Georgetown University, MPS PR/CC MPPR-778-01: Visual .

Georgetown University, MPS PR/CC Fall 2016MPPR-778-01: Visual Communications (Cross-listed with MPJO-778 &MPMC-878)Class Meets: Tuesday, 5:20 PM – 7:50 PMClass Location: 640 Mass Ave NW, Washington, DC 20001 Room: C226 Mac LabProfessor: Xiaopeng Wang, Ph.D.COURSE DESCRIPTIONThis course teaches foundational and practical applications of visual communication in the digitalenvironment. Students learn to apply basic typography, color strategies, digital imaging, and designprinciples to critiquing as well as creating visual content. Students should have basic working knowledgeof Adobe InDesign, Photoshop and Illustrator to take this course.LEARNING OBJECTIVESUpon completion of the course, students are expected to: Demonstrate a foundational and practical understanding of visual communication; Discuss major contemporary issues relating to the present and future of visual communication; Integrate words and visuals effectively into storytelling and communication strategies.ATTENDANCEIn-class discussion and practice are essential to mastering the content of this course. Students areexpected to attend every class and arrive on time. If you are detained from attending a class or arrivingbefore it begins, you are responsible for notifying me via email prior to the start of class. Missing morethan two classes will result in a final grade reduction of one level (for example, an A will be converted toan A-). Absences from classes, beyond the initial two, will result in further reduction of the final grade. Ifyou are absent for more than four classes, you will be in danger of failing this course.PREREQUISITEThis course will explore visual communication principles, skills and strategies via hands-on projects. Thecourse will be a combination of classroom lecture, discussion and design consultation in the Mac lab.Although there is not a pre-requisite for this course, you should have basic working knowledge of Adobedesign programs, including InDesign, Photoshop and Illustrator. To ensure you have the necessaryknowledge and skills to succeed, please scan through the following tutorials from lynda.com:InDesign CC Essential Training (2015)Illustrator CC Essential Training (2015)Photoshop CC Essential Training (2015)1

WORK SUBMITTEDWork Format: All visual projects should be submitted in PDF format. Please refer to the assignmentsheets for detailed submission instructions.Late Policy:No assignment will be accepted after the announced deadline. You will receive a “0” formissing an assignment.Re-Do Opportunity:After you receive a grade for a visual project, you may have an opportunity tore-do that project and resubmit it within two weeks. The final grade of that project will be the averageof its original score and the re-do score. Re-dos are optional.COURSE POLICIESBe a responsible "citizen" in this class. Your fellow classmates expect you to participate in discussions,offer ideas and provide assistance when in need.Silence your cell phones while in class. Social media activities are prohibited unless authorized by theinstructor. Penalties may apply to disruptions caused by cell phone and social media uses.You are responsible for classroom information and instructions, whether you are present in class or not.If you must miss a class, it is your responsibility to make arrangements to obtain class notes.I encourage you to ask questions during class. Chances are if you’re wondering about something, at leastone of your colleagues will be also. Always feel empowered to raise your hand and voice your question.Use each question as an opportunity to apply what we are learning about critical thinking andpresentation skills.REQUIRED READINGSThe resources for this course include articles, book excerpts, visual examples and multimedia. Thereadings are chosen to give you a solid foundation for understanding and internalizing the coursework.All articles, book excerpts, cases, and multimedia listed on the course schedule will be distributed inadvance via Canvas. Readings not included in the initial syllabus will be provided later in the semester,so we can review real-time cases and current events.Recommended ReadingsAirey, D. (2014). Logo Design Love: A Guide to Creating Iconic Brand Identities, (2nd Ed.). Berkeley, CA:Peachpit Press.Ayiter, E. (n.d.). The History of Visual Communication. Accessible viahttp://www.citrinitas.com/history of viscomBergström, B. (2008). Essentials of Visual Communication. London: Laurence King.Berman, D. B. (2008). Do Good Design: How Design Can Change Our World. Berkeley, CA: New Riders.Elam, K. (2007). Typographic System of Design. New York: Princeton Architectural Press.2

