15 credits at level HE5
This module builds on the skills and expertise developed in the Introduction
to Visual Communications module and introduces some new skills and
terms. Emphasis will be placed on working creatively within the medium
assisted by understanding historic and contemporary methods of products
and processes within visual communications. You will work with peers with
a focus on working within a multiplatform team under the direction of your
tutors to complete the visual communications aspect of a brief.
• Introduction to the creative elements of production
Compare, contrast and critique historical and contemporary design
aesthetics; understanding how the past informs the present; strategies
for gaining inspiration for tackling visual communication problems;
building useful reference libraries; branding and identity; taxonomy of
trademarks; visual cohesion; consistency; understanding and selecting
graphic genres and styles; sourcing resources; creative strategies for
dealing with the photographic image; legibility of information; grid
structures in visual communication; taking inspiration from other
disciplines and applying it to multiplatform production where relevant.
• Technical Skills Area
Non destructive editing of images, adjustment layers; contrast
correction; colour correction; colour manipulation; sharpening; creative
toning; output resolution; cropping and resizing; layer masks; cutouts;
basic colour profiles; retouching, cloning and repairing; blending; opacity;
channels; pathfinder; clipping masks; advanced scanning.
• Transferable skills and PDP
e-PDP; refection on experiences; action planning; planning work
schedules; self management; working with others as part of a team,
pitching skills; giving a presentation; health and safety.
This module will be delivered through practical face-to-face sessions. You
will attend lectures, seminars, workshops and work on case studies and
give presentations. For your assessment, you will participate as a member
of multiplatform production team and produce the visual communications
elements of a product or service for a live brief. The brand, identity and the
delivery mechanism for the product or service will be decided upon by
tutors who will direct and manage the production of the product or service.
You will make a range of production choices and creatively interpret the
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Understand the creative processes at work within the production.||1.1 Explain and justify the creative choices you and your team have made when carrying out a given production brief.|
|2.||Know how to work effectively as a part of a production team.||
2.1 Work effectively as a part of a multiplatform production team.
|3.||Know how to work safely as a part of a production team.||3.1 Devise a suitable risk assessment for your tasks and work safely as a part of a multiplatform production team.|
|4.||Demonstrate technical skills in your specialist skill area.||
4.1 Use the advanced features of software to produce technically competent visuals.
4.2 Create designs that can only be achieved using advanced software techniques.
4.3 Produce technically competent design solutions to a given brief.
|5.||Be able to analyse problems when making productions and find ways to overcome them.||5.1 Analyse the problems you encountered in your production work and how you overcame them.|
|6.||Evaluate you working practices and devise an action plan for improvement.||
6.1 Evaluate your working practices in terms of skills and team working and devise an action plan for improvement.
6.2 Comment critically on how the work you have undertaken relates to theoretical concepts covered in the module.
Your achievement of the learning outcomes for this module will be tested as follows:
Before taking this module you must have successfully completed the following:
No restrictions apply.
Anon (2009) Creative Review: The best in Visual Communication.
Available http://www.creativereview.co.uk/ Last accessed 29th May
Anon, (2009) Design Week. Available, http://www.designweek.co.uk/
Last accessed 29th May 2009
Anon. (2009) AIGA: the professional association for design, Available,
http://www.aiga.org/ Last accessed 29th May 2009.
Baldwin, J and Roberts, L. (2006) Visual communication: from theory to
practice. Lausanne: AVA
Bierut, M, Drentell, W, Helfand, J.(2009) Design Observer: writings on
design and culture. Available, http://www.designobserver.com Last
accessed 29th May 2009
Crow, D. (2007) Visible signs: An introduction to semiotics. Worthing:
Dabner, D. (2004) Graphic design school: the principles and practices
of graphic design. London: Thames & Hudson
Gill, B. (2003) Graphic design as a second language. Mulgrave, Images
Hall, S. (2007) This means this, this means that: a user's guide to
semiotics. London: Laurence King
Meggs, P, Alston W and Purvis (2006) Meggs' history of graphic design.
Michalko, M. (2001) Cracking Creativity. Berkeley: Ten Speed Press.
Michalko, M. (2006) Thinkertoys: A Handbook of Creative-thinking
Techniques. Berkeley Calif: Ten Speed Press
Miller, A. and Brown, J.M. (1998) What logos do and how they do it.
Mollerup, P. (1998) Marks of excellence: the history and taxonomy of
trademarks. London: Phaidon
Newark, Q. (2002) What is graphic design? Mies: Rotovision
Samara, T. (2007) Design elements: a graphic style manual. Mass:
Visocky O'Grady, J and Visocky O'Grady, K. (2006) A designer's
research manual: succeed in design by knowing your clients and what
they really need. Mass: Rockport
Washington, J (2009) A collection of online student graphic design
resources. Available, http://delicious.com/uni.bolton Last accessed 29th
|Host Subject Group:||Theatre and Film Studies|
|User Name||Date Accessed||Action|