ADVERTISING DESIGN 335 SYLLABUS
This course is intended to assist the student who has identified graphic design or a related field as a probable career. Emphasis will be on typography, photography, illustration, and layout. Problem solving (the design process) will also be integral to this course. The goal is for the student to understand the formal elements of graphic design and advertising design.
This is a foundation course in the techniques of typographic design, page layout, and assorted types of graphic design. The course introduces the vocabulary, structure, and design techniques of typography and graphic design. The exploration of problem solving processes including research, experimentation, refinement and professional presentation techniques will be covered.
You will be introduced to the definition of graphic design, an overview of the different types of graphic design, as well as the evolution of modern graphic design. Different types of graphic design to be covered including brochure design, logo design, corporate identity, poster design, advertising design, editorial design and package design. The course will also address related subject matter including copywriting, promotions, illustration and photography.
The objective of this course is to prepare you to:
• Understand the creative process utilizing problem solving techniques. This includes receiving a project, identifying the problem, researching the problem, developing a solution to the problem and executing a solution to the problem.
• Realize that the creative process (problem solving) and the result (form and content) are the key ingredients involved in executing a project.
• Understand and execute the following types of design: Corporate Identity: (including logotype development and product application), Brochure Design, Package Design and a Music Project.
• Understand the vernacular of advertising/graphic design. Understand that knowledge of this vernacular is critical to your development as a visual communicator.
• Understand the psychology of graphic design/advertising design and that it operates in a historical, cultural and social context.
• Gain a broader understanding of opportunities /assorted mediums that exist in the visual communication arena including being able to prepare yourself to identity and seek those opportunities.
Students will be expected to:
• Demonstrate an understanding of the concepts and terminology related to advertising and graphic design.
• Demonstrate an ability to problem solve and effectively execute assigned projects.
• Understand the nomenclature regarding advertising/graphic design including design and typography. This includes the fundamentals of graphic design.
• Demonstrate an ability to articulate thoughts and ideas regarding advertising/graphic design.
• There will be critiques during and after projects are finished. These critiques will be announced in advanced. The final portfolio will be elaborated upon in class. The portfolio should be presented in a consistent, professional manner.
• Demonstrate an ability to articulate thoughts and ideas as well as to present your concepts in a concise, professional manner.
• Develop the ability to understand InDesign basics.
Specific assignments will include:
Logo Design/Corporate Identity (This includes design of a logotype and stationary implementation), Brochure Design, Package Design and Music Project.
For each assignment, from beginning through completion the "IDEA" or concept development will be examined and achieved through a problem solving process. Research will be an integral aspect of the process. For each assignment students will be expected to execute "thumbnail sketches". Before one starts designing they should have done their research and have identified what they want to achieve, therefore thumbnail sketches are required.
When we meet to discuss the assignments, you should present them to me as if I am your client. You should be able to verbalize and support your solutions. You should be able to articulate your concept, the process and the end solution. This should be done in the thumbnail stage, rough stage and throughout the process.
This Class is about Advertising Design, however the computer is inextricably linked to the realization of ideas in the Advertising/Design world. Therefore Computer Graphics 350 is a prerequisite.
Mini Assignment:
Next class (Wednesday, August 27th) everyone bring in a sample of advertising or graphic design. It can be a newspaper ad, magazine ad, poster etc. It has to a print item, it cannot be a web site. Be ready to talk about it. Discuss whether you think it functions successfully or unsuccessfully as a communications piece and why.
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Definition of terms:
Thumbnail sketches - miniature hand drawn quick sketches
Comprehensive layouts - realistic presentation of all elements in place at final size.
A portion of class will include
• demonstrations
• critiques
• movie(s)
• possible field trips
The SNC Academic Honor Code applies to all written and created work for this course.
Textbook:
There is no required text however, there will be assigned readings on reserve at the Todd Wehr Library. The one book I would recommend is Thinking With Type by Ellen Lupton. I do have subscription forms for Communication Arts Magazine. Because there is no text requirement, I highly recommend you subscribe to CA.
