9 / 2 / 2026 -28 / 2 / 2026 （Week 2- Week 4）
YANG SHUO / 0384037
Bachelor of Design (Hons) in Creative Media
GCD 60804 / Design Principles
Task 1: Exploration
INSTRUCTION
Task 1 — Exploration
Recap
- You need to write a blog that covers the nine design principles(Gestalt theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, Word and Image), and find image examples to validate your understanding of these theories. Note: You cannot use images from lecture notes or videos; we must find your own examples and indicate the source. Plagiarism or misuse of AI are not allowed.
- Choose one design work you want to study and upload a JPEG of that design work(min A4, 300dpi). You need to clearly write the credit line (title, designer, year, dimensions, medium, source).
- Explain your reasons for choosing this piece of artwork or design, 150-200 words.
- List the design principles reflected in the works you chose, no need to elaborate.
- Write the lecturer's feedback in the blog.
Explain the design principles
1.Gestalt theory
Gestalt is a German word used to describe "shape" or "form".
Gestalt principles are used to describe how the human eye perceives visual
elements: we simplify complex visuals and read multiple elements as one
whole, not separate parts.
There are 7 principles of gestalt theory:
- Similarity
The human brain automatically "groups" scattered but similar elements it
sees, perceiving them as a complete design. When a scene contains
elements with similar shapes or colors, we naturally recognize
and group them. As shown in the figure below, the triangles and the circles
are regarded as two separate groups.
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Fig 1.1 Principle of Similarity (Source: How Gestalt Principles Enhance Website Design | Lyssna) |
- Continuation
The human eye often follows lines, paths, and curves in a design, and
flowing elements can guide the eye. As in the example shown below, the
connected circles, triangles with uniform orientation, and curved lines all
reflect continuity.
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Fig 1.2 Principle of Continuation (Source: How Gestalt Principles Enhance Website Design | Lyssna) |
- Closure
The human brain can fill in incomplete shapes seen visually. As
shown in the picture, this is the logo of the World Wildlife Fund (WWF).
This is a simple, incomplete pattern that only depicts the black parts of the
panda, but our brains automatically fill in the white parts.
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Fig 1.3 Principle of Closure (Source: https://wwf.panda.org/) |
- Proximity
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Fig 1.4 Principle of Proximity (Source: The Law of Proximity) |
- Figure / Ground
When we see an image, we automatically distinguish between the
foreground and the background. Sometimes this
characteristic can be used to create an optical illusion, achieving unexpected
effects.
As shown in the picture, this is the poster of the movie 'Brave' ,
which cleverly utilizes this relationship.
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Fig 1.5 Principle of Figure / Ground (Source: The poster of the movie 'Brave' |Pinterest) |
- Law of symmetry & order
When two or more elements look like mirror images , we naturally see
them as belonging together. Even if they are not touching, the eye tends to
group them into one unit because the layout feels balanced and orderly.
Compared with elements that are not symmetrical, symmetrical elements are more
likely to be seen as a single group.
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Fig 1.6 Law of symmetry & order (Source: How Gestalt Principles Enhance Website Design | Lyssna) |
- Law of Uniform Connectedness
Visually connected elements appear more related than elements that are not
connected. Groups with similar characteristics are visually connected
through color, lines, borders, or other shapes. This is very important
in UI design.
As shown in the example below, this is an example of unified connectivity in
Gmail.
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Fig 1.7 Law of Uniform Connectedness (Source: The Power of Uniform Connectedness in Product Design) |
- Law of Prägnanz
"Prägnanz" is a German word. People usually simplify complex things into forms
that are easy to recognize and understand. The Olympic rings are an
example of the Prägnanz.
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Fig 1.8 Law of Prägnanz (Source: The Olympic rings) |
- Law of Common Fate
When elements tend to move in the same direction, we consider them as part
of the same group. This often indicates the dynamic relationships
between these elements.
As shown in the cover of the article 'Workflow of a Freelance Designer,' all the arrows point to the right, suggesting that multiple items will
converge onto the same track.
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Fig 1.9 Common Fate (Source: Workflow of a Freelance Designer) |
2. Contrast
Contrast happens when you place very different elements together. The
strong difference makes the design more eye-catching and creates a clear
visual impact. Differences can be shown through
color, shape, size, and other changes between elements. They
can make the visuals interesting and engaging while conveying some
information. As shown in the picture, this is a work by Finnish
illustrator Ionomycin.
The yellow flying bird and the blue sky in the image create a sharp
contrast, making it very eye-catching(Fig 1.10). The movie screenshot
below is from the original Star Wars trilogy. The image illustrates
a contrast in size(Fig 1.11).
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Fig 1.10 Ionomycin's Illustrations_ Use of Contrasting Colors (Source: ionomycin (@ionomycin) on X) |
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Fig 1.11 Movie Stills - Original Star Wars Trilogy_ Use of Contrasting Sizes (Source: A Brief Guide to Contrast – A Design Principle) |
3. Emphasis
Emphasis helps create a clear focus in a design. Designers use elements like color, shape, and value to make one part stand out and become dominant. Designers often use emphasis to highlight the information they most want to convey or to quickly capture people's interest. I think this is in some way also a form of contrast: the contrast between prominent visual elements and secondary elements.
As shown in the image, the use of color changes emphasizes the presence of the central figure, creating a visual focal point. It evokes the feeling of being out of place in a crowd.
