AAA187

Lecturer: Pat Lai

Communication Design
Updated 30 Jan 2015

Course overview
This course develops the studens creativity, design language and basic digital skills to
create meaningful, attractive and communicative design. Students will come to
understand contemporary industrial practices for the creation of design prints as well as
have an opportunity to be introduced to Adobe Illustrator and Photoshop skills.

Course Objectives
Creativity
Design a creative yet practical poster and postcard to attract tourists. Proposed items
must promote Singapore too.

Design Theory and Design Aesthetic
Application of design elements, principle of arts/design, typography, colours, layout and
grid.

Production Skills
Ability to manipulate photo, text treatment and basic printing production knowledge.


Assignment Grading
1. Process Journal
40% (Research, Sketches, Exercises, Analysis etc)
2. Written Rationale 20% (Min 800 words; Max 1000 words)
3. Final Studio Project 40% (1 A3 Poster and 1 A6 Postcard)

Process Journal (A4)
Records all creative ideas from concept to final execution.
Documents mind-map and captures the student investigation process.
Gathering of research materials that consist of graphic references and theoretical
references.
Initial, developing sketches to final design of poster design and postcard.
Test prints of poster design and postcard.


Written Rationale (A4)
800 (min) to 1000 (max) words rationale.
Indicates WHO, WHY, WHAT and HOW.

a) Who is/are the target audience/s? Why?
b) What and who are the artist/designer references to be used? Why?
c) What design application is used? Why? How?
d) What are the design problems faced?
e) What are the design experiences gained from this project?

Credits of all photos/images used.
Records of all research materials used/applied.







Project Background
Singapore Tourism Board requires one A3 poster and one postcard to promote Singapore
food, fading trade or local attraction to tourists. The poster must promote at least 1 item
while the postcard will provide more information of it.

Both poster and postcard must bear the Singapore Tourism Logo. These items must
provide more information about this attraction/food/trades etc.

Images are preferred to be self-taken by students. Not more than 50% of stock images are
to be used unless it is Singapore Tourist Logo or images used for illustration purposes
only.

Information of item must be credited in both rationale and journal.

Choice of item must be approved by Tutor latest in Week 4.


Choice of Theme
1. Singapore Food eg. Cultural Food such as Chicken Rice, Chili Crab, Rojak
2. Singapore Tourist Attraction eg. Sentosa, Singapore Zoo, Flyer
3. Fading Trades eg. MAMA Shops, Kacang Putih Seller
4. Singapore Heritage, Tradition, Fesitivals eg. Fashion, Buildings, Chinese New Year etc
5. Others (do discuss with lecturer/tutor)

This task encourages a high order of thinking that will challenge student skills of visual
communication by translating information onto a visual platform.


Final Studio Project
(A) One A3 Poster Design
Poster must be printed in high quality finishing. Neat, sharp fonts and images. Poster
must consist of title, image, bodycopy, contacts and Singapore Tourism Board (STB) logo.

(B) One Postcard Design
Postcard must be printed in high quality finishing with information of the item.
It must consist of image, title, brief information, contacts and STB logo.


Poster
Design 1 A3 poster to promote, create awareness and to educate the target audiences.

Postcard
Design 1 Postcard (not bigger than A5) to provide more information of the chosen item.
(1-sided only)

Deadlines
Poster, Postcard, Journal and Rationale on 8 April 2015 (WED)




Course Outline

Lesson
Topic


01 (14 Jan)
Course Introduction







02 (21 Jan)
Design Elements and
Principle of arts and design




03. (28 Jan) Colours & Its Application


Project Discussion


04. (4 Feb)
Adobe Photoshop

05. (11 Feb)

Typography
Grids and Layout

Activites
Creativity Exercises
Logo Exercise

Research Materials Discussion

Exercise

Start digital work

Research and Idea Discussion
Sketches Discussion
Exercise
Finalised idea

06. (18 Feb) Market Research




Adobe Illustrator













07. (25 Feb) Conduct self market research

* 04 Mar is Recess Week

08. (11 Mar*) Site Visit for SG50 design

*actual date to be confirmed after discusssion with students

09. (18 Mar)

10. (25 Mar)


11. (1 Apri)


12. (8 Apri)

Research Discussion
Exercise

What is Typography?
Dos and Donts in Typography
Typography and its applications
Types of grid and its application
Page Layout
Photos Discussion
Developed Sketches Discussion
Importance of Market Research
Photos Discussion
Finalised Design Discussion

Market Research Study

Visit mural designs done for SG50 part of

communication design lesson

Discussion of Work Development

Edit Poster and Postcard Design

Discussion of Work Developement

Rational Writing
Finalising Poster and Postcard Design

Discussion of Work Development

A3 Poster and Postcard Colour Testprints

Submission and Presentation

Submit all project items.

Individual presentation of owns work.
Critique Session-Questions will be asked by class
and lecturer to evaluate their overall work.







Reading Materials

1. creativebloq.com/tag/Graphic-design

2. design.tutsplus.com/articles/16-great-graphic-design-blogs-and-sites--psd-3276

3. Bryony Gomez-Palacio & Armin Vit (2009), Graphic Design Referenced

4. The Thames and Hudson Manual of Typography by Ruari McLean

5. Typography Today by Artpower, 2009

6. http://www.photoshoptutorials.ws/category/photoshop-tutorials/

7. http://www.creativebloq.com/digital-art/illustrator-tutorials-1232697

8. http://www.inc.com/guides/biz_online/online-market-research.html