TASK 1 EXPLORATION

Design Principles - Task 1: Exploration

03/02/2025- 17/02/2025 / Week 1 – Week 3 
 Valenz Jycee Primadi / 0373407
Design Principles /Creative Media/ School of design
Task 1: Exploration

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TABLE OF CONTENTS

1. Lectures

2. Instructions

3. Task : 1 Exploration (Part A)

4. Task : 1 Exploration (Part B)

5. Feedback

6. Reflection

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LECTURES

Introduction : What are Design Principles?

Did you know that design actually has principles? Design principles are design guidelines and considerations that designers apply with discretion. Before we learn more about design, let's understand and learn about the elements of design and design principles.

Elements of Design 

In simple terms, design elements are design components that are in a design, so they are used to create a design or work.  Let's understand more about some basic design elements:

• Line: A line is a mark that can be made straight or curved, connecting from the first point to the second point. We can see lines in everyday life, for example, the yellow lines on the highway. It's very commonly used for design.

figure 1.1 Georgia O'Keeffe Blue Lines,1916

• Shape: A shape is a 2-dimensional geometric shape with a certain width and height. Shapes are the most common shapes in everyday life; for example, we do learn shapes in kindergarten, but shapes can also be used to design as art.

figure 1.2 Piet Mondrian Red, White, Blue, and yellow shapes

• Form: Forms are the same as shapes, but forms resemble a 3-dimensional space that has height, width, and depth. There's two types of  design form, Geometric Form and Organic Form.

figure 1.3 Clouds for Richard Pearse,  Etching, Laocoön and His Sons

• Color : We are familiar with colors, there are red, green, yellow, blue, purple, pink, etc. But what is color actually? Color is light reflected on an object, which the eye will interpret based on the light hitting the object. This creates a color that we know today.  There are 6 types of colors, namely, warm & cool colors, primary colors, secondary colors, tertiary colors, complementary colors, and analogous colors.

figure 1.4 Erin Hanson: Crystal Arbor, Autumn Lights, Aspen Color

• Value : Apart from light and dark that we know, it turns out that light and dark are also used in the world of design, namely Value. Value is one of the elements about lightness or darkness of a color, and can add a dimension to a work.  Artists can create light and dark (value) in a work in the form of lines through a technique called shading using different types of lines.

figure 1.5  Value Art 

• Space: Space is a distance in a room; space is also used in design as the distance and area around, between, and within the components of a design. There are two types of spacing. There are negative and positive spacings. Positive space is the main subject or focal point in a design. Negative space is the empty space around elements in a design. 

figure 1.6 Maruyama Okyo "Cranes", Negative space & Positive space

• Texture: Texture is the surface pattern of an object that can be felt and assessed with the senses of sight and touch, so texture can include visual characteristics. Texture is often categorized as the surface of an object, for example, the texture of walls, wood, marble, fabric, etc. The use of texture in design can add aesthetic value.

figure 1.7 Vincent Van Gogh : Landscape (1925) , Roses (1890), and Cypresses (1889)

Task : 1 Exploration (Part A)

Now let's move on to design principles. From the explanation above, we already know about design principles. There are several principles contained in design; let's study them one by one:

Gestlat Theory

Did you know Gestalt is a theory that originates from the field of psychology? Gestalt is a psychological theory that focuses on human cognitive behavior. Gestalt Theory's visual perception also influences designers. The human mind explains the ambiguity of visuals in everyday life.

figure 2.1 Gestalt Theory, Artwork of Salvador Dali.

Gestalt theory focuses more on how humans interpret an object as a whole, not just parts of it. This design principle can be applied in design (UI/UX) and also in logo creation; it can help create a more cohesive and relevant appearance for the audience.

Principle of Gestalt theory:

• Principles of Proximity : Objects that are close to each other and can be said as one unit.

figure 2.2 Proximity, Line of ships, Proximit, 9 by Amauri Torezan

• Principles of Similarity: Objects that are similar so that they are grouped together and are considered to have a visual character indirectly create a common attachment. The more often an object appears, the more likely it is to be seen as a group.

figure 2.3 Similarity, Rhapsody Painting, Cats.

• Principles of continuity: dictate the eyes to follow Straight or curved lines that tend to flow continuously and create effective information.

figure 2.4 Continuity, Ants making line, Continuity painting by Lia Chechelashvili.

• Principles of closure: It turns out that closure has a relationship with the principle of continuity. Closure also invites the eye to complete a pattern so that our brain tries to find a pattern that can be understood.

figure 2.5 Closure,Carousel, Talk Dark Stranger.

• Figure/ground: This principle is a principle regarding the relationship between an object and the space surrounding it, for example, the moon in space. The moon represents positive space while the sky represents negative space. This meaning is the same as the design element, namely space; as has been discussed, there are two types of space, namely negative and positive space.

figure 2.6 Figure/Ground, Example In Real life, Moon.

