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N20-58 - Vizuelno komuniciranje

Course specification
Type of study Bachelor academic studies
Study programme
Course title Vizuelno komuniciranje
Acronym Status Semester Number of classes ECTS
N20-58 mandatory 5 2L + 2E 6.0
Lecturers
Lecturer
Lecturer/Associate (practicals)
Prerequisite Form of prerequisites
Learning objectives
This course provides a comprehensive and innovative introduction to the theory and practice of visual communication in a rapidly evolving digital environment. Students will explore the fundamental principles of design, the psychology of visual perception, and the application of visual language across a variety of media. The course places particular emphasis on the integration of new technologies, including artificial intelligence, augmented reality, and virtual reality, into the design process. Through a combination of theoretical lectures and practical workshops, students will develop a professional portfolio and crown their learning with a significant final project. The curriculum is designed to be future-oriented, drawing on best practices from leading international universities and the latest trends in the industry.
Learning outcomes
Upon successful completion of this course, students will be able to: 1. Apply fundamental principles: Analyze and apply fundamental principles of visual communication, design theory, and visual literacy to create effective and engaging visual messages. 2. Develop multimedia projects: Develop and implement visual communication projects across a variety of media, including print, digital, and interactive platforms, and demonstrate technical competence and creative innovation. 3. Critically evaluate visual culture: Critically evaluate the social, cultural, and ethical impact of visual messages, demonstrating an understanding of the responsibilities of the visual communicator. 4. Integrate emerging technologies: Use professional industry-standard software and explore the application of emerging technologies, such as artificial intelligence, augmented reality, and virtual reality, to the visual communication design process. 5. Implement research-based design: Conduct research and apply data-driven insights to inform visual communication strategies and design decisions, ensuring that creative work is grounded in evidence and user understanding. 6. Articulate design rationale: Develop a professional portfolio and effectively articulate design decisions, research findings, and creative concepts to diverse audiences.
Content
1. Introduction to Visual Communication: Theory and History 2. Elements and Principles of Design 3. Typography and Visual Hierarchy 4. Color Theory and Psychology 5. Visual Storytelling and Narrative Design 6. Information Design and Data Visualization 7. Corporate Identity and Branding 8. Design for Print and Digital Publications 9. Introduction to UI/UX Design 10. Motion Graphics and Animation 11. Introduction to AI/VR and Immersive Experiences 12. Ethical and Inclusive Design (the Impact of AI on Diversity) 13. The Impact of AI on the Future of Design 14. Portfolio Development and Professional Presentation 15. Final Project Presentations
Teaching Methods
The course will be taught by presenting topics and discussing questions from the course material, as well as by reading assigned materials and writing tests and papers from pre-exam obligations. The most important subject obligation for all students is regular attendance at classes, reading course materials and writing pre-exam obligations during the semester. In order to obtain the condition for verification of regular attendance at the course (signature), a student may be absent for a maximum of three weeks in total, or 20% of all classes and lectures and exercises in the course (18 classes). Students who regularly attend both lectures and exercises can also receive points for attendance. Students who particularly excel in class work can be awarded additional points by the teacher. In the current school year, it is also very important that everyone register for the course in the Google "classroom". We will use the “Classroom” as a supplement to the course. There you will find this syllabus, some teaching materials, and you will also teach papers from some pre-exam obligations. Also, in line with the challenges that the development of artificial intelligence (AI) poses to teachers and students, this syllabus is supplemented by a set of instructions on how to use AI ethically for students.
Literature
  1. Hrestomatija za predmet Vizuelno komuniciranje (priredili Vuk Vučetić i Borislav Vukojević, 2022) (Original title)
  2. Lupton, E. (2024). Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students (3rd edition). Princeton Architectural Press. ISBN: 978-1568989693 (Original title)
  3. Lupton, E., & Phillips, J. C. (2024). Graphic Design: The New Basics (3rd edition). Princeton Architectural Press. (Original title)
  4. Smith, K., Moriarty, S., Barbatsis, G., Kenney, K. (2005). Handbook of Visual Communication – Theory, Methods, and Media. Lawrence Erlbaum Associates, Publishers London (Original title)
  5. Cao, J., Ziebak, K., Ellis, M. (2015). Web UI Design for the Human Eye: Principles of Visual Consitency. UXPin Inc. (Original title)
Evaluation and grading
Knowledge will be assessed during the semester, in the form of pre-exam assignments, as well as at the end of the semester, through exams, during regular exam periods. Pre-exam assignments consist of: two (2) midterm exams (20 points each), five (5) short papers (creating visual content such as mime and illustration) (5x1 point) and regular course attendance (5 points). A maximum of 50 points can be earned/entered in total from pre-exam assignments.
Specific remarks
Access Google Classroom: at the link https://classroom.google.com/, with the subject code twe67th5