Higher National Diploma in Graphic Design

Unit name: Visual Communication in Art and Design Unit code: J/601/6374 QCF level: 4 Credit value: 15

Module Handbook

First Semester 22 August 2011 - 16 November 2011 20 weeks module

Lecturer: Dru Mauree Department of Graphic Design

Dru Mauree 2011 August

CONTENT
Content Introduction Info on teaching team The School student office Module aim Assessment scheme Assessment Weighting Submitting Assignments Reading Materials For this Unit you will be given material/handout etc Study hours outside class contact Learning outcomes Unit Organisation Details of Coursework Where to submit assignments Feedback to students on coursework Tutorial Plan Scheme of Work Useful Information Attendance Requirement Academic Dishonesty/plagiarism Appeals Guide to ICT Module Assignment 3 4 5 5 6 6 7 8 8 10 10 10 11 12 13 13 13 14 14 Page 2 3

Module Summary/Introduction

Introduction Learners will be expected to develop an understanding of the role and responsibilities of the artist, designer and craftworker in a commercial context and to acquire the ability to communicate ideas through drawing and other visual techniques and skills. Learners need to engage in integrated research to include analysis of the brief, preparation of initial ideas, market research, investigation and practical exploration into materials, processes and techniques. Why do some computer icons make sense to the eye, while others don't? Youll find out in an introductory class on visual communication. Youll learn how we use visual devices -- such as typography, images, and color -- to communicate, educate, and persuade. And youll probably get to do a small design project of your own, so get ready to put what you learn into practice

The module teaching team Dru Mauree,

Contacting the Module Leader/Tutor You can contact your module leader in the following ways: Office Hours - Room No: Monday to Friday : 09h00 to 16h00 Email Telephone Mobile Fax d.mauree@fdi.intnet.mu 4047242 2575867 4664105

The FDI Administrative Office Student affairs office is located in Administrative Office, Block A, 1st Floor, of the main FDI building. Office hours: 09.00 16.00, Monday to Friday

Module Aims This unit aims to develop the necessary skills for artists, designers and craftworkers to communicate their ideas across specialist applications, both traditional and alternative. Learning Objectives Upon the completion of this course, students are expected to: 1- Gain a basic understanding of visual communications, 2- Demonstrate how to use the problem solving process to create visual solutions 3- Demonstrate an understanding of the elements and principles of design, 4- Demonstrate how to use color theory in visually communicating a message 5- Demonstrate how to use typography to visually communicate 6- Demonstrate how to use imagery in various forms to communicate visually 7- Demonstrate how to compose a layout that effectively uses the elements and principles of designs to convey a visual message 8- Demonstrate their emerging design skills thorough a series of problem-based projects 9- Participate in a gallery style showing 10- Learn to critique other works objectively and constructively 11- Learn how to self-promote thorough the use of a portfolio

Instructional Methods Lecturing In Class discussions In Class demonstrations Lab computer practice Design projects

Course Expectations Below are the course expectations: - Come to class prepared - Reading materials in advance, - Review lectures/module prior to class - Arrive on time - Turn in quality work on the assigned due dates, - Provide assignments that adhere to the rules of the instructor, - Participate in class discussions, - Respect conventional class manners such as turning off cell phones and disengaging from chatting with classmates during class. Learning Outcomes On successful completion of this unit a learner will: 1 Be able to communicate ideas and concepts by researching visual techniques 2 Be able to select visual communication techniques to realise creative intentions 3 Be able to produce work which demonstrates the use of visual communication 4 Understand the potential for personal development through the application of new approaches to visual communication.

Assessment Scheme All units will be individually graded as pass, merit or distinction. To achieve a pass grade for the unit learners must meet the assessment criteria set out in the specifications. This gives transparency to the assessment process and provides for the establishment of national standards for each qualification.

General Assignment Requirements: All assignment must be submitted at an acceptable standard to meet terms in this Module. Assignments should be submitted by the Monday 14.11.11 An application for an extension of time for the submission of an assignment should be submitted well before the due date for that assignment and should include supporting evidence. Extensions cannot be granted beyond the end of semester. Where the module includes a final examination, to pass the unit it is necessary for a pass to be obtained in the examination. High grades in assignments cannot compensate for an examination fail. Presentations of Assignments For written assignments ,please follow these guidelines of presentation: Type your assignment . Use size A4 paper and leave a suitable margin for comments, (3-4 cm) Number each page.

