Task 1 (Exploration)
Week 1 - Week 3
JUMP LINKS
LECTURES
Visual Communication is about utilizing design to convey purposeful messages to a target audience. As such, the design must be well thought-out and executed. To achieve effective communication through design, it is important to learn about and apply the elements and principles of design. Elements of design (Individual ‘building blocks’) includes point, line, shape, form, texture, space and color while principles of design (Organizational fundamentals that resulted from or guides the arrangement of the elements) includes contrast, balance, emphasis, rules of third, repetition, movement, hierarchy, alignment, harmony, unity, and proportion.
- Point : is the simplest element of design, used as a repetitive mark forms a line, as it moves in space, other two and three dimensional figures and forms are created.
- Line : can be active or static, aggressive or passive, sensual or mechanical, can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion. Lines can also be grouped to depict qualities of light and shadow and to form patterns and textures.
- Shapes : refers to the expanse within the outline of two-dimensional area or within the three-dimensional object, becomes visible when a line or lines enclose an area or when an apparent change in value, color or texture sets an area apart from its surroundings. Two general category of shapes are geometric (circles, squares) and organic (irregular, often curving or rounded)
- Form : is a three-dimensional area, when from encloses space, the space is called volume.
- Texture : refers to the tactile qualities of surfaces or to the visual representation of those qualities, all surfaces have textures that can be experienced by touching or through visual suggestion, texture can be divided to two categories, which is actual (experienced by touch) and simulated or implied (created to look like the real texture).
- Space : the indefinable, general receptacle of all things, the seemingly empty space around us. In drawings or prints, we see the space of the surface all at once. The actual space of each picture’s surface is defined by its edges, yet, within these limited boundaries, an infinite number of spatial qualities can be implied. In the three-dimensional space, from the outside, we experience mass, and from the inside, we experience volume.
- Color : visual byproduct of the spectrum of light as it is either transmitted through a transparent medium, or as it is absorbed and reflected off a surface. This is the light wavelengths that the human eye receives and processes from a reflected source. Value refers to the lightness or darkness from white through grey to black. Intensity (Saturation/Chroma) refers to the purity of a hue. A pure hue is the most intense form of a given color, it is the hue in its highest saturation in its brightest form. Color schemes are color groupings that provide distinct color harmonies.
- Principle of Similarity; the human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated. When items, objects or elements share superficial characteristics, we perceive them as grouped. We can see the similarity principle in branding and design system guidelines.
- Principle of Continuation; the human eye follows the paths, lines, and curves of a design and prefers to see a continuous flow of visual elements rather than separated objects. The human eye continues to follow the path even if an obstacle hides it or its flow is "broken" by interlinking or bisecting visual elements.
- Principle of Closure; the human eye prefers to see complete shapes. If the visual elements are not complete, the user can perceive a complete shape by filling in missing visual information.
- Principle of Proximity; the process of ensuring related design elements are placed together. Any unrelated items, should be spaced apart. Close proximity indicates that items are connected or have a relationship to each other and become one visual unit which helps to organize or give structure to a layout.
- Principle of figure/ground; objects are instinctively perceived as being either in the foreground or the background. They either stand out prominently in the front or recede into the back.
- Law of symmetry & order; Humans tend to see visual elements as grouped when they are arranged symmetrically. The natural world is filled with symmetry (or near symmetry), and our brains tend to favor symmetrical forms. Grid systems that evenly divide the space help designers implement symmetry and order in user interfaces.
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| figure 1.1 Gestalt Principles |
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| figure 1.2 Contrast |
3. Balance
Refers to the distribution of visual weight in a work of design. It is the visual equilibrium of the elements that causes the total image to appear balanced.
- Symmetrical Balance : has equal ‘weight’ on equal sides.
- Asymmetrical Balance : uneven visual weight distributed over the composition's sides. A strong element on one side of the composition may be counterbalanced by one or more smaller focus points on the other side. more captivating and lively. Although asymmetrical balance can be more challenging to establish due to the intricate interactions between the pieces, it gives greater visual variation.
