DESIGN PRINCIPLES - TASK 3: DEVELOPMENT & DESIGN

10.03.25 - 23.03.25 (Week 5 - Week 7)
Michelle (0373843)
Design Principles / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3: Development & Design

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TABLE OF CONTENTS

1. Instructions

2. Development

3. Final Design

4. Feedbacks

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INSTRUCTIONS

Task 3 Recap

In task 3 we will realize and finalize one of our idea (the best one out of the three we've come up with in task 2) into a real artwork of our own. We are expected to apply and utilize the design principles learnt to ensure our design is an improvement from the artwork we chose in task 1.

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DEVELOPMENT

Selected Design

Fig 1 Sketch 1 - Unity

Concept was present. However, the execution needs be improved. Outside from the character at the top (air element), the characters look stiff and static (just standing there). They need to show more movement to reinforce their swirl motion for the unity concept.

Revised Design

Fig 2.1 Revised Design - Unity

Now, the characters are given a more diverse action, each character having their own poses. This not only creates a better movement to represent unity, but also created distinct separation between the characters of different elements. The poses  were given with consideration of their individual traits:

• Cloud character at top representing air is floating with its left arm and legs hovering towards the back.
• Water character on the left is swaying like water in the stream following the swirl.
• Fire character on the right is fierce with a confident/bold pose.
• Land character on the bottom pokes a flower while he hops in the same direction of the swirl motion.

Fig 2.2 Pose Reference
(source: flowing pose - fierce pose)

Digitization

Outline

Fig 3.1.1 Outlining in Adobe Illustrator

Fig 3.1.2 Artwork's outline

The characters are distributed by swirly diagonal lines, creating equal balance between the four. The curves formed by the lines and the characters' poses directs the eye towards the center, creating emphasize towards the title text while also symbolizes the message of unity. Contrast in the different elements are subtly shown trough the use of various line properties (air: rounded - water: wavy - fire: unpredictable with sharp points -  land: combination of round and sharp (more abstract like nature). Unity in this outline step is created through the use of lines is the same style and weight throughout the whole design.

Flat color

Fig 3.2.1 Color in Adobe Illustrator

Fig 3.2.2 Design in flat color
(title design source: https://press.disney.co.uk/gallery/elemental?) 

The colors used are chosen according to each element's characteristics (blue for water, red-ish orange for fire, and green and brown for land). As for the cloud character representing air, it is colored purple to create a bigger contrast with the others (compared to using blue or white) as the color of cloud varies a lot depending on its surrounding environment so it doesn't have a fixed color.

The background is colored using coordinating colors (the same hue) but in a lighter value to create evident difference between the figure and ground.

Textures & Pattern

Figure 3.3 Textures

The elements' characteristics are defined further through the use of gradient and effects to each subject. 

• Water: Blue with random and unpredicted splotches of color to imitate the shining and distorted effect on water surface when hit by light. 
• Fire: A radial gradient starting from the center-outwards from yellow to red-ish orange to mimic fire. 
• Air: A soft blend of a darker shade of purple on one side adds dimension making it look fluffy like clouds. 
• Land: And finally, brown gradient with grain texture is given imitating the look of dirt/soil.

Finishing & Details

Figure 3.4.1 Details
(title design source: https://press.disney.co.uk/gallery/elemental?) 

Blends between each characters' main color are added to the background, following the spiral shape. The separating line is made faint and blurry to symbol interfusion. The outlines are made a little bit bolder to create a bigger to highlight the characters and create better separation between the figure and ground. Title text is added to the center with black shadow added to suit the art style and give emphasis.

Figure 3.4.2 Edited title text gradient glow

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FINAL DESIGN

Michelle_Unity_Task 3

My design expressed unity amongst four elements: water, air, fire, land while highlighting the diversity of each individual traits. The composition created both horizontal and vertical balance, giving more or less equal weights between the characters. Both the water and fire character are a tiny bit bigger in height compared to the other two, giving them a slightly bigger focus as they're the main characters. Contrast is portrayed through the use of various different shapes, colors, and textures given to each characters. A thick black outline with even thickness throughout the whole design is used to create distinction between figure and ground, which also serves as unity between the subjects. A repetition of the colors used in the character with the background creates a sense of unity between the ground and figure. A spiral motion is formed by white blurry lines supported by the characters' poses initiating movement. The four hands gathering, encouraged by the subjects' eyes viewing the center, guides the eyes to the center, pointing to the title text providing emphasis and symbolizes the theme: unity. The mixture of equal weights between the subjects supported by their swaying poses, eye direction, facial expression, and hands coming together, with the center placement and tilt of the text, and the color mash in the background creates harmony.

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FEEDBACKS

Week 6: To have a stronger movement effect, give the bottom character's shirt a bit of folds like the air is blowing it so it lifts and look a bit messy (not too neat). For the background, can try and explore different methods. One idea to emphasize movement is the motion of paper fan which becomes blurry as it spins.

Week 7: It's better. The decision to remove the black swirly lines to white blurry effect is good. One little improvement to make is for the title, rather than using black shadow, try backlit/neon effect with bright colors other than black. Then, all done already.