Design Principles | TASK 1 (Exploration)
- 12/2/2026 - 25/2/2026(Week 1 - Week 2)
- Design Principles(GCD60804)
- Takeguchi Shunta/0386416/Bachelor of Design in Creative Media
TABLE OF CONTENTS
INSTRUCTION
TASK RECAP
- Learning 9 design principles
• Gestalt theory
• Contrast
• Emphasis
• Balance
• Repetition
• Movement
• Harmony & Unity
• Symbol
• Word and Image
- Search for an artwork that utilizes each design
principle.
- Write a 150-200 word rationale of the artwork.
- Choose the design principles to study further in future
tasks.
LECTURE NOTE
Gestalt theory
- Gestalt theory is the theory developed by German
psychologists in the 1920s.
- The human brain is wired to see patterns, logic, and
structure.
- The principles of theory aim to show how complex scenes
can be reduced to simpler shapes.
- Also aim to explain how the eyes perceive the shapes as
a single, united form rather than the separate, simpler
elements involved.
Principle of Similarity
- Our brain tends to perceive similar elements in a
design as a complete picture, shape, or group.
Figure 1.1
Title: Seigaiha
Designer: unknown
Year: unknown
Size: 499 × 193
Medium: painting
This is a Japanese pattern called Seigaiha. It
depicts gentle waves continuing endlessly. It is
considered an auspicious pattern, with the meanings
of "forever and ever" and "may peaceful lives
continue." It is also said to be a pattern that
purifies misfortune by washing it away with water,
and is sometimes used to ward off evil.
Seigaiha was originally a part of gagaku
(traditional court music) performances, and was used
as a design on the costumes worn by the gagaku
characters.
The origins of this pattern are said to date back
to ancient Persia. Originally used in the ancient
Persian dynasty, it is said to have been introduced
to Japan via the Silk Road during the Asuka
period(538 to 710).
As a Japanese, this pattern is very familiar to me.
And I think it is a wonderful design that uses the
Principle of Similarity, recognizing similar shapes
as a group. They are simple curved lines, but as a
whole expressing ocean waves.
Principle of Continuation
- Our eyes follow the paths, lines of a design, and see
a continuous flow of the visual elements.
Figure 1.2
Title: Ryusui-mon
Designer: unknown
Year: unknown
Size: 730 × 516
Medium: painting
This is a pattern called "Ryusui-mon."
In Japan, the flowing water pattern has long been
used in decorations and sculptures, appearing
particularly frequently in Japanese-style gardens,
buildings, metalwork, and pottery. Water has held
cultural significance as a symbol of life and purity.
Furthermore, because flowing water is always clear and
pure, it is known as an auspicious symbol that washes
away hardship and misfortune.
Japan is a country blessed with water. Therefore,
flowing water is often depicted alongside flowers and
landscapes, and this motif is often combined with
others. A motif of cherry blossoms floating in flowing
water is also known as "Sakuragawa," which represents
"the never-ending beginning of things, or a
continuation of auspicious events."
As shown in the image, curves are used to represent
the flow of water. The beauty of the endless flow of
water is captured using the Principle of Continuation,
which smoothly guides the viewer's eye.
Principle of Closure
- If the visual elements are not complete, the viewer
can imagine a complete shape by filling in missing
visual information.
Figure 1.3
Title: adidas logo
Designer: unknown
Year: 1972
Size: 1176 × 990
Medium: logo
In 1972, Adidas expanded beyond footwear by
launching its first apparel line. At that
time, the company introduced a new logo. A
small team of Adidas executives and designers
from a German creative agency designed the
Trefoil logo. Inspired by flowers, the new
logo featured three leaf-shaped foils,
maintaining Adidas' reputation as a
three-stripe brand. The three stripes still
weave through the leaves.
In this Adidas logo, three horizontal lines
are on the three black leaves, blending them
into the white background. However, thanks to
the Principle of Closure, our brains are able
to connect and recognize the curved outlines
of the three leaves.
The placement of the three lines is also well
thought out—neither too high nor too
low—maintaining a sense of balance.
