DESIGN PRINCIPLES TASK 1 - EXPLORATION
3/2/2026 - 17/2/2026 / Week 1 - Week 3
ZHANG QIYU / 0384019
Design Principles/Bachelor of Design (Honours) in Creative Media/Taylor's University
Task 1 - Exploration
LECTURE
1.Elements of Design
Elements of design are the basic components used to create any visual work. They can be considered the “ingredients” of design, forming the foundation of all compositions.
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Line
A line is a continuous mark that can be straight, curved, or implied. It is often used to define shapes, create structure, and guide the viewer’s eye through a design. Lines can also suggest movement and direction. -
Shape / Form
Shape refers to a two-dimensional area such as circles, squares, or organic forms, while form refers to three-dimensional objects with volume. These elements help build the structure and visual identity of a design. -
Size
Size refers to the scale or proportion of elements in relation to one another. It is important for creating visual hierarchy and emphasizing certain parts of a design. -
Space
Space is the area around or between elements, including positive and negative space. Proper use of space helps improve readability, clarity, and balance in a composition. -
Color
Color is the visible spectrum reflected from objects. It plays a major role in setting mood, attracting attention, and communicating meaning or emotion. -
Value
Value refers to the lightness or darkness of a color. It is essential for creating contrast, depth, and visual emphasis in a design. -
Texture
Texture describes the surface quality of an object, such as smooth, rough, or soft. It can be real or implied and adds richness and interest to a design.
2.Principles of Design
Gestalt Theory
Gestalt Theory explains how humans naturally organize visual elements into groups and perceive them as a whole rather than as separate parts. It helps designers understand how viewers recognize patterns and simplify complex images.
The six main principles include:
- Similarity
- Proximity
- Closure
- Continuation
- Symmetry & Order
- Figure-Ground
Repetition
Movement
Harmony & Unity
Symbol
Word and Image
INSTRUCTIONS
Task Recap
In Task 1, I am required to explore several design principles taught in this module and demonstrate my understanding by finding suitable design examples. Through this task, I will observe how these principles are applied in real design works and explain their functions and visual effects.
Besides describing the principles, I also need to select one design work that interests me and briefly explain why I chose it. By doing this, I can start developing my ability to observe and analyse visual design. This task helps me understand how design elements and principles work together to create effective visual
DESIGN PRINCIPLES
1. Gestalt theory
In the image below, red circles are seen as related to the other red circles and black circles to black circles due to the similarity in color. Red and black circles are seen as dissimilar to each other even though they’re all circles.
An obvious place to find similarity online is in the color of links. Typically, links within content will be styled the same way, often blue and underlined. This lets the viewer know that the different pieces of text are related. Once one is discovered to be a link, it communicates the others are also links.
| Fig 1.2 Similarity (Source: Articles) |
| Fig 1.3 Similarity (Source: Articles) |
| Fig 1.6 Order (Source: Pinterest) |
2.Contrast
Contrast refers to the difference between visual elements in a design. These differences can include colour, size, shape, texture, brightness, or typography. Designers use contrast to make certain elements stand out and attract the viewer’s attention.
For example, a bright colour placed against a dark background will immediately draw the eye. Contrast is also important for improving readability and clarity, especially in typography and layout design. Without contrast, a design may look flat, confusing, or visually monotonous.
| Fig 1.2 Contrast (Source: Pinterest) |
3.Emphasis
Emphasis is the principle used to create a focal point in a design. It helps guide the viewer’s attention to the most important element in the composition. Designers achieve emphasis through techniques such as contrast, size variation, colour difference, placement, or isolation of an element.
By highlighting a particular object or area, emphasis helps communicate the main message of the design effectively. Without emphasis, viewers may not know where to focus, and the design may appear disorganized or unclear.
| Fig 3.1 Emphasis (Source: Pinterest) |
| Fig 3.2 Emphasis (Source:Pinterest) |
4.Balance
Balance is an important design principle that creates a sense of stability and harmony in a composition. It refers to the distribution of visual weight within a design. When elements are arranged in a balanced way, the design appears visually stable and comfortable to look at. If a design lacks balance, it may feel chaotic, confusing, or visually uncomfortable for the viewer.
Visual weight can be influenced by many factors, such as size, colour, shape, texture, and position. Designers use these elements carefully to achieve balance within a layout.
Balance can generally be divided into two main types: symmetrical balance and asymmetrical balance.