Attendance Policy
Art Department attendance policy applies to this course and will be discussed in more detail during first class. Regular class attendance is required to all classes to successfully complete the course requirements. Absence from more than three classes/labs will affect the final grade. (1 letter grade reduction 4 absences, 1.5 letter grade reduction 6 absences, etc.) Any absences must be pre-approved by me. Again, any absences not approved will adversely affect the final grade.
Academic Support
“In keeping with the St. Norbert College mission to help students develop their full potential, and in compliance with the Americans with Disabilities Act, the College provides supportive services to students with disabilities. For enquiries and further details, please visit the Academic Support Services Office located on the lower level of the John Minahan Science Building (JMS) or contact Karen Goode-Bartholomew, Coordinator of Services to Students with Disabilities ( Phone: 403-1326), or visit the website www.snc.edu/academicsupport/disabilities.html
Policies/Procedures
•Only individuals enrolled in class will be allowed to work in class during class time.
•No food or drink allowed in computer lab.
•Ask as many questions as you need to. All questions are good questions.
•Work only on class projects during class time.
•You are responsible for reading and understanding the course syllabus and handouts. If there are any questions, please ask.
• When I am giving demonstrations and/or lecturing please pay attention and do not view your computer. Instant messaging, surfing the web etc. are absolutely unnaceptable during demos.
• Surfing the web is acceptable as long as it is for information relative to project at hand.
• Whenever possible, please verbally ask questions/comments etc. as opposed to email. We have become to dependent on email and I prefer to communicate face to face.
• Designing should be a cooperative experience, it will be to your advantage to get to know your classmates. You will find the collective exchange of ideas and techniques will only enhance your personal knowledge of the subject matter.
Grading
Grading will be based on several criteria in order of importance:
• Portfolio Strength
• Creativity/Aesthetic Quality
• Technical Proficiency
• Ability to Problem Solve
• Enthusiasm/Attitude/Desire to learn
• Attendance
• Completion of assignments according to project deadlines
• Participation during critiques
• Quizzes
• Progress/Advancement of growth
All of the above are extremely important. During the semester if you have any questions, issues regarding your grades, please ask. I am always willing to discuss your grades and how they might be improved. If you would like to improve your grade by going above and beyond the required coursework, contact me and we can discuss this.
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Class Suggestion
Graphic Design File
Each student should consider keeping a collection or file of Graphic Design that they feel is successful Graphic Design. This file should be of items that are of particular interest to each student in terms of how it communicates and what it looks like. Items that possibly could be included are brochures, catalogs, invitations, wedding announcements, business cards, photographs of signs, packaging, newspaper ads, posters etc.- it is wide open. The purpose of this is to get you to realize that there is Graphic Design happening everywhere and that some design works better than other design. This collections also gives you a resource to draw upon when looking for ideas. It should serve as inspiration when developing your own philosophies regarding design. If you choose to keep a file, feel free to share it with myself or your classmates.
Office Hours
Mon/Wed 1:30p.m.-2:30p.m.
Tuesday 1:00p.m.-2:00p.m.
Or by appointment
Class Schedule
Lecture: Room Bush Art Center 220
Mon, Wed
11:00am-1:00p.m.
Tests/Quizzes
Occasional quizzes may be given throughout the semester; this is contingent upon how well you perform as students. The subject matter of the quizzes will be readings assigned as well as items on reserve at the library. You will be given information on quiz content at least one week in advance.
Supplies
Supplies will be discussed on a per needed basis. I do not like to issue a long list and have you go out and buy these things and never have you use them.
However these things I recommend buy:
• Consider buying a portable, USB Hard Drive
• Several blank CD's to archive files on.
• 1 can of spray mount adhesive
• 1 X-acto knife with at least 5 blades
• A Ruler (preferably one that has Picas, Metric and Inches)
• For those who plan on entering the Advertising Design profession I recommend a professional portfolio case. I will discuss this further.
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