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Design Principles / Task 1 EXPLORATION

Name : Moo Renee
Student ID : 0359595
Course : Bachelor of Interactive Spatial Design (Honors)
Timeline : Week 02 - Week 04  


Table Of Content 

  1. Instruction 
  2. Lecture Note 
  3. TASK - Understanding Design Principle
  4. TASK - Final Selected Design 
  5. Lecture Feedback
  6. Assignment Reflection


1.  Instruction 

1.1 MIB / Modula information booklet (pdf)

Figure 1.1 MIB (pdf)

1. 2 Assignment Brief

In this assignment, we focus on exploring and understanding the fundamental design principles introduced in this module. These principles include:

  • Gestalt Theory
  • Contrast
  • Emphasis
  • Balance
  • Repetition
  • Movement
  • Harmony & Unity
  • Symbol
  • Word and Image

We are required to describe each of the design principles listed above and explain them using suitable design examples to demonstrate our understanding. Images used as examples are not allowed to be taken from lecture notes, slides, or videos. All information and image references borrowed from other sources must be properly credited and cited.

Next, we must select a design work that we find interesting and upload it to the blog in JPEG format (minimum A4 size, 300 dpi). Beneath the selected image, a full credit line must be included, stating the title of the design, the designer’s name, year, size, medium used to create the design, and the source.

With the selected image a write up with approximately 150–200 words is then required to explain why the selected design was chosen. After that, the design principles observed in the chosen work should be listed without further elaboration. Lastly, weekly feedback received from the lecturer should be included at the end of the blogpost.


2. Lecture Note

2.1  Topic 1: Elements and principles of design, Gestalt Theory and Contrast

2.1.1 Introduction to Elements and Principles of Design 

Visual communication uses carefully planned design to deliver clear, purposeful messages to a target audience by applying the elements and principles of design effectively.

  • Element of design
    • Element of design is more like individual too to create the design  
  • Principles of design
    • The principles of design are the fundamentals that result from the arrangement of element

Element of Design  
Point
  • A point / dot is the simplest element of design, and when repeated or moved through space, it forms lines and creates two and three dimensional forms.
Figure 2.1.1 Example of Point 
https://ru.123rf.com/photo_85238177_abstract-monochrome-halftone-pattern.-comic-background.-dotted-backdrop-with-circles,-dots,-point.-design-element-for-web-banners,-posters,-cards,-wallpapers,-sites.-black-and-white-color.html


Lines
  • Lines can express different qualities and emotions, define shapes and spaces, show movement or form, and create patterns, textures, light, and shadow. 
Figure 2.1.2 Example of Lines
https://media.istockphoto.com/id/2206454018/vector/design-elements.jpg?s=612x612&w=0&k=20&c=4ozGdE-XCPcVb88dApCD8-d5hkOKX7ANXvCHFDiU90k=


Shape
  • Shape is the area within a two-dimensional outline or a three-dimensional object, becoming visible when lines, color, value, or texture set it apart, shapes are generally categorized as geometric (precise forms like circles, squares, triangles) or organic.
Figure 2.1.3 Example of Shape
https://pin.it/4QqZaVRYR


Forms
  • Form is a three-dimensional area (not a two-dimensional shape), and when it encloses space, it creates volume, in sculpture and architecture, form is a major element, while in two-dimensional media like painting or drawing, form is suggested or implied.
Figure 2.1.4 Example of  Forms
https://pin.it/2UQmiYeAu

Texture
  • Texture in visual communication is the surface quality of objects, either felt by touch (actual) or suggested visually (simulated/implied).
Figure 2.1.5 Example of  Texture
https://pin.it/169Cy3exn

Space
  • Space is the area around objects, defined in 2D by height and width, experienced in 3D as mass and volume, and in design, it can be positive or negative, with depth suggested through overlap, size, placement, and perspective.
Figure 2.1.6 Example of  Space
https://pin.it/69pfddPM0

Color
  • Color is the visual result of light reflected or transmitted from a surface, defined by three variables:
    • Hue – the color itself (Example, red, green, yellow).
    • Value – lightness or darkness, affected by adding white (tint), grey (tone), or black (shade).
    • Intensity – the purity or saturation of a color, dulled when mixed with other pigments.
  • Color harmonies, or schemes, include monochromatic (variations of one hue), analogous (adjacent hues), and complementary (opposite hues).

