Course Title: 
Visual Communication
Course Code: 
Year Taught: 
Postgraduate (PG)
School of Arts and Sciences

'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.

  1. Lester, E (2000) Visual Communications: Images with Messages. Thomson Learning
  2. Schildgen, T (1998). Pocket Guide to color with digital applications. Thomson Learning
  3. Picture this: Media Representation of Visual Arts and artists. University of Luton Press
  4. Palmer, Frederic: Visual Elements of Art and Design,1989, Longman
  5. Porter, Tom and Goodman, Sue: Manual of Graphic Technique 2: For Architects, Graphic Designers, and Artists,1982, Astragal Books. London
  6. Palmer. F: Visual Awareness (Batsford, 1972)