This course provides students with an introduction to the field of visual communication design, and equips them with the knowledge and skills to more effectively communicate their ideas and processes in a visual form. Students conduct research and produce practical projects as a means to interrogate and apply fundamental theories, concepts and techniques. The course examines the foundational elements of visual communication and how context shapes production and reception of visual forms. Students address visual design for print, screen and environmental graphics and gain a practical grounding in relevant design software packages, different file formats and technical production requirements.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

Upon successful completion of this course, students will have the knowledge and skills to:

1. Strategically apply visual communication design concepts and techniques.
2. Demonstrate competency and creative ability operating design software.
3. Produce creative design solutions for specific cultural and technical contexts.
4. Conduct research into design artefacts and processes, and apply findings to creative production.
5. Substantiate design outcomes with research and rationale.

 

Additional Course Costs

This course requires use of Adobe Creative Cloud software. The software is freely available within university computer labs. Where possible, students will be supplied with Adobe CC access for their personal computers but if this is not possible students wanting home computer access will have to licence the software.

Recommended Resources

Resources for each assessment task will be made available via the course Wattle site and in weekly classes.

Staff Feedback

Students will be provided with feedback in the weekly classes. Assessment feedback will be provided via project rubrics and may include written comments.

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Other Information

Referencing requirements: You may use your preferred referencing style but ensure it is consistently and rigorously applied.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	LECTURE 1/4: Course intro. Visual communication primer. Course overview and project intro. Analysing the brief. Getting started with research.
2	LECTURE 2/4: Elements and principles of visual communication design. Ethos, Pathos, Logos
3	LECTURE 3/4: Elements and principles in practice. Deconstructing and reconstructing the poster. Aims and ideation.	Interim submission: Project A Reverse brief and Moodboard
4	Compositions for different contexts - print and screen.	Interim submission: Project A Refined moodboards and design reference (including design examples, colours and typefaces) Submit Project A - Visual Identity design research
5	Meet the family: unity & variability.	Interim submission: Project A Logo and poster concepts
6	Design crit. Proofing and testing.	Interim submission: Project A Resolved design applied to logo, posters + 1 other item
7	LECTURE 4/4: Designing Visual Information Approaches to analysing and creating maps, diagrams and information graphics
8	Writing your own brief. Designing for screens and devices.
9	Data - what to collect and how to represent it.
10	Consolidating content: words, images, maps.
11	Proofing and testing.
12	Design crit. Last week of workshops.
13	(Exam period)
14		Submit Project B - Guide Book + rationale
999	(Teaching break)	Submit Project A - Visual Identity design collateral

Tutorial Registration

Students self enrol into tutorial workshops via the course Wattle site.

Assessment Summary

Assessment task	Value	Due Date	Learning Outcomes
Project A - Visual Identity Design Research	15 %	18/03/2022	4, 5
Project A - Visual Identity Design Collateral	35 %	11/04/2022	1, 2, 3, 4
Project B - The Cinematic Companion	50 %	27/05/2022	1, 2, 3, 4

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the Academic Integrity . In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

The course has been designed with the expectation that students will attend and participate in the weekly class activities and feedback sessions.

Assessment Task 1

Project A - Visual Identity Design Research

This task will support the development of concepts for your Project A submission, and demonstrate your understanding of key visual communication concepts in practice. The assignment is in two parts. Submit a richly illustrated PDF file via Wattle, with a word length of up to 1500 words.

Part 1 - Poster Research & Analysis

Identify and analyse 3 posters (no more, no less). Discuss how your selections address the following design fundamentals. (Choose 2–3 per poster)

• Grid layout
• Hierarchy
• Colour
• Rhythm & Balance
• Scale
• Figure / Ground. 

Demonstrate your understanding using annotation, identifying the relevant assets and providing clear reference points for discussion. One poster per A3 page (landscape or portrait). Cite the designer, client, aims, and context of each poster.

Part 2 - Logo Research & Analysis

Identify a logo suite that unpacks into multiple assets including a primary logo (with logomark and logotype), two or more orientations, a standalone logomark, and standalone logotype. Your selection may include dynamic elements (such as colour) that shift depending on context. You will need to show an example of each variation. Discuss how the terms below apply to your logo example.

• Denotation / Connotation
• Icon / Index / Symbol
• Ethos / Pathos / Logos

Use as many pages as required, A3 (portrait or landscape). Cite the designer, client, aims, and context of your logo.

Cite all references using the citation style of your choice.

Rubric

Criteria	HD	D	CR	P	Fail
Analysis	Excellent application of relevant design and communication terms and concepts.	Outstanding application of relevant design and communication terms and concepts.	Effective application of relevant design and communication terms and concepts.	Adequate application of relevant design and communication terms and concepts.	Inadequate application of relevant design and communication terms and concepts.
Communication	Excellent written expression and presentation.	Outstanding written expression and presentation.	Effective written expression and presentation.	Adequate written expression and presentation.	Inadequate written expression and presentation.