For coursework, please follow these guidelines of presentations: Use A3 size Sketch books final solutions should be mounted in black Bristol paper. Method of Assessment Assessment Methods Aural presentation Coursework Portfolio of Evidence Practical Demonstration / Assignment Task-based controlled assessment Written Examination The assessment of this module is by: (1) assignments (2) Coursework
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 (3) presentations

Assessment Weighting

SN 1 2 3 4 5

Assignment Research File Sketchbook/s Coursework/brief Presentations Boards Written assignment

Weighting 0/0 10 20 30 25 15

Assignment Submitting Assignments When you have completed each assignment attach an Assignment Cover Sheet. Hand over your assignment to Student Affairs, where staff will record its receipt, despatch it to your tutor, and advise you of its receipt if you include your assignment cover. Do not send the assignments directly to your tutor. Assignments Details The assignments are outlined below: Assignment 1: To communicate ideas and concepts by researching visual techniques (research folio) Assignment 2: To select visual communication techniques to realise creative intentions (Sketchbook) Assignment 3: To produce work which demonstrates the use of visual communication (Freehand drawing and using design softwares) Assignment 4: To understand the potential for personal development through the application of new approaches to visual communication. (presentation and submission of projects) Assessment Criteria Include all assessment criteria per assignment

Unit Materials For this Unit you will be given: Module Handbook Handouts on : visual communication Paints markers brushes drawing pens Airbrush Canvas (A2)

Additional Materials Material: traditional eg graphite, pencil, paint, ink, dye, crayon, pastel, markers, airbrush, drawing papers or frames; Digital support: non-traditional CD, DVD, wacom tablet, Mac, Pc, Adobe softwares. Handouts Include main reading materials. Additional texts Recommended books. Ankara: Dost Kitabevi Yaynlar BELCH, George E., Michael A. Belch, 2001 Advertising and Promotion. New York:Irwin/McGrawHill BECER, Emre, 1997 letiflim ve Grafik Tasarm. BERRYMAN, Gregg, 1979 Notes on Graphic Design and Visual Communication. Los Altos:William Kaufmann, Inc. FILL, Chris, 1995 Marketing Communications. Hemel Hempstead: Prentice Hall Europe HOLLIS, Richard, 1994 Graphic Design A Concise History. London: Thames and Hudson Yaynevi NOWLAN, Robert A. and Gwendolyn L.Nowlan, 2000 A Dictionary of Quotations about Communication. Jefferson:McFarland & Company, Inc. Exploring the Elements of Design: an introduction to the essential principles, elements, and concepts of visual communications, 2008, 2th Edition, by Poppy Evans Mark A. Thomas, published by Delmar Cenage Learning Inc, ISBN: 978-1-43904368-4.

Books Purchase Suggestions Visual persuasion: the role of images in advertising - Paul Messaris Media education: literacy, learning, and contemporary culture - David Buckingham The Moment of Complexity: Emerging Network Culture - Mark C. Taylor Visual literacy: a spectrum of visual learning - David Mike Moore, Francis M. Dwyer Visual information - Rune Pettersson

Significant References Books, magazines and websites The Seven Great Debates in the Media literacy Movement Rene Hobbs - 1998 Journal of Communication Eye: the international review of graphic design Creative review Study hours outside class contact The study hours for this unit is (60) hours. The out-of-class study commitment expected of students is 120 hours in total. Brief Guide to Web-based Module Material Additional material available on the class email address. Student Brief Handouts Sample of works Guide This guide provides an outline to assist you in better understanding the unit, and to accomplish the learning outcomes. Learners will be expected to develop an understanding of the role and responsibilities of the artist, designer and craftworker in a commercial context and to acquire the ability to communicate ideas through drawing and other visual techniques and skills. Learners need to engage in integrated research to include analysis of the brief, preparation of initial ideas, market research, investigation and practical exploration into materials, processes and techniques. Learners will need to explore the visual and tactile properties and characteristics of materials. They will also need to investigate contexts and demonstrate the ability to select and interpret research information through design development. This will necessitate practical first-hand experience in manipulating materials to meet requirements of briefs. It is important that a level of practical competence is shown in studio and workshop practice combined with evidence of an awareness of relevant safe working practice. Learners will need to gain a thorough understanding of design practice, relevant legislation, including health and safety, public liability and copyright law. Learners should keep records of all professional practice (meetings, attendance, punctuality, contracts etc) and provide evidence of the correct use of terminology and vocabulary in written and oral presentation. It is important that learners gain a thorough understanding of contemporary professional practice and guest speakers, workshops, visits to design studios and appropriate exhibitions will contextualise practical studies. The sections in this guide relate to the corresponding outcomes in the unit. Learning outcomes On successful completion of this unit a learner will:

1 Be able to communicate ideas and concepts by researching visual techniques 2 Be able to select visual communication techniques to realise creative intentions 3 Be able to produce work which demonstrates the use of visual communication 4 Understand the potential for personal development through the application of new approaches to visual communication. L.O Summary Issues and Questions that will form basis of some class discussion and research 1.1 Research visual communication techniques 1.2 Evaluate visual communication techniques 2.1 Identify creative intentions 2.2 Select visual communication techniques to effectively realise creative intentions 3.1 Apply visual communication techniques to creative work 3.2 Justify the visual communication techniques used in creative works 4.1 Evaluate the use of visual communication in own work 4.2 Propose new approaches to developing own work through the application of visual communication techniques.