Furthermore, these three lines create an
association with Adidas' signature three
stripes without explicitly calling them
out.
I learned that even with a simple logo like
this, able to create something visually
playful by following the principles of
design.
- The related design elements should be placed
together, closer. Also, unrelated items should be
spaced apart.
Figure 1.4
Title: The Night Watch
Designer: Rembrandt van Rijn
Year: 1642
Size: 960 × 804
Medium: painting
"The Night Watch" is the common name of a
painting by 17th-century Dutch artist Rembrandt
van Rijn. Currently on display at the Rijksmuseum
in Amsterdam, it is considered a masterpiece by
Rembrandt and of Dutch Golden Age painting.
The painting depicts the moment when the militia
is about to mobilize. Captain Frans Banning Cocq,
dressed in black with a red sash draped diagonally
across his body, and his second-in-command, Willem
van Ruytenburgh, dressed in yellow and standing to
his right, are about to lead the militia into
action. The Principle of Proximity highlights the
relationship between the captain and
second-in-command. While each member of the
militia is depicted facing in different
directions, the captain and second-in-command are
depicted close together and separated from each
other, signifying their relationship and their
roles as key officers.
Indeed, when I viewed this work, the captain and
second-in-command were the ones who caught my eye
the most. They are depicted in the center, and if
you look closely at the painting, you can see that
while the other members are a little blurry, they
are depicted clearly.
Principle of Figure/Ground
- Objects are recognized as being either in the
foreground or the background, prominently in the
front(the figure) or receding into the back(the
ground).
Figure 1.5
Title: Slave Market with the
Disappearing Bust of Voltaire
Designer: Salvador Dalí
Year: 1940
Size: 374 × 267
Medium: painting
"The Slave Market with the Disappearing Bust of
Voltaire" is an oil painting by Spanish
surrealist painter Salvador Dalí, created in
1940. The painting depicts a slave market, with
a woman standing in a stall watching the
people.
The convent women depicted in the center are
said to be the highlight of this work. Looking
closely, they appear to be two nuns, but as you
move away from the canvas, a face emerges. It is
the face of the French rationalist writer and
philosopher Voltaire, who was known for opposing
slavery. Therefore, by depicting Voltaire's
face, the painting symbolizes respect for the
Enlightenment and a desire for freedom through
reason.
I found the interesting thing about this
painting is how the figure/ground changes
depending on the perspective. When viewed
closely, the nun appears as the figure, and
Voltaire's face seems to be implied in the
ground. However, when viewed from a distance,
it's Voltaire's face that you recognize first,
and the roles of figure and ground are reversed.
I was amazed at the skill with which real
people's faces were incorporated into this
tricky painting.
- Elements that are symmetrical to each other tend to
be perceived as a unified group.
Figure 1.6
Title: The Phoenix Hall at the Byodo-in
Temple
Designer: Fujiwara no Yorimichi
Year: 1053
Size: 985 × 783
Medium: building
The Phoenix Hall at the Byodo-in Temple is a World
Heritage Site located in Kyoto Prefecture, Japan,
and was built in 1053. It was constructed by
Fujiwara no Yorimichi. The building's design
resembles a phoenix with its wings spread, floating
over a pond.
As can be seen in the photograph, the building is
symmetrical. No documentation was found explaining
why it was built this way. However, symmetrical
designs have been used in many historical buildings
and are studied by architects.
Symmetry is associated with stability and strength,
and is considered a design that conveys a sense of
permanence and reliability. Architectural symmetry
allows for a clear and logical organization of
space, facilitating effective movement and
utilization within an interior space. Symmetrically
balanced spaces have a positive psychological impact
on occupants, promoting a sense of order,
tranquility, and happiness.
Many buildings around the world utilize this
Principle of Symmetry & Order. I imagined
symmetry has been used by humans since ancient times
because it helps them stay organized and gives them
a sense of psychological security.
Contrast
- Contrast is the juxtaposition of strongly dissimilar
elements; color contrast, brightness contrast, etc.
