Design Principles (GCD60804) - TASK 1
Design Principles (GCD60804) - TASK 1
Feb 2026
Lee Jong Yun / 0358356
Design Principles
Task 1: Exploration (20%)
Table of Contents
LECTURES – Week 1
I watched the series of lecture videos posted on youtube by Dr. Jinchi that covered the basics of elements and principles of design. The topics included contrast, gestalt theory, balance, emphasis, repetition, and movement.
Elements of Design
Point
The most basic visual element. When points repeat, they naturally create a line.Line
Lines can feel energetic or calm, harsh or smooth. They can show direction, outline shapes, indicate movement, or even create texture by grouping them together.Shape
A shape forms when lines enclose an area. Shapes can be geometric (precise and structured) or organic (irregular, more natural or free-flowing).Form
Refers to three-dimensional objects. When a form encloses space, we call it volume. Often used in sculpture and architecture.Texture
Describes how a surface feels or looks like it feels. We can have actual texture or implied texture drawn visually.Space
In design, space is the area something occupies. It can be positive (filled) or negative (empty), and designers use it to control focus and clarity.Colour
Colour comes from light. It is identified by hue, value, and intensity.
Topic 1: Contrast & Gestalt Theory
Gestalt Theory
Gestalt is all about how our brain naturally groups and simplifies visual information. Even if something is complex, our mind tries to organise it into understandable patterns.
Key principles include:
Similarity
When elements look alike, our brain groups them automatically.Continuation
Our eyes prefer to follow smooth lines and pathways instead of stopping at random points.Closure
Even if a shape isn’t fully drawn, we tend to mentally complete it.Proximity
Items that are close together appear connected and seen as one group.Figure / Ground
We naturally separate objects into foreground and background.Symmetry & Order
Symmetrical elements feel organised and unified.
Contrast
Contrast basically means placing highly different elements next to each other. It helps highlight important areas and makes the design more interesting.
Topic 2: Balance & Emphasis
Balance
Balance deals with how visual weight is distributed.
Symmetrical Balance: Both sides mirror each other and feel equal.
Asymmetrical Balance: Sides are different but still feel balanced. It creates a more modern, dynamic vibe.
The Golden Ratio
A mathematical ratio found in nature and used in art and design to create harmony and pleasing proportions.
Rule of Thirds
A layout guide that helps create movement and interest by dividing the space into thirds horizontally and vertically.
Emphasis & Dominance
Designers use elements like colour, shape, or contrast to draw attention to one main focal point.
Topic 3: Repetition & Movement
Repetition
Repeating elements helps create rhythm and pattern, making the design feel cohesive. But there should still be some variation to avoid boredom.
Movement
Movement refers to how the viewer’s eye travels around the design. Lines, shapes, and curves help guide this flow.
Hierarchy
Hierarchy organises information so the viewer knows what to look at first, second, and so on.
Alignment
Keeping elements aligned (left, right, centre, etc.) creates unity and a cleaner, more stable layout.
Week 2
Topic 4: Harmony & Unity
Harmony
Harmony happens when elements share similar qualities like colour, style, or mood. But without variation, things can feel too repetitive.
Unity
Unity comes from repeating certain elements so everything feels like part of one theme or system.
Scale & Proportion
Proportion refers to how different elements relate to each other in terms of size.
Topic 5: Symbol, Word & Image
Symbol
Symbols represent ideas or objects.
Pictorial symbols look like the object.
Abstract symbols simplify the object.
Arbitrary symbols have no visual connection and rely on learned meaning.
Word & Image
Design becomes stronger when the right images and words are paired together. Choosing suitable typefaces and arranging text properly helps build hierarchy and balance. Typography plays a key role in communicating meaning.
Task 1 – Exploration (20%)
For Task 1, we need to explore the design principles introduced in class and show that we actually understand how they work through real visual examples. The task is to describe each principle in our own words and choose an artwork or design piece that represents that principle clearly.
1. Gestalt Theory
Gestalt theory is basically about how our brain automatically organises visual information. Even if a design looks complicated, we tend to group things, fill in missing parts, and see overall shapes instead of focusing on every small detail. In simple terms, Gestalt is how we “make sense” of visuals without thinking too much.
a) Principle of Similarity
Similarity means our brain automatically groups things that look alike. When elements share the same shape, colour, size, or style, we tend to see them as one set or one overall form rather than noticing them individually. So if something looks similar, our eyes connect them together without thinking.
fig 1.1 principles of similarity (https://www.toptal.com/designers/ui/gestalt-principles-of-design), week 4 (26/02/2026)
b) Principle of Continuation
Continuation is about how our eyes naturally follow lines, curves, or directions in a design. Instead of seeing separate parts, we prefer a smooth flow that guides our eyes from one point to the next. Designers use this to lead viewers through the layout in a more natural path.
c) Principles of closures
Closure happens when a shape or object isn’t fully drawn, but our brain automatically fills in the missing gaps. Even if parts are incomplete, we still recognise the whole form. This principle lets designers create simple, minimal visuals while still delivering a clear message.
fig 1.3 principles of closures (https://www.toptal.com/designers/ui/gestalt-principles-of-design), week 4 (26/02/2026)
d) Principle of Proximity
Proximity is about placing related elements close together so viewers understand they belong to the same group. When objects sit near each other, our brain merges them into one unit, which helps organise the composition and makes the design feel structured and easy to read.
fig 1.4 principles of proximity(https://www.toptal.com/designers/ui/gestalt-principles-of-design), week 4 (26/02/2026)
e) Principle of Figure/Ground
Figure and ground describe how we separate what we’re meant to focus on the figure from the background the ground. Our eyes naturally identify which part is the main subject and which part supports it. Designers play with this contrast to create clear focus, or sometimes even optical illusions.
