TASK 1: EXPLORATION
3/2/2025（Week 1-3)
PAN RUINING (0378138)
Design Principles / Bachelor of Design (Honours) in Creative Media
Task 1: Exploration
CONTENT LIST
· LECTURE
INSTRUCTIONS
LECTURE
[ Lecture 0 / Intro to Elements & Principles of Design ]
ELEMENTS OF DESIGN:
·POINT – A point is
the fundamental element of any design. When carefully repeated, it creates
unique and visually interesting patterns.
·LINE - A line is formed by connecting two or more points in space or by
repeating points in sequence. Lines can be horizontal, vertical,
diagonal or curved. By combining different types of lines, we can create
shapes, textures and patterns.
·SHAPE - Lines connect to form closed two-dimensional figures, thus forming
shapes. There are two types of shapes: geometric and organic. Geometric
shapes are precise and rigid, while organic shapes are more irregular and
present a relaxed and natural appearance.
·FORM - Forms are three-dimensional versions of shapes, giving them volume and
mass.
·TEXTURE - Texture gives a design unique character and personality. It helps the viewer
visualize the feel of a surface, such as rough, smooth or wavy. By adding
texture, a design becomes more visually appealing and enhances the sensory
experience.
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·SPACE - White space or negative space is a blank area in a
design. It improves hierarchy, organization and communication. When used
properly, it enhances readability, balance and focus, making a design more
cohesive and attractive.
·COLOR - Color is the way the human eye perceives reflected
light. It sets the tone, depth, perspective and emotion of a design based
on color theory and the color wheel. Artists and designers use color to
add meaning and definition to their work.
PRINCIPLES OF DESIGN：
- Contrast, Balance, Emphasis, Rule of Third, Repetition/Pattern/Rhythm,
Movement, Hierarchy, Alignment, Harmony, Unity, Proportion.
[ Lecture 1 / Contrast & Gestalt Theory ]
·CONTRAST- Contrast is the combination of elements that are very different from each
other. Contrast creates a strong visual impact, adds visual interest, and
reinforces the desired theme and content.
·GESTALT THEORY - Gestalt theory relates to our thinking and visual perception, explaining how
we group similar elements, recognize patterns, and simplify complex images.
Originally derived from psychology, the theory has since been applied to
design and other fields. Gestalt principles provide valuable guidance for
design and help create visually interesting and aesthetically pleasing work.
·PRINCIPLE OF SIMILARITY - Our brains see elements with the same color, shape, size, or texture as a
whole, even if they are actually separate from each other.
·PRINCIPLE OF CONTINUATION - The human eye naturally moves along paths, lines, or curves in a design
and is more likely to recognize continuous visual elements rather than
scattered, discrete individual elements.
·PRINCIPLE OF CLOSURE - The human eye tends to fill in missing
visual information to form a complete image or shape because we are more
likely to recognize and understand the complete picture.
·PRINCIPLE OF PROXIMITY- In design, in order for readers to access information more quickly,
related elements should be arranged close together, while unrelated
elements should be separated. When elements are in close proximity, the
viewer sees them as a whole or related content, while separated elements
are seen as independent. This principle helps to improve the logic and
readability of the layout.
·PRINCIPLE OF FIGURE/GROUND - The human eye naturally distinguishes between foreground and background,
thus enhancing the sense of hierarchy. The foreground element usually
becomes the focus of vision, while the background element serves as a
backdrop.
·LAW OF SYMMETRY & ORDER - The human eye is more inclined to see symmetrical elements as a whole
rather than as separate parts. Symmetry brings a natural sense of balance
and order, making visual information more intuitive and easier to
understand.
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[ Lecture 2 / Balance & Emphasis ]
·BALANCE - Balance makes an image more harmonious and stable, and visual balance
can be achieved through symmetry or asymmetry.
1. Symmetrical balance - The image is axially symmetric and the viewer's eyes naturally focus on
the axis of symmetry. There are three main types of symmetry: bilateral
symmetry, radial symmetry, and approximate symmetry.
2. Asymmetrical balance - Visual weights are not exactly equal, but contrast and symmetry can be
created through dynamic composition. Color contrast and brightness
variations can also affect the overall visual weight, and with
adjustments, images can be balanced. Asymmetrical balance can add more
energy and interest to an image.
·GOLDEN RATIO - The Golden Ratio has long been used as a standard for creating visual
balance and is widely used in architecture and painting to bring harmony
and balance to works of art.
·EMPHASIS - In design, the key is to establish a visual focal point that becomes the
dominant element of the image.
[ Lecture 3 / Repetition & Movement ]
·REPETITION - By using elements over and over again, repetition creates patterns and
rhythms in a design that energize the work. It draws the viewer's
attention, enhances the consistency and coherence of the design, and
makes it more recognizable and visually appealing.
·ALIGNMENT - Alignment primarily refers to the way elements in a visual design are
arranged, ensuring that they are aligned along a common edge, center, or
grid. This layout enhances the readability of the work while making the
overall design more coherent and aesthetically pleasing.
[ Lecture 4 / Harmony & Unity ]
·HARMONY - Harmony refers to the use of similar elements in a work to create an
overall sense of unity and coordination. In design, harmony can be
reflected in similar themes, styles or emotional expressions. However,
too much harmony can lead to the work appearing too homogenized and
uninteresting.