Figure 2.1
Title: Adoration of the Christ Child
Designer: Gerard Honthorst
Year: 1619 - 1621
Size: 2560 × 1913
Medium: painting
"The Adoration of the Infant Jesus" is an oil painting on
canvas by Gerard van Honthorst, created around 1619 -
1621. It is currently housed in the Uffizi Gallery in
Florence.
In this work, the contrast between the brightness of the
baby and the white cloth surrounding him and the darkness
of the surroundings is striking.
Leonardo da Vinci, Caravaggio, and Gerard van Honthorst
are among the artists who created paintings with such
strong light contrasts. This technique, called
chiaroscuro, derived from the Italian words "chiaro"
(light) and "oscuro" (dark), is a powerful artistic
technique that emphasizes the strong contrast between
light and shadow. This technique has been used for
centuries to create dramatic and visually striking
paintings. Artists of the time are said to have used light
and shadow to create depth and a sense of
three-dimensionality in their paintings.
While the contrast of light may seem a bit exaggerated
and unrealistic in this painting, it is perfectly executed
to convey the underlying meaning of the work, such as the
relationship between the baby and those around him. I also
felt that the darkness enhances the majesty of this
work.
Emphasis
- Used to create dominance and focus.
- Various elements can be used to create emphasis,
such as color, shapes, and value.
Figure 3.1
Title: Amazon logo
Designer: unknown
Year: 2000
Size: 2048 × 1152
Medium: logo
Amazon is known as a marketplace for groceries,
health foods, clothing, e-books, and even television
shows. Since its founding in 1995, Amazon's success
has been evident. Today, it is one of the most
influential companies in the world and has grown
into a giant e-commerce business involved in nearly
everything.
This Amazon logo, developed in 2000, features all
lowercase text with yellow and orange arrows
connecting "A" to "Z". This symbolizes Amazon's
commitment to selling everything from "A" to "Z."
The arrows also give the impression of a smiling
mouth.
While the logo is quite simple, the orange arrow
here serves as an emphatic contrast to the black
text, adding a playful touch. This arrow mark is
also featured on Amazon trucks and cardboard boxes,
making it a familiar, well-known design. I believe
the logo's use of color emphasis, drawing attention
to the orange arrow, is what has made it so popular.
Balance
- Balance refers to the distribution of visual weight.
- Visual equilibrium of the elements controls the
balance of the total image.
Symmetrical Balance
- It has equal weight on equal sides of a centrally
placed fulcrum.
- The equal arrangement of elements on either side of
the central fulcrum results in bilateral balance.
- Arranging elements equally around a central point
results in radical balance.
- Equivalent elements but not identical forms are
arranged around the fulcrum results in approximate
symmetry.
Figure 4.1
Title: Rose window of Bristol
Cathedral
Designer: unknown
Year: 1877
Size: 960 × 718
Medium: building
A rose window, commonly used in Gothic
architecture in general, is a circular
stained-glass window, radiating from a central
point. The Virgin Mary, also known as the "magic
rose," is often depicted in churches and
cathedrals alongside elaborate roses. Rose windows
are a hallmark of Gothic architecture and can be
found in all major Gothic cathedrals in northern
France. However, their origins far predate Gothic
architecture, and they appeared in various forms
throughout the Middle Ages. During the Gothic
Revival of the 19th century, rose windows, along
with other medieval features, experienced a
resurgence in popularity and began appearing in
Christian churches worldwide.
This rose window from Bristol Cathedral was
installed during the construction of the
cathedral's new nave in 1877. It depicts Christ in
the center surrounded by angels playing music.
Though the depictions in each of the smaller
windows are different, they share the same
composition, radiating from a central point,
demonstrating radial balance.
Reference: https://ja.wikipedia.org/wiki/%E3%83%90%E3%83%A9%E7%AA%93, https://en.wikipedia.org/wiki/Rose_window
Asymmetrical Balance
- Unequal visual weight on each side of the
composition.
- One side of the composition might contain a
dominant element.
