MODULE GUIDE

(Ver.15072015)

PG Diploma Foundation Design

Campus : Delhi, Noida, Jaipur, Mumbai
Module Name : Fundamentals of Art and Design (IDEATE)
Module Leader : Smita Singh
Module tutors :
Number of Credits: : 30
Level/Semester/Year : Level 1/ One/ 2015-16
Type of Module : Core
Module Assessment : Portfolio – 100%
Cohort : 2015– 2016

1. Aim of the Module

This module provides learner a common platform of design understanding, in the process,
making them ready for design learning in their specific design disciplines. The module
comprises of two phases, namely, “ways of seeing” and “ways of expression”.
The first phase will help develop contextual Visual & design understanding in learners through
basic understanding of fundamental theories and principles of design using visual and
material skills .
In the second phase the module encourages the learner to apply and manipulate acquired
skills using basic techniques and understanding for design development.

2. Learning Outcomes of Module

(a) Knowledge & Understanding

On completion of this module, you should be able to:

1. Explore and use elements of design, fundamental theories and principles of design using a
range of materials, tools and techniques including e-tools and hand skill. Identify the same in
context of social and cultural environments to theories, methods and techniques to evaluate
visual forms and express judgments about form & composition (Ideation)

Created by: Smita Singh Date : 22/07/2015

This is a Draft copy and the comments from ADO are awaited.
Module Guide of PG Diploma Foundation Design

2. Define and discuss the role of art & design in society to relate concepts of beauty &
aesthetics and interpret visual cultures Apply research methods to support interpretation and
expression.(Research)

(b) Skills, qualities and attributes

1. Employ visual & material hand skills and digital techniques to generate original
forms; apply understanding of material behavior and techniques to select and manipulate
materials appropriately for feasible design purpose / solutions. (Execution)
2. Learn, apply and demonstrate multi-sensory communication skills; and ability to
present creative ideas using design language. Observe and explore visual language as a
tool of communication. (Presentation)
3. Learn and function independently and collaboratively in a team while managing
time effectively to complete all tasks in the schedule. (Engagement)

3. Module Content

The following is indicative of the content of the module

● Introduction to Evolution of Art & Design and fundamentals of Art

Appreciation
● Introduction to Elements of Design
● Introduction to Principles of Design including Colour Theory,
Geometry around us and Gestalt.
● Introduction to Sketching and Rendering as a tool for observation and expression
● Introduction to material exploration, manipulation, character, techniques and
processes
● Introduction to Digital Skills (Design Software & e-tools)
● Introduction to Verbal, Textual and Multi-Sensory Communication
Skills
● Interpreting Visual and textual information
● Experimentation with visual and material form towards desired
Outcomes

4. Weekly Plan

Any requirement/
Week Input Planned Prerequisite reading Faculty

Design Concepts ( Phase 1)

Week 1 Introduction to ​Design Your regular stationary kit

fundamentals based on basic as has been shared with
elements of Design ie Dot , Line you in the student kit, at
Shape, Form and Texture. the beginning of the
Various assignments and semester.
activities will facilitate The list for any additional
exploration and experimentation or specific material would
with the elements and will be shared with you in
sensitize you towards knowledge advance by the tutor

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of how they communicate in the Prerequisite Reading:

relevant context.
• Fetcher, A. (2001)
The Art of
Looking sideways,
Phaidon Press,UK.
• Guasch Gemma &
Asuncion Joseph
2004, Form, line,
color, Paramon
Ediciones,
Barcelona, Spain.
Week Introduction to Design ● Charles,
2 Principles. Wallachlaeger &
You will observe the presence Busic
of the various Design Snyder,Cynthia
Principles in your immediate 1992, Basic visual
environment and discuss concepts and
interrelation and principles,
exchangeability of Design McGraw Hill, USA.
Principles."
You will learn this through
various assignments and
activities by exploring and
experimenting with the
principles and understand how
they communicate with the
world .
Week Introduction to Colour Theory. ● Guasch Gemma &
3 ( Colour Wheel) You will explore Asuncion Joseph
color theory to discuss colors, 2004, Form, line,
their meanings/ associations/ color, Paramon
properties/ symbolism and Ediciones,
interpretation Barcelona, Spain.
(Understanding Primary
Secondary and Tertiary Colours) ● Holtzschue, Linda
2006,
Exploring Colour and Understanding
understanding its application colour, 3rd edn,
and associations as a strong tool
John Wiley and
of communication through
various assignments and Sons, New York
activities.
Week 4
​ Colour Associations/Tints ,
Tones and Shades/ Colour
Harmony
Phase 2
Week 5 Visual Communication through ● Fetcher, A. (2001)
a series of assignments using The Art of
contextual understanding of Looking sideways,
the subject given like Phaidon Press,UK
metaphors, words, music etc ● Berger, John
2008, Ways of
seeing, Penguins,
UK.
Week 6 Introduction of Gestalt’s Theory ● Charles,
of Perception and understanding Wallachlaeger &

