General information


Subject type: Basic

Coordinator: Maddalena Fedele

Trimester: Third term

Credits: 6

Teaching staff: 

ELENA GABRIELA FRAJ HERRANZ
Natalia Quílez Cepero 
Natalia Quílez Cepero 

Skills


Specific skills
  • E1_Design and program the graphical interfaces of static or dynamic web portals, interactive applications and video games, following usability and accessibility criteria

  • E5_Design and make an audiovisual product (consisting of still or moving images), taking into account both its technical and artistic aspects, in all its components

  • E7_Postproduce video using the basic tools of audiovisual editing programs (titling, color and exposure retouching, speeds, masks ...) and how to insert them into the editing process by adding digital effects

  • E10_Apply processes, methods and techniques to develop creativity and innovation in audiovisual production, multimedia development and video game programming

  • E13_Apply the principles of visual and sound design for the creation of presentation elements used in sound, audiovisual, television and show products

  • E14_Acquire knowledge of the history, aesthetics, evolution and dynamics of cinema, television, radio, press, Internet and video games, how to recognize aesthetics through viewing and analysis

  • E16_Idear, design, plan and make an advertising audiovisual piece from the conceptualization of its message, the elaboration of the script, the communication strategy and its diffusion

Transversal competences
  • T2_That students have the ability to work as members of an interdisciplinary team either as one more member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, making commitments taking into account the available resources

Description


Graphic design, as a basic subject of artistic expression, has a range of branches that are usually manifested primarily in different classical areas of professionalism. In this sense, although the subject has a certain breadth, this scope also promotes a global approach, through diversified actions of creation and projection, and in which its contents work strategies of rational and heuristic ideation.
Equally, it is clear that these work proposals involve the use of graphic representation systems and resources, in which new technologies and multimedia are integrated as an implicit part of the real design processes and as an own resource for research and representation, and also as indispensable tools to approach its conception and project practice in an introductory way and throughout the creative process.
Therefore, it is a subject that balances intellectual knowledge and intuitive experiences, while providing a solid technical, artistic and management training with the aim of training professionals trained to design and develop communication systems integrating conceptualization and production consistently.

Based on these premises, a theoretical and practical introduction to graphic design applied to audiovisual media will be made. They will study and analyze the fundamental concepts located in the cultural and social contexts in which they are registered, emphasizing mainly the relationship between the graphic and the audiovisual. The objective is to develop graphic creation oriented towards integration in audiovisual environments, from cinema, television and the internet.¿ In this sense, tools for digital treatment of the graphic image and illustrative representation will be used, applied to the different graphic aspects of design: photo montages, graphic composition, illustration, logos, television graphics, film credits and web content design.
In short, there will be a tour of the fundamentals of graphic design, communication, design applications, advertising design and digital image, which will provide students with the basic tools in the theoretical and practical field to develop all kinds of audiovisual activities linked to graphic representation and that enable them to achieve new proposals in both the field of innovation and academic and professional research.

 

 

 

 

Learning outcomes


Once the subject has been completed, the student will have achieved the following skills:

- Respond efficiently to a graphic order.
- Operatively develop a project applying a certain methodology.
- Pose and solve Design problems: Design Thinking Process                                                                                                                                                                                                   
- To know the systems of protection of the intellectual property in the field of the Graphic Design, and in the images in general.
- Propose a design making special use of the connotations of visual language. -Ability to translate the message to be communicated into a persuasive message. - Outline graphically and in different techniques, the first ideas of a project.
- Analyze and express the aesthetic-symbolic content of a visual and typographic information.
- Elaborate a creative and innovative graphic proposal.                                                                                                                                                                                                                                     
- Write a project report with specific terminology.                                                                                                                                                                                                   
-Ability to adapt the specific languages ​​of the media/supports to the target audience.
-Capacity and ability to give creative shape to the message by automating creative techniques in the face of any communication problem.                                                                                               
- Conception, planning, monitoring and evaluation of the whole process of pre-production, production and creative post-production.
- Mastery of verbal, graphic and audiovisual advertising languages.     

Working methodology


All theoretical concepts will be presented in theory classes (large groups).
In these classes, and at the discretion of the teacher, graded exercises will also be solved (Follow-up), however, students may also be asked, and without prior notice, graded evaluation activities/tests, and follow-up, of a maximum of 25 min. of duration to verify, both on the part of the students and on the part of the teacher, an achievement of the different topics discussed in said theory classes. The student will have and can use as support material, the subject notes that he will find in digital format on the virtual campus.
Concepts of a more practical nature will be worked on in the laboratory (small groups). In the scheduled sessions, the necessary tools will be given to be able to solve these activities, although the student is expected to complete them beyond the laboratory hours, therefore, in the necessary time for independent learning.
Within the hours of autonomous learning are considered the hours that the student dedicates to make a reading of the notes of the corresponding theoretical class, the realization of exercises and of works proposed out of the classroom, the study of necessary manuals. to be able to do the practices, writing of the reports and memories of the practices and works, resolution of questionnaires of self-learning, study and preparation of the partial examinations ...
Whenever it is considered appropriate, completely optional activities will be made available to students to help them prepare and prepare for the compulsory ones.

