Visual Communication Handbook

Programme Handbook for
Visual Communication
Award: ADVANCED DIPLOMA in VISUAL

COMMUNICATION
Programme Title:
Advanced Diploma in Visual Communication
Developed by Raffles University System
http://www.raffles-university-system.com
Date: 31/07/2010 Version Number: 2.0
Table of Contents
1.
1.1
1.2
1.3
INTRODUCTION ............................................................................................. 4
Raffles Education ............................................................................................ 4
Vision and Mission of Raffles Education.......................................................... 4
Raffles Education Advantages:........................................................................ 5
2.
AWARD INFORMATION ................................................................................ 6
3.
AIMS OF THE PROGRAMME ........................................................................ 6
4.
4.1
4.2
ADMISSION CRITERIA .................................................................................. 6

Entry Qualification Requirement ...................................................................... 6
English Language Requirement ...................................................................... 6
5.
PERIOD OF REGISTRATION......................................................................... 7
6.
AWARDS CRITERIA ...................................................................................... 7
7.
GRADUATE ATTRIBUTES............................................................................. 7
8.
PROGRAMME LEARNING OUTCOMES ....................................................... 8
9.
9.1
9.2
9.3
PROGRAMME DESIGN................................................................................ 10
Curriculum ..................................................................................................... 10
Module Credit Hours...................................................................................... 11
Module map to Programme Learning Outcomes ........................................... 13
10.
TEACHING AND LEARNING STRATEGY ................................................... 15
11.
11.1
11.2
ASSESSMENT.............................................................................................. 15
Grading System............................................................................................. 15
Summary of Assessment............................................................................... 17
12.
12.1
12.2
EDUCATIONAL RESOURCES..................................................................... 18
Library Textbook List ..................................................................................... 18
Laboratory/Studio Equipment ........................................................................ 20
13.
PROGRAMME ADMINISTRATIVE POLICIES ............................................. 21
14.
MODULE SPECIFICATIONS ........................................................................ 21
Module Title
: Graphic Design and Culture ......................................................... 22
Module Title
: Design Principles.......................................................................... 25
Module Title
: Drawing for Designers.................................................................. 28
Module Title
: Creativity and Problem Solving .................................................... 30
Module Title
: Typography I ................................................................................ 33
Module Title
: Colour for Designers .................................................................... 35
Module Title
: Page Layout ................................................................................. 38
Raffles University System Limited
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Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
Module Title
: Digital and Applied Illustration ...................................................... 40

: Image Processing......................................................................... 43
: Digital Photography ...................................................................... 45
: Advanced Layout and Production ................................................ 48
: Graphic Production....................................................................... 50
: Identity System............................................................................. 52
: Packaging Design ........................................................................ 54
: Advertising Design ....................................................................... 56
: Academic Research and Communication Skills ........................... 59
: Typography 2 ............................................................................... 62
: Web Design Principles ................................................................. 64
: Interactive Media Design.............................................................. 67
: Publication Design........................................................................ 69
: Independent Research ................................................................. 72
: Portfolio I ...................................................................................... 75
: Internship (Visual Communication)............................................... 77
: Portfolio 2 ..................................................................................... 79
Revision Status
Revision
Date Revision
Number
Approved
1.0
31.05.2010
2.0
N.A
Reason for Revision

Originating document
New module codes
Change Document
Reference
NA
R10-071a05_VCHdbk
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1.
Introduction
1.1
Raffles Education
Established in 1990, Raffles Education Corporation (REC), a premier education

provider is committed to nurturing entrepreneurial and innovative talents within its
graduates. With focus on vocational, undergraduate and postgraduate education,
Raffles aims to provide an unequalled education that will serve our students for a
lifetime, and meet the needs of our wider community.
Currently, Raffles has an international network of colleges in Australia, Bangladesh,
Cambodia, China, Hong Kong, India, Indonesia, Malaysia, Mongolia, New Zealand,
Singapore, Sri Lanka, Thailand, and Vietnam.
1.2
Vision and Mission of Raffles Education
Vision: As a premier education provider we are committed to nurture creative

talents and design management expertise for the arts, design and lifestyle industries
as well as expertise for business management. We provide high quality education
relevant to industry and adapt to the socioeconomic needs of the societies in which
we operate.
We strive to give every student a fundamental education based on:
The development of superior thinking processes;

The mastery of written and spoken language as a tool of communication and
thought;
The acquisition of thorough and effective work and studio methods based on
analysis, judgment and sound practical skill-sets.
A consciousness of the historic dimension of human ideas and activity and the
capacity to assume responsibility for his or her own personal development.
Though our primary goal is the transfer of knowledge and technical know-how, we
also strive to provide a well-rounded education that will make the learning process
an enriching life experience, contributing to the students personal growth and the
development of social skills.
Mission: Raffles aims to deliver high quality teaching through a curriculum that
consistently emphasizes:
Creativity and innovation;

Enterprise and entrepreneurship;
Relevance and employability;
Professional excellence; and
Socially responsible professional practice.
Raffles will deliver its programmes through an extensive international network that
provides the opportunity for its students to gain a competitive edge in the global
economy.
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1.3
Raffles Education Advantages:
Employer-based Internships - all programmes have a compulsory internship

that ensures that students are ready for the world of work.
International Recognition - all programmes are conducted in English at a

level that prepares students for working in an international business
environment.
Professional Excellence - all curricula are related to the needs of relevant

professional bodies and to high-level skills for employment.
Leadership - all programmes emphasise creativity and innovation to enable

Raffles graduates to be leaders in the workplace.
Entrepreneurship - programmes encourage and support students to prepare

for starting their own businesses.
International Mobility - wide international delivery network offering students

opportunities to complete their studies in different countries.
International Lecturers - academic staff recruited from all over the world,
bringing the best in international professional practice to the programmes.
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2.
Award Information
Qualification
Awards
Professional
Accreditation
Programme Type
Educational & Industry
Standard Benchmarks
3.

None
Part-time and full-time
QAHE Benchmark for Art and Design
Aims of the Programme
Raffles aim to rise to the challenges and accept that different eras will demand
different values, skills, behaviours and competencies from all of us. As a higher
education provider, we strive to lead in the development of creativity, design and
management expertise to contribute to the development of society.
In an increasingly competitive, commercial and technological environment, designers
have never played such a central and important role in re-defining an ever-changing
creative environment.
The aim of the Advanced Diploma in Visual Communication programme is to give
the students the creative design skills and technical knowledge they will need to
become professionals in their chosen graphic design fields, taking into account the
ever changing visual communication environment. The students must learn to be
flexible and sensitive to the changes in the current trends in modern
design/technology organisation and management needs of the industry. They will
develop their own individual strategies, and learn the intricacies of leadership and
teamwork necessary in design organisations. The visual communication programme
will introduce new ideas, practices and technologies outside of their experience and
encourage them to think about the purpose of design in contemporary society.
The programme objectives are delivered through lectures, seminars and tutorials
and a range of assessment methods including research and project work,
presentations, written assignments and examinations.
4.
Admission Criteria
4.1
Entry Qualification Requirement
The minimum entry requirement is 3 IGCSE O-Level passes or equivalent. Raffles

will maintain a list of approved equivalent qualifications.
4.2
English Language Requirement
The minimum entry requirement is IELTS score of 5.0 or equivalent. Students who
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do not meet this entry requirement are required to undertake an appropriate Raffles
English Proficiency programme.
5.
Period of Registration
The Advanced Diploma programme is normally studied full-time over 2 years

(divided into 8 terms). Students who take a heavier load may complete the
programme earlier but not sooner than 6 terms for Advanced Diploma. Each term
normally consists of 10 teaching weeks followed by a one-week period of
assessment and a further week of providing summative feedback to the student.
6.
Awards Criteria
The Advanced Diploma in Visual Communication will be awarded when students

have obtained 240 credits by passing all the core subjects. An exit award of a
Diploma in Visual Communication may be awarded to students who have passed the
first 120 credits of the programme and are not able to fulfill all the requirements of
the Advanced Diploma
7.
Graduate Attributes
Graduates of the Advanced Diploma in Visual Communication will have

developed and be able to demonstrate the following skills:
1.
Effectively synthesise hands-on skills, knowledge and understanding within

the shifting contexts of creative visual communication technologies practices.
2.
Demonstrate competence in emerging visual communication technologies

and practical skill-sets to select, test and appropriately use software and
programming processes in the development of innovative visual
communications.
3.
Use visual communications industry terminology to describe the technical and

design aspects effectively with peers or potential clients, illustrating critical
appraisal, analysis and persuasion in a range of situations ranging from
developing an idea to presenting a completed visual communication project.
4.
Utilise a range of interdisciplinary approaches to completing tasks, including

independent research and collaboration.
5.
Demonstrate the capacity for entrepreneurship and socially responsible

professional practice.
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8.
Programme Learning Outcomes
At the level of successful achievement, the programme outcomes will be evidenced

in a body of work which demonstrates the graduate's acquisition of knowledge and
understanding, development of personal attributes, and the acquisition of the skills
described below:
A.
Knowledge and Understanding
A1.
Articulate knowledge and understanding of local and global visual

communication developments
Apply and consolidate a broad range of information to specific tasks in visual
communication technologies
Extend learning in different contextual frameworks, to develop both visual and
entrepreneurial ideas
Synthesize interdisciplinary approaches for solving visual communication
problems
Apply the principles and regulations governing the visual communications
industry, ethics and social responsibility as well as their underlying rationale
A2.
A3.
A4.
A5.
B.
Intellectual Skills
B1.
Demonstrate proficiency in using analytical reasoning, critical thinking,

communication and technological skills in applying solutions to visual
communication issues
Conduct effective research and visual communication project management:
source, collate, analyse, select and evaluate information
Interpret and develop 2D ideas into visual communication forms, evaluating
the relationship between the product and its intended market
Apply resourcefulness and entrepreneurial skills to support your practice and
the practice of others
B2.
B3.
B4.
C.
Module and Other Skills
C1.
Generate ideas and concepts independently in response to market research

for authentic briefs
Select and put into practice an appropriate range of creative and hands-on
skills, materials and processes to a visual communications product in
response to a brief
Critically appraise research, information, own work and the work of peers
Articulate innovative, creative and imaginative ideas, communicate effective
arguments and practical solutions in response to a range of issues and tasks
Assimilate skills in visual communications pre-production planning and
marketing and production strategies, commensurate with the visual
communications industry
C2.
C3.
C4.
C5.
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D.
Professional and Employability Skills
D1.
Demonstrate a high level of independence, research and organisational

abilities taking responsibility for autonomous learning
Evaluate and respond to feedback in relation to their own performance and
identify personal strengths and needs
Demonstrate skills in multicultural communication, presentation and flexible
teamworking
Formulate independent judgements and articulate reasoned arguments
through reflection review and evaluation
D2.
D3.
D4.
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9.
Programme Design
9.1
Curriculum
Year 1 Level 4 (120 credits)
Graphic Design and Culture
Design Principles
Drawing for Designers
Creativity and Problem Solving
Typography I
Colour for Designers
Page Layout
Digital and Applied Illustration
Image Processing
10
Digital Photography
11
Advanced Layout and Production
12
Graphic Production
13
Identity System
Year 2 Level 5 (120 credits)
14
Packaging Design
15
Advertising Design
16
Academic Research and Communication Skills
17
Typography 2
18
Web Design Principles
19
Interactive Media Design
20
Publication Design
21
Independent Research
22
Portfolio I
23
Internship (Visual Communication)
24
Portfolio 2
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9.2
Module Credit Hours

