Department of Marketing Management

Faculty of Management Studies

Rajarata University of Sri Lanka

Student Name:
W.P.K. Sathsarani

Student ID:
2021/MM/326

Design Essentials
ITM 1233

Assignment 1 : Simple Design

Lecturer Name : Mr. Pramudith Kandambi

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• Massage that communicates in this picture

This is a picture of mummy bear and her cubs. We can see not only humans but
animal also need love, protection and caring

• Elements that have use in this picture

Space – in here positive and negative space are have
Line - this picture shows the implied line around the bear family
Form – this picture shows 3D in bear family
Color – Dark color are used

• Principles that have use in this picture

Contrast – color contrast is high in hear
Color – the background has been darken and some light has been given to the
bear family
Depth - shadows and 3D effect use to communicate depth in here
Balance – bear family balanced in this picture
Proximity – mummy bear and cubs look like a unified group
Figure ground - The figure is the main focus of the design (Bear family). the
ground is anything besides the main focus like background.
Similarity – mummy bear and her cubs are same group