Visual Vocabularies

Module code: GD4002
Year: 2018/9
Level: 4
Credits: 30
Pre-requisites: None
Co-requisites: None

Summary

The aim of this module is to introduce students to the fundamental principles and components of graphic design and visual communication, through a range of projects, workshops, experiments and exercises that explore the relationship between materials, methods, messages and meaning. Key areas include typography and layout, hierarchy and composition, visual thinking and visual language, process and production techniques and context. The emphasis in this module is on developing core competencies that underpin graphic design practice

Aims

To introduce students to the fundamental principles and components of graphic design and visual communication
To develop an exploratory and investigative approach to methods, materials, processes and production across traditional, digital and emerging media
To introduce students to a broad range of visual language to enable clear expression of ideas
To introduce students to the relationship between design practice, process and context

Learning outcomes

On successful completion of the module, students will be able to:

Demonstrate understanding and a growing confidence in typography, layout, hierarchy and composition and how to employ these effectively and creatively
Demonstrate understanding of the properties and potential of a range of methods and materials and how these affect message and meaning
Demonstrate exploration and application of different visual languages to express ideas
Demonstrate awareness of different design contexts and how this informs decisions and directions within the design process.

Curriculum content

Research methodologies - including materials and media
Visual language and the communication of ideas
Principles of design
Design context
Software skills

Teaching and learning strategy

Teaching will be delivered through studio-based projects, tutorials and seminar sessions alongside workshops, subject-specific talks and lectures and exercises, where appropriate. Students are expected to undertake self-directed study and to develop work independently following formative feedback and to access specialist areas where necessary.

Breakdown of Teaching and Learning Hours

Definitive UNISTATS Category	Indicative Description	Hours
Scheduled learning and teaching	Studio-based projects, workshops, seminars, reviews, crits and tutorials	150
Guided independent study	Self-directed study and peer reviews	150
Total (number of credits x 10)		300

Assessment strategy

Projects, exercises and development work are formatively assessed in crits and project reviews throughout the module when students receive feedback on work produced and feed forward on work in progress. Project work will be submitted and summatively assessed at the end of Level 4, in teaching block 2, during the summer term.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Learning Outcome	Assessment Strategy
1) Demonstrate understanding and a growing confidence in typography, layout, hierarchy and composition and how to employ these effectively and creatively	Formatively assessed through project reviews and crits throughout the module / Summatively assessed in the submission of work at the end of the module
2) Demonstrate understanding of the properties and potential of a range of methods and materials and how these affect message and meaning	Formatively assessed through project reviews and crits throughout the module / Summatively assessed in the submission of work at the end of the module
3) Demonstrate exploration and application of different visual languages to express ideas	Formatively assessed through project reviews and crits throughout the module / Summatively assessed in the submission of work at the end of the module
4) Demonstrate awareness of different design contexts and how this informs decisions and directions within the design process and individual practice	Formatively assessed through project reviews and crits throughout the module / Summatively assessed in the submission of work at the end of the module

Elements of Assessment

Description of Assessment	Definitive UNISTATS Categories	Percentage
Coursework	Studio projects	100%
Total (to equal 100%)		100%

Achieving a pass

It IS a requirement that the major category of assessment is passed in order to achieve an overall pass for the module.

Bibliography core texts

Ambrose, G & Aono-Billson, N.(2010) Basics Graphic Design 01: Approach and Language, AVA Academia

Gordon, B. (2009) 1000 Fonts, ILEX

Godfrey, J.(2011) Bibliographic, Laurence King

Haslam, A.(2005) Type and Typography, Laurence King

Heller, S.(2010) Inside the Sketchbooks of the World's Great Graphic Designers, Thanes and Hudson Lupton, E. (2010)Thinking with Type, Princeton Architectural Association

Kane, A. (2011) A Type Primer, Laurence King

Ed.Brook, T. & Shaughenessy, A (2010) Supergraphics, Unit Editions

Muller-Brockman, J. (2009) Grid Systems in Graphic Design Niggli Verlag