TASK 1 - Exploration

on

10/2/2025 - 23/2/2025 / ( Week 2 - Week 3)

Aricia Man Yi Xuan / 0375026

Design Principles / GCD60804

Bachelor of Design (Hons) in Creative Media

Task 1: Exploration

TABLE OF CONTENTS

1. Instructions

2. Lectures

3. Task 1: Exploration / Design Principles

4. Selected Design

5. Feedback

INSTRUCTIONS

Here's the Module Information Booklet for this module:

Fig.1.1 Module Information Booklet - pdf

LECTURES

Week 1 (3/2/2025) : 
Today is our first class of this module, and our lecturer is Miss Jinchi. She briefed us on our module, what to do, and how to start with our semester. After that, we were separated into groups, and also assigned us to watch the pre-recorded lecture videos of the module and topics.

PRE-RECORDED LECTURE VIDEOS
- NOTES-

1. Introduction: Elements and Principles of Design

Visual Communication is utilising design to convey messages to a target audience.
  • Elements of design - Individual "building blocks".
  • Principles of design - Organisational fundamentals that resulted from or guides the arrangement of the elements.
Fig.2.1 Elements and Principles of Design
Link to source
  • Not in the Picture:
    - Rules of Thirds
    || It's a composition guideline to create more dynamism to a work of design. 
    || An image is divided evenly into thirds, both horizontally and vertically, and the subject of the  image is placed at the intersection of those dividing lines, or along one of the lines itself. 

    - Repetition
    || Make a design seem active.
    || Creates rhythm and pattern within the work.
    || Variety keep rhythms exciting and active, avoiding monotony.

    - Hierarchy
    || Choreography of content in a composition to communicate information and convey meaning.
    || Directs viewers to the most important information first.

    - Alignment
    || Placement of elements - edges line up along common rows/columns, or their bodies along a common centre.
    || Creates a sense of unity and cohesion, perceived stability.

    - Harmony
    || Monotony without variety.
    || Same theme, aesthetic style or mood.

    - Scale 
    || Size of one object in relation to the other objects.
    || 1. Actual measurement 
    || 2. Visual estimates based on comparison

    - Proportion
    || The relationship of two or more elements in a composition.
    || Said to be harmonious.

Week 2 (10/2/2025) : 
We have a consultation session with Ms. JinChi online via Teams. Ms. JinChi reviewed our e-portfolio and provided feedback on areas for improvement.

Week 3 (17/2/2025): 
Today is our due date for task 1. Ms. JinChi gave us feedback on our e-portfolio.

DESIGN PRINCIPLES

  • Gestalt theory
    - Gestalt refers to "shape" of "form" in German.
    - Gestalt theory is a rules that describe how our eyes naturally sees visual elements as a single, united form instead of separately.

    Here's the Gestalt Principles:

    1. Similarity     - Elements that look alike (same colour, shape, picture, group)

    Fig.3.1.1 Example of Similarity / (Week 3, 17/2/2025)
    Rott, C. (2023, October 5). How to create visual relationships with contrast & similarity. The Next Web.     https://thenextweb.com/news/how-to-create-visual-relationships-with-contrast-similarity

    E.g. (Fig.3.1.1): This image has similar elements with the same colour, pattern, and shape.

    2. Continuation - Our eyes follow smooth paths, even if subjects are separate.

    Fig.3.1.2 Example of Continuation / (Week 3, 17/2/2025)
    u/John_Harman. (2018, February 24). Continuation: Day 306 [All] [Online forum post]. Reddit.    https://www.reddit.com/r/Art/comments/7zwg07/continuation_day_306_john_harman_ai_18/?rdt=34415

    E.g. (Fig.3.1.2):     The black-and-white curved lines create a smooth, flowing pattern that guides the eye naturally across the image.

    3. Closure - Our eyes prefers to see a complete shapes.

    Fig.3.1.3 Example of Closure / (Week 3, 17/2/2025)
    Martinez Calderon, S. (n.d.). Principles of design: A crash course in Gestalt. Medium. Retrieved February 17, 2025, from     https://medium.com/@saidmartinezcalderon/principles-of-design-a-crash-course-in-gestalt-9d66805ac9fb

    E.g. (Fig.3.1.3): The hand is positioned in a way that resembles the shape of a light bulb. Even though the full shape of the light bulb isn't there, our brain automatically fills in the missing information and perceives a complete bulb.

