Welcome to VCE Visual Communication Design!UNIT 1 & 2This booklet is an overview of the learning and assessment tasks for Unit 1 and Unit 2.

You will be required to bring your Nelson textbook to each class.

You will also be given a timetable of due dates.

THE FOLIOAssessment of many of the Outcomes is based on a combination of classroom learning activities and major design tasks. All work completed for each Outcome should be presented for assessment. This may include handing in your sketchbook as well as work presented in a display folio. Both the sketchbook/development work and display folio come under the term, “THE FOLIO”.

It is important that you do not throw away developmental work, sketches, research or designs that are not working. These form a vital part of your folio!

COURSE OUTLINEThere are three outcomes for each Unit of work.

Unit 1: Introduction to Visual Communication DesignOutcome 1 – Drawing as a means of communication

Outcome 2 – Design Elements and Principles

Outcome 3 – Visual Communications in Context

Unit 2: Applications of Visual Communication within Design FieldsOutcome 1 – Technical drawing in context

Outcome 2 – Type and Imagery in context

Outcome 3 – Applying the Design Process

So, what is Visual Communication Design anyway?Visual Communication Design explores the way we see the world! It explores a wide variety of visual material that communicates something to us. It can inform us, educate us, persuade us, influence us, delight us, or confront us. It can explain, demonstrate, advertise, promote, display, or assist us.

Design is everywhere we look. The chair you sit on, the house you live in, the car you travel in, the clothes you wear, the knife and fork you eat with, the drink bottle you drink from, the magazines you read, the apple logo, your iPhone…are all aspects of visual communication design.

For the purposes of this subject, visual communication design has been categorized into three major design fields. The learning and assessment activities in Units 1 and 2 explore a range of these fields of design. There is some choice in some assessment tasks to take into account personal interests and possible future career preferences.

Student work from Salesian College VCE Vis. Comm. Students.

Design FieldsCommunication Design – presents visual information for communication purposes.

Includes: graphic design, information design, digital and web design, advertising, print publication/book illustration and typographic design, package/surface design and logo design and brand identity.

Environmental Design – presents visual information to communicate information about built or constructed environments.

Includes: architectural design, interior design, landscape design, playgrounds, pavilions, urban spaces such as city squares, set design and exhibition/display design. Refers to the use of space.

Industrial Design – presents visual information to communicate information about objects and products.

Includes: engineering design, automobile design, product design, toys, electronics, furniture and fashion design. Refers to 3-dimensional objects.

Equipment, materials and mediumsYOU are expected to provide a range of quality grey lead pencils (at least an H, HB, 2B, 4B and 6B) and erasers as the very minimum!!! You also need to use your own sketchbook/visual diary, as well as a display folder for presenting your work.

The school provides T-squares, set squares, drawing desks, light boxes, cartridge paper, and specialist mediums such as Copic markers, watercolour paints, pastels and coloured pencils. Your teacher may also have some equipment you can use in class such as masking tape and fine-liners. For final presentations you may need to source and provide additional materials. Your teacher can provide advice on suggested materials/retailers.

To ensure your drawings are clean it is important that you keep the equipment you are using clean. You are responsible for cleaning your workspace prior to, and after using it. T-squares, set-squares, rulers etc. can pick up dirt and graphite from pencils. Give these a quick wipe down with a damp cloth/paper towel prior to use. You may also need to wipe your desk. Unfortunately some students take little care of the work environment, however your work is valuable, and if you keep a clean workspace it will be reflected in the quality and presentation of your designs.

Learning Tasks and Assessment Overview

Unit 1: Introduction to Visual Communication DesignOutcome 1 – Drawing as a means of communication

Folio of observational, visualization and instrumental drawings, based on set class activities that develop drawing as a means of communication.

Outcome 2 – Design Elements and Principles

Folio of set tasks with a focus on understanding and using the Design Elements and Principles.

Outcome 3 – Visual Communications in Context

Annotated visual report on a ‘Design in Context’ case study: poster history (Communication Design Field).

