Design Principles - Task 1: Exploration

03/02/25 - (Week 1- Week 3)

Nastaran Erfan || 0368366

Design Principles || Bachelor of Mass Communication (Honors) Digital Media Production 

Task 1: Exploration

1.0 Instructions

2.0 Describe the Design Principles

Gestalt Theory

Gestalt theory describes how people view things and patterns as cohesive units as opposed to individual parts.  It consists of a variety of principles which are included below.

• Principle of Similarity

According to the principle of similarity, objects can be perceived as a group if they have similar visual traits like form, color, size, or texture.

In this painting we can see that the rectangles are similar, even though they don't have the same color. Some of them are similar in tone. Also there are a bunch of curves that look similar to one another and can be grouped together.

Figure 1.1: Checkered Spring Sunsets by Natalia Roman (2024)

• Principle of Continuation

According to the principle of continuity, the human eye instinctively follows lines, curves, or sequences in a smooth, continuous path.

The reason why I chose this poster is because it gives the sense of motion, it draws your eye to follow the line because the line width gets thicker the closer it gets to us (and it spreads across the screen), and it gives the illusion of it extending outwards. It is a simple yet effective use of the continuation principle. The line also fades in, and it gives the sense of speed. The colors used for the racing track are also vibrant and contrasting from the background.

Figure 1.2: Speed Racer Poster by Matt Stevens (2008)

• Principle of Closure

The principle of closure suggests that when visual elements are incomplete or have gaps, our brain fills in the missing information to perceive a complete shape or pattern.

This painting has the figure of a woman even though it's not outlined, flowers, leaves and a butterfly have been used to give the illusion of a face in this piece.

Figure 1.3: Mouth of Flower by Octavio Ocampo

• Principle of Proximity

The principle of proximity states that elements that are placed close to each other are perceived as a group, even if they are not similar in shape, color, or size.

Here in the Google Translate interface we see that things are separated into different categories and the categories that are related to one another are in close proximity of each other. For instance the languages are next to one another and the file types are next to one another.

Figure 1.4: Google Translate Interface

• Principle of Figure/Ground

Based on the figure-ground principle, we interpret visual components as either the background or the main subject (figure). Sometimes, the negative space (ground) can form a distinct shape or convey a separate message, creating a dual perception.

This specific poster is one of the simplest, yet most effective cases of the figure/ground principle and I have seen it a bunch of times here and there. The bottles are very clear, so is the fork in the back, and it matches the theme perfectly, you’d immediately be able to tell that this poster has something to do with food and wine before reading the title of the poster. It’s very simple too, it just uses the colors black and white and it’s nothing too fancy.

Figure 1.5: Melbourne Food & Wine Festival Poster by Kaushik Design (2007)

• Law of Symmetry and Order

The law of symmetry and order states that our brains perceive symmetrical and orderly arrangements as cohesive groups. When visual elements are mirrored or balanced, they are more likely to be seen as part of the same structure.

Another simple design that caught my attention, this piece somehow reminded me of the old mac OS logo design. Once again, it only has two colors and it’s just a bunch of shapes, 2 triangles, 2 rectangles and 2 circles, but they’re strategically placed and mirrored so that the entirety of the image forms a face. It is a great example of how we tend to relate mirroring elements to one another.

Figure 1.6: Symmetry by Christopher Butler (2023)

Contrast

Contrast refers to the use of striking differences in elements such as color, brightness, size, shape, or texture to create visual interest and emphasize certain elements, making them stand out from the rest.

Here we can see that in this painting the background is a very bright yellow and it makes the subject stand out.

Figure 1.7: Beauty in Black by Kolawole Samson Oluwadare (2025)

Balance

Balance refers to the visual harmony achieved by distributing elements such as shapes, colors, and space in a composition. It can be symmetrical, asymmetrical, or radial, ensuring a sense of stability and cohesiveness.

• Symmetrical Balance

Symmetrical balance occurs when elements on either side of a central axis (either vertical, horizontal, or radial) are mirrored or evenly distributed.

In this ad poster we can see that everything is almost mirrored and feels very balanced, from the traffic lights to the figure itself being split in half, the buildings etc.

