GRD141 Applied Design Principles and Techniques

The basic techniques and dynamics of visual communication form the basis of the module. The module explores some of the mechanisms, such as semiotics, that assist the student to understand the visual communication processes. A variety of projects and exercises are set in order to develop a visual intelligence and literacy where the methodology and processes are more important than the over-reliance of technical outcome. The relationships of practice and theory and the processes employed as a communication tool are references for project work. 

The work in the developing field of graphic communication directs students to a wider range of references where communication and graphic language, the aesthetics of typography and the dynamics of visual form are recognised and explored as well as references to the processes of information design as well as the applications it has in a variety of subject areas such as advertising and graphic design. 

The module forms the basis and principles of communication as well as setting a ‘programme tone’ of graphic enquiry, exploration and self reflected study which the student is encouraged to consider throughout the programme. 

Students will explore the basis of a visual graphic language through a schedule of exercises and design methodology aimed at encouraging an understanding of the process involved in graphic designing and a criteria on which design decisions and solutions may be made. A personal and independent exploration and evaluation of communication, graphic evaluation, typographic contexts, visual analysis and image generation is encouraged through the development of the module journal in which the student is asked to reflect on the outcomes of their own