Design Principles TASK 1 GCD60804

Task 1:Exploration

The Module Information Booklet for this Module:

Design Principles: 

1. Contrast 

    Contrast in design means using different visual elements in a composition resulting an emphasis also visual interest. It could be use in terms of shape, colour, size, texture, and more.

Fig 1.1 Tony Ward Spring Summer 2024 Couture Collection.

From this collection, we can see that the green lime and also the texture of lime green ruffles cascading color giving a contrast of the lining popping up in lime green to the dress.

2. Gestalt Theory

        A set of principle that related to pyshcology which talking about how is human vision towards the elements, patterns and the parts of an visual. 

Fig 2.1 Gestalt Theory

   a. Principle of Similarity

        Similarity is when a group of elements that have the same characteristics to each other such as in colour, shape, texture, size which creating a visual that is easy for human categorized by the similarity

Fig 2.1 Aelis Couture Spiring 2020

As we can see, the dress looked similar to animal picture which is called Tomopteris. Starting from he way of the dress trying to copy the wing wave of it and also it has a similar structure from the animal.

    b. Principle of Continuation

        This principle explain that human eyes tend to see a design that has their "flow" (line, curve, path) rather than seperated visual elements.

Fig 2.2 Iris van Herpen Couture Fall 2022

It is cleary seen that this unique dress has almost white color fabric that flow all around of the dress also on the middle part of the clothes got white "bone" that spread.

    c. Principle of Closure

        Principle of Closure design  has a missing part of  elements making it incomplete but actually creating a complete visual.

Fig 2.3 A.W.A.K.E Mode Spring 2023 Ready to Wear

Circles on the dress were gather up but still leaving some gaps between the other circles making it a closure looking dress, however the dress still look finish.

    d. Principle of Proximity

         Proximity is basiclly about the elements placement, the related elements are placed closer by overlapping or grouping them into an area.

Figure 2.4 Philip Lim Pre-Fall 2017

This monochrome look has proximity principle, but how come? well we can see that actually the base for the top is a long shirt with black and white strip pattern then layered with the white top and only the  bottom of the skirt also have strip black and white pattern, while  the skirt has black colour.

    e. Principle of Figure/Ground

        This principle is almost simillar with the Closure Principle, Objects are naturally viewed as either prominent in the foreground or receding into the background. They can either draw attention as the main focus (the figure) or blend into the backdrop (the ground). 

Fig 2.5 Rebecca Rimmer Graduate 2014 of Fashion at University of Central Lancashire

This dress actually has black basic boxy long shape, but with the yellow dress illustrastion making the dress has "two" looks.

3. Balance

    The Principle of Balance is about the visual distribution in a design which create a harmony in it towards the elements placement wheater either it is symetrical or asymetrical.

    a. Symetrical Balance

        It has balance arrangement of the elements creating a symetrical design, it can also be a approximate symmetry which is a design that is equivalent with different configuration,

Fig 3.1 Iris van Herpen, Fall 2022 couture

It is clearly seen that this haute couture has a symetrical balance from head to toe with unique bone structure and flowy fabric on the dress.

    b. Asymetrical Balance

        Opposite to symetrical balance, this typical of balance has unequal visual composition design giving more various and compelling to the design. It could be one part of the design has more dominant element and the other side has more simple side.

Fig 3.2 Central Saint Martins Fall 2015

We can see that there is an imbalance in this look, on the right side is a short dress with white and the ruffle on top but on the left side we can see that it is a fitted jumpsuit with a hole on the pants and the ruffled is at the pants part of it.

    c. Golden Ratio

        It is from a mathematical concept called phi that can bring harmony balance and structure to the visual of the design, and it is often represent by the shape of seashell.

Fig 3.3 Viktor & Rolf Spring 2009

It is very obvious to see that this look has a golden ratio from the shell sleeve that often to represent golden ratio.

    d. Rule of Thirds

        It is a composition guideline that mostly found in the photography which it has three part that divided into nine equal parts using two horizontal and two vertical lines.

