Design Principles - Task 3 Development & Design
3/3/2025 - 17/3/2025 / Week 5 - Week 7
Tay Yue Chern / 0373215
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3 - Development & Design
TABLE OF CONTENT
1.
INSTRUCTIONS
2. RATIONALE
4. FEEDBACK
5. QUICK LINKS
INSTRUCTIONS
Select one of the 3 ideas you proposed in Task 2. Develop it through colour
exploration, composition, typeface, positioning, etc., with design principles
in mind.
Finalise your idea and create your final design in A4 size,
JPEG format in at least 300dpi pixel size. Label the design as
<Your Name_Title of Design_Task 3>.
Write a 200-word rationale explaining/defending:
1. the decisions made in your design
2. the meaning/purpose of the design
3. the design principles that are employed to create the design
RATIONALE (200 words)
1. Design Decisions (84 words)
|
| Fig 1.1.1 Idea #1, #2 & #3 in Task 2 |
|
| Fig 1.1.2 Idea #1 (left) & Idea #2 (right) designs |
Initially, I explored Idea #1 and Idea #2 by developing refined designs. Idea #2 followed strict principles, using typography as a leading line and placing characters at the rule of thirds. However, I preferred Idea #1.
|
| Fig 1.1.3 Typography design |
I designed two typefaces: typeface #1 improved readability, while typeface #2, inspired by piano keys, reflected the film’s musical theme. I chose the second typeface, adjusting proportions for a dynamic title.
|
| Fig 1.1.4 Colour scheme |
The colour scheme keeps the blue-purple gradient and contrast with the heroine’s yellow dress, with purple as the dominant tone after testing variations.
2. Meaning & Purpose (73 words)
I wanted the design to reflect the film’s theme—chasing dreams despite uncertainties. The streetlamp frames the scene, referencing an iconic moment in the movie.
 |
| Fig 1.2.1 Design detail |
The characters' hands extending beyond the streetlamp symbolise breaking societal norms, ambition, and courage. This was inspired by the line, "Here's to the fools who dream."
 |
| Fig 1.2.2 Design detail |
I chose a typeface inspired by piano keys to reinforce the musical essence of the film, ensuring that typography and imagery work cohesively.
3. Design Principles (59 words)
3.1 Contrast
The heroine’s yellow dress contrasts with the cool-toned background, while the male lead’s outfit remains distinct.
3.2 Balance (Approximate Symmetry)
The composition follows symmetry, with slight variations to avoid rigidity.
3.3 Emphasis
The streetlamp's frame directs focus to the characters.
3.4 Movement
The extended arms break past the frame, enhancing dynamism.
3.5 Depth
A fading gradient in the city lights creates space.
3.6 Typography
The piano-key-inspired typeface reinforces the musical theme.
TASK 3 FINAL OUTCOME
 |
| Fig 2.1 Tay Yue Chern_LaLaLand_Task 3 |
FEEDBACK
Week 5
Specific Feedback
Keep on developing the design, do case study for the work.
Week 6
Specific Feedback
Maybe can try to add the stairs, make the scene and the overall design more logical, like one coming from the left and another one coming from the right, and the meeting point is at the centre.
Week 7
Specific Feedback
All good.
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