Unit Organisation

A summary of the unit organisation and structure is presented below. It provides you (the students) with day by day or week by week listing of the unit requirements.

Expressive Activity Unit For Unit assessment, candidates will organise and present work for review. Outcome 1 Be able to communicat e ideas and concepts by researching visual techniques The Investigative work should show a variety of analytical drawings/studies related to the theme made directly from first hand observation. This work should demonstrate the use of media, materials, and techniques and colour where appropriate. The Development work should show the development of visual ideas related to the theme and the Investigative work. This work should demonstrate

Design Activity Unit For Unit assessment, candidates will organise and present work for review The Design Brief which should set out the design issues and constraints of the client.

Art and Design Studies

Outcome 2 Be able to select visual communicati on techniques

The Research and investigation should clearly relate to the Design Brief and show the market research and context. This

The assessment evidence will be a written or recorded oral response which presents facts, judgments and opinions on the area studied. This work will demonstrate knowledge and understanding of the Visual Arts and may be an extended response of a minimum of 200 words or a response to a set of questions. The assessment evidence will be a written or recorded oral response which presents facts, judgments and opinions on the area studied to the present. This work will demonstrate

to realise creative intentions

development of compositional ideas/visual elements, picture making and a minimum of two ideas, one of which clearly indicates the final outcome.

Outcome 3 Be able to produce work which demonstrate s the use of visual communicati on

work should demonstrate relevant information and visual materials to allow progression to development. The Development work (in two and/or three-dimensions) should relate to the Brief and show lines of development which demonstrate selecting / exploring the use of materials, techniques and processes. This work should demonstrate a minimum of two ideas, one of which clearly indicates the intended solution.

knowledge and understanding of the area of Design and may be an extended response of a minimum of 200 words or a response to a set of questions.

Outcome 4 Understand the potential for personal development through the application of new approaches to visual communicati on.

Presentation Hardcopy, softcopy Verbal

Details of Coursework An outline of the coursework Specific skills in the diverse industry of Visual Communication are offered to provide background in layout, design, typography, illustration and production design techniques for print, Web, and multimedia. Computer skills are developed as a design, communication

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and production tool using software including: Adobe Photoshop, Adobe Illustrator, Adobe In Design, Quark XPress, Dreamweaver. Copies of all student coursework should be placed on class email page for students to download. Deadline for Submission of Coursework Please find dates and times of the submission deadlines for coursework in the scheme of work. Where to submit It is for you to decide if students can submit their coursework via your email Written assessed course work and design coursework must be submitted to the Student affairs office, Administrative Block. You should attach a coursework feedback form which will be dated and receipted. You should keep your receipt - it is for your own protection. Coursework Feedback Forms containing receipts for this work and other work submitted outside opening hours can be collected from the Student Office. Group Coursework When submitting group coursework please ensure all students contributing to the coursework are clearly identified on the coursework Feedback Form. Electronic Receipt of Coursework - include if relevant with the address Coursework may NOT be submitted in electronic form except where this is an explicit requirement of that assessment in the module in question. Feedback to students on coursework Module Leaders please see assessment of this module Students should attach a generic School Coursework Feedback form available outside Student Offices to the front of their work; Your own special feedback form issued by you at seminars or lectures Annotation and return of coursework Or in the case of laboratory work verbal feedback will be given

Coursework Coursework return Coursework is normally returned to students, you have to have keep your work in good condition till the visit of External Examiner .

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Tutorial Plan

DATE 12.09.11 10.10.11 07.11.11 21.11.11

TIME 09h00 09h00 09h00 09h00

VENUE Graphic Graphic Graphic Graphic

ASSIGNMENT Outcome 1 Outcome 2 Outcome 3 Outcome 4

TUTOR D. Mauree D. Mauree D. Mauree D. Mauree

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Lecture Plan Scheme of Work DATE TOPICS CLASS/ LAB/ WORK SHOP Mac Lab/lecture room ASSESS MENT DUE

