Course Title: Art Direction
Part A: Course Overview
Course Title: Art Direction
Credit Points: 12
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
GRAP2314 |
City Campus |
Undergraduate |
335H Applied Communication |
Face-to-Face |
Sem 1 2006,
Sem 1 2007, Sem 1 2008 |
Course Coordinator: Shelley Kirby
Course Coordinator Phone: +61 3 9925 2582
Course Coordinator Email:shelley.kirby@rmit.edu.au
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.