Design Principles - Task 1 (Exploration)

2nd February 2026 (Week 1)  -  2026 (Week 4)

Insha Thahirah Rajab - 0360671

Design Principles - Section 02

Bachelor's Degree  in Creative Media (Honors) - Taylors University

Task 1 (Exploration)

CONTENTS

Lectures

Instructions

Task 1

Feedback

Reflection

LECTURES

Lecture playlist: https://youtube.com/playlist?list=PL_GyF4MZT-lWliJiuMr3mBRGL38VqIdim&si=9E7kPwrMAMa-tQ9V

Week 1 

Introduction: Elements & Principles of Design

The introductory lecture brushes up on the Elements vs Principles of Design. 

Figure 1.0 Elements of Design vs Principles of Design

The elements of design work as "Individual Building Blocks", whereas the Principles of Design act as organizational fundamentals that resulted from or guide the arrangement of elements.

Elements of Design

1. Point: Simplest Element. Forms a line when used as a repetitive mark. As the point moves in space, other two- and three-dimensional figures and forms are created.

2. Lines: Lines can be static or active. They can indicate directions, define boundaries of shapes and spaces, imply volumes or solid masses, and suggest motion or emotion. Can be grouped to portray qualities of light and shadow by forming patterns and textures.

3. Shape: The expanse within the outline of a two-dimensional area or within a three-dimensional object. Becomes visible when a line or lines enclose an area.
   Two categories: Geometric - Tend to be precise and regular) 

                                             Organic - Irregular, often curving or rounded and more informal compared                                                              to geometric shapes)

4. Form: Refers to a three-dimensional area. With two-dimensional media such as painting illustration or drawing form must be implied.

5. Textile: The tactile qualities of surfaces or to the visual representation of those qualities.   

    Two categories of texture: Actual - Experienced by touch

                                              Simulated / implied - Created to look like real texture

6. Space: Indefinable, general receptacle of all things. The actual space of each picture's

surface is defined by its edges - the two dimensions of height and width. In graphic design, space refers to the area that a shape or form occupies. It can be defined as positive (filled) or negative (empty). The illusion of three-dimensional space can be suggested through depth. This can be achieved by overlapping images, variations of sizes, placement, and perspective.

7. Colour: Visual byproduct of the spectrum of light, either transmitted through a transparent material, or as it is absorbed and reflected off a surface. 

    Hue: Colours of the spectrum

    Value: The lightness and darkness from white through greys to black

    Saturation (Intensity): The purity of a hue

Topic 1: Contrast & Gestalt Theory

Topic 1 talks about Contrast and introduces the Gestalt theory.

Contrast

The juxtaposition of strongly dissimilar elements, such as light and dark, large and small, or rough and smooth—to highlight their differences, create visual interest, or add dramatic effect.

The Gestalt Theory

Gestalt ("shape" or "form" in German) Principles or laws are rules that describe how the human eye perceives visual elements. These principles aim to show how complex scenes can be reduced to simpler shapes. They also aim to explain how the eyes perceive the shapes as a single, united form rather than the separate simpler elements involved. 

1. Principle of Similarity: - The human eye tends to perceive similar elements in a design as a complete picture, shape, group, even if those elements are separated. Thus, the brain creates a link between elements of similar nature.

2. Principle of Continuation: Our eyes follow the paths, lines, and curves of a design and prefer to see a continuous flow of visual elements rather than separated objects.

3. Principle of Closure: If the visual elements are not in a complete shape, the user can perceive a complete shape by filling in missing visual information.

4. Principle of Proximity: The process of ensuring related design elements are placed together. Close proximity indicates that items are connected or have a relationship with each other and become one visual unit which helps to organize or give structure to a layout. 

5. Principle of Figure / Ground: Objects are instinctively perceived as being either in the foreground or the background. They either stand out prominently in the front (the figure) or recede in the back (the ground).

6. Law of Symmetry & Order: Elements that are symmetrical to each other are perceived as a unified group. This rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects that aren't symmetrical.

Topic 2: Balance & Emphasis

INSTRUCTIONS

TASK

Task 1 - Exploration (20%)

1. Recap this task (summarize your understanding of what you are required to do)

2. Describe each of the design principles listed below and select suitable design examples to demonstrate your understanding. Students are NOT ALLOWED to reuse the images from the lecture notes/videos. The examples and any information you borrow from other sources must credit the source.

• Gestalt theory

• Contrast

• Emphasis

• Balance

• Repetition

• Movement

• Harmony & Unity

• Symbol

• Word and Image

3. Select a design work that piques your interest.

4. Upload the design (JPEG file, min. A4 size, 300dpi) in your Task 1 blogpost.

5. Beneath the design, include the credit line of the design (title of design, designer’s name; year, size, medium used to create the design and the source).

6. Explain, in a writeup of about 150-200 words, why you chose that design.

7. List (no need to elaborate) the design principles you observed in that design in the Task 1 blogpost.

8. Include the feedback that you received from your lecturer in the Task 1 blogpost.

*

1: Gestalt Theory

Includes a set of laws/ principles that define the human eye's perception of objects as unified groups, rather than a sum of each individual part. It includes the simplification of visual elements in a digestible format.

    - Principle of Similarity

Elements that are of similar characteristics are grouped together (such as colour, size, shape). A whole image is then formed in our brains linking each individual element.

