Design Principles - Task 1

DESIGN PRINCIPLES

WANG ZILONG / 0361141

Bachelor of Design (Hons) in Creative Media 

Design principles - Task 1

Introduction

Visual communication conveys information and emotions through images, colors and design elements. This blog explores its application in games, film and television, brands and other fields, shares design methods and trends, and helps improve visual expression.

Prinicples of design

• Contrast
• Balance
• Emphasis
• Rules of Third
• Repetition/Pattern/Rhythm
• Movement
• Hierarchy
• Alignment
• Harmony
• Unity
• Proportion

Elements of design

• Point
• Line
• Shape
• Form
• Texture
• Space
• Color 

Instruction

Figure1.0: MIB

Task 1

In Task 1, we need to list each of the design elements mentioned in the MIB and select artwork that you think is appropriate to express your understanding of these design elements. We need a clear message about the artwork when uploading pictures.

Contrast

Title of work: The Night Watch

Rembrandt used strong contrasts of light and dark (chiaroscuro) to highlight the characters in the painting, focusing on the captain and the lieutenant, while enhancing the drama and sense of space in the painting.

Figure 1.1: The Night Watch

Emphasis

Title of work: The Scream

Edward Munch used twisted lines, strong color contrasts, and exaggerated figures to make the characters in the painting appear extremely painful, which is more visually impactful against the background of wavy lines.

Figure 1.2: The Scream

Balance

Title of work: The Creation of Adam

In the ceiling painting of the Sistine Chapel, Michelangelo achieved visual balance through the symmetrical composition on both sides of the picture and the coordination of the dynamics of the characters, while strengthening the dramatic moment when God and Adam's fingertips touched.

Figure 1.3: The Creation of Adam

Repetition

Title of the work: Campbell’s Soup Cans

Andy Warhol used the repeated arrangement of soup cans of the same shape, combined with subtle color changes, to create a strong visual rhythm, while reflecting the mass reproduction characteristics of popular culture.

Figure 1.4: Campbell’s Soup Cans

Movement

Title of the work: Nude Descending a Staircase, No. 2

Marcel Duchamp expressed an avant-garde sense of movement by decomposing the dynamics of the characters, similar to the continuous effect of film frames, breaking the inherent form of traditional static painting.

Figure 1.5: Nude Descending a Staircase

Harmony and unity

Title of the work: Primavera

Botticelli used soft tones, the smooth postures of the characters, and the overall coordination of the natural scenery in the picture, making the whole work full of harmonious beauty and reflecting the elegant style of the Renaissance.

Figure 1.6: Spring

Symbols

Title of work: Guernica

Picasso used fragmented Cubism style and symbolic elements such as horses, cows, and crying mothers in his works to express the cruelty of war and human suffering.

Figure 1.7: Guernica

Text and image

Title of work: HOPE

Shepard Fairey's Obama HOPE poster combines a flat portrait design with a large area of ​​color blocks and incorporates simple fonts, making the image and text form a visual unity and enhancing the propaganda effect.

Figure 1.8: HOPE

These works of art well illustrate the application of Gestalt theory in visual communication, allowing viewers to automatically integrate information during the perception process, thereby achieving a strong visual experience.

Visual communication guides the line of sight through contrast and emphasis, making the core information more prominent, such as light and shadow and color contrast to enhance visual impact. Balance and unity ensure the stability of the picture, strengthen brand recognition and information clarity. Repetition and movement create a sense of rhythm, guide visual flow, and improve dynamic expression. The combination of symbols and text improves communication efficiency, making information both intuitive and rich in layers. These principles work together to make character design, brand promotion, etc. more immersive and recognizable, which is particularly critical in the fields of games, film and television.

Feedback