    4. Proximity - Objects placed close together are seen as a group.

    Fig.3.1.4 Example of Proximity / (Week 3, 17/2/2025)
    Artsy Dork. (n.d.). Gestalt theory: Animal graphics. Retrieve    d February 17, 2025, from https://artsydork.com/gestalt-theory-animal-graphics/gestalt5 

    E.g. (Fig.3.1.4): The image shows a peacock, but instead of traditional feathers, its tail is formed by multiple eye-like shapes. Even though they are separate elements, our brain perceives them as belonging to the peacock.

    5. Figure/Ground - We automatically separate objects from their background or foreground.

    Fig.3.1.5 Example of Figure/Ground / (Week 3, 17/2/2025)
    Etsy. (n.d.). Star Wars poster: Episode III - Revenge of the Sith [Online listing]. Etsy. Retrieved February 17, 2025, from     https://www.etsy.com/uk/listing/967394956/star-wars-poster-episode-iii-revenge-of

    E.g. (Fig.3.1.5): The foreground consists of two characters engaged in a lightsaber duel, which immediately captures the viewer's attention. The background contains a larger, subtle silhouette of Darth Vader, which emerges from the negative space. 

    6. Symmetry & Order - Elements that are symmetrical are perceives as a unified group.
    Fig.3.1.6 Example of Symmetry & Order / (Week 3, 17/2/2025)
    ArtPal. (n.d). Dart Creations [Online galley]. ArtPal. Retrieved February 17, 2025, from https://www.artpal.com/dartcreations?i=309460-31  

    E.g. (Fig.3.1.6): The elements in the composition are arranged in a balanced. harmonious way, creating a sense of stability.
  • Contrast

    Fig.3.2.1 Contrast Example / (Week 1, 7/2/2025)
    Fotor. (n.d.). Contrast photography: Definition, types & tips for stunning photos. Fotor Blog. https://www.fotor.com/blog/contrast-photography/
    - Contrast     means using differences to make certain elements stand out.
    - It helps to guide viewer attention and makes a design more interesting (colour, size, shape).
    E.g. (Fig.3.2.1) : The bright green umbrella stands out against the dark blue umbrellas. It becomes the focal point in the image.
  • Emphasis
    Fig.3.3.1 Emphasis Example / (Week 1, 7/2/2025)
    Amazon. (n.d.). Alien: Romulus posters - poster unframed. Retrieved February 7, 2025, from https://www.amazon.co.uk/Alien-Romulus-Posters-Poster-Unframed/dp/B0D9D881RF?th=1

    - Emphasis is to create dominance, ensures that a specific elements stands out and captures focus.
    E.g. (Fig.3.3.1): The entire poster is dominated by an intense red background, creating a striking and dramatic atmosphere. The dark alien-like figure in the foreground emphasize sharply against this red, drawing immediate attention. The position in the centre also ensures the viewer's eye is naturally drawn to it first. Besides, the movie title "ALIEN ROMULUS" is positioned at the bottom in bold white letters, standing out against the red background.
  • Balance
    Fig.3.4.1 Symmetrical Balance Example / (Week 1, 7/2/2025)
    Khan Academy. (n.d.). Balance, symmetry, and emphasis. Retrieved February 7, 2025, from https://www.khanacademy.org/humanities/ap-art-history/start-here-apah/principles-of-composition-apah/a/balance-symmetry-and-emphasis 

    - Symmetrical Balance (Fig.3.4.1) has equal weight on equal sides of a centrally placed fulcrum.
    E.g. (Fig.3.4.1): This image demonstrates symmetrical balance as the composition is divided evenly, with the central building acting as an anchor.
    Fig.3.4.2 Asymmetrical Balance Example / (Week 1, 7/2/2025)
    Adorama. (n.d.). What is balance in photography? Retrieved February 7, 2025, from https://www.adorama.com/alc/what-is-balance-in-photography/