Figure 2.1.7 Example of  Color
https://pin.it/4ydf5YVTR


2.1.2 Contrast and Gestalt Theory

Contrast

  • Contrast is the use of strongly different elements to create visual interest, prevent monotony, and highlight important content.
Figure 2.1.8 Example of  Contrast
https://pin.it/5XLcjgfti

Gestalt Theory 

  • Gestalt principles are a set of rules that describe how we perceive visual elements, showing how complex visuals can be simplified into basic shapes and understood as a single, unified whole rather than separate parts.
Figure 2.1.9 Example of  Gestalt Theory
https://pin.it/6eSaKbkZC

Principle of Similarity

  • The principle of similarity explains how the human eye naturally groups elements that look alike, even when they are placed apart. Our brain connects similar elements and perceives them as part of the same group or visual pattern.
Figure 2.1.10 Example of Principle of Similarity
https://pin.it/EFD9FhzuS

Principle of Continuation

  • The principle of continuation explains how the human eye naturally follows lines, curves, and paths in a design. We tend to prefer seeing elements as part of a smooth, continuous flow rather than as separate or broken pieces.
Figure 2.1.11 Example of Principle of Continuation
https://pin.it/n17jN53Jh

Principle of Closure

  • The principle of closure describes how the human eye prefers complete shapes. Even when parts of a shape are missing, our brain fills in the gaps to perceive a whole and recognizable form.
Figure 2.1.12 Example of Principle of Closure
https://pin.it/6MivnZS1s

Principle of Proximity

  • The principle of proximity focuses on placing related elements close together to show their connection. Elements that are spaced near each other are perceived as a group, while elements placed farther apart are seen as unrelated, helping to organize and structure a layout.
Figure 2.1.13 Example of Principle of  Proximity
https://pin.it/5gHlZ49A6 

Principle of Figure / Ground

  • The principle of figure/ground explains how we instinctively distinguish between the main object (figure) and the background (ground). The figure stands out clearly in the foreground, while the ground recedes into the background.
Figure 2.1.14 Example of Principle of  Figure / Ground
https://pin.it/3gNIJqfwu

Law of Symmetry and Order

  • The law of symmetry and order states that symmetrical elements are perceived as belonging together and forming a unified group. Similar to the principle of similarity, balanced and symmetrical designs feel more organized, stable, and visually pleasing.
Figure 2.1.15 Example of Principle of  Symmetry and Order
https://pin.it/3UENycKwx

2.2  Topic 2: Balance and Emphasis

Balance

  • Balance is the distribution of visual weight in a design, creating a sense of stability.

Symmetrical Balance

  • Symmetrical balance occurs when elements are evenly arranged on either side of a central axis (bilateral) or around a central point (radial). Approximate symmetry uses similar but not identical elements to achieve balance.
Figure 2.2.2 Example of Symmetrical Balance
https://www.bbc.co.uk/bitesize/guides/zfvt6v4/revision/2

Asymmetrical Balance
  • Asymmetrical balance uses unequal visual weight to create a dynamic and interesting composition. A dominant element on one side can be balanced by smaller elements on the other, giving a sense of movement, energy, and variety.
Figure 2.2.3 Example of Asymmetrical Balance
https://www.shutterstock.com/search/asymmetrical-balance

The Golden Ratio

  • The Golden Ratio, derived from the Fibonacci sequence, is a naturally occurring proportion often associated with beauty and harmony. It has been used in art, architecture, and design to create balanced, visually appealing compositions.

Rule Of Thirds
  • The Rule of Thirds divides a composition into three equal parts horizontally and vertically, placing the subject along the lines or intersections to create more dynamic and balanced visuals.
Figure 2.2.5 Example of  Rule of Thirds
https://visualeducation.com/rule-of-thirds/

Emphasis
  • Emphasis directs the viewer’s attention by creating dominance in a design, using elements like color, shape, or value to highlight key areas.

2.3  Topic 3: Repetition and Movement

Repetition / Pattern and Harmony 

  • Repetition uses recurring elements to create rhythm, pattern, and visual energy in a design. Adding variety helps prevent monotony and keeps the composition interesting.