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Module Guide of PG Diploma Foundation Design

its application as a strong tool of Busic

communication through various Snyder,Cynthia
assignments. 1992, Basic visual
You will be sensitized to ideas of concepts and
imagination, perception and principles,
expression. McGraw Hill, USA.
Illusion ● Berger, John
2008, Ways of
seeing, Penguins,
UK.

● Berger, John
2008, Ways of
Form & Space seeing, Penguins,
Week
UK.
7
Week 8 Final Project where you will
explore and practice your skills
and understanding of design
basics and fundamentals learnt
over the previous weeks. You
will apply the process of study,
analysis and interpretation;
followed by exploration, and
finally synthesis towards a
desired outcome; in appropriate
steps
Visual studies ( Phase 1)
Week Exploring Elements of Design Elizabeth Kuruvilla
1 using various mediums (Wet
and dry mediums)

Week Introduction to simple

2&3 compositions using basic shapes
and forms (organic and
inorganic) using perspective,
proportion and depth of field

Week Analyse/Explore/experiment
4 organic/inorganic forms and
transform

Phase 2
Week 5 Analyze/Explore/experiment Elizabeth Kuruvilla
organic/inorganic forms and
transform

Week Introduction to different tools

6&7 and techniques (Colour)
Week Project
8
M
​ aterial Studies ( Phase 1)
Week 1 Introduction to the material and Shitesh/Avik
their classifications (3hrs)
Role of material, material

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culture, definitions, form of

expression through materials
Week Texture through material
2&3 exploration and manipulation
exploring their Properties
(Linear, planar, granular-6hrs)

Week Geometrical construction (2D &

4 3D-6hrs)
Phase 2
Week 5 Platonic Geometry (3hr) Shitesh/ Avik
Fractal and golden proportions
Week 6 Exploring Pattern
(Tessellation-3hrs)
Week Project
7&8 ● Expression through material
● Application of previous
learning & material explored
● The process of material
selection & Decision making

Cultural Studies ( Phase 1)

Week 1 Beauty & Aesthetics​ in ● Barnard, Nicholas
connection to Design and Art 1993, A​ rts and crafts
of India​, Conran
Octopus, London.

Week 2 Art & Society​: This class is ● Phillips, Adam &

going to address the relationship Edmund, Burke, eds.,
between Art & Design across 2008, P ​ hilosophical
civilizations and dynasties of enquiry into the origin
India & the west of our ideas of the
sublime and beautiful​,
Oxford World Classics,
USA.
● Paterson, Ian 2004,
Dictionary of colour​,
Thorogood Publishing
Ltd., London.
Week 3 Medieval Society &
socio-Political scenario​: This
class is going to address the
Medieval societies and various
Political scenarios effecting the
art & Cultural movements
Week 4 Signs & Symbols​: Introduction
to iconography, semiotics &
signage. Particularly in the
subaltern Art practices of India,
including Popular Art, folk art
etc.
Phase 2
Week 5 Modernity and
Industrialisation​: This class is
going to address the effect of

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Industrialisation on various Art

movements
Week 6 Aesthetics and
Anti-Aesthetics : This class is
going to address the Impact of
World War and other violent
events on Art & creativity. Ex-
Dadaism, Surrealism, Conceptual
Art, Minimalism, Bauhaus and
Pop Art.
Week 7 Contemporary India: ​This
class is going to give an overall
understanding of Contemporary
trends in Indian Art

Week 8 Advent of Cinema in India​. The Essential Mystery:

