Design Principles (Week 2)

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31/08/2021 (Week 2)

Liew Li Wei 0338076

Bachelor of Mass Communication (Hons) Digital Media Production
Design Principles (Minor)
Exercise 2 (Emphasis/Balance)

LECTURE

Golden Ratio

The Golden Ratio has been used for centuries as a guide to create visual balance in architecture and paintings.


Figure 2.1: Golden Ratio

Figure 2.2: Golden Ratio Example Design


Rule of Thirds

A composition guideline to create more dynamism to a work of design/photography/film/painting. An image is divided evenly into thirds, both horizontally and vertically, and the subject of the image is placed at the intersection of those dividing lines, or along one of the lines itself.


Figure 2.3: Rule of Thirds Example 1


Figure 2.4: Rule of Thirds Example 2

Emphasis

Emphasis is the part of the design that catches the viewer’s attention. Usually the artist will make one area stand out by contrasting it with other areas. The area could be different in size, color, texture, shape, etc. 


Figure 2.5: Emphasis Example 1


Figure 2.6: Emphasis Example 2

Balance

  • Symmetrical balance
    Can be described as having equal "weight" on equal sides of a centrally placed fulcrum. It may also be referred to as formal balance. When the elements are arranged equally on either side of a central axis, the result is Bilateral Symmetry. This axis may be horizontal or vertical. It is also possible to build formal balance by arranging elements equally around a central point, resulting in Radial Symmetry. There is a variant of symmetrical balance called Approximate Symmetry in which equivalent but not identical forms are arranged around the fulcrum line.

Figure 2.7: Example of Bilateral Symmetry

Figure 2.8: Example of Radial Symmetry

Figure 2.9: Example of Approximate Symmetry

  • Asymmetrical balance
    Also called informal balance, is more complex and difficult to envisage. It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. This can be best imagined by envisioning a literal balance scale that can represent the visual "weights" that can be imagined in a two dimensional composition. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of a fulcrum; in a picture, this might be a cluster of small objects balanced by a large object. It is also possible to imagine objects of equal weight but different mass (such as a large mass of feathers versus a small mass of stones) on equal sides of a fulcrum. Unequal weights can even be balanced by shifting the fulcrum point on our imaginary scale.


    Figure 2.10: Example of Asymmetrical balance


INSTRUCTION



EXERCISES

Emphasis
I did some research on Emphasis design and here's some example I found cool.

Figure 2.12: Example of Emphasis design 1


After that, an idea of "a cowboy in the desert" pop up in my mind, therefore I started to come out with a design on my idea.

Figure 2.14: Idea Exploration


Balance

For Balance design, I planned to do design on bilateral symmetry balance, therefore I did most of my research on bilateral symmetry balance design.

Figure 2.15: Example of bilateral symmetry design 1


Figure 2.16: Example of bilateral symmetry design 2


Then, I started my design on bilateral symmetry balance design.

Figure 2.17: Balance Design Attempt 1


As the attempt to design on balance was tough, I decided to try to design on the principle of repetition and movement. (See week 3)


FEEDBACK

Based on the feedback I received from Dr. Jinchi on week 3, miss did not see any emphasis principle in my design and it better to design or draw on my own instead of doing collage; while for my balance design, it's just an attempt, therefore I will need to work on my design for emphasis and balance this week.


REFLECTION

It's week 2 and I had done a lot of research on each topic. I am really impressed by all the design I had encountered as some of them is mind-blowing. I might have seen the design before this, but the difference between the past and now is, I started to dissect the design and understand the ideas and meanings behind the design.



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