Visual Communication for Fashion (Online) Visual Communication for Fashion (Online) - WEBPAGE Course Overview The mood board is a recognised tool with which to express, explain, excite, and/or sell an approach, new product or personal skill. A well-constructed visual board can be a powerful driving or supporting tool and is an impactful non-verbal form of communication used at all levels across the fashion and creative industry. In this unit you will learn the principals behind creating mood boards and examine situations where they can be used effectively. This will include exploring typography, imagery, colour, texture, layout, composition, style and basic graphic design. You will be working both physically and digitally combining traditional image making techniques such as collage and sketching with digital media resources. Combining found images and your own photography will be a key element with an emphasis on learning effective ways of using a camera. As a vital communication tool, photography is used across the fashion industry, often on mood boards and social media. It is an effective way of introducing self-generated content into a presentation to communicate your own unique vision. There is a photography element within this unit, which will investigate a range of technical and creative approaches, including composition, perspective, light, colour, depth of field, movement, capturing the moment, and expressing a mood. The need for image gathering, idea development and practice using a camera / smart phone are reflected in the self-directed study element in this unit. Class contact hours: 30 hours Class credit: 3 credits Course level: Open Entry requirements: This unit is aimed at fashion design, communications or business students or individuals involved within these areas. Course Aims and Learning Outcomes Upon successful completion of this unit you will be able to: • Apply critical thinking skills in relation to visuals and images (Enquiry) • Develop and examine a variety of methods for successful visual communication (Process) • Identify, evaluate and catergorise images for a maximum visual impact (Enquiry) • Apply the mood board/collages/animations creation process, in the context of visual communication (Process/Realisation) • Examine the use of visual literacy in creative visual communication (Enquiry) • Create and present visuals in a physical and digital form, combining traditional image making techniques with various digital media resources (Realisation/Communication) Teaching and Learning Methods You will study on the University’s VLE system, developed specifically for the teaching and learning of creative practices, online. • Lectures and discussions • Group work • Guided creative projects you can complete from home or your local areas • Individual tutorials • Project work and Presentations Example Project Brief: Part 1 Brief: Series of physical mood boards/collages/fashion visuals Suitable themes for your physical visuals will be discussed in the class. Create a series of physical visuals using well-researched imagery for a maximum visual impact. • When completing your assignment, you will review your current visual research methods and source some additional imagery to compliment and advance your current work. • You will work on improving and transforming your existing imagery. You will create several visuals by re-evaluating your existing imagery and incorporating newly acquired knowledge of visual literacy into your own work. • You will explore Elements and Principles of Art and Design and their relationship with Fashion imagery. You will use your skills to make informed judgments, identify the improvement and analyse the value of the images. • The boards/visuals output, delivery and submission will be discussed with the tutor during the first session. The Part 1 assignments will be completed in physical format but submitted digitally for final assessment. Part 2 Brief: Series of digital mood boards/collages/fashion visuals/animations Suitable themes for your digital visuals will be discussed in the class. Create a series of digital mood boards/visuals/animations/videos, using Adobe Photoshop or similar applications and also using various online applications. Collect and assemble relevant imagery. Create your own images to fit the brief, using different components. Use images created during Photography element of the class to create unique visuals. Explore Elements and Principles of Art and Design and their relationship with Fashion imagery. Use your skills to make informed judgments, identify the improvement and analyse the value of the images. The boards/visuals output, delivery and submission will be discussed with the tutor during the first session. All assignments for this part will be created and submitted digitally. Requirements for Assessment You will be assessed on your contribution to classes and project work. Materials Required Online Course Materials To take part in the Online sessions you will need: • An up-to-date web browser (we recommend Firefox or Chrome) • The latest version of Java installed on your device • Microphone and headphones (a headset with a microphone function is recommended) • Webcam • Strong Internet connection via WiFi or ethernet; 2G, 3G or 4G will not be sufficient Course Specific Materials • Paper and pen to take notes during live sessions • Fashion magazines • Scissors and glue • Collection of pens, pencils, markers Reading List: Below is suggested and no books need to be purchased before the course start. • Bell. J. and Ternus, K. (2006) Silent Selling: Best Practices & Effective Strategies in V.M 2nd ed. New York: Fairchild. • Sarah Bailey and Jonathan Baker. (2014) Visual Merchandising for Fashion. Basic Fashion management, Bloomsbury. • Manuelli, S. (2006) Design for Shopping: new retail interiors. London: Laurence King. • Morgan, T. (2011) Visual Merchandising: Window & Instore displays for retail. London: Laurence King. • Pegler, M. (2006) Visual Merchandising & Display 5th ed. New York: Fairchild. • Portas, M. (2007) How to Shop with Mary, Queen of Shops. London: BBC Books. Websites: • WORTH GLOBAL STYLE NETWORK (WGSN) • http://www.wgsn-edu.com/edu/ • www.visualstore.com – general visual merchandising information • www.dzd.co.uk - retail display/prop supplier • www.shopdisplay.org - retail display supplier companies • www.millingtonassociataes.com - shop concept designers/consultancy • www.minkibalinki.com - shop concept designers/consultancy • www.planarama.com - shop concept designers/consultancy • www.proportionlondon.co.uk - mannequin suppliers • www.shopfittingdirectory.com - general shop fitting information • www.worldvisual.co.uk - shop concept designers/consultancy • www.replica.co.uk - prop/display suppliers • www.dalziel-pow.co.uk - retail architects Tutor: Ana Stankovic-Fitzgerald has been teaching on a variety of drawing, illustration and creative visual communication courses on different programmes at London College of Fashion since 2003. Ana has pioneered the delivery of practical fashion drawing and illustration courses via an online medium at LCF as well as teaching face-to-face courses. Originally, she studied drawing, painting, print-making and sculpture at the Faculty of Fine Arts at the University of Arts in Belgrade, specialising in painting. Ana is a member of Association of Illustrators and over the years she’s had freelance commissions published online, in magazines, books, as advertisements and in corporate literature. Her work was selected for the 'Best of British Illustration' in 2001 and exhibited at numerous venues abroad and in the UK including the Royal College of Art. Ana has the unique experience of teaching drawing in all its stages and across different platforms; from the initial visual research and sketching stages to design development drawing, fashion drawing, fashion illustration, and CAD technical drawing and illustration line-ups, towards final portfolio realisation and presentation. She has a vast knowledge and expertise in utilising & experimenting with various media including pencils, charcoal, ink, watercolours, collage, markers, pastels, acrylics, oils, Adobe Photoshop, Adobe Illustrator, Lectra Kaledo Style and various iPad applications for portable devices, including Adobe illustrator Draw and Adobe Photoshop Sketch. Over the years, Ana has created and delivered numerous drawing, illustration, and creative visual communication analogue and digital courses and workshops for various institutions, museums and galleries in UK and abroad, including Victoria & Albert Museum, Design Museum, Royal Collection, Fashion Space Gallery, Clerkenwell Design Week, Sichuan Fine Art Institute, Chengdu College of Arts and Sciences, Sichuan University and Hubei Institute of Fine Arts. Instagram: @ana.stankovicfitzgerald .