Introduction To Elements of Visual Design
Tuesday & Thursdays 14:00 – 15:30 am (Work Classroom)
Google Meet joining info
Video call link: https://meet.google.com/idh-bysp-xtm

Introduction

This module aims to provide you with the knowledge necessary to better understand the process of producing any coherent visual presentation and design. But before any design can be expressed you will learn to find the story behind the design. What story needs to be communicated to attract the audience it is supposed to inform - The narrative into which the design is based upon. 

Design without any narrative and goal becoming meaningless and boring. The module will guide you to identify what steps are needed in finding the backstory for any sort of design and connect the main story of the campaign with the tools to communicate that narrative. To tackle the obstacles, you might face while doing so, examples and hands on approach will be used throughout the module.

Upon the completion of the module, you will be able to identify how to best promote the company/organisation and create visual content for use in a marketing strategy and bring a message to life. You will be able to determine the right way to represent information to ensure that it is compelling and relevant for the right audience. You will also be able to apply the principles with a practical approach in creating a visual identity for a company/organisation.

Level: Level 7 / Masters

Credits: 10 UK credits, 5 ECTS

Module Leader: Christian Olsen

Office Hours: By appointment

Assessment 1: Creative Brief Development (30%)

Based on research techniques you will be asked to identify, express, and explain the aims and objectives of your creative brief. ~
You will be asked to create a creative brief based on the data you have found and discovered.
Prior to data collection, students must submit the ethics approval application at the beginning of the semester.

Assessment criteria for Assessment 1 (LO1, LO3 will be assessed)

This assessment will be marked according to the following criteria:

• Knowledge and understanding (30%): The student must understand the basic terms of all the different elements engaged in the production of creating the creative brief. They must develop the aims, objectives, and milestones of the creative brief.
• Practical and professional skills (40%): Students will be measured upon the quality of the depth and accuracy of the creative brief and how it links to the research and data
• Transferable and key skills (30%): Students need to present their work in a clear and coherent manner in writing a design brief. The student must showcase the design issues which have been considered and resolved.

Assessment 2: Concept Development (40%)

You must develop a range of ideas or brand identity concepts. You need to Identify/ find THE BIG IDEA? THE BIG IDEA is aligning the brief with a visual identity.
You will present the BIG IDEA by creating a mood board. The mood board must reference back to the aims and objectives developed in the creative brief.Written Explanation of mood board must be submitted with mood board.

Assessment criteria for Assessment 2 (LO1, LO2, LO3 will be assessed)

This assessment will be marked according to the following criteria:

• Knowledge and understanding (25%): How well does the mood board communicate the aims and objectives to the audience/consumer. How effective does the design capture the tone of voice?
• Cognitive Skills (25%): How successfully does the mood board communicate the product or service being branded? How clearly does the mood board reflect the USP?
• Practical and professional skills (25%): How strongly does the design of the mood board stand out from its competition? How creative or unique is the design.
• Transferable and key skills (25%): Students need to present their work in a clear and coherent manner in writing the rationale of the choices made from the mood board development. The student must showcase the design issues which have been considered and resolved.

Assessment 3: Ident Development (40%)

You will have to create a design based on the development of THE BIG IDEA. Individually you will choose a medium to express the idea. You can choose to design any promotional material for the University (A promotional video, Poster Leaflet, or In-house Exhibition Campaign, etc)

Assessment criteria for Assessment 3 (LO1, LO2, LO3 will be assessed)

This assessment will be marked according to the following criteria:

• Knowledge and understanding (25%): How well does the Ident communicate the aims and objectives to the audience/consumer. How effective does the design capture the tone of voice?
• Cognitive Skills (25%): How successfully does the Ident communicate the product or service being branded? How clearly does the Ident reflect the USP?
• Practical and professional skills (25%): How strongly does the design stand out from its competition? How creative or unique is the design.
• Transferable and key skills (25%): Students need to present their work in a clear and coherent manner in writing the rationale describing the choices made in developing the Ident. The student must showcase the design issues which have been considered and resolved.

Assessment Guidelines:

A1: /files/107980/Assessment_Guidelines_A1_DfM.pdf

A2: /files/107980/Assessment_Guidelines_A2_DfM.pdf

A3: /files/107980/Assessment_Guidelines_A3_DfM(2).pdf

Marking Grid:

A1:/files/107980/Grade_Criteria_DfM_Assessment_1.pdf

A2: /files/107980/Grade_Criteria_DfM_Assessment_2.pdf

A3: /files/107980/Grade_Criteria_DfM_Assessment_3.pdf

Tool: Student choice

Module Study Guide: /files/107980/MA_DesignFor_Mkt_MSG_2020-21_UWL.pdf