DESIGN PRINCIPLES

Explore the basic design principles and sources of design inspiration fundamental to all visual arts through readings, discussion, and design exercises. This visual design theory course introduces the core concepts of visual design: the visual elements, the principles of design, and the creative process. Composition issues and strategies that are valid in

all areas of visual design are explored through examples, exercises, critiques, and creative projects. Engage with and refine your creative problem-solving skills. Work to understand and analyze design problems, developing distinctive concept statements and then creating and refining designs that manifest that concept.

CONCEPTUALIZATION

Learn the methods that professionals use throughout the creative process, and discover how to generate powerful and effective design concepts. Participate in a series of design exercises, in-depth discussions, and brainstorming sessions to deepen your capacity for conceptual thinking. Experiment with basic principles of drawing to refine and hone your design concepts and to clearly communicate ideas to clients. Using a sketchbook and a pencil, learn how to indicate simple shapes to convey your ideas, strengthen hand-eye coordination, and use your creativity to generate original, powerful ideas that effectively address your client’s needs.

TYPOGRAPHY

Typography is a powerful communication tool that sets great designers apart from the pack. Develop an understanding of the anatomy of type, terminology, organization, and

its relationship with other graphic elements. Explore how letterforms and clusters of letters can convey meaning. Become aware of how font choices have an impact on messages and compositions. Create typographic configurations to sharpen perceptions

of the characteristics of type.

VISUAL SEMIOTICS

How we interpret signs is vital to human communication. Why does a dove mean peace, and a lion mean strength? Discover where these symbols are defined and how we use this methodology in strategic branding across media platforms and culture. Understanding the theory and language of signing and symbols helps designers to create identities and advertising that distinguish one brand from another. Investigate semiotic tools, processes, and contexts for creating, interpreting, and understanding meaning in a variety of ways. Participate in spontaneous exercises, in-depth discussions, presentations, and case studies that foster the ability to market or design new brands.

© 2019 CLIVE JACOBSON

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