09.02.2026 - 1.3.2026（Week 02 - Week 04)
Lee Xiang Ling / 0384095
Design Principles / Bachelor of Design (Honours) in Creative
Media
Task 1/ Exploration
LIST / JUMPLINK
INSTRUCTIONS
RECAP
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DESIGN PRINCIPLES
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Explain the following design principles and reference
appropriate design case studies (please do not use the examples
provided by the lecturer).
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Properly cite all sources—plagiarism will result in a failing
grade and will be penalized according to the university's
academic misconduct guidelines.
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ARTWORK ANALYSIS
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Select an art/design work (upload a JPEG file (A4 size,
300dpi))
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Include credit information below the image: title,
artist/designer, year, size, medium, and source.
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Write a 150-200 word explanation about why you chose this
artwork/design.
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List and briefly describe the design principles observed in the
selected work.
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Include feedback from your lecturer in your blog post.
- Explain the following design principles and reference appropriate design case studies (please do not use the examples provided by the lecturer).
-
Properly cite all sources—plagiarism will result in a failing
grade and will be penalized according to the university's
academic misconduct guidelines.
- Select an art/design work (upload a JPEG file (A4 size, 300dpi))
- Include credit information below the image: title, artist/designer, year, size, medium, and source.
- Write a 150-200 word explanation about why you chose this artwork/design.
- List and briefly describe the design principles observed in the selected work.
- Include feedback from your lecturer in your blog post.
DESIGN PRINCIPLES
GESTALT THEORY
In German, "Gestalt" means "shape" or "whole" because the
human brain first sees the whole of things and then analyzes the parts;
the overall structure determines the function of the parts (i.e., finding
patterns, logic, and structure).
What we see is not scattered elements, but a whole.
The following are the Gestalt principles:
1. Principle of Similarity
1. Principle of Similarity
The human eye always groups similar elements together.
Even if they are separate, as long as they are similar in color, shape, or
size, the brain will automatically connect them; this is how the brain
automatically groups them.
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Fig. 1.1.1 - Principles of Similarity by Christopher Butler Src: https://www.chrbutler.com/gestalt-principles-of-design-similarity |
2. Principle of Continuation
The human eye tends to follow lines, paths, or curves because we are
more inclined to see "flow" than "breaks." This principle is often used
in design to guide the eye.
Fig. 1.1.2 & 1.1.3 - Principles of Continuation by Christopher Butler
Src: https://www.chrbutler.com/gestalt-principles-of-design-continuit
Src: https://www.chrbutler.com/gestalt-principles-of-design-continuit
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Fig. 1.1.2 & 1.1.3 - Principles of Continuation -
Pinterest Src: https://www.pinterest.com/pin/813955332694551231/ |
3. Principle of Closure
If a shape is incomplete, the brain will automatically fill in the gaps
because we prefer to see complete shapes.
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Fig. 1.1.4 - Principles of Closure by Christopher Butler Src: https://www.chrbutler.com/gestalt-principles-of-design-closure |
4. Principle of Proximity
Elements that are close together are usually considered a group, while
those that are far apart are considered unrelated. This principle is
very important in typography.
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Fig. 1.1.5 - Principles of Closure by Christopher Butler Src: https://www.chrbutler.com/gestalt-principles-of-design-closure |
5. Principle of Figure / Ground
Objects are often perceived as foreground and background, which causes
our brains to switch between the two.
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Fig. 1.1.6 - Criminal Underworld poster series by Simon C. Page. Src: https://www.smashingmagazine.com/2016/05/improve-your-designs-with-the-principles-of-closure-and-figure-ground-part-2/ |
6. Law of Symmetry & Order
Symmetrical elements are often perceived as a unified whole, as their
balance in form, scale, and placement along a shared axis creates a
sense of stability and order.
In contrast, asymmetry conveys movement and dynamism.
In short, balance acts as a facilitator of visual understanding.
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Fig. 1.1.7 - Collaboration, coöperation, coördination by Patkos
Design. Src: https://dribbble.com/shots/15517605-Collaboration-co-peration-co-rdination |
7. Others Gestalt Theory
- Law of Uniform Connectedness
- Law of Prägnanz
- Law of Common Fate
CONTRAST
Contrast involves placing strong and different elements side by
side, using their contrast to highlight the focal point, thereby
increasing visual appeal and emphasis, and conveying the
content.
Conversely, without contrast, the visual experience becomes
monotonous.
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Fig. 1.2.1 - Pushing Contrast in Value by Steven Aiken Src: https://study.com/academy/lesson/visual-contrast-in-graphic-design-application-effectiveness.html |
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Fig. 1.2.2 - Pushing Contrast in Value by Matt Fussell Src: https://thevirtualinstructor.com/blog/pushing-contrast-in-value |
EMPHASIS
Emphasis creates visual dominance and directs attention within a design,
allowing a specific element to stand out as the focal point.
Example:
- Color
- Shape
- Brightness
- Size
- Position
- Shape
- Brightness
- Size
- Position
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Fig. 1.3.1 - Emphasis in balance by Bogdan Sandu Src: https://www.designyourway.net/blog/what-is-emphasis-in-graphic-design/ |
BALANCE
Balance refers to the distribution of visual weight within a composition
and the state of equilibrium among elements.
