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2021/22 Undergraduate Module Catalogue

DESN1948 The Graphic Design Process

30 creditsClass Size: 100

Module manager: Dr Catherine Stones
Email: c.m.stones@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

Module replaces

DESN1999

This module is not approved as a discovery module

Module summary

This module focuses on developing creative skills to solve a range of communication problems using both promotional and exploratory approaches.The module begins by examining methods for carrying out primary research with audiences and for conducting high quality secondary research of subjects. Image-making and typographic skills will also be taught. Communication skills will be developed by the delivery of a presentation at the end of the semester

Objectives

Research is essential to producing innovative design and is the essential component of the design process. The purpose of effective graphic & communication design is to provide information that will engage and stimulate targeted audiences. To enable the designer to address the issues surrounding a particular communication problem there must be a period of investigation and analysis achieved predominantly through primary research.

In this module you will undertake projects that address both the audience and subject of communication problems, from both graphic arts and applied graphics approaches. You will develop a unique perspective by analysing the results of your research, evaluating what will be effective and developing both creative concepts and exciting visual strategies to solve a problem. You will also work in small formative teams during the module to develop your analytical skills further. You will also give a short presentation at the end of the module.

Learning outcomes
On completion of this module, students should be able to:

1. demonstrate an ability to initiate and undertake extensive on-site/primary research of a subject and an audience, with consideration of wider cultural contexts.
2. interpret and analyse key data and visual material.
3. identify and communicate key messages and ideas (through application of words and images) by utilising established and experimental strategies.
4. develop creative concepts using a range of techniques.
5. demonstrate effective skills in typography and image-making to reflect a range of communication goals and subjects.
6. effectively communicate and evaluate work via verbal presentation


Syllabus

Indicative content is outlined below:

Fundamental Audience and Subject Research Techniques
Principles of visual communication
The AIDA principle in communication design
Ethical Issues in Promotion
Creativity Definitions and Techniques.
Visual Communication Form: from figuration to abstraction
Copywriting Skills
Ideation Methodologies (literal and lateral techniques)
Production skills for vector artwork
Production skills for bespoke typography
Presentation Skills


Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture51.005.00
Practical113.0033.00
Seminar112.0022.00
Independent online learning hours40.00
Private study hours200.00
Total Contact hours60.00
Total hours (100hr per 10 credits)300.00

Private study

Students are expected to carry out research on-line, analyse and present findings as well as complete assignments during private study. Approximately 200 hours will be required to complete main assignments during private study time – Research (50 hours), development (130 hours) and refinement (20 hours). Approximately 40 hours will be required to complete set formative tasks over the lifespan of the module.

Opportunities for Formative Feedback

Students will be provided with discussion-led formative feedback every week in groups. This allows students to share their work with their peers and the staff whilst still under development. It also allows other students to gain insights from other’s feedback.

Students will also receive one formal individual feedback session during the semester. This will allow for focused identification of strengths and weaknesses and for tailored advice to be provided regarding further development/processes required. Formative feedback on presentation skills will also be available prior to Week 11.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Presentation5 minute evaluative presentation10.00
PortfolioA portfolio consisting of 4 design deliverables including research and development (equivalent to 3000 words)90.00
Total percentage (Assessment Coursework)100.00

Resits for the presentation will occur via a re-arranged date during the resit period.

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 16:21:14

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