Figure 4.2
Title: Apple logo
Designer: unknown
Year: 1998
Size: 700 × 400
Medium: logo
The Apple logo featuring an apple was
established in 1977. Initially, the logo
featured six colors. This was intended to
emphasize the color display computers released
at the time, and to make a stuffy imaged
computers more accessible for home use. However,
in 1998, the logo was changed to an all-black
color to match the new silver computer models
and establish Apple as a luxury brand. Other
reasons cited for the change include the fact
that the single-color logo could be used
inexpensively across a variety of media and
products, and that the monochrome design allows
for more flexibility in the logo's use across a
variety of applications and materials.
If you draw a vertical center line in this logo,
the bite marks and leaf create an asymmetrical
appearance on the left and right. The viewer's
attention is drawn to the bite marks on the
apple. Therefore, the dominant element is placed
on the right, while the left side features only
the curves of the apple, providing fewer focal
points.
Reference: https://www.crowdspring.com/blog/apple-logo/, https://www.fineprintart.com/history-of-the-apple-logo/
Golden Ratio
- Mathematical concept and a number that goes on
indefinitely. The ratio itself comes from the
Fibonacci sequence, a naturally occurring
sequence of numbers that can be
everywhere.
Figure 4.3
Title: Windmill at Wijk bij
Duurstede
Designer: Jacob van
Ruisdael
Year: 1670
Size: 1090 × 899
Medium: painting
"The Windmills at Wijk bij Duurstede" is
an oil painting by the Dutch artist Jacob van
Ruisdael. It is currently in the collection of
the Amsterdam Museum. The painting depicts the
riverside town of Wijk bij Duurstede, located
approximately 20 kilometers from Utrecht. The
towering cylindrical windmill harmonizes with
the lines of the riverbank and the sails. The
contrast of light and shadow, combined with
the concentration of mass and space, is
effectively expressed.
As can be seen in the photograph, the painting
adheres beautifully when applied to the Golden
Ratio. The windmill fits snugly into the large
rectangle on the right, and the rectangle
continues to shrink toward the windmill. The
contrast with the left side, which depicts a
somewhat bleak river without the windmill,
also creates a natural and beautiful
impression.
Although it's difficult to see the use of the
Golden Ratio at first glance, the placement of
the windmill, the work's central feature, is
certainly ingenious. I felt the beauty of the
Golden Ratio is not flaunted, but it appeals
to the dormant instinct of human cognition.
Reference: https://fstoppers.com/historical/bit-history-about-golden-ratio-and-rule-thirds-621875
,https://en.wikipedia.org/wiki/Windmill_at_Wijk_bij_Duurstede
- The rule to divide an image evenly into thirds,
both horizontally and vertically, and the subject
of the image is placed at the intersection of
those dividing lines, or along one of the lines
itself.
Figure 4.4
Title: Jaws poster
Designer: unknown
Year: 1975
Size: 1600 × 684
Medium: poster
Jaws is a 1975 American film directed by
Steven Spielberg. Based on the 1974 novel of
the same name by Peter Benchley, it is a
marine action thriller that depicts the terror
of a giant great white shark attacking the
beaches of a peaceful town and the people who
fight it.
If you draw the Rule of Thirds lines on this
poster, they will fit neatly into the layout.
The top horizontal line follows the water's
surface. Also, note how the center column is
used to focus on both the shark and the
swimmer. The empty negative space on both the
left and right columns creates tension between
the two and an eerie atmosphere. Also, the
empty negative space draws the viewer's eye
directly to the center.
I felt this poster succinctly represents the
film Jaws, a thriller film. The designer,
considering Jaws is a tense film, wanted to
incorporate that into the poster. I realized
that one way to design something is to start
with the impression you want to give the
viewer.
Repetition
- Repetition could make a design seem active.
- Variety is essential to keep rhythms exciting and
active, and to avoid monotony.