Unit 2: Applications of Visual Communication within Design FieldsOutcome 1 – Technical drawing in context

Folio of set technical drawings for a specific purpose/brief (Environmental and Industrial Design Fields)

Outcome 2 – Type and Imagery

Folio of class activities and design tasks focusing on effective use of type and imagery (Communication Design Field)

Outcome 3 – Applying the Design Process

Folio of major design brief from a choice of 2 fields of design (Industrial or Environmental). As a major design folio, all aspects of the design process must be presented.

Learning Tasks and Assessment OverviewUnit 1: Introduction to Visual Communication DesignOutcome 1 – Drawing as a means of communication

Folio of observational and instrumental drawings, based on set class activities that develop drawing as a means of communication.

In this folio you should include all developmental drawings, sketches, attempts, annotations and finished drawings. The aim of this Outcome is to develop skills in drawing from observation, rendering light and shade to create form, exploration of mediums and introduction to technical drawing.

Class activities may include a range from the following:

Observational drawing of a range of still life objects including geometric shapes, perfume bottles, house hold items, toys, old remote controls. Fill 2 A3 pages with several grey lead drawings, include tones, highlights and shadows. Select 3 drawings to render using different techniques with fine liner: hatching, cross-hatching and stippling.

Using Lego blocks (provided), build a simple object. Draw that object using a range of technical drawing methods: 1 and 2 point perspective, isometric, planometric, and orthogonal. Include the ellipses in your drawings. Each drawing should be A4 size. Next, imagine you had to make a package/box for Lego. Draw the package as an Isometric AND as a packaging net. Use a simple surface design that would appeal to young children.

Tonal drawings: bring an interesting object (or objects) to class (or use some objects from the class set). Create a series of 3 A5 sized drawings of that object and render each one in a different medium: watercolour, Copic marker, ink wash. Use the correct weight paper for each medium (watercolour paper, bleed proof paper and heavy cartridge/wash paper.). Complete a tonal ink wash/watercolour drawing of an interesting animal. Focus on details such as fur, feathers, shells.

Drawing for communication: complete an A3 page of observational drawing outside, looking at built and natural environments, with a focus on textural qualities of wood, stone, glass, brick etc. Use your observational drawings as research to create a page of visualization drawings for a design for a courtyard/deck area for a client wishing to extend their home OR a community playground and pavilion. Your visualization drawings should include some freehand perspective drawing. Complete a presentation drawing of your design in 2-point perspective.

Exploration of digital drawing methods including Illustrator, Sketch Up, Photoshop and ipad apps. Include some free hand drawing, tracing, and perspective drawings. Save your attempts for inclusion in folio, even if you don’t find them successful! Aim to produce at least 1 fully finished digital drawing for folio. Your digital drawings can be observational, copied from an existing image or visualization (imaginative).

Please refer to the assessment rubric so you are fully aware of what is expected in this Outcome. In addition to drawings created in class, you are encouraged to practice drawing skills at home – you can include any additional drawings in your folio. Time provided for this Outcome is approximately 8 weeks (including Step Up). Work must be submitted on the due date.

Student work 2-point perspective

Student work 1-point perspective and rendering form

Student work digital drawing using Illustrator

Unit 1: Introduction to Visual Communication Design

Outcome 2 – Design Elements and Principles

Folio of set tasks with a focus on understanding and using the Design Elements and Principles.

Class activities and design tasks should be included in the Outcome 2 Folio. These may include:

Summary of all the Design Elements and Design Principles, with illustrations and descriptive word banks for each one.

Analysis of visual communications such as advertisements. An example will be provided, and you will then find a further 5 advertisements to analyze. Identify the dominant design elements and principles, and analyze the different effects/moods/impact they have on the target audience.

Application of Design Elements and Principles in your work, part 1. Design a series of 8 CD covers for your favourite band/singer. Use a black and white photographic image as your starting point. Each CD cover needs to feature ONE Design Element and ONE Design Principle. Each design should follow the design process to mock up stage. Select the best design to create a FINAL PRESENTATION in your preferred media (Illustrator, Photoshop, Copic marker, ink, watercolour, fine liner etc.) (3-4 weeks provided on this task)

Application of Design Elements and Principles in your work, part 2. Design a promotional poster for a music festival OR for a computer game of choice OR a sporting event (real or fictional). The poster should use the best combination of design elements and principles to create impact for your target audience. Follow the design process and ensure your annotations focus on your use of the elements and principles and identify letterform (serif/sans serif, font etc.) (3-4 weeks provided on this task).