·UNITY - It refers to the repetitive use of certain elements, such as colors,
textures or images, to enhance the sense of unity and theme of a piece.
However, there is a difference between unity and harmony, and they serve
different purposes in design. Unity ensures a sense of coherence and
structure in a piece through the repetition of elements, while harmony
focuses on the similarities between elements to make the overall design more
coherent.
·SCALE & PROPORTION - Both are size relationships of elements involved in design. Proportion
refers to the size relationship of one object relative to another, while
scale refers to the proportionate size of parts within the same object.
Proportion can be determined by visual measurement or estimation.
[ Lecture 5 / Symbol, Word & Image ]
1. Graphic symbols: A simplified image that is directly related to a
specific object.
2. Abstract symbols: Able to convey the meaning of the object, but lacking in detail and
presenting a more simplified form.
3. Arbitrary symbols: There is no obvious resemblance to the object
being expressed, and comprehension is required to recognize its
meaning.
·WORD AND IMAGE - Images are a key element of design, and their proper use can help viewers
and readers better understand the design work.
The use of text is also critical, as appropriate fonts and typography can
enhance the hierarchy and visual balance of a design, and with proper text
and image layout, messages can be conveyed more effectively and
communication facilitated.
[ Lecture 6 / Visual Analysis ]
·VISUAL ANALYSIS - Visual analysis is a method of analyzing design that focuses on the
use of visual elements and design principles. It not only describes
and analyzes the visual structure, but also helps to understand the
core ideas and expressive intent that the designer is trying to
convey.
·Three stages of visual analysis：
·Phase 1: Observation
- Look closely at the visual elements and describe them
carefully in your own words.
·Phase 2: Analysis
- Reflect on your observations and make statements about the artwork
based on them.
- Talk about design principles and the impact on the viewer.
- Talk about how our eyes are guided throughout the working
process.
·Phase 3: Interpretation
- Summarize observations and analyses and relate them to the factual and
historical context of the artwork/designer in published sources.
- What is the meaning and purpose of the design?
TASK 1: VISUAL ANALYSIS
Title: The Seer
Artist: Giorgio de Chirico
Year: 1914
Material: Oil on canvas
Size: 100 cm × 81 cm (39.4 in × 31.9 in)
Reasons for choosing the painting：
I chose the painting “The Seer” by Giorgio de Chirico because it is more
than just a painting, it is like a deep reflection on reality. During my
school years, I often felt confused and uncertain about the future, and
this painting conveys this emotion within me. The “prophet” in the
painting is faceless, as if suggesting the unpredictability of fate,
just as I was constantly searching for my own direction as I grew up.
The painting was created in 1914, at the outbreak of the First World
War, when society was full of turmoil and unrest. De Chirico used simple
geometric shapes and a quiet background to express a sense of order, but
the perspective disorganization and surreal light and shadow in the
picture make people feel confused and lost. This sense of contradiction
is especially like our contemporary college students, who seem to have a
planned life on the surface, but are actually full of unknowns and
challenges.
Painting Observation：
Picture: The painting
begins with the sight of a faceless man standing in a square. Mannequins in
tight clothes have become a common motif in Chirico's work; these were originally window models used to display new clothes,
devoid of human feelings or emotions, but the artist gave them life. Then,
from a distance, the perspective looks a little strange with buildings,
arches and long shadows.
Composition：The composition of this painting is divided into foreground, center and
distance views. The figures are located in the foreground, standing
still in an empty square with sculptural features, while in the distance
are deep buildings and arches, creating a sense of visual depth. Through
misplaced perspective, the image takes on an unnatural spatial structure
that enhances the surreal atmosphere.
Color: The strong contrast of light and shadow enhances the mystery of the
image, while the contrast of colors (warm yellow versus cool blue)
accentuates the sense of isolation and unease.
Analysis of the painting：
1. Contrast:
· The contrast between the brightness of the sculpture and the darkness of
the building behind it enhances the surrealistic atmosphere.
·The contrast between the warm yellow and cool blue colors creates a sense
of unease and suggests a dislocation of time and space.
2. Emphasis:
·The sculpture serves as the focal point of the picture, the light shines
on its face, and there is an eye-like pattern on its face to give it a
sense of mystery and unknown identity to attract the viewer to think about
its symbolic meaning.
3. Balance:
·The sculpture on the left side of the picture creates a dynamic balance
with the building and the blackboard on the right side of the picture,
balancing left and right
4. Movement:
·The sculptures and buildings in the picture are static.
5. Harmony & Unity:
· The picture as a whole is blue above and yellow below in color tone.
· The style is visually unified while maintaining a mysterious atmosphere.
6. Alignment:
·The elements of the picture are neatly arranged in perspective to form a
stable composition.
7. Symbolism:
·Through geometric forms, light and shadow, spatial dislocation and
mysterious sculptural figures, this painting creates an atmosphere
that is both orderly and unsettling, reflecting the social upheaval of
the time and philosophical reflections on personal existence.
REFLECTION
In Task 1, we explored essential design principles, which enhanced our
ability to appreciate design works. After analyzing my selected piece, I
became more comfortable using these principles. Understanding and applying
these principles is crucial for creating stronger designs.During tutorial
time, sir suggested me adding graphics to explain each principle and said
the painting I chose is a pure painting. Task 1 focuses on understanding the
principles, and the painting is linked to Tasks 2 and 3, so careful
selection is needed.
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