Figure 5.1
Title:
Tokyo Olympic logo
Designer: Asao Tokolo
Year: 2016
Size: 1472 × 828
Medium: logo
This design by Asao Tokolo was adopted as the
emblem for the 2020 Tokyo Olympics. It is based on
the traditional Japanese checkerboard pattern. A
checkerboard pattern (ichimatsumoyo) is a type of
lattice design featuring alternating squares or
rectangles of two colors. Although the name of the
checkerboard pattern has changed over time, the
pattern itself has existed since ancient times and
has been used in a variety of crafts.
According to Tokolo, it took more than 10 years to
create the checkerboard system, and two to three
months to complete the current emblem. The design
incorporates the rotational symmetry of the
pattern by cutting it into three. The Paralympic
emblem can be completed by moving the rectangular
parts of the Olympic emblem without changing their
size or angle.
The design uses repeated rectangles to form a
circle. Additionally, by changing the ratio and
orientation of the rectangle's sides, variety is
added to avoid a simple design.
Reference: https://ja.wikipedia.org/wiki/2020%E5%B9%B4%E6%9D%B1%E4%BA%AC%E3%82%AA%E3%83%AA%E3%83%B3%E3%83%94%E3%83%83%E3%82%AF%E3%83%BB%E3%83%91%E3%83%A9%E3%83%AA%E3%83%B3%E3%83%94%E3%83%83%E3%82%AF%E3%81%AE%E3%82%A8%E3%83%B3%E3%83%96%E3%83%AC%E3%83%A0, https://ja.wikipedia.org/wiki/%E5%B8%82%E6%9D%BE%E6%A8%A1%E6%A7%98
Movement
- Motion movement in a visual image occurs when
objects seem to be moving in a visual image.
- It comes from the shapes, forms, lines, and
curves.
Figure 6.1
Title: Coca-Cola logo
Designer: Frank Mason Robinson
Year: 1885
Size: 500 × 175
Medium: logo
Coca-Cola is a cola-based soft drink produced by
the Coca-Cola Company. The Coca-Cola logo was
designed by Frank Mason Robinson, an accountant
and partner of John Pemberton, the company's
inventor. Robinson sought to differentiate the
brand from its competitors by designing and
writing the logo in Spencer cursive, a style
commonly used by accountants at the time. The
company standardized the logo in 1923, choosing to
preserve the core logo while allowing the
packaging, like the recipe, to evolve over time.
The logo adds a playful touch to the letters. The
ribbons extending from the letters C, o, and l utilize the movement to create a flowing
impression throughout the logo. This flowing
movement evokes energy and fun, perfectly suited
to this refreshing carbonated beverage.
Furthermore, the color red was not chosen
arbitrarily. It symbolizes strength, excitement,
energy, and passion, and is known to stimulate the
appetite and even the heart rate. Red is often
used in advertising to grab instant attention,
evoke strong emotions, and evoke a sense of
urgency and excitement.
Harmony & Unity
- Harmony involves the selection of elements that
share common traits.
- Harmony becomes monotony without variety.
- Unity refers to the repetition of particular
elements throughout your design, colors, shapes, and
materials to pull the look together.
Figure 7.1
Title: The Great Wave off Kanagawa
Designer: Katsushika Hokusai
Year: 1830~1834
Size: 960 × 662
Medium: woodcut
"Under the Great Wave off Kanagawa" is one of 46
prints in Katsushika Hokusai's "Thirty-six Views
of Mount Fuji," a renowned series of famous
Ukiyo-e prints. It features a dramatic composition
of ferociously high, swirling waves tossing three
boats about, with Mount Fuji glimpsed in the
distance through the roaring waves.
This work employs a variety of principles. First,
the dynamic force of the large waves, which
represent the highest level of Hierarchy, is
depicted with Emphasis, while Mount Fuji, despite
its inherent majesty, is depicted small, creating
Contrast. A closer look at the waves reveals the
swell expressed through detailed Repetition and
Movement using curves. Additionally, by overlaying
the Golden Ratio on this work, you can position
the waves as if they were riding the curves.
Combining these various elements, this work is
well-balanced as a whole and is a complete work of
art, making it a masterpiece that will be passed
down through the ages and talked about around the
world.
