XD4007 - Visual Design Principles

You will be given a brief at the start of the module and will be expected to work throughout the module towards a final design piece, collaboratively and individually. The weekly content delivered will enable you to develop a range of visual design skills that will help you answer the brief. The final deliverable will be a piece of print and/or digital version visual communication piece (for example this could be a magazine, book, poster, Instagram feed et al). More specific details of the requirements (format, size etc) will be available in the design brief. You will also be asked to submit a portfolio which includes your design process (research, ideas generation, design development, refinement and outcomes).

Each week is structured around a theme – for example one week we might focus on how to use type, while another week is focused on how images are used to communicate a message. Each week will start with a short lecture to introduce you to the topic, covering a range of historical, contextual and practical knowledge. There is usually an in-class exercise to help you explore some of the principles introduced in the lecture and technical support sessions. The rest of the sessions will be spent discussing your project and helping you make progress in the project brief.

Your module tutors will provide extensive support in various forms, including lectures, seminars, workshops, and tutorials.
Each module kicks off with a comprehensive briefing that outlines the expected learning outcomes, module requirements, and a detailed schedule.

You will also have regular weekly sessions in a studio setting to structure your learning experience. In these sessions, you’ll participate in group discussions to receive feedback from your peers and tutors.

Furthermore, you’ll receive tailored feedback during tutorials before you submit your work, helping you polish and enhance your project work for successful module completion.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
• LO1 Knowledge of visual design principles, methodologies, standards and practical theories that underpin contemporary visual communication KU1
• L02 Show proficiency in the appropriate use of industry standard graphic design software and design techniques in physical and/or digital environments. KU3

Intellectual / Professional skills & abilities:
• LO3 Demonstrate evidence of creative thinking through iterative exploration and communication of multiple design ideas through visual examples and presentations IPSA2

• LO4 Show self-knowledge of personal development in relation to visual design principles IPSA4

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• LO5 Demonstrate idea generation that supports creative risk-taking in your design development. PVA1

You will be assessed both formatively and summatively:

You will be assessed formatively, using verbal feedback during timetabled sessions at key stages of the design development process.

You will be summatively assessed at the end of the module through the submission of a:

• Component 1:50% Design development process book
MLOs : 3 4 5

• Component 2: 50% Design portfolio (which will include design prototypes and artefacts).
MLOs :1 2

At this summative stage you will receive initial verbal feedback during your presentation, followed up with additional written feedback on your design process book and design portfolio submission.

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The purpose of the module is to introduce you to the core principles of visual design. Both in the form of design production skills, for example: typography, layout and grid, composition, image manipulation, alongside key visual communication tools like semiotics, colour theory, design styles and movements.

You will gain a practical understanding of how to turn visual ideas into attractive and appropriate visual communication pieces through the sensitive usage of typography, image, colour, language and text. In the process you will also learn how to operate industry standard software including, but not limited to, Adobe Illustrator, Photoshop and InDesign in order to create visually stunning and effective visual communication pieces.

Teaching will be carried out through a blended mix of online and live lectures, technical demos, workshops, seminar group discussions and tutorials. Formative assessment will be provided through seminars, tutorials or formal presentations. You are required to submit a design process book demonstrating your work process and a final design piece in response to the brief, which will form part of your summative assessment .