Principles of graphic design

A four month course in the principles of graphic design.

Content Focus

Module 1 - Design Elements

The design elements are format, line, shape, texture will be explained in the form of a lecture and group discussion. Examples will be given in the context of problem solving any design brief whether they may be a brochure or simple a logo. Notes will be provided for learners and a presentation will highlight areas of importance. This lecture will exclude Colour & Value and Type, which are significantly important elements in their own right and will be discussed as individual modules.

Module 2 - Macromedia Freehand Training

In this module you will be exposed to the basics of Freehand and how it functions as a layout programme. Many of the briefs you will be given will be completed in Freehand. By referring to the course outlines you will see how the classes overlap and where time is given for the execution of practical briefs i.e. Editorial Design is launched on the 16/05 - a Monday evening and learners will have the opportunity to execute the brief in Freehand on the 18/05, 25/05, 01/06 and 08/06. A great deal of understanding is needed in order for one to work effectively and efficiently in this programme
Module 3 - Value

This module is brief and is necessary to discuss before one can begin with Colour. Value is inherent in any design as soon as any kind of image is placed in the format. Value is the relative lightness or darkness of an object. A lecture will be given and a presentation of examples will be shown as an introduction to the module of Colour.

Module 4 - Colour

Colour decisions are made everyday and the same discerning decision making must be applied when using colour in design. It is not only based on a matter of taste but instead a tool to create mood, promote a concept, draw attention and make a statement. This lecture is a continuation of the lecture given on Value, therefore the group discussion will encompasses how these two elements of designs can be used to the best effect. This module will be followed up with a computer brief once the learners are competent in the Freehand programme.

Module 5 - Design Principles

The design principles are the manner in which you use the elements. One can run an analogy with design and baking a cake. The design elements are your ingredients and the design principles are the method with, which you put a design piece together. By knowing what the design principles are and how to effectively use these, you will be able to enhance your design ability.

Module 6 - Photoshop Scanning

Learners will need to have a basic understanding of scanning and colour adjustments of images. This will be explained to them as part of their computer training.

Module 7 - The use of Imagery and Illustration

It is important to choose the right kind of image/illustration to accompany your design work. Where do you begin? Photography? Hand drawn illustrations? Watercolour rendering? This module introduces you to the different kinds of mediums that imagery can be found in and the different affects that can be achieved. A lecture will be given and a presentation will follow.

Module 8 - Layout and scamping

Composition is the basis of all design, without which there would be no unity in a design piece. The learners would be shown effective means of resolving poor layout. The scamping process is critical in the design process will be explored and guidance will be given.

Module 9 - Typography

Becoming familiar with type terminology and learning to use type creatively and expressively. A lecture will be given, which will be followed by an exercise involving letterforms.

Module 10 - Corporate Identity

The learner will be given a brief background in corporate identities and will then explore existing logos, trademarks and symbols. This module will extend further into the course where the learner will expand on the topic.

Module 11 - Poster

A brief history of poster design, which will be followed by a practical brief executed on the computer.

Module 12 - Editorial Design

The learner will be shown various layouts and methods through which they can achieve different editorial structures. They will be shown examples and be given a practical brief, which will be executed on computer.

Module 13 - Marketing and Advertising

A lecturer will be given on what it entails and the basic principles of marketing. It is necessary for the learner to have an understanding of Marketing because it will influence the decision designers will have to make when solving a problem.

Module 14 - Print Production

Without knowledge of what mediums are available to you, you are unable to respond to your client in a constructive manner. This module covers all you will need to plan, create and place constructive / beneficial print media. Print is a potentially expensive process for the client, you will need a working knowledge of print media before you can begin advertising in earnest.

Module 15 - Portfolio

One of the functions of the portfolio is that it is a tool of assessment in this course. However, it also is your own means to showcase your ability.
The portfolio will count for 70 % of your final mark.

Venue

Date: 03 July 2006 to 16 October 2006
Location: AAA School of Advertising , Johannesburg
More info: 1st Floor Renaissance Place, 444 Jan Smuts Avenue Bordeaux.

Contact: Alison Elliott
Company name: AAA School of Advertising
Telephone number: +27 11 781 2772
Email address alisonr@aaaschooljhb.co.za