Symbol
- A sign, shape, or object that is used to represent
something.
- There are pictorial symbols, abstract symbols, and
arbitrary symbols.
- Pictorial symbol is image-related and simplified
pictures.
- Abstract symbol looks like the object, but is a less
detailed symbol.
- Arbitrary symbol has no resemblance to the objects
or the idea, need to learn to get the meaning.
Figure 8.1
Title: Shell logo
Designer: Raymond Loewy
Year: 1992
Size: 473 × 295
Medium: logo
Shell is a British multinational oil and gas
company headquartered in London, England. The
company was founded as the Shell Transport and
Trading Company in 1897, and its name dates back
to the seashells imported from the Far East by
Marcus Samuel Sr. in the late 19th century. The
company's logo is called "Pecten," after the
scallop (Pecten maximus) that inspired the
design. The yellow and red colors are thought to
be related to the colors of the Spanish flag, as
Shell built its service stations in California,
a former Spanish colony. The current logo was
designed by Raymond Loewy in 1971.
This logo is classified as an Abstract Symbol in
the three types of symbols. It captures the
shape and characteristics of a scallop shell,
making it instantly recognizable, despite
lacking detail. Corporate logos tend to be
abstract symbols because subtle details can blur
at small sizes, affecting display on screens.
Shell's eye-catching yellow and red color scheme
also makes it easy for drivers to spot the gas
station from afar, making it an excellent symbol
and logo.
Word and Image
- Suitable and relevant images, words, and typeface
are important as they would deepen the design.
Figure 9.1
Title: Platoon poster
Designer: unknown
Year: 1986
Size: 1440 × 2139
Medium: poster
"Platoon" is a 1986 American anti-war film written and
directed by Oliver Stone. It is based on the veteran's
own experiences as a U.S. Army reconnaissance officer in
Vietnam. The film depicts the reality of the Vietnam
War, including the U.S. military's abuse and arson of
defenseless Vietnamese civilians, massacres and rapes,
the widespread drug use among U.S. soldiers, murder
among fellow soldiers, accidental bombings, friendly
fire, and the mutilation of enemy soldiers'
corpses.
The poster's central image is a soldier with his hands
raised above his head, facing a tragic fate at the hands
of the Viet Cong on a battlefield in the overgrown
Vietnamese jungle. His image tells the entire story. The
title, "Platoon," also refers to a military unit
consisting of a platoon of approximately 30 to 60
soldiers. The title, depicted using dog tags, also hints
at the film's story. This poster alone makes a huge
impact on viewers.
Reference: https://en.wikipedia.org/wiki/Platoon_%28film%29, https://www.sbs.com.au/whats-on/article/the-incredible-true-story-of-the-platoon-movie-poster/coc36i57g
SELECTED ARTWORK
Figure 10.1
Title: Coca-Cola logo
Designer: Frank Mason
Robinson
Year: 1885
Size: 500 × 175
Medium: logo
I chose this artwork among the 17 artworks I
attached above. We see this design almost
every day, and quickly and directly imagine
the refreshing sparkling soft drink. As I
mentioned in the movement section, the logo
hasn't changed for a long time, since 1923.
And I think because this logo is masterpiece
as typography and artwork. The ribbon
decoration gives us a smooth and vibrant
feeling. The extended line of the capital C
impresses me with its dynamic shape. I like
how it looks so elegant, but at the same time,
keeping familiarity. The original typeface is
Spencer cursive, and it looks elegant and
fancy, but the designer added the accent
designs so well that it was neutralized
overall. It's a design befitting of
Coca-Cola, which can be found anywhere in
today's world. It blends in with everything
from high-end bars and restaurants to everyday
food stalls and supermarkets, yet its striking
red color scheme makes it stand out.
FEEDBACK
Week 1:
The Harmony & Unity principle needs to combine
all the design principles introduced. Only need to
pick one from the Symbol principle.
Week 2:
The pictures should be artwork, not the product or
digital design.
The Word and Image picture needs to have a relation between the words and the image.
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