Design Principles-Task 01: Exploration

Design Principles-Task 01: Exploration

05/02/2026 - 27/02/2026 (Week 1 - Week 4)

Zhao Jie, 0387076

Design Principles

Task 1

TABLE OF CONTENTS

1. Instructions
2. Lecture note
3. Exploration
4. Selected design
5. Explanation For Selecting The Work
6. Feedback
7. Reflection

1.Instruction

2.Lecture Notes

Lecture 0 – Elements

Visual communication means using design to send meaningful messages to a target audience. That’s why understanding the basic design elements is very important.

  • Elements of Design:Elements of design are the basic parts that make up a design.They are like the individual “building blocks” of an artwork.
  • Principles of Design:Principles of design are about how we organize and arrange the elements.They are the rules or guidelines that help us arrange elements properly.

1. Point
A point (or dot) is the simplest design element.It can appear by itself, be repeated many times, or connect to form a line.

2. Line
A line is a very flexible and changeable element.It can look still or dynamic.Lines can:Show direction/Define boundaries and space/Express light, shadow, and volume/Show emotions/Create shapes/Form textures

3. Shape
Shapes are made from lines.A shape can stand out from its background through differences in value, colour, or texture.There are two main types of shapes:
  • Geometric shapes: precise and regular shapes like circles, squares, and triangles.
  • Organic shapes: irregular and curved shapes that look more natural and free.
4. Form

In design:A 2D area is called a shape.A 3D area is called a form.When a form encloses space, the space inside is called volume.Form is very important in three-dimensional artworks.In 2D design, form can also be shown by using light, shadow, and colour differences to create a 3D effect.

5. Texture

Texture refers to how a surface feels or looks like it feels.It can be seen or touched.There are two types of texture:
  • Actual texture: real texture that can be touched, such as leaves or relief surfaces.
  • Simulated (implied) texture: looks like real texture but cannot be touched. It only creates avisual effect, like pencil drawings that look rough.
6. Space

In 2D design, space is defined by edges, height, and width.
Space can also be understood as the balance of rhythm and area in a design, including the empty areas (white space).

In 3D space, we experience it physically.
We understand space based on our position compared to people, objects, surfaces, and empty areas around us.From the outside, we experience mass.From the inside, we experience volume.

In architecture, mass and volume are experienced physically.In graphic design, they refer to the space occupied by shapes or forms.Good use of space can Highlight important information/Create depth in a 2D composition.

7. Colour

Hue:Hue refers to the colour in the spectrum (like red, blue, green).

Value:Value refers to how light or dark a colour is, from white through grey to black.
Black and white are important because they change the lightness and darkness of a colour.

Intensity:Also called saturation or chroma.It refers to how pure or strong a colour is.The higher the saturation, the brighter and more eye-catching the colour looks.

A group of colours that creates a special sense of harmony is called a colour scheme.
  • Analogous colours: colours that are next to each other on the colour wheel (for example red–orange or blue–purple).
  • Complementary colours: colours that are opposite each other on the colour wheel (for example blue–orange or red–green).

Lecture 1 : Contrast and Gestalt Theory

In this lecture, we focused on contrast and Gestalt theory, and how they influence the way people see and understand design.

Contrast

Contrast is the juxtaposition of strongly dissimilar elements. It is often used to grab attention and create a focal point. We can see contrast in many creative fields like photography, graphic design, and interior design.When elements are very different — for example in color, light and dark, size, or shape — they stand out more clearly. Contrast helps highlight the main idea and makes the design more visually powerful.Without contrast, a design may look flat. With strong contrast, the viewer immediately knows where to look.

Gestalt Theory

Gestalt theory explains how the human brain is wired to recognise patterns and simplify complex images. When we look at objects, we do not see separate parts first — we see a single united form.It shows how complex scenes can be simplified. This means design is not just about elements themselves, but about how people perceive them as a whole.

