Western Cape Education Department

Directorate: Curriculum FET

DESIGN
REVISION BOOKLET
2022 TERM 1

Grade 10

This revision program is designed to assist you in revising the

critical content and skills that you have covered during the 1st
term. The purpose is to prepare you to understand the key
concepts and to provide you with an opportunity to establish
the required standard and the application of the knowledge
necessary to succeed in the examination.

The revision program covers the following topics:

• Topic 3: Design Literacy
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CONTENT

Page
1. Introduction 3
2. Design Literacy 3
2.1 What is Design and its purpose? 3
2.2 What are the categories in Design? 5
2.3 Why Gestalt is cool? 9
2.4 Unpacking the Elements of Design. 12
2.5 Unpacking the Principles of Design 18
3. Practice Questions 21
3.1 Opportunity to practice test questions. 21
4. Conclusion 21

Did you know?

The name of Adidas is
derived from the co-founder,
Adolf Dassler. Three stripes of
the logo symbolize a
mountain, which in turn
represents the obstacles,
challenges and limits that
athletes have to overcome.
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1. INTRODUCTION

Have you ever taken a moment to think about how much design impacts your daily
life? Just for a moment, close your eyes for and think of all the objects you touched
from when you woke up this morning and climbed out of bed until now when you’re
reading this booklet. How many objects were designed by somebody that made your
life easier? Now imagine there was no bed, no toothbrush, no spoon for your
breakfast, no clothes to wear… Life would be a lot more challenging without
designers!

By taking Design as a subject this year, you have entered the world of people who
can make an influence on those around you.

In this document we will help you revise your theory content from Term 1.

This includes:
Topic 3: Design theory- Basic knowledge of the theory and the terminology that
underpins and describes design in both theory and practice.

It will also teach you to LOOK and SEE the unexpected and in the process increase
your visual literacy skills. You will use these skills every year in design and need them in
Grade 12 to succeed in practical and theory.

Keep an eye out for the green letters in the document. If you put them
together on the last page in order, you’ll discover the secret to getting an
“A” in Design theory.

2. DESIGN LITERACY

2.1 What is Design and its purpose?

How would you describe Design? In this space below, write your own definition.

Design covers a wide area of influence. Did you think of the following in your
answer?
➢ To create a detailed plan of a structure like a building that focuses on the
appearance and function of final design.
➢ To make something you have planned in a skilful way.
➢ To invent something for a particular purpose.
➢ A drawing to illustrate how a product should be made or to indicate function.
➢ To communicate and make information accessible to others.
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We could summarise the purpose of design into the following:
➢ To develop a product that protects mankind.
➢ To create an awareness campaign that communicates a social or
environmental issue.
➢ Design adds structure to our lives.
➢ Provides a service or system to make life easier.
➢ It also provides us with entertainment.
➢ Design gives us comfort like a bed.

Look at the following examples of the purpose of design:

Design protects us from To create an

the rain. awareness
campaign that
teaches the
public about the
dangers of drugs.

Can you guess the purpose of the last image?

A house adds structure to our lives, but __________________________________

it can also protect us.

Remember a Design is always functional! Keep asking yourself: What is the

purpose of this design?

Did you know?

This legendary logo was
created by the inspiration of
an image. The company’s
founders wanted to capture
the history of seafaring and
sea trade in 1971, and a
logo of mermaid was then
designed by Terry Heckler
after searched through
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2.2 What are the categories in design?

During this term you were taught that Design is all around us. Basically, every man-made item
has been designed.
Design is divided into the four main categories:

o Information/ Visual communication design (2D)

o Product Design (3D)
o Surface Design (2D)
o Environmental design (3D)

Let’s look at each of these in a little more detail. Remember you want to determine what
category a design fits into.

VISUAL COMMUNICATION DESIGN

Visual Communication refers to the ability to communicate with images/pictures. To
supply information with images/pictures. This can include information design where it is
used to explain complex information quickly and clearly e.g., signs, maps, posters.
Two-dimensional
Some examples of industry careers:
advertising design animation digital design

graphic design Brand communication Illustration

design

information design packaging design Awareness campaign

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PRODUCT DESIGN
From idea to the development of a concept, usually followed by the testing and
manufacturing and finally the introduction of a product. Product is always
functional.

Three-dimensional
It includes industries and applications such as:

basketry jewelry design fashion and costume

design

ceramics industrial design

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SURFACE DESIGN
Refers to the treatment, transformation, or decoration of usually 2D surfaces.
3D surfaces can also be transformed or decorated. Surface design then refers
to the surface treatment or decoration of that 3D object.

Two-dimensional
Includes industries such as:
embroidery beadwork mural design

textile design weaving wallpaper

graffiti mosaic
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ENVIRONMENTAL DESIGN
Refers to all design sectors responsible for creating the area or surroundings in which
we exist and live.
It includes industries like architectural design, urban and landscape design, theater
and set design.
3-Dimensional
It can also include:

Display area exhibition design interior design

architecture Theatre and set design

Can you determine the Design Category of the following images? Give a reason for
your answer.
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2.3 Why Gestalt is cool?