Fig 3.4 

In fashion, there is also rule of thirds which is a way to styling by diving our body part into three parts (top, middle, and bottom)  so it can enhance our appeareance.

Fig 3.5 JW Anderson Collection

4. Emphasis (dominance)

   This principle is focusing to create somenthing that is dominance visual to the part of the design so can draw more attention to the viewers towards it.

Fig 4.1 Pierre Cardin Haute Couture 2012

Even though its seems like a basic fitted golden dress, the dramatic circle on the sleeve draw attention so much making this dress interesting.

5. Repetition (pattern n rythm)

    Creating pattern and rythm in this design with variousity in the visual is very crucial to keep the design intersting.

Fig 5.1 Issey Miyake Fall Ready to Wear 2011 

This read to wear look has a boxy 3D pattern all over it.

6. Movement

    Design that has "movement" composition on the visual that give the viewers an illusion as if the image is moving.

Fig 6.1 Issey Miyake RTW Fall 2016

Another work of  art from Issey Miyake, by using moire pattern on this look giving an optical illusions that make the audience things that the look has moving illusion.

    a. Hierarchy

       This principle basically is arranging the component of the design by prioritizing base by the the importance information to the least in the visual.

Fig 6.2 Seoul Fashion Week 2015 Poster

    b. Alignment

           Placing the design components in a certain edge line or even center collumns with different posisition creating a neat yet still aestethics visual.

Fig 6.3 Fashion Week Poster

7. Harmony 

    This principle has a concept combining the same "vibe" of elements in one visual design creating a design with unique aesthetics.

Fig 7.1 Ajoyo Patchwork Maxi Dress

This strapless dress has caught of my attention because of the various patchwork on the dress creating a on dress with unique look without looking messy.

8.Unity

    It might sound similar with harmony but actually unity principle is more about the variety of elements that work together in a visual creating a wholeness in a design.

Fig 8.1 Rave Review fall 2022

This look may look "abstract" but actually for me because of the various fabric and color that used on the look creating an eye catching outfit.

9. Symbol

     A mark or character used as a conventional representation of an object, function, or process, e.g. (Oxford Languages)

    a. Pictorial Symbols

        A symbol that using detailed image simillar to what it is represented.

Fig 9.1 Sewing Machine Anatomy

    b. Abstract Symbols

        Opposite to pictorial symbols, it is using less detailed image but still mirroring the actually object.

Fig 9.2 Sewing Machine

   c. Abitrary Symbols

       This symbol isn't representing to any object but has an actual meaning and usually it is using shape and various color.

Fig 9.3 Givenchy Logo

10. Word & Image

       Using the right word and image in a design could help us to communicate ideas easier but it is important to choose the correct word and image so it wont produce any missunderstanding.

Fig 10.1 Bazar Cover

Chosen Artwork:

Figure 11.1 

The Catalogue of Imaginary Beings, Plate No. 425

Artist : Johanna Goodman

Year : 2016

Medium : Digital Collage 

Size : -

Extraordinary weird! That was my first impression when looking this piece art and after do a little bit research, i found out that Johanna Goodman is the one who made this digital collage and all of her arts have the same concept which is a colossal blend of digital collage, vintage illustration, and whimsical surrealism. Although the elements that used in this image are seems quite random such as  the butterflies, statues, the birds and also the dress using from different piece of dress that been gather together, it still creating a wholeness of a fashion look. It is also clearly seen that the principle of asymetrical balance is used alot in this visual because the distribution of each elements and the dress are unevenly but yet still look harmonious. Also, by playing the size of the "person," such as having a small head, hand, and legs but having a giant body which is the dominance of the visual able to draw more attention to the audience. 

Feedback: 

Week 1: In Progress

Week 2: Sir Charles suggested me to use fashion visual examples for my task, since im                       taking fashion major.

Week 3: He told to adjust the picture size of my example to make it bigger so the reader can identify the design princle easier.

Reflection:

After changing my examples to fashion visual, i just realised that this task might help me in the future especially when doing the fashion deisgn because from this i learned that there are many aspects of design principles that i can use in my daily life as a designer especially fashion design so i can make different kind of garment by exploring the design principle.