Principle of Similarity

The eye naturally groups similar elements together, even if they are apart.The brain automatically connects things that look alike.For example, bold text is grouped as important information, while normal text is seen as another group.

Principle of Continuation

The human eye naturally tracks lines and curves and prefers a smooth visual flow.When elements are aligned in a row or column, our eyes follow them in order.This creates movement and makes the layout easier to read.

Principle of Closure

The eye prefers to see complete shapes.When parts are missing, we mentally fill in the gaps to see a whole form.Many logos use negative space, where shapes are not fully drawn but still clearly understood.

Principle of Proximity

Proximity means placing related elements close together and keeping unrelated ones apart.When items are near each other, we see them as connected.This makes layouts clearer and more organised.

Principle of Figure/Ground

Objects are seen as either foreground or background.Some elements stand out, while others fade behind.Clear figure-ground contrast helps viewers understand what is most important.

Principle of Symmetry & Order

Symmetrical elements are naturally seen as unified.Objects with symmetry are more likely to be grouped together.Symmetry creates order, balance, and visual harmony.

Lecture 2 : Balance & Emphasis

In this lecture, we learned about balance and emphasis, and how they help create stability and focus in a design.

Balance

Balance is the distribution of visual weight in a design that creates visual equilibrium. When balance is achieved, the design feels stable and comfortable to look at.Balance can be symmetrical or asymmetrical.

Symmetrical Balance

Symmetrical balance feels stable, formal, and organised.Symmetrical balance has the same weight on equal sides of a centrally placed fulcrum. This can be horizontal or vertical.Radial balance happens when elements are arranged equally around a central point. Approximate symmetry is when forms are not identical but still visually equivalent around the center line.

Asymmetrical Balance

Asymmetrical balance has unequal visual weight on each side of a composition. Usually, one side contains a dominant element, while the other side has smaller focal points to balance it.It offers more visual variety and looks more dynamic, but it is more difficult to achieve.

The Golden Ratio

The Golden Ratio is a mathematical concept that comes from the Fibonacci sequence. It appears naturally in many places.It is considered a representation of perfect beauty and is used as a guide to create visual balance in architecture and paintings. Designers use it to bring harmony, balance, and structure to a composition.

Rule of Thirds

The Rule of Thirds is a composition guideline that divides an image into thirds both horizontally and vertically.The subject is placed at the intersection points of these lines. This creates more dynamism and makes the design less static.

Emphasis

Emphasis is used to create dominance and focus in a design.It can be achieved by using colour, shapes, or value (light and dark). Emphasis helps direct attention to the most important part of the design.

Lecture 3 : Repetition & Movement

In this lecture, we focused on repetition, movement, hierarchy, and alignment. These principles are mainly about how a design feels active and how viewers move through it.

Repetition

Repetition means using similar elements again and again in a design. When elements are repeated, they create pattern and rhythm. This makes the design feel more alive instead of static.Repetition keeps the viewer engaged and involved in the composition. However, if everything is repeated in the exact same way, it can become boring. That’s why variety is important. Changing colour, size, or shape slightly helps create contrast and keeps the rhythm exciting and dynamic.

Movement

Movement is about how the viewer’s eyes travel through a design. It is the path our eyes follow when looking at a composition.Movement happens when objects seem to be moving visually. This can be created through shapes, forms, lines, or curves. Curved lines may guide the eyes smoothly, while diagonal lines can create stronger motion.Good movement leads the viewer in, around, and through the whole design. It makes the composition feel active instead of flat.

Hierarchy

Hierarchy is the arrangement of elements based on importance. It helps communicate information clearly.In any design, we usually want the viewer to see one thing first. That main element is often bigger, bolder, or more eye-catching. Secondary information is smaller or less dominant.Hierarchy is like the choreography of content. It directs viewers to the most important information first and then guides them through the rest.