However, for each content, the bibliography (basic and complementary), web references (pages, image banks, typography...) will be expanded, as well as, the student will be provided with articles and information/guides from specialized magazines to consult regularly. However, the student will be advised to visit the FAD, the Design Museum, GRAPHISPACK 2015... for example, in Barcelona, ​​as well as occasional and specific samples that bring interest to the subject.

Audiovisual material: www.adobe.com/education


 

Contents


Title content 1: BASIC PRINCIPLES OF GRAPHIC DESIGN
Dedication: 44 h. Large group / theory: 12 h
Small group / laboratory: 8 h
Guided activities: 2 h
Autonomous learning: 22 pm
Description  
This content works on:
1.1. Introduction to graphic design.
1.2. Brief historical tour.
1.3. Visual perception
1.4. Image and illustration.
1.5. Form and composition.
1.6. Colour.
1.7. typography
1.8. The graphic identity.
1.9. Intellectual property in images.
Related activities Class of theoretical explanation with practical examples to analyze.

Title content 2: CREATIVITY
 Dedication: 15 h Large group / theory: 4 h
Guided activities: 1 h
Autonomous learning: 10 pm
Description 
This content works on:
2.1. Introduction to human creativity.
2.2. Project definition: "briefing".
2.3. Graphic elaboration of ideas.
2.4. Creative techniques and methods.
2.5. Design Thinking Process.
Related activities Class of theoretical explanation with practical examples to analyze.
 

Content title 3: TELEVISION AND GRAPHIC DESIGN.
Dedication: 36 h. Large group / theory: 9 h
Small group / laboratory: 5 h
Guided activities: 2 h
Autonomous learning: 20 pm
Description 
This content works on:
3.1. Introduction to television graphic design.
3.2. Conceptual design: aesthetic-communicative dimension of digital composition
 TV
3.3. Visual Design and Interactions between Key Elements:
Video / Audio / Photography
3.4. Content Design on Television: The Corporate Identity of a Television Channel
television, continuity and self-promotions. Design of program masks.
Chyrons design and appropriate typography. Scenography, props and virtual sets.
3.5. Application design and user age range. Adaptive design.
3.6. Design of television advertising campaigns.
3.7. Analysis of the areas of work of an audiovisual design department in one
television.
3.8. Analyze cases of audiovisual design of the graphic department of TV3 i
others
Related activities Class of theoretical explanation with practical examples to analyze.

Content title 4: CINEMA AND GRAPHIC DESIGN
Dedication: 33 h. Large group / theory: 9 h
Small group / laboratory: 4 h
Guided activities: 2 h
Autonomous learning: 18 pm
Description 
This content works on:
4.1. Introduction to cinematographic graphic design.
4.2. Conceptual design, visual design, content design in cinema.
4.3. The corporate identity of a producer.
4.4. The motion graphics: design of animated characters and credits of
movies
4.5. Stage and set design. Special effects in cinema.
4.6. Graphic promotion in film production.
4.7. Merchandising and related video games.
Related activities Class of theoretical explanation with practical examples to analyze.

Title content 5: THE WEB AND GRAPHIC DESIGN 
Dedication: 30 h. Large group / theory: 6 h
Small group / laboratory: 3 h
Guided activities: 1 h
Autonomous learning: 20 pm
Description 
This content works on:
5.1. Introduction to the graphic design of interactive applications.
5.2. Brief historical evolution of graphical user interfaces.
5.3. Conceptual design, visual design, web content design.
5.4. Reticles on screens.
5.5. Typography for interactives. information architecture.
5.6. Use and application of color: psychology of color.
5.7. File optimization.
5.8. prototypes
5.9. Graphic characteristics of a corporate portal. Intranet design. Design
 of extranet
5.10. Digital advertising design. Graphic features of the design of the
electronic commerce, and distance education.
5.11. Application design and user age range. Adaptive design.
5.12. Graphic design in social networks and blogs. Use of templates: limitations i
 customization possibilities.
Related activities Class of theoretical explanation with practical examples to analyze.