4.1 Symmetrical Balance
Symmetrical balance occurs when elements are evenly arranged on both sides of a central axis, creating a mirror-like effect. In this type of balance, the left and right sides of a composition appear almost identical in terms of visual weight. Symmetrical balance often creates a sense of order, stability, and formality in a design. This principle is commonly used in architecture, logos, posters, and traditional layouts.
4.2 Approximate Symmetry
Approximate symmetry occurs when both sides of a design are not perfectly identical but still feel balanced overall. The elements on each side may have slight differences in shape, size, or position, yet they maintain a similar visual weight. This type of balance creates a more natural and dynamic composition compared to perfect symmetry, while still maintaining harmony.
| Fig 4.2 Asymmetrical Balance (Source: Pinterest) |
5.Repetition
Repetition involves repeating visual elements such as shapes, colours, or typography throughout a design. This creates consistency and strengthens the overall visual identity.
| Fig 5.1 Repetition (Source: Pinterest) |
6.Movement
Movement refers to how the viewer’s eye travels across a design. Designers guide this movement using lines, shapes, or composition. Movement creates rhythm and makes a design feel dynamic.
| Fig 6.1 Movement (Source: Pinterest) |
7.Harmony & Unity
Harmony and unity ensure that all elements in a design work together as a cohesive whole. When colours, typography, and layout complement each other, the design appears organized and visually pleasing.
| Fig 7.1 Harmony (Source: Pinterest) |
8.Symbol
A symbol is a visual representation that conveys meaning or represents an idea, concept, or object. Symbols are commonly used in graphic design, branding, and communication because they allow complex messages to be communicated quickly and efficiently.
For example, icons, logos, and pictograms are all forms of symbols. Effective symbols are simple, recognizable, and easy to understand across different cultures and languages.
| Fig 8.1 Arbitrary Symbol (Source: Pinterest) |
9.Word and Image
Word and image refer to the relationship between text and visual elements within a design. In effective visual communication, typography and images should complement each other rather than compete for attention.
When words and images are carefully integrated, they strengthen the message and improve understanding. Designers must consider hierarchy, alignment, and placement to ensure that both elements work together harmoniously.
ARTWORK ANALYSIS
Title: 12 Angry Men Poster
Designer: Sahin Duzgun
Year: 1957
Medium: Movie Poster
Size: A4 Poster Format
Source: https://posterspy.com/posters/12-angry-men-1957/
I chose this poster design for 12 Angry Men because it uses strong visual elements to communicate the theme of the film. The design is simple but very powerful. The black-and-white faces of the jurors represent the twelve men involved in the intense discussion and decision-making process in the story.
One of the most striking elements is the vertical red line in the centre, which visually resembles blood and leads to a knife at the bottom. This element immediately creates tension and symbolises the murder case that the jurors must decide upon. The strong contrast between black, white, and red colours helps to create a dramatic and emotional atmosphere.
The composition also directs the viewer’s attention from the top text down to the knife, guiding the eye through the design. Overall, the poster effectively communicates the serious and intense nature of the film through minimal but impactful design elements.
1. Contrast
The poster uses a strong colour contrast between black, white, and red. The dark background creates a dramatic atmosphere, while the bright red vertical strip immediately attracts the viewer’s attention. This contrast highlights the central visual element and reinforces the tension of the films theme.
2. Emphasis
The red vertical line and the knife at the bottom create the main focal point of the design. Because red is the only bright colour in the composition, the viewer’s attention is immediately drawn to it.
3.Repetition
The repeated faces of the jurors create rhythm and unity within the composition. The repetition of similar facial images reinforces the idea of the twelve jurors involved in the decision-making process.
4. Balance
The design demonstrates asymmetrical balance. The strong red vertical element on the right side is balanced by the group of black-and-white faces spread across the poster.
5. Movement
The vertical red line guides the viewer’s eye from the top text down to the knife at the bottom. This movement leads the viewer through the entire composition.
6. Symbol
The knife symbolises the murder case that the jurors must decide upon. The red colour suggests blood, danger, and violence, reinforcing the dramatic theme of the story.
7. Word and Image
The text and image work together to communicate the message of the film. The tagline at the top and the title at the bottom frame the visual composition, helping viewers understand the context of the design.
8. Gestalt Theory
The faces are arranged close to each other, demonstrating the Gestalt principle of proximity. Our eyes naturally group the faces together as a single unit representing the jury.
FEEDBACK
The work shows a good understanding of design principles with clear explanations and relevant examples. The selected design is appropriate and well analysed. However, further improvement can be made by providing deeper analysis and more critical thinking in the explanation.
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