Look at this image a moment. What do you see? If you

focus on the black area, you’ll see the men’s’ legs. If you
focus on the white area, you’ll see the female legs in
high heels. Your brain is so fascinated by this kind of
imagery that it comes up with a solution to what it sees.
We call this visual manipulation technique, Gestalt
principles of perception. Now imagine being a designer
and planning to visually manipulate the viewer to
respond in a certain way? That is what makes Gestalt
cool!

Let us look at different examples of how the individual principals of design work.

Closure

Unity through imagination. Your mind will read the

word “Height” because it completes the letter “H”
even though it isn’t there. Closure uses imagination
to visually complete the image.

Proximity

Unity through closeness. By placing the stars close to

one another, this logo symbolises the closeness of
the soccer “stars” in the league.

Similarity
Unity through grouping of similar shapes. Look at this
logo for Baskin Robbins. Do you see the BR? Look
again… it’s just shapes not really a B and R. Your
mind reads it as a B and R because of the similarity
of the shapes.
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Figure and Ground

Unity through relationship of figure and ground. Look
at the Peter and the Wolf poster. When you look at
the dark brown you will see the wolf and when you
look at the white area you will see Peter. The mind
reads the two visuals together and connects it to the
poster.

Anomaly

Unity through difference. This design shows many

holes, but one hole has become an apple. Our mind
notices the apple immediately because it is
different.

Continuation

Unity through moving the eye from one part through

another. Continuation occurs in this advert for Alice
in wonderland by seeing how the character Alice
replaces the words of the background. Your eye
moves through the text to the white curtain she
holds.
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Imagine you became a famous fashion designer, and you were asked for a distinct
clothing label that represented you. See if you can come up with 6 different ideas
using your name and surname. Using ONLY Blue pen and ONE other colour.

Did you know?

The designer claimed that
the logo of the bitten apple
represented the personal
computer providing
individuals with access to
knowledge. It was a happy
incident that ‘byte’ is a
computer term and there’s
no truth to ‘biting from the
fruit of knowledge’.
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2.4 Unpacking the Elements of Design

By now you should know the art elements (line, shape/form, tone, texture, and
colour) and design principles (proportion, balance, contrast and variety,
emphasis, rhythm and movement, scale, unity).
• A little metaphor to remember:
o Elements of Art – the ingredients of your design
o Principles of Art/Design – the recipe of your design (how to put it
together)
• It is important that you can recognize the element and/or principle asked
in a design example and can explain and substantiated the use of the
element and/or principle.

To become fluent in reading this visual language, you need to:

LOOK & DESCRIBE

Here is a writing technique you could use to write about the elements and
principles of design:

1) Firstly, read the question and identify

the element/ principle you are
required to discuss. E.g., line
2) Look at the image and identify where
you see the most obvious examples
of this element/ principle of design.
Think of descriptive words that you
could use.
3) Now explain using these descriptive
words HOW this element/principle is
working in the design to make it
visually interesting.
E.g., Thin black lines radiating
(circular) lines around the circle
shape in the middle draw our eyes to
look at the pale circular shape.

Practice writing this way when answering each question.

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1. Line
You have seen how there are many descriptive words for line. Look at this image
below. How would you describe the use of line in this image?

Remember: Describe the element, tell the reader where you see the element,
explain how the element adds value to the image. Write all of this in a full
sentence and you will get a mark. If the question asks you to discuss line for 2
marks, then you will discuss TWO different aspects to line in that image.

Now it’s your chance to practice:

Answer the following questions:

1) Discuss “line” in this design by referring to TWO different kinds of /2

line used in this image

2) Can you explain why the choice of imagery was so relevant in /2

this design?
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2. Shape & Form

&
When discussing shape (2- dimensional) one
can speak about:

• Positive shapes - the actual positive image on

which the eye first focuses on.
• Negative shapes- these are the spaces or
shapes in-between the positive shapes
• Organic shapes- these are natural and
curvilinear they look relaxed
• Geometric shapes- these are man-made and
rectilinear they look formal

Can you identify the positive

and negative shape in this
poster for Snow White?

When discussing form (3-

dimensional) one can speak about:

• The 3- dimensional object/

mass you see in the image.
• The surrounding space is the
negative form. Look at the shape of
the work – does it penetrate space
or is it a closed form?

Describe the similarity in form

between the robot and
coffin?
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3. Colour

You have encountered many different terms that

relate to describing colour this term. Remember
that colour in a design has the ability to visually
make you FEEL something. Look at this image. If
everything was yellow, would it have the same
impact as the red show us just how hot this tabasco
sauce is.

Identify the complimentary colour

relationship seen in this image
and where you see it.

4. Tonal value

Tonal value refers to the different levels of light and dark that you can see in an
image. With a greater contrast you will see a focal point in a design.

Can you see how all the

dark hands around this
image draws your eye
to the white nappy and
lack of a leg.
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5. Texture

When discussing texture in a design, imagine that you could touch the surface.
How would you imagine it feels?

Look at some of these terms. Which words

would best describe the texture in this advert?

Coarse fine
flat furry
wet hairy
leathery
prickly rough
sandy
velvety
soft sticky
tacky thick
uneven gooey
granular gritty shiny

smooth bumpy

Did you know?

