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Design Principles: Task 1

2/2/2026 - 1/3/2026 (Week 1 - Week 4)

Choong Yee Leng || 0381980

Design Principles || Bachelor Degree in Creative Media || Taylor’s University 

Task 1: Exploration

TABLE OF CONTENT
1. Lectures
2. Instructions
3. Design principles
4. Design chosen
5. Feedback

LECTURES

Design Elements

Point: 
  • Points are connected to create line. 
  • Shapes or figures will form based on how the points is connected.

Line:
  • Line is created when points are connected. 
  • Lines can be used in different ways (show directions, form shapes, express motions and form patterns.)

Shape: 
  • Shape is formed when lines are connected.
  • 2 -dimensional
  • Texture and patterns are applied on shapes
  • Geometric shapes (like circles, squares and other regular shapes) 
  • Organic shapes (irregular shapes that often appears in free form)
Form:
  • 3-dimensional
  • Formed when shapes are connected
  • Often used in sculpture and architecture
Texture:
  • Used to represent the quality of a surface (rough, soft, smooth, hard, glossy etc.)
  • Actual texture (can be experienced with touch)
  • Simulated texture (only present visually)
Space:
  • Distance between elements
  • Negative spaces (empty space)
  • Positive spaces (space filled with element)
  • In 3D, by overlapping and transiting element, space = depth
Colour:
  • Visible light spectrum with wavelength within 380nm-740nm that human eye can detect
  • Colour = hue
  • Value= lightness/ darkness
  • Tint= pure hue + white
  • Tone= pure hue+ grey
  • Shade= pure hue + black
  • Pure hue has greater intensity/ saturation
  • Monochromatic = same hue with different value, intensity
  • Analogous = same hue base , lie beside each other in colour wheel
  • Complementary = opposite hue in colour wheel

Figure 1.1 design elements, source(https://artpictures.club/autumn-2023.html)

INSTRUCTIONS

Document 2.1 Module assessment Tasks

DESIGN PRINCIPLES

1. Contrast
source (https://pin.it/1rjzassCq)
  • Contrast means difference in elements (eg. colour and values).
    • By creating contrast, point can be emphasized and created visual attraction.
    • By increasing the value of dark and light, contrast can be increased.
  • In this artwork, the contrast is created by using different hue, which blue & cyan is used in the subject while dark green in the background. The artwork also present different colour value, which the lightness of the subject is increased and the background is darken. Therefore, the background colour appears almost black.
  • This artwork act as a good example in contrast when we can focus on the subject in direct without being distracted by the background. The strong contrast caught my attention that the information of the artwork is easy to capture. Even days after pinning it to my Pinterest board, I can still clearly recall its structure and composition, which shows how effective the design is.
2. Gestalt Theory

  • Gestalt theory shows how human eye can see shapes and forms as a group.
    • Principle of similarity: Similar element (colour, shapes, fonts, textures etc.) can be linked as a complete form.
    • Principle of continuation: Human eyes will follow and guide by the flow of elements like path, lines and curves. 
    • Principle of closure: Human eyes will fill in the lost visual information and complete the image by seeing it as a whole
    • Principle of proximity: The distance between elements matters. Similar elements should place together as a group, while others should be separated. 
    • Principle of figure / ground: Human eyes can only focus on either the subject in foreground or background at once. By creating this effect, colour contrast can be increased.
    • Principle of symmetry & order: Human process visual elements that are symmetrical to each other as a group. 
  • In this artwork, principle of closure is applied when we can see a whole skeleton figure formed by shapes that did not directly connect with each other. Principle of figure/ ground also applied when the keyhole act as foreground, while the skeleton figure act as background.
  • This artwork act as a good example for Gestalt theory by creating a great colour contrast, using a similar colour scheme (warm tone) and grouping symmetrical shapes. 
3. Balance

  • Balance is how visual elements/weight is distributed in a design. It is created to ensure the stability of a design. Balance can be categorized with: 
    • Symmetrical balance: Visual weight is distributed equally among the design, which information can be captured easily. 
    • Asymmetrical balance: Visual weight is distributed unequally among the design, which appears more dynamic and interesting.
  • This artwork applied bilaterial symmetry balance which the white silhouettes are equally distributed at the left and right side of the artwork, while the subject remains centered. The same applies to the background when the visual distribution between the left and right walls is balanced, as well as between the walls and the floor.
  • This artwork act as a good example in balance when we can easily capture all the information in the artwork by just taking a glance. The subject (the girl) get focused when all the elements is centered around it. 
4. Emphasis

  • Emphasis is a focal point created that draw viewer's attention. Emphasis can be created using colour (intensity & complementary), value (lightness & darkness) and composition.
  • The main emphasis of this artwork is the seated girl. This emphasis is created through differences in colour intensity, value, and composition. The subject applied stronger and more saturated colours compared to the background, while her lightness is increased as the surrounding elements are darkened. It is also placed at the center of the composition with balanced visual weight.
  • This artwork act as a good example in emphasis when the subject is easily and immediately getting focused. A few techniques are applied to stand the girl out of the surroundings.
  • The artist emphasizes the girl through contrasts in colour intensity and value, separating her visual energy from the environment. This creates a sense that she is isolated from the dullness of the surrounding world, fully immersed in her music.
5. Repetition