Figure 1.8: XC90 Safety system advertisement for pedestrians, Volvo (2016)

• Asymmetrical Balance

Asymmetrical balance occurs when elements in a composition are not mirrored, but their visual weight is distributed in a way that creates a sense of balance. This balance is achieved through differences in size, color, texture, or positioning, giving the design a dynamic and more informal feel.

In this illustrated poster we can clearly see that it's asymmetrical but the lighter colored area has the same weight to it as the darker parts. 

Figure 1.9: Red Cross Campaign Poster by Patricia Mariano (2021)

The Golden Ratio

Derived from the Fibonacci sequence, is a mathematical proportion that is considered aesthetically pleasing. It has been widely used in design, art, and architecture to create balanced and harmonious compositions.

The golden ratio is so clear in this artwork that you can almost see it without drawing it on top. The wave curves in a way that captures the golden ratio almost perfectly. The background is simple and not distracting, and it almost takes the same amount of space as the wave does. The wave itself is very detailed and pleasant to look at.

Figure 1.10: The Great Wave off the Coast of Kanagawa by Hokusai (1831)

The Rule of Thirds

It involves dividing an image or design into a 3x3 grid by drawing two horizontal and two vertical lines. The points where the lines intersect, particularly in the middle, are considered ideal spots to place key elements or subjects, creating a more dynamic and visually engaging composition.

In this painting we can see that the parrot is strategically placed in the intersection between the right and top line of a 3x3 grid which draws attention to it.

Figure 1.11: Parrot with Citrus by Grace Diehl (2020)

Emphasis and Dominance

Emphasis is when certain elements stand out more within a composition. It’s achieved by giving them greater visual weight, size, or contrast. The dominant element becomes the primary focus, while the rest of the elements support it or provide context.

Here in this illustrated poster we see that the size of the pencil is very large compared to the person so it's very dominant and it emphasizes on the power of writing for human rights.

Figure 1.12: Amnesty International: Write for Rights Campaign Illustration (2021)

Repetition, Pattern and Rhythm

Repetition involves repeating visual elements, such as shapes, colors, or textures, to create a sense of unity and consistency within a design. When these repeated elements are arranged in a predictable or organized manner, they form a pattern or a certain flow, which can help establish structure and pace.

Here in this painting we can see that the penguins are repeated, but they have different poses and colors.

Figure 1.13: Conversation by Les Panchyshyn (2024)

Movement

Refers to the way a viewer’s eye travels through a composition. Even in a still image, movement can be created by varying elements such as size, shape, line weight, and the arrangement of components. These variations can guide the viewer's gaze along a path or create the illusion of motion.

The brush strokes in this painting lead us to start from the moon and then move towards the buildings.

Figure 1.14: Lion Rock In The by Winter Haley Chui (2024)

Hierarchy

It refers to the arrangement of elements in a way that visually prioritizes the most important information. By varying factors such as size, color, contrast, and placement, designers guide the viewer’s attention to the most significant aspects first, creating a clear and organized flow of information.

Here in this poster, we can see that the emphasis is on the title, not only is it placed highest above everything else, but it is also very large in size. Then we see all these different segments which create a face together. Then it is only after these parts that we notice the less important but still necessary information about this documentary.

Figure 1.15: The Sunshine Makers Poster by Peter Strain (2015)

Alignment

It refers to the arrangement of elements in a design along a common edge or axis—whether it’s left, right, top, bottom, or center. Proper alignment creates a sense of order and connection, making the composition feel cohesive and visually balanced.

I really like how everything including the text and even the subject are aligned in the center but it’s still very interesting.

Figure 1.16: Pearl Poster by Mocean (2022)

Harmony

It refers to the arrangement of elements that share similar traits, such as color, shape, texture, or composition, creating a visually cohesive and pleasing composition.

This painting has a consistent color palette, almost the same exact yellows, browns, greens, purples, blues and and reds have been used throughout the entire piece. There's also harmony in the composition of this piece.

Figure 1.17: A Theater for Thomas by Gina Matarazzo (2024)

Unity

Unity is achieved when elements are consistently repeated or arranged in a way that makes the composition feel cohesive and connected.