Figure , Principle of Similarity (https://www.pedalo.co.uk/the-principles-of-gestalt-within-web-design/), Week 1 (10/02/2026)

Disney's "Finding Nemo" promotional poster uses the Principle of Similarity to draw viewers attention. In this design, multiple fish elements are grouped together in a constructed order. When viewed as whole, the brain sees the shape of an arrow being formed, pointing downwards. 

Figure , Poster Design using Principle of Similarity (https://medium.com/@pucp_fad/principios-de-la-gestalt-64118ee151ac), Week 1 (10/02/2026)

    - Principle of Continuation

By following a certain flow of elements, certain lines, shapes, or paths, our eyes prefer to continue a certain path and direct our eyes from start to end.

Figure , Principle of Continuity(https://www.toptal.com/designers/ui/gestalt-principles-of-design), Week 1 (10/02/2026)

This Rocky promotional poster uses the Rule of Continuation to signify a path of movement that the main subject is presented at the end. The viewer's eyes follow the path from the bottom left of the poster to the right, where the main attention is drawn towards the title text "ROCKY" and the silhouette.

Figure , Principle of Continuity(https://www.designspiration.com/save/115950771604/), Week 1 (10/02/2026)

    - Principle of Closure

When a shape/ image/ form is established but incomplete in nature, the human brain will complete the picture by filling in the pieces of missing information.

Figure , Principle of Closure(https://www.interaction-design.org/literature/topics/gestalt-principles?srsltid=AfmBOoqAOn_60Mne3Jc3ftfoOECidq8x4sTLFB9OOxJ5golVja4YhIRo), Week 1 (10/02/2026)

This poster design by Coca Cola is extremely powerful as it uses the Rule of Closure to make audiences complete the image of the iconic Coca Cola bottle, strengthening their brand recognition. 

Figure , Principle of Closure(https://justakoreangirl.wordpress.com/category/consumer-behaviours/), Week 1 (10/02/2026)

    - Principle of Proximity

Elements that are closer together in proximity are assumed to be of similar category, as the eye groups these elements together. Separations can also be formed between subjects by changing the proximity, or space, between them.

Figure , Principle of Proximity(https://www.pedalo.co.uk/the-principles-of-gestalt-within-web-design/), Week 1 (10/02/2026)

Principle of Proximity is used in many designs, namely UI UX interfaces. In the image below(figure ), a comparison is made between two online profiles. In the second, the elements are more strongly grouped. Both design focuses on the proximity of the elements to group them together. The social media icons are more closely together in the second visual than the first, for example.

Figure , Principle of Proximity(https://dribbble.com/shots/26597002-Left-or-Right), Week 1 (10/02/2026)

    - Principle of Figure/ Ground

When looking at an image, the human eye separates images intended to be in the foreground or background. The use of negative and positive space can be manipulated to achieve this.

Figure , Principle of Figure/ Ground(https://www.interaction-design.org/literature/topics/gestalt-principles?srsltid=AfmBOoqAOn_60Mne3Jc3ftfoOECidq8x4sTLFB9OOxJ5golVja4YhIRo), Week 1

This Lord of The Rings poster design includes the Principle of Figure/ Ground to distinguish between the two elements: the hand, and the two tower background. The simple use of orange and black (positive and negative space) is what creates this distinction and separates them.

Figure , Principle of Figure/ Ground(https://www.amazon.co.uk/ZCHLATGDE-Decorative-Painting-Bedroom-Picture/dp/B0DPTJ5466?th=1), Week 1(10/02/2026)

   - Law of Symmetry and Order

Elements that are identical and/or mirrored are likely to be grouped together visually by the human eye, as often they appear organized and unified. 

Figure , Principle of Symmetry(https://www.pedalo.co.uk/the-principles-of-gestalt-within-web-design/), Week 1 (10/02/2026)

Google uses the Principle of Symmetry in their UI design, with the entire homepage mirror aligned and centered to group their elements.

Figure , Principle of Symmetry(https://www.interaction-design.org/literature/topics/gestalt-principles?srsltid=AfmBOoqAOn_60Mne3Jc3ftfoOECidq8x4sTLFB9OOxJ5golVja4YhIRo), Week 1 (10/02/2026)

2: Contrast

The juxtaposition of strongly dissimilar elements, such as light and dark, large and small, or rough and smooth—to highlight their differences, create visual interest, or add dramatic effect.

Figure 1.1 Use of Contrast(https://www.adobe.com/express/learn/blog/women-design-history-defying-definition), Week 1 (09/02/2026)

This Poster design uses the contrast of a bright yellow colour against a portrait photoshoot. There is a contrast present in the shape and texture, making the eye stand out as the focal point against the bright yellow to draw attention to it.

Figure 1.1 Use of Contrast(https://crashpadart.com/products/trapped?_pos=15&_sid=f76872d1e&_ss=r&utm_source=Pinterest&utm_medium=organic), Week 1 (09/02/2026)

3: Emphasis

Figure , "Ballerinas" by Jules-René Hervé

FEEDBACK

Week 11

Specific Feedback: -

General Feedback: Please complete your TES by this week. Thank you

Week 12

Specific Feedback: -

General Feedback: Online Consultation. Please state your time in the comment section

Week 13

Specific Feedback: -

General Feedback: There will be no class next week as I will be attending a conference next Tuesday. I am available on other days in E1.09

REFLECTIONS

Experience: Task 2 was incredibly packed and full of work to be done. I spent a significant amount of time perfecting the animation. I started on it before the app layout was designed, and therefore needed to redraw and re-colour multiple frames after the changes were made. 

Observations: While observing, I observed that 

Findings: I found a lot of inspiration from past pupil's work and their output. I