(Formerly Printing Technology 39)
3 Units, 2 lecture, 3 lab

Pre-requisite: Grc20
Advisory: Eligibility for Engl 25 and 26 or Engl 53 or Engl 67 and 68 and Math 1 recommended. BT 6 or equivalent strongly recommended. GRC 5 or familiarity with basic computer operations and related software recommended.

Principles and methods of graphic communication. Projects incorporate symbols and typography into visual design, exploring interrelationships between the formal elements and symbolic content.

I. The elements and principles of design: design making as a process. A. Pictographic communication
B. Letter forms - synergy
C. Communication through type

II. Organization of design elements
A. Letter forms - figure and ground
B. Symmetry and asymmetry
C. Recognizing visual organization and interaction of elements

III. Materials and analysis of forms of communication: Contemporary designers and the client/designer relationship
A. Symbols - developing simplified pictorial forms
B. Project comparing graphic presentation of information and data 1. thumbnail work, problem solving and working through ideas
C. Research project on contemporary graphic designer

IV. Technical expertise and production skills
A. Typography: fonts as image
B. Principles of type: consideration of font in relationship to idea and readibility
C. Camera ready art prepared on computer
D. Paper considerations

V. Working with typography
A. Brief history of typography
B. Typography vocabulary (terminology and copy fitting specs)
C. Mechanics of typography (measurement systems and processes) D. Typographic readability/legibility (appropriateness of type elements to space)
E. Systems of organization: grids, golden mean, Fibonacci
F. Aesthetics of typographic selection (sizing and placement)
G. Computer and typography
H. Address psychological impact of type and design

VI. Project 1: Newspaper/magazine ad Type only, style considerations Teacher generates client scenario, budget consideration and company profile Design concepts as related to gender, religion, age, and ethnicity Camera ready on computer

VII. Project 2: Newspaper/magazine ad Ad combining image and type Teacher generates client scenario, budget consideration and company profile Design concepts as related to gender, religion, age, and ethnicity Camera ready on computer

VIII. Project 3: Direct mail flyer Teacher generates client scenario, budget consideration and company profile Two or three fold with two to three images Camera ready on computer

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