The colors in this drawing are very cohesive, various tones/shades of blue and green, the blossoms are repeated, the texture of the grounds is consistent and everything draws the eye to the left of the image (where the moon/sea is).

Figure 1.18: White Bloom by Katia Lifshin (2025)

Scale

It refers to the size of elements in a design in the overall composition.

In this illustrated poster, the size of the nurse is so small in scale compared to the leg.

Figure 1.19: B-Good Poster by Konstantin Alekyan (2016)

Proportion

The ratio between the sizes, colors and quantity of at least two elements within a design.

Here in this painting we can see that the girl is in the center of the attention because she is closer to us than the boy, appearing "larger" although she might not actually be larger. She takes a lot of space in this painting. Then the ratio of the sea to the ground is very balanced.

Figure 1.20: Fruits Of The Sea by Aron Wiesenfeld (2024)

Symbol

A symbol is a shape, object, or sign that represents an idea, concept, or entity beyond its literal meaning.

• Pictorial Symbol

Simplified yet recognizable illustrations of what they represent in the real world. Things such as the ingredients in this poster are considered to be pictorial symbols.

Figure 1.21: Dove Ad poster by Christos Golfis (2018)

• Abstract Symbol

Less detailed/direct depictions of what they represent.

The Adidas Logo is meant to represent perspective, movement and overcoming challenges (because the 3 stripes resembles a mountain).

Figure 1.22: The Adidas Logo (1989)

• Arbitrary Symbol

No direct connection between the symbol and what it stands for.

The Biohazard Symbol is a really great example since it was meant to meaningless so that it could only be associated with Biohazards. It is easily recognizable and very striking.

Figure 1.23: The Biohazard Symbol by Charles L. Baldwin (1966)

Word and image

The combination of text and visuals to effectively convey a message in design.

In this poster, the use of the image in combination with the text, captures the essence of the campaign perfectly. The image gives a sense of luxury and the text is in a striking yellow color which contrasts heavily from the reds of the photo itself.

Figure 1.24: Don’t let the Covid-19 vaccine become a luxury Campaign Poster, UNICEF (2021)

Selected Design:

The Persistence Of Memory
Artist: Salvador Dalí
Year: 1931
Medium: Oil on canvas
Size: 24 × 33 cm (9.5 × 13 inches)

I chose this painting because it is one of the few pieces I remember so clearly from our art history class when I used to study graphic design in Turkey; there was always something so mysterious about it. I’ve always wanted to understand the meaning behind it, not only is it “strange” looking, but it to me it’s also aesthetically pleasing, though that might not be the first thing that comes to mind when you look at it. It’s because it has a good number of design principles included within it, the harmonious colors used, the beautiful warm tones of the environment and the cool toned shadows. The dramatic shapes of the clocks and the odd-looking figure also drew me into this painting. The fact that everything seems very random on the surface level, but everything has a reason to be there on the canvas, even something as small and unnoticeable (compared to everything else) as the ants.

Design Principles

Gestalt theory: There is similarity in the shapes of the clocks (which are organic, irregular and look molten).

Contrast: There is contrast between the very bright warm colors of the background and the blue tones used in the clocks.

Emphasis: The emphasis is on the fluidity of the piece and the organic shapes of the clocks and the strange figure in the center.

Balance: Asymmetrical balance can be seen in this piece since the clocks are well distributed.

Repetition: Although not exact, the clocks are a repeating element in this painting.

Movement: Since the clocks are melting they draw and direct our eyes downwards.

Harmony & Unity: Similar tones are used for shadows and highlights, giving the piece a limited color palette and a harmonious look.

Symbol: There are many symbols in this painting, but the main message behind it as whole is the passing of time demonstrated by the molten clocks.

Word and Image: There are no words in this piece but the message of the drawing is also incorporated in the title of the piece itself.

3.0 Feedback

Previously I had used a lot of my own artworks and posters because I couldn't find the source of some of the examples I found online. I was advised to change those pictures to artworks and posters made by other artists and graphic designers, searching in galleries for inspiration. I was also told to select the artwork I'm gonna work on. Once I redid the parts and selected my work I was told I may proceed to Task 2.