 

Learning activities


RELATED ACTIVITIES

  • Creation of a pictogram. Analysis of the design of a specific graphic environment where the pictogram to be developed will be located.
  • Creating a corporate brand. Organize the information regarding the graphic and visual architecture around a brand, with its logo, imagotype, ... understanding the applied creativity and the communication systems that the corporate, institutional and company design entails, carrying out a project of analysis (existing brand) and creation (new brand) of a Corporate Identity Manual.
  • CROM project. Functionality, culture and color effects. Analyze and express the aesthetic-symbolic content of a visual information.
  • Typography in physical space. Analyze a specific typography to be able to be represented in the space (by means of its representation in volume, digital, by projections ...)
  • CREATIVITY workshop: preparation of briefings, mood boards, quizzes, brainstorming and graphic elaboration of these for different projects.
  • Virtual campus debate on different articles. Work on the information, in different languages ​​if applicable, towards a topic of the current reality of design.
  • Television graphics design. From an animation script previously studied frame by frame, a small animation is created for a continuity curtain of a specific television channel, suitable for its usual graphic image.
  • Graphic design in cinema. applications Creation of a cinematic character. From a photograph of an actor/actress retouch the image to transform it into a fictional character (for example: avatar, zombie, mutant, fantasy character...), animate it in a transformation effect and design the titles and credits for a promotional trailer for it.
  • Graphic design in cinema. Applications. Poster Design & Credits & Film Trailer. Design of a movie poster and trailer to promote a new character from a suggested film.
  • Graphic design in cinema. applications MATTE PAINTINGBACKGROUND FILMS. Creation of a digital background or part of it in order to incorporate it into the actual filming.
  • Restyling of the Web created in the previous semester for the Multimedia Systems Course.
  • Flat UI design of the Homepage of an online store. Design and development of the new website.

 

EVALUABLE ACTIVITIES

1. FUNCTIONALITY, CULTURE AND THE EFFECTS OF COLORS

  •     CROM project. Analyze and express the aesthetic-symbolic content of visual information. (Individual activity)

2. CREATIVITY WORKSHOP. Elaboration of briefings, mood boards, tests, brainstorming and graphic elaborations of these for different projects. (Group activity)

Proposals:

  • Creating a corporate brand. Organize information regarding the graphic and visual architecture around a brand, with its logo, image, understanding the applied creativity and communication systems involved in corporate, institutional and business design, carrying out a project of analysis (existing brand) and creation (new brand) of a Corporate Identity Manual. (Group activity)
  • Typography in physical space. Analyze a specific typography to be able to be represented in space (through its representation in volume, digital, by projections ...)

3. DEBATE

  •     Debate on different articles. Work on information on a topic of the current reality of design. (Individual activity)

4. GRAPHIC DESIGN ON TELEVISION: APPLICATIONS

  •     Television graphic design. From a previously studied frame-by-frame animation script, a small animation is created for a curtain of continuity of a specific television channel, suitable for its usual graphic image. (Individual activity)

5. GRAPHIC DESIGN IN CINEMA: APPLICATIONS

Proposals:

  •    Creation of a cinematic character. From a photograph of an actor/actress retouch the image to transform it into a fictional character (for example: avatar, zombie, mutant, fantasy character...), animate it in a transformation effect and design the titles and credits for a promotional trailer for it. (Individual activity)
  •     Graphic design in cinema. Applications. Poster Design & Credits & Film Trailer. Design of a movie poster and trailer to promote a new character from a suggested film. (Individual activity)
  •     Graphic design in cinema. Applications. MATTE PAINTING BACKGROUND FILMS. Creation of a digital background or part of it in order to incorporate it into the actual filming. (Individual activity)

 

Evaluation system


 

FINAL EXAMINATION
(Contents 1,2,3,4,5)
Large group / theory: 2 h Autonomous learning 18 hours

General description 
Individual final exam.
An exam is carried out where the knowledge of contents 1,2, 3, 4 and 5 is evaluated
This test consists of a part of questions about concepts associated with the
learning objectives of the subject, and a set of application exercises.
Students have 2 hours to complete the test in the period
of final examinations established by the head of studies.
An additional 18 hours of learning is considered necessary
self-employed to prepare for the exam.

Test result
The result of the activity will be included in the evaluation of the subject with a value of 40% of the final mark.


Specific objectives The aim of this activity is eminently evaluative, as it is about collecting information for the summative evaluation and assessing the achievement of the different knowledge of all the contents worked on in class.
 

Qualification system (evaluation)
The summative and final evaluation is obtained from the following weighting of the partial grades:
 

NFINAL = 0.40NEFinal + 0.45NPractice + 0.15 NSfollow-up
 

  • NFINAL (0.40) refers to the evaluation of the theoretical part of the Subject. The knowledge of the contents 1,2,3,4, and 5 is evaluated.
  • NPractices (0.45) is obtained with the arithmetic mean of the 5 activities of a practical nature carried out during the course.
  • NSeguiment (0.15) consists of the evaluation of different activities, both individual and in group, of an additive, complementary and formative nature, carried out during the course and in the classroom, in parallel with the programmed practices.

