Design Principles GCD60804 Final

  ZHOU XINYI / 0378623

Design Principles

 Bachelor of Design (Hons) in Creative Media

Table of Content

1.Instruction

2.Process Work

3.Feedback

4.reflection

1.Instruction

2.Process Work

Taskl1 Blog

Task2 Blog

Task3 Blog

2.1 Task1

For this task, I need to explore different design principles and understand how they work in real designs. Instead of just learning the definitions, I need to find my own examples and explain them in my own words. After that, I also need to choose one artwork and analyse it using those principles.

I think the purpose of this task is to train us to observe more carefully. Sometimes we look at a design and think it is “nice”, but we don’t really think about why it works. This task helps me understand how visual elements create meaning and emotion.

Fig2.1《The Persistence of Memory》

Salvador Dalí

1931

2.2. Design Principles Research

2.2.1. Gestalt Theory

Gestalt Theory is about how our brain sees things as a whole instead of separate parts. Even if something is incomplete, we still try to recognise it as a full image.

For example, the WWF panda logo is made of simple black shapes. The panda is not fully drawn, but we can still clearly see it. Our brain automatically completes the missing parts.

Fig2.2.1. Gestalt Theory

2.2.2. Contrast

Contrast means the difference between elements, such as light and dark, big and small, or different colours. It helps make a design more interesting and noticeable.

For example, the poster of The Dark Knight uses a very dark background with bright fire in the centre. This strong contrast makes the image dramatic and eye-catching.

Fig2.2.2. Contrast

2.2.3. Emphasis

Emphasis is when a designer makes one part stand out more than the others. This helps the audience know where to look first.

For example, on the Apple website, there is usually one big product image in the centre with a clean background. This makes the product the main focus.

2.2.4. Balance

Balance is about visual stability. It can be symmetrical or asymmetrical, but it should not feel too heavy on one side.

For example, the logo of Nike is not symmetrical, but it still feels balanced and stable.

Fig2.2.4. Balance

2.2.5. Repetition

Repetition means repeating certain elements like colour, shape, or pattern. It helps create consistency.

For example, Coca-Cola always uses the same red colour and script logo. This repetition makes the brand easy to recognise.

2.2.6. Movement

Movement is how a design guides our eyes from one part to another. Lines and shapes can create this effect.

In The Starry Night by Vincent van Gogh, the swirling lines in the sky create a strong sense of movement.

2.2.7. Harmony & Unity

Harmony and unity mean all parts of the design work well together and look consistent.

For example, the interface of Spotify uses consistent colours and layout. Everything feels connected and organised.

2.2.7. Harmony & Unity

2.2.8. Symbol

A symbol is something that represents a deeper meaning.

For example, the logo of Mercedes-Benz uses

2.3. Selected Artwork

Title

The Persistence of Memory

Artist

Salvador Dalí

Year

1931

Medium

Oil on canvas

Image Source

Museum of Modern Art (MoMA)

2.4. Why I Chose This Artwork

I chose this artwork because I personally like surreal and slightly dark visual styles. When I first saw the melting clocks, I felt it was strange but also very interesting. It doesn’t look realistic, but somehow it still feels believable.

The empty background gives a quiet and lonely feeling. The soft, melting shapes are very different from the idea of a normal clock, which makes the image more impactful. I also like how this painting makes people think about time and reality. Everyone might have a different interpretation, and I think that makes it meaningful.

2.5. Design Principles Found in This Artwork

• Contrast
• Emphasis
• Balance
• Movement
• Harmony & Unity
• Symbol
• Gestalt Theory

2.2 Task2

Visual Analysis 

The artwork The Persistence of Memory by Salvador Dalí is one of the most well-known paintings in the Surrealist movement. The painting presents a dreamlike landscape where several melting clocks are placed on different objects. At first glance, the scene looks strange and unrealistic, but it also feels calm and quiet. The empty landscape and soft colours create a mysterious atmosphere that encourages viewers to think more deeply about time and memory (MoMA, n.d.).

