Visual Communication Design
Visual Communication Design
The course gives students the creative and technical knowledge and skills they need to become professionals in the product design industry. The emphasis is placed on conceptual investigation, critical thinking and a hands-on approach towards technological skills, manufacturing skills, and design management.
- Creative Director
- Advertising Art Designer
- Packaging Designer
- llustrator / Graphic Designer
- Corporate Identity Designer
- Web Designer
- Graphic Designer
Duration : 3 years
The module introduces students to the basic elements and principles of design, their use and applications in solving various design problems. Students will gain familiarization with the visual interactions between design elements through theoretical and practical implementation of design principles and explore various media, develop critical ability and also to demonstrate an understanding of design principles through a series of visual communication exercises.
Type and Layout
This module aims to analyze and explore the fundamental knowledge and principles of typography. Students will be required to research on history of type and develop understanding on aesthetic, structure typeface letterforms and managing hierarchy of information in typographic context. By understanding the principles of typography, students should have the ability to improve the meaning of a message, explore various aspects of digital typography, express and communicate idea to improve the quality of design thought.
This module will introduce students to develop their conceptual skills utilize thro’ advanced vector-based / digital illustration techniques such as; gradient meshes, blends, filters, custom brushes, symbols and masks. Concentrating on digital illustration, this module encourages students to experiment through drawing skills combined with computer illustration software to produce a dynamic body of work / vector graphics to create designs that clearly communicate ideas and information within Visual Communication and commercial context.
The module aims is to provide students on the foundations of digital photography. Throughout these topics, students will be taught the importance of photography as an important visual element of communication as a medium of expression. This module will also encompass; photographic vocabulary, framing, composition, “rule of thirds”, lighting, texture, pattern, lines, depth of field, perspective, space and color. Students will be expected to demonstrate an ability to use the digital media and tools competency in their final photographic project.
The module introduces the students the importance of creativity & problem solving in visual communication. Students will learn the necessary knowledge on how to integrate creative-problem-solving methods into the design process in order to generate effective design solution. Through key topics such as “Problem Defining” and “Idea Generation”, which includes various creativity techniques, the module will help students to approach design problem from fresh perspectives with the aim of increasing the quantity of fresh ideas. The essence of the module is to provide guidance to students on the creativity process of developing thinking patterns that foster creativity.
This module aims to provide students with a range of fundamental of analytical and observational drawing techniques to develop conceptual drawing skills for visualization. The course will introduce principles of drawing technique and personal interpretations in drawing as well as examining line, tonal value, volume, spatial relationships and composition, form, texture, perspective and basic human anatomy. This will allow students to develop confidence in their visualization drawing skills as a means of visual communication.
Digital Image Processing
This module will introduce the fundamental aspects of image enhancement and manipulation with the use of imaging software such as Adobe Photoshop. Students will improve their visualizing technique and produce complex digital images, exploring technical and aesthetic aspects of the image manipulation processes such as digital image creation with an emphasis on photo-illustration, and hybrid illustration techniques, image capture, compositing, retouching, stylistic treatments, shading, and simulated three-dimensional imagery aspects of the manipulation processes most widely used in the visual communication industry.
This course aims to develop skills in creating 3D models, illuminating the scene, materials, creation, texturing, effects, creating camera controls and basic rendering. Students will learn advanced computer modeling skills using Maya software system and the practical component of the course will take the student through the steps and techniques required to create realistic 3D objects.
Bachelor of Fashion Design (Honours)
Duration : 1 year
History of Visual Communication
This module introduce students to the foundation of design history which encompasses the study, classification, and analysis of the key art movements in the early, late, and post modernism period. Student will gain familiarization with the historical background and signature visual style of some of the most influential art movements in visual communication such as Art Nouveau, Bauhaus, Art Deco, Swiss Style, Pop Art, etc.
Academic Research and Communication Skills
This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills. Students learn to locate, understand and critically evaluate information from books, journals, the Internet and primary sources in order to do effective research. Using these sources of information, students then produce an extended piece of analytical writing and give oral presentations to their peers. Skills in doing primary research (i.e. conducting focus groups and surveys), accessing and evaluating information, paraphrasing, using established referencing systems, applying the principles of effective communication and the professional presentation of documents are all covered during the module.
This module will provide the students the opportunity to learn the anatomy of the page; fundamental layout principles, grids system and guides lines for placing elements within a design. Students will also learn the process of a page composition by placing and arranging text and graphic within a design and how these elements are positioned, both in relation to another within the overall design will affect the content to be viewed by the intended audience.
Print Media and Production
The aim of this module is to provide students the fundamental knowledge of pre-press workflow, printing processes and finishing techniques in print production. The course covers preparation of digital files for output and reproduction, colour management, colour separations, colour proofing, selection of paper materials, various printing methods and processes, production cost and other design considerations. Upon completion, students should be able to effectively prepare F.A. files and select appropriate production output methods for different design solutions.
