Visual Communication (Graphic Design) - پردیس بین المللی کیش
University Of Tehran
Kish International Campus
Master Program in
Visual Communication (Graphic Design)
Introduction
The Master degree program in Visual Communication (Graphic Design) draw on a strong foundation in the fine arts and a deep understanding of social and cultural influences on visual communication. Graphic design is an interdisciplinary field. The most successful graphic designers are excellent communicators, have strong empathy for others' needs and ideas, and complete their work efficiently and in a timely manner. Graphic designers develop visual ideas and turn them into digital and web-based products that educate and engage viewers. Designers may create brochures, infographics, and brand logos, and many choose a specific niche, such as education or fashion. Graphic designers may work in a variety of settings, including nonprofit organizations and major corporations.
Curriculum
The Master of Visual Communication (Graphic Design) requires completion of 32 credits, with 22 credits in the core courses and 4 credits of elective courses. The program requires completion of a thesis of 6 credits. Admitted students may need to complete a few credits of leveling courses which prepare such students for success in the Master of Visual Communication (Graphic Design), these courses do not count toward the degree.
A minimum GPA of 14 over 20 must be maintained for graduation.
Leveling Courses (not applicable to degree)
The Masters in Visual Communication (Graphic Design) assumes a B.Sc. degree in related fields. However students holding any other undergraduate degree will be required to complete the leveling courses that are designed to provide a background for the Master courses. These leveling courses are not counted for graduate credit towards Master degree in Visual Communication (Graphic Design).
Leveling courses: Up to 6 credits may be required
| Course | Credits | Hours | ||||
| Theory | Practice | Total | Theory | Practice | Total | |
| Visual communication studio 3 | 1 | 2 | 3 | 16 | 64 | 80 |
| Foundations of Visual Arts (1) | 2 | 1 | 3 | 32 | 32 | 64 |
| Foundations of Visual Arts (2) | 1 | 2 | 3 | 16 | 64 | 80 |
| Basic Sketching 1 | - | 3 | 3 | - | 96 | 96 |
| Basic Sketching 2 | - | 3 | 3 | - | 96 | 96 |
| Analysis and Assessment in Graphic Arts | 2 | - | 2 | 32 | - | 32 |
Core Courses: 9 courses required, 22 credits
| Course | credits | hours | Prerequisites | ||||
| Theory | Practice | Total | Theory | Practice | Total | ||
| Analysis and Assessment in Graphic Arts | 2 | - | 2 | 32 | - | 32 | - |
| Method of Research in Visual Arts | 2 | - | 2 | 32 | - | 32 | - |
| Graphic and New Arts | 2 | - | 2 | 32 | - | 32 | - |
| Design Grammar | 1 | 2 | 3 | 16 | 64 | 80 | - |
| Image Idiom and Expression | 1 | 2 | 3 | 16 | 64 | 80 | - |
| Typography Studio | 1 | 2 | 3 | 16 | 64 | 80 | Image Idiom and Expression |
| Illustration in Graphic Arts | 1 | 2 | 3 | 16 | 64 | 80 | Typography Studio |
| Digital Graphics | - | 2 | 2 | - | 64 | 64 | - |
| Environmental Graphic Design Studio | - | 2 | 2 | - | 64 | 64 | - |
Elective Courses: 4 credits required
| Course | credits | hours |
| Presentation skills | 2 | 48 |
| Printing technology and Proof management | 2 | 48 |
| Graphic Design and Integrated Marketing | 2 | 64 |
| Communicology | 2 | 48 |
Thesis: 6 credits
The research and practical work for the thesis is supervised by one or two of the department members. The thesis must be written and defended within the second calendar years after admission into the Master program. The Thesis Committee will consist of a Chair and at least two other academic referees.
Course contents
Analysis and Assessment in Graphic Arts
Content analysis of visual images
Approaches to analysis in visual design
Seeing beyond belief: Cultural Studies as an approach to analyzing the visual
Practices of seeing visual analysis: an ethno methodological approach
Analyzing Balance, Shape, Form, Space, Light, Color, Dynamics and Expression
References
1- Handbook of visual analysis, Theo van Leeuwen and Carey Jewitt Ed., SAGE Publications, London, 2004.