- In order to be able to apply the sum of weighted marks to each of these parts, it is essential to have passed the theoretical part of the exam; will be considered passed when the grade is equal to or greater (≥) than 5 points.
(1) The exam has a total weighting of 40%. 

Evaluation activity in recovery period

Weighting Assessed competencies
Exam 40% E1 – CB5
In accordance with current regulations, you can only opt for recovery, if the subject has been suspended. If the grade is Not Presented, you will not be eligible for recovery.

Rules for carrying out the activities For each activity, you will be informed of the regulations to be followed, and of the particular conditions that govern them. The realization of the practices is compulsory. Punctuality in the delivery of the different activities will be valued, as follows: - Forms other than the required ones will not be accepted - Late works will not be accepted - Works not delivered to the digital campus will not be accepted. Any of these three incidents will automatically affect the NA rating (not assessed, ie accounting 0 with respect to the final rating of the sum of the different activities). If any of the internship or follow-up activities are not performed, it will be considered unassessed (NA). A grade of Not presented in NPractics will be obtained if there are more than 3 unassessed internship activities (NA). A grade of Not presented in NPrácticas, will not allow to apply the weighting of the rest of partial qualifications. A grade of Not presented in NEFINAL, will not allow to apply the weighting of the other partial grades.

Given the content of the subject, creativity will be assessed based on an understanding of the theoretical and practical aspects specified in the work methodology, the correct organization of information, the preparatory sketches, the search for innovative solutions, the graphic neatness and clarity in the results of the activities and the different follow-up works, as well as in the partials themselves.

 

REFERENCES


Basic

SATUÉ, Enric. Graphic Design. From the origins to the present day. Madrid: Alianza, 1999.

CHAVES, N .. The corporate image. Theory and practice of institutional identification. 3ª. Barcelona: Gustavo Gili, 2012

DELGADO, JM. PAZ, F .. Illustrator CS4. Madrid: Anaya Multimedia, 2009.

KANE, J .. Typography Manual. 2ª. Barcelona: Gustavo Gili, 2012.

LARREA, Q., PÉREZ, X .. Trademarks & Trademarks Mex .. Barcelona: Gustavo Gili, 2009

LUPTON, E.. Intuition, action, creation. Graphic Design Thinking. Barcelona: Gustavo Gili, 2012

MUNARI, Bruno. Design and Visual Communication. Barcelona: G. Gili, 1987.

PRING, Roger. www.color. Barcelona: G. Gili, 2001.

ROYO, Javier. Digital Design. Barcelona: Paidós, 2004.

WONG, W .. Fundamentals of design. Barcelona: Gustavo Gili, 2012.

BERGSTRÖM, Bo. I have something in my eye. Essential Visual Communication Techniques. Barcelona: Promopress, 2009

HELLER, E .. Psychology of color. How colors act on feelings and reason. Barcelona: Gustavo Gili, 2012.

PENDER, Key. The digital color in the graphic design. Guipúzcoa: ANtzA, 2003.

RÀFOLS, R., COLOMER, A. Audiovisual Design. Barcelona: Gustavo Gili, 2012

FRUTIGER, A .. Signs, Symbols, Marks, Signs. Barcelona: Gustavo Gili, 2012.

ZEEGEN, LC Principles of the new illustration. How to generate ideas, interpret a brief and promote yourself. Analysis of theory, reality and the profession in the world of manual and digital illustration. Barcelona: Gustavo Gili, 2009.

BAINES, Phil and HASLAM, Andrew. Typography. Function, Shape and Design. Barcelona: G. Gili, 2002.

BEIRUT, Michael. Fundamentals of Graphic Design. Madrid: Infinito, 2001.

CAPELLA, Juli and ÚBEDA, Ramón. COCONS. Copies and matches. In defense of innovation in design. Barcelona: Electa, 2003.

LYNCH, Patrick. Web Style Manual. Madrid: G. Gili, 2004

Complementary

DONDIS, Di, A .. The syntax of the image. Introduction to the visual alphabet. Barcelona: Gustavo Gili, 2011.

FRUTIGER, A .. The book of Typography. Barcelona: Gustavo Gili, 2007.

MARCUS, George H .. What is Design Today ?. New York: Harry Abrams Publishers, 2002.

BAYLEY, Stephen. The Conran Guide to Design. Madrid: Alianza, 1992

CLAZIE, I .. How to create a digital portfolio. Practical guide to show your work online. Barcelona: Gustavo Gili, 2012.

LUPTON, E .. Thinking with types. A key guide for students, designers, publishers and sculptors. Barcelona: Gustavo Gili, 2011.

DELGADO, JM .. Photoshop CS5. Madrid: Anaya Multimedia, 2010

RIVERS, C .. New typographic printing. BARCELONA: GUSTAVO GILI, 2012.

WONG, W .. Principles of color design. Barcelona: Gustavo Gili, 2008.