Course Details

1. Identify the mechanisms of the creative process and employ these within the realm of visual communication.
2. Define and apply the influencing parameters in relation to word and image.
3. Apply the appropriate contemporary visual language for advertising within the defined project brief.
4. Demonstrate the capacity of analysing the means of expressing persuasive message through a variety of media.
5. Produce a body of work that demonstrates an aptitude to convey creative problem solving concepts in an appropriate manner.
6. Illustrate, through the final work the ability to persuade, convince and identify a specific target audience without sacrificing quality in design and visual impact.

Visual Language. Students are introduced to the term visual language and how this is used metaphorically and literally in graphic design. Through associations, exercises and examination of the contemporary visual scene, students are initiated into the ‘language’ of design. 

Visual Experimentation. Analysis and practical implementation of the Design Principles. The importance of creative freedom, experimentation involved in the invention of a fresh and personal ‘visual language’. How do various design techniques and mediums are used in graphic design applications.

The Creative Process. Identifying and applying the creative process as a vital element for creative experimentation: brainstorming, research, visual experimentation (the sketchbook being an important tool), experimentation with various mediums, design implementation and final work edit.

Visual Communication. Understanding the process via which images can become carriers of message. Identifying, creating and appropriating various methods of handling complex visual material in order to communicate an idea. Identify how the combination of image and text are used as a communication tool. Introduction to the concept: the idea as a building block of graphic design and an important basis for communication.

Design in Context: design and brief. The analysis of the Project Brief as part of the cognitive, conceptual and application process.

The Poster. Identify and analyse the poster format as a communication tool. Historical examination of the format and discussion of contemporary posters. Designing a poster: hierarchy of information / issues of layout / image / composition / visual elements / visual impact

• Graphic Communication. John Twyford. B.T. Batsford Ltd.
• Design for the Real World: Human Ecology and Social Change. Victor Papanek. Academy Chicago Publishers.
• Graphic Design For The 21st Century: 100 Of The Worlds Best Graphic Designers. Charlotte Fiell, Peter Fiell. Taschen
• Illustration Now. Taschen.
• New Masters of Poster Design: Poster Design for the Next Century. John Foster. Rockport Publishers.
• Area. Phaidon Press.
• The Advertising Concept Book. Pete Barry. Thames & Hudson.
• 1,000 Type Treatments. Wilson Harvey. Rockport Publishers.
• Layout Workbook. Kristin Cullen. Rockport Publishers.

• An extensive list of visual references is available to the students on the e-learning site of the course. These include contemporary graphic design publications, visual work, commercial applications, a comprehensive film list, magazine list, and PowerPoin