Module Name
Status
Level
Credits
Learning Hours
Year 1 - Level 4 (120 credits)

Design Principles
Core
10
100
Core
10
100
Core
10
100
Core
10
100
Typography I
Core
10
100
Core
10
100
Page Layout
Core
50
Core
10
100
Image Processing
Core
10
100
Digital Photography
Core
10
100
Core
10
150
Graphic Production
Core
50
Identity System
Core
10
100
Year 2 - Level 5 (120 credits)
Packaging Design
Core
10
100
Advertising Design
Core
10
100
Academic Research and

Communication Skills
Typography 2
Core
50
Core
10
100
Core
10
100
Core
10
100
Publication Design
Core
10
100
Core
10
100
Portfolio I
Core
15
150
Core
15
150
Portfolio 2
Core
15
150
Total credit points = 240
Total learning hours: 2,400
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Credit Points and Student Learning Hours

A standard academic year shall consist of 120 credit points. Each credit point shall
be equivalent to 10 student-learning hours. As an example a module with 10 credit
points shall be equivalent to 100 student-learning hours.
Student-learning hours may be divided into three different types of learning:
1. Direct Contact Hours,
2. Guided Study Hours,
3. Self-Learning Hours.
Examples:
(a) A business module with 10 credit points delivered fully through lectures could
meet the 100 student-learning hours with 33 hours of lectures and 67 hours of selflearning.
(b) A business module with 10 credit points delivered through lectures and tutorials
could meet the 100 student-learning hours with 12 hours of lectures 24 hours of
tutorials and 64 hours of self-learning.
(c) A design module with 10 credit points delivered through lectures and
studio/workshop could meet the 100 student-learning hours with:
i.
ii.
iii.
10 hours of class contact: studio/workshop, 30 hours of lectures and 60

hours of self-learning; or
hours of self-learning; or
hours of self-learning.
(d) A design module with 10 credit points delivered fully through studio/workshop
could meet the 100 student-learning hours with 100 hours of studio/workshop.
(e) A skills development workshop of 5 credit points where special machines are
required could be entirely 50 hours of the workshop with instruction and/or
supervision.
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9.3
Module map to Programme Learning Outcomes

Module Map to Programme Learning Outcomes
A. Knowledge and
Understanding
Module Title
Graphic Design and
Culture
X
X
X
X
X
Design Principles
Creativity and Problem
Solving
Typography I
X
X
Image Processing
X
X
X
Digital Photography
Advanced Layout and
Production
Identity System
X
X
X
Digital and Applied

Illustration
Graphic Production
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
C. Module and Other Skills

1
D. Professional and
Employability Skills
1
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X

Page Layout
B. Intellectual Skills
X
X
X
X
X
X
X
X
X
Module Map to Programme Learning Outcomes

A. Knowledge and
Understanding
Module Title
Packaging Design
Advertising Design
Typography 2
Publication Design

Portfolio 2
C. Module and Other Skills

1
D. Professional and
Employability Skills
Portfolio 1
Internship (Visual
Communication)
B. Intellectual Skills
X
X
X
X
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10. Teaching and Learning Strategy

Teaching, learning and assessment processes have been developed to ensure
that students experience a variety of methods of learning and assessment. The
programme is a combination of lectures and tutorials and assessments are
through individual assignments, group assignments, presentations, and formal
examination. The majority of work within the programme includes lecturers,
seminars, demonstration workshops, group and individual tutorials. Tutorials,
both individual and in groups, are an essential vehicle for developing each
students direction.
The nominal hours of each module is 100 hours, of which a minimum of 40
contact hours are required. The recommended 40 contact hours and 100 nominal
hours for each module represent minimum requirement. If it is required by the
academic abilities and progress of the students, the colleges should increase the
contact and nominal hours of the relevant modules.
Raffles University System (RUS) provides the quality assurance, academic
leadership and advisory roles for the programme. From time to time, it may issue
implementation guidelines and make them available on RUS Online, and colleges
offering the programmes are expected to comply with these guidelines.
11. Assessment
11.1 Grading System
The quality control of the Advanced Diploma in Visual Communication
programme is the responsibilities of RUS. From time to time, RUS will issue
Implementation Marks and make them available on RUS Online to provide
additional guidelines and clarifications. Marks and grades of this programme
should follow the following grading scheme.
Grade
A
Mark Range
80-100
B
C
D
F
70-79
60-69
50-59
Below 50
Performance
An exceptional performance in all criteria of
assessment
An above average performance in most areas
An average performance in most areas
A below-average performance in many criteria
A clearly unsatisfactory/unacceptable performance
Assessment Regulations
Students will be barred from the examinations, should their attendance fall below
75%. Student barred from examinations due to poor attendance would be
considered Failure by Attendance and awarded an F grade for the module
concerned. For modules without an examination component, students are
required to attain at least 75% attendance as well. Failure to do so will result in
an F grade and be deemed as Failure by Attendance.
No student who has passed any of the modules is allowed to resit the modules in
order to achieve a better grade. The first instance in which they achieve a pass in
that module will be their final grade.
The student is normally required to pass all modules before proceeding to
the next stage of studies, e.g. from Base Year Modules to Specialisation. The
college reserves the right to review the academic performance of the students
and to retain the students at a particular level, should the academic performance
of the student be unsatisfactory.
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11.2 Summary of Assessment

Module
Assessment : % Weighting
1
10 11 12
13
Year 1 Level 4
Graphic Design and
Culture
Design Principles
10 10 20 20
20 20
10 10 10 10
10 10

Creativity and Problem
Solving
Typography I
10 5 10 10
10 15 25 20
10 10 20
30
40

Page Layout
10 10 10 10 10
10 20 20 50
Digital and Applied

Illustration
Image Processing
10 10 20 30
30
10 10 20 20
40
Digital Photography
Advanced Layout and
Production
Graphic Production
Identity System
10 10 10 10
50 50
10 20
10 20 25
40
10 20
25
20
30
20 30 50
40 60
Year 2 Level 5
Packaging Design
50 50
Advertising Design
Typography 2
30 30 40
10 15 30 15

Publication Design
Portfolio I
20
30
40
30
10
Internship (Visual
Communication)
20 40 40
Portfolio 2
40 40 20
30
20 40 40
30
60
60
20
20
50
10
50
30 10
30
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12. Educational Resources

12.1 Library Textbook List
Lester, P. M. (2005) Visual Communication, Images With Messages, 4th

Edition. Wadsworth
Crow, David (2007) Visible Signs: An Introduction to Semiotics, AVA
Publishing
Lauer, D.L. (1999), Design Basics, 5th Wadsworth Publishing.
Lidwell, W.L. & Holden, K.H. & Butler, J.B. (2003), Univeral principles of
Design: 100 Ways to Enhance Usability, Influence Perception, Increase
Appeal, Make Better De. 1st Rockport Publishers: Gloucester,
Massachusetts.
Keys To Drawing by Bert Dodson, North Light Books 1985
Complete Book of Drawing Techniques by Peter Stayner, Capella
Publishing 2003
Michalko, Michael. (2005), Thinkertoys: Handbook of creative thinking
technologies, Ten speed press, Berkeley, CA
Pary, V (1996), The ideas Factory, Allen and Unwin, NY, 1996
Peterson, W.A. The Art Of Creative Thinking, Hay House USA, 1991
(2004),The Elements of Typographic Style, ver. 3.0: Robert Bringhurst,
Hartley & Marks Publishers
(2005), 1000 Type Treatments: Wilson, Harvey, Loewy, Page One
Publishing
Hornung, D. (2005), Color: A Workshop for Artists and Designers. 1st
Laurence King Publishing: London.
Lee, Z. (2004), Art of Color Combinations. 2nd Publishing House of
Electronics Industry: Seoul, ILJINSA.
Alan, S. (2003), How to Understand and Use Design and Layout. How
Design Books Publishing.
Caroline, N. & Jessica ,G. (2005). Page Layout---------balance between
content and space. China Texitle Publishing House.
Burke, P.S. (2005), Adobe Illustrator CS2 @ work: Projects You Can Use.
1st Sams Publishing:Indiana.
Cohen, L. (1999), Design Essentials: Professional Studio Techniques. 3rd
Adobe.
Golding, M. (2005), Real World Adobe Illustrator Cs2. 1st Peachpit Press:
Berkeley
Evening, M. (2005), Adobe Photoshop Cs2 for Photographers: A
Professional Image Editors Guide to The Creative Use. 1st , Focal Print
Oxford.
Fraser, B. (2005), Real World Camera Raw with Adobe Photoshop Cs2:
Industrial- Strength Production Techniques, 1st Peachpit Press:Berkeley.
Michael, F. (2007), The Photographers Eye Composition and Design for
Better Digital Photos: UK
Busch, D. (2004), Mastering Digital SLR Photography. 1st Course
Technology PTR: New York/London.
Ann, W. (2005), The Best of Brochure Design 8. Rockport Publishers.
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Charlotte, R. (2004), Maximalism, The Graphic Design of Decadence &

Excess. Rotovision Publishers.
Alan, P. (2005), Production or Graphic Designers. 4th , Overlook
Hardcover.
James, C. (1990), Production for the Graphic Designer, 2nd, WatsonGuptill Publications.
Alina, W. (2003), Designing Brand Identity. 1st, Wiley Publishig House.
Andy, C. (2004), Examining The Visual Culture of Corporate Identity.
Gingko Press.
David, E.C. (2005), American Corporate Identitiy 2006. 1st, Collins Design
publishers.
Dennison, E. (2003), Packaging Prototypes, 4th, Rotovision SA 1990
Publishers.
Garrofe, J. (2005), Structural Packaging, 1st, Page One Publishing Private
Ltd.
Puciello, M. (2003), New Talent Design Annual. 1st, Graphis Inc.
Summers, J & Smith, B 2003, Communication Skills Handbook:How to
Succeed in Written and Oral Communication, 5th edn, John Wiley & Sons,
Australia.
Blackwell, L. and Carson, D. (1995), The End of Print: The Graphic Design
of David Carson (latest release). Laurence King Publishing Ltd, London.
Crowder, D.A. (2004), Building a Web Site for Dummies. 1st, Hungry Minds
Inc: U.S.
Krug, S. (2005), Dont Make Me Think! A Common Sense Approach to
Web Usability. 1st, New Riders Publishers.
Willard, W. (2001), A Beginners Guide (Beginners Guide S.) 1st, Osborne
McGraw Hill. Publishers.
Ed. Rob Ford & Julius Wiedemann (2009), Guideline for Online Success,
TASHEN
Hirasuna, D. 2006, The Pentagram Papers. Thames & Hudson, England
Taute, M. 2008. Design Matters//Brochures: an Essential Primer for
Today's
Beirut, M. (1997), Looking Closer 2, Allworth Press.
Berryman, G. (1994), Designing Creative Portfolios. 1st, Crisp Learning
Publishers.
Crawford, T.(1998), AIGA Professional Practices in Graphic Design
American Institute of Graphic Arts, Allworth Press.
Steven, D. (2003) Becoming a Graphic Designer: A guide to careers in
Design, 1st, John Wiley and Sons
Dorst, K. (2003), Understanding Design: 150 Reflections on being a
designer, 2nd, Bis Publishers.
Linton, H. (2005), Portfoilo Design, 2nd, W.W. Norton.
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12.2 Laboratory/Studio Equipment
PC Lab with software
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13. Programme Administrative Policies

