'Visual Communication' is an elective course offered in the M. Phil. in Computer Science & IT (Part time) at School of Arts and Science, Amrita Vishwa Vidyapeetham.
Unit I:
Necessity and importance of Human and Visual Communication, Communication as expression, skill and process, Understanding Communication: SMRC-Model
Unit II:
Communication as a process- Message, Meaning, Connotation, Denotation Culture/Codes etc ., Levels of communication: Technical, Semantic, and Pragmatic. The semiotic landscape: language and visual communication, narrative representation
Unit III:
Fundamentals of Design: Definition. Approaches to Design, Centrality of Design, Elements of Design: Line, Shape, Space, Color, Texture. Form Etc. Principles of Design: Symmetry. Rhythm, Contrast, Balance Mass/Scale etc. Design and Designers (Need, role, process, methodologies etc.)
Unit IV:
Principles of Visual and other Sensory Perceptions - Color psychology and theory (some aspects) Definition, Optical / Visual Illusions Etc Various stages of design process- problem identification, search for solution refinement, analysis, decision making, and implementation.
Unit V:
Basics of Graphic Design - Definition, Elements of GD, Design process-research, a source of concept, the process of developing ideas-verbal, visual, combination & thematic, visual thinking, associative techniques, materials, tools (precision instruments etc.) design execution, and presentation.
- Lester, E (2000) Visual Communications: Images with Messages. Thomson Learning
- Schildgen, T (1998). Pocket Guide to color with digital applications. Thomson Learning
- Picture this: Media Representation of Visual Arts and artists. University of Luton Press
- Palmer, Frederic: Visual Elements of Art and Design,1989, Longman
- Porter, Tom and Goodman, Sue: Manual of Graphic Technique 2: For Architects, Graphic Designers, and Artists,1982, Astragal Books. London
- Palmer. F: Visual Awareness (Batsford, 1972)
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