Lecture 2 hours/week
Lab 2 hours/week
Some or all of the following methods will be used:
- lecture/discussion
- group work
- peer review
- independent research or project
- instructor feedback on students’ work
- individual consultation
- presentation (individual or group)
1. Principles of Visual Perception
Students will become familiar with basic principles including
- form, as defined by shape and depth
- figure/ground relationships (positive and negative space)
- visual dynamics
- balance (symmetry and asymmetry)
- composition and framing
- visual weight (importance), including subject matter, value, shape, structure, colour, location, depth,
- size, texture, and isolation
2. Evolution of Visual Communication
Students will consider the evolution of visual communication and its characteristics, including
- writing systems (with an emphasis on the differences between ideograms and phonetic alphabets)
- symbols, glyphs, icons, and logos (with reference to semiology and an examination of the advantages and constraints of symbology)
- pictorial analysis and critique
- colour (with an analysis of expectations and choices, an introduction to colour terminology, and an assessment of physical, cultural, and political responses)
3. Contemporary Iterations of Visual Communication
Students will identify and discuss contemporary formal and vernacular iterations, such as
- corporate identity programs
- information design
- data visualization
- branding (including body decoration/tattooing)
- graffiti (tagging)
Students who successfully complete this course will be able to
- identify and understand a wide range of visual principles and techniques
- assess imagery and design within varied forms of media
- evaluate visual content from physical, cultural, and social perspectives
- compare and contrast the effectiveness of visual communication with text, oral, audio, and kinetic media
- identify, understand, and discuss distinct visual practices (for example, digital versus embodied media)
- analyze and discuss new developments in visual communication
- critique visual media analytically and persuasively, and communicate clearly and competently their views and opinions
Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.
Instructors may use a student's record of attendance and/or level of active participation in the course as part of the student's graded performance. Where this occurs, expctations and grade calculations regarding class attendance and participation will be clearly defined in the Instructor Course Outline.
Assessment will be based on course objectives and will be carried out in accordance with the ÁñÁ«ÊÓƵ Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.
Example evaluation schedule:
| Presentation: Image analysis | 20% |
| Photo essay | 20% |
| Midterm exam | 20% |
| Essay or project | 30% |
| Attendance/professionalism/participation | 10% |
| Total | 100% |
A list of required textbooks and materials is provided for students at the beginning of the semester. Example texts include:
- coursepack of required readings
- Harry Jamieson, Visual Communication: More Than Meets the Eye
Acceptance into the Post-Degree Diploma in Professional Communication
OR
Acceptance into the Post-Baccalaureate Diploma in Digital Marketing
OR
A minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher
OR
Permission of the Professional Communication Program Coordinator
None
None