Design Principles - Task 1 : Exploration
09/02/2026 - 27/02/2026 (Week 2 - Week 4)
Lexandra Feodora Stefano/0384629
Design Principles/Bachelors of Design (Honours) in Creative Media/
Taylor's University
Task 1 : Exploration
JUMPLINKS
LECTURE
Introduction : Elements and Principles of Design
Visual Communication - uses design to convey purposeful messages to the viewers. An effective design must well-thought and executed. Understanding
and applying elements and principles of design is important.
There are 7 elements of design : (individual "building blocks") point,
line, shape, form, texture, space, colour
There are 11 principles of design : (organisational fundamentals that resulted
from or guides the elements) contrast, balance, emphasis, rules of third,
repetition/pattern/rhythm, movement, hierarchy, alignment, harmony, unity,
proportion.
1. Gestalt Theory
"Gestalt" means "shape" or "form" in German. Gestalt principles are rules
that describe how the human eye perceives visual elements. These principles
aim to show how complex scenes can be reduced to simpler shapes. It also
aims to explain how the eyes perceive the shapes as a single, united form
rather than separate simpler elements. There are 6 principles of the Gestalt
theory.
- Principle of similarity : the human eye tends to perceive similar elements as a complete picture even if they are separated.
- Principle of continuation : the eye follows the paths, lines, and curves of a design and see a continuous flow.
- Principle of closure : the human eye can fill in the blanks in a design.
- Principle of proximity : related elements are usually placed closer together, so as the other way around.
- Principle of figure/ground : objects are perceived as being in the foreground or the background.
- Law of symmetry & order : elements that are symmetrical to each other tend to be perceived as one group than objects that are not symmetrical.
Contrast is the two strongly different elements. Contrast can
provide visual interest, emphasise a point, and express content.
3. Emphasis
Emphasis is used to create dominance and focus in a design, various
elements can be used to achieve emphasis.
4. Balance
Balance refers to the distribution of visual weight in a work of design. The
visual equilibrium of elements causes the total image to appear balanced and
can be both symmetrical or asymmetrical.
- Symmetrical balance : has equal weight on equal sides, can be horizontal or vertical, arranging elements equally around a point (radial balance), equivalent but not identical forms are arranged around a fulcrum line can result in approximate symmetry.
- Asymmetrical balance : unequal visual weight on the composition, has a dominant side, more dynamic and interesting, offers more visual variety.
- The golden ratio : a mathematical concept that goes indefinitely and can be found everywhere, perceived as the representative of perfect beauty, can be used to bring harmony; balance; and structure.
- Rule of thirds : composition guideline to create a dynamic output, an image is divided evenly into thirds.
5. Repetition
Repetition of elements can create rhythm and pattern. Variety is
essential to keep rhythms exciting and active by enriching surface interest.
6. Movement
The way a design can lead the eye through a composition,
where the objects seems to be moving in a visual image. It comes from
shapes, forms, lines, and curves.
- Hierarchy : is the choreography of content in a composition, it directs the viewers to the most important information first.
- Alignment : is the placement of elements that the edges line up along common rows or columns, creates a sense of unity and cohesion that perceived stability.
Harmony involves the selection of elements that share a common trait and
can be monotony without variety. The elements fit the same theme, style,
mood, or aesthetic.
8. Unity
Unity refers to repetition of particular elements in the design and occurs
when the elements are composed in a certain way where they are
balanced.
9. Scale and Proportion
It's all about size. Scale is the size of one object to another and refers
to the size & dimension of figures and forms. Scale can be determined by
actual measurement or visual estimates based on comparison. Proportion is
the size of parts of an object in relation to other parts of the same
object. Proportion can be harmonious when a correct relationship
exists.
10. Symbol
A sign, shape, or object that is used to represent something. Symbols can be
used to provide information, equivalent to one or more sentences
of texts, or a whole story.
Types of symbols :
- Pictorial symbols : image related and simplified pictures
- Abstract symbols : less detailed objects that they represent
- Arbitrary symbols : no resemblance to the thing they represent at all, we have to learn arbitrary symbols
Imagery is important in design and choosing an image that is suitable and
relevant is important. Choosing the right words for the image is also very
important to deepen the meaning of the design.
INSTRUCTIONS
TASK
Examples :
1. Gestalt Theory
- Principle of similarity : Fig 1.1.1 shows how the human eye perceives the sunflowers as one whole group even though the shades and sizes are different. But because of how similar they look, the viewers see them as a whole group instead of individual elements.
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| Fig 1.1.1 https://pin.it/5jlxE6MZ9 (11/02/2026) |
- Principle of continuation : Fig 1.1.2 is an illustration that has a spiral shape where the human eye tends to follow the shape around, creating a flow in the illustration.
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| Fig 1.1.2 "出不精" by @avogado6 on X (2025) Source (11/02/2026) |
- Principle of closure : Fig 1.1.3 shows an example of principle of closure because I can still make up the word "Romance" from the illustration even though they are covered by the character's head.
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| Fig 1.1.3 https://pin.it/2MoWRmGwq (11/02/2026) |
- Principle of proximity : Fig 1.1.4 shows an illustration where each characters has a gap where it represents the relationship of the characters. Where there are 2 girls on the front that has a gap with the 2 guys on the back, same goes to the characters in the back that show how close they are to each other compared to the guy.
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| Fig 1.1.4 https://pin.it/75aCYMhEJ (11/02/2026) |
- Principle of figure/ground : Fig 1.1.5 shows an apple core, but if you look closely, there are 2 heads on the sides. It depends on where the viewers focus on, each person will see 2 different things.
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| Fig 1.1.5 https://pin.it/4xFWZxMpt (11/02/2026) |
- Law of symmetry & order : Fig 1.1.6 shows an example of symmetry where the image can be split equally down in the middle. It shows the same girls but in different colours and some different elements only.