Movement

  • Movement is how a design guides the viewer’s eye through a composition. It is created using shapes, lines, curves, and forms that suggest motion or flow.
Figure 2.3.2 Example of Movement
https://pin.it/9QArRtuLM

Hierarchy

  • Hierarchy organizes content to show importance and meaning. It guides viewers to notice the most important information first, followed by secondary details.
Figure 2.3.3 Example of Hierarchy
https://pin.it/2rkUOYqAB

Alignment 

  • Alignment arranges elements along shared edges, columns, or centers to create unity and structure to make it more organize . It also helps guide the viewer smoothly through a design.

Figure 2.3.4 Example of Alignment
https://lingolandedu.com/en/english-english-dictionary/alignment


2.4  Topic 4: Harmony and Unity

Harmony

  • Harmony is created when design elements share common traits and work well together. Without variety, harmony can become monotonous.
Figure 2.4.1 Example of Harmony
https://pin.it/3KVG5PIFU

Unity

  • Unity is achieved by repeating elements like colors, shapes, or materials to create a sense of oneness. It helps tie a design together into a clear and balanced theme.
Figure 2.4.2 Example of Unity
https://pin.it/1KrBYFeIs

Scale and Proportion

  • Scale and proportion relate to size in design. Scale compares the size of one object to others, while proportion refers to the relationship between parts of the same object.
Figure 2.4.3 Example of Scale and Proportion 
https://pin.it/838Sn27W5

Scale

  • Scale describes the size of elements in relation to a reference or measurement. It is often used in drawings and models, and changing scale can create emphasis or visual impact.
Figure 2.4.4 Example of Scale
https://pin.it/3D1cOhHjb

Proportion

  • Proportion is the relationship between elements in terms of size or ratio. When used effectively, proportion creates harmony, balance, and unity in a design.

Figure 2.4.5 Example of Proportion
https://pin.it/1rV0BJAaz

2.5 Topic 5: Symbol; Word and Image

Symbol

  • A sign, shape, or object that represents something else
  • In design, symbols convey information or tell a story, sometimes equivalent to sentences or even a whole narrative.

Pictorial Symbols

  • Image-related and simplified pictures
Figure 2.5.2 Example of Pictorial Symbol
https://pin.it/2LfndutVJ

Abstract Symbols

  • Symbols that resemble the objects they represent but with fewer details.

Arbitrary Symbol

  • Symbols that do not resemble the objects or ideas they represent.
  • Meaning is invented or assigned, often using geometric shapes and colors.
  • Must be learned to understand their meaning.

Figure 2.5.4 Example of Arbitrary Symbol

Word and Image

  • Imagery helps users relate to a concept or brand using relevant images is important in design.
  • Words paired with images deepen meaning; typeface and positioning create visual hierarchy and balance.
  • Typography is the design and arrangement of text to convey a message or concept.


2.6  Topic 6: Visual Analysis

What is Visual Analysis

  • Visual analysis is a method of understanding design by focusing on its visual elements and principles. In its strictest sense, it involves describing and explaining the visual structure of a design for its own sake. Beyond that, it helps us recognize the choices a designer made and understand how the elements and principles of design communicate ideas, content, or meaning to the viewer.

Purpose of Visual Analysis

  • Visual analysis is an essential part of visual literacy. It allows people to critically read and interpret images, whether in museums, social media, entertainment, advertising, or news. In today’s world, where visual media surrounds us constantly, practicing visual analysis sharpens critical judgment skills. It encourages viewers to actively interpret what they see instead of passively accepting it. It also helps designers understand how their work communicates with audiences and the impact of their visual decisions.

Phases of Visual Analysis

  • Observation
    • Observation involves carefully examining a design to identify its visual elements, such as line, shape, color, texture, space, and composition.
    • The goal is to describe these elements accurately in your own words without prior research about the design.
    • At this stage, focus on what you see the placement of objects, the use of colors, the type of lines, and any patterns or textures present.
  • Analysis
    • Analysis builds on observation by interpreting how the visual elements work together according to design principles.
    • Consider balance, contrast, emphasis, movement, unity, and proportion.
    • Ask: How does the viewer’s eye move across the design? Which element stands out most and why? How do the elements create harmony, tension, or focus?
  • Interpretation
    • Interpretation combines your observations and analysis with context, such as the designer’s background, historical or cultural influences, or the purpose of the design.
    • This phase seeks meaning: What message does the design convey? Why was it created? How does it make the viewer feel, and what ideas or emotions does it evoke?

