Design Principles- Final Compilation
Yang Shumeng, 0378848
Design Principles- Final Compilation
TABLE OF CONTENTS
1. Instructions2. Task1：LINK Task2：LINK Task3：LINK3. Final ReflectionInstructions:
1. Task 1 Recap
For Task 1 of this module, I will start a blog to document my learning journey in Design Principles. The main aim is to build a strong understanding of the fundamentals.
I need to research and explain nine key design principles—such as Gestalt theory, contrast, and balance—in my own words. However, this task is not only about defining the principles. I also have to find a unique visual example for each one, and I cannot reuse the examples shown in the lecture slides.
In addition, I will choose one design piece that stands out to me and analyze it in more depth. I will write a short explanation of why I selected it and identify which design principles are used in the work and how they support the overall design.
Overall, this task helps train my eye to observe like a designer and builds a solid foundation for the creative work in the next stages of the module.
2. Theoretical Definition
Gestalt Theory
Gestalt Theory explains how people naturally organise visual information. Instead of focusing on individual parts, our brains tend to combine separate elements into a single, meaningful whole. For example, when objects are placed close to each other, we often assume they belong together. Likewise, even if a shape is incomplete, we instinctively “fill in” the missing parts to recognise it.
This idea—the whole is greater than the sum of its parts—is a key foundation in design because it shows how layout and visual relationships can guide what viewers notice and how they understand a message.
https://pin.it/2F8iC3MYE
Contrast
Contrast is the use of clear differences to create visual impact and guide attention. If everything in a design looks too similar, the layout can feel flat and uninteresting. By introducing strong variation—such as light vs. dark colours (black vs. white), large vs. small scale (a bold headline next to smaller details), or different shapes (circles vs. squares)—designers can create emphasis and hierarchy.
In short, contrast helps the most important information stand out and makes the design easier and more engaging to read.
https://pin.it/qOvkNW1Xz
Emphasis
Emphasis is about creating a clear focal point—the “main character” of a layout. When someone looks at a poster, there is usually one area their eyes notice first. This first point of attention is the focal point, and it helps viewers understand what matters most.
Designers create emphasis by using techniques like bold or contrasting colours, distinctive typography, strong scale differences, or strategic white space. These choices make sure the audience quickly catches the key message instead of getting lost in the details.
https://pin.it/5CWeIHdHv
Balance
Balance is about distributing visual weight so a design feels stable and well-organised—similar to how a see-saw needs equal weight to stay level. When the elements are balanced, the layout looks comfortable and intentional instead of messy or “too heavy” on one side.
There are two common types of balance. Symmetrical balance places similar elements on both sides of a central axis, creating a structured, calm, and formal look. Asymmetrical balance uses different sizes, colours, and positions to balance visual weight in a less even way, which often feels more dynamic, modern, and energetic.
https://pin.it/6xBDpDphA
Repetition
Repetition is not simply “copy and paste.” It is the intentional reuse of visual elements to create consistency and a clear visual rhythm. When a design repeats the same colours, shapes, icons, spacing style, or typography, it feels more organised and easier to follow.
Repetition also helps unify different parts of a layout and can strengthen brand identity, because viewers start to recognise the repeated style as part of the brand’s visual language.
https://pin.it/naXadqyoP
Movement
Movement refers to how a design guides the viewer’s eyes through the composition. It is like the designer “leading the way,” creating a visual path that encourages people to look at information in a certain order. A strong sense of movement helps a layout feel more engaging and less static.
Designers often create movement using directional lines, curves, gradients, repeated shapes, or careful placement of elements. For example, diagonal lines or slanted curves can suggest speed and energy, making the design feel active—as if it is moving, even though it is still.
https://pin.it/6Eu53hUKj
Harmony & Unity
Harmony and unity refer to how well all elements in a design work together as one complete piece. It is the idea that everything should feel like it belongs to the same “family,” rather than looking random or disconnected. When unity is strong, the design appears more professional and visually comfortable.
