module specification

This module provides an introduction to designing visual images and to the creation of vector and bitmaped images. Students will learn how to design, create and prepare images for use in animation and interactive applications, utilising industry stadard software and the working methods of a visual designer.

The aims of this module are to:

Introduce the tools for producing single frame images using vector based drawing software and bitmap drawing software.

Introduce the use of digital still photography and other tools for digitising, manipulating, importing and exporting single frame images, for use in animation and interactive applications.

Introduce and make use of the main design elements of line, shape, tone, colour, volume, texture andcomposition in a digital environment.

Introduce through industry standard client briefs the design processes and working practices of the digital designer.

Develop in students an understanding of audiences and the skills of critical reflection and evaluation of their own and other peoples work.

Visual design principles (eg layout, screen design, colour);
Perception – physiological and subjective effects;
Semiotics;
Designing for a specific target audience;
Managing the design processand working to a brief;
Typography;
Creating and manipulating bitmap and vector images;
Image capture and transformation;
Colour palettes, colour modes and other image attributes;
Transformation of objects, reshaping and applying effects and filters;
Colour systems (RGB, grey scale, CMYK, hexadecimal, etc.);
File formats; jpeg, gif, tiff, png, eps, lineart, etc.;
Scanning, storing and transporting images;
Enlargement and reduction, resolution, colour depth, image size and file size.

Teaching and learning will be carried out through seminars (1 hour) and workshops (3 hour). During seminars students are introduced to specificprinciples and techniques. These principles and techniques will be explored further through practical workshops.

In addition to this contact time students are expected to spend a significant number of hours carrying out research connected with the subject, reading bibliographic and course materials, practising their software skills and working on assignments.

Appropriate blended learning approaches and technologies, such as, the University’s VLE and online tools, will be used to facilitate and support student learning, in particular, to:

• Deliver content;
• Encourage active learning;
• Provide formative and summative assessments, and prompt feedback; 
• Enhance student engagement and learning experience.

Effective digital design requires the proficient practitioner to beboth self-reflective and constructively critical. The digital designer needs to be able to apply this understanding to their own work and the work of others.  The development of these skills is embedded into the module and these skills that will be further enhanced by Personal Development Planningsessions.

On completion of this module, students should be able to demonstrate:

LO1 - An understanding and knowledge of typography and skills in manipulating type;
LO1 - An understanding and knowledge of vector drawing software and an ability to make
simple drawings, diagrams and illustrations;
LO1 - An understanding and knowledge of bitmap drawing software and an ability to produce and manipulate simple drawings and digital images;
LO2 - An understanding and knowledge of digital photography and skills in the production and manipulation of digital images, including how to light a subject, record an image using a digital camera and import that image into an appropriate and relevant software application;
LO2 - The ability to scan an image at an appropriate resolution, size and colour depth for use on screen;
LO3 - The ability to integrate the elements of visual language on screen;
LO3 - The ability to respond appropriately to client briefs;
LO3 - Knowledge and understanding of the design process and the ability to work in different ways throughout the design process;
LO4 - A critical awareness of visual design and image construction;
LO4 - An understanding of visual signification and communication;
LO4 - The ability to critically evaluate and reflect on their learning, development and achievements within the context of graphic design;

Coursework 100%.

The module will be assessed by three coursework components. These will provide an opportunity to assess students’ ability to design and create digital images in response to client briefs.

Coursework  1 [LO1, LO2,] will be assessed in week 8
Coursework  2 [LO1, LO2, LO3, LO4] will be assessed in week 15
Coursework  3 [LO1, LO2, LO3, LO4, LO5] will be assessed in week 28

The first coursework deadline is for the formal submission of preparatory work that will provide foundational support for the second assignment. Students will be assessed on their ability to demonstrate skilled and proficient use of the following:

The ability to scan an image at an appropriate resolution, size and colour depth for use on screen;
The ability to respond appropriately to client briefs;
An understanding of visual signification and communication;

In the second coursework students will be assessed on their ability to demonstrate skilled and proficient use of the following:

The tools for producing single frame images using vector based drawing software;
The tools for producing single frame images using bitmap drawing software;
The tools for digitising manipulating, importing and exporting single frame images;
Digital stills cameras;

In the third coursework students will be further assessed on their ability to demonstrate knowledge and understanding of the following design principles and working practices:

Visual communication;
The main elements of layout and composition;
The design process, utilising a staged approach to developing projects;
Working to client briefs;
Critical reflection and evaluation;

Students will be encouraged to look at images online, in magazines, on billboards and wherever else they find them. They are expected to find and collect interesting examples, to determine how they have been created and manipulated, and consider how theycommunicate their particular message. They will also be advised to regularly read Digital Arts Magazine and Computer Arts Magazine.

Adobe Illustrator CS5 classroom in a book: the official training workbook from Adobe Systems. San Jose, Adobe Press, 2010 ISBN 9780321701787 032170178X

Alison, K. (2005) Secrets from the Innovation Room.New York, McGraw Hill.
ISBN 0071443754 9780071443753

Chapman, N. and Chapman, J. (2009) Digital Multimedia 3rd edition. Chichester, John Wiley.
ISBN 9780470012277 0470012277

Chapman, N. and Chapman, J. (2007) Digital Media Tools. Chichester, John Wiley.
ISBN 9780470012277 0470012277

Hashimoto, A. and Clayton, M. (2009) Visual Design Fundamentals: a digital approach, 3rdedition. Boston, Course Technology ISBN 9781584505815 1584505818

Hughes, B. (2007) Dust or Magic, Creative Work in the Digital Age.Bristol, Bosko Books, ISBN 9780954723958 0954723953

Long, B. (2007) Complete digital photography, 4thedition. Boston,Course Technology, ISBN 1584505206 9781584505204

Snider, L. (2010) Photoshop CS5. Sebastopol, O'Reilly Media,
ISBN 9781449381684 1449381685