In the delivery of this programme, the general administrative policies and
procedures as provided in the Student Handbook for the Advanced Diploma
programmes of Raffles Education, Singapore are to be adopted. The policies and
procedures include appeals, submission of assignments, conduct of
examinations, withdrawal, grievance procedures, repeating a module, and
plagiarism and collusion.
14. Module Specifications

The module specifications are given on the following pages.
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYVC9025
None
None
Module Aims
Graphic Design & Culture is a foundation module that will discuss and analyse
the roles and purpose of graphic design in society and influences of history. This
module provides an overview of what graphic design is by looking at graphic
design practice, the various graphic design disciplines, developing ability to
analyse, read and interpret design as well as the work and relevance of
outstanding graphic designers.
Topics considered will include ethical practice, media stereotypes, sensual and
perceptual theories of visual communication (semiotics of design, gestalt
principles, constructivism, cognitive), analysing media and contemporary design
culture using the six perspectives. The emphasis will be on the role of graphic
design in visual communication, its vocabulary, ethical considerations in design
practice, communication techniques and challenges faced by designers in an
ever-evolving industry.
Expected Learning Outcomes

At the end of the module, the student is expected to be able to:
1. Identify designers from the 20th century and analyze their work, along with
iconic design texts and imagery.
2. Develop an awareness of the different graphic design fields and their function
within society in shaping behaviour and perception
3. Demonstrate appreciation the ethical considerations involved in the design
practice
4. Demonstrate a functional knowledge of the vocabulary and social debates
from historical, cultural and economic perspectives that have influenced
contemporary design.
5. Define and incorporate the main theories of sensual and visual perception into
practice
6. Apply the tools, processes and contexts we have for creating, interpreting and
understanding meaning in a variety of ways.
7. Present salient research into design movements and their impact.
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Assessment Framework
Assessment
Number
Outcomes
Assessed
Method of Assessment
Assessment 1
Assessment 2
2,6
2,4,5,6
Assessment 3
Assessment 4
1,2,3,4,5
1, 2, 3, 4,
5, 6
1, 2, 3, 4,
5, 6, 7
1, 2, 3, 4,
5, 6, 7
Why We See
The Ethics of What We
See
Media Stereotypes
Graphic Design & The Six
Perspectives
Graphic Design - Journal
Assessment 5
Assessment 6
Case Studies - Analysis
Total
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
10%
20%
20%
20%
20%
100%
* Examination date and format, if applicable, will be advised at a later date.

Students must familiarize themselves with the following policies and procedures.
Details of these policies and procedures can be found on the Student Handbook.
Referencing Style
Assignment Extension Policy
Assignment Grading
Plagiarism Policy
Collusion Policy
Learning and Teaching Strategy

Classes will consist of lectures, discussions, presentations, case studies,
exercises, tutorials and project reviews.
Syllabus Outline
Roles and function of graphic design

Different type of design practitioners
Influence and function of graphic design
Six perspectives of graphic design
Semiotics
Sensual and visual perception
Graphic design culture
Investigation of local and regional culture
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Key Readings
Required Texts
Lester, P. M. (2005) Visual Communication, Images With Messages, 4th Edition.
Wadsworth
Crow, David (2007) Visible Signs: An Introduction to Semiotics, AVA Publishing
Reference Texts
Hall, Sean (2007) This Means This, This means That, A Users Guide to
Semiotics. Laurence King Publishing
Gomes-Palacio, B. and Vit, A. (2009) Graphic Design Reeferenced: A Visual
Guide to the Language, Applications, and History of Graphic Design. Rockport
Castels, M. (2000) The Rise of the Network Society, Blackwell Publisher
Bierut, Michael and Shaughnessy, Adrian (2009) Graphic Design: A Users
Manual
Julier, G., 2001, The Culture of Design (Culture, Media and Identities series)
Orr, D., 2004, The Nature of Design: Ecology, Culture, and Human Intention,
Oxford
Magazines: Communication Arts, AdBusters, Baseline, Eye, Wire.
Reference Websites
American Institute of Graphic Art: www.aiga.com
International Council of Graphic Design Associations: www.icograda.org
How Magazine: www.howdesign.com
D&AD: www.dandad.org
Pentagram: www.pentagram.com
Hoefler & Frere Jones: www.typography.com
Brand New: www.underconsideration.com/brandnew/
Milton Glaser: www.miltonglaser.com
Tomato: www.tomato.co.uk
Stefan Sagmeister: www.sagmeister.com
David Carson: www.davidcarsondesign.com
Paul Rand: www.paul-rand.com
Neville Brody: www.researchstudios.com
Massimo Vignelli: www.vignelli.com
James Victore: www.jamesvictore.com
Designers Republic: www.thedesignersrepublic.com
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Design Principles
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Design Principles
AYVC9004
None
None
Module Aims
This module gives the student an insight to the principles & elements of design,
their use and applications in the goal of solving various design problems.
Students gain a familiarization with the conceptual, visual, relational and practical
elements of design
The students will study different graphic elements - lines, form, texture, etc. They
learn to see, feel and interpret, thus developing necessary skills in the field of
Visual Communication. Students will become familiar with the visual language
that underlines design, as they explore them through visual exercises. Through a
series of such projects, each student will produce work demonstrating a
progression of thought and understanding of different design principles.

1.
2.
3.
4.
5.
Define the purpose and function of design principles and elements.

Utilize the principles of design and design elements.
Apply the principles, rules and concepts of visual organization.
Demonstrate knowledge of design principles to solve design problems.
Communicate ideas / feeling / message / through various visual elements and
applications.
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Assessment
Number
Assessment 1
Outcomes
Assessed
1,2,3
Assessment 2
1,2,3
Assessment 3
1,2,3,4
Assessment 4
1,2,3,4
Assessment 5
1,2,3,4
Assessment 6
1,2,3,4,5
Assessment 7
1,2,3,4,5
Method of
Assessment
Point, Line and
Plane
Balancesymmetrical and
asymmetrical
Exploring Basic
Shapes-Pictogram
Figure GroundGestalt
Type-Physical and
Virtual
Contrast-Framing
and Cropping
Final Project: Planes
and Masses
Total
Weighting
Duration
(if exam)
Word Count (if

coursework)
10%
10%
10%
10%
10%
10%
40%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Principles of Design
Elements of Design
Visual organization
Framing and cropping
Combination of shapes
Type and graphics treatment
Integrating types and images
Composition of graphics elements
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Key Readings
Required Texts
The Fundamentals of Creative Design, Gavin Ambrose & Paul Harris, AVA 2003
Design Drawing, Francis D.K. Ching Published by John Wiley & Sons 1998
Reference Texts
Design Principles & Problems, Paul Zelanski & Mary Pat Fisher, Wadsworth Pub.
1996
Basic Visual Concepts and Principles for Artists, Architects, and Designers, Charles
Wallschlaeger & Cynthia Busic-Snyder, OSU, Department of Industrial Design,
W,M.C. Brown Publishers, 1991
Principles of Form & Design, Wucious Wong, Van Nostrand Reinhold Company, New
York 1993
Paul Rand, by Steven Heller, Phaidon Press 1999
Lauer, D.L. (1999), Design Basics, 5th Wadsworth Publishing.
Lidwell, W.L. & Holden, K.H. & Butler, J.B. (2003), Univeral principles of Design:
100 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make
Better De. 1st Rockport Publishers: Gloucester, Massachusetts.
Wong, W.W. (1993), Principles of Form and Design. Wiley Press: Canada
Zelanski, P.Z. & Fisher,M.P.F. (1995), Design Principles and Problems. 2st
Wabsworth Publishing.
Reference Websites
www.mcsaatchi.com
www.loslogos.com
www.burodestruct.net
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYVC9024
None
None
Module Aims
This module will introduce students to a range of rendering/drawing techniques,
and help them to develop these skills as a means of communicating ideas and
thoughts effectively. A series of hands-on exercises enable students to gain
experience and confidence in visual communication. Students are encouraged to
explore and experiment with various rendering skills and art media.

1.
2.
3.
4.
5.
6.
Ability to draw with pencil as a creative instrument.

Demonstrate an understanding of measurement and proportion.
Develop skills and techniques in freehand drawing.
Ability to draw from observation and imagination
Translate conceptual ideas into visual graphics information.
Ability to execute concept development through drawing.
Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
Assessment 3
1,2
2
2,3,4
Assessment 4
2,3,4
Assessment 5
Assessment 6
Assessment 7
2,3,4
4,5,6
1,2,3,4,5
Method of
Assessment
Initial Drawing
Line Drawing
Value and Shading
Techniques
Point of View and
Perspective Drawing
Shapes Drawing
Conceptual Drawing
Imaginative Sequential
Drawings
Storyboarding
Assessment 8
1,2,3,4,5,6
Total
* Examination date and format,
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
5%
10%
10%
10%
10%
20%
25%
100%
if applicable, will be advised at a later date.
Referencing Style
Page 28 of 81
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Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Drawing skills
Develop creativity
Two and three dimensional graphic representation
Measurement and proportion
Principle of perspective drawing
Figure and Anatomical drawing
Observational drawing, shading and tonal value
Shapes and visual forms
Sequential drawing
Storyboarding
Key Readings
Required Texts
Keys To Drawing by Bert Dodson, North Light Books 1985
Complete Book of Drawing Techniques by Peter Stayner, Capella Publishing
2003
Design Drawing, Francis D.K. Ching Published by John Wiley & Sons 1998
Drawing a Creative Process by Francis D.K. Ching, Van Nostrand Reinhold 1990
Drawing on the Right Side of the Brain, by Betty Edwards, G.P. Putnams & Sons
1989
Drawing and Designing With Confidence by Mike Lin ASLA, John Wiley & Sons 1993
Reference Websites
www.mycoated.com
www.howdesign.com
[Note: These books are used in preparing the drawing module. They are
suggested reading, but students are not required to purchase any of the listed
books.]
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYVC9003
None
None
Module Aims
This module will show the student different creativity techniques and their use
and applications in solving various design problems. Students will gain a
familiarization with concept, creative process, time management,
observation & analysis, group & individual research and the importance of a
problem statement.
The students will experience various creative techniques in use Classic
Brainstorming, Mind Mapping, etc. They will become familiar with the creative
process as they explore practical design problems, thus developing necessary
basic creativity for visual communication. Through a series of projects, each
student will produce work demonstrating a progression of thought and creative
direction in line with authentic briefs.

