09/02/2026- 23/02/2026 (Week 1-Week 3)
Lizzie Tanaka (0362065)
Design Principles | BDCM | Taylor's University
Task 1: Exploration
LECTURE
Week 1 -
No class
Week 2 -
This week, we were briefed on the overall module structure and task assessment. Our task for this week was to create our e-portfolio blogs
Week 3 onwards are tutorials. Lecture notes are recorded by including the information for Task 1: Exploration.
INSTRUCTIONS
1. Task Recap
Assessment Task 1 - Exploration
1. Students are to describe each of the design principles within a given list and provide visual examples for clarification.
2. Students are to explore and select a suitable work of design, write a short justification for selecting the design, and describe the principles of design that are found in that design.
--
2. Design Principles
2.1 Gestalt theory
a. Definition:
- Rules that describe how the human eye perceives visual element, aiming to exhibit how complex visuals can be simplified and explain how our eyes perceive shapes as a united element rather than separated.
b. Principles of Gestalt Theory:
a. Principal of Similarity: Human eye tends to see similar elements in a design as a complete element, even if it's separated.
b. Principal of Continuation: Human eye follows paths, lines, curves in a design, preferring to view a continuous flow of elements.
c. Principle of Closure: Human eye wants to see complete shapes even if the elements are incomplete. It can perceive it as a complete element by filling in the missing visuals.
d. Principle of Proximity: Ensures that elements that are related are positioned together. Unrelated elements should be placed apart. Close proximity shows that the elements are related.
e. Principle of Figure/Ground: Elements are instinctively seen as either in the foreground or background.
f. Law of Symmetry and Order: Elements that are symmetrical tend to be seen as a group.
g. Law of Uniform Connectedness: Elements that are connected to each other using will be perceived as one element when compared with other elements that are not connected.
h. Law of Pragnanz: The human eye simplifies complex shapes to a simple shape.
i. Law of Common Fate: When elements point to one direction, it is seen as one single element.
c. Example:
Fig 1.1 Example of Gestalt Theory by Lacoste,
applying principles of closure
2.2 Contrast
a. Definition:
- The juxtaposition of two strongly different elements, providing visual interest while emphasizing on a focal point and expressing the content. Without it, the overall visual experience will be monotonous.
b. Example:
Fig 1.2 Illustration by Anna Parini via The New Yorker, 2017
2.3 Emphasis
a. Definition:
- To create dominance and focus in a piece and it can be achieved by using different elements such as color, shapes, or value.
b. Example:
Fig 1.3 Image by Margherita Vox via Instagram, 2024
2.4 Balance
a. Definition:
- The distribution of visual weight in a design. Visual balance of elements that makes the overall design look balanced. It can be both symmetrical or asymmetrical
b. Symmetrical Balance:
- Equal visual weight on equal sides of a centrally placed element
- Placing elements equally around one centre point: radial balance
- Bilateral balance: Equal placement of elements on either side of a central axis, can be horizontal or vertical.
- Approximate Symmetry: Equivalent but not identical elements are arranged around the axis line.
c. Asymmetrical Balance:
- Unequal visual weight on each side; one might be more dominant, balanced with lesser focus elements on the other side.
- Offers more visual variety
d. Golden Ratio
- Also known as phi, it's a math concept and a number that goes infinitely. Ratio came from the Fibonacci sequence; a number sequence that occur naturally and can be found everywhere.
- Have been perceived as the 'perfect beauty' thus it has been used as a guide to craft visual balance in art.
- In design, golden ratio can achieve harmony, balance, and structure.
e. Rule of Thirds
- Composition guideline for a more dynamic work of design, film, painting, and photography.
- A work is divided into thirds, evenly, both horizontally and vertically. Subject is in the intersection of these lines.
b. Example:
Fig 1.4 Image by Cohen Berg via Unsplash, 2025
a. Definition:
- Makes a design seem active, as it creates rhythm and pattern.
- Variety is still essential to keep the rhythms exciting and active, avoiding monotonous work.
- Having patterns improve visual experience and excitement.
b. Example:
Fig 1.5 "Push for Change" by Finn Creative, designed by Kevin,
n.d.
2.6 Movement
a. Definition:
- The way an artwork leads the eye; the path that our eyes follow. Occurs when elements seem to be moving.
b. Example:
Fig 1.6 Coca-Cola Smile Poster by
2.7 Harmony and Unity
a. Definition
- Selection of elements sharing the same traits. Without variety, it becomes monotonous. Sense that every element in your design fits nicely together; same theme, style, or mood.
Fig 1.7 Image by Kenzo Hamazaki via Dribbble
.jpg)
Fig 1.8 Poster Design by Bauhaus University Weimar for
Projectile 2015 via Design Made in Germany
2.8 Symbol
a. Definition:
- A shape or object or sign that is utilized to represent something. Symbols can convey information when applied in graphic design.
- Types: Pictorial, abstract, arbitrary symbols
b. Example:
Fig 1.9 Image by Conran Design Group for Roland-Garros,
via Lemanoosh
2.9 Word and Image
a. Definition:
- Imagery is a crucial part of design in any media. Users should be able to relate to the concept/brand if the imagery is accurate.
- Choose the right words to pair with the imagery to deepen the design's meaning, done by selecting a suitable typeface and placement, ensuring hierarchy and balance.
- Use of typography, the design and placement of text, is to provide a message or strengthen a message.
b. Example:
.jpg)
Fig 1.10 Image via Pinterest
3. Design of My Interest
Credit
Title: Anatomy of a Murder
Designer: Saul Bass
Year: 1959
Medium: Silkscreen (First printed in 1985)
Size: 25x35 inch
Source: Film Art Gallery
Other than that, I’m personally interested in the more playful, illustrative take of the main title design for a rather dark, adrenaline-filled film of crime and thriller. It takes people by surprise but when analyzed, the poster design and concept is very well-thought of.
158 words
Design principles I found:
a. Contrast: Color contrast between the black title treatment and the red background, as well as the red against the cream background.
b. Emphasis: Saul Bass put emphasis on the title treatment by using a very contrasting color with the background.
c. Gestalt theory: Principles of Proximity can be seen in this poster from the title and the director's name is placed in close proximity. Principles of Closure is seen from the loosely placed elements of cut-out body. They do not touch but they are placed closely to each other and the human eye sees these as one element: a body.
FEEDBACKS
Week 2
Progress is good. Continue to finish the blog.
Week 4
Good. Explanation is simple and straightforward. Keep it up.
REFLECTIONS:
Throughout this first task, I learned a lot about design principles, that they are everywhere in every good design even without me noticing. I was, once again, reminded that a well-thought-of design utilizes a few design principles.
Even though I took this module two years later than when I'm supposed to, I feel like this module refreshed my take on graphic design and what makes a design good. It was somewhat challenging to find the examples as a few of these principles can visually translate similarly.
I observed and found that a good poster does not mean a complicated or complex design. Most, if not all good poster or good designs, is just a great combination of the application of design principles.
Comments
Post a Comment