  • Repetition is reusing same elements (e.g. colour, fonts, shapes, textures etc.) in design. By repeating the element, consistency can be maintained which creates unity to human eyes. Repetition can be applied by creating pattern and rhythm.
  • The main repetitive element in this artwork is the use of hands. The hand element is distributed throughout the composition in different sizes, combinations, and quantities that creates a visual continuity without becoming monotonous.
  • This artwork act as a good example in repetition when it allows the hands to blend naturally into the artwork while appearing in different forms. It creates a rhythm that guides the viewer’s eye across the composition. It shows how repetition can create unity while still maintaining visual interest.
6. Movement

  • Movement is used to create the feel of action. It is created to lead how human eyes travel. Movement can be categorized with:
    • Implied movement: Movement that is created in a 2-dimensional design (eg. artwork, photograph) by using elements like shapes, lines, forms and curves.
    • Real movement: Movement that is created in 3-dimensional form which viewer can see a continuous movement.
  • This is a 2-dimensional artwork that applied implied movement. The movement is created to show how the character travel and fly from left to right side. It is created by using motion lines and shapes. The long motion lines shows that the character travel in a high speed while the increasing density of these lines from left to right indicates the direction of movement and guides the viewer’s eye across the composition.
  • This artwork act as a good example in movement when it successfully guides viewer's eyes to travel from left to right and additionally indicates the travel speed.
7. Harmony & Unity

  • Harmony refers to the sense of togetherness when elements chosen shares a similar aesthetics or themes.
  • Unity occurs when these elements work well together, resulting in a visually balanced composition.
  • In this artwork, harmony is created through a fixed and consistent colour scheme. The repeated use of simple shapes helps the elements relate to each other naturally. The drawing techniques, especially the blending style, are also applied consistently throughout the artwork.
  • This artwork act as a good example in harmony & unity because there's no single element that distract viewer's attention and isolated from the artwork. Thus, the artwork can be viewed as a whole.
8. Symbol

  • Symbol is a group of elements like shapes and lines that only take up a small space, used to convey messages. Graphic symbols can be categorized with:
    • Pictorial symbol: image-related symbol that often present in silhouette without surface details.
    • Abstract symbol: more simplified than abstract symbol. A good abstract symbol is able to convey messages effectively.
    • Arbitrary symbol: is invented from the designer's imagination, often present in geometric shapes and colours.
  • This artwork presents both pictorial and abstract symbols. These symbols reflect tourism culture in Thailand, including elements of architecture and everyday human activities. The symbols are presented through consistent shapes and colour.
  • This artwork act as a good example in symbol because of its consistency. The symbols are easy to recognize and understand. Therefore, it achieves a symbol's purpose in conveys messages effectively.
9. Word and Image

  • Imagery plays an important role in relating the content to viewers, while words enforce the meaning. Compositing images and words by focusing in visual hierarchy, messages can be delivered effectively.
  • This is an animation movie poster called "Look Back". A large illustration of a girl showing her back is placed in the center, directly relating to the movie title "Look Back" and its concept, while the image appeared in lower opacity ensure the readability of the title. Several smaller scenes featuring the main character are also included to highlight their personality and attract viewers’ interest. Supporting information such as the manga author, director, and studio is credited without distracting from the main visual focus.
  • This artwork act as a good example for word and image because it composited the illustrations and words by maintaining clear visual hierarchy. This allows viewers to easily interpret key information such as the movie’s concept, genre, and production details.
DESIGN CHOSEN


Title of design: Paprika
Designer: @aizheajsee
Year: 2025
Size: 735x1054
Medium: Digital Illustration
Source: https://x.com/aizheajsee/status/1981713986832986396

Why is the design chosen?

This artwork is a fan art inspired by the animated film Paprika. I chose this design because of its interesting composition, how elements the elements are structured, and the strong colour contrast that immediately captures attention. As a fan of the film, I am impressed by how the artist translates the movie’s complex ideas into a single, visually engaging image.

The composition features three layered silhouettes of a woman, each representing a different level of reality. The outermost layer presents the physical appearance of Paprika, which reflects the image adopted by the main character in the dream world. The second layer reveals her real-world identity, showing a more realistic version of the character. The innermost layer contains symbolic elements from the dream world, which is driven by imagination and subconscious thoughts. Placing these elements deeper within the silhouette visually suggests that dreams exist beneath surface reality.

The dominant use of red is highly iconic to the film and strengthens the connection to its theme. The bold colour not only enhances visual impact but also reflects intensity, psychological depth, and the blurred boundary between dreams and reality.

Design principle observed:
  • Repetition
  • Emphasis
  • Word and Image
  • Contrast
  • Gestalt theory
  • Movement

FEEDBACK

Week 1: No class

Week 2: Image chosen is interesting. The examples used in design principles justification has to match the style of the image chosen, which is more illustrative.

Week 3: No class (CNY)

Week 4: Exploration of design principles has to include the elaboration of chosen example. Examples chosen is acceptable expect for symbol.


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