Design Principles Week 2 & 3 | Balance & Emphasis

Week 02 (31/08/2021)
Shamiella Baziella Binti Mohamad (0333104) 
Bachelor of Mass Communication (Hons) (Digital Media Production)

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LECTURES

Week 02: Balance & Emphasis
31/08/2021
As for this week class, we were introduced on the balance & emphasis, the key concept are covered as below: 

Balance
• refers to the distribution of visual weight in a work of design
• visual equilibrium of the elements causes the image to appear balanced
• balance; symmetrical or asymmetrical

Figure 1.0: Types of Balance 

Symmetrical Balance
• has equal weight on equal sides of a centrally placed fulcrum 
• equal arrangement on either side (horizontal or vertical) resulting in the bilateral balance
•  arranging elements equally round central points results in radial balance
•  approximate symmetry is when equivalent but not identical forms arranged around the fulcrum line

Figure 1.1: Examples of Symmetrical Balance

Asymmetrical Balance
• unequal visual weight on each side of the composition 
• one side of the composition dominates the elements, which could be balanced by a couple or lesser focal points on the other side
• dynamic & interesting; evokes feelings of modernism. movement, energy, and vitality
 offers more visual variety, difficult to achieve because the relationships between elements are more complex

Figure 1.2:  Examples of Asymmetrical Balance 

Golden Ratio 

• mathematical ratio/concept; representative of perfect beauty 

• guide to create visual balance 

• used to bring harmony, balance, and structure

Figure 1.3:  Golden Ratio 

Figure 1.4:  Golden Ration in Logo 

Rule of Thirds
• composition guideline; create more dynamism
• image divided evenly into thirds horizontally and vertically

Figure 1.5: Rule of Thirds 

Emphasis and Dominance
• used to create dominance and focus 
• various elements can be used to create emphasis- color, shapes, value

 

Figure 1.6: Example of Emphasis

Repetition (pattern and rhythm)
• creates rhythm and pattern within the work 
• pattern increases visual excitement by enriching surface interest 

Figure 1.7: Example of  Repetition

Movement
• the way design leads the eye in, around, and through a composition- the path eye follows
• movement in a visual image comes from the kinds of shapes, forms, lines, and curves that are used

Figure 1.8: Example of Movement

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INSTRUCTIONS

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VISUAL RESEARCH

Below are a few of the interesting inspirations that I found on Pinterest and intended to incorporate in my design. 

Task 1:  Balance 

Figure 1.7: Visual Research Compilation on Balance 

Task 2: Emphasis 

Figure 1.8: Visual Research Compilation on Emphasis 

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IDEA EXPLORATION

Task 1: Balance 

As for the balance exercise, I decided to incorporate on daily objects that we can found everywhere. Hence, below are some pictures that depict the balance I intended to incorporate in my piece.

Figure1.9: Idea Exploration on Balance

I decided to come up with an upside-down concept for balance, and below are a few of my sketches on ketchup bottles, ice cream, and juice drinks.

 

Figure 1.9: Balance Sketches Design

I decided to choose the ketchup bottle as I always found myself putting the ketchup bottle upside down in order for them to reach out the plate. 

Figure 2.0: First Draft on Balance

I decided to draw them again and give more details on the ketchup bottle than the previous one, In order for the ketchup bottle to stand out, I decided to use the light blue color as the background rather than using the orange color as the background. 

Figure 2.1: Progression on the 2nd draft

Figure 2.2: Outcome on the 2nd draft

After receiving feedback from Dr. Charles, I did amendments based on Dr. Charles's suggestion by cutting the ketchup bottle and elevate them. Hence below are the progressions in which I make paper springs to make them pop-up and bouncy. 

Figure 2.3: Progression on Cutting & Pasting 

Figure 2.4: Ketchup Bottle Outcome on Different Background

I decided to differentiate the ketchup bottle by sticking them onto different surfaces next to a flat object. 

Figure 2.5: Ketchup Bottle on my Noticeboard

Figure 2.6: Final Outcome on Balance

Task 2: Emphasis 

As for the 2nd task on emphasis, I intend to incorporate people as the main subject (focal point). Oftentimes, we questioned ourselves how are we different from others and what makes us stand out from them? Therefore, I decided to emphasize one person among the crowd. Hence, below are some pictures I found on Pinterest. 

Figure 2.7: Idea Exploration Emphasis

Figure 2.8: Idea Exploration on Emphasis

I started to sketch and brainstorm the design by referring to the pictures above as a reference. Below are the sketch that I roughly did on my sketchbook. 

Figure 2.9: Emphasis Design Sketch 

I started off by drawing and tracing the people and decided to use two mediums; crayons and colored pencils for this exercise. Color pencils give a brighter pop look rather than crayons and enhance the emphasis on the design. 

Figure 3.0: Progression on Emphasis

Figure 3.1: Final Outcome on Emphasis

FINAL SUBMISSION

Figure 3.2: Final PDF Submission for Balance & Emphasis

and that concludes Task 2!

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FEEDBACK

Balance: Dr. Charles commented on the balance and told me to incorporate shadow or maybe elevate the ketchup bottle by cutting them and paste them on a different background (elevate the ketchup bottle).

Emphasis: Dr. Charles complimented overall on my design by creating them manually as well as on the design as it strongly emphasizes the main focus of the design. 

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REFLECTION

I surely did enjoy the progression of creating and designing these exercises as well as applying those principles in my design. I find this module rather fun and very interesting as we get to express our own thoughts, ideas, and P.O.V. Throughout this exercise, Emphasis was particularly closely related to me as it conveys the messages that I intended to express through this exercise. I'd say I'm now confident expressing myself be it creative means or simply just by sharing my ideas.