1. Communicate ideas / feeling / message / using various original visual
solutions.
2. Demonstrate the importance of mind mapping in the creative process.
3. Apply a range of creativity techniques to solve design problems.
4. Demonstrate the importance of having a problem statement.
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Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Assessment 4
Assessment 5
Total
Outcomes
Assessed
1,2,3
1,2,3
2
2,3
3,4
Project 1
Project 2
Project 3
Project 4
Final Project
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
15%
25%
20%
30%
100%
*Examination date and format, if applicable, will be advised at a later date.

Details of these policies and procedures can be found on the Student Handbook
Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Creative techniques
Creativity for Visual Communication
Communicate ideas / feeling / message / using various original visual
solutions.
The application of creative techniques
Problem statement
Creativity techniques
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Key Readings
Required Texts
Michalko, Michael. (2005), Thinkertoys: Handbook of creative thinking
technologies, Ten speed press, Berkeley, CA
Reference Texts
Pary, V (1996), The ideas Factory, Allen and Unwin, NY, 1996
Peterson, W.A. The Art Of Creative Thinking, Hay House USA, 1991
Ruggiero, V.R. The Art of Thinking: A Guide To Critical and Creative Thought,
Longman, NY, 1997
Keith, N. & Michael, P. (2004), Creativity, Communication and Culture Value 1st,
Sage Publications: U.S.A.
Robin, L. & Rose, G. (2000), Visual Workout: Creativity Workbook, 1st, OnWord
Press
Walter, B. & Kevin, M. (2002), The Arcades Project. 1st paperback. Belknap
Press:
Reference Websites
www.mycoted.com
www.howdesign.com/dc/features/ideaspotting.asp
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Typography I
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Typography I
AYVC9007
None
None
Module Aims
This course will provide designers with the theoretical knowledge, history and
practical experience through a process of discovery and experimentation in the
fundamental aspects of typography. This course will provide participants with
knowledge and skills through practical exercises, lectures demonstrations and
examples to enable them explain and use the fundamental concepts and
principles in the use of typefaces and typographic design. Students will have to
successfully complete practical exercises and commence and complete an
integrated project.

1. Demonstrate a functional knowledge of the language of type, its practical use
and historical grounding
2. Demonstrate aesthetic and conceptual problem solving skills
3. Apply the terminology of typographic design
4. Demonstrate the expressive possibilities of typography
5. Define the influences that have shaped modern typography
Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Assessment 4
Assessment 5
Outcomes
Assessed
1
1-3
1
2, 4
1-5
Method of
Assessment
Letterform
Design a Monogram
Terminology Test
Play your Type
Journal for
Typography
Total
Weighting
5%
10%
20%
25%
40%
Duration
(if exam)
Word Count
(if
coursework)
1 hour
100%
Page 33 of 81
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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Different type of Typefaces

Learning anatomy of type
Typeface and layout
Compiling textural information into a journal
Compositing fonts into an image
Key Readings
Required Texts
David, C. The End of Print: The Graphic Design of David Carson (lastest
release).
Ellen, L. (2004), Thinking with Type. Princeton Architectural Press.
Timothy, S. (2002), Making and Breaking the Grid. 1st, Rockport Publishing
House: England.
(2004),The Elements of Typographic Style, ver. 3.0: Robert Bringhurst, Hartley &
Marks Publishers
(2005), 1000 Type Treatments: Wilson, Harvey, Loewy, Page One Publishing
(1997),The Big Book of Colour in Design: David E. Carter,
(2002),Grafisch Antwerp-Dutch Design Publication: Nieuwe media Co., BIS
Publications.
Reference Websites
www.yproductions.com
www.amesbros.com - Great site for logos, posters, packaging, CDs, ADs.
www.cwd.dk - Great for tutorials, cool links by categories
www.2000strong.com - 2d & 3d innovations
www.mcbcollection.com - History of posters
www.peterb.sk - Posters
www.bauhaus.de - Motion graphics
Page 34 of 81
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYVC9006
None
None
Module Aims
This module provides an understanding and importance use of color for design. It
covers topics on color theory, research and effective combinations that are
essential to apply color for effective visual communication. Students will explore
the principles, attributes, dimensions, harmonies and phenomena of color.
Emphasis is placed on the development of the students personal color sense and
expanding their knowledge of the expression, perception, and interaction of color.
By understanding the language and meaning of color from a social, cultural and
psychological context, students can thus manipulate colors in their design to suit
the product and target audience.
Digital colors will be introduced at a later part of the module which allow students
to explore the basic principles and techniques for generating colors on the
computer. Students will learn effective methods of attaining color harmony on the
computer. They will also be given a general overview of the basic aspects of
image capture, screen color display, digital color spaces and print reproduction
using the computer.

1. Describe basic color design theories
2. Mix colors and develop harmonious color compositions
3. Describe the relation and possible combinations between hues on the color
wheel.
4. Demonstrate an understanding of tone color in order to create a high contrast.
5. Use colour to create moods and symbolic images
6. Describe salient concepts of Impressionism and related techniques.
Page 35 of 81
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Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
1
1-3
Assessment 3
Assessment 4
Assessment 5
1, 3
1, 3, 4
1, 3, 4
Assessment 6
1, 4 - 6
Assessment 7
4-6
Assessment 8
Total
* Examination date and
Method of
Assessment
Warm and Cool
Manipulation of hue,
value and saturation
Colour Wheel
Exploring Achromatic
Exploring
Monochromatic
Color expression
Impressionism
Class participation
Weighting
Duration
(if exam)
Word Count
(if module
work)
10%
10%
10%
10%
10%
10%
20%
20%
100%
format, if applicable, will be advised at a later date.
Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Basic color design theories

Colour sense
Color for effective visual communication.
Harmonious color compositions
Combination between hues
Tone color in order to create a high contrast.
Create moods for target audiences
Symbolic images
Impressionism and techniques.
Warm and Cool
Manipulation of hue, value and saturation
Colour Wheel
Exploring Achromatic
Exploring Monochromatic
Color expression
Impressionism
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Key Readings
Required Texts
Hornung, D. (2005), Color: A Workshop for Artists and Designers. 1st Laurence
King Publishing: London.
Lee, Z. (2004), Art of Color Combinations. 2nd Publishing House of Electronics
Industry: Seoul, ILJINSA.
Reference Texts
Linford, C. (2004), The Complete Guide of Digital Color, Creative Use of Digital
Color in the Arts. 1st Harper Design International: NewYork/London.
Reference Website
http://www.colormatters.com/colortheory.html
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Page Layout
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Page Layout
AYVC9008
None
None
Module Aims
This module will help student develops basic principles that guide the form and
function of the printed page; symmetry and asymmetry, order and disorder,
tension and balance, contrast of value and scale, method of dividing space from
the Golden Mean of Greece to the contemporary Swiss grid system. Students will
also be shown how various elements combine to make a successful layout, using
words and images to communicate ideas effectively.

1. Analyse the form of the printed page and the various types of page structure.
2. Develop effective layout combining content with word and image
3. Further develop the skills to design and produce complex multiple page
document,
4. Demonstrate layout design principles with the appropriate grid system,
different page structure and materials
5. Use effectively the appropriate type treatments and alignment
6. Create perceptual page design which mainly depends on the students direct
expression or feeling, without using any formula or the grid system
Assessment
Number
Outcomes
Assessed
Assessment 1
1, 2
Assessment 2
1, 2, 3, 4, 5
Assessment 3
1, 2, 3, 4, 5
Assessment 4
Total
1, 2, 3, 4, 5, 6
Method of
Assessment
Thumbnail Sketches
and Comprehensive
Visual
Grid System Booklet
Magazine Spread + 2
Single Pages
Travel Brochure
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
20%
20%
50%
100%

Referencing Style
Page 38 of 81
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Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Adobe InDesign as a design layout tool.

Fundamentals of page layout, design format and structure.
Application of grid systems.
Single page and multiple pages layout design.
Composition of layouts using texts and images.
Application of appropriate type treatments and alignment.
Research and analysis of information.
Concept development and composition.
Key Readings
Required Texts
Alan, S. (2003), How to Understand and Use Design and Layout. How Design
Books Publishing.
Gavin Ambros, Paul Harris, Basic Design: Layout, (2005)
Gavin Ambros, Paul Harris, Basic Design: Format, (2005)
Reference Texts
Gavin Ambros, Paul Harris, Basic Design: Grids, (2005)
Caroline, N. & Jessica ,G. (2005). Page Layout---------balance between content
and space. China Texitle Publishing House.
Lewis, B. (1997), Grafik Design after the End of Print. 2nd .Universe Publishing.
Gavin, A. & Paul, H. (2005) Typography, Gardners Books.
Geal, F.K.W. (2003), Powerful Page Layout Design. An Hui Art Publioshing
House.
Wilson Harvey, The Best of Brochure Design 7 and 8, Rockport Publishers, 208
pages
Alan Swann, How to understand and use design and layout, How Design Books;
2nd edition, 128 pages
Print magazine, www.printmag.com
Wilson Harvey, 1000 Graphic Elements, Detail For Distinctive Designs ,
Rockport Publishers, 320 pages, www.amazon.com
Kimberly Elam, Grid Systems: Principles of Organizing Type (Design Briefs) ,
Princeton Architectural Press, 112 pages, www.papress.com
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Module Details
Module Title
Module Code
Pre-Requisite
:
:
:
Co-Requisite

AYVC9026
Drawing for Designers, Colours for Designers, Typography 1,
Design Principles
None
Module Aims
This module will introduce the techniques for creating digital illustrations through
the application of two dimensional vector images. Using Adobe Illustrator and
Adobe Photoshop as design tools, students will improve their illustration
technique and produce complex digital images, exploring technical and
aesthetical aspects of the vector-based illustration processes most commonly
used in the visual communication industry and applied it on projects such as book
covers, magazines covers, film posters, album covers, packaging, advertising,
editorials and digital painting etc.

