COMD COMD 3503 –Topics in Graphic Design New York City College of Technology The City University of New York Department of Communication Design COMD 3503 – Topics in Graphic Design Course Description This course explores the role of the graphic designer in the context of contemporary and historic communication design. Topics include: communication design trends, technology's impact in the field, major design figures, and the ongoing relationship between designers from different disciplines. Students are responsible for completing design related research assignments. 3 cl hrs, 3 cr Prerequisites: COMD 2300 Course Objectives INSTRUCTIONAL OBJECTIVES ASSESSMENT For the successful completion of this Evaluation methods and criteria course, students should be able to: Define and explain the role of the graphic The students will demonstrate proficiency designer in contemporary visual in written and class assignments. communications. Demonstrate an understanding of the The students will demonstrate proficiency purpose, use and proper methods of research. in written and class assignments. Explain the role of signs and symbols– The students will demonstrate proficiency historically, culturally, politically, in written and class assignments. economically, aesthetically, and as popular image. Define and explain the sociology of graphic The students will demonstrate proficiency communication as social and political in written and class assignments. message, as propaganda, as news interpretation, as educational medium, and as cultural and entertainment medium. 1 COMD COMD 3503 –Topics in Graphic Design INSTRUCTIONAL OBJECTIVES ASSESSMENT Define and explain the strategy of graphic The students will demonstrate proficiency communication in advertising, business, in creating a corporate identity program product development, media selection, and with all specified elements. global concerns. Define and explain the psychology of the The students will demonstrate proficiency graphic message: its effects upon behavioral in written and class assignments. phenomena, perception of visual, spatial, and time-sequence relationships, and its impact upon consumer buying decisions. Explain the role of graphic design on The students will demonstrate proficiency dimensional objects in the market place– in written and class assignments. packaging, labeling, and merchandise presentation. Explain the the role of graphic design in The students will demonstrate proficiency architecture, interior design, transportation, in written and class assignments. and environmental communications. Trace the historical origins and uses of The students will demonstrate proficiency illustration and graphic communications in written and class assignments. through the development of printing methods. Explain the influences of illustration on The students will demonstrate proficiency shaping public opinion in massmarket in creating signage system with all media–magazines, newspapers, children’s specified elements. literature, posters. Trace the development of photography and explain its influence on shaping public opinion in historical and contemporary media. Identify 20th Century European art movements and explain their influence on historic and contemporary graphic design. Identify the Modern Movement in graphic design in America and explain the influence of European emigre artists on post World War II design. 2 COMD COMD 3503 –Topics in Graphic Design INSTRUCTIONAL OBJECTIVES ASSESSMENT Identify the New York School of graphic designers and explain their impact on the visual revolution in editorial, advertising, and corporate identity direction in the 1950s and 1960s. Define and explain global design movements in the late 20th Century. Define the Post-Modern movement in graphic design and identify its out standing practitioners. Demonstrate through design assignments the ability to create a unique, personal visual identity. Demonstrate through design assignments an understanding of historical graphic design movements. Demonstrate through design assignments the ability to create a graphic General Education Outcome covered: How the outcome is assessed: Information Literacy Assess through class discussion and The student will demonstrate the ability to written tests if students have developed find proper resources. the ability to find information trough proper resources. Information Literacy Assess through class discussion and The student will demonstrate the ability to written tests if students have developed formulate relevant queries. the ability to formulate relevant queries. Thinking Critically Evaluate through class critique to The student will demonstrate the ability to determine how well students were able to evaluate strengths and relevance of advance their project concepts through arguments on a particular issue. creative, critical and technical decisions. Academic and Professional Reading Evaluate through class discussion and The student will demonstrate the ability to written tests if students absorbed read pertinent information using industry- information from industry-specific specific sources. sources. Teaching/Learning Method ● Lecture/ Readings ● Demonstrations 3 COMD COMD 3503 –Topics in Graphic Design ● Project based lab ● Research Assignments ● Blackboard Descriptions Required Text None Suggested texts: To be updated. Attendance (College) and Lateness (Department) Policies: Attendance is taken and is important to success in this class. Both absences and arrival more than 15 minutes after the start of class will be marked. If excessive, the instructor will alert the student that he or she may be in danger of not meeting the course objectives and participation expectations, which could lead to a lower grade. Academic Integrity Standards Students and all others who work with information, ideas, texts, images, music, inventions, and other intellectual property owe their audience and sources accuracy and honesty in using, crediting, and citing sources. As a community of intellectual and professional workers, the College recognizes its responsibility for providing instruction in information literacy and academic integrity, offering models of good practice, and responding vigilantly and appropriately to infractions of academic integrity. Accordingly, academic dishonesty is prohibited in The City University of New York and at New York City College of Technology and is punishable by penalties, including failing grades, suspension, and expulsion. Grading 80%–Research and Design Assignments 20%–Final Examination 4 COMD COMD 3503 –Topics in Graphic Design Topics WEEK Lecture Topic Laboratory Exercise Homework Assignment 1 Overview: Industry and figures; the role All of graphic designer in contemporary homework visual communications; editorial; assignments publishing; corporate; environmental; to be political and propaganda; packaging; determined point-of-purchase; signage; television; by individual film; interactive multimedia. Designing instructors. for the Internet. Illustrated lecture with classroom discussion and reading assignment. 2 Sign and Symbol in Graphic Art: Research emotional, political economic ,aesthetic, Assignment. religious meanings; the role of signs in culture; from symbol to system; the cross and the devil; the cosmos and Medieval man; Chinese symbolism; portrayals of the fantastic; man as a measure; geographic and astrological visualization; the man-tree relationship; expressiveness in script; seal, symbol; Ex Libris; interpreting the cosmological order; the Eighteenth century portrayal; the popular image; hand language; scientific illustration. Illustrated lecture with classroom discussion. 3 The Sociology of Graphic Design Assignment I: Communication: communication and the Ex Libris. Design two social environment; the call to patriotic bookplates: (1) for sacrifice; war, death and devastation; use by a historical propaganda; revolution; repression; figure, and (2) for combatting social evils; interpreting personal use, news; the birth of illustrated news; representative of your toward new concepts in editorial individual design illustration; the language of fashion; style. specialized magazines; comics; education; the avant-garde message; the cultural poster in entertainment; the circus, exhibitions; travel. Illustrated lecture with classroom discussion. 5 COMD COMD 3503 –Topics in Graphic Design WEEK Lecture Topic Laboratory Exercise Homework Assignment 4 The Strategy of Communication: art in Continued research advertising; selling cycles and the and design consumer; patterns of choice; the creative development of role; choosing media; Marshall Design Assignment I. McLuhan; television and the global village; indoctrinating desire; case studies–the object symbol; questions of beauty; pharmaceuticals; household accessories; health problems; telecommunications; automobiles; the social campaign. Illustrated lecture with classroom discussion. 5 Psychology and the Graphic Message: Continued the Gestalt school; the laws of development of equilibrium, closure, similarity, good Design Assignment I. continuation; Adelbert Ames,the paradox of perspective; eye and brain; the film and stroboscopic effects; kinetic visualization; time-sequence ideas; color and camouflage; psychedelic color; perception and the spatial field; investigating shapes and patterns; the psychology of trademarks. Illustrated lecture with classroom discussion. 6 Presentation and critique of Design Research assignment. Assignment I: Ex Libris. The Graphic Object: visual identity; packaging;