It does not require identical elements on both sides; rather, it
emphasizes visual stability. Therefore, balance can be achieved through
symmetrical or asymmetrical.
1. Symmetrical Balance
- Equal visual weight distributed on both sides of a central
horizontal or vertical axis.
- Radial balance is achieved when elements are evenly arranged
around a central point.
- Approximate symmetry refers to the arrangement of visually
equivalent, though not identical, elements around an axis or pivot line.
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Fig. 1.4.1 - Symmetrical Balance in Photography by Kyle DeGuzman Src: https://www.studiobinder.com/blog/what-is-symmetrical-balance-in-art/ |
2. Asymmetrical Balance
Asymmetrical balance occurs when visual weight is unevenly
distributed.
One side may have a dominant element, while the other is balanced by
smaller elements. It creates dynamism and visual interest but is more
challenging to achieve.
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Fig. 1.4.2 - Country Road in Provence by Night Src: https://www.studiobinder.com/blog/what-is-asymmetrical-balance-in-art/ |
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Fig. 1.4.3 - Do a double-take when you look at this “Silhouette"
by lexander Khokhlov Src: https://www.facebook.com/photo/?fbid=10161363275670073&set=gm.1436415090399465&idorvanity=315791235795195 |
3. Golden Ratio
The Golden Ratio (φ ≈ 1.618) is a mathematical proportion derived from
the Fibonacci sequence and commonly found in nature.
It has long been regarded as a symbol of beauty and harmony, and is
widely used in art, architecture, and design to create balance,
structure, and visual appeal.
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Fig. 1.4.4 - Golden Ratio by ExpertPhotography Photography Src: https://expertphotography.com/golden-ratio-vs-rule-of-thirds |
4. Rule of Thirds
The Rule of Thirds is a compositional guideline used to create movement
and visual interest in design, photography, film, and painting. The
frame is divided into three equal parts both horizontally and
vertically, and key elements are placed along the lines or at their
intersections.
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Fig. 1.4.5 - Rule of Thirds by ExpertPhotography Photography Src: https://expertphotography.com/golden-ratio-vs-rule-of-thirds |
REPETITION
Repetition enhances rhythm and liveliness in design. Repeating elements
creates rhythm and patterns, while variation prevents monotony and keeps
the composition engaging. Patterns add visual impact by increasing
surface interest.
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Fig. 1.5.1 - What is repetition in design and how to use it in your creative
project? by Adobe Express Src: https://www.adobe.com/uk/express/learn/blog/what-is-repetition-in-design |
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Movement refers to the way a design guides the viewer’s eye into,
around, and through a composition.
Visual movement occurs when elements appear to create a sense of motion.
This effect is often achieved through the use of shapes, lines, curves,
and forms.
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Fig. 1.6.1 - Photo movement by Cottonbro Studio Src: https://www.pexels.com/photo/woman-sitting-near-black-and-white-striped-wall-6492156/ |
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Fig. 1.6.2 - Dancing in the Rain: The Beauty of Movement by Alex
Volkov Src: https://www.pinterest.com/pin/709105903866456729/ |
1. Harmony
Harmony involves selecting elements that share common characteristics to create a sense of unity and coherence. Elements may share a similar theme, aesthetic style, or mood.
Harmony involves selecting elements that share common characteristics to create a sense of unity and coherence. Elements may share a similar theme, aesthetic style, or mood.
However, without variation, harmony can become monotonous.
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Fig. 1.7.1 - Harmony in Interior Design: Definition, Principles, Examples
& Tips Src: https://ahouseinthehills.com/harmony-in-interior-design-definition-principles-examples-tips/ |
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Fig. 1.7.2 - Sunset on the Seine at Lavacourt, Winter Effect by Claude
Monet Src: https://www.facebook.com/photo/?fbid=1079984967504639&set=gm.9255236381234433&idorvanity=324111407680353 |
2. Unity
Unity refers to the repetition of specific elements in a design, such as color, shape, or texture, to create visual consistency. When these elements are balanced and work together as a whole, a sense of unity is formed, strengthening the overall theme.
Unity refers to the repetition of specific elements in a design, such as color, shape, or texture, to create visual consistency. When these elements are balanced and work together as a whole, a sense of unity is formed, strengthening the overall theme.
Although unity and harmony sound similar, they play distinct roles in how
we experience design.
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Fig. 1.7.4 - Unity's Photo by Vee Src: https://www.pinterest.com/pin/849491548496589565/ |
SYMBOL
A symbol is a sign, shape, or object used to represent something else.
In design, symbols can communicate information, sometimes equivalent to
a sentence or even a full story.
However, symbols are not universally understood, and interpretations may
vary across cultures.
Advantages of symbols:
- Quick comprehension
- Cross-language communication
- Space efficiency
A good symbol should be:
- Simple
- Recognizable
- High contrast
- Distinct in contour
- Appropriately sized
- Clear in form
- Recognizable
- High contrast
- Distinct in contour
- Appropriately sized
- Clear in form
1. Pictorial Symbols
A simplified image that resembles a real-world object.