2. Contrast
Contrast is when two elements are very different from each other, like dark vs light, big vs small, or rough vs smooth. Designers use contrast to bring attention to certain areas and make the layout more interesting. Without contrast, everything looks flat and boring.
3. Emphasis
Emphasis is about choosing one main focal point in the design. It’s the area you want the viewer to notice first. Designers usually use colour, size, or placement to emphasise something, so the message is clear and strong.
-size
-shape
4. Balance
Balance refers to how visual weight is distributed across the design.
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Symmetrical balance feels stable and formal, like both sides match.
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Asymmetrical balance is uneven but still balanced visually, giving a more modern and dynamic feeling.
Good balance keeps the design from feeling too heavy on one side.
5. Repetition
Repetition is when elements like shapes, colours, or lines continue throughout the design. It helps create consistency and rhythm. If everything is completely different, the design feels messy, but repetition ties everything together. Some variation is still needed so it doesn’t look too dull.
6. Movement
Movement is the way a design guides the viewer’s eyes around the composition. It can be created using lines, curves, shapes, or even the direction elements are facing. A good sense of movement helps the viewer follow the intended path and understand the hierarchy.
7. Harmony & Unity
Harmony happens when the elements look like they belong together because they share a similar style, mood, or colour palette.
Unity is when the whole design feels complete and consistent, like everything is part of one theme. Together, harmony and unity make the artwork feel cohesive instead of random.
8. Symbol
A symbol represents an idea or object in a simplified way.
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Pictorial symbols look like what they represent.
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Abstract symbols keep the essence but in a simplified form.
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Arbitrary symbols don’t have visual connection and are understood only by learning their meaning.
Symbols help communicate messages quickly and clearly.
9. Word and Image
Word and image refer to how text and visuals work together. Using the right images helps express the message, and choosing suitable typography strengthens the meaning. The relationship between text and imagery can create hierarchy, mood, and clarity. When both are balanced well, the design becomes more effective and visually engaging.
Image Description
The album cover of Power Andre 99 uses bold colours, abstract shapes, and experimental typography. The elements are arranged in a way that creates strong visual contrast and rhythm. The bright colours and graphic forms immediately catch the viewer’s attention, while the layout guides the viewer’s eyes across different parts of the composition. Even though the elements appear chaotic at first glance, the overall design still feels organised and visually connected.
Design Analysis (Gestalt Principle)
This album cover demonstrates several Gestalt ideas, especially similarity and continuation. The repeated graphic elements and colours create a visual pattern that our eyes group together automatically. Because some shapes share similar colours and styles, the viewer naturally perceives them as related elements within the design.
The arrangement of the elements also encourages the viewer’s eyes to move across the artwork. Lines, shapes, and colour blocks guide the visual flow, creating a sense of continuation throughout the composition. Even though the layout is unconventional, the design still feels unified because the repeated colours and shapes help connect the different parts of the artwork. This shows how Gestalt principles can help organise complex visual information into a cohesive design.
In week 2, we were asked to select an artwork and explain the reasons for choosing it, as well as analyse the design principles that can be observed in the work.
The artwork I selected for this task is the album cover of Power Andre 99 by Silica Gel, released in 2019. I chose this particular design because of its experimental visual style and strong use of colour and graphic elements. The cover immediately stands out due to its bold composition, abstract shapes, and unusual typography. It has a very energetic and unconventional aesthetic that reflects the identity of the band and the alternative music scene. I was also interested in how the design combines different visual elements while still feeling visually connected as a whole.
Another reason why I chose this artwork is because it demonstrates several design principles clearly. The use of strong colours, repeated shapes, and dynamic composition creates a visually engaging experience for the viewer. Even though the design appears chaotic at first, there is still an underlying structure that organises the visual elements effectively.
Observations of Design Principles in the Artwork
Harmony & Unity
Harmony and unity can be observed through the consistent use of colour palette and graphic style across the design. The elements share a similar visual language, which helps create a sense of cohesion throughout the artwork. Despite the abstract arrangement of shapes and typography, the design still feels unified because the colours and forms complement each other.
Movement & Repetition
Repetition can be seen in the recurring graphic elements and shapes across the composition. These repeated forms create visual rhythm and guide the viewer’s eyes around the artwork. The placement and direction of these elements also create a sense of movement, allowing the viewer’s gaze to travel naturally across the design rather than staying fixed in one area.
Emphasis
The design creates emphasis through the bold typography and strong colour contrast. Certain elements stand out more prominently due to their size, colour intensity, or placement within the composition. These focal points help draw the viewer’s attention and create a hierarchy within the visual layout.
Contrast
There is a clear contrast between different colours, shapes, and typographic elements in the design. Bright colours are placed against darker areas, which helps certain elements stand out more clearly. The contrast between the abstract graphics and the text also adds visual interest and contributes to the dynamic feeling of the artwork.
Reflection
Experience
Overall, this task helped me to understand the principles of design more clearly. Before this, I had heard about these concepts in lectures, but through this activity I was able to see how they are actually applied in real design works. By analysing the selected artwork, I could better understand how designers use elements such as colour, contrast, repetition, and emphasis to create visual impact. This task also allowed me to explore different styles of design and observe how these principles are used in creative ways.
Observation
While completing this task, I noticed that my research and observation skills improved. Finding suitable examples of artworks and design works required me to look through different sources and carefully analyse the visuals. I had to observe the details in each design and think about why certain elements were used. This process helped me become more aware of how design principles appear in real visual works.
Findings
From this task, I realised that there are many different ways to interpret and analyse design principles in artworks or design pieces. Even when the same principle is applied, different designers can approach it in their own unique style. This shows that design principles are flexible and can be used creatively to communicate different ideas or emotions. Understanding these principles also helps us appreciate the intention behind a design more clearly.
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