Syllabus

Subject Code:

Subject Title: Visual Communication

No. of Units: Three (3) units

Lecture Hours/Week: Three (3) hours

Pre-requisite: Color Theory

Course Description: This course offers a disciplined and systematic approach to the concept design
and development of multi-faceted design projects. It allows the student to understand strategic and
creative problem-solving processes applied to design scenarios. It engages students with a wide range of
activities in order to apply design principles and expand their creative experiences.

Learning Goals: Upon completion of the course, the student shall be expected to:

Competencies Learning Goals Mission Deployment

Creative and Visual Thinking Demonstrate a mature and deeper
understanding of aesthetic aspects in
finding solutions for communication needs
Communication Demonstrate interpersonal skills,
expressing awareness of and respect for
others using various communication
channels.
Information Retrieval & Discover different types and stages on how
Evaluation information and material is gathered using
different sources and strategies. Planning,
Organizing, Analyzing and Evaluating the
use of information to achieve effective
retrieval for proper evaluation.
Analytical Thinking Analyze and generate methodologies for
solving creative problems and decision-
making challenges
Proactive and Resourcefulness Identify and recognize strategies and ideas,
and be able to investigate new and better
perspectives to carefully carry out choices
that are sound and fair.

Specific Objectives: At the end of the semester, the students should be able to:

1. Cognitive
a. Comprehend and perceive subjects at their most simple and basic form
 b. Understand the value of visual communication as an integral knowledge in design
communication
c. Realize different techniques in arts, crafts and design
2. Psychomotor
a. Develop metamorphic thinking skills
b. Develop personal visual creation technique and style
c. Produce art works that are expressive of the impact to one’s observation
3. Affective
a. Appreciation of the image and its interpretation
b. Value and understand the significant forms of art and the mode of production/process
c. Appreciate art works of others as well as oneself

Course Outline:

Session Objectives Subject Matter Outcomes-based Week / Hours

Methodology
Course introductions. 1. Introduction Lecture 3 hrs.
Inform students of the 1.1 Self introduction
class rules and regulation, 1.2 Review of College
expectations and course policies
requirements 1.3 Course overview
1.4 Discussion of class
requirements and policies
1.5 Setting of expectations
Critical study of the visual 2. Syntactics, Semantics and Lecture 3 hrs
language on the visual Pragmatics. Viewpoints, Application of Theory
elements, features, and Points of Reference and Proposed Activity: Individual
principles by exploring and Framing. Relationship of art and/or research projects
creation of complex and color, form and meaning. using Design Methodology –
meta patterns. Explorations on visual Study in the phases of process
abstraction from analysis through
synthesis and evaluation.
3. In-depth analysis of visual Lecture 3 hrs
dynamics. Concepts of Application of Theory
visual structure and interest. Proposed Activity: Individual
Analysis and refinement of art and/or research projects.
visual representations Metamorphic thinking and
other methods of creative
idea generation
4. Spatial relationship, grids, Lecture 3 hrs
compositions and layout Demonstration
Proposed Activity: Individual
art and/or research projects.
5. Analysis of Aesthetics – The Lecture 3 hrs
structure of appearance. Demonstration
Forms and visual images Proposed Activity: Individual
with analogies in nature. art and/or research projects.
Preliminary Exam 3 hrs
Sub-Total Hours 15 hrs
Understanding image 6. Understanding the ff: Lecture 3 hrs
making and concepts Demonstration
representation that shall a. Continuity and Style Proposed Activity: Individual
b. Abstraction art projects based on
provide approaches to
c. Interpretation prescribed subjects
image making and d. Word/Images
illustration e. Symbols
f. Book Illustration
g. Editorial Illustration

Understanding 7. Information Theory and its Lecture 3 hrs

Information Graphics in application Demonstration
Visual Communication. Proposed Activity: Individual
art projects based on
Study of visual display of
prescribed subjects
quantitative information,
syntactic and semantic
aspects of information
graphics.

Understanding of graphic 8. Information Graphics Lecture 6 hrs

information processing, Concepts into the Demonstration
graphs, maps, charts, etc. application towards visual Proposed Activity: Individual
images. Study of charts, or group art projects/research
maps, diagram, on charts, maps, diagram or
reconstruction graphics, etc. reconstruction graphics, etc.

Midterm Exam 3 hrs

Sub-Total Hours 15 hrs
Understanding moving 9. Exploring art in motion Lecture 6 hrs
images (and audio). a. Linear and Non-Linear Demonstration
writing Proposed Activity: Film
screening and analysis;
Production of simple
instructional video
Exposure to key issues in 10. Concepts and concerns, Talk by visiting or invited artist 6 hrs
visual arts and discourse on or designer, writer, film-
contemporary art and design makers, theater artists as well
as site visits to institutions
that showcase art-based
activities

Appreciation and 11. Communities and culture. Lecture 6 hrs

understanding of the Discovery of images as signs. Demonstration
visual culture in society. Areas of inquiry shall include Proposed Activity: Group or
Learning to “Look” at the Popular culture, Advertising, individual art project/research
familiar by being critical Fashion, Cinema, Photography, or production
Print, Events, Rituals and the
Internet.

Final Exam 3 hrs

Sub-Total Hours 21 hrs
 TOTAL HOURS 51 hrs.

Textbook:

References:

1. Books
2. VIDEO
3. Websites

Course Requirements:

a) Class Performance on Exercises

b) Activities
a. Research and reaction paper, if any
b. Conduct interview/research on creative-related output for presentations
c. Attendance to Events or Exhibitions
d. Recitation, Quizzes, Seatwork, Project
e. Attendance – if incurred seven absences and one late (7.33), automatic Failure Due
to Absences (FDA) – three (3) late/tardy marks is equal to one absent
c) Examination