Course Title: Art Direction

Part A: Course Overview

Course Title: Art Direction

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008

Course Coordinator: Shelley Kirby

Course Coordinator Phone: +61 3 9925 2582

Course Coordinator

Course Coordinator Location: Building 9 Level 1 Room 7

Course Coordinator Availability: Consultation by appointment only

Pre-requisite Courses and Assumed Knowledge and Capabilities

Basic design related skills and technologies and a fundamental knowledge of typography, composition and layout, image and graphic development techniques.

Course Description

This is a compulsory course for students in the second year of the Advertising program.

This practical course integrates three aspects of the advertising process: conceptualising, art direction and computer applications. Students will be extending their knowledge of contemporary design for advertising principles and computer applications used in industry. Using these design principles and computer skills, students develop and produce concepts for set class assignments. Class discussion and evaluation of design solutions is an important aspect of Art Direction.

Objectives/Learning Outcomes/Capability Development

During this course, students will:

1. Gain the necessary skills invloved in the Art Direction process: layout, typography and visuals.

2. Develop analytical and critical thinking skills relating to Art Direction issues

3. Build on exisiting software skills

4. Improve presentation skills

On completion of this course, students will be:

1. Adept at  handling the elements of design for advertising, including typography and photography.

2. Confident in evaluating the visual efficiency of an advertisement.

3. Proficient in using the computer applications InDesign, Illustrator and Photoshop, especially in integrating the applications to produce a finished advertisement.

4. Express and present  ideas  competently

Overview of Learning Activities

Students will use knowledge gained from lectures to produce advertising design solutions through practical, hands-on exercises.

Every opportunity will be taken for class critiques of work in progress.

Overview of Learning Resources

Software programs available in computer labs. Individual resources will be researched through relevant media and specific material will be distributed in class. All students have sole use of a computer during class time and access outside of class time.

Overview of Assessment

Four major assignment components.