One interesting aspect of this artwork is the use of realistic painting techniques to express absurd imagery. Dalí carefully painted the objects with detailed shadows and textures, which makes them appear realistic. However, the objects themselves are impossible in real life, especially the melting clocks. This contrast between realistic technique and surreal content creates a powerful illusion and makes the artwork visually striking (Tate, n.d.).

Dalí also challenges the viewer’s understanding of everyday objects. Normally, clocks represent accuracy and order. In this painting, however, the clocks appear soft, distorted, and almost lifeless. By changing the form of a familiar object, Dalí breaks the rules of reality and encourages viewers to question their assumptions about time and perception.

Another important aspect of the painting is the use of symbolic everyday elements. The clocks are ordinary objects that people see every day, but Dalí transforms them into symbols of time, memory, and the instability of reality. Through these symbolic elements, the artwork communicates deeper philosophical ideas about human experience and the nature of time.

Reference List

Museum of Modern Art. (n.d.). The Persistence of Memory.

Tate. (n.d.). Salvador Dalí and Surrealism.

The Met. (n.d.). Surrealism.

Bradley, F. (1999). Surrealism. London: Phaidon Press.

Fig2.2.1 Draft

This idea was inspired by the surrealist style, especially the melting clock concept from The Persistence of Memory. I combined a curved road with a distorted clock shape to create a dream-like atmosphere. The melting form suggests the fluidity of time while the curved perspective guides the viewer’s eyes toward the centre of the composition.

Fig2.2.2 Draft

For this sketch, I explored structure and balance by designing a tall building with visible staircases and different levels. The repeated shapes and vertical form create rhythm and stability. This idea was inspired by architectural perspective and the design principle of repetition.

Fig2.2.3 Draft

This concept focuses on a spiral staircase that wraps around the building. The curved shape creates a strong sense of movement and leads the viewer’s eyes upward. The design also emphasizes flow and unity, as all the elements follow the same circular direction.

2.3Task3

2.3.1Initial Sketch

I started with a rough sketch based on my selected idea from Task 2. The composition focuses on a curved perspective that leads the viewer’s eyes towards the centre. I also included the melting clock element to create a surreal visual effect inspired by the concept of fluid and unstable time.

Fig2.3.1Initial Sketch

2.3.2Colour Exploration

After completing the sketch, I experimented with different colour schemes. In the first version, I used lighter colours such as blue and purple to create a softer and more dream-like atmosphere.

In the second version, I tested a darker background with stronger contrast to create a more dramatic effect. However, this made the overall design feel too heavy and reduced clarity.

Fig2.3.2Colour Exploration

Fig2.3.2Colour Exploration

2.3.3Refinement

Based on feedback from my lecturer, I decided to avoid using a fully black background. I refined the design by adjusting the background to a lighter tone while keeping the colour of the main objects. This improved the visual balance and made the composition clearer and more effective.

2.3.4Composition and Design Principles

The composition is based on a dynamic perspective that draws the viewer into the centre of the image. The use of curved lines creates a strong sense of depth and movement, guiding the viewer’s eyes naturally through the design.

In terms of positioning, the main element (melting clock) is placed near the centre to act as the focal point, while surrounding elements follow the directional flow. This helps create a clear visual hierarchy and directs attention effectively.

Several design principles were applied throughout the design. Contrast is created through differences in colour and tone between the background and the main objects. Balance is achieved by distributing visual weight across the composition. Alignment follows the perspective lines to maintain structure, while repetition of curved shapes creates unity and consistency within the design.

Fig2.3.4Composition and Design Principles

2.3Final Design

Caption

《Dream of Time》

       ZHOU XINYI

The title “Flow of Time” reflects the main concept of the design, where time is represented as something fluid and constantly changing. It also connects to the visual of the melting clock and reinforces the surreal atmosphere of the composition.