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Fig 1.11 Emphasis (Source: https://www.pinterest.com/pin/844493675506314/) |
4. Balance
Balance is how visual weight is shared across a design. Weight comes from objects, color, texture, and space. Balance feels stable.
Balance can be divided into symmetrical balance, asymmetrical balance, and radial balance.
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Fig 1.12 Example of Three Types of Balance (Source: The Ultimate Collection of Principles of Design Examples and Definitions) |
- Symmetrical Balance
Symmetrical balance uses similar elements on both sides.
In the illustration, two girls arranged symmetrically along the central
axis form a complete butterfly pattern.
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Fig 1.13 Symmetrical Balance (Source: Illustration Rednote_@又没人看） |
- Asymmetrical Balance
Asymmetrical balance uses different elements that still feel
equal. Typical examples include the golden ratio and the rule of
thirds.
Monet's painting, Woman with a Parasol uses asymmetrical
balance: the woman is on one side, and the open sky balances the
picture.
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Fig 1.14 Asymmetrical Balance (Source: Claude Monet (1875) Woman with a Parasol - Madame Monet and Her Son) |
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Radial Balance
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Fig 1.15 Radial Balance (Source: Pinterest_ Book Cover 1930) |
5. Repetition
Repetition creates movement and rhythm in a design by reusing the same
colors, fonts, shapes, and patterns. Small changes are also important,
so the design stays interesting and not boring.
This design repeats fan-shaped flowers like a Japanese chrysanthemum
pattern, which creates a clear rhythm, and the pink and red repeats add
variety and draw the eye.
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Fig 1.16 Repetition_ Japanese Pattern (Source: Pinterest_ Japanese Pattern) |
6. Movement
Using shapes, forms, lines, and curves in visual images to guide
the viewer's eye across the entire composition creates a "path". This
makes the image feel dynamic and flowing.
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Fig 1.17 Movement (Source: The Principle of Design) |
In The Great Wave, your eyes follow the wave' s curves from
left to right. As the wave leads to its end, it guides you to Mount
Fuji in the background, which you may not notice at first.
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Fig 1.18 Movement_ The Great Wave by Katsushika Hokusai (Source: The Principle of Design: Movement.) |
7. Harmony & Unity
A harmonious scene is presented by elements that fit together. These
elements have commonalities; they may share a unified style or
evoke the same feeling. Elements without any variation can make harmony
turn into boring.
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Fig 1.19 Harmony (Source: The Principle of Design) |
If harmony is an overall feeling, then unity is the arrangement of tangible elements. All elements clearly serve the purpose of the theme.
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Fig 1.20 Unity (Source: The Principle of Design) |
The illustration feels harmonious because it uses mostly warm colors like
orange and beige. The repeated flower shapes and the same flat style make
everything look unified.
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Fig 1.20 Harmony & Unity (Source: Illustration Rednote_@仲宇画说） |
8.Symbol
Symbols can be grouped into three types: pictorial, abstract, and
arbitrary. They are used to communicate specific meanings in a
clear and simple way.
- Pictorial Symbols-Simplified pattern
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Fig 1.21 Pictorial Symbols (Source: How to Draw Pictorial Chart. How to Use Infograms) |
- Abstract Symbols - Represent something in a general way
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Fig 1.22 Abstract Symbols (Source: Pinterest_ Abstract symbols glyph icons set) |
- Arbitrary Symbols - Artificially created and given meaning
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Fig 1.23 Arbitrary Symbols (Source: iStock) |
9. Word and Image
The suitable images help people understand and relate to a concept or
brand more naturally. Thoughtful typography, through word choice, font,
and placement, supports the message and keeps the design clear and
balanced.
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Fig 1.24 Example of Word and Image #1 Chungking Express (Source: Pnterest_ Chungking express movie poster) |
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Fig 1.25 Example of Word and Image #2 The Devil Wears Prada (Source: Pnterest_) |
Design Analysis
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| Fig 2.1 FLIGHTPATHS by Deb JJ Lee (2022) |
Title: FLIGHTPATHS
Artist: Deb JJ Lee
Year: 2022
Size: 2490*3510px
Medium: Poster
Source: https://debleeart.com/
- Why I chose this design
The poster feels powerful and creates a strong sense of immersion.
It shows an astronaut standing on a rocky planet, looking out into deep
space. The small figure contrasts sharply with the vast universe.
At the center of the poster is a black circle representing deep space. It
also functions as negative space, placing the text at a clear focal
point. The surrounding rocks and clouds create depth, further
strengthening the central focus. The color scheme is harmonious yet
dynamic. The poster uses soft, low-saturation colors, while strong
warm–cool and light–dark contrasts highlight the loneliness and
mystery of space.
Overall, the poster clearly reflects the film' s theme through its visual
elements, color choices, and composition. It works effectively both as an
artwork and as a promotional design.
- Included design principles
This poster demonstrates key design principles such as
contrast, emphasis, balance, repetition, and
harmony. Strong contrasts in scale and color create visual
impact, while the central black circle forms a clear focal point.
Repeated elements guide the viewer' s eye, and the consistent color
palette maintains unity throughout the composition.
FEEDBACK
Week 2
An overview of the course objectives and task requirements is provided. Begin working on Task 1.
Week 3
No feedback this week due to the Chinese New Year holiday.
Week 4
Pay attention to the source of the design you choose and make sure to indicate the necessary information.
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