1. Use the full range of shape drawing and freehand drawing tools available to
build illustrations.
2. Apply fill and stroke colors to objects created with the drawing tools.
3. Accurately trace, transform and modify the contours of an image using the
pen tool and its associated features.
4. Demonstrate the various type tools, and apply wrap, flow, shape, and path
modifications to typography.
5. Develop attractive illustrations using advanced selection, organization, and
drawing tools.
6. Develop and conceptualize illustrations styles for commercial / editorial client
needs.
Page 40 of 81
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Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
Assessment 3
Assessment 4
1,2
1,2,3
1,2,3,4,5,6
1,2,3,4,5,6,
Assessment 5
Total
1,2,3,4,5,6,
Method of
Assessment
Class exercise - 1
Expression poster
Editorial illustration
Applied illustration
project
Promotional collateral
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
10%
20%
30%
30%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Adobe Illustrator as a design tool

Two dimensional vector images
Pixel and vector imagery
Illustration techniques
Technical and aesthetical aspects of the vector-based illustration processes
Basic workspace
File management Import / export external files
Shape drawing and freehand tools
Fill and stroke colours
Live Paint
Drawing tools
Live trace; Trace the contours of an image
Pen tool and its associated features
Modify objects shapes - Transformation and distortion tools
Live effects
Type tools; Apply wrap, flow, shape and path modifications to typography
Conceptual composition
Page 41 of 81
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Key Readings
Required Texts
Wigan, M. (2007), Basics Illustration 01: Thinking Visually. AVA Publishing SA.
Lawrence, Z. (2009), Complete Digital Illustration, Rotovision, UK.
Reference Texts
Foster, J. (2009), Dirty Fingernails: A One-Of-A-Kind Collection of Graphics
Uniquely Designed by Hand. Rockport Publishers, Inc.
Kinsey, D. (2006), BLK/MRKT Gallery: One. Die Gestalten Verlag, Berlin.
Kinsey, D. (2007), BLK/MRKT Gallery: Two. Die Gestalten Verlag, Berlin.
Lugli, A. (2006), Handmade!. Ginko Press Inc., California.
Mareis, C. (2006), Illusive: Contemporary Illustration and Its Context, 2nd. Die
Gestalten Verlag, Berlin.
ODonnell, T. (2009), Sketchbook: Conceptual Drawings from the Worlds Most
Influential Designers. Rockport Publishers, Inc.
Wigan, M. (2007), Basics Illustration 02: Sequential Images. AVA Publishing SA.
Wigan, M. (2007), Basics Illustration 03: Type and Image. AVA Publishing SA.
Reference Websites
Magazines: Time, National Geographic, Face, Wire, Raygun, Monster Children
www.agnesmontgometry.com
www.illustrationweb.com
www.theispot.com
www.illustrationonfriday.com
www.illustration.org
http://graphicssoft.about.com/od/illustratortutorials/
http://www.acidflyers.com/illustrator.html
http://studio.adobe.com/search/main.jsp
http://www.bakaneko.com/howto/
http://www.thinkdan.com/tutorials/illustrator/
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Image Processing
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Image Processing
AYVC9010
None
None
Module Aims
This module will introduce the techniques of image editing and photo-retouching.
Using Adobe Photoshop as a design tool, students will improve their
photographic technique and produce complex digital images, exploring technical
and aesthetic aspects of the image manipulation processes most commonly used
in the visual communication industry.

1.
2.
3.
4.
5.
6.
Demonstrate appropriate use of color spaces, image resolution and file size.
Use digital editing tools to produce images for printing/web.
Create imagery for compositing effects.
Create, edit and paint digital images.
Create textures effects
Make color corrections and manipulations on photographic images.
Assessment
Number
Outcomes
Assessed
Method of
Assessment
Assessment 1
Assessment 2
1, 2
3, 4
Assessment 3
1-4
Assessment 4
Assessment 5
Total
3-5
1-6
Pixel & Vector

Compositing
Exercise
Photo collage & Retouching
Textures
Final Project
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10%
10%
20%
20%
40%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy
Page 43 of 81
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Syllabus Outline
Adobe Photoshop as a design tool

Technical and aesthetic aspects of image manipulation processes
Concepts and issues associated with color spaces, image resolution and
file size.
Image editing and photo-retouching
Digital editing tools to produce images for printing/web.
Edit and paint digital images
Texture effects
Color corrections and manipulations on photographic images.
Pixels and Vector imagery
Key Readings
Reference Texts
Evening, M. (2005), Adobe Photoshop Cs2 for Photographers: A Professional
Image Editors Guide to The Creative Use. 1st , Focal Print Oxford.
Fraser, B. (2005), Real World Camera Raw with Adobe Photoshop Cs2:
Industrial- Strength Production Techniques, 1st Peachpit Press: Berkeley.
Giordan, D. (2005), The Art of Photoshop. 1st Sams Press: Indiana.
Huggins, B. (2005), Photoshop Retouching Cookbook for Digital
Photographers.1st, Orielly & Associates Inc.
Mcclelland, D. (2005), Adobe Photoshop Cs2 One on One. 1st, Oreilly &
Associates Inc.
Reference Websites
http://graphicssoft.about.com/od/photoshoptutorials/
http://www.teamphotoshop.com/
http://www.phong.com/tutorials/
http://photoshop.weblogsinc.com/
http://www.designertoday.com/tabindex-16/tabid-19/DesktopDefault.aspx
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Digital Photography
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Digital Photography
AYIM9002
None
None
Module Aims
Photography is an important visual element in communication to create an
appropriate relationship between written content and information hierarchy. The
module is designed for both Graphic Designers and Multimedia Designers. The
module is dedicated to understanding photography as a medium of expression
and communication. Students will be challenged to find their own interpretation
and approach to visualize themes with images.

1.
2.
3.
4.
5.
6.
Develop technical skills for exposing good pictures

Create emotional responses from a specified audience
Demonstrate an analytical eye for effective framing and composition
Illustrate the basics of image retouching and processing techniques
Define the main categories, forms, themes and genres of photography.
Explore the process of researching a theme and developing a concept for a
photo shoot
Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
Assessment 3
Assessment 4
Assessment 5
Assessment 6
1, 2, 3
1, 2, 3, 4
1, 2, 3, 4
1, 2, 3, 4
1, 2, 3, 4
Assessment 7
1,2,3,4,5,6
Method of
Assessment
Exposure, shutter speed
techniques
Composition, framing
Composition: Emotion
Outdoor photography
Studio photography
Retouching and image
processing
Final project:
Researching themes
and interpretations
Total
Weighting
Duration
(if exam)
Word Count
(if
coursework)
10
10
10
10
10
20
30
100%

Referencing Style
Page 45 of 81
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Assignment Grading
Plagiarism Policy
Collusion Policy

Classes will consist of lectures, discussions, presentations, studio workshops and
Syllabus Outline
The Digital Single Lens Reflex

Basic features
Depth of Field
Aperture
Studio lighting
Outdoor photography
Flash balance & reflectors
Genres & themes
Expression and communication.
Researching themes and interpretation
Audience and the message
Framing and composition
Basic introduction to Photoshop
Retouching and image processing
Key Readings
Required Texts
Michael, F. (2007), The Photographers Eye Composition and Design for Better
Digital Photos: UK
Busch, D. (2004), Mastering Digital SLR Photography. 1st Course Technology
PTR: New York/London.
Reference Texts
Long, B. (2004), Complete Digital Photography. 3rd Charles River Media: Boston.
Peterson, B.F. (2004), Understanding Exposure: How to Shoot Great
Photographs with a Film or Digital Camera. Updated, Amphoto Books: New
York.
Billy, P. (2009), Lighting Techniques for Photographing Model Portfolios:
Strategies for Digital Photographers: New York
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Reference Journals
Digital Photography June 25, (2004), A simple step-by-step visual guide to taking
great photographs and digitally enhancing them using Photoshop. Author:
Michael Wright, Hylas Publishing
The Adventure of Photography (DVD), Publisher: Studio Kultur (2003),
Reference Websites
Digital Photography - www.shortcourses.com
Masters of Photography - www.masters-of-photography.com
Carlos Sarmando -www.carlosarmando.com
Darren Rose: http://digital-photography-school.com/
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Module Details
Module Title
Module Code
Pre-Requisite
:
:
:
Co-Requisite

AYVC9011
Page layout, Design Principles, Graphic Design, Typography 1,
Color for Designers
None
Module Aims
This module will enable students to further their skill in layout, conceptualization
and production techniques - from prepress planning to final finishing of
publication. Opportunities will be given to create more innovative and
sophisticated portfolio pieces. Students will have to successfully complete
practical exercises and an integrated project in order to complete the module.

1. Research, analyse and develop graphic design elements towards an
innovative design with creative layout development following a brief.
2. Demonstrate design along complex grid systems, layering and arrangements
of elements to apply to page layout design.
3. Design projects with advanced detail-oriented type treatment, graphic
elements, colors, layout design and production processes.
4. Pre-press, file management and production of design project for final printing.
5. Design specially structured publication, such as promotional brochure and
Annual Report.
Assessment
Number
Assessment 1
Outcomes
Assessed
1, 2, 3, 4, 5
Method of
Assessment
Promotional Brochure
Design
Annual Report
Assessment 2
1, 2, 3, 4, 5
Total
* Examination date and format,
Weighting
Duration
(if exam)
Word Count
(if
coursework)
50%
50%
100%
if applicable, will be advised at a later date.
Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy
Page 48 of 81
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Syllabus Outline
Research and analysis

Page design objectives and development.
Grid systems, layering and page compositions.
Type treatments, graphic elements and colors
Print and production process
Pre-press and file preparations for printing.
Promotional collateral design, brochure
Corporate collateral design, annual report
Key Readings
Required Texts
Perry Chua (2008), The Best of Brochure Design 10. Rockport Publishers.
Charlotte, R. (2004), Maximalism, The Graphic Design of Decadence & Excess.
Rotovision Publishers.
Kristin, C. (2005), Layout Workbook, A Real World Guide to Creating Powerful
Pieces. Rockport Publishers.
Timothy, S. (2005), Making and Breaking the Grid: A Graphic Design Layout
Workshop. Rockport Publishers.
Alan Swann, How to understand and use design and layout, (How Design Books;
2nd edition), 128 pages, www.amazon.com
Joyce Rutter Kaye, Print Regional Design Annual 2007, (2007), Print Magazine
Wilson Harvey, 1000 Graphic Elements, Detail For Distinctive Designs,
(Rockport Publishers), 320 pages, www.amazon.com
Jon Wozencroft, The Graphic Language of Neville Brody, Neville Brody
(Gardners Books), 176 pages
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Graphic Production
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Graphic Production
AYVC9013
Page Layout,
Advanced layout & Production
Module Aims
In this module students will develop the skills and vocabulary necessary to
prepare a project for print production. The focus for this module is productionbased (with minimum creativity weightage). This is an advanced technical class.
The module will be presented in the form of lectures with notes that will be
complemented with appropriate computer exercises. As a knowledge-focus
module, it is imperative that students take notes during lectures and participate in
class discussions and practice. Students are expected to keep a journal of
examples of different print samples and paper stock.

1. Acquire an understanding of the terminology necessary for digital production
and prepress.
2. Demonstrate the various stages of preparing computer files for production.
3. Acquire a basic understanding of print and production processes according to
production timeline
4. Acquire knowledge in different types of printing processes and finishings.
Assessment
Number
Outcomes
Assessed
Weighting
Assessment 1
1, 2
20%
Assessment 2
1, 2, 3, 4
Assessment 3
Total
1, 2, 3, 4
Package Structure
Design
Graphic production
terminology quiz
Paper Catalogue Design
30%
Duration
(if exam)
Word Count
(if
coursework)
1.5 hours
MCQ
Questions
50%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy
Page 50 of 81
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Syllabus Outline
Terminology for prepress and print production.

Basic packaging design structure
Material for packaging design
Material for print design
Prepress files preparation for print.
Different type of printing processes.
Production Finishes and special effects
Design and format guidelines
Key Readings
Required Texts
Alan, P. (2005), Production or Graphic Designers. 4th , Overlook Hardcover.
James, C. (1990), Production for the Graphic Designer, 2nd, Watson-Guptill
Publications.
Kaj, J. & Peter, L.& Robert, R. (2002), A Guide to Graphic Print Production. 1st,
Willey Publishers.
Martin, L.G. & John, C.L. (2000), Graphic Design and Production Technology, 1st,
Prentice Hall Publishing House.
Michael, H.B. (2000), Pocket Pal: ( A Graphic Arts Production Handbook). 18th,
Graphic Arts Technical Fndtn Publishers.
Reference Website
Graphic Resources: www.gxo.com
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Identity System
Module Details
Module Title
Module Code
Pre-Requisite
:
:
:
Co-Requisite
Identity System
AYVC9017
Design Principles, Graphic Design, Typography 1, Colours for
Designers
None
Module Aims
Introduce students to the understanding of identity systems from its origins, to its
development as a modern marketing communications tool. Students learn to
investigate different business scenarios that may affect a brand from a graphic
designers point of view. Overall, this module focuses on introducing students to
strategic brand development by means of research, study and analysis, which will
culminate specifically in the form of a brand manual.