Overall by following these three phases, visual analysis helps viewers understand both the technical and conceptual aspects of design. It strengthens critical thinking, enhances visual literacy, and allows for a deeper appreciation of how designs communicate meaning and influence audiences.


3. TASK - Understanding Design Principle

3.1 Gestalt Theory

Gestalt Theory is how people tend to see visual elements as a complete whole instead of individual parts. It shows how elements are grouped through principles such as proximity, similarity, continuity, and figure ground. Designers use this theory to make designs more structured, clear, and visually effective.


Figure 3.1 Novel Cover ,The Boy with the Tiger's Heart by Linda Coggin
https://pin.it/65XiaV5Ln

3.2 Contrast

Contrast is the difference between visual elements that helps them stand out from one another. It is created through variations in color, size, shape, texture, or typography to highlight differences. Designers use contrast to draw attention, create visual hierarchy, and make information clearer and more engaging.

Example : White and Black  / Yellow and Blue / Grey and Green / Yellow and Black

Figure 3.2 Franz Kafka's novella, The Metamorphosis
https://pin.it/4xN5Xn9C0

3.3 Emphasis

Emphasis is the design principle that are used to highlight the most important element in a composition. It is achieved through differences in size, color, shape, placement, or contrast to attract the viewer’s attention. Designers use emphasis to guide viewers toward key information and create a clear focal point. 

Figure 3.3 Red Eye Illusion - Minimal Wall Art
https://pin.it/2YVpm1aV9

3.4 Balance

Balance is the distribution of visual elements within a design to create a sense of stability. It is achieved through symmetrical, asymmetrical, or radial arrangements of elements. Designers use balance to ensure a composition feels visually comfortable and well-organized. 

Figure 3.4 "ambient" by concept artist N Kayurova.
https://pin.it/1aOGQJfRQ

3.5 Repetition

Repetition is by reusing visual elements such as colors, shapes, patterns, or typography throughout a design. It helps create consistency and strengthens the overall visual identity. Designers use repetition to unify a composition and make it more cohesive and recognizable. 

Figure 3.5 Photo by  
KanakariFotos
 on 
flickr
https://www.flickr.com/photos/bridgestream/16373327215/

3.6 Movement

Movement is how a design guides the viewer’s eyes across the composition. It uses lines, shapes, direction, and visual flow to create a sense of movement within static elements. Designers apply movement to lead attention smoothly from one element to another.

Figure 3.6 Konstantin Tsibin: Nugush River, Russia (2015)
https://www.instagram.com/p/C5MxfNSreiC/

3.7 Harmony & Unity

Harmony and unity describe how well all elements in a design work together as a whole. This is being achieve through consistent styles, colors, and visual relationships. Designers use harmony and unity to create a cohesive and pleasing visual experience. 

Figure 3.7  by Tsjisse Talsma, created as cover art for the VPRO magazine about classical music
https://pin.it/2qIgfffNM


3.8 Symbol

Symbol is visual element that represents an idea, object, or meaning beyond its literal form. Symbols allow complex messages to be communicated quickly and effectively. Designers use symbols to convey meaning in a simple and recognizable way. 

Figure 3.8 Instagram Symbol 
https://pin.it/55cShs7aE

 

3.9 Word and Image

Word and image is the relationship between text and visuals in a design. When combined effectively, they enhance communication and strengthen the message being delivered. Designers use the balance between words and images to improve clarity and visual impact. 

