UNIVERSITY OF MADRAS
B.Sc. DEGREE COURSE IN Visual Communication
SEMESTER SYSTEM WITH CREDITS
(Effective from the Academic Year 2003-2004)

SYLLABUS

Paper I - Introduction to Visual Communication

Duration of Examination: 3 hrs
Maximum Marks: 100
Credits: 4

Unit I

Need for and the Importance of Human and Visual Communication. Communication a 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, EIements/Elements of Destgn: 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, 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.

REFERENCES

Lester, E (2000) Visual Communications: Images with Messages. Thomson Learning
Schildgen, T (1998). Pocket Guide to color with digital applications. Thomsom 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)