DESIGN PRINCIPLES - FINAL COMPILATION
17/2/2026 - 3/3/2026
ZHANG QIYU / 0384019
Design Principles/Bachelor of Design (Honours) in Creative Media/Taylor's University
Final Compilation
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TASK 2 (Visual analysis & Ideation )
Final Outcome
i) Design Decisions
In this design, I chose a circular composition to represent the equal roles of the twelve jurors. This layout creates a sense of balance and structure while guiding the viewer’s attention around the design. I used a limited colour palette of black, white, and red to create strong contrast and maintain visual consistency. The silhouettes are kept simple to ensure clarity, while a faint clock element is placed at the centre to highlight the pressure of time.
ii) Meaning / Purpose
The purpose of this design is to visually communicate the concept of collective decision-making and the psychological tension experienced by the jurors. The circular arrangement symbolises unity, but also suggests confrontation, as each juror faces the centre where the decision is made. The clock represents urgency and pressure, emphasising the importance and seriousness of the verdict.
iii) Design Principles
• Similarity: All juror silhouettes share the same shape and style, allowing them to be recognised as a group.
• Contrast：Strong contrast is created through the use of black, white, and red colors. This enhances visual clarity and draws attention to important elements in the design.
• Repetition：Repetition is shown through the consistent use of juror silhouettes, creating rhythm and reinforcing the concept of a collective group.
• Word and Image：The combination of minimal text and visual elements helps communicate the concept clearly without overwhelming the design.
• Emphasis：Emphasis is achieved by placing a faint clock at the centre of the composition, making it the focal point that immediately attracts the viewer’s attention.
Final Reflection
• What have I learnt in this module?
Throughout this module, I have gained a deeper understanding of design principles such as contrast, balance, emphasis, and Gestalt theory. I learned how these principles can be applied practically in design, rather than just being theoretical concepts. I also improved my ability to analyse visual works and apply these ideas into my own designs.
• What did I enjoy the most?
I enjoyed the idea development and design process the most. It was interesting to explore different concepts and experiment with composition, colour, and layout. Seeing my ideas gradually develop into a final design was a very rewarding experience.
• What did I not enjoy the most?
The part I found most challenging was the visual analysis. It required strong critical thinking and the ability to clearly explain design decisions. Sometimes it was difficult to organise my thoughts and express them effectively.
• What have I learnt about myself through this module?
Through this module, I realised that I tend to focus more on visual appearance rather than deeper meaning. This made me understand the importance of thinking more critically and intentionally when designing.
• What has changed and what has not in my learning journey?
I have become more confident in applying design principles and structuring my designs. However, my creativity and interest in design have remained the same. I still enjoy experimenting with new ideas and expressing them visually.
• What are my aspirations?
My aspiration is to continue improving my design skills and develop a stronger ability to create meaningful and impactful designs. I hope to become more confident in both creative thinking and critical analysis in the future.
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