Design Principles

3/2/2025 - 17/2/2025 / Week 1 - Week 3

Tay Yue Chern / 0373215

Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University

Task 1 - Exploration

TABLE OF CONTENT

1. INSTRUCTIONS

2. ARTWORK ANALYSIS

3. DESIGN PRINCIPLES

4. FEEDBACK

5. QUICK LINKS

INSTRUCTIONS

For Task 1, we are asked to:

1. Explain Design Principles

Describe key design principles (Gestalt, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, Word & Image) and find suitable examples (no reusing lecture images). Credit all sources properly.

2. Select and Upload an Artwork

Choose an art/design work that interests us and upload a JPEG file (A4 size, 300dpi) to our Task 1 blog post. Include a credit line with the title, artist/designer, year, size, medium, and source below the image. Write a Short Analysis (150-200 words), explain why we chose the artwork and describe the design principles observed in it.

ARTWORK ANALYSIS

La La Land Official Movie Poster, Summit Entertainment, 2016, Photo Manipulation, Wikipedia

Title: La La Land Official Movie Poster

Artist / Designer: Summit Entertainment (as the specific designer is unknown)

Year: 2016

Size: 2000 x 3000 pixels

Medium of the art: Photo Manipulation

Source: https://en.wikipedia.org/wiki/La_La_Land

The design work I chose is the official poster of the movie La La Land. This movie poster immediately caught my attention with its dreamy and romantic atmosphere. The scene of the two main characters dancing under the twilight sky, with the glowing cityscape in the background, perfectly reflects the film’s mood. Even without watching the movie, I can feel the themes of love, ambition, and nostalgia just from this image.

What I love most about this poster is its colour scheme. The deep blues and purples of the sky create a magical, almost surreal feeling, while the warm city lights add contrast and a sense of depth. The female lead’s bright yellow dress stands out beautifully against the darker background, making her and the male lead the clear focal points. Their pose adds movement and energy to the scene, making it feel alive. The minimalist typography complements the visual elements without distracting from the overall composition.

Design Principles in this artwork

1. Contrast

The poster uses strong colour contrast—cool blues and purples dominate the background, while the warm yellow of the female lead’s dress and the golden city lights create balance. This contrast helps guide the viewer’s focus to the main characters.

2. Balance & Symmetry

The composition follows the rule of thirds, positioning the couple at the left bottom intersection point. The placement of the title, city lights and the open sky creates a balanced yet dynamic layout.

3. Emphasis

The couple’s pose and bright clothing naturally draw attention to them, making them the clear focal point of the image. The lighting also subtly highlights their presence, enhancing the romantic and theatrical feel.

4. Movement

The poses of the two main characters create a flow and action, making the design more engaging and dynamic.

5. Word and Image

The tall, slightly elongated letterforms create a sense of sophistication and rhythm, complementing the film’s musical theme.

1. Gestalt theory

Gestalt theory is about how our brains naturally organise what we see. Instead of focusing on separate parts, we automatically group things together to find patterns and make sense of them.

1.1 Principle of Similarity

When objects look alike, we naturally group them together in our minds. This similarity can be based on colour, shape, size, or texture. For example, if a design has several circles and one square, we see the circles as one group and the square as separate.

As shown in Fig 1.1.1, we focus on the circles and naturally group them together, forming the shape of an arrow pointing to the right. The light grey squares do not disturb this perception, as our eyes tend to see similar objects as a group.

Fig 1.1.1 Principle of Similarity (Source: Christopher Butler)

1.2 Principle of Continuation

Our eyes prefer to follow a continuous path, if a line or curve seems to keep going, our brain naturally follows its direction. This is why curved roads or flowing designs feel smooth and connected. This principle helps guide the viewer’s focus smoothly through a design.

Here, we follow the line that seems to not have any or least resistance. (Source: ux360.design)

Fig 1.1.2 How Continuation affects us (Source: ux360.design)

Fig 1.1.3 Principle of Continuation (Source: Pinterest)

1.3 Principle of Closure

When we see an incomplete shape, our brain automatically fills in the missing parts to make it whole.

In Fig 1.1.4, there isn’t a real lightbulb. Instead, our brain completes the missing shape created by the hand, while the hardware at the bottom helps suggest the idea of a "lightbulb." This is an example of how our mind fills in gaps to recognise familiar objects.

Fig 1.1.4 Principle of Closure (Source: Pinterest)

For Fig 1.1.5, it's also the same idea. The shape of the hands, along with the negative space and the label logo, immediately allows us to recognise a pair of hands gripping a glass bottle from top and bottom.