On completion of this module, students should develop the knowledge and skills
to;
1. Conceptualize and develop an effective corporate logo through different ideageneration techniques (including brainstorming). Understand what constitutes
a good logo.
2. Develop a corporate identity system (CIS) that could be applied to different
collaterals consistently and creatively.
3. Demonstrate the importance of CIS and how it shapes a companys image
and reputation.
4. Creating and understanding the purpose of a client's brief.
5. Define the role of the designer / team in creating a successful brand identity.
6. Define specific brand guidelines in the form of a professional Visual Identity
manual.
Assessment
Number
Outcomes
Assessed
Assessment 1
1,2,
Assessment 2
1,2,3,4,5,6
Total
* Examination
Method of
Assessment
Logo and stationery
design for selfpromotion
Corporate identity
system / brand manual
Weighting
Duration
(if exam)
Word Count
(if
coursework)
40%
60%
100%
date and format, if applicable, will be advised at a later date.
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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Identity systems as a marketing communications tool

Research and strategic design development
Idea-generation techniques
Strategic brand development
Corporate identity system
Developing and understanding the clients brief
The roles of the designer / team
Logo design and brand identity manual
Key Readings
Reference Texts
Alina, W. (2003), Designing Brand Identity. 1st, Wiley Publishig House.
Andy, C. (2004), Examining The Visual Culture of Corporate Identity. Gingko
Press.
David, E.C. (2005), American Corporate Identitiy 2006. 1st, Collins Design
publishers.
John, B. (2003), Revealing the Corporation. 1st, Amazon. Com.Sales Rank.
Publishers.
Veronica, N. (1987), Corporate Identity Design. 1st Wiley Publishers.
Thomas, G. (2003), How to design logos, symbols and icons, How design.
Catharine, F. (2000), Redesigning Identity, RockPort Publishers.
Lisa, S.(2001), Logo Design That Works, RockPort Publishers.
Melissa, D. (2005), More than a name, AVA Publishing.
Alina, W. (2009), Designing Brand Identity,John Wiley & Sons.
Reference Websites
Landor Design: www.landorassociate.com
City University London, Visual identity: www.city.ac.uk
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Packaging Design
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Packaging Design
AYVC9015
All Modules from Term 1 to Term 4 (Year 1)
None
Module Aims
Packaging designers need to develop marketable ideas and translate design
concepts into three-dimensional packages of all shapes and sizes. Packaging
Design will introduce students to materials and processes related to forms for
packaging. Through understanding the characteristics of various packing
materials and researching and analyzing the qualities of the product and the
consumer needs and other factors, students will produce various solutions that
can attract and sell. An important part of the class will revolve around individual
student critiques and detailed comments and recommendations for developing
the required project materials. Students will develop extensive projects and
elaborate several different design solutions for them, including detailed thumbnail
drawings, marker renderings, structures, graphic design and final packaging.

1. Analyse the purpose of packaging design
2. Plan research and idea-forming techniques in relation to three-dimensional
form
3. Conceptualize idea-driven design solutions to positively present the product
4. Analyze two-dimensional graphic applications on three-dimensional form
5. Evaluate existing packaging systems in relation to market overviews
6. Demonstrate functional knowledge of resource and material management
Assessment
Number
Assessment 1
Outcomes
Assessed
1,2,3,4,5,6,
Assessment 2
Total
1,2,3,4,5,6,
Method Of Assessment
Weighting
Household product or
wine packaging design
DVD packaging design
50
Duration
(If Exam)
Word Count (If

Coursework)
50
100%

Referencing Style
Assignment Grading
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Plagiarism Policy
Collusion Policy

Syllabus Outline
Roles and responsibilities of packaging designers

Different purposes and function of packaging
Packaging and the environment
Packaging materials
Packaging design and production processes
Packaging prototypes
Graphic design for packaging
Shelf impact
Marketing and product information
Packaging design case studies
Key Readings
Required Texts
Dennison, E. (2003), Packaging Prototypes, 4th, Rotovision SA 1990 Publishers.
Garrofe, J. (2005), Structural Packaging, 1st, Page One Publishing Private Ltd.
Puciello, M. (2003), New Talent Design Annual. 1st, Graphics Inc.
James, M. (2008), Colour Harmony: Packaging, Rockport Publishers, inc.
Lowey, (2006), Print & Production Finishes for CD and DVD Packaging, Rockport
Publishers, inc
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Advertising Design
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Advertising Design
AYVC9016
None
Module Aims
This module serves to introduce students to Advertising Design from its origins to
its development as a modern marketing communication tool. The emphasis will
primarily be on introducing students to strategic design by means of research and
development, which will culminate specifically in the form of a final project. The
final project will consist of but not limited to the re-design of an existing
companys advertising campaign, and its application/use across three strategic
application/formats. Students will utilize the creative process as used by actual
professional Graphic Designers/Art Directors in a replicated professional working
environment.

1. Demonstrate the knowledge of advertising ethics and the process of an
advertising campaign.
2. Define the target audience and market segment.
3. Understand the production cycle of various advertising media.
4. Analyze information and practice research techniques.
5. Demonstrate brainstorming techniques, ideas and concept development.
6. Execute print ad production using different mediums and project presentation.
7. Manage teamwork and project schedule.
8. Creating and understanding the purpose of a client's brief.
9. Demonstrate the significance of effective copywriting techniques.
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Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Outcomes
Assessed
1,2,4,5,6,7,
8
1,2,3,4,5,6,
8,9
1,2,3,4,5,6,
7,8,9
Method of
Assessment
Target Audience /
Identifying the USP
Big Idea / Tone / Media
Implementation
Final Design and
process
Total
Weighting
Duration
(if exam)
Word Count (if

coursework)
30%
30%
40%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Advertising design theory and practice

Advertising ethics
Self initiate research and critique
Creative brief development
Identifying the USP / ESP
Analyze the target audience
Creative problem solving
Mind mapping / Idea generation
Conceptualize the Big Idea
Effective copywriting
Media planning
Art direction
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Key Readings
Reference Texts
Aitchison, J., (2003), Cutting Edge Advertising. 2nd, Prentice Hall Publishers.
Hickey, L., (2005), Design Secrets: Advertising: 50 Real-Life Projects Uncovered.
1st, Rockport Publishers.
Jackson, L., (1994), Fables of Abundance: A Culture History of Advertising in
America. 1st, Basic Books Publishers.
Landa, R., (2004), Advertising by Design: Creating Visual Communications with
Graphic Impact, 1st, Willey Publishers.
Pricken, M., (2004), Creative Advertising: Ideas and Techniques from the Worlds
Best Campaigns. 1st, Thames & Hudson Publishers.
Mark, S., (2009). Copywriting: Successful writing for design, advertising and
marketing. Laurence King Publishing. London, United Kingdom.
Gavin, L.Tang, (2006). Guerilla Advertising. Laurence King Publishing. London,
United Kingdom.
Robert, S., (2005), Kiss & Sell. AVA Publishing.
Sean, H., (2007), This means that: A users guide to semiotics. Laurence Kind
Publishing.
Pete, B., (2009), The Advertising Concept Book. Thames& Hudson.
Simon, V., (2010), How to make it as an advertising creative. Laurence King
Publishing. UK
Reference Websites
Cannes international advertising festival. Annual official festival winners DVD.
http://designarchives.aiga.org
Quotes from Leo Burnett:
www.brainyquote.com/quotes/authors/l/leo_burnett.html
www.ihavenaidea.org
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYEL9001
Completion of ESL programme
None
Module Aims
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.
Students learn to locate, understand and critically evaluate information from
books, journals, the Internet and primary sources in order to do effective
research. Using these sources of information, students then produce an
extended piece of analytical writing and give oral presentations to their peers.
Skills in doing primary research (i.e. conducting focus groups and surveys),
accessing and evaluating information, paraphrasing, using established
referencing systems, applying the principles of effective communication and the
professional presentation of documents are all covered during the module.

At the end of the subject, the student is expected to be able to:
1. Explain essential elements of communication including, basic models of
communication, features of verbal & nonverbal communication and
intercultural communication
2. Explain essential elements of research, using the appropriate terminology:
primary/secondary, quantitative/qualitative, etc.
3. Access information for research purposes; using electronic media and
traditional library resources
4. Read and critically evaluate texts appropriate to tertiary level study
5. Reference work using the ALA system
6. Organise and conduct effective primary and secondary research
7. Develop and present research analysis in written form
8. Make formal, professional oral research presentations in clear, concise and
appropriate language using effective visual support
9. Work collaboratively with others
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Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
Assessment 3
Assessment 4
Assessment 5
1, 2, 4, 5
2, 3, 4, 5,
6, 7, 9
2, 3, 4, 6,
8, 9
2, 3, 4, 6,
8, 9
Method of
Assessment
Weighting
Participation &
Preparation
Midterm Test
Final Report
10%
Initial Presentation
15%
Final Presentation
30%
Total
15%
30%
Duration
(if exam)
Word Count
(if
coursework)
1 hour
2000 words
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

ARCS is a 12-week course with one 4-hour lecture weekly, consisting of a 2-hour
lecture and a 2-hour workshop. Workshops will consist of analysis of models,
reflection, discussions and presentations. Lectures are supplemented by
individual and small group tutorials.
Syllabus Outline
ARCS will comprise four sections:
1.
2.
3.
4.
Orientation to research
Research and Analysis
Academic Writing Skills
Academic Presentation Skills
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Key Readings
Reference Texts
Fowler, RH and Aaron, JE (2010). The Little, Brown Handbook, 11th edn,
Pearson, London.
Gamble, TK & Gamble, M (2005). Communication Works, 8th edn, McGraw Hill,
New York.
Visocky OGrady, K & Visocky OGrady, J (2009). A Designers Research
Manual, Rockport, USA
Summers, J & Smikth, B., (2003). Communication Skills Handbook: how to
Succeed in Written and Oral Communication, 5th Ed. John Wiley & Sons,
Australia.
Reference Websites
Intute 2009. Accessed: May 11, 2010, from http://www.intute.ac.uk/
Perdue Online Writing Lab 2009, Perdue University. Accessed: May 11, 2010,
from http://owl.english.purdue.edu/
Research Guides (n.d.). Accessed: May 11, 2010, from
http://libweb.sonoma.edu/research/subguides.html
Uni Learning (n.d.). Accessed: May 11, 2010, from
http://unilearning.uow.edu.au/main.html
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Typography 2
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Typography 2
AYVC9014
None
Module Aims
This module will provide designers with the theoretical knowledge and practical
experience of typography through exercise that build on what was learnt in TYPE
1, and further the development of the students aesthetic and structural
understanding of letterforms and typefaces, while encouraging more creative,
illustrative and sensitive forms of lettering. The modules goal is to further study of
modern typographic developments and hybrids and the relationship between type
and language to create professional and strong typographical solutions.