You might think that the Beats
logo is simple with a lower case
‘b’ comprised of a big red circle.
Yet, there is more than meets the
eye. The ‘b’ letterform represents
a human’s head and it abstracts
a person wearing headphones.
Also, the red colour in beats logo
reflects energy, excitement and
passion.
 17
Now let’s see if you can see the elements of design in this advert. Read the
descriptive words listed and write the element of design that the arrows point
towards:

What message
does this
(Light and shadows on advert convey
hand) about Big Ricks
BBQ Sauce?

(Spiky, soft grass)

(3-dimensional, fat cow)

(Thin, curved,
descriptive)
(Bold red seen in
tomatoes and, cow
and sauce)

How does the use of colour in this

poster for PEPSI explain the phrase
“We wish you a scary Halloween”?
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2.5 Unpacking the Principles of Design
As mentioned earlier, the Elements of Design/Art make up the ingredients where the
principles make up the recipe. The key to recognising the principle of design is to
recognise which elements are at work.

Now to write on a principle you will:

1) Firstly, read the question and identify

the principle you are required to
discuss. E.g., movement
2) Look at the image and identify
where you see the most obvious
examples of this principle of design.
Think of descriptive words that you
could use.
3) Now explain using these descriptive
words HOW this principle exists in the
design to make it visually interesting.
E.g., The repetitive, thin lines create
movement by drawing our eyes to
move around the central shape
continuously.

Write all of this in a full sentence and you will get a mark. If the question asks you to
discuss balance for 2 marks, then you will discuss TWO different aspects to balance
in that image.

Let’s revise the Principles of Design.

Balance What do we call the
balance used in this
design?

Asymmetrical Balance Symmetrical

– The shape of the Balance –
leaf on the left-hand The large and
side of an imaginary small shaped
line is larger and more leaf on the left
solid than the small appear similar
leaf on the right-hand to the leaves
side resulting in on the right
Asymmetrical hand side of a
balance. central line
resulting in
symmetrical
balance.
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Contrast How has McDonalds

created contrast in this
design?

To create contrast, one needs opposites

lying next to one another in a design.
E.g., Smooth next to rough or colourful
next to black and white.

Rhythm/ How has the designer

Movement created rhythm in this
design?

The repetition of an element creates the

illusion of movement in the design.
These leaves look as though they have
blown off together.

Focal Identify the element of

point/ design used to create
Emphasis emphasis in this design.

The area of a design that your eye is

drawn to first is the focal point. Emphasis
can be created by changing a colour/
shape/ texture/ size compared to the
rest of the design.
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Unity/ How has this designer

Harmony achieved unity in this store
window display?

Unity/ Harmony could be achieved by

the repetition or overlapping of certain
elements. Unity is when all the parts of a
design look as though they belong
together.

Proportion/
scale

Proportional relationships exists when

different aspects of the design are
larger than others in size or vary in
colour/ texture/ light etc.

Pattern

The repetition of a group of shapes

or motifs in an arrangement.

Did you know?

The Toblerone logo features a
mountain with a hidden bear
in the middle, styling the
unique honey flavour present
in the chocolate and the fact
that they’re made in the ‘City
of Bears’.
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3. PRACTICE QUESTIONS:

3.1 Opportunity to practice test questions.

Here are a few questions in which you can practice your visual literacy writing. Write
your answers out as its through writing that you will improve.

Write all the answers in the following questions in full sentances.

1. Study the following designs of cakes and answer the questions that
follow on the elements and principles of design.

Figure 1A Figure 1B

1.1 Discuss how the designer has used contrast in Figure 1A. 2

1.2 Compare the use of “balance” in Figure 1A and Figure 1B. 4

1.3 Explain how the designer has used colour and form to make Figure 2
1B an interesting design.

1.4 Critically analyse how the designers have included the gender of
their client in mind when creating both cakes. Figure 1A and Figure
1B.
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2.
Write a paragraph in which you analyse the advertisement in Figure 6
2 by discussing the following:
• Use of form in the imagery
• Focal point
• Message conveyed by imagery
• Is the advertisement successful or not?

You are
what you
eat.

4. CONCLUSION:

As your eyes have been opened to the world around you and you begin to LOOK
and SEE, you will find that your visual literacy skills keep on improving. This is a vital skill
to thrive in both theory and practical throughout your Design school journey.

Did you discover the secret to getting an “A” in Design theory? (Fill in the green
letters and you’ll have your answer.

E_ _ _ _ _ _ _ _ _ _ unit_ you _ _ _ , _ _ _ _ _ _ _ _ Desi_ _ _ _ _ era_ _ . _ _ _ _ for the

e_ _ _ _ _ _s and _ _ _ _ _ _ _ _ _ of _ _ _ _ _ _ in the _ _ _ _ _ around _ _ _. _ _ _ _
practice _ _ _ _ _ _g _ _ the lan_ _ _ g_ _f _ _ _ _ _ _, how _ _ _ _ _ _ld _ _ _ _ _ _
b_ wha_ _ _ _ _ _ _.

You’re one step closer to that A in matric.