    - Asymmetrical Balance (Fig.3.4.2) has unequal visual weight on each side of the composition but still feels balanced.
    E.g. (Fig.3.4.2): The bicycle on the right side is visually heavier, creating a strong focal point. The hot air balloons and cranes on the left has counterbalance the weight of the bicycle. Hence, their visual weight is distributed evenly, making the image feel balanced.
    Fig.3.4.3 The Golden Ratio Example / (Week 1, 7/2/2025)
    Invaluable. (n.d.). The magic of math: Artists and the golden ratio. Retrieved February 7, 2025, from https://www.invaluable.com/blog/the-magic-of-math-artists-and-the-golden-ratio/ 

    - The Golden Ratio (Fig.3.4.3) is a mathematical proportion that guide to create visual balance.
    E.g. (Fig.3.4.3): The wave's curve and foam align with the Golden Spiral, creating a sense of movement and harmony.
    Fig.3.4.4 Rule of Thirds Example / (Week 1, 7/2/2025)
    Interaction Design Foundation. (n.d.). Rule of thirds: Examples. Retrieved February 7, 2025, from https://www.interaction-design.org/literature/article/rule-of-thirds-examples

    - Rule of Thirds (Fig.3.4.4) divides an image into a 3x3 grid (nine equal parts) with four intersection points.
    E.g. (Fig.3.4.4): The sun is positioned near the top-left intersection point, drawing the viewer's eye. Besides, the boat are placed along the bottom horizontal line, aligning with the rule to create balance.
  • Repetition
    Fig.3.5.1 Repetition Example / (Week 1, 7/2/2025)
    Scheme Events. (2013, February 7). Creating impact with repetition. Retrieved February 7, 2025, from https://schemeevents.com/2013/02/07/creating-impact-with-repetition/

    - Repetition refers to the repeated use of elements (lines, shapes, colours) to create rhythm and pattern.
    E.g. (Fig.3.5.1): The repetition of arches guides the viewer's eye towards the vanishing point. It also make the composition feel structured and unified.
  • Movement
    Fig.3.6.1 Movement Example / (Week 1, 8/2/2025)
    Nicola1964Art. (2017, October 9). Movement. Retrieved February 8, 2025, from https://nicola1964art.com/2017/10/09/movement/ 

    - Movement is the way elements are arranged to create a sense of motion. (shapes, forms, lines, and curves)
    E.g. (Fig.3.6.1): The use of sharp, angular shapes and flowing, fragmented forms give the impression of rapid movement.
  • Harmony & Unity
    Fig.3.7.1 Harmony & Unity Example / (Week 2, 10/2/2025)
    Whidbiantarte. (2024). Da Vinci Cubism. DeviantArt. Retrieved February 10, 2025, from https://www.deviantart.com/whidbiantarte/art/Da-Vinci-Cubism-1061358838

    - Harmony     happens when different elements (colour, shapes, textures) work well together.
    - Monotony without variety.
    - Unity means all elements fit together as a whole, giving a sense of oneness, and creating a theme.
    E.g. (Fig.3.7.1): The use of vibrant neon colours (blue, orange, yellow, pink, green, purple) throughout the image creates a sense of harmony as no single colour feels out of place. The fragmented, angular shapes are used across the whole image, maintaining visual consistency, and also making the composition feel connected.
  • Symbol
    Fig.3.8.1 Pictorial Symbol Example / (Week 2, 10/2/2025)
    Eisenman, R. (2013, June 6). Pictorial symbols. WordPress. Retrieved February 10, 2025, from https://rebekaheisenman.wordpress.com/2013/06/06/pictorial-symbols/

    - Pictorial symbols are symbols that visually resemble real-world object and easy to understand.
    E.g. (Fig.3.8.1):     These images resemble real-world objects and actions.
    Fig.3.8.2 Abstract Symbol Example / (Week 2, 10/2/2025)
    1000 Logos. (n.d.). Yin-Yang logo. Retrieved February 10, 2025, from https://1000logos.net/yin-yang-logo/

    - Abstract symbols are simplified versions of real object.
    E.g. (Fig.3.8.2): The Yin-Yang symbol does not depict object but rather an idea or concept.