1. Explore contemporary typestyles and use type to its full potential as a tool for
communication.
2. Develop type through non-traditional methods.
3. Explore how to give words expression and personality through typography.
4. Conceptualize a new typeface to meet a certain demand
5. Create new typographic systems that have strong legibility and aesthetic
value
6. Demonstrate a functional understanding of the demands on and trends in
typography in our modern society
Assessment
Number
Outcomes
Assessed
Assessment 1
Assessment 2
1, 2, 3
1, 2, 3, 4, 5
Assessment 3
1, 2, 3, 4,
5, 6
Total
* Examination
Method of
Assessment
Language and Type
Typeface Design for
Publication
Final Project: Criterion
Collectors Sets
Weighting
Duration
(if exam)
Word Count
(if
coursework)
20%
40%
40%
100%
Page 62 of 81
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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Contemporary typestyles for communications.

Type development through unconventional methods.
Typography personality expression.
Typeface design development.
Typographic systems with strong legibility and aesthetic value.
Trends in modern typography society.
Key Readings
Reference Texts
Blackwell, L. and Carson, D. (1995), The End of Print: The Graphic Design of
David Carson( lastest release). Laurence King Publishing Ltd, London.
Blackwell, L. and Carson, D. (No publishing date given), David Carson: 2nd Sight.
Laurence King Publishing Ltd, London
Carson, D. (No publishing date given), Trek: David Carson. Recent Werk. Gingko
Press Inc., California
Timothy, S. (2002), Making and Breaking the Grid. 1st. Rockport Publishing
House.
Fawcett-Tang, R. and Jury, D. (2007), New Typographic Design, Laurence King
Publishing, London.
Hyde, K. and Warwicker, J. (2001), MmmSkyscraper I love You: a Typographic
Journal of New York. Booth-Clibborn, London.
Sagmeister, S. (2008), Things I Have Learned in My Life so Far. Abrams Books.
Vignelli, M. (2007), Vignelli from A to Z. Images Publishing Group.
Vignelli, M. (2006), Lella and Massimo Vignelli: International Graphic Design.
Images Publishing Group.
Crouwel, W. and Broos, K. (2003), Wim Crouwel Alphaphets. Ginko Press Inc.,
California
Reference Website
www.thingsihavelearnedinmylife.com
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Module Details
Module Title
Module Code
Pre-Requisite
:
:
:
Co-Requisite

AYVC9018
None
Module Aims
The Students will be provided with the necessary knowledge and skills through
practical exercises, lectures, demonstrations and examples to enable them to
create unique web solutions by analyzing different project requirements and
needs. Students will also gain practical skills to enable them to create web pages
by designing and programming with hypertext markup languages and graphical
web building tools. Students will have to successfully complete practical
exercises and commence a final integrated practical project.

1. Capitalize upon the limitations and opportunities of web based interactive
media.
2. Study the basic principles and rules that govern using HTML (Hypertext
Markup Language)
3. Apply CSS and understand the advantages of separating content from layout.
4. Use the Internet as a multiple platform computer network, in order to provide a
consistent experience to users across different systems.
5. Relate the concepts of a web server as a web-publishing platform.
6. Relate the concept and usage of the FTP protocol in the web creation process.
7. Use graphical web building tools in a project, applying all the previously learnt
design and content structure guidelines.
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Assessment
Number
Outcomes
Assessed
Assessment 1
1,2,7
Assessment 2
1,2,4,7
Assessment 3
1,2,3,4,5,6,
7
Total
* Examination
Method Of
Assessment
Analyze an existing
webpage
Interface design
(Cosmetic Design)
Working Prototype
Evaluation / Final
design
Weighting
Duration
(If Exam)
Word Count
(If
Coursework)
20%
30%
50%
100%
Details of these policies and procedures can be found on the Student Handbook
Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Identifying project requirement and needs

Integrated sitemap
User path
Architectural wireframe
Designing and programming with markup languages
Graphical web building tools
Graphical user interface
Navigation and layout content
Developing a website using Adobe Dreamweaver
Basic principles of CSS scripting
Multiple platforms and users
File naming and folder management
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Key Readings
Reference Texts
Crowder, D.A. (2004), Building a Web Site for Dummies. 1st, Hungry Minds Inc:
U.S.
Krug, S. (2005), Dont Make Me Think! A Common Sense Approach to Web
Usability. 1st,
New Riders Publishers.
Willard, W. (2001), A Beginners Guide ( Beginners Guide S.) 1st, Osborne
McGraw Hill. Publishers.
Reference Websites
CSS Zen garden : http://www.csszengarden.com
DEVSHED : http://www.devshed.com/c/b/Style-Sheets/
World Wide Web Consortium : http://www.w3c.org
Alistapart: http://www.alisapart.com
http://www.wpdfd.com/editorial/basics/index.html
http://www.bluerobot.com/web/layouts/
http://cssvault.com/
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Module Details
Module Title
Module Code
Pre-Requisite
:
:
:
Co-Requisite

AYIM9013
Digital & Applied Illustration; Image Processing; Colour for
Designers; Typography I
None
Module Aims
To provide participants with the knowledge and skills through practical exercises,
lectures, demonstrations and examples to enable them to create both, webbased, and CD-Rom-based multimedia programs. Participants will gain an
understanding of, and practical experience of working with Interactive Authoring
Software. Participants will also study the principles of Interactive Design and
software related programing techniques. Participants will have to successfully
complete practical exercises and final projects in order to complete the module.

1. Demonstrate the basic applications of Multimedia Authoring software
2. Apply creative awareness to all aspects of multimedia design to develop
navigation and interactivities with a relevant programming language
3. Integrate media into an interactive programme: bitmap images, vector
graphics, video, and audio
4. Describe the principles of interaction within media applications
5. Demonstrate the principles of online and offline authoring relating to media
processing, streaming media and platform performance.
6. Produce appropriate and creative multimedia programs
Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Total
Outcomes
Assessed
1-6
1-6
Method of
Assessment
Weekly Exercises
Final project
Peer evaluation
Weighting
Duration
(if exam)
Word Count
(if
coursework)
30%
60%
10%
100%

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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Principles of Interactive Multimedia Design

Basic applications of authoring software
Programing techniques
Simple scripted navigation and interactivities
Flash ActionScript
Bitmap Images, Vector Graphics, Video, and Sounds
interaction within web based media
Online and offline authoring relating to media processing, streaming
media and platform performance.
Key Readings
Reference Texts
You are recommended to purchase or have access to the following:
Bhangal, S. (2004), Flash Hacks 1st OReilly Media: USA
EIsom-Cook Mark (2000), Principles of Multimedia Design 2nd McGraw Hill
Education
Graham, L. (1998), Principles of Interactive Design 1ST Thomson Delmar
Learning
Misovich, J. (2002), An Introduction to Interactive Multimedia 1ST Allyn & Bacon:
London
Moock, C. (2002), Essential ActionScript 2.0 1ST OReilly Media: USA
Reference Websites
British Interactive Media Association, www.bima.co.uk
Chartered Society of Designers, www.csd.org.uk
Design and Art Directors Association, www.dandad.co.uk
British Design Initiative, www.britishdesign.co.uk
Society of Typographic Designers, www.istd.org.uk
Macromedia (www.macromedia.com)
FlashKit (www.Flashkit.com)
www.art-today.nl
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Publication Design
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Publication Design
AYVC9020
None
Module Aims
This module investigates design communication for professional publications and
magazine design, with an emphasis placed on developing innovative modern
concepts for defined target audiences. Students will also learn how to assemble
and work as a full-functioning publication team. Students will learn to define style
guides, create mastheads, generate content and maintain consistency throughout
a major publication project within a group setting. Students will continue to build
upon the principles they learned in page layout, advanced layout & production
and graphic production by using dynamic grid systems, professional binding
techniques, choosing appropriate paper stocks and working with special printing
effects and finishes. Students will also be responsible for generating a working
timeline and meeting all of the goals within that timeline just as they are defined
as well as staying within a budget.

1. Define and execute roles in a publication design team
2. Demonstrate how the typographic content / elements / page anatomy can
help create innovative design to engage a clearly defined target audience
3. Manage publication design and production accordingly to the timeline
4. Selection of appropriate paper stocks, binding techniques and printing effects
to deliver a professional publication
5. Design unique and striking masthead
6. Maintain publication design consistency in a group setting
7. Demonstrate the importance of type/colour/graphic-style management (Style
Sheets) in publication design
8. Develop interesting and consistent publication contents
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Assessment
Number
Outcomes
Assessed
Assessment 1
1,2,3,4,7,8
Assessment 2
1,2,3,4,5,6,
7,8
Method of
Assessment
Personal Design
Manifesto
Group Publication
Design
Total
Weighting
Duration
(if exam)
Word Count
(if
coursework)
40%
60%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Editorial design
Templates and Masthead
Page anatomy and structure
Pagination, signature and section
Print production processes
Prepress and postpress
Finishing and special effects
Special colour printing
Format and size
Content analysis
Colour calibration and management
Colour audit checklist
Style Sheet, budget and timeline management
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Key Readings
Reference Texts
Hirasuna, D. 2006, The Pentagram Papers. Thames & Hudson, England
Taute, M. 2008. Design Matters//Brochures: an Essential Primer for Todays
Competitive Market. Rockport Publishers, Massachusetts
Sagmeister, S. 2008. dThings I Have Learned. Abrams Books
Ambrose, G. and Harris, P. 2005. Basics Design: Layout. AVA Publishing,
Switzerland
Samara, T. 2005. Making and Breaking the Grid: a Graphic Design Layout
Workshop. Rockport Publishers, MA.
Reference Journals
IDN magazine
Raygun Magazine
Wire Magazine
Face Magazine
National Geographic Magazine
Fuse Magazine
Adbusters Magazine
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
AYVC9021
All Subjects prior to Term 6
None
Module Aims
This module is designed to train the students to do research and to develop an
individual project (linked to the research project) from conception to finished
artwork with professional presentation. Students will be responsible for initiating
their ideas, in-depth research, analysis, project planning, concept development,
implementation and presentation.
Students are expected to prepare detailed research, participate in any group
discussion and problem-solving sessions. They will be required to initiate and
maintain an extensive project file that should include research, bibliography,
notes sketches, mock-ups and a project schedule.

1.
2.
3.
4.
5.
6.
7.
8.
Work independently and intelligently.

