视觉传达课程课程教学大纲

1、- 5 -视觉传达教学大纲课程代码174225课程名称视觉传达英文名称Visual Communication Design课程类别专业领域课课程性质选修学时总学时：80上机学时：0实验学时：0实践学时：0实创学时：32学分5开课学期第六学期开课单位设计学院适用专业工业设计授课语言中文授课先修课程表现技法、产品形态学等。毕业要求（专业培养能力）NO1、2、3、4、5、10课程培养学生的能力（教学目标）完成课程后，学生将具备以下能力：（1）掌握视觉传达设计的基本原理和基本知识，培养学生发现问题、解决问题的基本能力。（2）掌握视觉传达各个设计类型（标志设计、图形设计、广告设计、文字设计等）的基本知

2、识，能够就不同的设计命题开展具体的设计工作。课程简介视觉传达设计是以视觉媒介为载体，利用视觉符号表现并传达信息的设计，是一个复合型交叉性的课程集合。通过对文字、图形等各个视觉元素的设计分析，以及从二维到三维的不同应用形式上的设计延展，结合传播学、符号学、视觉心理学等理论知识，使学生熟练掌握各类视觉传达元素设计方法并能进行综合应用，具有独立进行视觉传达设计实践的基本能力。课程理论与实践相结合，完整的将命题内容从单个视觉符号的设计，扩展到具体的视觉应用领域以及该设计的宣传推广等整个视觉设计过程，系统性的从二维设计到三维设计逐一展开，将视觉传达所涉及到的各个内容都进行分析和讲解。教学内容与学时分配（

3、一）视觉传达设计概述（4学时）教学内容和要求：1.了解视觉传达设计的概念。2.知道视觉传达设计的发展历程。3.掌握视觉传达设计的社会文化价值。重点与难点：重点：视觉传达设计的发展历程。难点：视觉传达设计的社会文化价值。（二）视觉传达设计的构成要素（28学时）教学内容和要求：1.理解视觉语言的表达形式与规律。2.熟练掌握视觉传达中的图形设计。3. 熟练掌握视觉传达中的色彩设计。4. 熟练掌握视觉传达中的文字设计。5. 熟练掌握视觉传达之编排设计。重点与难点：重点：视觉传达中的图形设计；视觉传达中的文字设计。难点：视觉传达之编排设计。（三）视觉传达之企业形象（CI）设计（16学时）教学内容和要求：

4、1.理解CI的定义。2.了解CI的产生和发展历史。3.熟练掌握CI设计的步骤与方法。4.掌握CI的导入和管理。重点与难点：重点：CI的导入和管理。难点：CI设计的步骤与方法。（四）视觉传达之包装设计（16学时）教学内容和要求：1.了解包装的产生和发展历史。2.知道包装的主要功能和类别。3.熟练掌握包装中的视觉设计。4.熟练掌握包装结构设计。5.熟练掌握包装容器造型设计。6.熟练掌握包装陈列设计。重点与难点：重点：包装中的视觉设计；包装结构设计；包装容器造型设计。难点：包装陈列设计。（五）视觉传达之广告设计（16学时）教学内容和要求：1. 了解广告设计的基本概念。2. 知道广告设计中的几个基本视

5、觉要素。3. 熟练掌握平面广告的创意设计方法。4. 熟练掌握动态广告创意设计的方法。重点与难点：重点：平面广告创意设计。难点：广告创意的合理有效表达。实验教学（包括上机学时、实验学时、实践学时）无教学方法课程教学以课堂教学、综合讨论、课外作业、设计实践设计等共同实施。考核方式本课程注重过程考核，成绩比例为：平时作业和课堂表现：40%期末考试（大作业）：60%教材及参考书课程没有指定教材，主要参考资料：（1）视觉传达设计原理，庞黎明等编，第1版，机械工业出版社。（2）视觉传达设计，张福昌编，第2版，北京理工大学出版社。视觉传达设计实创教学大纲课程代码174225课程名称视觉传达英文名称Visua

