M342 Visual Communication Module Synopsis The module explores the relationship between the written word and imagery in communication. Students will learn how information is a tool that can be designed and manipulated to enhance the way it is received by the audience. A graduate of this module will see how selective use of visuals will impact the creative work’s ability to inform, persuade and entertain. Module Learning Outcomes Graduates of M342 will be able to -
Understand the nature of visual communication and how it relates to production of meaning in the world that they live in. Design information visually for a variety of media and technical documents, thereby improving communication with their intended audience. Select appropriate visuals in their creative works that will suit the different purposes in informing, persuading and entertaining their audience.
Module Syllabus Lesson Module Coverage
1
“Representation” of data
Time Allocated Per Day (One Day-One Problem PBL Pedagogy) Resource Discussion Gathering Formal Lab in Study and Team Experiment Cluster Work 4 2 0
Exercise logical and careful considerations in representing information visually by: - Identifying the idea to be communicated visually; - Identifying the context where this communication occurs; - Identifying the audience and considering its requirements for information; - Identifying different sets of information in the available data; - Identifying relationships between these sets of information; - Determining which relationships to use that would communicate the idea visually and effectively; - Determining the visual form (ie 1
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2
Perception -
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3
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5
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0
4
2
0
4
2
0
4
2
0
Able to discuss the application of lines, shapes and typefaces in print, on screen and online media. Able to manipulate lines, shapes and typefaces in design, so as to facilitate the communication of information for a variety of purposes.
Composition -
2
Able to understand the use of a storyboard in different contexts. For example, in advertising, movie-making. Able to convey an idea visually using a storyboard for the purpose of informing and/or persuading. Able to apply concepts in picture composition such as visual sequencing, motion and progression, foreground/background, framing and perspective.
Composition -
4
Able to use psychological concepts, such as the principles of proximity, similarity, closure, continuity, figure/ground to explain how people make sense of visual information. Able to apply some of these principles to design a visual for communicating information.
Composition -
4
graph, a table, chart, a drawing, an illustration etc) to represent the idea. Able to design an information graphic to represent the required information.
Able to apply the concepts of balance, contrast and placement in designing a visual product for communicating information. Able to discuss key principles of 2
good format or layout design in print. 6
Communication -
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7
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8
2
0
4
2
0
4
2
0
4
2
0
Able to define their target audience using demographic and psychographic data. Able to understand the use of mental association in visual communication. Able to deliver effective visual messages by making use of demographic and psychographic data and techniques in mental association.
Perception -
4
Able to apply the concepts of wayfinding and waymarking in understanding how information can be organised visually. Able to create/use visual cues and visual markers for different target audience and for different purposes (for e.g. directories, signage, maps, etc). Able to apply these concepts to analyse a location map/signage developed for specific types of audiences.
Communication Able to understand what are visual metaphors, and what makes effective metaphors, ie. putting two ideas that are minimally related yet mildly incongruous in order to communicate a message. Able to apply their understanding of visual metaphors to effectively communicate impactful and meaningful messages for the audience.
9
Composition -
Able to apply knowledge on the human sensory system and the needs of visually impaired to explain challenges that this audience faces in receiving and making meaning of 3
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10
Consumption -
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11
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13
0
4
2
0
4
2
0
4
2
0
Able to interpret visual messages delivered in screen media (TV, video, digital animation etc) by reflecting on their own experiences, purposes of the messages and the contexts in which the messages are created. Able to critically analyse how screen media delivers visual messages to their intended audience through methods such as sequencing, analogical thinking, editing, and positioning of images.
Composition -
2
Able to critically evaluate the use of “rule of thirds” and “point of view” (angle) in photographic composition. Able to compose a photograph for the purpose of communicating visual messages to the intended audience either by using the “rule of thirds” and/or “point of view” (angle); or other guidelines in photography.
Communication -
4
Able to understand that visual marketing is in essence about persuasion through the use of visuals. Able to understand that visual marketing makes use of visual strategies and psychology to achieve its purpose. To understand how the components of visual marketing come together in order to elicit a response, usually one of action, from the viewer.
Composition -
12
visual information. Able to examine the feasibility of implementing “universal design” in designing information materials for people with normal vision and people with visual impairment.
Able to determine how inappropriate 4
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14
Communication -
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15
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4
2
0
4
2
0
4
2
0
Able to apply their understanding of connotations and denotations, within the context of the interplay between image and text, in creating persuasive visual messages. Able to apply their understanding of how text helps to make the meaning of images clearer in order to deliver more persuasive visual messages. Able to apply their understanding of multiple meanings in and between text and images so as to convey more persuasive visual messages.
Composition -
16
usage of visual and textual elements in designs could potentially distract the attention of the intended audience and affect the effective delivery of the visual message. Able to display their considerations in reducing visual clutter and junk in their designs, so as to improve communication with their intended audience.
Able to apply their understanding of how colour is used in design principles, such as placement, contrast, balance and other visual elements. Able to apply their understanding of how colour is used in consumption in visual communication, through the use of concepts explored in visual metaphors and visual marketing, such as symbolism, establishing mood etc
Wrapping Up Able to evaluate the effectiveness and appropriateness of a piece of visual communication; using considerations in audience, symbols and signs, human perception, design principles and purpose.
5
Sub-Total Grand Total
64 hours 96 hours
32 hours
0 hours
6
