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DAAE2009: Designing Effective Visual Communication (2014 - Summer Early)

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Unit: DAAE2009: Designing Effective Visual Communication (6 CP)
Mode: Normal-Day
On Offer: Yes
Level: Intermediate
Faculty/School: Faculty of Architecture, Design and Planning
Unit Coordinator/s: Assoc Prof Martens, Bill
Dr O`Connor, Zena
Session options: Semester 1, Winter Main, Summer Early
Versions for this Unit:
Site(s) for this Unit:
Campus: Camperdown/Darlington
Pre-Requisites: None.
Brief Handbook Description: Visual communications such as PowerPoint presentations are now a common expectation at any level of employment. But how can we make sure our visual communication presentations are effective? The aims of this unit are: (1) Awareness that the design of effective visual communications (such as PowerPoint presentations, etc) involves decisions about the elements and principles of design. (2) To present knowledge about design theory as well as research- based information about design and associated topics that can be applied to visual communications design. (3) To demonstrate how information and knowledge about the mechanics of human vision and theories of visual perception can contribute to the design of effective visual communications. (4) To have students use their skills and knowledge about the elements and principles of design as well as theories of visual perception in the assessment tasks of this unit. The information provided in this course builds on Bauhaus principles and elements of design, and examines current theories of design within the context of visual communications design. In addition, students are provided with evidence-based information about visual perception and the cognitive processing of information relevant to visual communication design. The assessments tasks provide students with the opportunity to examine and evaluate examples of visual communications, and apply their knowledge in practical exercises in which they can demonstrate their understanding of the information presented in the learning modules of the unit.
Assumed Knowledge: None.
Timetable: DAAE2009 Timetable
T&L Activities: All lectures and practical tutorial exercises are provided online at eLearning, University of Sydney.

The expected total workload for students is approximately 4-6 hours online per week/learning module plus independent study and preparation.

Students are to ensure that they take the time to read all of the learning materials provided and use the information from these learning materials in their assignments.
Assessment Description: Assessment task 1 - Short Report (50%).

This assessment task provides students with the opportunity to explore different learning styles, and discuss the ways in which knowledge about different learning styles can inform the design of effective visual communications.

Students are required to download the VAK Learning style questionnaire (Chislett & Chapman, 2005) from Learning Module 1 and read the material provided in the Learning Modules regarding different learning styles and prepare a report that:

(a) Identifies their predominant learning style and the second person`s predominant learning style;

(b) Discuss the relevance of different learning styles and how knowledge about these can contribute to effective visual communications in a range of contexts both at university and in the workplace.

This assignment is to be submitted as a report (in PDF format) not exceeding 500 words (including references in APA format). Submit via the eLearning page for Assignment 1 no later than 11pm Friday 26 December 2014.

Assessment task 2:

Report (50%). This assessment task develops students’ abilities to understand and apply the information provided in the lectures and readings of this course.

People with poor vision and people with low visual literacy skills are present in a range of contexts including university and the workplace, and it is important to ensure that PowerPoint presentations are effective for these people. The Learning Modules of this course provide techniques and tips to improve visual communications for these groups of people.

Students are required to create a short (3 slide) PowerPoint presentation designed specifically for people with poor vision and people with low visual literacy skills. Each slide should include 25-30 words. The choice of topic for the PowerPoint presentation is any topic that is relevant to the student.

Students are to:

(a) Prepare a report that discusses the design of the PowerPoint presentation and makes reference to the information provided in the lectures and readings of this course, especially in regard to people with poor vision and people with low visual literacy skills.

(b) Students are to include the PowerPoint slides as illustrations within their report.

This assignment is to be submitted as a report (PDF) not exceeding 1,000 words (including PowerPoint slides and references in APA format). Submit via the eLearning page for Assignment 2 no later than 11pm Friday 16 January 2015.
Online Course Content: All lectures and reading materials are provided in the online Learning Modules for this subject - go to eLearning.

Note that the "Weeks" referred to in this Schedule are those of the official university semester calendar https://web.timetable.usyd.edu.au/calendar.jsp

Week Description
Week 1 All lectures, readings and tutorial exercises for this subject are provided in 12 online Learning Modules at eLearning.

Students are to access the online materials and read through them in a methodical, systematic manner.

Lecture: Course introduction; Learning style modalities: the impact on visual communications.

Readings: Smith & Dalton (2005); Chislett & Chapman (2005) VAK questionnaire.
Week 2 Lecture/Tutorial: Lecture: Visual literacy and its role in visual communications design.

Reading: Carney & Levin (2002).
Week 3 Lecture/Tutorial: Lecture: Gestalt theories of perception and their impact on visual communications design.

Readings: O'Connor (2014); Graham (2008); Graham (2009); Behrens (1998)
Week 4 Lecture/Tutorial: Lecture: Human visual perception; Factors that impact visual perception such as lighting; The key roles of colour and colour contrast: attracting focal attention, detail detection and fixational reflex; Categories of colour.

Readings: Livingstone (2002) – Chapter 4.
Week 5 Lecture/Tutorial: Lecture: Attributes of colour; Colour combination strategies for visual communications design.

Readings: Feisner (2000) – Chapters 5 and 6.
Week 6 Lecture/Tutorial: Lecture: Exploring Itten’s seven types of contrast and the impact these may have on visual communications design.
Week 7 Lecture/Tutorial: Lecture: Perceptual effects and their impact on visual communications design; Colour and symbolic association.

Readings: Aslam (2006).
Week 8 Lecture/Tutorial: Lecture: Bauhaus theories of design and their relevance to visual communications design.

Reading: Bayer, Gropius & Gropius (1975) pp146-151
Week 9 Lecture/Tutorial: Lecture: Who’s the star: Presenter, audience or content? Building an audience- needs map; Communication objectives and strategies; Structure.

Readings: Duarte (2010) – Chapters 1 and 7
Week 10 Lecture/Tutorial: Lecture: Story templates and ‘Sparklines’; Traditional and non- traditional delivery methods.

Reading: Duarte (2010) – Chapter 2;
Week 11 Lecture/Tutorial: Lecture: Design factors: Content and layout; Movement, animation, sound and music; Typeface design and legibility.

Readings: Duarte (2008) – Chapter 1, 2, 4 and 7; Miller (1956)
Week 12 Lecture/Tutorial: Lecture: Design factors: Defining ‘design’; Aesthetics vs. Functionality; The elements and principles of design and how these contribute to effective visual communications design.

Readings: O'Connor (2014)