Advertising Design 1
This module aims to introduce the basic principles and practice of advertising, familiar with the terminology used in advertising industries, and the functions of advertising in society. This module will examine various aspects of advertising, and its trends within societies; consumer behaviour, the creative process and the value of combining the coordinating of the various marketing communication tools to create maximum clarity.
Semiotics & Mark Making
The module provides students with an opportunity to develop a solid foundation in mark design. With emphasis on meaningful communication, students will be guided to explore semiotic studies and creative application of mark making techniques in areas of visual communication such as interface graphics, signage system, and visual identity. The guidance will take the form of lectures, demonstrations, practicals, and critique sessions. The components of the module include semiotics in mark making, visual simplification and abstraction, pictogram and ideogram, signage system design, logo design approach in visual identity, etc.
Semiotics & Image Making
The module provides students with an opportunity to gain better understanding and familiarization with semiotic studies in the context of visual communication. In the module, students will be guided to explore both the perception and cognition aspects of meaning-making during the visual generation process. The guidance will take the form of lectures, demonstrations, practicals, and critique sessions. The components of the module include the nature of images, the spectrum of visual representation, visual stylization in meaningful communication, media and visual generation methods, etc.
Web Design 1
This module aims to introduce the basics principles of Web Design. The Students will be provided with the necessary knowledge and skills through practical exercises, lectures, demonstrations and examples. This module will also enable students to explore the process of Web Design from drafts to uploading of finalized design to the server (FTP). It will also encompass the implementation of the interface design to HTML, CSS and web standard. Upon completion of this module student will be able to understand and develop a Web Design Project.
Visual Identity Design
The module introduces the students to the function of visual identity system as part of the brand image development. Students will learn the basic approaches and essential knowledge of creating effective visual identity system, which contributes to generating and sustaining positive brand image. Students will also examine the relationship between visual identity system and the strategic brand development by means of research, study and analysis, which will culminate in the form of a brand manual.
This module aims to provide students the principle of packaging design and focuses on design phases from design concepts to three-dimensional forms. Students will explore on packaging design development processes, functions, materials, structures, production, printing methods and presentation purposes as well as economic, environmental and sustainability issues associating with packaging design. They will learn how to use principle and elements of designs, choice of materials and printing options to create packages that stand out as effective marketing tools.
The module provides further theoretical and practical experiences that build upon knowledge gained from Typography 1. In addition to in-depth exploration of the aesthetic and practical aspects of typography, students are encouraged to adopt unconventional typographic approaches such as type image in the design process. The essence of the module is to develop students’ skills in applying typography to design on a conceptual level with emphasis on creative personal expression.
Advertising Design 2
Building on the foundation of Advertising Design 1, the module enables students to gain further familiarization with the standard design practices and workflow in the advertising industry. With emphasis on the creative process, students will be guided to acquire advanced skills to develop effective advertising campaign design integrating multiple media channels. The guidance will take the form of lectures, tutorials, practicals, and critique sessions. The components of the module include campaign idea strategy, campaign tagline, executional idea generation, advanced art direction and design execution, integrated campaign development, etc.
This module investigates design communication for professional publications and magazines design, with an emphasis placed on developing creative concepts for defined target audiences. Students will learn to work in a team to define style guides, create mastheads, generate content and maintain consistency throughout a major publication project. In this module, students will continue to build upon the knowledge and skills they gained in Fundamentals of Page Layout, Advanced Layout and Production, and Graphic Print Production.
Motion Graphic and Effect 1
The module provides participants with the knowledge and skills to create compelling, functional, engaging interactive and digital media design. Students will work on a variety of digital elements, including photography, illustrations, text, music, sound effects, animation and video creatively and explore technical possibilities with various Multimedia Authoring Softwares. This module will also enable the students to develop design thinking skill, user interaction experience and critical sensibility with emphasis on the roles and responsibilities of a graphic designer in this ever-changing industry.
This module aims to provide students the opportunity to conduct an intensive investigation of their design projects in order to develop a personal portfolio, which can reflect their competency in visual communication. This module will emphasize on the review and revision of assignments, creative self- assessment, portfolio preparation, resumes writing, and presentation skills for job interview. At the end of the module, students will acquire the necessary design training and practice to present themselves professionally for job employment opportunities.
Design Studio 1
This module aims to provide students with a practical platform to experience the pace and demand of an actual graphic design studio. Students will produce comprehensive design project by strictly follow the standard professional practice which includes design process such as research, analysis, project planning, brief generation, concept development, presentation, execution and implementation.
The emphasis of the module is on fulfilling the brief requirement as well as developing relevant creative design solution to engage an intended user / viewer / audience during the design process on a given project specifications and each stage of the design approval by the lecturer within a projected timeline.
