• Texture: Represents the surface characteristics of an object, adding visual or tactile experience.
• Space: The distance between elements, with proper white space enhancing depth and hierarchy.
• Colour: Influences emotions and atmosphere, creating visual contrast and appeal.
Color Basics
Fig 1.2 Click here for details
• Hue: The name of a color, such as red, blue, or yellow.
• Value: The brightness or darkness of a color.
• Saturation: The purity of a color, affecting its vividness.
Color Harmony
• Complementary Colors (Strong contrast, e.g., red and green).
• Analogous Colors (Harmonious combination, e.g., blue and green).
Week 2：
Gestalt Theory
Gestalt Theory is a psychological and design principle that emphasizes how humans tend to perceive visual elements as a whole rather than just individual parts. Its core concept is that “the whole is greater than the sum of its parts,” meaning that people naturally organize and interpret visual information based on principles such as proximity, similarity, closure, continuity, figure-ground relationship, common fate, and symmetry & order. This theory is widely applied in graphic design, user interfaces, photography, and art, helping to create clear, aesthetically pleasing, and visually engaging compositions.
1. Contrast
Enhance visual impact by using differences in color, size, shape, or typography to make important information stand out.
2. Balance
Ensure an even distribution of visual elements. Balance can be symmetrical (formal) or asymmetrical (dynamic yet harmonious).
Fig 2.3 Click here for details
3. Alignment
Keep elements neatly arranged to improve readability and visual flow, making the design more structured and organized.
Fig 2.4 Click here for details
4. Hierarchy
Use size, color, and spacing to guide the viewer’s attention, ensuring important information is prioritized.
Fig 2.5 Click here for details
5. Unity
Maintain consistency in design elements to create a cohesive and visually unified composition.
Fig 2.6 Click here for details
6. White Space
Effectively use empty spaces to make the design cleaner, enhance readability, and improve visual comfort.
Fig 2.7 Click here for details
7. Legibility
Choose appropriate fonts, sizes, and colors to ensure text is easy to read and effectively conveys information.
Fig 2.8 Click here for details
Conclusion
Following these design principles leads to aesthetically pleasing, clear, and functional designs, improving user experience and visual appeal.
3. Selected Design & Visual Analysis
Fig 3.1 《jazzways》
Artist : Paul Rand
Year：1946
Size：27 x 39 inches (approximately 68.6 x 99 cm)
source：https://pin.it/3lSx8mOOy
4. Explanation for Selecting The Work of Art / Design
The Jazzways employs design principles such as contrast, rhythm, and dynamic composition to create a sense of jazz’s freedom and movement through bold color contrasts and overlapping geometric shapes. The composition has clear hierarchy, guiding visual flow with varied shapes and typography, while the use of negative space enhances balance. Influenced by modernism and Bauhaus, the design reflects Rand’s unique approach to blending art and commercial design.
5. Feedback
Week 2：Through learning and understanding, I have gained insights into various design concepts and principles. They come together like pieces of a puzzle, ultimately forming a complete and well-structured design approach.
Week 3：Mr. Martin told us that we should be bold in trying and not be afraid of failure in order to create good works. After hearing this, I felt that it was indeed as he said. In design, one cannot refrain from trying just because of the fear of not doing well; otherwise, one will never be able to do well.
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