project 01: design principles? - Spatial Design@Massey

197.134 Digital Design and Visualisation 2012
project 01: design principles
Duration: 5 weeks Due Date: Second session week 5, 2012 Percentage: 30% of total course mark
Introduction:
Good designs are founded on design principles; these principles provide a solid foundation
in the elements of basic digital design. In this project you are going to explore design
principles through experiments that deal with composition and form by creating a series of
2D textures (patterns) and 3D digital models addressing each principle. It is essential to
grasp the importance and potential of design principles; symmetry/asymmetry,
rhythm/repetition, proportion/composition, contrast, hierarchy, figure-ground and datum.
These principles control the relationships of basic design elements; line, texture, shape,
tone and colour. The aim of this paper is not to teach you computer software packages but
to teach you how to learn and become comfortable with design using digital applications.
Many designers and artists have attempted to define the principles that govern successful
composition and guarantee a positive aesthetic response. The goal is an elusive one.
Design is a constant exploration that contains few absolutes. Whatever aesthetic and
philosophical position is taken, design remains organised and deliberate. It employs clear,
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197.134 Digital Design and Visualisation 2012
form-giving ideas that shape spaces and position elements. These ordering principles are
seldom coercive or deterministic. They do not limit exploration. Diversity and freedom of
expression are possible because an infinite variety of orderly relationships are available to
you as a designer.
Some design spaces or objects possess poetic qualities that excite the imagination and
provoke new associations of ideas. Other items simply ask to be regarded as beautiful
sculpture. But whatever the effect, every formal composition depends on visible, significant
connections among its components: design is always more than just the sum of its parts.
“Design should not be used only to give things a shape but also to give them
a meaning.” Michele de Lucchi, architect, product designer
Design Principles:
01 Symmetry/Asymmetry
Reflective and rotational symmetries are quite distinct. Reflection implies identical, by
reversed elements on either side of a line or plane. Its simplest manifestation is bilateral
symmetry that contains a single axis. But complexity increases rapidly as the number of
mirror lines multiplies. Conversely, rotational symmetry defines a centre. Turning the
composition about this point maps every element onto an equivalent one. Asymmetry is
the absence of these qualities. It suggests a different kind of balance in which tension and
dialogue bind the components of composition to one another. Sometimes a combination of
the two conditions informs a single design, for example, a slight modification of symmetry.
02 Rhythm/Repetition
constant, flowing, progressive
Rhythm depends on subtle or progressive changes that occur within a single consistent
theme. Interest derives from the tension between constant and incidental features. So
variation and repetition are frequently combined to produce richly patterned surfaces that
are both highly structured and interesting.
Repetitive forms appear strongly related to one another simply because they possess
common shapes and dimensions. In extended series, recurring elements or intervals
establish rhythm and invite anticipation or movement. Often several sequences operate at
different scales. These can reinforce one another, forming a nesting hierarchy of modules.
Or they can overlap and interact to produce a more complex “beat”.
03 Proportion/Composition
[Golden section, A series paper]
Proportion describes the relationship of dimensions or distribution of forms. Some
“harmonious” proportions define pleasing shapes. Others appear awkward. Whether or not
universal rules apply is a matter of contention. Many designers and theorists have tried to
identify ideal dimensional relationships based on the natural order of musical harmonies or
human form. However. Most of these experiments fail to acknowledge that perception of
size and shape depends on experience. Composition is the placing of elements or forms
together with an ordering system or formal structure.
04 Contrast
Contrast is the degree of difference between elements, such as colour, value, size, etc. It
creates interest and pulls the attention toward the focal point.
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197.134 Digital Design and Visualisation 2012
05 Hierarchy
Hierarchical arrays place more emphasis on some elements than others. Parts are related
to one another in terms of their importance. Size, shape and position all help to confer
status and components of a composition can often be organised into groups or classes.
06 Figure-Ground
A figure is an element or shape placed on a page, canvas, or other background. Ground is
the space of the page. A figure is also called object, form, element, or positive shape.
Ground is alternately called space, residual space, white space, field, or negative space.
07 Datum
A datum is a common reference; a point, line, plane or volume that organises the other
lesser parts of a composition.
Brief:
How to spatialise (make 3D) each design principle You will be given a series of
experiments to guide you from a 2D investigation to a 3D model of each design principle.
You will start by carefully sketching three 2D textures or patterns for each design principle
listed above, in your sketchbook. Select one texture from each principle to translate and
develop as a 3D digital model demonstrating how an object or spatial configuration can be
affected by the principle. The move from 2D to 3D should be more than just extruding of
the objects. How can the sections (cut view) and elevations (side view) be as interesting
as the plan (top view) Working in all three dimensions X {red},Y {green}, Z {blue}.
Assessment:
You will be assessed at the end of the project on the body of work that you have produced.
Your submission is to include:
21 hand drawn textures, 3 for each design principle
7 Refined textures (7 repeatable textures)
7 hand drawn 3D sketches
7 final images of the spatialised design principle (3D models), 1 image for each design
principle
Process work posted on blog
Learning Outcomes:
On successful completion of this module students should be able to:
Understand key digital design terms and concepts
Demonstrate competency and creativity in basic techniques of digital design
Demonstrate a basic understanding of three-dimensional modeling software in order to
visualise form and space
Assessment Criteria:
Your work will be assessed on the extent that it shows:
evidence of clear understanding and concept of each design principle
consideration of craft and communication in its representation of each design principle
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197.134 Digital Design and Visualisation 2012
(both 2 and 3-dimensionally)
evidence of all required work to be posted and clearly labeled on blogger weblog
Software:
Adobe Photoshop
Google Blogger
Google Sketchup
"Good design begins with honesty, asks tough questions, comes from collaboration
and from trusting your intuition."
Freeman Thomas, automobile designer
Schedule: (posted each week)
See http://134.spatialdesign.info
Hand-in and review second session week 5
Bibliography
Binder, K. (2008). Easy Mac OS X Leopard (p. 287). Indianapolis, IN: Que.
Bouton, G. (2009). Photoshop CS4, Quicksteps. (p. 368). New York: McGraw-Hill.
Ching, F. D. K. (1996). Architecture, Form, Space & Order (2nd ed., p. 400). New
York: Van Nostrand Reinhold.
Chopra, A. (2008). Introduction to Google SketchUp, Wiley pathways. (p. 452).
Hoboken, NJ: Wiley & Sons.
Cohen, D. (2006). A Visual Language: Elements of Design (p. 111). London:
Herbert Press.
Creative Educational Video, Inc. (2003). Elements & Principles of Design (p. 1).
Lubbock, Texas: CEV Multimedia.
Design elements and principles - Wikipedia, the free encyclopedia. . Retrieved
November 3, 2008, from
http://en.wikipedia.org/wiki/Design_principles_and_elements.
Digital Web Magazine - The Principles of Design. . Retrieved November 3, 2008,
from http://www.digital-web.com/articles/principles_of_design/.
Faulkner, A. (2007). Adobe Photoshop CS3: Classroom in a Book. (p. 478). San
Jose, Calif: AdobePress.
Oei, L. (2002). The Elements of Design: Rediscovering Colours, Textures,forms
and Shapes (p. 208). London: Thames & Hudson.
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