Alignment

Alignment is about arranging elements so that their edges line up along rows, columns, or an axis.When elements are properly aligned, the design feels organised, stable, and cohesive. Alignment creates unity and harmony in a composition.It also guides the viewer’s eyes naturally across the layout. Good alignment makes a design look clean and professional.

Lecture 4 : Harmony & Unity

In this lecture, we learned about harmony, unity, scale, and proportion. These principles are related to how elements work together and how size relationships affect a design.

Harmony

Harmony is about selecting elements that share a common trait, such as colour, shape, or style. When elements are similar in some way, they naturally fit together.Harmony makes the design feel consistent and smooth. However, if there is too much similarity without any variation, the design can become monotonous.

Unity

Unity refers to the repetition of particular elements, such as colours, shapes, or materials.It gives a sense of oneness and makes the whole design feel connected as a single theme. Unity creates visual balance and prevents the composition from feeling fragmented.When unity is achieved, all elements seem to belong together.

Scale

Scale is about the size of one object compared to another object.Large elements attract more attention, while smaller ones feel less dominant. Changing scale can create emphasis or contrast.

Proportion

Proportion refers to the relationship between parts of the same object.It is about how the size, colour, quantity, or degree of one part compares to another part within the same design.Good proportion makes a design feel natural and balanced. Poor proportion can make something look awkward or unrealistic.

Lecture 5 :  Symbol, Word & Image

In this lecture, we learned about symbols, words, and images, and how they work together in design.

Symbol

A symbol is a sign, shape, or object that represents something else. It is used to convey information or meaning.There are two main forms of representation: visuals and graphic symbols. Graphic symbols can be divided into three types:

  • Pictorial symbols – simplified pictures that are directly related to real objects.
  • Abstract symbols – less detailed versions of objects. They simplify the original form.
  • Arbitrary symbols – symbols that do not look like the object at all. Their meaning is learned or agreed upon.

Choosing the right type of symbol depends on the purpose of the design. The clearer and more suitable the symbol is, the easier it is for people to understand.

Word & Image

Images are a vital part of both printed and digital design. Using suitable and relevant images helps strengthen the message.Words must match the image carefully. The relationship between text and image can deepen the meaning of the design. If the words and image do not match, the message becomes confusing.Typeface choice and strategic positioning are also important. By adjusting font style, size, and placement, designers can create hierarchy, balance, and clarity.

3.Exploration

• Contrast

Contrast means putting different elements together in a design.When we use contrast correctly, it can make the design more interesting. It can help show the message clearly. It can also make the layout clearer and easier to read. Contrast helps guide the viewer to focus on the most important part of the design.Contrast can be shown in many ways. For example, it can be shown through color differences, such as high and low saturation, light and dark, or complementary colors. It can also be shown through sharp and blurred areas, or different shapes.

Contrast, Week 2
https://www.pinterest.com/pin/35747390784920018/

This design uses strong color contrast. The bright red background and the white Coke bottle create a clear difference. This makes the bottle stand out more.It also uses size contrast. The bottle in the center is bigger, and the bottles on both sides become smaller. This creates a sense of space. It also makes the viewer look at the center bottle first.There is a large empty space at the top. This empty space is different from the text at the bottom. So it also creates a contrast between empty and filled areas.


• Gestalt theory

People tend to group the elements they see into an organized whole. This process is called Gestalt theory. It includes the following principles:

1.Similarity:

Similarity means that when similar elements are placed together, people will see them as one group.When they appear together, they create a clear visual effect. They also help viewers quickly understand that these elements belong to the same category.

2.Continuation

Continuation means we naturally see things as a continuous whole, not as separate pieces.Even if there are gaps in the middle, our brain will connect the broken parts. So elements that follow a straight line or a curve are seen as one group.In design, we can use this to guide the viewer’s eyes and control the order and direction they look at things.

3.Clousure

Closure means people tend to see incomplete shapes as complete ones. When we see something that is not finished, the brain will fill in the missing parts by itself.For example, if a circle has a few gaps, people will still see it as a full circle, not as several separate curved lines.