Fig 1.1.5 Principle of Closure (Source: Pinterest)

1.4 Principle of Proximity

Objects that are close to each other are seen as a group, even if they are different in shape or colour.

things that are close together appear to be more related than things that are spaced farther apart (Source: usertesting). This helps arrange information clearly and makes designs easier to read.

Fig 1.1.6 Principle of Proximity (Source: builtin)

Fig 1.1.7 Principle of Proximity (Source: Pinterest)

Fig 1.1.8 is the example of principle of proximity in website design. The location, check-in/out dates, and guest number fields are grouped together in the search bar at the top. Different icons of stay categories are placed close together in a horizontal scroll as a group. Each property card displays the image, title, price, and rating close together as a group as well. Our eyes and brain naturally perceive these grouped elements as related, making it easier to understand and navigate the information quickly.

Fig 1.1.8 Principle of Proximity (Source: airbnb)

1.5 Principle of Figure/Ground

Objects are instinctively perceived as the foreground or the background. Our brain automatically identifies one part of the image as the main subject (figure) and the rest as the background (ground). The figure stands out in the foreground, while the background appears to recede, helping us focus on the important elements in a design.

In Fig 1.1.9, we can see a woman's silhouette with side lighting, and at the same time, we might also see a person turned to the side, perhaps playing a saxophone. The basic idea is that you can see two images within one design, which are seamlessly integrated.

Fig 1.1.9 Principle of Figure/Ground (Source: Pinterest)

Fig 1.1.10 Principle of Figure/Ground (Source: Pinterest)

Fig 1.1.11 Principle of Figure/Ground (Source: Pinterest)

1.6 Law of Symmetry & Order

People prefer simple, balanced, and symmetrical compositions because they are easier to process. Symmetry creates a sense of harmony and stability. This rule suggests that objects that are symmetrical will be more likely to be grouped together than objects not symmetrical.

Fig 1.1.12 Law of Symmetry & Order (Source: Pinterest)

2. Contrast

The main concept of this principle is the use of strong differences in elements to create visual interest, emphasise key points, and enhance communication. Without contrast, designs can look dull and unengaging.

Contrast creates interesting relationships between the visual elements. It can push elements away, connect them or complement them (Source: Contrast Principle of Design). It exists in most design fields, including but not limited to web design, interior design, architecture, photography, as what Dr Jinchi has shown in the lecture video. It could be created by difference in many aspects such as colour, size, shape, texture, etc.

In Fig 1.2.1, the tiny ballerina in red contrasts sharply with the larger black silhouette at the back. The same applies to Fig 1.2.2. Both images demonstrate contrast through strong colour and size differences.

Fig 1.2.1 Contrast (Source: The Adjustment Bureau)

Fig 1.2.2 Contrast (Source: Pinterest)

Fig 1.2.3 is an example of contrast in photography. The photo uses light and shadow to create a strong black-and-white effect, making the person and the path stand out against the dark background. The contrast is further enhanced by the difference in size between the person and the large building at the back.

Fig 1.2.3 Contrast (Source: Rupert Vandervell)

3. Emphasis

Emphasis in design is about making one element stand out so it grabs attention first. This creates a clear focus and helps guide the viewer’s eye. Various elements can be used to create emphasis, such as colour, size, shape, contrast, or placement to highlight the most important part of a design.

Fig 1.3.1 Emphasis (Source: Pinterest)

Golden Ratio and Rule of Thirds can help to position key elements in a way that naturally draws attention.

Golden Ratio - Creates a visually pleasing composition by placing important elements along a spiral or specific proportional points. This can help emphasise the focal point naturally.

Fig 1.3.2 Golden Ratio Example (Source: Girl with a Pearl Earring, Pinterest)

Rule of Thirds - Divides the design into a 3x3 grid, placing key elements at the intersections to create a natural point of interest. This makes the emphasis feel balanced and engaging.

Fig 1.3.3 Rule of Thirds Example (Source: Pinterest)

4. Balance

Balance is a design principle that creates a sense of stability and harmony in a composition, refers to the distribution of visual weight in a design work. It ensures that elements are arranged in a way that feels visually right. If a design is unbalanced, it can feel chaotic or uncomfortable to look at.

Balance can be symmetrical or asymmetrical.

4.1 Symmetrical Balance

Elements are evenly arranged on both sides of a central line, creating a mirror-like effect.