Please refer to the assessment rubric so you are fully aware of what is expected in this Outcome. In addition to designs created in class, you are encouraged to revise the design elements and principles at home. Time provided for this Outcome is approximately 8-9 weeks. Work must be submitted on the due date.

Student work grey lead pencil drawing featuring tone, texture, form & cropping.

Student work acrylic paint, featuring line, contrast, figure/ground, pattern

Unit 1: Introduction to Visual Communication DesignOutcome 3 – Visual Communications in Context

Annotated visual report on a ‘Design in Context’ case study: poster history.

1. Create a timeline of design history from 1880 to the current year, and place the 5 designers in Q.2on the timeline.

2. Research the following 5 poster designers: Ta Louse Lau Trec, Vladimir Mayakovsky, Milton Glaser, Reg Mombassa and Shepard Fairey.

3. Select ONE poster design from EACH designer. Write a detailed analysis of the use of elements and principles, typography, the overall impact/mood, methods of production and materials of 5 posters, 1 from each artist. You can choose different posters to the ones shown here, so long as they are by the same designers.

4. Write a comparison of Shepard Fairey’s designs with designers from the past. What influences can you see? What similarities and differences?

Henri de Toulouse-Lautrec Vladimir Vladimirovich Mayakovsky1891, France c1919, RussiaArt Nouveau Soviet Propaganda poster

Milton Glaser C1950 – 1970 America (These are 2 of his most famous posters)

Reg Mombassa Shepard FaireyC1988 2008Australia (Mambo promotional poster) America

Please refer to the assessment rubric so you are fully aware of what is expected in this Outcome. In addition to research time provided in class, you are expected to work on this task at home. Time provided in class for this Outcome is approximately 5 classes, spread over the Semester.

Work must be submitted on the due date.

VIS COMM. - UNIT 1 Outcome 3

Design in Context

Structuring your written work

Regardless of the format of your work (PowerPoint, Word Document etc.), the written component of your work should include the following information to fulfil the assessment criteria.

Introduction

State the “aspect of design” that you are going to be analysing: posters Mention in your introduction that poster design has changed over time,

and name the 5 examples that you will be using to demonstrate that change.

Main body of work

A full paragraph outlining a general history of design (back to 1880 is adequate). You can include a pictorial time-line if you wish – class time will be provided to create a time-line.

A full paragraph for each of the five design examples you have selected. This is the FORMAL analysis, where you need to describe the designs in terms of the design elements and principles, materials used, methods of production etc.

Several paragraphs discussing the historical CONTEXT for each design – write about the time and place where it was designed/produced. Consider the following questions:

1. What was happening in society at the time this was designed? 2. How has the historical context influenced the design? 3. How have developments in technology influenced changes in the

design?4. How has advancement of materials influenced changes in the

design?5. Has popular culture played a role in this design? If so, how?6. How has the place (city or country) where this was designed

influenced the appearance of the design? A thorough comparison of Shepard Fairey's contemporary designs with the

designs from the past. How has he been influenced by other designers? In what ways do his designs raise issues of intellectual copyright?

CONCLUSION

Recap your main points. A closing sentence summing up the changes in poster design, and stating

how designs of the past can influence contemporary designers.

BIBLIOGRAPHY

Acknowledge all sources: books, internet sites, magazines, journals etc. used for research, as well as any images, timelines etc. you downloaded from the web.

Unit 2: Applications of Visual Communication DesignOutcome 1 – Technical drawing in context

Folio of set technical drawings for a specific purpose/brief.

There will be two design briefs for this Outcome. Both ask you to apply manual technical drawing skills for a specific design field. Final drawings should be presented as fully rendered, with specifications meeting standards (refer to attached handbook on technical drawing specifications). You may “value add” to your final drawings by either re-creating them in Illustrator, or scanning them into Photoshop or Illustrator and enhancing them digitally. It is your manual drawing skills that will be assessed, as well as all thumbnail sketches, idea development, mock up drawings, as well as your final drawings.