Designers create harmony by keeping a consistent colour palette, typography choices, spacing, and overall visual style. These consistent decisions help different parts of the layout connect smoothly, so nothing feels out of place and the whole composition reads as a single, coherent message.
https://pin.it/HlRuJedf2
Symbol
A symbol uses a recognisable image to represent an abstract idea. Instead of explaining something with many words, a simple visual sign can communicate meaning quickly and clearly. For example, a dove often represents peace, and a red traffic light signals “stop.”
Because symbols are widely understood, they can cross language and cultural barriers and help audiences grasp the message almost instantly. In design, symbols are especially useful for creating fast communication, strong associations, and memorable visual messages.
https://pin.it/6OTjpKw75
Word and Image
In design, text is not only meant to be read—it can also function as a visual element. “Word and image” refers to how typography and imagery work together to communicate a message. When they are combined well, they support each other and create a stronger overall impact than either one alone.
Designers may let words and images interact through placement, overlap, alignment, or even by blending text into the image itself. This relationship can create emphasis, add meaning, and make the composition more engaging and memorable for the viewer.
https://pin.it/OHyhYiw9n
1. Task 1 Recap
For Task 1 of this module, I will start a blog to document my learning journey in Design Principles. The main aim is to build a strong understanding of the fundamentals.
I need to research and explain nine key design principles—such as Gestalt theory, contrast, and balance—in my own words. However, this task is not only about defining the principles. I also have to find a unique visual example for each one, and I cannot reuse the examples shown in the lecture slides.
In addition, I will choose one design piece that stands out to me and analyze it in more depth. I will write a short explanation of why I selected it and identify which design principles are used in the work and how they support the overall design.
Overall, this task helps train my eye to observe like a designer and builds a solid foundation for the creative work in the next stages of the module.
2. Theoretical Definition
Gestalt Theory
Gestalt Theory explains how people naturally organise visual information. Instead of focusing on individual parts, our brains tend to combine separate elements into a single, meaningful whole. For example, when objects are placed close to each other, we often assume they belong together. Likewise, even if a shape is incomplete, we instinctively “fill in” the missing parts to recognise it.
This idea—the whole is greater than the sum of its parts—is a key foundation in design because it shows how layout and visual relationships can guide what viewers notice and how they understand a message.
|
| https://pin.it/2F8iC3MYE |
Contrast
Contrast is the use of clear differences to create visual impact and guide attention. If everything in a design looks too similar, the layout can feel flat and uninteresting. By introducing strong variation—such as light vs. dark colours (black vs. white), large vs. small scale (a bold headline next to smaller details), or different shapes (circles vs. squares)—designers can create emphasis and hierarchy.
In short, contrast helps the most important information stand out and makes the design easier and more engaging to read.
|
| https://pin.it/qOvkNW1Xz |
Emphasis
Emphasis is about creating a clear focal point—the “main character” of a layout. When someone looks at a poster, there is usually one area their eyes notice first. This first point of attention is the focal point, and it helps viewers understand what matters most.
Designers create emphasis by using techniques like bold or contrasting colours, distinctive typography, strong scale differences, or strategic white space. These choices make sure the audience quickly catches the key message instead of getting lost in the details.
|
| https://pin.it/5CWeIHdHv |
Balance
Balance is about distributing visual weight so a design feels stable and well-organised—similar to how a see-saw needs equal weight to stay level. When the elements are balanced, the layout looks comfortable and intentional instead of messy or “too heavy” on one side.
There are two common types of balance. Symmetrical balance places similar elements on both sides of a central axis, creating a structured, calm, and formal look. Asymmetrical balance uses different sizes, colours, and positions to balance visual weight in a less even way, which often feels more dynamic, modern, and energetic.
|
| https://pin.it/6xBDpDphA |
Repetition
Repetition is not simply “copy and paste.” It is the intentional reuse of visual elements to create consistency and a clear visual rhythm. When a design repeats the same colours, shapes, icons, spacing style, or typography, it feels more organised and easier to follow.
Repetition also helps unify different parts of a layout and can strengthen brand identity, because viewers start to recognise the repeated style as part of the brand’s visual language.
|
| https://pin.it/naXadqyoP |
Movement
Movement refers to how a design guides the viewer’s eyes through the composition. It is like the designer “leading the way,” creating a visual path that encourages people to look at information in a certain order. A strong sense of movement helps a layout feel more engaging and less static.
