Bachelor of Arts in Visual Communication Design

Purpose

The purpose of this learning programme is to guide learners to effectively utilise visual communication strategies across disciplines in order to solve complex design problems aimed at broad audiences and working with insight and professionalism as part of a creative team.

The qualifying learner will have the competence to apply effective design and management strategies together with the creative use of media and techniques with a view to organise image and text in order to communicate a message successfully in print and on screen within the parameters of cultural, economic, social, ethical, ecological and ideological constraints.

In order to identify the roles and more detailed functions of roles in Visual Communication Design the most advanced outcomes that (together) constitute the applied competence that is reflected in this purpose statement and can be identified as follows.

Requirements

• 6 subjects on Degree level.
• Entrepreneurial Studies.
• Experiential Learning.

Recognition of Prior Learning

Credit for experience-based competencies will be awarded to a learner who has provided evidence that his/her skills adhere to the requirement of the specified outcomes. The level of proficiency will be verified by at least two expert assessors.

Admission Criteria

In addition to a Matriculation certificate obtained with a minimum p-count of 10, or any equivalent qualification recognised by SAQA, all applicants must pass the Selection Test. Students must pass all second year subjects Students who fail one second year subject may not proceed to Degree level.

N/A

Exit Level Outcomes

Outcomes indicated with *were measured against and based on the Bachelors of Visual Communications as set out by SAQA (SAQA Qualification ID 49603) http://regqs.saqa.org.za/showQualification.php?id=49603.

The course prepares learners to

• Identify and define visual communication problems (analytical and rational thought).
• Model a creative strategy: Conceive, envision, creatively investigate and resolve visual, auditory and kinaesthetic communication problems. (Synthesis, imaginative thought and experimentation). Apply a critical approach through the techniques of brain-storming, imaginative free-play, neuro-linguistic programming, stylistics, etc. to gain insight into the visual communication problem.
• Be critically aware: Understand the meaning of a visual environment (contextualising) and have insight into the design process as a cultural, economic, social, ethical, ecological and ideological product (insight).
• Understand context and applicability: Apply marketing principles, strategies, research methodology (qualitative and quantitative) to plan and shape the design solution.
• Understand and utilise the intrinsic function of design components (illustration, photography, layout, etc.), media (print, screen and multimedia) and techniques (compositing, animatic, etc.).
• Demonstrate artistic sensibility and knowledge of dominant and contemporary approaches and styles.
• Use the communicative and functional aspects of image and text to create a successful message.
• Show applicable knowledge into reproduction and post-production processes (print and screen-based). Analysing and evaluating of the most applicable production process. Production strategies, studio skills (traditional and digital) and technical sensibility. Preparing a final artwork.
• Utilise research methodology: Applied and basic.
• Presentation skills (from concept to final artwork) of creating rapport and negotiations within the applied field.
• Place achieved outcomes within an entrepreneurial context.
• *Demonstrate an ability to work as a member of a creative team.
• *Identify and explain target markets and product positioning within markets.
• *Demonstrate the function of an advertising agency/design company.
• *Apply marketing and advertising creative processes.
• *Develop campaign, media and creative strategies.
• Develop creative solutions in art direction for a variety of mediums.
• *Demonstrate an understanding of computer systems and packages and apply skills and techniques to create systems based marketing.

Associated Assessment Criteria for Exit Level Outcomes

• Active support and building of academic and disciplinary integrity.
• Demonstrate responsible work ethic: Working creatively but prudently in service of the product/brand and design as a whole.
• Explore his/her competencies in harmony and respect with cultural and environmental sensitivities, thereby developing a macro-vision on the design and fine arts industries and their role as visual communicators in it.
• Striving for excellence in the field of visual communication design.
• Values and ethics for the Visual Communicator are instilled.
• Communication is clarified to all stakeholders within the boundaries of the contact's understanding of the Visual Communication process.
• Professional conduct, behavioural and ethical practices within team work is explored.
• Constructive criticism and conflict situations are dealt with using facilitation methods.
• Brain storming techniques are used and creative outcomes are measured against applicability to target markets, product positioning and branding requirements.
• Roles and responsibilities of the Visual Communication Designer are explained and mirrored.
• *Workflow, structure and policies governing an advertising agency/design company are listed and explained.
• *Conceptual and lateral thinking techniques are identified, analysed and applied.
• *Marketing processes, principles and communication techniques are listed and explained.
• *Research practices to aid in lateral thinking are applied.
• Production processes are explained and demonstrated within the different media sectors (print, screen, video and sound).
• Technical considerations are explained within the different media sectors (print, screen, video and sound).
• Marketing theories are tested against existing campaign and evaluated.
• Design for television, World Wide Web, print, promotional; and point of sale material is described and techniques applied.
• The function of design is discussed and applied to corporate identities, editorial design, and information design, branding and marketing material.
• Creative problem solving and design are applied in various media: web sites, printed media, interactive, animation, photographic and traditional media.
• The course prepares learners to:

> Collect, integrate, organise and critically evaluate information pertaining to various theories forming the foundation of the design discipline and practice.

