Fundamentals of Visual Communications

Major: Environment Design
Code of subject: 6.022.03.O.014
Credits: 3.50
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor
Semester: 3 семестр
Mode of study: заочна
Learning outcomes: Understand the basic theoretical principles and methods of designing graphic elements in the subject-spatial environment and in the media space Understanding the basic principles of designing signs in graphic design. Availability of perception and understanding of the meaning of sign systems by all cultural, ethnic, gender and age groups. Know the main types and kinds of sign systems that provide visual communication in society; know the psychological incentives and motives of the target audience, which determine the nature of brands and their identifications; understand the functioning of basic models of sign and spatial systems of visual identification; regularities of step-by-step and methodical conducting of development of identification and navigation signs; be able to develop individual elements of the brand ripe and navigation signs; know the basics of stylistic search for identification and navigation signs depending on the specifics of the cultural and subject-spatial environment; be aware of the role of sign structures in mass culture and specific spatial environments natural or urban, for which identification and orientation. PRN3. Collect and analyze information to justify a design project, apply design theory and methodology, professional terminology (according to professional direction), the basics of scientific research. PRN6. To be aware of the responsibility for the quality of the work performed, to ensure the performance of the task at a high professional level. PRN9. Create design objects by means of design and graphic modeling. PRN10. To determine the functional and aesthetic specificity of form-forming means of design in the communicative space. PRN17. Apply modern general and specialized software in professional activities (by specialization). KOM2. The ability to use a variety of methods, including modern information technologies, for effective communication at the professional and social levels. Autonomy and responsibility. AiB1 Ability to adapt to new situations and make appropriate decisions. AiB3 Ability to take responsibility for the work performed, make decisions independently, achieve the set goal in compliance
Required prior and related subjects: Previous disciplines Fundamentals of Art Basics of design and computer graphics Painting, drawing, sculpture Related and subsequent disciplines Fundamentals of environment design History of art, architecture and design Fundamentals of ergonomics
Summary of the subject: The lecture course and practical tasks on the basics of visual communication give an idea of the place and role of the designer in the development of a harmonious visual environment, and skills of design of sign systems, which provides quality communication between major social circles. The course provides an extended study of theoretical and methodological approaches and concepts in the design of visual communications: defines them as a system: concepts, views, theoretical positions in the field of visual communications; determines the essence of the visual communicative phenomenon in the natural, urban, architectural and media space, appeals to the factor of creativity in project ideas - communication and artistic idea. The practical part of the course contains a series of tasks in which graphic signs are developed, the artistic and figurative solution of which is based on compositions based on geometrization of limited plane, which fit into elementary geometric shapes, color - on the basis of achromatic and simple polychrome combinations. Recommended topics: identification marks, graphic images, icons serving international festivals, exhibitions and fairs, competitions, airports, railway stations, shops, supermarkets, transport, children's institutions. Programs for computer raster and vector graphics are studied.
Assessment methods and criteria: Throughout the semester, the student can score 100 points for admission to the theoretical course and for the visas of individual graphic workers (classroom and homework). Theoretical course - 30% practical current employment - 20%; course graphical design, brand book with navigation signs - 50%.
Recommended books: 1. Kraft Z. Zashchitnaya marka. – Berlin, 1970. 2. Mentatov V. V. Obraz, znak, uslovnost'. – M.: Vysshaya shkola, 1980. 3. Mokshantsev. R. I. Psikhologiya reklamy. – Moskva, Novosibirsk, 2002. 4. Pobedin V. A. Znaki v graficheskom dizoyne. – Khar'kov: Ranok Vesta, 2001. 5. Utevs'ka F. I. Nevmirushchi znaki. – K.: Veselka , 1981. 6. Kotler. F. Osnovy marketinga. – M., 1992. 7. Verkman D. K. Tovarnyye znaki. Sozdaniye, psikhologiya, vospriyatiye. – M.: Progress, 1986. 8. Kotler. F. Osnovy marketinga. – M., 1992. 9. Kraft Z. Zashchitnaya marka. – Berlin, 1970. 10. Lavrent'yev A. N. Istoriya dizayna. Ucheb. posobiye dlya vuzov. — M.: GARDARIKI, 2007. 11. Lebedev A.N. Psikhologiya rossiyskoy reklamy: a nuzhen li reklamistu potrebitel'? Marketing i marketingovyye issledovaniya v Rossii, №1, 1996. 12. Lindsey P., Norman D. Pererabotka informatsii u cheloveka. M., Mir, 1974, - 550 s. 13. Manuylov M.A. Psikhologiya reklamy. M., Gostekhizdat, 1925, - 36 s. 14. Mentatov V. V. Obraz, znak, uslovnost'. – M.: Vysshaya shkola, 1980. 15. Mokshantsev. R. I. Psikhologiya reklamy. – Moskva, Novosibirsk, 2002. 16. Pobedin V. A. Znaki v graficheskom dizoyne. – Khar'kov: Ranok Vesta, 2001. 17. Utevs'ka F. I. Nevmirushchi znaki. – K.: Veselka , 1981.