2- Art and Visual Perception, Second Edition: A Psychology of the Creative Eye, Rudolf Arnheim, University of California Press, Berkely, 2004.
Research Methods in Visual Arts
Introduction to research in Art and Design
The research process – What? Why? How? So what?
A route map: the importance of methodology
Mapping the terrain: methods of contextualizing research
Critical thinking and response: key generic skills
Orienting and situating research
Crossing the terrain: establishing appropriate research methodologies
Methods of evaluation, analysis and interpretation
Recognizing new knowledge and communicating research findings
References:
- Visualizing Research, a Guide to the Research Process in Art and Design, Carole Gray and Julian Malins, Ashgate Publishing Limited, England, 2004.
- Design Studies, Theory and Research in Graphic Design, Audrey Bennett, Ed., Princeton Architectural Press, New York, 2006.
Graphic and New Arts
Radical art history: back to its future?
Capitalist modernity, the nation-state and visual representation
Subjects, identities, and visual ideology
Structures and meanings in art and society
Searching, after certainties
The means and ends of radical art history
Field Recordings
Adversarial Thoughts
Music for Markets
The Graphic Equalizer
Form vs. Function
Light Turning
Skilling Saws and Absorbent Catalogs
References:
- The new art history: a critical introduction / Jonathan Harris, Routledge PUBLISHER, London, 2001
- Volume: writings on graphic design, music, art, and culture, By Kenneth FitzGerald, 2010 Princeton Architectural Press, New York
Design Grammar
Space is emptiness
Symmetry and asymmetry
The historical development of space: Six Timeline
Unity and space
The seven design components
How to use the seven design components
The page as visual structure
Connecting elements and pages
Three-dimensional space
Listening to type
Typographic technicalities
Display type
Text type
References:
- The Elements of Graphic Design, Alex W. White, Allworth Press, New York, 2011
- Design elements: a graphic style manual: understanding the rules and knowing when to break them, Timothy Samara, Rockport Publishers, Massachusetts, 2014
- Universal Principles of Design, William Lidwell, Kritina Holden, Jill Butler, Rockport Publishers, Massachusetts, 2010
Image Idiom and Expression
Debunking the Creative Myths
Creating Purposeful Design
Achieving Order through Systems
Introducing the Design Method
Gaining Understanding: The Discovery Stage
Determining Course: The Planning Stage
Working with Ideas: The Creative Stage
Making Design Real: The Application Stage
Presenting Work to Clients
Bringing Order to Your Practice
References:
- The Design Method, A Philosophy and Process for Functional Visual Communication, Eric Karjaluoto, New Riders Publishing, USA, 2014.
- An Introduction to Communication Studies, Steinburg, Sheila, Cape Town, Juta and Co. 2007.
Typography Studio
The Evolution of Typography
The Anatomy of Typography
Legibility
The Typographic Grid
Syntax and Communication
The Typographic Message
The Evolution of Typographic Technology
Typography on Screen
Typography in Time and Motion
References:
- Typographic design: Form And Communication, Rob Carter, Philip B. Meggs, Ben Day, Sandra Maxa, Mark Sanders, 2015 by John Wiley & Sons, Inc. NewJeresy.
- Typographic System of Design, Elma Kimberly, Princeton Architectural Press, 2007.
- The Elements Of Typographic Style, Hartley & Marks Publishers, Vancouver, 2004
Illustration in Graphic Arts
The Conceptual Process
Brainstorming and Creative Processing
Research and Illustration
Objective and Analytical Development
Externalization of Ideas and Freedom of Expression
THE NATURE OF IMAGERY
Visual Language
Visual Intelligence
Visual Metaphor
Conceptual Imagery and Surrealism
THE ROLE OF ILLUSTRATION
Documentation, Reference and Instruction
An Overview of Illustration for Information
An Overview of Editorial Illustration
An Overview of Illustration for Narrative Fiction
Advertising Illustration in Practice
Illustration and Design
CONTEMPORARY AND FUTURE PERSPECTIVES
The Illustrator as Scientist and Cultural Historian
The Illustrator as Journalist and Commentator
The Illustrator as Author of Fiction
References:
- Illustration: A Theoretical and Contextual Perspective, Alan Male, Bloomsbury Visual Arts, 2017
- Sequential Images, Mark Wigan, AVA Publishing, 2008
Digital Graphics
PROBLEM SOLVING AND THE DIGITAL PROCESS
Computer Applications Used in Design
Software Applications for Graphics
ABSTRACTION THROUGH SIMPLIFICATION
Introduction to Abstraction
Four Basic Methods of Abstraction
Using Basic Shapes to Create the First Design
ABSTRACTION THROUGH REPETITION
Conceptual Process
Production Process
FIGURE ABSTRACTION AND NONOBJECTIVE SHAPE
DESIGN PROJECT: VALUE
DESIGN PROJECT: COLOR AND COLOR THEORY
DESIGN PROJECT: TYPE FACE DESIGN
DESIGN PROJECT: DIGITAL MONTAGE/COLLAGE
References:
- VISUAL DESIGN FUNDAMENTALS: A DIGITAL APPROACH, ALAN HASHIMOTO, MIKE CLAYTON, Course Technology PTR, Boston, 2009
- Digital Design, Mano Morris, Michael Ciletti, Prentice Hall, 2012
Environmental Graphic Design Studio
What Is Environmental Graphic Design (EGD)?