> Work effectively with others in order to enhance the creative process and identify and solve problems across the disciplines of Visual Communication Design.

> Use science and technology effectively towards the standards of professional practice.

> An all-rounded and generic understanding of methods and techniques for designing print and screen based images.

> A general understanding of methods and techniques for interpreting creative briefs.

> An all-rounded and generic understanding of the industry, the product and the industry role players.

> In order to contribute towards the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of being culturally sensitive across a range of social contexts when developing marketing communications so that these are appropriate and acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds.

Fundamental Competencies

Visual Culture

The student will develop his or her scholarly abilities through a lectured introductory course on contemporary cultural discourses, a series of seminars exploring the discourses in more detail, and a series of seminars on cyber-related issues as well as a scholarly research assignment. The emphasis is on guided independent study, and a number of external seminar presentations will contribute towards the range of topics and themes covered.

Design Practice

After having completed this subject, the learner should be able to understand and apply basic marketing and advertising principles; branding strategies and knowledge of copywriting and art direction to selected products; develop a campaign; integration of theoretical knowledge of advertising; branding and media must guide this process.

Academic and Research Skills

Read professional text with understanding and comprehension.

The course has been designed to supplement the writing of your research assignment and to prepare you as a researcher in the field of visual communication. The function of this course is therefore to guide you in aspects pertaining to research principles.

In order to commence with your proposal and research assignment, you have to register a topic with the Research Methods lecturer, after which you will be allocated to a Visual Culture supervisor who will guide you in terms of subject-specific content. You will be required to consult with your supervisor once every two weeks in order to progress at the required rate. It is your responsibility to arrange for such meetings, as you will know when this is needed in terms of the progress of your research.

Core Competencies

Communication Design

• The learner has a clear understanding of, and practices, successful application of advanced design strategies. He/she must be able to conceive, plan and realise communication design for printed media, by solving design problems presented as briefs. Understanding of the fundamentals of visual communication design with reference to the purpose and function of design.
• Application of the media used in the creation of concept drawings and final products.
• Understanding the production principles for print and screen.
• Successfully combining text and image in various applications of design.
• Interpreting, planning and completing a design project addressing the specifications of the design brief.

Components of subject (see programme guides).

Photography

The effective manipulation of the technical and aesthetic aspects of photography is investigated by implementing themes applicable to visual communication design. Areas of interest include products, documentary, portraits, fashion, architecture and the human form. The learner is able to create a range of useful, quality images that can be used for graphic communication purposes on a professional level.

Components of subject (see programme guides).

Video

After having completed this subject, the learner must be able to conceive, plan, realize and analyze audio-visual narrative sequences of both a conventional and abstract nature, and apply these skills to specific briefs:

• Demonstrate a working skill in communicating audio-visual ideas in various accepted industry formats.
• Create and use sound in an audio-visual environment.
• Create and manipulate images in an audio-visual environment.
• Work with performers' in an audio-visual capacity.
• Analyse the audio-visual medium.

Animation

The learner is able to function within a professional animation production team, and will be generally competent in both pre-and post-production skills:

• Pre-production for animation.
• Generating production ready 3D content.
• Create complex character animations in a short animated sequence with added sound in a digital 3D environment.
• Create special effects, environmental effects and use compositing software to enhance digital 3D renders.
• Create a final animation that re-defines the industry standard.

Interactive Media

The learner must be able to design interactive projects in digital media format, by designing well-structured user interfaces, integrating motion graphics and animation.

Create online and offline (CD Rom/kiosk) brand communication solutions by solving problems presented as briefs

• Understanding of the fundamentals of Interactive Design and user Interface design.
• Creating sitemaps to structure information.
• Drawing storyboards for Motion graphics and animation.
• Understanding the production principles for screen presentations.
• Present information and multimedia in a dynamic fashion by understanding and implementing programmatic structure.
• Interpreting, planning and completing an interactive design project addressing the specifications of the design brief.

Illustration

After having completed this subject, the learner must be able to produce market-related illustrations using experimental media that reflect conceptual and practical solutions to specific briefs:

• Produce market-related illustrations using experimental media.
• Create and illustrate original cartoon or animation characters and settings in a storyboard format.
• Create conceptually challenging illustrations for commercial purposes.
• Create digital illustrations for commercial use.

Integrated Assessment

Learners are assessed by a group of examiners. All projects are moderated by the departmental head or, in the case of examinations and critiques that will lead to a qualification, by an examination committee. (See yearbook: Assessments and marking).

The learners' competencies are assessed during

• Practical projects supported by applied research assignments.
• Workshops with technical requirements.
• Tests and theoretical assignments.
• Applied research assignments.
• Academic research assignments.
• Presentations.
• Group projects.

Summative Assessment

Portfolio presented to an examination committee that portrays the year's work, Mini dissertation and written tests for Design Theory component.