Credit Points: 30
Study Time: 300 Hours

This unit will introduce you to the concepts and principles associated with the range of disciplines that form contemporary visual communication. This diverse programme of study will be underpinned by Introduction to Visual Communication: Context and Theory, which will introduce you to the key academic, historical and contemporary issues that affect visual communication.

Through practical projects you will explore the key themes of visual communication. You will experiment with a range of processes, methods and practices in order to develop visual literacy and communication skills, through the integration of drawing, mark making, print and digital processes relevant to visual communication.

Outline Syllabus
An indicative guide to the content covered by this unit. 

This introductory unit will explore the principles of visual communication through practical projects either individually or in a team.

• The use of images to convey meaning: visual rhetoric/metaphor, using various methods, such as drawing and visualisation and a range of media processes.
• Image capture and manipulation using digital processes such as photography and illustration.
• Exploration of connections between design practice and theory.
• Design principles: composition, colour, typography, aesthetics and semiotics.
• Image as information and image as concept.
• Communication through typography within an historical and contemporary framework: classification and characteristics of type and characteristics of letterform.
• Text as expressive typographic form.
• Practical and technical skills that combine the traditions of the past and contemporary practice. 
• The development of digital skills in order to realise creative design solutions. 
• Introduction to copyright and the ethical use of downloadable material. 
• Principles of communication: verbal, visual and written. 
• Research and analysis: relationship of theory and practice which will integrate with Visual Communication: Context and Theory.
• Development of reflective practice through visual journals and sketchbooks. 

Method of Delivery
Studio based projects supported by study notes, critiques, and cooperative learning groups, lectures, seminars, tutorials and demonstrations.

Aims

A1 To acquire knowledge and understanding of a broad range of contexts and principles related visual communication.
A2 To develop the ability to explore, devise and implement the potential of traditional and digital methods and practices in order to communicate ideas.
A3 To develop research methods in order to enhance visual thinking and conceptual skills.

Learning Outcomes
On completion of this unit you will be able to

LO1 Demonstrate a broad understanding of visual communication through practical application of basic typographic principles, communicating with images and understanding the relationship between text and image.
LO2 Demonstrate the ability to apply appropriate technical and practical skills using a range of media, to produce effective design solutions.
LO3 Demonstrate the ability to communicate creative concepts and ideas relating to visual communication, through investigation, analysis, experimentation and implementation.

Reference Material

Key
Baines, P. and Haslam, A. (2002). Type and typography. London: Laurence King
Bierut, M., Drenttel, W., Heller, S. (eds.) (2002). Looking closer 4: critical writing on graphic design. New York: Allworth Press
Heller, S and Marshal, A. (2000). The education of an illustrator. New York: Allworth Press
Mau, B. (2000). Life style. London: Phaidon Press

Recommended
Association of Illustrators. (2002). Images 28. London: AOI.
Berger, J. (1972). Ways of seeing. London: Penguin
Bringhurst, R. (1996). The elements of typographic style. Vancouver: Hartley and Marks
Crow, D. (2003). Visible signs – an introduction to semiotics. AVA Publishing.
Fletcher, A. (2001). The art of looking sideways. London: Phaidon
Heller, S. and Mirko, I. (2004). Handwritten: expressive lettering in the digital age. London: Thames and Hudson Ltd
Hyland, A. (eds.) (2001). Pen and mouse: commercial art and digital illustration. London: Laurence King
Johnson, M (2002). Problem solved: a primer in design and education. London: Phaidon
Newmark, Q. (2002). What is graphic design? London: Rotovision
O'Reilly, J. (2002). No brief: graphic designers' personal projects. London: Rotovision

Magazines and Journals
Baseline // Creative Review // Graphik // Émigré // Eye Magazine