Elam, K. (2004). Grid System: Principles of Organizing Type. New York: Princeton Architectural Press.Resnick, E. (2003). Design for Communication: Conceptual Graphic Design Basics. Hoboken, NJ: Wiley.Williams, R. (2014). The Non-Designer's Design Book (4th Ed.). Berkeley, CA: Peachpit Press.REQUIRED TECHNOLOGYThe practical nature of this course requires a reliable access to the following visual communication andInternet technologies: Adobe Photoshop, InDesign, Illustrator and Acrobat; Portable hard drives or thumb drives (a minimum of 1GB); A Box or Dropbox account; and Digital photography.ASSIGNMENTSYou are expected to submit work on time and of high quality. Please refer to the course schedule andplan your timetable for completing assignments in advance. I encourage you to actively ask questionsprior to submitting any assignment. As long as you submit your assignments for review (with a specificquestion in mind) at least three business days before the assignment is due, I would be happy to reviewyour specific question and discuss it with you. Feedback on all final assignments will be provided in atimely manner, no more than two weeks after the assignment was turned in. All grading criteria andmore detailed project requirements, including page length and essential content, will be distributed inadvance and discussed in class.You will work on five visual projects, one research presentation and a final portfolio throughout thissemester. All visual projects aim to implement visual communication fundamentals and skills in realworld scenarios. Your choices of real clients and real projects are encouraged.Visual Projects (with Re-Do option):Typography-Based Poster (50 points).You will design a poster for an upcoming event.Type is the only visual element you may use for this design. A grayscale version is required. Theobjective of this project is to demonstrate your understanding of design principles, grid andtypography. The preferred program for this project is Adobe InDesign.Color Strategy (30 points).You are asked to develop an appropriate and effectivecolor strategy for communications. Apply the color strategy in a real communication project(e.g. the typography-based poster). The objective of this project is to demonstrate yourunderstanding of color fundamentals and strategies. The preferred programs for this projectare Adobe Photoshop and InDesign.Branding Design (50 points).You will design or redesign a visual identity for yourorganization or campaign. The visual identity will be unique and properly integrates yourorganization’s core characters and branding strategy. Your branding design needs to bedisplayed in product mockups such as stationary, mugs and clothing. The objective of thisproject is to demonstrate your skills in vector imaging, use of visual languages, andunderstanding of visual strategy. The preferred programs for this project are Adobe Illustratorand Photoshop.3

Web/UI Prototype (50 points).You are invited to draft a prototype for a new orexisting website or App. It includes one landing page and another internal page. The design willshowcase consistent and appropriate typography, color scheme and visual branding strategy.The objective of this project is to demonstrate your understanding of digital environment andweb/mobile audience. The preferred program for this project is Photoshop.Executive Report incorporating Photographs, Infographics and Branding (80 points).This is aculminating project that not only challenges you on typography, color, branding and interfacedesigns, but also presents you an opportunity to revamp traditional, formal documents with thepower of visuals. You will learn and create statistical charts and tables, edit and placephotographs, and incorporate branding strategies in your multi-page document (print ordigital). The preferred programs for this project are Photoshop, Illustrator and InDesign.Research Presentation:Branding Trend Presentation (30 points).Corporation identity design has seendrastic changes over the past several decades. Choose an industry, business or sector of thecivil society and study its current trend of visual branding design. You will analyze and presentto the class the color schemes, typography and other visual trends that are noteworthy. Anexample of this research project can be found at thi s blog post. The preferred program for thisproject can be Powerpoint, Keynote, or blog.Final Portfolio:Portfolio (30 points).The final deliverable for this class is a portfolio of all visualprojects, drafts, drawings and personal reflections over the course of the semester. Nopreferred platform or program for this project. You may use blogs (Medium/Tumblr), Pinterestposts, a website or a PDF. The purpose of this exercise is to reflect on your best practices invisual communications.GRADINGGraduate course grades include A, A-‐, B , B, B-‐, C, and F. There are no grades of C , C-‐, or D.Your course grade will be based on the following:Visual ProjectsResearch PresentationFinal PortfolioTotal260 points30 points30 points320 pointsGrading Metrics:Students will have the opportunity to earn a total of 320 points this semester. Please reference thebelow grading scale and assignments:Grading Scale (%):A100 - 93A92.9 - 90B BB-89.9 - 8887.9 - 8382.9 - 80CF79.9 - 7069.9 and below4