Course Details

1. Recognize, analyse and research social problems in terms of their requirements, purposes, needs and their exposure through the print and digital media
2. Develop an appreciation for, and understanding of, aesthetic principles and their importance in communication design and the human environment
3. Develop the cognitive and practical skills associated with concept development, problem solving and critical thinking
4. Propose coherent visual solutions of concepts and ideas that inform and convince specific audiences, regarding real life social problems
5. Value social awareness and appraise the role and significance of design in social change

Problem identification/Problem analysis: Understand and recognize contemporary social problems that influence local and international societies. Examination and evaluation of the activities and actions taken in regards to these problems and respective reactions.

Encouraging Social Awareness: Study basic concepts of community, association and institution. Investigate social discrimination and the meaning of class. Discussions on institutions such as marriage, family, law and state. Examine and analyze various social issues such as poverty, health, war, religion, environmental change etc. Understand the perspectives of minority groups that may be facing discrimination. Create sensitivity and awareness on various social problems and understand the history, politics and complications related to these problems. Encourage empathy and sensitivity towards minority groups, and cultivate social consciousness.

Design and Society: The designer as an active member of society. Design ethics and responsibilities towards the idea and need for social change. Analyse and understand the role of design in social change. Study examples of campaigns where design has brought significant attention and awareness, and has made positive change.

Concept Methodology/Concept development: Familiarization with the basic methods of developing a concept. Understand and analyse the process necessary to translate concepts from ideas to aesthetically appealing visual results. Understanding the meaning and importance of metaphors and narratives that may engage contemporary audiences in a fresh manner. Understand the element of the unexpected, visual and linguistic replacement and punch line.

Language and text: Recognizing the importance of language and text in the achievement of a complete and functional manner. Understanding the value and usage of language games, paraphrasing and idioms in writing successful copy

Visual Interpretation/Signs Identification: The interpretation of concepts and ideas into recognisable visual elements that may be effective in specific societies. Locating and understanding these visual signs that curry social meaning and messages that may respond well with particular concepts. Understand how the implementation of socially and culturally specific aesthetic values and techniques may further aid communication.

• Design for Communication: Conceptual Graphic Design Basics. Elizabeth Resnick, Wiley; 1 edition (June 10, 2003)
• Design Issues: How Graphic Design Informs Society. DK Holland, Allworth Press; 1 edition (November 1, 2001)
• Looking Closer: Critical Writings on Graphic Design, Michael Bierut (Editor), William Drenttel (Editor), Steven Heller (Editor), Allworth Press; 1 edition (November 1, 1994)
• United Colors: The Benetton Campaighns, O Toscani, Scriptum Editions (April 30, 2002)
• Graphic Agitation 2: Social and Political Graphics in the Digital Age, Liz McQuiston, Phaidon Press (July 6, 2004)
• Graffiti World: Street Art from Five Continents, Nicholas Ganz, Harry N. Abrams; First Edition edition (October 26, 2004)

• http://good50x70.org/2011/
• http://www.banksy.co.uk/
• http://www.underconsideration.com/speakup/archives/004628.html

The taught part of the course is delivered through lectures and visual presentations and it is mainly based on extended project briefing, constant evaluation, short exercises, practical workshops, and extensive group critiques. In class discussions, inspiration methodologies, brainstorming techniques and concept development processes are initiated and encouraged. Creative use of computer design software, along with hand skill methods and mediums such as illustration, sketching, drawing, photography and styling etc. are also part of learning activities. Also presentations, briefing and related written material are available on e-learning engine.