DES 101 - Principles of Visual Communication I


Description: Introduction to design as a language and process for creative thinking and realization. Explains design elements, principles, and typographic fundamentals for structured layouts. Studio work develops roughs into deliverables with iterative refinement and professional file preparation.

Prerequisites: ART 112 and (DES 100 or ART 137)

Credits: 3
Lecture: 1
Lab: 6

Course Content:
  1. Foundations of visual communication
  2. Application of elements of design
  3. Application of principles of design
  4. Layout strategies
  5. Visual hierarchy and focal points
  6. Typographic essentials
  7. Image type integration
  8. Introduction to grid systems and modular layouts
  9. Historical and contemporary references
  10. Design research
  11. Formal analysis vocabulary
  12. Formal elements and principles of design
  13. Professional presentation of visual concepts
  14. Critique

Learning Outcomes:
  1. Identify design elements and principles in significant visual artifacts. (2,3,10,11,12)
  2. Apply typography as a technical element in design solutions. (6,7)
  3. Analyze a brief to infer design purpose. (10)
  4. Construct grid-based layouts. (4,7,8)
  5. Produce roughs that test design effectiveness. (1,5,13)
  6. Develop deliverables through iterative refinement. (13,14)
  7. Prepare files according to established output specifications. (13)
  8. Use discipline-specific terminology to evaluate work. (9,11,14)

Required Assessment:
  1. Critique and evaluation of art and artifacts.

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