Figure 3.9 Herbert Wells "The Invisible Man" Book Cover
https://pin.it/6FlcMSW9D


4. Selected Design 

Figure 4.1 Final Selected Design
https://www.etsy.com/listing/1154258252/up-the-river-kayak-digital-print?show_sold_out_detail=1&ref=nla_listing_details

Title of Design : Up the River / Kayak
Designer Name : Christi Wilbert
Year :  2016
Size : Width: 13 inches , Height: 19 inches
Medium : Digital Print (PDF / PNG)


Write Up (188 Word)

I chose this artwork as my final selected image because of its striking use of line and the strong sense of movement it conveys. The deep blue background, paired with flowing white lines, creates a vivid impression of water in motion. The lines guide the viewer’s eye throughout the composition, showing both the flow of the water and the forward movement of the kayak. This sense of motion gives the design energy and draws the viewer into the scene, making it feel alive and dynamic.

The red kayak at the center serves as the focal point and creates visual balance. Its bold color contrasts sharply with the blue background, making it visually dominant and immediately catching attention. This contrast not only emphasizes the kayak but also sparks curiosity, making me wonder about the kayaker’s journey and destination.

In addition to its movement, the artwork conveys a sense of calm and tranquility. The harmonious colors and repetitive flowing lines create a peaceful, meditative atmosphere. I was drawn to this design because it balances energy and serenity so effectively, creating a composition that is both visually engaging and emotionally calming.

 

Observed Design Principle For Selected Design 

  • Emphasis

The selected image show emphasis through the use of color and placement. The red kayak is the only warm-colored element within a predominantly blue composition, creating immediate visual dominance. Its central positioning further strengthens its role as the focal point. The surrounding flowing lines naturally guide the viewer’s eye toward the kayak creating emphasis.

Figure 4.2 Emphasis Visual Analysis

    • Contrast

    Contrast show in the design through color and form. The bright red kayak sharply contrasts with the cool blue background, making it visually striking. Also, there is contrast between the solid, flat shape of the kayak and the thin, dynamic white lines that form the water. This difference in color, shape, and texture enhances visual clarity and hierarchy.

    Figure 4.3 Contrast Visual Analysis

      • Movement

      Movement is strongly show in this design through the swirling white lines that represent flowing water. The curved lines create directional flow across the composition, guiding the viewer’s eye in circular and inward motions. This dynamic arrangement generates a sense of motion and energy, suggesting turbulence or strong currents around the kayak.

      Figure 4.3 Movement Visual Analysis

        • Balance

        The composition of the design have show symmetrical balance. The swirling patterns on the left and right sides visually counterbalance each other, creating stability despite the dynamic movement. The centrally placed kayak anchors the design, maintaining equilibrium within the active background.

        Figure 4.4 Balance Visual Analysis
        • Repetition

        Repetition is visible in the continuous use of curved white lines throughout the entire background. These repeated line elements create rhythm and consistency, strengthening the visual structure of the composition. The repeated forms unify the image and enhance the sense of flowing water.

        Figure 4.5 Repetition Visual Analysis

          • Harmony & Unity

          Harmony and unity are show through the limited color palette and consistent line style. The use of blue and white creates a cohesive visual environment, while the repeated curved lines maintain stylistic consistency. All elements work together to support the central theme of navigating through moving water.

          Figure 4.6 Harmony & Unity Visual Analysis


          5. Lecture Feedback

          Week 02 (10/02/26)

          • All images are suitable for demonstrating design principles. However, for design elements, will also need image to clearly show or highlight the specific elements.
          • Selected image is ok as long you can identify the element and source .


          Week 03 (17/02/26) - Public Holiday

          Week 04 (24/02/26)

          • Design principles explanation is not required in Task 1 as it is intended for Task 2. 
          • However, since the analysis was already included, the content should be moved to Task 2 accordingly.
          • Add some visual annotations or notes to clearly show the details described. 


          6. Assignment Reflection 

          In this first task on design principles, I have gained a deeper understanding of design concepts and learned how to identify them more effectively. In previous modules during my bachelor’s studies, most of the focus was on technical skills, and I had only a very basic understanding of design principles. This first task allowed me to explore the principles in more depth and recall the foundational knowledge I had learned earlier, helping me to strengthen my understanding.

          By explaining the principles in my own words, I was able to internalize the concepts better. Also, when searching for images, I can now easily identify which principles are applied and understand their importance in design. This task also helped me see how principles can be used intentionally to enhance visual communication. Overall, this task has not only reinforced my knowledge of design principles but also improved my ability to analyze and apply them effectively in my work.

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