Credit Points: 15
Study Time: 150 Hours

This unit will build on the skills and techniques acquired in the Autumn Term unit (3 October - 9 December 2011) Introduction to Visual Communication. It will incorporate knowledge of key concepts and contexts acquired in second Autumn Term unit Visual Communication: Context and Theory in order for you to develop your intellectual enquiry, visual thinking and problem solving skills within visual communication.

You will be encouraged to generate and document a range of concepts and ideas generation using lateral and visual thinking techniques and strategies. You will be expected to collect and use primary and secondary research from a wide variety of sources. You will develop your ability to analyse information, to experiment with visual interpretations to communicate imaginative ideas, and to consider cultural and ethical issues when arriving at visual communication solutions. You will also be encouraged to produce individual and personal responses to contemporary design problems in order to develop your professional understanding and self-reflection skills. Peer and self-evaluation and group critiques will help you to make critical judgements of your own design proposals, and the work of others. You will develop your understanding of the client designer relationship by working to a specific brief.

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

• Practical projects which provide you with the opportunity to strive for informed original ideas.
• Research and analysis methodologies: visual and contextual.
• Interpretation of research and development of ideas.
• Ideas generation – metaphor, irony, visual puns, purpose, abstraction.
• Development of design methodologies and working practices.
• Development of typographic and image hierarchies and visual semiotics/semantics to convey meaning.
• Consideration of cultural and ethical issues in relation to visual communication.
• Image generation: experimenting, visualising, recording using a wide range of media.
• Semiotics visual literacy, visual rhetoric.

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

Aims

A1 To employ a range of strategies for initiating, developing and communicating ideas in order to develop visual thinking.
A2 To engage in critical debate and discussion, individually and in a team situation in order to evaluate the effectiveness of ideas and design solutions.
A3 To enhance your ability to produce interpretive creative solutions to visual design problems using a range of media.

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

LO1 Demonstrate your ability to practice and apply a range of processes and strategies for initiating and developing creative design solutions.
LO2 Evaluate and reflect on your own ideas and concepts and the work of others.
LO3 Effectively communicate meaningful and imaginative ideas that address contemporary design problems.

Reference Material

Key
Crow, D. (2003). Visible signs: an introduction to semiotics for art and design students. Worthing: AVA
Kress, G. & van Leeuwen, T. (1996). Reading images: the grammar of visual design. London: Routledge
Noble, I. (2003). Picture perfect: new fusions in illustration and image making. London: RotoVision

Recommended
De Bono, E. (1990). Lateral thinking: a textbook of creativity. London: Penguin
Carson, D. (1999). Fotografiks. London: Laurence King
Fletcher, A. (2001). The art of looking sideways. London: Phaidon
Heath, C. et al (eds.) (2003). What is Drawing?. Black Dog
Heller, S and Marshal, A. (2000). The education of an illustrator. New York: Allworth Press
Hyland, A. and Bell, R. (2003). Hand to eye: contemporary illustration. London: Laurence King
Noble, I. And Bestley, R. (2002). Up Against the wall: international poster design. London: RotoVision
Johnson, M (2002). Problem solved: a primer in design and education. London: Phaidon

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