Designers often create movement using directional lines, curves, gradients, repeated shapes, or careful placement of elements. For example, diagonal lines or slanted curves can suggest speed and energy, making the design feel active—as if it is moving, even though it is still.
|
| https://pin.it/6Eu53hUKj |
Harmony & Unity
Harmony and unity refer to how well all elements in a design work together as one complete piece. It is the idea that everything should feel like it belongs to the same “family,” rather than looking random or disconnected. When unity is strong, the design appears more professional and visually comfortable.
Designers create harmony by keeping a consistent colour palette, typography choices, spacing, and overall visual style. These consistent decisions help different parts of the layout connect smoothly, so nothing feels out of place and the whole composition reads as a single, coherent message.
|
| https://pin.it/HlRuJedf2 |
Symbol
A symbol uses a recognisable image to represent an abstract idea. Instead of explaining something with many words, a simple visual sign can communicate meaning quickly and clearly. For example, a dove often represents peace, and a red traffic light signals “stop.”
Because symbols are widely understood, they can cross language and cultural barriers and help audiences grasp the message almost instantly. In design, symbols are especially useful for creating fast communication, strong associations, and memorable visual messages.
|
| https://pin.it/6OTjpKw75 |
Word and Image
In design, text is not only meant to be read—it can also function as a visual element. “Word and image” refers to how typography and imagery work together to communicate a message. When they are combined well, they support each other and create a stronger overall impact than either one alone.
Designers may let words and images interact through placement, overlap, alignment, or even by blending text into the image itself. This relationship can create emphasis, add meaning, and make the composition more engaging and memorable for the viewer.
|
| https://pin.it/OHyhYiw9n |
Analysis
This artwork is a strong example of Gestalt Theory, mainly through the use of negative space to create two meanings in one image.
First, the key principle is Figure–Ground. The dark shape can be read as a gun (figure), while the white negative space on the right forms a clear side profile of a human face (ground becoming figure). Because both readings are strong, the viewer’s perception can shift between “gun” and “face,” creating visual tension and a deeper narrative.
Second, the Law of Closure is used effectively. The face is not fully outlined with continuous lines, but the design provides enough cues—such as the nose, lips, and chin—for the viewer’s brain to complete the missing parts and recognise a complete facial profile.
Third, the Law of Simplicity (Prägnanz) supports the message. The artist removes unnecessary detail and relies on clean black-and-white shapes, making the image easy to understand at a glance while still carrying a complex meaning.
By combining these Gestalt principles, the artwork shows how the whole message becomes stronger than the individual shapes, using minimal visual elements to communicate a powerful idea.
Ideation - 3 Inspired Sketches
Rationale:This design uses the hourglass as a symbol of time and life. By placing it inside both the child and the elderly figure, it shows that every person carries their own limited time. The hand-holding gesture represents connection, care, and the passing of life experience between generations.
Rationale:This design shows how dishonesty in speech can affect both the speaker and society. The long nose symbolises lying, inspired by Pinocchio, while the large face in the background suggests that false words become exaggerated and influential. It reflects how public figures can misuse language and shape public perception through deception.
Rationale:This design turns a question mark into two facing human profiles, suggesting dialogue, doubt, and different perspectives. The symbol represents how questions often come from human interaction and misunderstanding. By combining faces with punctuation, the image shows curiosity, communication, and the search for answers in a simple visual form.Reference List
Nielsen Norman Group. (2021, July 18). Principle of closure in visual design.
Wagemans, J., Elder, J. H., Kubovy, M., Palmer, S. E., Peterson, M. A., Singh, M., & von der Heydt, R. (2012). A century of Gestalt psychology in visual perception I: Perceptual grouping and figure-ground organization. Psychological Bulletin, 138(6), 1172–1217.
Wong, W. (1993). Principles of form and design. John Wiley & Sons.
This artwork is a strong example of Gestalt Theory, mainly through the use of negative space to create two meanings in one image.