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| figure 1.3 Balance |
The golden ratio (phi) : One tool for composition is the golden spiral. It is also referred to as the golden ratio or the Fibonacci spiral. Every natural object has a golden spiral in it. The mathematical formula for it is A ÷ B = (A + B) ÷ A = 1.61803398875. It has the ratio 1:1.618 in abbreviated form. Classic painters were the first to use this strategy, as they were with many other compositional strategies. The golden ratio is one technique to balance your image, and we like photos that have a sense of harmony. It consistently guides the viewer's gaze in a well-balanced circle around your image. (https://expertphotography.com/golden-ratio-vs-rule-of-thirds/)
Rule of Thirds : A composition guideline to create more dynamism to a work. An image is divided evenly into thirds, both horizontally and vertically, the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.
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| figure 1.4 Rules of thirds and Golden ratio |
4. Emphasis and dominance
Emphasis is used to create dominance and focus in a design work. Various elements can be used to create emphasis, such as color, shapes or value, to achieve dominance.
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| figure 1.5 Emphasis |
5. Repetition pattern and rhythm
Repetition is the reusing of the same or similar elements throughout the design. Visual elements as a pattern is more to do with visual style or artwork in an overall piece of design work. Some design seek to repeat some aspects of a design throughout a piece of simple or complex work. Repetition is use to create a sense of unity and consistency throughout a design. (Repetition Principle of Design254-online.comhttps://254-online.com › repetition-principle-of-design)
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| figure 1.6 Repetition |
6. Movement
The way a design leads the eye in, around, and through a composition, the path the eye follows. Motion or movement in a visual image occurs when objects seem to be moving in a visual image, it comes from the kinds of shapes, forms, lines, and curves that are used.
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| figure 1.7 Movement |
7. Alignment
Alignment is the placement of elements in a way that edges line up along common rows or columns, or their bodies along a common centre. Alignment creates a sense of unity and cohesion, which contributes to the design’s overall aesthetic and perceived stability. Alignment can also be a powerful means of leading a person through a design.
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| figure 1.8 Alignment |
8. Harmony
Harmony involves the selection of elements that share a common trait. It becomes monotony without variety (about a change or slight difference in elements and objects in composition , to avoid a boring composition, can also involve varying angles, exposure). It is the sense that all of the elements of your design fit together (same theme, aesthetic style or mood).
9. Unity
Unity is about separate parts working together. We can understand it better by thinking about a car. When many parts of a car are working together, it moves. No part of the car, separated from the whole, is capable of providing transportation. When the car functions as it should, the parts are working together in unity. (https://thevirtualinstructor.com/blog/unity-harmony-and-variety-principles-of-art)
10. Scale and Proportion
These are both elements that have to do with size. Scale is the size of one object in relation to the other object in a design, while proportion refers to the size of the parts of an object in relationship to other parts of the same object.
- Scale refers to the size and dimension of figures and forms relative to a specific unit of measure. Scale can be determined in two ways which are actual measurement and visual estimates based on comparison.
- Proportion in art is the relationship of two or more elements in a composition and how they compare to one another with respect to size, color, quantity, degree, setting. The effective use of proportion in design often results in harmony and unity.
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| figure 1.9 Scale and Proportion |
11. Symbol
A sign, shape, or object that is used to represent something else. In design, symbols can provide information, equivalent to one or more sentences of text, or even a whole story. Symbol can be divided into figurative representations and nonfigurative representations. Figurative representations can be divided into visuals and graphic symbols. Graphic symbols can be divided into :
- Pictorial symbols : Image-related and simplified pictures.
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| figure 1.10 Pictorial Symbols |
- Abstract symbols : can look like the objects that they represent but have less details. Used by many brands.
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| figure 1.11 Abstract Symbols |
- Arbitrary symbols : has no resemblance at all to the objects they represent. The symbol is invented with the meaning constructed, many. Based on geometric shapes and colors.
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| figure 1.12 Arbitrary Symbols |
12. Word and Image
Imagery is a vital part of design, be it print or digital. Users and viewers are able to relate to a concept or a brand if the right images are used in a work of design. It is therefore important to use suitable and relevant images when designing. Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Suitable typeface and strategic positioning of the type will result in visual hierarchy and balance in a work of design.
INSTRUCTIONS
DESIGN
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Mother River saves lives, by Alexander Zhang, 2023, 536 kb, ZhangAlexander-11.jpg |
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