General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Zahaira Fabiola González Romo


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.

Learning outcomes

1. Know how to select, organize and focus content.

2. Lay the conceptual foundations to be able to develop graphic design projects.

3. Manage the principles and resources for the design of visual presentations

4. Know how to organize, design and present the presentation of a design project.

5. Make the most appropriate design decisions for the project solution.

6. Master the graphic language and codes most used in the design industry.

7. Learn to create from scratch a design consistent with the identity and values ​​of each brand

Working methodology

The teaching and learning methodology is linked to the following organizational modalities:

Seminars tutored by the teacher to guide students in specific techniques and technologies and in the application in the creative processes. Practical exercises with the aim of obtaining the knowledge and skills necessary to apply them to the creative project. Case studies applied to specific problems and aspects in relation to the use of instruments and materials. The activities and methodology described are aimed at learning about the techniques and technologies that can be developed in the field of graphic design.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

 The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.



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

Learning activities

- Practices related to the application of the concepts described

- Development of projects and solution of visual communication problems

- Practical application based on briefings provided by the teacher

Evaluation system

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

Final project 30%

Final evaluation 30%



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.

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

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