• Principles of Law of Symmetry and Order: The Law of Symmetry is what emphasizes human psychology: that humans naturally view everything as a whole or in balance.

figure 2.7 Law of Symmetry and Order, Olympic Logo, Symmetry of Nature.

contrast

This design principle focuses more on the differences in color, so that it brings to our minds the atmosphere in the design. Contrast can be visualized or seen in opposite or different colors. It can also be seen from the surface, contrast focuses more on the combination of colors used in the design.

figure 2.8 Bluey, The Prodigal Son (1623) by Gerrit van Honthorst.

Contrast has two important roles. First roles, contrast helps designers to make design elements stand out from each other. Fun fact The second role of contrast can help to increase accessibility for all people, including those with visual impairments, to help them understand better about the design, especially text and background.

Emphasis

As the name suggests, Emphasis focuses on drawing the viewer's attention to one object as the main point of interest. As a designer, it is important to know where to place the focal point so that the design message can be conveyed clearly to others. 

figure 2.9 The return of George Washitong (1783-1789) by Edward J, Gunnels Warren.

For example, red among monochrome colors. Emphasis is created by distinguishing one element from another. These differences can occur in terms of size, color, texture, shape, and etc.

Golden Ratio

We must have learned about the golden ratio in the DPI module, and it is already familiar. If you've ever wondered, "What makes Leonardo da Vinci's works special?" The answer is simple; it's because he used the formula of the Golden Ratio.

figure 2.10 Girl With a Pearl Earring by Johannes Vermeer, The Parthenon, c. 447 BC.

The Golden Ratio, also known as The Golden Mean, is represented by the Greek letter 'phi' (rational numbers are common in mathematics lessons). The golden ratio in design is a proportional ratio used to create harmonious and aesthetic proportions. The golden ratio is often found in nature, architecture, art, and design.

Rule of  Thirds

Have you ever heard the concept of the rule of thirds in design? Yes, the rule of thirds is a technique used to create a more balanced and interesting composition. Usually used in photography, but the design also uses this concept.

figure 2.11 Vincent Van Gogh, ‘Wheatfields With Cypresses’ & ‘Prisoners Exercising’.

The basic principle is to divide the design area into nine equal parts. The rule of thirds divides parts horizontally and vertically so that you can place important objects at the intersection points of these lines. This can help to create an even clearer visual focus.

Balance

Balance has many meanings in our daily lives, such as maintaining a balanced diet. It turns out that balance is also used in design. Balance is the distribution of the weight of a space equally, visually and optically. A design can be declared as balanced if the object has a visual impression of the same weight. There are 2 types of balance:

• Symmetrical (formal): arrangement of design objects that are equal to each other on each side, between the left and right or top and bottom sides. So that the design looks symmetrical. For example, in graphic design, such as road signs and company logos.

figure 2.12 Starbuck Logo, Swan, Rush and Iris, 1875, Walter Crane (1845-1915), Capitol Building, Washington DC, USA.

• Asymmetrical (informal) balance: different from symmetry, asymmetrical is the arrangement of objects or design elements that are not the same or not equal between each other's sides. Either the right and left sides or the top and bottom sides. The result is an asymmetrical design. For example, the well-known painting The Incredulity of Saint Thomas by Caravaggio.

figure 2.13 The Incredulity of Saint Thomas by Caravaggio.

Pattern & Repetition

Repetition of similar elements is used throughout a design work, both in regular and irregular patterns.  Examples of elements that can be used in the repetition principle are color, shape, line, space, texture, and pattern. The principle of repetition can be used in various types of design, such as graphic design, interior design, and product design.

figure 2.14 Marilyn Monroe Prints by Andy Warhol & Journey to Infinity by M.C. Escher.

Movement

The principle of movement is a design principle that invites and directs the viewer's eye through the design composition. This aims to ensure that the message you want to convey can be conveyed well and precisely. As a good designer, we must be able to create control of the various elements that the viewer focuses on by placing them along the path of eye movement patterns.

figure 2.14 Photo by Cottonbro, Photo by Kaique Rocha, Claude Monet’s Fishing Boats On The Coast.

Harmony & Unity

The principle of unity and also the principle of harmony make design elements create an atmosphere of completeness and also create a sense of unity and cohesiveness in a design work. In fact, both principles have the same meaning and have the same aim; it's just that harmony gives the design the impression of complementarity and unity in a work.

figure 2.15 Harmony & Unity,(Georges Seurat) Bathers at Asnières, Unity/Harmony.

Examples of this principle include making posters and also applying interior design; both of these designs give the impression of unity of typography, images, and colors. Moreover, the interior design of tables, chairs, and accessories gives the impression of comfortable harmony. Unity gives the design a sense of harmony.