From Silent era to technicolor to major filmmakers of
retro to new-wave/art-house indian art cinema, John H.
etc. Cinema as the long running Wood
theme for popular culture. Intro
to films by the stalwarts of Producing Bollywood:
indian cinema: Raj Kapoor, Inside the Contemporary
Satyajit Ray, Ritwik Ghatak, Hindi Film Indutry,
Hrishikesh Mukherjee, Amol Tejaswini Ganti
Palekar, Girish Karnad, Shyam
Benegal, Aparna
Digital Skills ( Phase 1)
Week 1 Basic of Graphic & Intro to
Adobe Illustrator
● Vector and Raster Images
● Resolution in Images
● Introduction to Adobe
Illustrator
● Illustrator Workplace
Environment
● Working with Palettes
● Toolbox

Drawing with Adobe

Week 2 Illustrator
● Basic Shapes
● Pen Tools
● Anchor Points
● Direction Lines and
Direction Points
● Manipulating Shapes

Week 3 ● Grouping of Objects

● Transformation Tools
● Arranging Objects
Path Finder

Week 4 : Working with Colors

• Colour Modes
• Colour Palette
• Colour Swatches

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• Gradient
• Blending
• Colour Mesh
•
( Phase 2)
Week 5 Introduction to Adobe
Photoshop
● Tool Box and Tool
Options Bar
● Tool Presets
● Selection Tools and
Selection Menu
● Working with Layer
Palette
● Filling Color
● Lasso Tools
● Marquee Tools
● Feather
● Copy/Paste Features &
Process
Week 6 Working with Layer Features
• Working with Layer
Palette
• Layer Mask
• Clipping Mask
• Blending Modes
• Smart Objects
Week 7 Retouching Images
● Clone Stamp Tool
● Pattern Stamp Tool
● Healing Brush Tool
● Doge, Burn & Sponge
Tools
● Cropping Images
● Working with Canvas Size
● Working with Resolution
● Transforming Objects
● Color Corrections
● Adjustment Layers
Week 8 Working with Filters
• Liquefy Command
• Vanishing Point
• Filter Gallery
• Creating Text Effects Using
Filters
Photography ( Phase 1) & Communication ( Phase 2)
Photography ( Phase 1)
Week 1 Understanding of light and Indrajit/ Gopal
composition

Week 2 Understanding Composition and

framing it based on Elements
and Principles of Design
Week 3 ● Composition with
emphasis on light and
shade and contextual
understanding of story
followed.

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Week 4 Story based assignment

Communication ( Phase 2)
Week 5 ● Ice breaking session
● Self-exploration (activity
based)

Week 6 ● Oral Presentation skills

Week 7 ● Reflective writing

Week 8 ● Soft skills workshop (will

also include verbal &
written communication)

5. Essential Reading/Viewing ( Max 4)

● Janson, HW 2000, History of Arts, Thomas & Hudson, London.

● Sivaramamurti, C 1993, Art of India, Harry N Abrams Inc, USA.
● Papanek, Victor 1971, Design for the real world: human ecology and social change,
Pantheon Books, New York.
● Guasch Gemma & Asuncion Joseph 2004, Form, line, color, Paramon Ediciones,
Barcelona, Spain.
● Zimmer, Henrik 1972, Myths and symbols in Indian art, (ed.) Joseph Campbell,
Pantheon Books, New York.
● Charles, Wallachlaeger & Busic Snyder,Cynthia 1992, Basic visual concepts and
principles, McGraw Hill, USA.
● Holtzschue, Linda 2006, Understanding colour, 3rd edn, John Wiley and Sons, New
York.
● Barnard, Nicholas 1993, Arts and crafts of India, Conran Octopus, London.
● Fallan, Kjetil 2010, Design history, 1st edn., Berg Publication, Oxford.
● Berger, John 2008, Ways of seeing, Penguins, UK.

6. Assessment:​ ​Project Portfolio 100%

a)Description of Assessment: Project Portfolio

Assessment (Not More
Method of Assessment: Project Portfolio
than 200 Words)
Weightage: 100%

b) Objective To measure all learning outcomes.

c) Deliverables and Phase 1: (1 to week 4)

Phases / Steps
F2F
Collection of all the exercises done in class including all the
individual strands as the students is coming from a variety of
streams.

