General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

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. .

  • 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.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

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.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


In Introduction to Graphic Design you will acquire the basic knowledge and techniques to take charge of the planning, development and elaboration of cultural and visual products, as well as the creation of images and spaces.

By carrying out various projects, this subject will provide you with all the theoretical and practical training you need to enhance your creativity and work as a graphic designer in sectors as diverse as art, photography, the audiovisual industry, decoration. and interior design, the creation of graphic applications, the publishing world, marketing, advertising or teaching.

We will learn what the formal procedures of graphic communication are and how to put them into practice. We will know the technical and technological processes of design, as well as the most appropriate tools to work with them. We will discover the different artistic languages ​​and discuss the evolution of cultural, social, aesthetic and economic values ​​related to art. You will gain the basic knowledge and skills to plan and carry out a graphic design project.


  1. Introduction to graphic design
  2. Creative methodologies: Research and inspiration
  3. Design concepts I: Color
  4. Design concepts II: Composition
  5. Design concepts III: Typography
  6. Resources and Copyright
  7. Editing Tools I: Adobe Photoshop
  8. Editing Tools II: Adobe Illustrator
  9. Design with a gender perspective

Evaluation system

Individual and / or group work 70%

Final evaluation 30%



SEDDON, Tony (2014). The graphic design of the twentieth century. A retrospective of graphic styles and key design names. Barcelona: Promopress.

HELLER, Eva (2004). Color psychology. How colors act on feelings and reason. Barcelona: Gustavo Gili.

LUPTON, Ellen; COLE, Jennifer (2016). Graphic design: New fundamentals. Barcelona: Gustavo Gili.

HELLER, Steven; ANDERSON, Gail (2018). The book of ideas for graphic design. Barcelona: Blume.


DONDIS, Di (1976). The syntax of the image. Introduction to the visual alphabet. Barcelona: Barcelona: Gustavo Gili.

AMBROSE, Gavin; HARRIS, Paul (2009). Fundamentals of graphic design. Barcelona: Parramón.


MUNARI, Bruno (1984). How are objects born? Notes for a project methodology. Barcelona: Gustavo Gili.

LUPTON, Ellen (2012). Women in graphic design.

ELAM, Kimberly (2004). Grid Systems. Principles of Organizing Type (Design Briefs). New York: Princeton Architectural Press.

CAMPI, Isabel (2002). "Design and Genre: The Adventures of Venus in the Realm of Reason." ON Diseño Magazine N. 234.