Course

Unit I

Introduction to Visual Language 

Overview of visual communication- Basic elements of design: line, shape, colour, texture, space- Historical and cultural context of visual language

Unit II

Principles of Visual Composition

Composition techniques and principles- Balance, emphasis, contrast, rhythm, unity- Gestalt principles in design

Unit III

Typography and Layout

Introduction to typography- Typographic principles and terminology- Layout design principles

Unit IV

Visual Communication in Digital Media

Introduction to digital tools for visual communication- Composition preferences for web and social media platforms.

Unit V

Application and Critique

Applying visual language principles to design projects- Critiquing visual compositions- Iterative design process and refinement. Understanding of visual language concepts and their application in real-world scenarios.

This course is an introduction to the fundamental principles of visual communication and design, encompassing theoretical study and practical exercises. Students will explore into the visual language, examining how elements like line, shape, colour, texture, and space convey meaning across various mediums. Through hands-on projects including poster design, logo creation, and layout composition, students will apply design principles in practice. They will also analyze and critique historical and contemporary examples of visual communication to cultivate a critical understanding of effective design. The course culminates in the development of a final project, demonstrating students’ comprehension of visual language principles and their ability to communicate ideas visually.

Course Outcome (CO):

By the end of this course, students will be able to:

CO1–

Outline the basic principles of visual communication and design.

CO2-

Classify and critique visual compositions, identifying strengths and weaknesses.

CO3-

Apply fundamental design elements such as line, shape, colour, texture, and space effectively.

CO4-

Demonstrate proficiency in communicating ideas visually to target audiences.

CO5-

Compare the historical and cultural influences on visual language.

CO6-

Create visually compelling designs utilizing various techniques and tools.

CO-PO Mapping:

Suggested References:

1. “Design Basics” by David Lauer and Stephen Pentak
2. “The Visual Story: Creating the Visual Structure of Film, TV and Digital Media” by Bruce Block
3. -Ellen Lupton
4. “Designing Brand Identity: An Essential Guide for the Whole Branding Team” by Alina Wheeler
5. “The Elements of Typographic Style” by Robert Bringhurst
6. “Grid Systems in Graphic Design: A Visual Communication Manual for Graphic Designers, Typographers, and Three Dimensional Designers” by Josef Müller-Brockmann
7. “The Non-Designer’s Design Book” by Robin Williams
8. “Don’t Make Me Think: A Common Sense Approach to Web Usability” by Steve Krug
9. “Graphic Design: The New Basics” by Ellen Lupton and Jennifer Cole Phillips
10. “Critique Handbook: The Art Student’s Sourcebook and Survival Guide” by Kendall Buster and Paula Crawford