Undergraduate Degree

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DG9003

 

DG9003 Aesthetic and Creative Use of 2D Media

[Lecture and tutorial: 39 hours; Pre-requisites: NIL; Academic Unit: 3.0]

Pre-requisite

:

NIL

Academic Unit

:

3 AU

Course Description

:

Learning Objective

To deliver to students an introduction to visual literacy as a process that is driven by formal considerations. To lay a foundation for their visual perception and analysis. To enable them to become more effective visual communicators.

Content

Students study the various media used for visual communication: graphic design, typography, logos, visual identity systems, advertising design, packaging design and photojournalism. Emphasis is on the form and content of each medium. By studying the elements that contribute to the aesthetic and sensual appeal of visual images and their intended messages, students can learn to identify effective visual communication strategies.

Course Outline

S/N

Topic​

1

Effective communication using graphics as a visual language Part 1

  • An introduction to the course and its purpose

  • Consuming images around us; how we see and how they affect us

  • Objective and strategy of effective graphic design

  • Understanding the visual form – design elements:

2

Effective communication using graphics as a visual language Part 2

  • Understanding the visual form - design principles:

3

Effective communication using graphics as a visual language Part 3

  • Content – what is the message?

  • The interdependence of form and content

  • Influences on contemporary graphic design

  • Group exercise to recap effective use of graphics by analyzing design samples

4

Typography and logos as communication tools

  • Early printing and type designers

  • Type classification

  • Typefaces and sizes

  • Matching Type with message

  • Using Type creatively

  • What is a logo? What makes a good logo design? Examples of good logos.

  • Branding/ Visual or Corporate Identity System

5

Visual persuasion in advertising Part 1

  • Characteristics of visual images in advertising

  • Each student presents his/her analysis of a graphic image in class

6

Visual persuasion in advertising Part 2

  • Characteristics of visual images in advertising

  • Visual truth, visual lies

7

Visual persuasion in advertising Part 3

  • Images as implied selling proposition:

8

Packaging design - the silent salesman Part 1

  • What are the marketing tactics contemporary designers used in packaging design?

  • What is the common strategy in marketing a product?

  • How important is packaging design as a marketing instrument?

9

Packaging design – the silent salesman Part 2

  • Recap on visual stimuli and packages that sell

  • Product uniform and Effective Reading Sequences

10

Photojournalism as a communication tool

  • The power of the single image

  • How do good photographs communicate?

  • Picture editing

11

Presentation and Q & A of Group Projects – CA2

12

Review of all the communication tools learnt

Learning Outcome

The students will learn how to analyse visual images using the visual language and the many formal constituents of visual design. They also learn to apply them in their visual communication.

Student Assessment

  1. Continuous Assessment: 100% (of which at least 10% is participation)

Continuous assessment components may include:

  • Lecture-based sessions​

  • Individual and group written assignments

    Textbooks/References

    1. Students are given notes and PowerPoint slides.