2022/23 Undergraduate Module Catalogue

DESN1666 Visual Communication for the Creative Industries

20 creditsClass Size: 200

Module manager: Dr Arjun Khara
Email: a.khara@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

Module replaces

DESN1250 Fundamentals of Imaging

This module is not approved as a discovery module

Module summary

The module aims to equip students with an essential understanding of and practical skills in visual communication design in the context to their specific programme of study. In particular, it will introduce fundamental concepts of visual communication including typography, use of image, colour and layout as it relates to art, graphics and the fashion industry. It will also highlight key issues related to digital image quality and reproduction. The module will provide experience in the use of industry-standard design software. This skills-based knowledge is underpinned by an introduction to principles of design and semiotics which is then applied to a practical project

Objectives

The module aims to equip students with an essential understanding of and practical skills in visual communication design in the context to their specific programme of study. In particular, it will
introduce fundamental concepts of visual communication including typography, use of image, colour and layout as it relates to art, graphics and the fashion industry. It will also highlight key issues related to digital image quality and reproduction. The module will provide experience in the use of industry-standard design software. This skills-based knowledge is underpinned by an introduction to principles of design and semiotics which is then applied to a practical project.

Learning outcomes
On completion of this module, students will have provided evidence of being able to
1)Apply fundamental skills in layout, font choice and image generation/manipulation;
2)Show competency in a range of visual communication software skills;
3)Demonstrate key technical knowledge related to the production of digital images and documents.
4)Demonstrate an ability to interpret various examples of visual communication

Skills outcomes
Students will gain skills in industry standard design tools.

Syllabus

Indicative syllabus:

*The legacy of Modernism in Visual Communication
*Core technical principles of Digital Design
*Reading Visual Communication – An introduction to semiotics
*Introduction to Vector Illustration – key concepts (Sketching, Adobe Color, Bezier curves, artboards, transform, gestalt1)
*Introduction to Identity Design (Shape manipulation, font selection, gestalt2)
*Introduction to Patterns and Textures in Illustrator (Libraries, Patterns and Tiling)
*Introduction to Image Manipulation (fundamentals of pixel-based manipulation –Layers and Selection, file formats)
*Digital Enhancement Skills (Enhancing photographs and using mockups)
*Fundamentals of Page Layout for the Creative Industries (Dynamics of document design – typesetting, harmony, rhythm and visual hierarchy)
*Page Layout-Practical Key Concepts (Grids, importing images, font selection, arranging elements, adobe colour)

Teaching methods

Delivery type	Number	Length hours	Student hours
Lectures	10	1.00	10.00
Seminars	5	1.00	5.00
Practicals	5	1.00	5.00
Independent online learning hours			20.00
Private study hours			160.00
Total Contact hours			20.00
Total hours (100hr per 10 credits)			200.00

Private study

Independent online learning will consist of a range of tasks students must complete in their online journals in the first 5 weeks of study (4 hours per week = 20 hours)Private study time will be spent completing the project as outlined below
Preparation for the MCQ assessment 20 hrs
Development 80 hrs
Production 40hrsCritical Reflection 20

Opportunities for Formative Feedback

Students will be monitored through a number of ongoing mechanisms throughout the duration of the module including attendance, engagement with their online journal and participation at seminars. Students will receive a category rating for their practical portfolio during the module. Group feedback will occur during one of the seminars to encourage reflection into progress.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
In-course MCQ	1 hour/60 questions MCQ	20.00
Reflective log	Students will be asked to respond to 10 short tasks	20.00
Portfolio	Project Students will submit a design project (equivalent to 2000 words) and a short self critique (400 words) (delivered in a pre-recorded presentation or in written form)	60.00
Total percentage (Assessment Coursework)		100.00

A resit will also be required for all the above components, including the reflective log.

Reading list

The reading list is available from the Library website

Last updated: 28/03/2023

Disclaimer

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