AD3024 - Communication Design - Foundation

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What will I learn on this module?

This module outlines the discipline and its position in the design professions and the communication environment. There will be an introduction to the topics within the discipline and the processes of producing communication design solutions in a professional environment. There will be instruction on the professional practices of the disciplines and how you can become employed following your education programmes. There will be some context to the background and histories of the subjects and how these affect the processes of design and design production. Key topics like composition, layout and hierarchy of composition will be explored to create emphasis and frame the conditions for your subsequent design work. You will use the design process to formulate summative proposals for the design projects and submit a portfolio of completed design work for assessment. You will learn design practices and creative interventions through experimentation, design production, discussion and evaluation.

How will I learn on this module?

You will learn through directed and self-directed approaches around a range of studio, workshops, tutorials and seminars and you will produce a portfolio of work that documents the design projects and the key aspects of the disciplines. Academic staff from across the department will give presentations on their design practices and relevant research activities outlining the range and reach of these creative design disciplines through a number of diverse case studies. This research-rich and research-informed environment for learning will enable you to gain an appreciation for the wider contexts within which design is practices, furthering your knowledge and development. There will be site visits to experience key communication design topics, such as publishing, wayfinding, exhibition and Museum design. This module is the entry to the programme and introduces you to a 2-dimensional aspect of design activity, but encourages you to consider the way communication design helps to build meaningful experiences for everyday life. You will be given formative feedback on the progress of your work to support your development towards a final output to be assessed at the end of the module. Work from this module will form part of your exhibition at the end of semester 2.

How will I be supported academically on this module?

You will be supported through guided studio and workshop activity by your academic tutors and technical support staff.
The module handbook provides details of sessions, reading lists and assessment criteria. Teaching and learning materials are made available on the e-learning portal. The module tutors will be available in taught sessions, as well as in feedback and consultation hours and on email, to discuss any queries or concerns you have about how to succeed on the module. Moreover, feedback on formative work and the first summative assessments will also serve as ‘feed forward’, giving you guidance on how to improve during the module.
In addition, you have a designated Personal Guidance Tutor throughout the entire duration of your programme. The academic side of the Personal Guidance Tutor’s role includes:

• monitoring your ongoing academic progress
• helping you to develop self-reflection skills necessary for continuous academic development
• directing you to further available services which can help them with their academic skills (e.g. Library’s Skills Plus)

You are advised to see your Personal Guidance Tutor at least twice each semester to review your academic progress.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding
1. Demonstrate your awareness of widely recognised theoretical, technical and professional practices in Communication Design and an understanding of how they both inform and give context to your work.

Intellectual / Professional skills & abilities
2. Demonstrate appropriate use of fundamental principles of design in your conceptualisation of communications.

3. Demonstrate your ability to apply graphic language and interactive media in the resolution of communication challenges.

Personal Values Attributes
4. Demonstrate your commitment to studies and learning by engaging in strategic conversations with tutors, peers and practitioners of communication design.

How will I be assessed?

Formative Assessment
Formative feedback is provided as an integral part of teaching and learning sessions, which may take the form of individual or small group critiques that include tutor and peer review.

Summative Assessment
Summative feedback is based on submission of a portfolio of work completed in class and independently via briefs (MLO2, 3), as well as annotated research and development work evidencing foundation level knowledge and understanding (MLO1), commitments to learning and attendance to studies (MLO4).

Pre-requisite(s)

N/A

Co-requisite(s)

AD3023 40 YL Design Portfolio Skills

Module abstract

In this module, Communication design and its related disciplines are outlined and their relationship to the communication environment is revealed through a series of graphical and digital projects that culminate in a portfolio of work. The scope of the disciplines is explained through practical projects that highlight the importance of communication in a range of situations and environments. Drawing on the research practices of staff and using Technology Enhanced Learning, specialist design staff will guide your knowledge and understanding in key components of the disciplines, such as graphic media, image, type, motion and interaction and their application in commercial and social settings. This module will culminate in submission of a portfolio of work that will form part of an exhibition at the end of the year. The module will help you develop understanding of the discipline and establish a strong basis for the communication and graphical representation of your work. Work completed in this module will help you to gain entry into subject-related undergraduate programmes which represent pathways to employment and a career in design.

What will I learn on this module?

This module outlines the discipline and its position in the design professions and the communication environment. There will be an introduction to the topics within the discipline and the processes of producing communication design solutions in a professional environment. There will be instruction on the professional practices of the disciplines and how you can become employed following your education programmes. There will be some context to the background and histories of the subjects and how these affect the processes of design and design production. Key topics like composition, layout and hierarchy of composition will be explored to create emphasis and frame the conditions for your subsequent design work. You will use the design process to formulate summative proposals for the design projects and submit a portfolio of completed design work for assessment. You will learn design practices and creative interventions through experimentation, design production, discussion and evaluation.

Course info

UCAS Code W270

Credits 20

Level of Study Undergraduate

Mode of Study 1 year full-time followed by a further 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020 or September 2021

Fee Information

Module Information

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