Fig 1.1.6 https://pin.it/6jruQFFfi (11/02/2026)
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| Fig 1.1.7 https://pin.it/7Gfrd04OU (11/02/2026) |
3. Emphasis : Fig 1.1.8 shows a good example of emphasis because the glowing star on the eye creates a main focus on the illustration and the viewers are more likely to focus on the eye.
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| Fig 1.1.8 https://pin.it/6l3KN37ee (11/02/2026) |
4. Balance
- Symmetrical balance : The illustration bellow shows a great example of symmetrical balance because it shows that the characters in the illustration are equally positioned which results in a perfect balance in the painting. The amount star elements are also perfectly balanced to create a good symmetry.
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| Fig 1.1.9 https://pin.it/qLXPJjNCA (11/02/2026) |
Fig 1.1.10 shows an example of radial balance because all the branches and clouds are going back to the main point/centre which is the moon.
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| Fig 1.1.10 https://pin.it/1zmfVQyxB (11/02/2026) |
- Asymmetrical balance : Fig 1.1.11 shows an example of asymmetrical due to the character being positioned on the top left corner and the only thing on the bottom right is the heart that had been pierced by the blade. The left corner is more full (the element is bigger) compared to the rest.
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| Fig 1.1.11 "Pierced" by @FutarinoTaiyou on X (2021) Source (11/02/2026) |
- The Golden Ratio : the artist for the illustration bellow uses the golden ratio to make the pose for the character. With the guide, the artists was able to create a dynamic pose for the character.
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| Fig 1.1.12 https://pin.it/2PgNGFSb7 (11/02/2026) |
- Rule of Thirds : Fig 1.1.13 shows a sketch that uses rule of thirds by positioning the characters on the guide line and placing the house on the connected lines on the bottom left.
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| Fig 1.1.13 https://pin.it/7s2aGx6OK (11/02/2026) |
5. Repetition : Fig 1.1.14 shows the repetition of koi fishes in the illustration and it creates a rhythm to the illustration.
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| Fig 1.1.14 "水流" by @avogado6 on X (2025) Source (11/02/2026) |
6. Movement : the way the schedule is illustrated makes the eyes follow it to the end, creating a moving pattern. It also shows that the character has moved from the back to where it is positioned now.
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| Fig 1.1.15 "Grief Button" by @FutarinoTaiyou on X (2022) Source (11/02/2026) |
7. Harmony & Unity : Fig 1.1.16 shows great harmony and unity due to the similar shades of blue and purple used in the illustration and that it every element stays on theme (ocean theme). The fishes are also placed in a way that makes it well balanced.
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| Fig 1.1.16 https://pin.it/73e2sjg8Q (11/02/2026) |
8. Symbol
- Pictorial symbols : the illustration bellow can explain the situation of the character very well. It represents how tired the character is by making them dripping from the table.
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| Fig 1.1.17 "モチベドロドロ" by @avogado6 on X (2025) Source (11/02/2026) |
- Abstract symbols : the illustration bellow has a message logo on the phone which is one of the examples of abstract symbols. The message logo is usually just a picture of a mail.
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| Fig 1.1.18 https://pin.it/40g5vN0c7 (11/02/2026) |
- Arbitrary symbols : 404 is a symbol that some people have to learn to understand the true meaning to it because not everybody knows what it means.
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| Fig 1.1.19 https://pin.it/1PaFiP4Zp (11/02/2036) |
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| Fig 1.1.20 https://pin.it/6BigqEjYN (11/02/2026) |
Chosen Artwork :
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| Fig 2.1 Chosen Artwork (14/02/2026) |
Title : エルフ • ELF 🦚
Artist : Erica (@Ericathw_ on X)
Medium : Digital Art
Date : 10 May 2025
Size : 2136 x 4096 px
Credits : Twitter Link
The Reason Why I Choose The Artwork :
I chose this artwork as my design reference for this task because I have always loved character designs that are inspired by animals, especially reptiles and birds. This artwork references the peacock, from the colour palettes, feathers, and designs. I have always loved the artist's artworks and this one is my favourite art ever. I like the way the artist uses colours in their artwork because it adds to the dark and gloomy mood. The feather detail as the background and the eye that has the same colour palette as a peacock adds such good details to the drawing.
I also love the messy rendering style that the artist has because it adds so much volume and details to the drawing. The way they play with the lighting also adds more depth to the character. The composition of this artwork is quite simple because the character is placed in the middle so the viewer's eyes are immediately focused on the face of the character. This artist has always been one of my inspirations when creating art myself. This artist is also inspired by the song 'Elf' by Ado.
(188 words)
Design Principles :
From what I observed, this artwork has a quite a few design principles. This design has repetitions especially on the feathers both the background and the feathers on the character itself. Harmony is also easily spotted in this artwork, with the similar colour palette and setting of the mood. The white, subtle blues, and greens has the same hues and values which makes the artwork harmonious. It also shows principle of similarity for the peacock feathers behind the character. The unity is also very visible in this artwork, again with the feathers on the character. It also has a balance on it due to the character being placed on the centre of the canvas and the elements are displayed equally.
FEEDBACK
Week 2 :
General Feedback : do not use the same examples as the lectures/slides and make sure that the examples are the same theme as the type of artwork that will be created. Update the lecturer on the progress done that day.
Week 4 :
Specific Feedback : Mr Sylvain said he likes the direction, choice of artworks, and the explanations are on point and straightforward.
REFLECTION
The first task for this module is still not hard because it's just to test if we understand the 11 design principles. It also helps us to analyse an artwork of our own choice. Overall, the first task is still quite easy to do and understand. This module can also help us to learn the importance of applying design principles in an artwork/design.
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