AD102 Ideas Generation in Visual Communication Section 1: General Information




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AD102 Ideas Generation in Visual Communication



Section 1: General Information




    1. Unit administrative details



Name of Unit

HE Award(s)

Duration

Level


AD102

Ideas Generation in Visual Communication

Bachelor of Applied Design (Branded Environment)

Bachelor of Applied Design (Communication)

Bachelor of Applied Design

(Digital Media)

12 weeks

100



1.2 Core or elective unit


Core unit


1.3 Unit weighting



Unit Weight

Total course points

10 credit points

240 credit points



1.4 Student workload

The expected student workload per week for this unit is:



No. Timetabled hours*

No. Personal study hours**

Total workload hours***

4

6

10



* Total time spent per week at lectures, tutorials, clinical and other placements.
** Total time students are expected to spend per week in studying, completing assignments.
*** That is, * + ** = workload hours.


1.5 Mode of Delivery


Face-to-face


1.6 Pre-requisites


There are no pre-requisites for this unit.


Section 2 – Academic Details


2.1 Student learning outcomes



On successful completion of this unit students will be able to:

  1. Demonstrate their understanding of the key concepts in ideas generation

  2. Analyse visual composition theory using given classifications/principles

  3. Evaluate and critique the visual communication work of self and others

  4. Explore technologies for ideas generation and identify the appropriateness and use of these

  5. Develop a design outcome that reflects proper application of concepts used in ideas generation.



2.2 Unit content and structure



This is a core unit in the suite of Billy Blue Bachelor of Applied Design courses.

This unit examines the way ideas are generated in the context of visual communication. Students will explore concepts of assimilation, synthesis and transformation to develop an understanding of communication design and how this impacts on reflective design practice.

A foundation language of experimentation, risk-taking and problem solving in forms of visual communication is introduced, combined with theories of ideas generation and their transformation into a visual outcome.

In addition, students will investigate a variety of methods and techniques to understand visual communication forms through studio exploration with analysis through group interaction in tutorial.

Students are required to propose their design approach, visualise a design based on their written proposal then critically reflect and assess design outcomes.


Indicative topics and when they will be discussed are outlined below.



Unit Structure


Week

Topic

Assessment Task

Week 1:

Key concepts in ideas generation,

basic visual concepts - dot/line (CD focus)




Week 2:

Lateral thinking, executing strong ideas,

basic visual concepts – form & shape (BE focus)




Week 3:

Mind mapping, executing strong ideas,

basic visual concepts - abstraction/non-objective
(DM focus)




Week 4:

Effective copy, the design process,

basic visual concepts – balance: symmetry/asymmetry (CD focus)




Production week




Week 5:

Understanding your target market,

basic visual concepts - hierarchy/scale (BE focus)




Week 6:

Asking questions to achieve original solutions,

basic visual concepts – visual categories (DM focus)




Week 7:

Guest lecture inspirational case study,

interim critique

Assessment Task 1

Week 8:

How creatives work, presentation skills for maximum impact

basic visual concepts – repetition/pattern/texture




Production Week




Week 9:

The production process,

basic visual concepts - contrast




Week 10:

Presentation skills,

basic visual concepts – dominance/unity




Week 11:

Class presentations

Assessment Task 2

Week 12:

Group critique and review

Assessment Task 3




2.3 Teaching methods/strategies



The unit will be delivered via four hours per week in a combination of face-to-face lectures, tutorials and studio practice.



2.4 Student assessment



Assessment Type

When assessed

Weighting

Purpose

Task 1


Process Book



Week 7

40%

Each student is required to write and produce a document that contains approximately 700 words of copy that collates, explains and demonstrates their participation in the exercises and workshops during the semester. The document should demonstrate the principles of good design and layout and contain a bibliography.


This assessment addresses student learning outcomes 1 – 5

Task 2


Visual & experiential identity

Week 11

40%

Each student will be required to produce a visual concept that employs idea generation and visual methods explored during the workshops and lectures. Students will work in groups for this assessment.


This assessment addresses student learning outcomes 1 – 5

Task 3


Group critique and reflection


Week 12

20%

This task requires students to participate in group critiques and reflections on the visual outcomes developed. Students will be assessed on their participation in the critique of the work of others and in their reflections and responses to critiques of their work.


This assessment addresses student learning outcome 3



2.5 Prescribed and recommended readings



Prescribed texts

Wallschlaeger, et. al. (1992) Basic Visual Concepts and Principles – For artists, architects and designers, McGraw Hill

McAlhone, B. and Stuart, D. (1998) A Smile in the Mind, Phaidon Press

Fletcher, A. (2001) The Art of Looking Sideways, Phaidon Press

Mono. (2004) Branding From Brief to Finished Solution, Rotovision


Recommended texts

Dondis, A. (1973) Primer of Visual Literacy, The MIT Press

Itten, J. (1986) The Color Star, Wiley

Laseau, P. (2000) Graphic Thinking for Architects & Designers (3e) John Wiley and Sons

Lauer, D. (1999) Design Basics, Wadsworth Publishing

Muller-Brockmann, J. (1984) The Graphic Designer and his Design Problems, Hastings House

Oldach, M. (2000) Creativity for Graphic Designers: A Real-World Guide to Idea Generation, North Light Books

Rand P. (1993) Design, Form, and Chaos, Yale University Press


eZines

www.aiga.org/

www.designobserver.com/

www.eyemagazine.com/

www.graphicdesignforum.com/

www.howdesign.com/

www.ideasfactory.com/


Websites

www.designinteract.com/

www.grantasticdesigns.com/glossary.html

www.graphic-design.com/

www.thedesignpractice.co.uk

www.visualsymbols.com/

www.were-here.com/ (design and development community)






© Application for Accreditation Billy Blue College 2008 Page

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