| CODE | TET1007 | ||||||||
| TITLE | Graphic Design and Communication | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Technology and Entrepreneurship Education | ||||||||
| DESCRIPTION | This unit introduces students to the concepts of a theory of visual literacy in application to the domain of graphic design. The unit's content deals with elements from the following knowledge domains: a) the elements of design and principles of visual literacy as applied to graphic design as a commercial art; b) the cognitive basis of concept formation; c) the psychology of colour in design; d) visual imagery as applied to advertising; e) an introduction to typography; f) an introduction to graphic design software packages and applications; g) an introduction to the industry of graphic design. Study-Unit Aims: 1. To introduce the concepts of visual literacy with reference to graphic design; 2. To develop the processes of visual literacy: perception, recognition, communication; 3. To teach students to use the visual dimension as a thinking and learning tool; 4. To assist students in interpreting visual items as part of a visual language structure. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Recognize that visual literacy incorporates philosophical, psychological and physiological aspects which depend on either a receiver-oriented approach, or a presenter-oriented approach; 2. Recognize that visual literacy is a cognitive ability that draws on the affective domain; 3. Apply philosophical, psychological and physiological knowledge to understand the evolution of the geometric construction of writing with an alphabet, the development and technical aspects of typography and its implications in the context of a visual culture; 4. Apply philosophical, psychological and physiological knowledge to understand of the advertising industry and its related products; 5. Understand the importance of the relationship between graphic design product and target consumer group as well as be aware of the issues such as: a) stereotyping eg. age, gender; b) Multiculturalism and its implications for design product and communication; 6. Recognise the importance of visual codification and the targeted association between visual and verbal statements in the development of the graphic design product. 2. Skills: By the end of the study-unit the student will be able to: 1. Read (decode/interpret), write (encode/create) and think visually in relation to technological products and processes; 2. Analyse and design technological visual statements in terms of visual components for example form, colour, structure etc. to meet required specifications; 3. Recognise and put into practice elements of design and principles of visual literacy when designing graphic products; 4. Apply visual thinking to the origination and development of graphic design concepts and communication. Main Text/s and any supplementary readings: Main Texts: - ALBERS, J. & WEBER, N. F. 2013. Interaction of Colour: 50th Anniversary Edition, Yale University Press. - DOWNS, S. 2012. The Graphic Communication Handbook, New York, Routledge. - WILDE, J. & WILDE, R. 2000. Visual Literacy: A Conceptual Approach to Graphic Problem Solving, Watson-Guptill. - DONIS, D. A. 1973. A Primer of Visual Literacy, Cambridge, Massachusetts, and London, England, The MIT Press. Supplementary Readings: - KRESS, G. & VAN LEEUWEN, T. 2006. Reading Images: The Grammar of Visual Design, Routledge. - TUFTE, E. R. 1990. Envisioning Information, Cheshire, Connecticut, Graphics Press. - TUFTE, E. R. 1997. Visual Explanations: Images and Quantities, Evidence and Narrative, Cheshire, Connecticut, Graphics Press. - TUFTE, E. R. 2001. The Visual Display of Quantitative Information, Cheshire, Connecticut, Graphics Press. - TUFTE, E. R. 2006. Beautiful Evidence, Cheshire, Connecticut, Graphics Press. |
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| STUDY-UNIT TYPE | Lecture, Independent Study & Tutorial | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Peter Portelli |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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