Fig 1.4.1 Symmetrical Balance (Source: MD Kamruzzaman)

Fig 1.4.2 Symmetrical Balance (Source: Pinterest - by Brian Rau)

Approximate Symmetry - Both sides of a design are not perfectly identical but still feel balanced. The elements on each side may be similar in shape, size, or visual weight, but they have slight differences, making the design more natural and dynamic while maintaining harmony.

Fig 1.4.3 Approximate Symmetry (Source: Pinterest)

Fig 1.4.4 Approximate Symmetry (Source: Pinterest)

4.2 Asymmetrical Balance

Two sides of a design have unequal visual weight but still feel balanced. One side might have a dominant element, while the other side balances it with multiple smaller elements or different visual features. This creates a more dynamic and visually engaging composition.

In Fig 1.4.4, the cow is placed at the bottom right, and to balance the design, a large text is positioned at the top left. The text has more visual weight due to its colour. Similarly, in Fig 1.4.5, multiple elements on the right side balance the large, highlighted text on the left.

Fig 1.4.5 Asymmetrical Balance (Source: Pinterest)

Fig 1.4.6 Asymmetrical Balance (Source: Pinterest)

Van Gogh’s The Starry Night is an excellent demonstration of leveraging asymmetrical balance. Van Gogh has used very different shapes and objects on either side of his work. Yet he manages to provide a sense of balance by playing with the size and colour of these elements. (Source: piktochart)

Fig 1.4.7 Starry Night (Source: Van Gogh)

5. Repetition

Repetition in design means using the same elements multiple times to create rhythm, consistency, and connection. It makes a design feel active and organised. However, if everything looks exactly the same, it can become boring. Variety means making small changes in elements and objects in composition (varying angles, exposure, composition, etc.), to keep the rhythm interesting and engaging. Patterns also help add visual excitement.

Fig 1.5.1 Repetition (Source: Pinterest)

Fig 1.5.2 Repetition (Source: Pinterest)

Fig 1.5.3 Repetition (Source: Pinterest)

Patterns can also be incorporated through the repetitive use of a limited number of colors. This is called a colour palette. Google uses a distinct colour palette that can be seen all throughout their products and apps. (graphicszoo)

Fig 1.5.4 Repetition (Source: graphicszoo)

6. Movement

Movement is a design principle that guides the viewer’s eyes through a composition in a specific way. It creates a sense of flow, direction, or action, making the design more engaging and dynamic.

Fig 1.6.1 Movement (Source: Pinterest)

7. Harmony and Unity

7.1 Harmony

Harmony in design means that all elements work well together to create a pleasing and balanced look. It ensures that colours, shapes, textures, and styles complement each other, making the design feel cohesive rather than chaotic.

Fig 1.7.1 Harmony (Source: FAGOSTUDIO .)

Fig 1.7.2 Harmony (Source: Ola Jasionowka)

7.2 Unity

Unity is when different elements in a design come together as a whole. It gives a sense of completeness and makes the design feel connected rather than random. Unity is often achieved through repetition, alignment, and consistency.

Fig 1.7.3 Unity (Source: Pinterest)

For example, the template below presents a lot of information, but it does so effectively by using just two colours, two typefaces and one illustration style. Because of these unifying elements, the information is cohesive and easily consumable. (Source: venngage)

Fig 1.7.4 Unity (Source: venngage)

Fig 1.7.5 Unity (Source: Pinterest)

8. Symbol

8.1 Pictorial Symbol

Image related / simplified pictures. These symbols look like real objects and are easy to recognise. They visually represent what they mean.

Fig 1.8.1 Pictorial Symbol (Source: flaticon)

8.2 Abstract Symbol

Abstract Symbols look like the object they represent but with lesser details. These symbols are simplified versions of real objects, keeping just enough detail to be recognisable.

Fig 1.8.2 Abstract Symbol (Source: flaticon)

8.3 Arbitrary Symbol

These symbols have no visual connection to their meaning. We have to learn to know the meaning behind.

Fig 1.8.3 Arbitrary Symbol (Source: flaticon)

9. Word and Image

This focuses on how text and visuals work together to create meaning and impact.

Imagery is essential in both print and digital design because the right images help people connect with a brand or concept. Using suitable and relevant images makes a design more effective.

Typography (the style, font, and placement of text) is just as important. The right words, typeface, and strategic positioning enhance the message, creating visual hierarchy and balance.

When combined thoughtfully, words and images strengthen each other, making the design more engaging, meaningful, and visually organised.