This module aims to provide students with the opportunity to gain real-world industry experiences and professional practices in their chosen discipline. It allows students to establish connections, develop useful contacts, and gain industrial skills and an overall perspective of the discipline. The industrial attachment is intended to enhance students’ educational experience and prepare them for their careers.
Design Studio 2
This module aims to provide students with a practical platform to experience the pace and demand of an actual graphic design studio. Students will produce comprehensive design project by strictly follow the standard professional practice which includes design process such as research, analysis, project planning, brief generation, concept development, presentation, execution and implementation. The emphasis of the module is on fulfilling the brief requirement as well as developing relevant creative design solution to engage an intended user / viewer / audience during the design process on a given project specifications and each stage of the design approval by the lecturer within a projected timeline.
The module is to provide students the opportunity to develop a project of their choice from concept to print production under the tutorial guidance from lecturer. The project development will be carried out following the professional design working process which includes research, analysis, project planning, brief generation, ideation, design development, execution and implementation, etc. Students are required to manage the project independently with a professional and responsible manner. In addition, students are strongly encouraged to apply the knowledge and experience acquired from all previous modules.
Bachelor of Fashion Design (Honours)
Duration : 1 year
Screenplay and Storyboarding
This subject will introduce students to the fundamental principles of creating motion graphics such as: music videos, television commercials, opening/closing credits and internet video, animations and short films, utilising and integrating a range of desktop platforms such as Adobe After Effects, Premier. Beginning with storyboard techniques students will progress to more innovative and experimental multimedia styles.
Multimedia Digital Authoring
This module aims to teach students the basics of the authoring process involved in the creation of a multimedia event from audience definition and concept to scripting and flowcharting and finally production.
Graphic Design and Society
The aim of Graphic Design and Society is to involve students in examining the role of graphic design in society whilst exploring the potential of using visual communication skills to make a positive and relevant contribution to our day-to-day lives.
Law for the Creative Industries
The aim of this subject is to examine the legal environment in which local and international contemporary design oriented professionals operate. It is designed to equip students with knowledge of the basic legal principles, and more generally common law systems. The module focuses on contract law and dispute resolution, duty and standard of care, tort and negligence, copyright, and personal indemnity insurance.
20th Century Design & Culture
This subject explores the impact of new materials and production processes combined with the changes in industry and society that have impacted on designers in the 20th century. Students will explore the history of the development of modern design within its international cultural and economic context. The impact of the global environment, mass manufacturing companies and new technologies on design will be examined.
In Motion Graphics students will develop their motion graphic making skill set and techniques. This subject will require students to approach motion video with a greater level of experimentation and conceptual development. Briefs will extend the creative generation of scripted footage and more ambitious production standards including the use of digital video capture and 3D motion graphic.
Environmental Graphic Design
The project covers all phases of a design project from inspiration, through conceptualization to production. Students will learn the basic approaches and essential knowledge of creating effective visual identity system, which contributes to generating and sustaining positive brand image. Students will also examine the relationship between visual identity system and the strategic brand development by means of research, study and analysis, which will culminate in the form of a brand manual.
UI / UX Design
Students will gain an understanding of the critical importance of user interface and user experience design. Students will also learn industry-standard methods for how to approach the design of a user interface and key theories and frameworks that underlie the design of most interfaces we use today.
This module covers topics which include project management processes, tools of project management, project resources management, roles and responsibilities of the project manager, project risk assessment, project scheduling, cost estimation and performance analysis, and budgeting.
The aim of this subject is to give students an awareness of the importance of designing for sustainability in addition to providing a valuable knowledge of current sustainable technologies, materials, design innovation and practitioners.
Entrepreneurship and New Business Development
This module is designed to provide students the theoretical concepts and practical tools for entrepreneurship and new business development. It aims to encourage students’ interest in starting own firm, and also to provide the skills and knowledge in managing, influencing and stimulating entrepreneurial activities. Students will engage in the entrepreneurial process, from the idea generation stage to the collection of information, further refinement of the original idea to produce business plan and idea pitching. Student will develop competencies, techniques, and skills about entrepreneurship, set within a reflective and critical approach to study business development in the modern economy.
This module introduces students to the field of advertising design studies. Students will be exposed to the different theories, design and principles of advertising, the techniques and approaches practiced by advertising agencies also and the practical skills required while planning and developing a successful advertising campaign. Students will explore media across a range of both print and digital. Students are encouraged to challenge and explore the possibilities on the relationship among “big Idea”, “media” and “target audience” by emphasizing on the creative aspects of advertising.
This module provides students with the opportunity to experience significant time working in a professional design studio/ workplace. Students will contribute to the studio production at their level and establish working relationships with professional designers and potential employers as well as gaining a working knowledge of the practice of design and production. Students will negotiate a learning contract with their placement supervisor and subject coordinator.
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