Syllabus

Subject Code:

Subject Title: Visual Communication

No. of Units: Three (3) units

Lecture Hours/Week: Three (3) hours

Pre-requisite: Color Theory

Course Description: This course offers a disciplined and systematic approach to the concept design
and development of multi-faceted design projects. It allows the student to understand strategic and
creative problem-solving processes applied to design scenarios. It engages students with a wide range of
activities in order to apply design principles and expand their creative experiences.

Learning Goals: Upon completion of the course, the student shall be expected to:

Competencies Learning Goals Mission Deployment

Creative and Visual Thinking
Communication
Information Retrieval &
Evaluation
Analytical Thinking
Proactive and Resourcefulness
Demonstrate a mature and deeper
understanding of aesthetic aspects in
finding solutions for communication needs
Demonstrate interpersonal skills,
expressing awareness of and respect for
others using various communication
channels.
Discover different types and stages on how
information and material is gathered using
different sources and strategies. Planning,
Organizing, Analyzing and Evaluating the
use of information to achieve effective
retrieval for proper evaluation.
Analyze and generate methodologies for
solving creative problems and decision-
making challenges
Identify and recognize strategies and ideas,
and be able to investigate new and better
perspectives to carefully carry out choices
that are sound and fair.

Specific Objectives: At the end of the semester, the students should be able to:

1. Cognitive
a. Comprehend and perceive subjects at their most simple and basic form
 b. Understand the value of visual communication as an integral knowledge in design
communication
c. Realize different techniques in arts, crafts and design
2. Psychomotor
a. Develop metamorphic thinking skills
b. Develop personal visual creation technique and style
c. Produce art works that are expressive of the impact to one’s observation
3. Affective
a. Appreciation of the image and its interpretation
b. Value and understand the significant forms of art and the mode of production/process
c. Appreciate art works of others as well as oneself

Course Outline:

Session Objectives Subject Matter Outcomes-based Week / Hours

Course introductions.
Inform students of the
class rules and regulation,
expectations and course
requirements
Critical study of the visual
language on the visual
elements, features, and
principles by exploring and
creation of complex and
meta patterns.
1. Introduction
1.1 Self introduction
1.2 Review of College
policies
1.3 Course overview
1.4 Discussion of class
requirements and policies
1.5 Setting of expectations
2. Syntactics, Semantics and
Pragmatics. Viewpoints,
Points of Reference and
Framing. Relationship of
color, form and meaning.
Explorations on visual
abstraction
3. In-depth analysis of visual
dynamics. Concepts of
visual structure and interest.
Analysis and refinement of
visual representations
4. Spatial relationship, grids,
compositions and layout
5. Analysis of Aesthetics – The
structure of appearance.
Forms and visual images
with analogies in nature.
Preliminary Exam
Sub-Total Hours
Methodology
Lecture 3 hrs.
Lecture 3 hrs
Application of Theory
Proposed Activity: Individual
art and/or research projects
using Design Methodology –
Study in the phases of process
from analysis through
synthesis and evaluation.
Lecture 3 hrs
Application of Theory
Proposed Activity: Individual
art and/or research projects.
Metamorphic thinking and
other methods of creative
idea generation
Lecture 3 hrs
Demonstration
Proposed Activity: Individual
art and/or research projects.
Lecture 3 hrs
Demonstration
Proposed Activity: Individual
art and/or research projects.
3 hrs
15 hrs
Understanding image
making and
representation that shall
provide approaches to
image making and
illustration
6. Understanding the ff: Lecture 3 hrs
concepts Demonstration
a. Continuity and Style Proposed Activity: Individual
b. Abstraction art projects based on
c. Interpretation prescribed subjects
d. Word/Images
e. Symbols
f. Book Illustration
g. Editorial Illustration

Understanding 7. Information Theory and its Lecture 3 hrs

Information Graphics in application Demonstration
Visual Communication. Proposed Activity: Individual
art projects based on
Study of visual display of
prescribed subjects
quantitative information,
syntactic and semantic
aspects of information
graphics.

Understanding of graphic 8. Information Graphics Lecture 6 hrs

information processing,
graphs, maps, charts, etc.
Concepts into the
application towards visual
images. Study of charts,
maps, diagram,
reconstruction graphics, etc.
Demonstration
Proposed Activity: Individual
or group art projects/research
on charts, maps, diagram or
reconstruction graphics, etc.

Midterm Exam 3 hrs

Sub-Total Hours
Understanding moving 9. Exploring art in motion
images (and audio). a. Linear and Non-Linear
writing
Exposure to key issues in 10. Concepts and concerns,
visual arts and discourse on
contemporary art and design
15 hrs
Lecture 6 hrs
Demonstration
Proposed Activity: Film
screening and analysis;
Production of simple
instructional video
Talk by visiting or invited artist 6 hrs
or designer, writer, film-
makers, theater artists as well
as site visits to institutions
that showcase art-based
activities

Appreciation and 11. Communities and culture. Lecture 6 hrs

understanding of the Discovery of images as signs.
visual culture in society. Areas of inquiry shall include
Learning to “Look” at the Popular culture, Advertising,
familiar by being critical Fashion, Cinema, Photography,
Print, Events, Rituals and the
Internet.
Demonstration
Proposed Activity: Group or
individual art project/research
or production

Final Exam 3 hrs

Sub-Total Hours 21 hrs
 TOTAL HOURS 51 hrs.

Textbook:

References:

1. Books
2. VIDEO
3. Websites

Course Requirements:

a) Class Performance on Exercises

b) Activities
a. Research and reaction paper, if any
b. Conduct interview/research on creative-related output for presentations
c. Attendance to Events or Exhibitions
d. Recitation, Quizzes, Seatwork, Project
e. Attendance – if incurred seven absences and one late (7.33), automatic Failure Due
to Absences (FDA) – three (3) late/tardy marks is equal to one absent
c) Examination