Assessment Task 2

Project A - Visual Identity Design Collateral

In this creative project you will apply fundamental techniques in visual communication and demonstrate your understanding of key visual communication concepts and theories. You will develop a visual identity design to meet the brief, and demonstrate that identity by applying it to specific design outcomes. The design solutions you develop need to be attuned to the specificities of the creative brief; the work needs to be appropriate and functional as well as visually engaging and characterful.

Consult the creative brief on Wattle and produce all the required design collateral — logo suite and identity design, posters and social media assets. Pay close attention to the required sizes, resolutions and formats for each element of the collateral.

Submit 1 A3 landscape format PDF via Wattle, with all the required elements.

Rubric

Critera	HD	D	CR	P	Fail
Utility: Design information for effective communication	Expert communication of the required information. Ideally suited for context.	Outstanding communication of the required information.  Highly suited for context.	Effective communication of the required information.  Well suited for context.	Adequate communication of the required information.  Adequately suited for context.	Inadequate communication of required information.  Poorly suited for context.
Inventiveness: design engaging visual media attuned to its context	Innovative creative solution ideally suited to client and context.	Engaging creative solution strongly suited to client and context.	Authentic creative solution well suited to client and context.	Adequate creative solution with some relevance to client and context.	Inadequate creative solution poorly suited to client and context.
Technique: apply design techniques to produce resolved outcomes	Exceptional attention to detail and resolution of elements as a whole.	Outstanding attention to detail and resolution of elements as a whole.	Effective attention to detail and resolution of elements as a whole.	Serviceable attention to detail and resolution of elements as a whole.	Inadequate attention to detail and poor resolution of elements as a whole.

Assessment Task 3

Project B - The Cinematic Companion

For this project you will create a companion / handbook that provides unique insight into a film of your choice. You will be required to visualise your information in some way—this may take the form of a map, plan, diagram, data visualisation, infographic, or a combination of these.

Your Companion:

Choose a movie to review, dissect and reflect upon. Perhaps it is a favourite, or something you have seen many times. Decide on the ultimate purpose of what your companion will demonstrate—utility, introspection, humour, activism, etc. Consider the audience for the companion—are they fans, critics or brand new to the film? Don’t attempt to retell the story but aim to offer a unique perspective or insight, for example you may choose to focus on a particular character, the colours used, costumes, or the musical score—what can you show us that we might not notice? Your guide can be practical, whimsical or even critical. Define your topic in consultation with your tutor.

Your guide must include a minimum of 6 primary entries (these may be sites on a map, movie genres, specific people, etc) with a minimum of 100 words of text per entry. Develop a connection between each entry and decide how best to visualise it. Your companion must include cleverly visualised information in the form of your choice. 

Choose one of the following formats for your companion:

• A long-format scrolling document with a width of 1080px by a length dependent on your design. In this format your design should be optimised for viewing on a mobile phone. OR
• An A4 booklet (landscape or portrait). The page count must be a multiple of four. This format should be optimised for print.

Rationale Cover Sheet:

Produce a rationale cover sheet for your companion project. Begin your report by defining:

• The topic of your companion
• The audience for your companion
• Your aims in producing the companion (ie. practical, humorous, critical, poetic, etc.)

Your rationale should provide insightful exposition of the design decisions you made to fulfil the aims and objectives of the project. Employ relevant design and communication terms and concepts drawn from lectures, tutorials and key texts. Use images, illustrations and examples to support your text. 1000 words max. A4 or A3 format. Cite all references using the citation style of your choice.

Submit: 

A high quality PDF of your companion via Wattle.

A PDF of your rationale cover sheet via Wattle.

Rubric

Criteria	HD	D	CR	P	Fail
Utility: Design and structure information for effective communication	Expert communication of information and functional utility	Outstanding communication of information and functional utility	Effective communication of information and functional utility	Adequate communication of information and functional utility	Inadequate communication of information and functional utility
Inventiveness: design engaging visual media attuned to its subject, audience and context	Innovative creative solution ideally suited to subject, audience and context	Engaging creative solution strongly suited to subject, audience and context	Authentic creative solution well suited to subject, audience and context	Adequate creative solution with some relevance to subject, audience and context	Inadequate creative solution poorly suited to subject, audience and context
Technique: apply design techniques to produce resolved outcomes	Exceptional attention to detail and resolution of elements as a whole	Outstanding attention to detail and resolution of elements as a whole	Effective attention to detail and resolution of elements as a whole	Serviceable attention to detail and resolution of elements as a whole	Inadequate attention to detail and poor resolution of elements as a whole
Report on practice and process	Excellent insight into how your practice and process addressed the project aims. Excellent written expression and presentation.	Outstanding insight into how your practice and process addressed the project aims. Outstanding written expression and presentation.	Effective insight into how your practice and process addressed the project aims. Effective written expression and presentation.	Adequate insight into how your practice and process addressed the project aims. Adequate written expression and presentation.	Inadequate insight into how your practice and process addressed the project aims. Inadequate written expression and presentation.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to be familiar with the academic integrity principle and Academic Misconduct Rule, uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with.

The Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students