Design Principles GCD60804/TASK 1 (Exploration)

Design Principles GCD60804/TASK 1 (Exploration)

Week 1--Week 4

From February 3rd, 2026 to February 28th, 2026

Ge Xianjing

Module Assessment Tasks

Task 1: 

1 . Exploration – Task Recap

Project Background: This task serves as the first assessment component (Weightage: 20%) for the module Design Principles (GCD60804/GCD62904)

. The objective is to cultivate a deep understanding of the fundamental principles of visual communication design through observation, research, and documentation

Core Objectives:

• Establish an Academic Blog: Create a personal study blog using Blogger.com, named with my real name for official recognition and ease of assessment
• Knowledge Synthesis & Case Studies: Define and describe nine key design principles—Gestalt Theory, Contrast, Emphasis, Balance, Repetition, Movement, Harmony & Unity, Symbol, and Word and Image
• Each principle must be illustrated with a self-sourced, professional design example
• In-depth Visual Analysis: Select a significant work of design to analyze its composition and provide a 150-200 word rationale for its selection
• Documentation of Learning Journey: Record and reflect on the feedback received from module lecturers to demonstrate the iterative development of my design thinking

2. Describe each of the design principles

（1）Gestalt Theory: "The whole is greater than the sum of its parts"

In the field of design, Gestalt Theory originated from German psychological research in the early 20th century. Its core philosophy can be summarized as: "The whole is greater than the sum of its parts."

This theory describes how the human visual system unconsciously organizes scattered and complex visual elements into a complete, meaningful graphic or structure.Our brains do not view every dot or line in isolation; instead, we tend to search for patterns, order, and wholeness to simplify the cognitive process of understanding the world around us

（1.1）Relationship (图底关系)

• Principle: The brain's tendency to separate a visual field into a "Figure" (focal object) and a "Ground" (background).

• Visual Analysis: In the "Rubin Vase," the black and white areas compete for dominance.

• Visual Switching: If you see the black area as the "Figure," it's a vase. If you focus on the white as the "Figure," you see two faces.

• Instability: The brain cannot process both as the primary subject at once, so your vision "flickers" between the two. This proves that recognition depends on which part we define as the "Figure."

Source ：Pinterest

（1.2）Principle of Closure (闭合原则)

• Principle: When a shape is incomplete, our brains automatically "fill in" the gaps to perceive a whole object.

• Visual Analysis: In the four black circles composition, there are no actual lines forming a square.

• Manifestation: By aligning the gaps in the circles, your brain connects the visual break-points, causing a white square to emerge in the center.

Source: The Inspired Eye

（1.3） Similarity

• Definition: This principle states that objects with similar visual characteristics—such as shape, color, size, or texture—are perceived by the brain as being part of the same group or having a related function.

• Analysis: In UI design, similarity is often used to categorize information. For example, using the same color for all hyperlinks tells the user that these elements share a common interactive purpose.

Source：Pinterest

（1.4）Proximity 

• Definition: Elements that are physically close to each other are perceived as a related group, while elements spaced further apart are seen as independent.

• Analysis: This is essential for layout organization. By placing a caption close to an image, the viewer immediately understands they are linked, even without an explicit border.

Source：Pinterest

5. Continuity

• Definition: The human eye tends to follow a smooth path, line, or curve, moving naturally from one object to another rather than stopping at abrupt breaks.

• Analysis: Designers use this to guide the viewer’s gaze through a composition, ensuring that the visual flow leads toward the intended focal point.

Source

6. Symmetry and Order 

• Definition: Symmetrical elements are perceived as a single unified group. This principle provides a sense of stability, formality, and harmony within a design.

• Analysis: Symmetry is often applied in branding and logo design to convey authority and balance, making the overall composition feel organized and reliable.

7. Common Fate 

• Definition: Objects that move in the same direction or at the same pace are perceived as a single entity, regardless of their individual physical differences.

• Analysis: In motion graphics, if several elements slide in from the left simultaneously, our brain treats them as a cohesive unit or menu block.

8. Multistability 

• Definition: Multistability refers to the tendency of ambiguous perceptual experiences to pop back and forth unstably between two or more alternative interpretations.

• Analysis: This is often seen in optical illusions where the foreground and background flip roles. The viewer cannot see both images at once, which creates a sense of visual uncertainty and engages the viewer longer as they try to resolve the ambiguity.

9. Invariance

• Definition: Invariance is the property of perception whereby simple geometrical objects are recognized independently of rotation, translation, and scale.

•Analysis: In branding, this ensures a logo remains recognizable whether it is printed on a tiny business card, tilted on a package, or displayed on a massive, bright billboard under different lighting conditions.

10. Pragnanz / Simplicity 

• Definition: The Law of Pragnanz suggests that when people are presented with a set of ambiguous or complex objects, the brain will interpret them in the simplest manner possible.

• Analysis: When we see overlapping circles (like the Olympic rings), we perceive them as a series of simple intersecting circles rather than a collection of many irregular, fragmented shapes.