4.Proximity

Proximity means that elements placed close to each other are seen as one group.For example, in web design, buttons with similar functions can be placed closer together. This makes the layout clearer and helps users quickly see that they belong to the same category.

5.Figure / Ground

Figure / ground means our eyes can tell the main object and the background.In an image, some parts are seen as the figure, and some parts are seen as the ground. This can change depending on how the design is arranged.We can use this to create interesting visual effects. It can show what is more important and what is less important. It can also create double meanings in the image.

6.Symmetry&Order

Symmetry means elements are balanced on both sides. Symmetrical elements are easier to see as one whole.Symmetry also gives a feeling of balance and stability. In design, symmetry is often used to create order and beauty.


Gestalt theory, Week 2

This poster uses several Gestalt principles. So the poster looks simple but strong. It also has rhythm and strong visual impact.First is Symmetry. The shapes on the left and right are placed along the center line. They are mirrored on both sides. This makes the layout stable and ordered.Next are Similarity, Continuation, and Closure. All the shapes have the same color. They are repeated in curved lines. The shapes do not show a complete outline, but the brain fills in the missing parts. So we see them as one whole, not as separate pieces.Last is Figure-Ground. The black shapes and the white background create strong contrast. Our eyes can quickly see what is the main part and what is the background. This makes the figure and ground clearly separated.


• Emphasis

Emphasis means using color, shape, light and dark, or other ways to highlight the main part of a design.It helps attract people’s attention and makes the most important part stand out.

Emphasis, Week 2
https://www.pinterest.com/pin/34269647160364782/

This image clearly demonstrates the principle of emphasis.The white spiral shell in the center stands out strongly against the dark grey stones. The designer uses contrast in color and brightness to highlight the main subject. Because the shell is much lighter than the surrounding stones, it immediately attracts the viewer’s attention.


• Balance

I understand balance as the visual proportion of elements in a design. When balance is used well, the design feels stable and right. It also makes the viewer feel comfortable.

Symmetrical balance — Elements are placed evenly on both sides of a center line.
Asymmetrical balance — There is no center line. The elements are balanced by their size and visual weight.

Balance, Week 2
https://www.pinterest.com/pin/3237030958921912/

The Design is Asymmetrical balance.In this playing card design, the main character in the center is shown in a red diamond shape. The shape is horizontally symmetrical, so it creates a comfortable visual balance.At the same time, the two “A” letters are placed in opposite corners. The character is placed in the center of the layout. This also makes the composition feel balanced.


• Repetition

Repetition means using similar visual elements again and again in one design. This creates unity and rhythm.It can make the design more eye-catching. It can also make the layout more interesting and lively.


Repetition, Week 2
https://wahooart.com/en/art/andy-warhol-marilyn-diptych-AE3MB9-en/

In this design, the same portrait is repeated in a 3×3 grid. This repetition creates unity and rhythm.The repeated images make the work more eye-catching. At the same time, different color combinations make the design more lively and full of energy.


• Movement

Movement can guide the viewer’s eyes. It controls the order and direction of viewing.It can also make elements look like they are moving. This can be done by using lines and shapes.


This poster shows three moments of a person running. They are placed side by side, like stop-motion frames.When people look at it, they will imagine the person is running. This matches the theme of the poster.


• Harmony & Unity

Harmony and unity mean that all the elements in a design look like one whole. They should look connected, not like separate and unrelated parts.When a design has harmony and unity, it looks balanced and coordinated.To achieve this, we can use similar elements, consistent colors, such as the same color tone or brightness, and similar textures.


Harmony & Unity, Week 2
https://www.pinterest.com/pin/281543725733884/

This illustration mainly uses a green color tone, creating a calm and natural feeling. It also clearly shows repetition, contrast, movement, and emphasis.
 