The Design Process Applied to EGD
Overview of the Signage Pyramid Method
The Information Content System
Pictorial Information Content
Signage Master Plans
The Graphic System
Typography Overview
Overview of Sign Graphic Application Processes
References:
- A Complete Guide to Creating Environmental Graphic Design Systems, Chris Calori, David Vanden-Eynden, John Wiley & Sons, Inc., New Jersey, 2015
Presentation skills
Becoming a Skilled Presenter
Attributes of Good and Bad Presentations
Presentation Anxiety and How to Tame
Key Steps in Shaping Your Presentation
Openings and Closings in Presentation
Interaction and the Adult Attention Span
The Powerful Impact of Stories
Using (Without Misusing) PowerPoint
Preparing to Present
Presenting with Confidence
Presenting to Management
Presenting to Customers
Presenting to Your Team
Presenting at Conferences
Presenting Webinars
References:
- Presentation Skills for Technical Professional, Naomi Karten, IT Governance Publishing, Cambridge, 2010
- Presentation Skills Training, Christee G. Atwood, ATD Press, Alexandria, USA, 2017
Printing Technology and Proof Management
The Graphic Print Production Flow
Planning Graphic Print Production
The Computers and Communication Networks
Creating Effective Color Management
Color Management in Practice
Manipulation of Digital Images, Cameras and Scanners
Image Editing and Quality
Adjusting the Image for Printing and the Web
Layout Work
Images in Layout
Color in Layout
Typefaces, Fonts, and Typography
Proofing
Proofing and Contract Proofs
Choosing the Right Paper for Printing
Different Printing Techniques
Different Types of Finishing and Binding
References:
- A Guide to Graphic Print Production, Third Edition, Kaj Johansson, Peter Lundberg, and Robert Ryberg, John Wiley & Sons, Inc. New Jersey, 2011
- Sustainable Graphic Design, Tools, Systems, and Strategies for Innovative Print Design, John Wiley & Sons, Inc. 2010
Graphic Design and Integrated Marketing
Finding the Mission and Marketing Message
Finding Clients
Sales Strategy
Effective Promotion Materials
Portfolio Presentations
Pricing and Negotiating
Time and Stress Management
Networking Works
When is Advertising the Right Tool?
Public Relations Strategy
Direct Marketing with a Personal Touch
Marketing with your Web Site
Writing Your Marketing Plan
References:
- The Graphic Designer's Guide to Marketing, Maria Piscopo, Allworth Press, New York, 2004
- Communications Writing and Design, John DiMarco, JohnWiley & Sons, NJ 07030, USA, 2017
Communicology: Communication Process
Finding Common Ground
Setting the Agenda: Focusing on What Really Matters
Clarifying Focus and Objective
Making New Ideas Salient
The Elusive Art of Meaning Making
How Language Creates Meaning
Creating Meaning with Stories
Spark the Action You Want to See
Managing Fear
Managing Ambivalence
Learning from Feedback: It's Not Over ‘til it's over
References:
- Breakthrough Communication, Harrison Monarth, McGraw-Hill Education, 2014
- Technical Communication: Process and Product, Seventh Edition, Sharon J. Gerson and Steven M. Gerson. Prentice Hall, 2012