In this programme, students will be exposed to a well-balanced course of study encompassing the fundamental theories and the most up-to-date technical skills in design. In addition, students are required to put the knowledge and skills into practice in a variety of design exercises and projects. Underpinned by solid foundation of design, students will be introduced to more advanced design disciplines in visual communication such as Visual Identity System, Packaging Design, Advertising, Publication Design, Independent Research, Portfolio Design, Design Studio and more.
The curriculum will be delivered in a mix of teaching tactics ranging from lectures and seminars to tutorials and various assessment methods including assignments, presentations, research, and quizzes. Throughout the programme, emphasis will be put on the conceptual abilities and aesthetic sensibilities of the students. The main objective is clearly about enabling students to develop effective designs with strategic communication purposes.
Drawing for Designers This module aims to provide students with a range of fundamental of analytical and observational drawing techniques to develop conceptual drawing skills for visualization. The course will introduce principles of drawing technique and personal interpretations in drawing as well as examining line, tonal value, volume, spatial relationships and composition, form, texture, perspective and basic human anatomy. This will allow students to develop confidence in their visualization drawing skills as a means of visual communication.
Creativity and Problem Solving The module introduces the students the importance of creativity & problem solving in visual communication. Students will learn the necessary knowledge on how to integrate creative-problem- solving methods into the design process in order to generate effective design solution. Through key topics such as “Problem Defining” and “Idea Generation”, which includes various creativity techniques, the module will help students to approach design problem from fresh perspectives with the aim of increasing the quantity of fresh ideas. The essence of the module is to provide guidance to students on the creativity process of developing thinking patterns that foster creativity.
Design Principles The module introduces students to the basic elements and principles of design, their use and applications in solving various design problems. Students will gain familiarization with the visual interactions between design elements through theoretical and practical implementation of design principles and explore various media, develop critical ability and also to demonstrate an understanding of design principles through a series of visual communication exercises.
Colour for Designers This course provides an understanding, meaning and importance use of colour for graphic design. It covers topics on colour theory, research and effective combinations that are essential to apply colour for effective visual communication. Students will explore the principles, attributes, dimensions, harmonies and phenomena of colour. By understanding the language and meaning of colour from a social, cultural and psychological context, students can effectively manipulate colour in their design to convey the intended message to the right target audience.
Design History and Culture This module introduce students to the foundation of design history which encompasses the study, classification, and analysis of the key art movements in the early, late, and post modernism period. Student will gain familiarization with the historical background and signature visual style of some of the most influential art movements in visual communication such as Art Nouveau, Bauhaus, Art Deco, Swiss Style, Pop Art, etc.
Fundamentals of Typography This module aims to analyze and explore the fundamental knowledge and principles of typography. Students will be required to research on history of type and develop understanding on aesthetic, structure typeface letterforms and managing hierarchy of information in typographic context. By understanding the principles of typography, students should have the ability to improve the meaning of a message, explore various aspects of digital typography, express and communicate idea to improve the quality of design thought.
Digital Image Processing This module will introduce the fundamental aspects of image enhancement and manipulation with the use of imaging software such as Adobe Photoshop. Students will improve their visualizing technique and produce complex digital images, exploring technical and aesthetic aspects of the image manipulation processes such as digital image creation with an emphasis on photo-illustration, and hybrid illustration techniques, image capture, compositing, retouching, stylistic treatments, shading, and simulated three-dimensional imagery aspects of the manipulation processes most widely used in the visual communication industry.
Digital Photography The module aims is to provide students on the foundations of digital photography. Throughout these topics, students will be taught the importance of photography as an important visual element of communication as a medium of expression. This module will also encompass; photographic vocabulary, framing, composition, “rule of thirds”, lighting, texture, pattern, lines, depth of field, perspective, space and color. Students will be expected to demonstrate an ability to use the digital media and tools competency in their final photographic project.
Fundamentals of Page Layout This module will provide the students the opportunity to learn the anatomy of the page; fundamental layout principles, grids system and guides lines for placing elements within a design. Students will also learn the process of a page composition by placing and arranging text and graphic within a design and how these elements are positioned, both in relation to another within the overall design will affect the content to be viewed by the intended audience.
Digital and Applied Illustration This module will introduce students to develop their conceptual skills utilize thro’ advanced vector- based / digital illustration techniques such as; gradient meshes, blends, filters, custom brushes, symbols and masks. Concentrating on digital illustration, this module encourages students to experiment through drawing skills combined with computer illustration software to produce a dynamic body of work / vector graphics to create designs that clearly communicate ideas and information within Visual Communication and commercial context.
Graphic Print Production The aim of this module is to provide students the fundamental knowledge of pre-press workflow, printing processes and finishing techniques in print production. The course covers preparation of digital files for output and reproduction, colour management, colour separations, colour proofing, selection of paper materials, various printing methods and processes, production cost and other design considerations. Upon completion, students should be able to effectively prepare F.A. files and select appropriate production output methods for different design solutions.