Design Brief 1: Environmental Design - Architecture

You are to design a façade (shop front) for a coffee shop/café. Try to make your building design interesting! The shop front should include all signage and any window imagery. The façade should be presented as a two point perspective drawing. The coffee shop could be drawn in isolation, or as the focal point of a streetscape. Include any outdoor paving or seating. You are the architect, it is your space. Logo/signs need to be designed also! Present your coffee shop 2-point with a separate presentation page showing dimensioned floor plan and elevations. You may create your final 2-point in Sketch up or Illustrator, but mock up should be manually drawn.

Write your own dot point brief for the coffee shop/café: what image do they want to project to the public? Who is the target audience/market? These questions will help you in the design process.

You have 4 weeks in class to complete this task. It is suggested much of the research, idea generation, thumbnail sketches occur as homework!!

Design Brief 2: Industrial/Product design – watch

You are to design a watch. Again, you need to write a short brief outlining whether your client wants a sports watch, dress watch, children’s’ watch etc. Who will be buying the watch? What price-range would the target market be willing to pay? What key features do they want in your watch design? What will make it stand out from other watch designs? Follow the design process from mood boards, research, idea generation, development and refinement. Present your Mock-up and Final design as

an accurate third angle orthogonal drawing (1 drawing) AND a fully rendered isometric drawing on a separate page.

You have 4 weeks in class to complete this task. It is suggested much of the research, idea generation, thumbnail sketches occur as homework!!

Watch Design

Coffee shop/café façade

Please refer to the assessment rubric so you are fully aware of what is expected in this Outcome.

Work must be submitted on the due date.

Unit 2: Applications of Visual Communication DesignOutcome 2 – Type and Imagery in Context

Folio of class activities and design tasks focusing on effective use of type and imagery

This outcome focuses on the design element of TYPE in an in-depth analysis of the way text and images combine to communicate effectively. Typography requires its own design language and you will learn the key terminology that helps explain the many aspects of type.

Class activities that will build this understanding will include:

Reading and summarizing Chapter 6 of the Nelson textbook Identifying the various aspects of typography through learning tasks. Online “kerning game” to train your eye to space letters appropriately Analyzing examples of typography to assess impact and mood Creating a text and image hand drawn “collage”

Key design tasks:

1. Create a series of images using letterform only, to express a series of words and emotions: angry, sad, happy, “lol”, elegant, beautiful, grungy, terrifying, dance, splash, sleep. Add any others you can think of! For each word, use the design process and annotate your thinking. All finished words should be presented in your folio.

2. Design a book cover and 1 double page spreads of the book. Both the cover and the pages within should include creative and hand made use of text and image. Write a short design brief identifying the genre of book and target audience – is it a children’s book, a graphic novel, a comic, a reference book, or coffee table book, for example. What will the subject matter of your book be within the genre? For example a reference book about basketball, a children’s fantasy story? Include your own creativity and interests into the design brief. Think of creative ways of creating the cover text – handmade letters, bent wire, collage, letters made from pasta or other small objects, or simply a new and unique font that you design yourself. These can be photographed and then combined with your images using digital media. You will be provided some interesting examples as demonstrations. Author/illustrators Sean Tan and Graeme Base are excellent case studies for inspiration!

Please refer to the assessment rubric so you are fully aware of what is expected in this Outcome. In addition to research time provided in class, you are expected to work on this task at home. Time provided in class for this Outcome is approximately 8 weeks. Work must be submitted on the due date

.

Student work handmade letterform, text and image collage

Typography with personality! Drawing by past student Sarah Johnson

Unit 2: Applications of Visual Communication DesignOutcome 3 – Applying the Design Process

Folio of major design brief from a choice of 2 fields of design: Environmental or Industrial. As a major design folio, all aspects of the design process must be presented.

This Outcome applies a combination of all the skills and knowledge you have attained in Unit 1 & 2 Visual Communication Design. You need to ensure that each step of the design process is thorough and detailed. This Outcome will prepare you for your major Unit 4 folio. Each task has 2 communication needs, the secondary need is from a different design field. Your MAIN focus is the first need. (Note: In unit 4, you will have 2 needs, and each one will have equal design process.)