First, the key principle is Figure–Ground. The dark shape can be read as a gun (figure), while the white negative space on the right forms a clear side profile of a human face (ground becoming figure). Because both readings are strong, the viewer’s perception can shift between “gun” and “face,” creating visual tension and a deeper narrative.
Second, the Law of Closure is used effectively. The face is not fully outlined with continuous lines, but the design provides enough cues—such as the nose, lips, and chin—for the viewer’s brain to complete the missing parts and recognise a complete facial profile.
Third, the Law of Simplicity (Prägnanz) supports the message. The artist removes unnecessary detail and relies on clean black-and-white shapes, making the image easy to understand at a glance while still carrying a complex meaning.
By combining these Gestalt principles, the artwork shows how the whole message becomes stronger than the individual shapes, using minimal visual elements to communicate a powerful idea.
Rationale:This design uses the hourglass as a symbol of time and life. By placing it inside both the child and the elderly figure, it shows that every person carries their own limited time. The hand-holding gesture represents connection, care, and the passing of life experience between generations.
Rationale:This design turns a question mark into two facing human profiles, suggesting dialogue, doubt, and different perspectives. The symbol represents how questions often come from human interaction and misunderstanding. By combining faces with punctuation, the image shows curiosity, communication, and the search for answers in a simple visual form.
Reference List
Nielsen Norman Group. (2021, July 18). Principle of closure in visual design.
Wagemans, J., Elder, J. H., Kubovy, M., Palmer, S. E., Peterson, M. A., Singh, M., & von der Heydt, R. (2012). A century of Gestalt psychology in visual perception I: Perceptual grouping and figure-ground organization. Psychological Bulletin, 138(6), 1172–1217.
Wong, W. (1993). Principles of form and design. John Wiley & Sons.
Process work：1. Recap:
In Task 3, the final stage of this module, the primary objective is to develop and refine one of the three creative ideas proposed in Task 2 into a professional visual design. This task requires a comprehensive application of design principles such as balance, emphasis, contrast, and harmony through the detailed exploration of composition, color palette, and visual symbolism. The goal is to produce a high-quality A4-sized visual message (300dpi JPEG) that effectively communicates a clear conceptual theme.
For this project, the selected idea has been further refined from an initial sketch into a more resolved visual illustration. Through this development process, attention has been given to simplifying the background, reducing excessive blur and gradients, and introducing a controlled use of colour to strengthen the clarity and visual impact of the final composition.
2. Selected Idea:
From the three sketches proposed in Task 2, I have selected the “Speaker and Pinocchio Shadow” concept for further development in Task 3. This idea was chosen because it presents a strong and immediate visual metaphor for dishonesty, deception, and the contrast between public image and hidden truth. The image of a speaker standing at a podium suggests authority, confidence, and public communication, while the shadow of Pinocchio behind him symbolises lying and insincerity.
This concept is particularly effective because it uses figure-ground relationship and symbolic contrast to deliver the message in a clear and memorable way. The simplicity of the composition also allows for further exploration of colour, lighting, and visual emphasis, which supports the module’s focus on developing a professional and conceptually strong final design.
draft
Final Outcome：
Speaker and Pinocchio Shadow
Rational：
The rationale behind this design is to communicate the idea of dishonesty in a simple yet visually powerful way. The speaker at the podium represents authority, persuasion, and public trust, while the enlarged shadow of Pinocchio functions as a symbolic indicator of lying and manipulation. By combining these two elements in one composition, the design reveals the contrast between outward appearance and hidden reality.
The composition is arranged to create a clear focal point, with the figure in the foreground and the shadow dominating the background. This helps guide the viewer’s attention and strengthens the visual message. A controlled colour palette and simplified background are used to avoid distraction, allowing the symbolism to remain the central focus. Overall, the design aims to deliver a strong conceptual statement through contrast, figure-ground relationship, and clear visual storytelling.
3.Final ReflectionThrough this module, I have gained a stronger understanding of Gestalt Theory and core design principles such as emphasis, balance, contrast, and harmony. I learned how to move beyond literal representation and develop a more conceptual way of thinking, using visual symbolism to communicate complex ideas. In this project, I explored how a simple combination of a speaker, podium, and Pinocchio shadow could express themes of dishonesty, manipulation, and the contrast between public image and hidden truth.
