General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Zahaira Fabiola González Romo

Teaching languages

  • Spanish


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE11. Apply the knowledge to undertake business projects that allow the creation of new companies or the improvement of existing ones, applying innovative and creative ideas.

  • CE15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • CE7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.


The graphic designer is a creator whose purpose is the use of graphic language to generate messages and communicate content of various kinds with different media and for different communication channels. The purpose of the course is to provide specialized training for design and layout projects.


1. Introduction to Visual Communication

2. Elements of Graphic Design

2.1.Composition of texts

2.2. The picture

3. The Rule of Thirds and the Golden Ratio

4. Grids

5. The principles of artistic composition

5.1. The division of space

5.2. Unit

5.3. Emphasis

5.4. Balance

5.5. Direction

5.6. Continuity

5.7. Rhythm

5.8. Transitions

5.9. Movement

5.10. Relationship between background and figure

Evaluation system

Individual and / or group work (carried out both in the classroom and outside it) 40%

Final project 30%

Final evaluation 30%



HELLER, S. 100 ideas that changed graphic design. Blume, 2012.

WONG. W. Fundamentals of Design. Gustavo Gili, 2004.

ARNHEIM, R. Art and visual perception. Publishing Alliance, 2000

DONDIS, A. The syntax of the image. Introduction to the visual alphabet. GG Diseño Collection, 2014.