Design Principles

February 16,2025(week1-week3)

DESIGN PRINCIPLES

LI YINUO/ 0369740

Bachelor of Fashion Design Technology (Honours)

Design principles - Task 1

Instruction

Introduction

Information and feelings are communicated visually through pictures, colors, and elements of design. This blog offers design techniques and trends, analyzes its use in video games, movies, television, branding, and other fields, and enhances visual expression.

Principles of Design

1. Gestalt theory
2. Contrast
3. Emphasis
4. Balance
5. Repetition
6. Movement
7. Harmony and Unity
8. Symbolism
9. Word and Image

Task1

Task 1 requires you to list every design part that is described in the MIB and choose artwork that best conveys your understanding of these features. When uploading images, we require a clear statement about the artwork.

1.Gestalt theory

Gestalt theory shows that humans tend to reduce difficult visual information into unifying wholes rather than isolated elements, illustrating the balanced character of human visual perception. Principles like closeness similarity, closure, continuity, and symmetry naturally arrange design elements to create a unified whole.

Fig.1.1 IBM Poster Paul Rand 1981

Gestalt ideas, especially the idea of closure, are exemplified in Paul Rand's IBM poster. Rand's use of geometric shapes and simple design makes it possible for the spectator to see the broken pieces as a whole. This reinforces the idea that people instinctively perceive wholes, even from limited information, by asking the spectator to fill in the blanks. While keeping to the psychological rules that govern our visual perception, the use of simplicity and abstraction improves the message.

2.Contrast

Strong contrast increases visual impact and gives a design depth and energy. Difference leverages changes in elements like color, size, shape, texture, etc. to draw attention to and highlight key characteristics.

Fig.1.2 Vogue magazine cover (design direction by Alexey Brodovitch, 1950s)

Brodovitch's use of contrast to highlight visual hierarchy is exemplified in the cover design for Vogue magazine. The viewer's attention is drawn to important aspects of the image by the stark contrast between black and white and the different letter sizes. This captures the spirit of the time while also adding visual intrigue and heightening the dramatic effect of fashion photography. It is one of the most recognizable instances of editorial design because of its skillful use of contrast to communicate elegance, vitality, and modernism.

3.Emphasis

Emphasis is the process of making a certain aspect the main focus by using design elements  such color, size, or placement to guide the viewer's attention and convey significant messages.

Fig.1.3Apple iPod Advertisement (Designed by Susan Alinsangan Team, 2003)

The iPod commercial from Apple is a classic illustration of design emphasis. The white iPod headphones are immediately highlighted by the dramatic silhouette of a human against a stark background. This visual cue not only calls attention to the product but also creates a dynamic, futuristic mood. This use of emphasis successfully positions the iPod as a necessary, fashionable device in a crowded market by drawing the viewer's attention to the product's salient features, which are its portability and sleekness.

4.Balance

Balance refers to the arrangement of elements in a design that create visual stability. Balance can be symmetrical (mirrored on either side) or asymmetrical (achieved through various aspects). Balance helps a design seem beautiful and comfortable.

Fig.1.4MUJI Horizon Poster (Kenya Hara, 2003)

The "Horizon" poster for Muji by Naoto Fukasawa is a perfect example of balance because of its symmetrical, simple design. The design's horizon line in the middle strikes a serene balance that aligns with the brand's emphasis on practicality and simplicity. In keeping with Muji's identity, the design successfully conveys a feeling of stability and serenity. It is the ideal illustration of how visual balance may elicit emotional reactions since it highlights the tranquility of simplicity.

5.Repetition

Repetition is employing the same sections  such as colors, forms, or lines, over and over to increase unity and movement. Repetition emphasizes brand identification or design concepts while offering visual consistency.

Fig.1.5FedEx logo (Lindon Leader, 1994)

Lindon Leader's FedEx logo makes deft and nuanced use of repetition. The brand's primary message—speed and efficiency—is powerfully symbolized by the concealed arrow in the negative space between the letters "E" and "x." The concealed arrow is a visual element that draws the spectator in and helps them comprehend the brand's values more deeply, while the logo's persistent use of simple, clean font promotes the concept of accuracy and dependability.

6.Movement

The movement refers to guiding the viewer's eye through a design by placing elements, using clear messages, or creating movement effects (such as lines, shapes, or color differences). Movement adds energy and activity to a design.