22.08.11

Introduction to the module

29.08.11

05.09.11 12.09.11

19.09.11 26.09.11 03.10.11 10.10.11 17.10.11 24.10.11

31.10.11

07.11.11 14.11.11 21.11.11 28.11.11

Research (Group discussion) Elements of Design: (line, shape, Forms, space, colours etc.). Principles of Design: Unity- Harmony, Balance, Rhythm, Perspective, Emphasis, Orientation, Radiation, Repetition and Proportion. Analysis of communication need/s Develops range and autonomy in selecting and applying photographic and digital conventions and procedures to make photographic and digital works Investigates the world as a source of ideas, concepts and subject matter for photographic and digital media works Expression of artistic skills through different suitable software for producing digital images. Use of a range of design elements and design principles to develop and refine design concepts Software application Software application New approaches to visual communication, presentation of two final visual communication presentations which demonstrate effective visual communication appropriate to the brief Preparing presentation of final visual communication presentations which demonstrate thoughtful decisions and imagination Practical work on Mac/Pc Practical work on Mac/Pc Preparing presentations which demonstrate technical competence Submission of coursework Presentation and crits

Mac Lab Mac Lab

Mac Lab Mac Lab Mac Lab

12.12.11

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Useful Information Student Office opening hours Module Review Forms Exam Script Viewing Form Learning Resources: Programme Handbooks And other useful information such as Library Catalogue Attendance Requirement You should attend all scheduled classes. If you do not do so, you may not be able to demonstrate that you have achieved the Learning Outcomes for the module, and you are at risk of being graded X in the module. The definition of the X grade is: Fail incomplete without good reason: may not be reassessed. As a general guide, you need to attend at least 75% of scheduled classes on order to be able to demonstrate achievement of all Learning Outcomes. On some modules, there may be more specific attendance requirements. The Module Leader should insert details of any specific attendance requirements for this module. Academic Dishonesty Taking unfair advantage in assessment is considered a serious offence by the Institute which will take action against any student who contravenes the regulation through negligence, foolishness or deliberate intent. Academic dishonesty is a corrosive force in the academic life of the FDI; it jeopardises the quality of education and devalues the programmes and awards of the FDI. Plagiarism Plagiarism is one specific form of cheating. Note: The work presented for assessment must be the candidates own, or the work of a project group as requested by the tutor. Plagiarism is the representation of another persons published or unpublished work as the candidates own by unacknowledged quotation. It is not an offence if the material is acknowledged by the candidate as the work of another through the accurate use of quotation marks and the provision of detailed references and a full bibliography, although the Assessment Board will not expect work to rely heavily on direct quotations. In addition, theFDI Regulations sets out the process for investigating allegations of plagiarism and describes the penalties. If you are found guilty, the repercussions are very serious indeed.

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You should take steps, therefore, to understand what plagiarism is, how it can be identified and how you can avoid committing it; perhaps most importantly, you should reflect and come to understand why it is to your enormous advantage never to plagiarise because it is in effect cheating yourself (and indeed your fellow students).

Appeals The full regulations on appeals are given in the student handbook - Appeal regulations and procedures

Rough Guide to Completing the ICT Module Assignment

Demonstrate use of applications:

Use of these applications could be demonstrated in the 'body' of your assignment report, your assignment cover sheet, and through your referencing/bibliography: Word processing must provide some evidence of imaginative use of word-processing tools or features. For example: use of formatting such as different styles, sizes or colours of fonts, bullet-points, numbering, borders, shading, columns etc. Graphics/Drawing could be demonstrated through the use of the Microsoft Word "Drawing Toolbar" or use of clipart. For example: drawing objects and auto-shapes, appropriate clipart. Digital/scanned images could be demonstrated by incorporating digital pictures or photographs. Internet and WWW: Appropriate Academic reference material could be drawn from the World Wide Web, referenced in your essay, printed out, and added to your appendix section. CDROM: Appropriate academic reference material could be found on CDROM, referenced in your essay, printed out, and added to your appendix section. Advanced users could provide all their work on a CDROM, demonstrating that they can use CDROM as a storage medium. E-Mail: Communications relating to your HND professional practice could be printed out, and added to your appendix section. 2 3 Produce individualised work (as discuss with your tutor): Evaluations/presentation to HND group :

The presentation can utilise computer-based lCT resources such as PowerPoint, flash. director and/or word-processed or desk top published (DTP) handouts etc, and these can then be put into your assignment submission appendix as evidence. However, the

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presentation itself need not necessarily contain the use of computer-based ICT resources as a method of delivery: it could be verbalised, discursive, utilise the whiteboard / flipchart / OHP, LCD projector etc. The tutor will provide you with feedback on your presentation, and this can then be submitted as evidence in your appendix.

Produce a written assignment or its equivalent

An equivalent submission can be made on CDROM, Video, or WWW etc. However, all the assessment criteria must still be met by providing a written rationale, to explain the epistemological and methodological basis for your work, along with appropriate academic references and a bibliography.

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