Course Details
Subject {L-T-P / C} : PA4015 : Visual Communication { 3-1-0 / 3}
Subject Nature : Theory
Coordinator : Dr. Deepanjan Saha
Syllabus
Module I: Defining communication in design Introduction to various modes of non-verbal communication: signs, symbols, imagery, and metaphor Introduction to reductive logic in graphic design Interpretation and visual/iconic representation of various ideas, emotions, and human activities.
Module II: General concepts of semantics and communication theory, information graphics, visual ergonomics and human perception, and photo communication Understanding the relationship between syntactic, semantics, and pragmatics of visual language Introduction to visual cognition, psychological responses to art and art appreciation Basic visual principles for visual layouts Introduction to Gestalt laws of perception, the law of prägnanz, similarity, proximity, symmetry, and order, figure and ground, continuity, closure Application of Gestalt principles in communication design.
Module III: General concepts of visual culture study of the relations of culture and communication design Explore and investigate everyday visual communication environments and establish the cultural logic of its making.
Module IV: Tutorial: Develop a graphic narrative by exploring visual elements Design outdoor signage, advertisement, and typography to explore the implementation of visual communication principles.
Course Objectives
- To explore visual communication design through its elements, composition, abstraction, and narratives.
- To sensitize the students to the importance of non-verbal communication as an integral part of architecture.
Course Outcomes
1. An ability to use techniques, skills, and technology for architectural practice <br />2. An ability to communicate effectively <br />3. An ability to function on multidisciplinary teams <br />4. An understanding of professional and ethical responsibilities
Essential Reading
- Smith, Ken [Ed.], Handbook of visual communication: theory, methods, and media, Lawrence Erlbaum Associates, New Jersery , 2005
- Davis, M. and Hunt, J., Visual Communication Design: An Introduction to Design Concepts in Everyday Experience, Bloomsbury, Sydney , 2017
Supplementary Reading
- Baldwin, J., Lucienne. R., Visual Communication, from theory to practice, AVA Publishing SA , 2006
- Williams, R., Newton, J., Visual Communication: Integrating Media, Art, and Science, Routledge , 2007