The Design Process: The Brief, Research, Idea Generation, Idea Development, Idea Refinement, Mock Up, Final Design. At every step of the process, you need to refer back to the brief and ask yourself if you are meeting the client need. All steps in the process, except for the final design, must be thoroughly annotated, describing your use of the design elements and principles, mediums and materials and your thought processes.

The two design tasks are as follows. Please select ONE. For your selected design task, write a detailed specific dot point brief identifying the client and the target market/audience.

TASK ONE: Environmental Design - “Set” and costume design/and or magazine advertisement for a play/production/TV show or Movie of choice (real or fictional)

OR

TASK TWO: Industrial Design - An original ‘Designer Toy’ and packaging and/or in-store promotional display.

You will be provided with class time to work on this Outcome. However, it is expected that much of the research will be conducted for homework.

Work must be submitted on the due date.

TASK ONE: Theatre/Movie/TV set and costume and/or magazine advertisement for a play/production of choice (real or fictional).

en.opera.se lib.umd.edu

Set design for Russian Opera by Lars-Åke Thessman Costume design for a Shakespeare play

Set design is one aspect of environmental design, design concerned with the physical spaces we inhabit. Theatre/Movie set designers and costume designers play an integral role in any performing arts company or production company: what they create is the visual spectacle that audiences see; they enhance the story and mood of the production.

Write a design brief outlining the client (a theatre company, film producer, TV producer, ballet company, opera company, circus company etc.) This may be an actual company, or one you invent.

What production are you designing the set for? (Star Wars, Dr.Blake Mysteries, Dr Who, Stranger Things, Game of Thrones, Swan Lake, Madame Butterfly, Hamlet etc.) Again, this may be a real production, or an imaginary one, but you need to be specific.

Research the target audience. Who will this company want to see the production? The audience will define your design: is it aimed at older, wealthy people, or young children and families, or youth/teens?

Follow the design process thoroughly for both the set design (one of the production), and the costume/makeup and/or magazine advertisement design (only one costume required`) to mock up stage.

Final presentations:

Set design: A fully rendered one point perspective drawing AND a planometric drawing of 2 scenes (one for each method) for the production which must include some structural elements (such as a building). You can create your final presentations in digital media, but design process must include manual drawing. (If time permits, a 3D display model can be constructed, but this is not a formal requirement of this Outcome)

Costume/Magazine advertisement: A fully rendered illustration in the media of choice for the costume AND/OR a digital magazine advertisement for the production.

TASK TWO: An original ‘Designer Toy’ and packaging and/or in-store promotional display.

Creativecloseup.com Liftdetroit.com

https://funko.com/products/pop-movies-pennywise

Designer or collector toys are a very marketable product. The target market is usually young adults from teens to twenties. The toys are quirky and off-beat. Some designer toys are aimed at children also. The toys are sold in specialty collectible retail stores, gaming shops, comic shops and on-line stores.

Your design task is to come up with a new original designer toy (or series of toys). Write a design brief for your client (the manufacturer/toy company) – what type of toy do they want? Who is the target market? What makes your toy stand out from other ones?

Research other designer toys and store promotional material. Research the target market – what other interests’ do they have? Present your research as mood boards and annotated research pages in your folio. All images used should be referenced or acknowledged.

You need to design the toy, as well as the packaging and/or promotional display for the retail outlet. The box containing the boxed toys in the image above right is an example of a promotional display. Follow all steps of the design process thoroughly to Mock Up stage.

Final presentations:

Toy: orthogonal drawing AND fully rendered isometric drawing (and if time permits, a modeling dough 3-d model, although Unit 2 does not formally require models)

Packaging and/or Promotional display: A “packaging net” showing fold lines, cut out shapes, surface imagery etc. AND/OR a DIGITAL presentation of your package in 3-D (Isometric, Planometric or 2 –point perspective)

(Again, if time permits, you can make a full model of the display, although this is not a formal requirement)

NOTE: While you only need to select ONE of the Design Tasks, you need to be aware of the content and skills required for both (for example if you choose set design, you still need to know what a packaging net looks like and how to draw it.)