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Fundamentals of Visual Communications
Major: Environment Design
Code of subject: 6.022.03.O.016
Credits: 3.50
Department: Design and Architecture Fundamentals
Lecturer: Ruslan Halyshych, Philosopher Ph.D., Assistant Professor;
Olha Merie, Ph.D. in Architecture, Assistant Professor
Semester: 3 семестр
Mode of study: денна
Завдання: Integral competence:
The ability to solve complex specialized tasks and practical problems in the field of design, or in the learning process, which involves the application of certain design theories and methods and is characterized by complexity and uncertainty of conditions.
General:
ZK2. Ability to communicate in the national language both orally and in writing.
ZK4. Ability to search, process and analyze information from various sources.
ZK5. Ability to work in a team.
ZK7. Appreciation and respect for diversity and multiculturalism.
ZK9. The ability to preserve and multiply cultural, artistic, ecological, moral, scientific values ??and achievements of society based on an understanding of the history and patterns of development of the subject area, its place in the general system of knowledge about nature and society and in the development of society, techniques and technologies, to use various types and forms of motor activity for active recreation and leading a healthy lifestyle.
Specialists:
Ability to design advertising products: design of sign systems for visual communications, packaging, printed products, outdoor advertising media. The ability to develop several options for conceptual solutions of objects of the subject-spatial environment. The ability to make a mock-up of a design solution. The ability to conduct pre-project studies and analyze analogs of the design solution. Ability to present your project solution. Ability to formulate a system of identification and navigation signs depending on the type and type of design task. Be able to stylize graphics into sign systems that function in visual communication in specific cultural and physical contexts. To develop the ability to apply the creation of symbolic systems in design and artistic activity and adapt to a specific physical space. To know the main theoretical positions of semantics, artistic formation, theory of art and design. Be able to adapt graphic signs and images to specific subject and cultural spaces, in particular in the field of printing, outdoor advertising and in the virtual environment.
Special (professional, subject) competences of the specialty.
CS1. The ability to apply modern methods of designing single, complex, multifunctional design objects.
CS6. The ability to apply special techniques and technologies of work in the relevant materials (by specialization) in design and artistic activities.
CS7. Ability to use modern software to create design objects.
CS9. The ability to depict environmental objects and the human figure by means of plastic anatomy, special drawing and painting (according to specializations).
Communication:
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 with the requirements of professional ethics.
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).
Required prior and related subjects: Previous disciplines:
Painting, drawing, sculpture;
Composition and shaping in design;
Fundamentals of design and computer graphics, part 1, part 2;
History of Art, Architecture and Design, Part 1, Part 2.
Related and the following disciplines:
Interactive design;
Theory of communication in mass culture;
3D modeling;
Web design;
Multimedia design.
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.
Опис: Lecture classes 30 hours (15 weeks of two hours), 10 hours of extramural study.
Lecture 1. The main provisions of the theory of social communication.
Lecture 2. Visual communications and development of material culture.
Lecture 3. Basic principles of visual perception of symbolic structures. Gestalt is the basis of perception of a complete image. Compositional integrity in the creation of graphic signs.
Lecture 4. Semantics of visual communications, signs, symbols, images.
Lecture 5. Artistic and psychological features of the formation of iconic structures in the cultural space.
Lecture 6. Navigation design. Basic principles of communication. Principles of graphic design of identification and navigation signs.
Lecture 7. Navigation in the urban environment, transport systems, events, public space, orientation signs, pointers, icons.
Lecture 8. Visual identification. Concept of brand and corporate design. Brandbook, business documentation, flyer, booklet.
Lecture 9. Peculiarities of visual communication with society in the subject-spatial environment.
Lecture 10. Understanding the communication of sign systems in graphic and multimedia design.
Lecture 11. Writing letters, fonts, typography. Communication by means of text messages. Font compositions.
Lecture 12. The concept of naming. Basics of forming advertising texts of headings, headings, and slogans. Understanding the code of a verbal message to create an effective visual message for further use in design tasks.
Lecture 13. Rules of communication and navigation in the city and in public interior spaces, sign systems for map schemes. Norms of graphic design of map schemes. Simplification and stylization. Laconic presentation of the image of the plans.
Lecture 14. Basics of raster graphics. Understanding the basics of how resolution works. The concept of a pixel and basic knowledge of working with photographic material. Combination of several bitmap images into one common bitmap composition.
Lecture 15. Computer graphics of vector and raster programs. Basics of vector modeling of symbolic forms. Computer graphics of maps. Application of vector graphics tools to create sign identification and navigation systems. Artistic effects of computer graphics.
Practical and seminar classes 15 hours (7 weeks, 2 hours), extramural form (6 hours).
