FUNDAMENTALS OF DESIGN
This module will introduce students to the fundamental principles and historical evolution of visual communications.
Students will be encouraged to experiment with the basic structural elements of graphic design such as point, line, plane, texture, colour and type, and to compose them based on principles such as scale, position, contrast, rhythm, balance, direction, movement, repetition and modularity.
Through observation, research and experimentation, students will learn to identify the formal, conceptual and historical features that have defined some of the most influential art and design movements.
This module will introduce students to the fundamental principles of expressive visual narratives. Through the use of design semiotics and suggestive devices such as metaphor, juxtaposition, hyperbole, foreshadowing, allegory, simile, sarcasm and irony, students will learn how to engage a specific audience through effective storytelling.
Students will be encouraged to apply the principles of targeted storytelling to the development of a variety of design applications such as brand visual communication and systems, publishing or entertainment.
Through observation, research, user testing and iteration, students will learn how to formulate powerful narratives that inform, persuade, educate and entertain.
In this module, students will further incorporate the use of industry-related digital applications to their skillset.
This module is made up of two projects. This projects also recognise, compare and apply the knowledge acquired during the term (visual communication design process that has been introduced in module GRA41, and use of design applications introduced in GRA42)
- Visual language
- Creating memorable and effective communication
- Generating, testing and evaluating ideas
- Cultural influences and trends
- Conceptual thinking and problem solving
- Questions around identity, values, class, race, geopolitics, globalisation, sustainability, technology, materials and creativity included in the respective units.
Additionally, this module will further immerse students into the practical management of multidisciplinary design projects. Students will get introduces to the soft skills such as communicative clarity, self-confidence, respect, empathy and active listening that will allow them to better integrate their unique talents and perspectives into a collaborative working environment. Furthermore, students will gain a better understanding of their role within a professional team. Working in a team environment and interlacing skills from their specialities will give the students the capability of managing a team and delegating tasks and roles within a group.
Knowledge, subject skills and understanding are progressively and cumulatively acquired, refined and consolidated, demonstrated by application within projects. The combined uses of these skills are meant to produce a creative solution to a specific design challenge and equip the student with resources to accomplish a professionally presented project.
FINAL PROJECT I
In the Final Project I you will be asked to communicate ideas and concepts using the appropriate knowledge and skills for each part of the design phases, practice presentational skills and create concepts that relate to specific design directions.
The range of projects included in this module cover different areas as:
- Research, analysis and explanations in essays over theoretical matters.
- Production of layout systems for publishing.
- Iconographic, symbolism and concept work over creative ideas.
- Graphic composition and advertising models.
- Visual identity and communication.
- Art conceptualization over the design practice.
- Graphic production for promotions and campaigns.
In this module, students will further explore production techniques, all while delving deeper into the ethical dimension of the design practice and its role in shaping our culture.