Design Principles Week 1 | Contrast & Gestalt Theory

Week 01 (23/08/2021) 
Shamiella Baziella Binti Mohamad (0333104) Group B
Bachelor of Mass Communication (Hons) (Digital Media Production)

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LECTURES

Week 01: Introduction to Elements & Principles of Design / Gestalt Theory 

23/08/2021
First day of class! The introductory class began where Dr. Charles briefly introduced us to the module, as well as showing us our senior's past assignments as our guidance. Dr. Charles then walks us through the Google Classroom and E-portfolio (blog) as we will be utilizing the platform throughout the semester.  As for our lecture, Dr. Jinchi taught us the basic rules of design specifically on the elements of design, the principles of design, and Gestalt Theory; the key concept covered are as below:

 

Elements of Design: Point, Line, Shape, Form, Texture, Space, Colour 

Figure 1.0: Elements of Design

Principles of Design: Contrast, Balance, Emphasis, Rules of Third, Repetition, Movement, Hierarchy, Alignment, Unity, Harmony, Proportion 

Figure 1.1: Principles of Design

Gestalt Theory: Gestalt (refers to "shape" or "form" in German) how the human eye perceives visual elements 

• Principle of Similarity: human eye tends to perceive similar elements in the design as a complete picture

• Principle of Continuation: human eye follows the paths (lines/curves) prefers to see a continuous flow of visual elements rather than separated objects

• Principle of Closure: human eye prefers to see complete shapes

• Principle of Proximity: process of ensuring related design elements are placed together

• Principle of Figure/Ground: objects are perceived as being either in the foreground or the background

• Law of Symmetry & Order: elements that are symmetrical to each other perceived as a unified group

Figure 1.2: Gestalt Principles

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INSTRUCTIONS

Module Information Booklet

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VISUAL RESEARCH 

As for this exercise, we were required to create and design depicts the contrast and gestalt theory. Below are a few of the visual research that I looked up on Pinterest.

Task 1: Contrast

Figure 1.3:Visual Research Compilation on Contrast

Simply put, contrast is the difference between two colors. Hence, as for this particular task I decided to go with black and white color as it creates the highest contrast between the two colors. I started to compiled some of the visual research on Pinterest for my references and started to sketch them in my sketchbook. 

Task 2: Gestalt Theory 

Figure 1. 4: Visual Research Compilation on Gestalt Theory 

Gestalt Theory, are the perceptions of how humans perceive/group similar elements, recognize patterns, and simplify complex images. Gestalt art/design can be aesthetically pleasing and easy to understand. Above are the interesting references on Gestalt Theory I found on Pinterest. 

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IDEA EXPLORATION

Task 1: Contrast

As for the contrast exercise, I decided to go with the Star Wars poster theme particularly, the main character of the Darth Vader. Hence, below are a few of the poster inspirations that depict the contrast between black and white.

Figure 1.5: Contrast Idea Exploration

Then, I started to draw the figure in my sketchbook. 

Figure 1.6: Contrast Sketch

I started to cut out the pieces using black and white papers to enhance the contrast by keeping it as a minimalist style approach. I decided to add the little details on the lightsaber portrayed on the black side, therefore, below are the progress of my design.

Figure 1.7: Progression; Cutting & Pasting

Figure 1.8 Contrast Design Outcome 

Task 2: Gestalt Theory 

For the 2nd task, below are a few of the interesting art pieces that I found on Pinterest as my inspirations. 

Figure 1.9 Gestalt Idea Exploration 

I started to sketch a few of the designs I intend to create by incorporating watermelon and an umbrella.  Below are the sketches that I roughly did in my sketchbook. 

Figure 2.0 Gestalt Sketch 

After a few sketches I did, I started to create and design them manually by using black and white paper. Hence, I cut out a watermelon that resembles an umbrella. The stick represents the umbrella stick where it can also represent a straw upside down drinking from the watermelon. 

Figure 2.1 Gestalt Design Draft #1

However,  I wasn't fully satisfied with the outcome as I was unsure about the gestalt principles that I apply, and it takes a while for some people to recognize the design. I decided to give it another try by incorporating the principles of figure/ground and similarity in my design. Hence, below are the design that I illustrated and sketch digitally before doing them manually. 

Figure 2.2: Gestalt Design #2

FIgure 2.3: Gestalt Design #3

I illustrated the snow globe in which it symbolizes the thumbs up as well as the sleeve cuff being the bottom of the snow globe. Whereas the #3rd design represents the similarity in which the fist symbolized power, so I decided to combine the idea of the light bulb. 

I decided to do them manually by cutting and pasting them onto black paper. I trace and cut the elements to try to make it as possible to the sketch illustration I did. Hence, below are the results and the progression. 

Figure 2.4: Progression; Cutting & Pasting 

Figure 2.5: Gestalt Final Outcome 

Out of the two gestalt design, I decided to go with the snow globe for the final submission.

FINAL SUBMISSION 

Figure 2.7: Final PDF Submission for Contrast and Gestalt 

and that concludes Task 1!

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FEEDBACK

Contrast: Received direct feedback from Dr. Charles and he commented that the contrast clearly shows the contrast between black and white. 

Gestalt Theory: Dr. Charles was impressed that all of the exercises were done manually and he commented that incorporating the snow globe and the thumbs were nicely done. 

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REFLECTION

I found out there's so much to learn in design principles than just applying the principles and designing them, it's about what makes design not only appealing to the eyes but also functional and useful for our everyday use. Through this exercise, I learned so much and I get the opportunity to express my own thoughts as well as making them art therapy by taking some time off from the screen and only focusing on my artwork. Although I found myself struggling for quite a bit, I really enjoyed the whole process of doing the exercise manually as it gives me more options/ways to make them as perfect as digital art. The struggle of physical art is purely based on space and time, it might take time creating and designing the art piece but it gives me satisfaction on the final outcome of what I've expected.