Fig.1.6Futurist poster "Abstract Speed" (Giacomo Balla, 1913)

"Abstract Speed" by Giacomo Balla is an excellent example of how to employ movement in design. The essence of speed and advancement is captured by the dynamic, overlapping lines and vivid colors that provide the impression of mobility. This work, which was influenced by futurism, pushes the limits of conventional static art forms by expressing vitality and modernism. Balla's work is a ground-breaking illustration of how movement may be incorporated into visual art since it graphically conveys the idea of swift change and technical advancement.

7.Harmony and Unity

When every part of a design work together to form a unified whole, this is referred to as harmony and unity. Color, form, and style consistency ensure that the design feels finished and avoids a confused look.

Fig.1.7Bauhaus exhibition poster (Herbert Bayer, 1923)

The Bauhaus exhibition poster by Herbert Bayer uses grid-based design and geometric simplicity to create harmony and unity. Consistent forms and sans-serif typefaces promote clarity and order, emulating the practicality and reasonedness of the Bauhaus. This design's cohesive approach highlights the meeting point of art and industry, striking a harmonious balance between functional design and artistic expression. It is a classic illustration of how form and function can coexist together in design.

8.Symbolism

Symbolism involves using specific illustrations, colors, or symbols to convey deeper meanings or thoughts. Symbolic design creates relationships and enhances cultural or emotional depth.

Fig.1.8Olympic rings (Pierre de Coubertin, 1912)

Pierre de Coubertin's Olympic Rings are a potent representation of world togetherness. The spirit of international cooperation via sport and the togetherness of the five inhabited continents are symbolized by the five interlocking rings. The color of each ring was picked with care to represent inclusivity by matching the colors of all country flags. This emblem's transformation from its initial function to a worldwide representation of harmony, peace, and athletic prowess exemplifies the significant influence of symbolism in design.

9.Text and Imagery

Combining text and images is a popular design strategy. Text delivers precise information, while images offer visual appeal. When the two are successfully combined, communication is improved and definition and beauty are provided.

Fig.1.9Coca-Cola logo (Frank Mason Robinson, 1887)

An classic illustration of the harmony of typography and imagery is the Coca-Cola logo, which was designed by Frank Mason Robinson. The logo, which is now one of the most identifiable corporate identities in the world, has a timeless elegance and a personal touch thanks to the flowing script type. Vibrant crimson is used to evoke sentiments of warmth and joy, thus solidifying the emotional bond. This design demonstrates how well typography and visual components may be combined to produce a memorable brand impression.

Task2.

Task2 need us to share one art work which is us most like and explain the reason choosing this one.

Title:Starry Night 

Artist's/designer name:Van Gogh 

Date:June 1889

Reference link:https://www.nbfox.com/the-starry-night/

Source of work

Now in the Museum of Modern Art, New York. This was created by Van Gogh while he was in the Saint-Remy Sanatorium. He was suffering from mental illness at the time, but this painting showed extraordinary artistic charm.

Reasons to choosing this

Several design ideas are successfully used in Van Gogh's The Starry Night to provide a unique visual impact and emotional message. Gestalt Theory creates a unified whole out of the development, stars, and whirling sky; The sharp contrast between the bright yellow stars and the deep blue sky attracts attention. The moon and whirling sky become the main focus of emphasis; Stability is achieved via balance through the placement of the communities and cypress tree; Pace is improved by repeating brushstrokes and star shapes.With dynamic brushstrokes, movement attracts the viewer's attention and gives the picture energy; Coherence is maintained by Harmony and Unity through color tones and style; Depth is added via symbolism, where the stars stand for hope and the swirls for emotional conflict; Negative space reduces clutter and improves clarity, whereas proportion and scale make use of exaggeration to increase drama. These ideas come together to create The Starry Night, an enthralling work of art that is rich in energy, passion, and symbolic meaning.

Feedback

Week 1

General Feedback: Ms.JINCHI gave a introduction with MIB.Work on Task 1, Watch Lecture

Specific Feedback: Start  Task 1.                                                                                  

Week 2: 

General: continue with task1

Specific: (none given)                                                                                                  

Week3:

General:improve task1. 

Specific:Ms.WONG CHUIYIN said the link format of my website is incorrect.