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; Kvasnytsia Roksoliana Bogdanovna, senior teacher; Olha Merie, Ph.D. in Architecture, Assistant Professor
Semester: 3 семестр
Mode of study: денна
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: 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.
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%.
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.