Repetition appears in the repeated lotus leaf shapes across the composition. The circular forms and thin white water lines are repeated, creating rhythm and visual flow.Contrast can be seen in the differences in size and brightness of the leaves. Some are larger and lighter, while others are smaller and darker, creating depth. The strongest contrast is between the green background and the small orange-red fish.
Movement is created by the curved water lines that guide the viewer’s eyes through the image, leading toward the fish at the bottom right.Emphasis is placed on the koi fish. Although it is small, its bright color makes it stand out clearly from the green surroundings.

These choices create a harmonious effect. The image looks calm and comfortable to the viewer.


• Symbol

A symbol is a sign that stands for something. It is used to show an idea or give information.In design, graphic symbols are used most often. They can be divided into three types: pictorial symbols, abstract symbols, and arbitrary symbols. We should choose the type based on the purpose.The shape and elements of a designed icon should clearly show the idea it represents. Using symbols that most people already understand can make the icon easier to read. It also helps users understand the meaning more quickly.
The WWF logo is a pictorial symbol. The panda image is easy to recognize. It also makes people think of wildlife protection right away, which matches the theme of WWF.The design is simple and easy to remember. It is also easy to share and use.


• Word and Image

In design, words and images can follow the principles mentioned above.The text can interact with the image. This helps show the meaning more clearly and helps the viewer understand it better.


Word & Image, Week 2
https://www.pinterest.com/pin/211174975851967/

In this poster, the text and the image work well together. The title “Red Room” is shown in large red letters. The main object in the photo, the house, is also red. The color matches the content, so the theme is clearer.The title and the image overlap in some parts. This makes the flat poster look more three-dimensional. It also adds rhythm and makes the design more interesting.

4.Selected Design

https://wahooart.com/en/art/andy-warhol-marilyn-diptych-AE3MB9-en/

Marilyn Monroe (1967 Portfolio)

Artist: Andy Warhol
Subject: Marilyn Monroe

• Year: 1967
• Medium: Screenprint on paper
• Size: Each print is 91.5 × 91.5 cm (36 × 36 in)
• Quantity: 10 different color versions
• Edition: 250 prints for each color (plus a small number of artist proofs)
• Publisher: Factory Additions, New York
• Image source: A promotional photo from the 1953 film Niagara

5.Explanation for Selecting The Work

I chose Andy Warhol’s Marilyn Monroe (1967 Portfolio) for analysis.This series is very famous and widely known. A few years ago, my friend gave me some products with this image. I really liked the strong color combinations and the energetic feeling.

When I learned about the concept of repetition, this artwork came to my mind right away. It is a well-known work of Pop Art. I think this artwork clearly shows many design principles we learned in class. The repeated image, strong color contrast, and simple but balanced layout make it very suitable for design analysis.

6.Feedback

Week 1 – Week 2

I watched all the lecture videos and organised my learning notes. Based on what I learned, I started building my blog and documenting my understanding of design principles.

Week 3

At the beginning, I chose many oil paintings as examples for the principles. But from Mr. Max’s feedback, I learned that oil paintings have too many elements. The principles I wanted to explain were not clear enough. It was hard to show them clearly and describe them well. So I gave up many images.

The explanation of Gestalt theory was quite difficult for me. At first, I wanted to find one example for each of the six categories. But I found that some concepts, like proximity, are rarely the main focus in a work. So I changed my direction. I tried to find one artwork that shows several Gestalt principles at the same time. During this process, I talked with Mr. Max many times. Finally, I found a work that includes more of these concepts.

For harmony and unity, my understanding was too subjective at first. Many times, I only noticed the problems in my chosen works after Mr. Max’s feedback. For example, some layouts had empty areas, or too many colors without unity. While correcting these problems, I slowly gained a clearer understanding of this concept.

7.Reflection

I think Task 1 is very helpful for my future design study.In this task, I learned the basic ideas of different design principles. When I searched for examples for each principle, I did not only understand them in theory. I also saw how they are used in real designs.Because of this, I understand these concepts better now. In my future design work, I will try to use these principles more consciously.

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