Assessment methods and criteria: During the semester the student can score 100 points for answering the questions of the theoretical course and for performing individual graphic tasks (classroom and independent work). Theoretical course - 30%; practical tasks - performance of individual additional font and associative-image graphic tasks - 10%; course graphic work brand beech with navigation signs - 60%.
Критерії оцінювання результатів навчання: Evaluation methods and criteria. During the semester, a student can score 100 points for answering theoretical course questions and for completing individual graphic tasks (auditory and independent work). Theoretical course - 30% practical ongoing classes - 20%; term graphic work brand beech with navigation signs - 50%.
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems; 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems; 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
Recommended books: Educational and methodological support:
1. Vasilyuk A., Melnikova N. Computer graphics. Lviv: Lviv Polytechnic Publishing House, 2016. 308 p.
2. Galysych R. Ya., Merye OV Typography: lecture notes for 5th year students of the basic direction 6.0202 "Design", specialty 7 (8) .02020701 "Design" specialization "Graphic Design" and part-time students . Lviv: Lviv Polytechnic Publishing House, 2013. 92 p.
Recommended Books
Basic literature:
1. Velychko NV Trends in the development of visual communication in the context of book design. Bulletin of the KhDADM. 2020. S. 5–13.
2. Veselovskaya GV, Khodakova VE Computer Graphics: Textbook. pos. К.: Кондор, 2015. 584 с.
3. Danilenko V. Ya. Design. Textbook. Kharkiv: KhDADM, 2003. 320 p.
4. Design of visual information systems. Electronic manual / OV Chemakina, AL Rubtsov, VO Svirko, OP Oliynyk. Kyiv: UkrNDI DE, 2017. 191 p.
5. Kozyar MM, Feshchuk Yu. V., Parfenyuk OV Computer graphics: SolidWorks. Kherson: Oldie +, 2018. 252 p.
6. Computer graphics: textbook: in 2 books. Book 1. / Compilers: Totosko OV, Mykytyshyn AG, Stukhlyak PD Ternopil: Ternopil National Technical University named after Ivan Pulyuy, 2017. 304 p.
7. Pater R. Design policy. (Not quite) a global guide to visual communication. Translated A. Benitsky. K.: ArtHuss, 2021. 192 p.
8. Pichugin MF, Kankin IO, Vorotnikov VV Computer graphics. K.: Center for Educational Literature, 2019. 346 p.
9. Sukhorukova LA Design of visual communications: basic concepts and features. Design-education 2009: modern concept of design-education of Ukraine: coll. materials intern. scientific method conf. prof.-off composition and young scientists in the V International. Forum "Design and Education 2009", April 27-29. 2009, Kharkiv, Kharkiv. state acad. design and arts. Kharkiv, 2009. S. 128–131.
10. Frascara J. Communication design: principles, methods, and practice. 2004. 68 p.
11. Jamieson, G. H. Visual communication: More Than Meets the Eye. Bristol: Intellect Books, 2007. 16 p.
12. Lester, P.-M. Visual communication: Images with Messages. Belmont, CA: Thomson Wadsworth, 2006.
13. Sless, D. Learning and visual communication. 1981. 187 p.
14. Smith, K.-L. Handbook of visual communication: theory, methods, and media. 2005. 123 p.
15. Wells W., Burnet J., Moriarty S. Advertising principles and practice. New Jersey, 1992.
Supporting literature:
1. Kvit S. Mass communications. Second edition, corrected and supplemented. Kyiv: Kyiv-Mohyla Academy Publishing House, 2018. 352 p.
2. Computer graphics: lecture notes. On Skyba OP Ternopil: Ternopil National Technical University named after Ivan Pulyuy, 2020. 88 p.
3. Computer graphics: lecture notes. On Stadnyk Yu. A. Lviv, 2020. 49 p.
4. Pocheptsov. GG Theory of communications. K .: Union of Advertisers of Ukraine, 1996.
5. Sinepupova N. Composition: Total control. K.: ArtHuss, 2019. 240 s.
6. Aakhus, M. Communication as Design. Communication Monographs 74 (1). 2007. 112–117.
7. Brabham, D. C .; Guth, K. L. The Deliberative Politics of the Consultative Layer: Participation Hopes and Communication as Design Values ??of Civic Tech Founders. Journal of Communication 67 (4). 2017. 445–475.
8. Guth, K. L .; Brabham, D. C. Finding the diamond in the rough: Exploring communication and platform in crowdsourcing performance. Communication Monographs. 2017. 1–24.
9. Langenfelds, R. Visual design. Teame, 1997.
10. Leeuwen, T.-V. Reading images: the grammar of visual design. Routledge, 2006. P. 4.
11. Meggs, P. B. A history of graphic design. Michigan, Van Nostrand Reinhold, 1992.
Munari, B. Design and visual communication. Chronicle Books, 2006.
Munari, B., & Wollner, A. Visual Design 50 years. Cosac & Naify, 2003.
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