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Fig. 1.8.1 - Pictorial Symbols by Tatiana Hryn Src: https://www.dreamstime.com/stock-illustration-line-art-icons-music-theater-artistic-symbols-outline-vector-icon-set-cinematography-graphics-image79871946 |
2. Abstract Symbols
It resembles a real object but with reduced details, making it more
simplified.
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Fig. 1.8.2 - Abstract Symbols by JerryCreative7 Src: https://www.shutterstock.com/zh/image-vector/initial-letter-w-wing-logo-forming-2654378399?trackingId=f3c4432d-b7d9-440e-a64e-0ee84ceb1c89&listId=searchResults |
3. Arbitrary Symbols
It has no direct resemblance to real-world objects. Its meaning is
socially assigned and must be learned to be understood.
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Fig. 1.8.3 - Arbitrary Symbols by Creators Club Src: https://www.pinterest.com/pin/751116044124023854/ |
WORD & IMAGE
Images are essential in design, helping audiences connect with concepts or
brands. The combination of text and images creates hierarchy and balance.
Typography is the art of arranging text to communicate effectively.
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Fig. 1.9.1 - Who Makes the BEST Movie Posters? by Jesse Nyberg Src: https://gluesletter.substack.com/p/who-makes-the-best-movie-posters |
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Fig. 1.9.2 - Tanji Yoko Artworks - Japanese Art Book Illustration
by Etsy Src: https://www.pinterest.com/pin/844636105139485868/ |
ARTWORK ANALYSIS
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| Fig. 2.1 - Light is the meaning of everything by Osot-酒保 |
Designer's name: Osot-酒保
Year: 12 September 2025
Size: 7680 × 4078
Medium: Adobe PhotoshopSource:
Discover - https://www.ggac.com/contest/gmmj/workprize
This artwork is inspired by a pivotal scene from the novel Lord of the Mysteries, a moment that deeply resonates with me. The image depicts a land forgotten by the world and abandoned by mystery itself. It is a place perpetually shrouded in darkness, where people must keep their lamps lit at all times to guard against monsters lurking in the shadows. They are even forced to kill their loved ones to prevent them from transforming into creatures of darkness.
After enduring the pain of killing his own kin and witnessing the sacrifices of friends and elders, the young protagonist gradually matures with the guidance and support of the main character and the Chief. In the end, he opens the gate leading his people to the real world and welcomes the long-awaited light. However, at this very moment of historical transition, the Chief, who served as both mentor and guiding figure, falls forever.
Visually, the artist creates a powerful impact through the contrast between monumental spatial scale and the smallness of the human figure. The clean yet sharp compositional lines direct the viewer’s gaze toward the central beam of light, which symbolizes hope. Upon closer inspection near the young boy, faint humanoid forms emerge within the grey mist. These figures appear to represent the clansmen, relatives, friends, comrades, and elders who sacrificed themselves over three thousand years to protect this “Forsaken Land.” Their collective will seems to assist the boy in pushing open the heavy bronze gate toward the light they longed for.
The use of light is particularly masterful. The narrow beam piercing through the crack of the door cuts through three millennia of darkness. It not only strengthens the focal point but also enhances dramatic tension and spatial depth.
Ultimately, the artwork not only grandly recreates a historical turning point within the narrative, but also eloquently interprets the full meaning of “light” as both hope and sacrifice through refined visual storytelling.
Design Principles Used in The Design:
- Contrast & Emphasis
The artist creates a strong light–dark contrast between the deep background and the light from the door, reinforcing the focal point and establishing a sacred yet mysterious atmosphere. - Leading Lines & Composition
The artist skillfully uses the direction of the mist and the light cast on the steps to form leading lines, guiding the viewer’s eye toward the subject while enhancing spatial depth.
- Harmony & Unity
The artist uses similar tones with subtle variations in value to create a harmonious and unified visual composition. - Balance
With the beam of light as the central axis, the balanced structure and mist distribution on both sides create a sense of solemnity, stability, and ritual presence. - Scale
The stark contrast between the vast space and the small human figure emphasizes human fragility against monumental surroundings, while conveying the power of a small individual breaking free from the constraints of fate.
FEEDBACK
Week 02
An overview of the course objectives and task requirements is provided. Please begin working on Task 1.
Week 03
Due to the Chinese New Year holiday, there was no feedback this week.
Week 04
Please be mindful of your selected design source and ensure that all necessary references are properly cited.
REFLECTIONS
Through this course, I gradually became aware of the fact that design is not just about visual beauty, but also about structure and expression. Design elements such as contrast, balance, and composition can be used in a purposeful way to influence the emotions and understanding of the viewers.
As a result of the visual analysis process, I also became aware of the fact that the effective application of design elements could directly or indirectly enhance the narrative content of the visual representation. The application of light and space not only serves the purpose of visual beauty but also enhances the emotional content. This helped me realize the importance of design principles as the foundation of impactful works.
As a result of this task, I became aware of the fact that design principles are the foundation of impactful works.