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Basic exercises to introduce and practice fundamentals of design

through, visual studies, material explorations, Cultural studies,
CAD and communication.
Assignments and tasks will be assessed by your tutors on a day to
day basis. You must make sure that assignment submissions are
made to the tutors on time throughout the module as per the
schedule announced by each tutor. These will feed into your
overall final summative assessment of the Portfolio.
Specific inputs per week by the specialization faculty (Bridge or
tech. Inputs)​ ​?
Online visual Essay & COP:
Assessment of individual student understands through,
discussions and reflections via Black Board using peer evaluation.
Formative feedback given out at this stage
Start Date:27​th​ July 15 , End Date: 28​th​ August 15

Phase 2: (5 to week 8)
Portfolio of all the assignments done in class and online.
(in groups and individuals)
You will develop your Portfolio by compiling all your 2-D and 3-D
explorations done in different strands of this module. Your
explorations should reflect a growth and development of your
inquisitiveness and creative abilities through varied
experimentations with form, color, and a range of materials, tools
and techniques. ​This Portfolio will establish and familiarize you to
explore fundamentals of art & design, to inform development and
communication of Design Solutions. This will form the basis to
advance and develop your work for the next module.
The mode of assessment is continuous and progressive, with the
process and progress of your work being as important as the final
outcome.
Start Date:31​st​ August 15 , End Date: 25​th​ September 15
Online​: Write a reflective on your experiences and learning’s in
this module: reflect on process, activities and design decisions

d) Assessment Criteria The course learning out comes have been classified under five
with weights broad-based criteria to define learning outcomes to ensure clarity
in the evaluation process and parity of assessment of the course
learning outcomes.
These criteria have been identified as follows:
Ideation​: concepts, theoretical frames, originality, criticality-20%
Research​: literature/visual research, information sourcing, data
gathering, analysis, discursive application- 20%
Execution​: resource management, time management,
achievement of plan of work, completion of deliverables- 30%
Presentation​: written/oral communication as specified, defence
of ideas/work, reflection, visual/graphics communication- 15%
Engagement​: attendance requirements as mandated,
participation in class/activities, team cooperation, proactivity
- 15%

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e)Submission Date of submission: At the end of each assignment

Deadlines &
Venue of Submission: Faculty Room
Modalities as
applicable Whom to be submitted: Module Leader/ Respective tutor/PG
Foundation Team

Phase- 1
28​th​ August’ 15
There will be a design/Visual Folio and Digital presentation by the
individual/groups in class.
- The presentation should also be submitted in the LMS up to
24:00hrs on 2
​ 8​th​ August 15
[This is the prescribed mode for all 2-D submissions]

Phase – 2
23​rd​ to 25​th​ September’15
-​There will be a design/Visual Folio submission at the end of week
6
-There will be a Digital presentation of the individual’s work of the
last two weeks (project).
-Presentation and discussion by each student on two websites
(One they like and other one they dislike the most)
- The presentation should also be submitted in the LMS up to
24:00hrs on 2
​ 5​th​ September 15
(Late submission will be acceptable up to 3 working days beyond
submission date up to same designated mode)

f)Feedback to ASSESSMENT & FEEDBACK PLAN

Students
FORMATIVE

Phase 1
1​st​ ​-​7th​
​ September’ 15

SUMMATIVE

Phase 2
5​th​ -9​th​ October’15

7. Rubric for assessment

Note: Please await instructions

8. If you have a problem – special situation

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If you have any problems with the module or the work, see the respective module tutor or
module leader as soon as possible. They may be able to help, and sooner a problem is
identified, the easier it will be to sort out. If you are ill or have other special situations, which
might affect your ability to meet deadline, your assessment will be evaluated as per the rules
in Student Hand Book. So, it is strongly recommended that you read the Section 12 in
Student Hand Book very carefully and satisfy your queries, if any, by asking course Leader/
Course coordinator. In case of any non-academic issues, you are encouraged to meet the
Student Counselor at Student Development and Support (SDS).

9. Submission in LMS (wherever applicable)

LMS stands for Learning Management System or BLACKBOARD.

You will undergo training for uploading your submission in the LMS.
The LMS is electrically controlled. It will accept your submission only up to the date and time
of day that is specified in item 6(e) above. Hence, you must take care to be timely with your
submission. It is also not advisable for you to make the submission at the last minute.

(Module Leader)

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