#design principle

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Worksheet 2 - Contrast

Image 1

Color Contrast

Warm vs. Cold: The contrast between the warm yellow of the illuminated window and the cool blue of the surrounding buildings creates a strong visual impact.

Light and Dark Contrast

The bright yellow window stands out against the darker blue background.

Image 2

Shape Contrast:

The hard, straight lines of the rectangles contrast with the soft, curved lines of the ellipse.

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Visual 9 - Film Poster

"Her" Film Poster

"The 'Her' poster has been redesigned by many designers, and this version is one of the most impressive ones I encountered on Pinterest. Let's analyze some design principles that make it stand out and striking:

The Negative Space

The significant amount of negative space surrounding the ear and the title "Her" serve as the primary focal points, drawing attention to these elements. This design creates a sense of emptiness and isolation, reflecting the film's themes of loneliness and longing.

Symbolism

The ear, as the primary visual element, symbolizes listening, communication, and human connection.

The title, "Her," placed below the ear, reinforces the theme of human connection and the idea of falling in love with artificial intelligence.

Typography

The typography is simple and clean, featuring a sans-serif font that is easy to read. The title is placed below the ear, which creates a sense of balance and symmetry. Additionally, the use of small text in comparison to the large title "her" creates a visual contrast, making the title more hierarchical and important.

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Visual 8 - Food Packaging

Tomatier Snack’s cherry tomatoes

by Valencia-based design studio Meteorito

In a crowded market of sleek, monochromatic packaging design, it can be hard to stand out from the crowd – especially when your product is the humble tomato. With a refreshing taste of playful personality, Tomatier stands out with a delightfully fresh packaging design that embraces the sillier side of branding.

Let's walk through the smart use of the design principle with me:

Character Branding

The packaging features a playful, anthropomorphic design, giving the cherry tomatoes a personality. The dinky square boxes are bursting with personality, featuring a series of monster characters with adorably illustrated expressions

This creates an emotional connection with consumers and makes the product more memorable.

Vibrant Color Palette

The use of bold, contrasting colours, such as red and green, creates a visually striking and eye-catching design.

The colours are associated with freshness, health, and vitality, which aligns with the product's positioning.

Typography

The typography is clear and easy to read, with a playful font that complements the overall design.

The use of different font sizes and weights creates a visual hierarchy, drawing attention to the brand name and product information.

Shape and Form

The final thing that is not less impressive is the use of cut-outs in the packaging in a smart way allows consumers to see the product inside, creating a sense of transparency and trust.

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Visual 7 - Poster (Geometric style)

SAN DIEGO DESIGN WEEK

by Raygun - a design agency based in San Diego

Color

Vibrant Palette: I like how Raygun used a vibrant color palette that not only reflects the energy and excitement, but also reflects the spirit of the event - San Diego Design Week calls for an aesthetic that reflects the diversity and interconnectedness of their community's characteristics.

Contrast: The contrasting colours (warm and cold color) between the letters and the background create a strong visual impact.

Typography hierarchy

The larger font size for the main title "SAN DIEGO WEEK 2020" emphasizes its importance, while the smaller font sizes for the event details and categories create a clear information hierarchy.

Shape contrast

The combination of curves (circle) and angles (typo characters and squares) attracts attention. Besides, it brings symbolic effects - a circle can represent unity or infinity, while a triangle, square can symbolize stability or power - brand identity of SAN DIEGO WEEK want to convey.

Negative Space

Using geometric shapes to create negative space around typography can enhance readability and focus attention on specific words or phrases.

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Visual Diary 6 - Brand Identity

GUTA - Vietnamese Coffee Chain Branding

Designed by M — N Associates, Ho Chi Minh City

Inspired by the unique Vietnamese street culture, Guta Cafe is becoming a familiar coffee brand where urban people can connect and enjoy the outdoor environment.

GUTA is Vietnamese slang taken from “gout /gu/” in French and “ta” in Vietnamese, which together stand for the term “Our style”

Logo and Typography system - Cultural Symbol

I like the way Design Studio use the iconic chair and Vietnamese diacritical marks to make Logo and a custom font named after Guta — FONTA. If you travel to Vietnam, you can see these stools are used by Vietnamese people everywhere in their daily life.

This represents Guta’s brand spirit, proud to serve a good, strong Vietnamese coffee. Street coffee has become a fundamental habit, not just in Saigon, but throughout Vietnam. Beneath the habitual culture there’s always a “plastic chair,” small and convenient for setting up small coffee shops anywhere.

Color contrast and consistency

I also like the clever use of colour, inspired by the iconic Vietnam Social Security propaganda poster that is displayed everywhere in the country, the blue and yellow colour scheme has been adapted by Guta. The adjusted colour scheme not only stands out due to the contrast of warm and cool colours, it also reflects the familiar slogan of the poster, the colour choice represents the idea of ​​"a friend of every worker".

Halftone Texture

People who love street coffee in Vietnam usually kickstart their day by sitting on a plastic chair, somewhere shady, surrounded by greenery, with a cup of coffee and a newspaper. The halftone print effect of newspapers adds a distinctive look to the various characters sitting on chairs, from office workers to lady hawkers.

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Visual Diary 5

HARUKI MURAKAMI Book Collection Cover

by Suzanne Dean - creative director at Penguin’s VINTAGE

If you’ve ever read a Haruki Murakami book, you’ll know that venturing into any of his fictional worlds comes with an inevitable sense of mystery. And as a designer and also an avid Haruki Murakami reader, I pride myself on obsessing with not only the stories within his novels but also with the covers of each book I’ve ever gotten.

Suzanne—a creative director at Vintage—is the author of the covers for the above books, when she was asked to give Murakami's current catalogue a more cohesive look. That's when she came up with the concept of the symbolic circle.

Cultural Symbol

These circles on book covers regularly appear on packaging and printed materials in Japanese and Taiwanese. The consistent use of this iconic circle on book covers has silently conveyed the cultures of these two countries to readers.

Color contrast

The sharp contrast between black, white and red - a limited clor pallete but still creates a visually striking design.

Negative space

I also like the clever use of negative space. The result is a series of covers that not only look beautiful as a set, but also have hidden meanings within them, like the obscured image of a trunk in The Elephant Vanishes or Norwegian Wood’s tree trunks that double up as the legs of the story’s three central characters.