I most enjoyed the development process in Task 3, where I was able to refine the chosen sketch into a more polished and visually effective final design. It was rewarding to see the idea gradually improve through adjustments to colour, composition, background, and clarity. Simplifying the visual elements while keeping the message strong helped me better understand the importance of restraint and focus in design.
The most challenging part for me was turning an initial concept into a final composition that was both visually clear and conceptually strong. I had to carefully consider how much detail to include, how to control the background, and how to use colour without distracting from the main message. This process taught me that strong visual communication often comes from simplification rather than complexity.
Through this module, I discovered that I have a strong interest in conceptual illustration and symbolic visual storytelling. I realized that I enjoy creating designs that communicate ideas through metaphor rather than direct explanation. In my learning journey, my ability to think critically about design and refine visual outcomes has improved significantly. What remains unchanged is my interest in creating meaningful and expressive work, which I now approach with a better understanding of professional design principles.
1. Recap:
In Task 3, the final stage of this module, the primary objective is to develop and refine one of the three creative ideas proposed in Task 2 into a professional visual design. This task requires a comprehensive application of design principles such as balance, emphasis, contrast, and harmony through the detailed exploration of composition, color palette, and visual symbolism. The goal is to produce a high-quality A4-sized visual message (300dpi JPEG) that effectively communicates a clear conceptual theme.
For this project, the selected idea has been further refined from an initial sketch into a more resolved visual illustration. Through this development process, attention has been given to simplifying the background, reducing excessive blur and gradients, and introducing a controlled use of colour to strengthen the clarity and visual impact of the final composition.
2. Selected Idea:
From the three sketches proposed in Task 2, I have selected the “Speaker and Pinocchio Shadow” concept for further development in Task 3. This idea was chosen because it presents a strong and immediate visual metaphor for dishonesty, deception, and the contrast between public image and hidden truth. The image of a speaker standing at a podium suggests authority, confidence, and public communication, while the shadow of Pinocchio behind him symbolises lying and insincerity.
This concept is particularly effective because it uses figure-ground relationship and symbolic contrast to deliver the message in a clear and memorable way. The simplicity of the composition also allows for further exploration of colour, lighting, and visual emphasis, which supports the module’s focus on developing a professional and conceptually strong final design.
|
| draft |
|
| Speaker and Pinocchio Shadow |
The composition is arranged to create a clear focal point, with the figure in the foreground and the shadow dominating the background. This helps guide the viewer’s attention and strengthens the visual message. A controlled colour palette and simplified background are used to avoid distraction, allowing the symbolism to remain the central focus. Overall, the design aims to deliver a strong conceptual statement through contrast, figure-ground relationship, and clear visual storytelling.
3.Final Reflection
Through this module, I have gained a stronger understanding of Gestalt Theory and core design principles such as emphasis, balance, contrast, and harmony. I learned how to move beyond literal representation and develop a more conceptual way of thinking, using visual symbolism to communicate complex ideas. In this project, I explored how a simple combination of a speaker, podium, and Pinocchio shadow could express themes of dishonesty, manipulation, and the contrast between public image and hidden truth.
I most enjoyed the development process in Task 3, where I was able to refine the chosen sketch into a more polished and visually effective final design. It was rewarding to see the idea gradually improve through adjustments to colour, composition, background, and clarity. Simplifying the visual elements while keeping the message strong helped me better understand the importance of restraint and focus in design.
The most challenging part for me was turning an initial concept into a final composition that was both visually clear and conceptually strong. I had to carefully consider how much detail to include, how to control the background, and how to use colour without distracting from the main message. This process taught me that strong visual communication often comes from simplification rather than complexity.
Through this module, I discovered that I have a strong interest in conceptual illustration and symbolic visual storytelling. I realized that I enjoy creating designs that communicate ideas through metaphor rather than direct explanation. In my learning journey, my ability to think critically about design and refine visual outcomes has improved significantly. What remains unchanged is my interest in creating meaningful and expressive work, which I now approach with a better understanding of professional design principles.
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