    Fig.3.8.3 Arbitrary Symbol Example / (Week 2, 10/2/2025)
    TM-Women. (n.d.). Balancing our inner gender roles. Retrieved February 10, 2025, from https://tm-women.org/balancing-our-inner-gender-roles/

    - Arbitrary symbols are symbols that have no visual connection to what they represent; learned through culture and convention.
    E.g. (Fig.3.8.3): This symbol do not directly resemble their meanings, but it have been historically associated with gender.
  • Word and Image
    Fig.3.9.1 Word and Image Example / (Week 2, 10/2/2025)
    SmallSEOTools. (n.d.). Poster maker. Retrieved February 10, 2025, from https://smallseotools.com/poster-maker/

    - Word and Image refers to the effective combination of text and visual to communication a clear message.
    E.g. (Fig.3.9.1): This poster included the bold typography to grabs attention, while the image of a stylishly dressed person visually reinforces the theme of fashion and shopping. The supporting text explains the offer of 50% discount is clearly stated.

SELECTED DESIGN

Fig.4.1.1 Mindshot 194: Ego / (Week 2, 10/2/2025)

Title: Ego
Artist: Sergio Ingravalle
Year: 2018
Medium: Digital Illustration
Size: 2480px x 3508px
Source:  https://sergioingravalle.de/mindshot-194-ego/

         When I first looked at this artwork, I was attracted by its strong conceptual and surreal qualities. There was a large keyboard with its keys rising into tall, uneven blocks. A man in a black suit stands on the highest key, appearing isolated. The main colours observed are red, white, grey, and black. I can see that the man's position and posture are confident, yet there is a sense of loneliness in how distant he is from the other keys.

         The contrast between the red and light grey makes the elements stand out sharply, while the hierarchy ensures the tallest key naturally draws our eyes focus to the central man standing on the tallest key. The emphasis is on the person in the black suit, and the numbered "I" is bold to attract the viewer's attention. The proportion and scale are the huge keyboards and the tiny man, creating an exaggerated perspective, making the artwork feel surrealistic. The unnatural scale makes the person feel isolated and dominant. Moreover, the repetition and unity of keyboard keys create a rhythm pattern, making the background cohesive. 

         This is a mind shot theme artwork designed by Sergio Ingravalle, titled Ego. He is one of my favourite artists as his artworks are meaningful and related to our daily lives. (click here for more information) This artwork expresses a message about technology, digital society, and human interaction with the virtual world. The "I" symbolizes power, ambition, and superiority, while the vast and somewhat empty keyboard suggests isolation despite success. Overall, he masterfully transforms everyday objects into a deep, thought-provoking piece that reflects today's society. He drew meaningful artwork through simple but impactful visuals.

References:
Ingravalle,S. (n.d.). Mindshot #194: Ego. Retrieved February 10, 2025, from https://sergioingravalle.de/mindshot-194-ego/
Nevsepic. (n.d.). Minimalistic illustrations by Sergio Ingravalle with deep meaning (31 photos). Retrieved February 10,2025, from https://nevsepic.com.ua/en/art-and-hand-drawn-graphics/36837-minimalistic-illustrations-by-sergio-ingravalle-with-deep-meaning-31-photos.html

FEEDBACK

Week 2 (10/2/2025):

Specific Feedback: That's good for you to put a brief recap of what you experienced; try to get a clearler image; do not use generic images to show as examples (dramatic shapes); look at the work of design to talk about the principles; you don't have to put extra information; Make sure everything is clear in your blog (figures); examples are spelled like (e.g.); you have the right understanding about the principles; you're on the right track; you may move on to task 1 (point 2).

Week 3 (17/2/2025):

Specific Feedback: You had added the figure number; good change; it's clearer now. Do be a bit more consistent with the font. It's a very clean design, with well-observed principles. You have followed the instructions clearly; the artworks are suitable. For the additional information, you do not have to put point forms for the references. You're missing the images for the Gestalt Principles; please provide some examples. Good job, you may proceed with your work.

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