Write their chosen design project and schedule.
Engage in problem solving and self-learning in their creative pursuit.
Clearly document project development stages and develop their individual
design projects.
Create a brief for the client and execute the brief.
Prepare, write a project plan and make a professional presentation.
Demonstrate meaningful content-development.
Utilize appropriate research in the context of a multi-faceted graphic design
project.
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Assessment
Number
Outcomes
Assessed
Assessment 1
1,2,3,4,6,7
Assessment 2
1,2,3,4,5,6,
7
1,3,4,5,7,8
Assessment 3
Total
* Examination
Method of
Assessment
Self-Initiated Project
Proposal
Project Plan
Project Book and
Research
Weighting
Duration
(if exam)
Word Count
(if
coursework)
30%
20%
50%
100%
Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Identifying opportunities for design

Research methodology
Problem solving
Questionnaire design
Target audience and market segment
Writing a creative brief
Concept and content-development
Review relevant design / advertising case study
Manage the project as per timeline (schedule)
Documentation of the learning process
Managing the design strategy, process and implementation
Presentation skills
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Key Readings
Required Texts
Beirut, M. (1997), Looking Closer 2, Allworth Press.
Feig, B. (2004), Tips for making your research work for you, Digital.
Lupton, E. (1996), Design Writing Research: Writing on Graphic Design, Phaidon.
Jenn, Ken, V.(2009), A Designers Reseach Manual, RockPort Publishers Inc.
Reference Websites
Magazine: Print / Eye / IdN / Wired / Publish / Communication Arts / Idea / How
Artphoto: www.artphoto.com
Pop matters: http:/popmatters.com
Design Talkboard : www.designtalkboard.com
How Design: www.howdesign.com
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Portfolio I
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Portfolio I
AYVC9019
None
Module Aims
This module aims to assist the student in developing a professional portfolio and
learning how to present the work that can best exhibit the strength of the
students' creation. Evaluation of current work and assessment of strengths and
weaknesses of such will determine the specific actions, revisions or generation of
new work which need to be undertaken as part of this module. High standards of
presentation will be expected as well as objective selection of work for meeting
the students' specific career expectations. This will include preparation of
resumes, cover letters, self-promotional direct mails, emails, methods in targeting
and researching for students' internship.

1. Create a set professional communication collaterals e.g. resume, cover letter,
etc
2. Complete a presentable portfolio to meet their career expectation
3. Be able to present themselves well in the job market e.g. interviewing skill,
mannerism, etc.
4. Be prepared for job sourcing and hunting.
5. Refine / Modify / Generate works to a professional level
Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Assessment 4
Assessment 5
Assessment 6
Outcomes
Assessed
2,3
2,3,4,5
2,3,4,5
1,2,3,4,5
1,2,3,4,5
-
Method of
Assessment
Draft portfolio
Final portfoliio
Self-promo item
Resume and cover letter
Interview Feedback
Graduation Theme
Total
Weighting
Duration
(if exam)
Word Count (if

coursework)
10%
20%
30%
10%
30%
Assess in
portfolio 2
100%
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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Developing a professional portfolio

Evaluation of past work and assessment
Objective selection of work
Preparation of resumes and cover letters
Selection of design assignments
Self-promotional applications
Interview and mannerism skill
Portfolio presentation skill
Sourcing and job hunting
Key Readings
Reference Texts
Baron, C.L. (2003), Designing a Digital Portfolio, 1st, New Riders Press.
Berryman, G. (1994), Designing Creative Portfolios. 1st, Crisp Learing Publishers.
Goldfarb, R. (2002), Careers by Design: A Business Guide for Graphic
Designers. 3rd. Watson-Guptill Publications.
Heller, S.D. (2002), Becoming a Graphic Designer: A Guide to Careers in Design.
2nd, Willey Publishers.
Myers, D.R. (2005), The Graphic Designers Guide to Portfolio Design, 1st, Willey
Publishers.
Reference Websites
http://desktoppub.about.com/cs/freelance/a/portfolio_5.htm
http://www.linkdup.com
http://www.core77.com/design.edu/portfolio_tips.asp
http://www.robinsdesign.com/g_job_design_portfolio.html
http://www.rmcad.edu/apply-admission/portfolio-preparation
http://gcc.bradley.edu/faculty/Rowe,%20Robert/portfolio_Galleries/LeyPortfolio/
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Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:

AYVC9022
None
Module Aims
This module exposes students to the professional environment through industry
opportunities in graphic design studios, advertising agencies, and other approved
organizations. Students will be working under the guidance of art directors,
creative directors, senior graphic designers or marketing communication
managers and performing creative work that is educational and meaningful for
their short-term academic goals as well as their long-range career preparation.
Students will have to successfully complete a minimum of 24 work days and
create an internship report in order to complete the module.

1. Prepare effective resumes, meeting deadlines and dealing with clients and
supervisors
2. Present themselves confidently when seeking for work in the industry
3. Meet industrys expectations with relevant skill set and knowledge
4. Sell / promote themselves in the marketplace
5. Collaborate and perform effectively in a team environment
6. Manage design projects with time management
7. Awareness of design market trends and technological advancement
Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Total
Outcomes
Assessed
Method of
Assessment
1
2,3,4,5,6,7
3,4,5,6,7
Preparation of contract
Student evaluation form
Internship report
Weighting
20%
40%
40%
100%
Duration
(if exam)
Word Count
(if
coursework)
1500 words
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Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Preparation of contract agreements

Industry practices and requirements
Time management
Establish industry contacts
Presentation skill
Job hunting and sourcing
Students evaluation feedback
Job assessment
Internship report writing
Key Readings
Required Texts
Crawford, T.(1998), AIGA Professional Practices in Graphic Design American
Institute of Graphic Arts, Allworth Press.
Steven, D. (2003) Becoming a Graphic Designer: A guide to careers in Design,
1st, John Wiley and Sons
Gardner, G. (2004) Gardners Guide to Internships in New Media 2004 2nd
Reference Websites
Standards of professional practice. (www.aiga.org/content.cfm?ContentID=146)
Graphic Design: A Career Guide. (www.aiga.org/content.cfm?categoryID=411)
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Portfolio 2
Module Details
Module Title
Module Code
Pre-Requisite
Co-Requisite
:
:
:
:
Portfolio 2
AYVC9023
None
Module Aims
This module has been designed and structured to prepare students for
employment in the Graphic Design industry. Students will review and analyze
results from Portfolio Workshop 1, categorizing works into disciplines and
positioning it for the job market and to match their career target. Students will
also learn how to look for jobs in different media. This will include preparation of
resumes, cover letters, self-promotional design, portfolio book and methods in
targeting and researching the job market, discussing portfolio preparation and
reviews. We will also briefly discuss how to go about running your own graphic
design business.
A large portion of their time will be spent on the design and production of the
graduation book. On completion of this unit, students would have a better insight
to what is expected from them in the industry. They will be better in presentation
skills and develop self-confidence. There will be an emphasis on speaking and
presentation skills, as well as becoming familiar with and being able to talk about
contemporary designers and design issues, all of which are important aspects of
presentation and interviews.

1.
2.
3.
4.
5.
6.
7.
Cover letter and resume update.

Refine and modify works for portfolio to a professional level
Position themselves within the job market.
Insight to industry practice and expectation.
Mange design projects from concept to print production.
Present themselves confidently and professionally for a job interview.
Self-promotional design applications
Page 79 of 81
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Assessment
Number
Assessment 1
Assessment 2
Assessment 3
Outcomes
Assessed
2,3,4,5
1,2,3,4,6,7
5
Method of
Assessment
Graduation Book
Portfolio Book
Attendance and
participation
Total
Weighting
Duration
(if exam)
Word Count
(if
coursework)
40%
40%
20%
100%

Referencing Style
Assignment Grading
Plagiarism Policy
Collusion Policy

Syllabus Outline
Evaluate and develop a professional portfolio

Project management from print to production
Self-promotional collaterals
Preparation of resumes
Industry practices and expectations
Interview skills and mannerisms
Key Readings
Required Texts
Dorst, K. (2003), Understanding Design: 150 Reflections on being a designer,
2nd, Bis Publishers.
Linton, H. (2005), Portfoilo Design, 2nd, W.W. Norton.
Hartmann, K. & Nielsen, D. (2006), Inspired: How Creative People Think, Work,
and find Inspiration, 1st, Bis Publishers.
Steven, D. & Teresa, F. (2004), Becoming a Graphic Designer: A Guide to
Careers in Design, 3rd, Willey Publishers.
Various Contributors (2005), Area, 2nd, Phaidon Publishers.
Heller, S.D. (2002), Becoming a Graphic Designer: A Guide to Careers in Design.
2nd, Willey Publishers.
Myers, D.R. (2005), The Graphic Designers Guide to Portfolio Design, 1st, Willey
Publishers.
Page 80 of 81
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Reference Websites
http://desktoppub.about.com/cs/freelance/a/portfolio_5.htm
http://www.linkdup.com
Page 81 of 81
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Visual Communication Handbook

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Visual Communication Handbook

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Programme Handbook for

Award: ADVANCED DIPLOMA in VISUAL

AWARD INFORMATION ................................................................................ 6

AIMS OF THE PROGRAMME ........................................................................ 6

ADMISSION CRITERIA .................................................................................. 6

AWARDS CRITERIA ...................................................................................... 7

PROGRAMME LEARNING OUTCOMES ....................................................... 8

TEACHING AND LEARNING STRATEGY ................................................... 15

PROGRAMME ADMINISTRATIVE POLICIES ............................................. 21

: Digital and Applied Illustration ...................................................... 40

Reason for Revision

Raffles University System Limited

Established in 1990, Raffles Education Corporation (REC), a premier education

Vision and Mission of Raffles Education

Vision: As a premier education provider we are committed to nurture creative

The development of superior thinking processes;

Creativity and innovation;

Raffles Education Advantages:

Employer-based Internships - all programmes have a compulsory internship

International Recognition - all programmes are conducted in English at a

Professional Excellence - all curricula are related to the needs of relevant

Leadership - all programmes emphasise creativity and innovation to enable

Entrepreneurship - programmes encourage and support students to prepare

International Mobility - wide international delivery network offering students

Raffles University System Limited

Advanced Diploma in Visual Communication

Aims of the Programme

Entry Qualification Requirement

The minimum entry requirement is 3 IGCSE O-Level passes or equivalent. Raffles

English Language Requirement

The Advanced Diploma programme is normally studied full-time over 2 years

The Advanced Diploma in Visual Communication will be awarded when students

Graduates of the Advanced Diploma in Visual Communication will have

Effectively synthesise hands-on skills, knowledge and understanding within

Demonstrate competence in emerging visual communication technologies

Use visual communications industry terminology to describe the technical and

Utilise a range of interdisciplinary approaches to completing tasks, including

Demonstrate the capacity for entrepreneurship and socially responsible

Raffles University System Limited

Programme Learning Outcomes

At the level of successful achievement, the programme outcomes will be evidenced

Knowledge and Understanding

Articulate knowledge and understanding of local and global visual

Demonstrate proficiency in using analytical reasoning, critical thinking,

Module and Other Skills

Generate ideas and concepts independently in response to market research

Raffles University System Limited

Professional and Employability Skills

Demonstrate a high level of independence, research and organisational

Raffles University System Limited

Graphic Design and Culture

Drawing for Designers

Creativity and Problem Solving

Colour for Designers

Digital and Applied Illustration

Advanced Layout and Production

Academic Research and Communication Skills

Web Design Principles

Interactive Media Design

Internship (Visual Communication)

Raffles University System Limited

Module Credit Hours

Year 1 - Level 4 (120 credits)