Fig2.4.1Caption

《Dream of Time》

  ZHOU XINYI

Rationale

This design explores the concept of time as something flexible and unstable, inspired by surrealist visual language. One of my main design decisions was to include a melting clock as the central element, which symbolises the distortion and fluidity of time. I also used a curved perspective composition to guide the viewer’s eyes towards the centre, creating a strong sense of movement.

In terms of colour, I initially experimented with both light and dark backgrounds. However, after receiving feedback, I refined the design by using a lighter background to improve clarity and visual balance while maintaining cooler tones such as blue and purple for the main elements.

Several design principles were applied throughout the process. Contrast was used between the background and the main objects to enhance visibility. Balance was achieved through the distribution of visual weight across the composition. Hierarchy was created by placing the melting clock at the focal point. Alignment and positioning were carefully considered to ensure all elements follow the perspective lines. Repetition can be seen in the recurring curved shapes, which help create unity and flow within the design.

3.Feedback

Week 1:During the first week, no assignments were given because it was the holiday period. I didn’t start any work yet, but I used the time to review some design concepts from previous lessons.

Week 2:In the second week, the teacher introduced the assignment and explained the requirements. I began writing the first parts of my assignment and started looking for suitable images to illustrate concepts like Gestalt Theory and Contrast. I was still collecting images and planning how to place them with the text.

Week 3:During the third week, I continued drafting the sections for each design principle. I spent more time searching for clear examples and images for Emphasis, Balance, and Repetition. I also started organizing my notes to make sure each paragraph matched the corresponding visual example.

Week 4:By the fourth week, I had completed all the writing and inserted the images I had collected. I reviewed the assignment to ensure that explanations were clear and visuals matched the concepts. This step-by-step process helped me gradually finish the work from initial research to the final submission.

week5During Week 5, I presented my initial sketch idea based on the artwork The Persistence of Memory by Salvador Dalí. At this stage, I had only completed one draft sketch. The lecturer commented that the concept was interesting and had good potential, especially the surreal transformation of everyday objects. However, I was encouraged to explore more variations and develop two additional ideas so that I could compare different visual approaches. The feedback helped me realise that I should experiment more with composition and symbolism in my sketches.

week6

In addition, I made a few adjustments to some parts of the written explanation to make the wording more accurate and reasonable. Toward the end of the discussion, the lecturer asked which sketch I would like to further develop for Task 3. After considering the options, I decided to choose the first sketch as the direction for my next stage of development.

week7：In Week7, I had a consultation with my lecturer to discuss my design progress. The lecturer suggested that I should avoid using a fully black background, as it might make the overall design look too heavy and reduce visual clarity. Instead, I was encouraged to explore softer or more varied background colours.At the same time, the lecturer mentioned that the colour choices for the main objects were generally appropriate and worked well with the concept. Based on this feedback, I started to reconsider my background colour and made adjustments to improve the overall visual balance.

4.reflection

Throughout Tasks 1 to 3, I gradually developed my understanding of design principles and how to apply them in practice. In Task 1, I analysed a selected artwork and learned how elements such as contrast, balance, and movement are used to create a strong visual effect. This helped me build a foundation for my later work.

In Task 2, I explored different creative ideas based on the reference artwork. By sketching three different concepts, I was able to experiment with composition, perspective, and visual storytelling. This stage helped me think more creatively and consider multiple possibilities before choosing a final direction.

In Task 3, I selected one idea and developed it into a final design. I refined the composition, adjusted colours based on feedback, and applied design principles more carefully. This process helped me understand how to turn an initial idea into a more complete and effective design outcome.

The part I enjoyed the most was developing my own ideas and seeing how they improved over time. However, I found it challenging to balance all visual elements and make clear design decisions.

Overall, this module helped me become more confident in my design process. I also realised the importance of planning, refining, and applying design principles. In the future, I hope to continue improving my design skills and create more thoughtful and visually engaging work.