course description
The course content will focus on meaning and representation in visual and verbal language to further clarify the visual communications process. Theories of communication, making meaning, semiotics, rhetoric and modes of appeal will be examined through lectures, readings, and discussions. A series of exercises will lead to practical implementation through conceptualization, visualization and graphic form development. Historic and current design artifacts will be researched and analyzed to expand an understanding of how messages are encoded by designers and decoded by the audiences of graphic design. Reading, writing, verbal and critical skills will be developed throughout the semester.
course objectives
as a result of this course, students will be able to:
- explain at a basic level the theories of semiotics, rhetoric, modes of appeal and communication theory and their relevance to graphic design;
- explain at a basic level the terminology associated with semiotics, rhetoric, modes of appeal
- and communication theory;
- demonstrate understanding of these theories through appropriate manipulation
- of text and image;
- articulate research and demonstrate critical analysis, in both visual and verbal formats;
- design a clearly organized website housing the above visual and written information.
course structure
- the first 3 projects focus on learning a particular theory via various tasks – including reading, defining terms, finding evidence, identifying & analyzing usage, & conceptual/formal explorations.
- the final project culminates in a complete visual documentation of the learning outcomes from the first 3 projects. this phase showcases your aptitude in customary visual communication skills.
- 2 to 3 hours outside of each scheduled class period is the expected, average time commitment.
materials
consider sharing or using reasonable substitutes where appropriate.
- macbook pro laptop, adobe creative cloud and font folio
- sketching and note-taking materials – whatever system that works best for you; just be sure to keep it organized so you don’t lose your valuable ideas. it’s also highly recommended
- to take notes at lectures and crits.
- digital camera
- p-counter filled (used to pay for prints in the department and the print center)
- personal process blog (use the same blog for all courses. label posts for this class “act”)
- flash drive & back-up hard drive
- steel ruler
- xacto knife
- spray mount, studio tac, or rubber cement
- your usual mark-making tools – pens, markers, pencils, etc.
texts
none required
recommended:
- type & image by philip meggs
- visual communication from theory to practice by jonathan baldwin and lucienne roberts
- visible signs by david crow
- going to the library in general
other
a subscription to adobe muse will be required later in the semester, which runs $25 a month. the total should end up being $75. stay tuned for details.
sophomore year-end review: spring semester
at the completion of sophomore year you will have the opportunity to verbally and visually demonstrate your design abilities. you will show select process and projects from both fall and spring semesters. faculty and other invited guests will provide feedback regarding your strengths and weaknesses and what to work on during summer break. your performance in review will be factored in to your final course grade.
process blog
Consistent contribution to a personal blog is required. Use the same blog across all studios, for all semesters. Label each post by course name for evaluation. This documentation consists of ideation/sketches, iterations/process, research/visual inspiration, written descriptions/reflections & final portfolio documentation. Process posts are accessed on the quantity and quality of content. Missing, unprofessional or paltry documentation will receive a 0 for the “process” portion of the grading criteria. Late documentation is not accepted. Your thoughtful and brief responses to required readings, online crits, discussion topics and find+share’s will count towards your “participation” grade. The quality of your writing and visual documentation will be graded. (proof read!)Special attention will be paid to the visual quality of final project documents, as they typically form the basis of one’s portfolio.