Unity gives the design a sense of harmony, both conceptually and visually. For example, in graphic designs such as posters, the unity can be seen in typography, images, and colors.

Symbol

Did you know that graphic design contains symbolism? Fun fact: in the world of design, symbolism is a graphic designer's way of communicating to convey complex ideas. Symbols are visual representations of concepts, words, sounds, or ideas.

figure 2.15 Symbol Manual, & Aboriginal Art Symbols.

For example, the biohazard symbol, which is usually found in chemistry labs. The symbol shows how dangerous these chemicals are, so it tells visitors that they should be careful.

Word and Image

From the typography module, we are definitely familiar with words and images. Words and pictures is a visual typography that combines a word with an image to create meaning and also convey information, which makes it easier for the viewer to understand. The relationship between words and images is considered an important element of design.

figure 2.15 Istanbul by Aljaadaby, Logo Design by Isa, Patience.

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INSTRUCTIONS

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Task : 1 Exploration (Part B)

figure 3.1 Andy Warhol Elecric Chair

Tittle Art work : Electric Chair

Artist Name : Andy Warhol

Size : 90 cm × 135 cm (35 in × 53 in)

Medium : Silkscreen print on canvas

source : https://guyhepner.com/news/149-andy-warhol-s-electric-chair-death-and-disaster/

The painting I chose was the painting "Electric Chair," painted by Andy Warhol, an artist from South America. One of his famous works is Shot Marilyns (1964). Andy Warhol is famous for his pop art movement. He also used silk screen printing and print media, creating iconic works. Because of his pop art style, I chose the artist Andy Warhol.His work really inspired me; one of the works that inspired me was "Electric Chair," created in 1964–1965. The reason I chose the painting "Electric Chair" was because the message contained in this painting caught my attention.

When we hear the words electric chair, what comes to our mind? It's definitely the death penalty or death. The atmosphere of this painting invites feelings of sadness and discomfort. Warhol saw this chair as a cruel and evil object, but the media made violence into entertainment, making society insensitive to the suffering they experienced. Based on this description, it made me even more carried away by the atmosphere and curiosity. Have we ever thought about their suffering? It turns out that this painting made me understand how cruel the world is to living creatures, especially fellow humans.

design principles in electric chair :

• Emphasis the electric chair is placed in the center of the composition as the main focal point. In this painting, negative space is created because the room is quiet and empty from the execution room, making the audience focus more on the electric chair.

figure 3.2 Emphasis 

• Contrast this painting uses bright colors so that the colors stand out in people's eyes. These colors are red, yellow, orange, purple, pink, blue, or green. The colors used depict the electric chair, a cruel and frightening object; with the help of dark contrast, it makes the atmosphere more chilling. The color contrast creates a sense of unease and highlights the irony between bright pop aesthetics and dark death.

figure 3.3 Contrast

• Repetion like other Andy Warhol works, the Electric Chair consists of several different color versions but with the same object. Warhol used silkscreen printing techniques. This repetition of different colors defines the way the mass media broadcast images of violence over and over again.

  
  figure 3.4 Repetion

• Balance in this painting, Warhol created a principle of asymmetrical balance in his composition. We can see the electric chair is placed slightly off-center; it helps to give a dramatic atmosphere rather than being placed in the middle.

figure 3.5 Balance

• Gestalt Theory  in Electric Chair, Warhol, there are several Gestalt principles that help humans understand visuals and patterns: 

Figure-Ground in this painting, the electric chair becomes the main element (figure), while the atmosphere of an empty room becomes the background (ground). 

figure 3.6 Figure-Ground

Closure the electric chair is shown without humans, making our brains automatically fill in the blanks by imagining the tragedy that occurred there. It utilizes visual psychology.

figure 3.7 Closure

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FEEDBACK

Week 2

Mr Charles said that, when we create bloggers we can explore and observe for ourselves. We can do it in our own words and it doesn't have to match the description of the observation.

Week 3

In week 3, Sir Charles said that my exploration was sufficient but didn't explain the background of the chair: "Has this chair ever been used?" Listen to Sir Charles.

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REFLECTION

In Assignment 1 Design Principles, I studied several types of design principles, including contrast, emphasis, balance, repetition, unity & harmony, symbols, words & images, movement, etc. At first I didn't understand the importance of design principles. Because of Task 1, I now understand more about how important design principles are for a designer. These principles help guide us to create better, more efficient design work. At first I just thought the design was just imagination and creativity, but it turns out there was more to the design. This design principle makes it easier for me to create more efficient design work. Now I understand why many famous works can be seen as beautiful things, because there are design principles that help viewers understand more. This module really helped me, so in the future I will try again to become an efficient designer.