Academic Research and Communication Skills This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills.
Identity System Design The module introduces the students to the function of visual identity system as part of the brand image development. Students will learn the basic approaches and essential knowledge of creating effective visual identity system, which contributes to generating and sustaining positive brand image. Students will also examine the relationship between visual identity system and the strategic brand development by means of research, study and analysis, which will culminate in the form of a brand manual.
Packaging Design This module aims to provide students the principle of packaging design and focuses on design phases from design concepts to three-dimensional forms. Students will explore on packaging design development processes, functions, materials, structures, production, printing methods and presentation purposes as well as economic, environmental and sustainability issues associating with packaging design. They will learn how to use principle and elements of designs, choice of materials and printing options to create packages that stand out as effective marketing tools.
Interactive Media Design The module provides participants with the knowledge and skills to create compelling, functional, engaging interactive and digital media design. Students will work on a variety of digital elements, including photography, illustrations, text, music, sound effects, animation and video creatively and explore technical possibilities with various Multimedia Authoring Softwares. This module will also enable the students to develop design thinking skill, user interaction experience and critical sensibility with emphasis on the roles and responsibilities of a graphic designer in this ever-changing industry.
Advanced Layout and Production This module will enable student to further their skills in layout design by emphasizing the creative use of visual and type. Students will develop further understanding of the relationship between the layout principles, hierarchy of elements and other compositional factors such as orientation, perspective, space, dimension, etc. The module also provides students the technical insights in both the pre-press and production stage of the design process. Upon completion of the module, the student will be more prepared to move on to the higher level of editorial/publication design.
Advanced Typography
Web Design Principles This module aims to introduce the basics principles of Web Design. The Students will be provided with the necessary knowledge and skills through practical exercises, lectures, demonstrations and examples. This module will also enable students to explore the process of Web Design from drafts to uploading of finalized design to the server (FTP). It will also encompass the implementation of the interface design to HTML, CSS and web standard. Upon completion of this module student will be able to understand and develop a Web Design Project.
Advertising Design Principles This module aims to introduce the basic principles and practice of advertising, familiar with the terminology used in advertising industries, and the functions of advertising in society. This module will examine various aspects of advertising, and its trends within societies; consumer behaviour, the creative process and the value of combining the coordinating of the various marketing communication tools to create maximum clarity.
Publication Design This module investigates design communication for professional publications and magazines design, with an emphasis placed on developing creative concepts for defined target audiences. Students will learn to work in a team to define style guides, create mastheads, generate content and maintain consistency throughout a major publication project. In this module, students will continue to build upon the knowledge and skills they gained in Fundamentals of Page Layout, Advanced Layout and Production, and Graphic Print Production.
Independent Research The module is to provide students the opportunity to develop a project of their choice from concept to print production under the tutorial guidance from lecturer. The project development will be carried out following the professional design working process which includes research, analysis, project planning, brief generation, ideation, design development, execution and implementation, etc. Students are required to manage the project independently with a professional and responsible manner. In addition, students are strongly encouraged to apply the knowledge and experience acquired from all previous modules.
Portfolio 1 This module aims to provide students the opportunity to conduct an intensive investigation of their design projects in order to develop a personal portfolio, which can reflect their competency in visual communication. This module will emphasize on the review and revision of assignments, creative self- assessment, portfolio preparation, resumes writing, and presentation skills for job interview. At the end of the module, students will acquire the necessary design training and practice to present themselves professionally for job employment opportunities.
Design Studio 1 – Design Project This module aims to provide students with a practical platform to experience the pace and demand of an actual graphic design studio. Students will produce comprehensive design project by strictly follow the standard professional practice which includes design process such as research, analysis, project planning, brief generation, concept development, presentation, execution and implementation.
Industrial Attachment This module aims to provide students with the opportunity to gain real-world industry experiences and professional practices in their chosen discipline. It allows students to establish connections, develop useful contacts, and gain industrial skills and an overall perspective of the discipline. The industrial attachment is intended to enhance students’ educational experience and prepare them for their careers.
Design Studio 2 – Design Project This module aims to provide students with a practical platform to experience the pace and demand of an actual graphic design studio. Students will produce comprehensive design project by strictly follow the standard professional practice which includes design process such as research, analysis, project planning, brief generation, concept development, presentation, execution and implementation.
Portfolio 2 This module aims to further prepare the students in developing their portfolio for job interview in the demanding and competitive graphic design industry. Students are required to review the results from their previous projects in Portfolio 1 and Industrial Attachment modules and refine their works to a higher level. Upon completion of this module, students will acquire the necessary design skills and experience to present themselves professionally for job employment opportunities.