6、l Communication Design课程类别专业领域课课程性质选修学时实创学时：32学分5开课学期第六学期开课单位设计学院适用专业工业设计授课语言中文授课先修课程表现技法、产品形态学等。毕业要求（专业培养能力）NO1、2、3、4、5、10课程培养学生的能力（教学目标）完成课程后，学生将具备以下能力：（1）掌握视觉传达设计的基本原理和基本知识，培养学生发现问题、解决问题的基本能力。（2）掌握视觉传达各个设计类型（标志设计、图形设计、广告设计、文字设计等）的基本知识，能够就不同的设计命题开展具体的设计工作。课程简介视觉传达设计是以视觉媒介为载体，利用视觉符号表现并传达信息的设计，是一个复合

7、型交叉性的课程集合。通过对文字、图形等各个视觉元素的设计分析，以及从二维到三维的不同应用形式上的设计延展，结合传播学、符号学、视觉心理学等理论知识，使学生熟练掌握各类视觉传达元素设计方法并能进行综合应用，具有独立进行视觉传达设计实践的基本能力。课程理论与实践相结合，完整的将命题内容从单个视觉符号的设计，扩展到具体的视觉应用领域以及该设计的宣传推广等整个视觉设计过程，系统性的从二维设计到三维设计逐一展开，将视觉传达所涉及到的各个内容都进行分析和讲解。主要仪器设备与软件图形工作站相机扫描仪彩色打印实践报告设计实践绘制，包含综合讨论、网络交流等方式共同实施。自由选择设计方向，社会调研、网络调研、提出

8、设计方案，深入设计、方案优化、版面设计表达等；考核方式提交设计报告教材及参考书无视觉传达设计实践教学内容与学时分配实验项目编号实验项目名称实验学时实验内容提要实验类型实验要求每组人数主要仪器设备与软件设计调研8学时（1）设计调研、信息收集、分析整理、8学时以上）调查性必做1-2人交互式白板设计机会8学时（2）发现问题、设计机会捕捉调研性必做1-2人相机录音笔录像机方案设计8学时（3）方案设计综合性必做1-2人图形工作站设计报告书8学时设计报告书探索性必做1-2人彩色打印Visual CommunicationSyllabusCourse Code174225Course Titlevisual

9、 communicationEnglish TitleVisual Communication DesignCourse CategorySpecialty-related CourseCourse NatureElective courseClass HoursTotal Class Hours: 80 Computer class hours: 0 experimental class hours: 0 practice class hours: 0 actual creation class hours: 32Credits5SemesterSixth SemesterInstitute

10、School of DesignProgram OrientedIndustrial DesignTeaching LanguageChinesePrerequisitesTechnica of Design Expression, Poduct MorphologyStudent Outcomes (Special Training Ability)NO1，2，3，4，5，10Course for Students Ability Development (Teaching Objectives)After the courses, students will have the follow

11、ing capabilities:(1) Grasp the basic principles and basic knowledge of visual communication to cultivate the basic capability for students to find out and solve problems.(2) Grasp the basic knowledge of each design type (mark design, graphic design, advertising design, character design, etc.) of vis

12、ual communication, and carry out specific design work in terms of different design propositions.Course DescriptionThe visual communication design refers to a design in which a visual medium is used as a carrier, visual signs are used to present and communicate information, which is a compound type c

13、rossed course set. Students may familiarly gasp the design method for various visual communication elements and carry out integrated application via the design analysis on each visual element, such as characters and graphs and design extension in different application forms from two-dimension to thr

14、ee-dimension in conjunction with theoretical knowledge, such as communication science, semiology and visual psychology, and thereby gaining the basic ability to independently carry out the visual communication design practice. Under the combination of course theory and practice, the complete content

15、s of the proposition are extended from the design of a single visual sign to the specific field of visual applications and the whole visual design process, such as the propaganda promotion of design and are systematically developed from two-dimensional design to three-dimensional design one by one,

16、and each content with which the visual communication is involved is subject to analysis and explanation.Distribution of Teaching Contents and Class Hours(I) Overview on visual communication design (4 Class Hours)Teach Content and Requirements:1. Understand the concept of visual communication design.

17、2. Understand the development course of visual communication design.3. Grasp the social culture value of visual communication designKey points and difficult points:Key point: the development course of visual communication design.Difficult point: the social culture value of visual communication desig

18、n.(II) Composing elements of visual communication design (28 Class Hours)Teach Content and Requirements:1. Understand the expression form and rule of visual language.2. Familiarly grasp graphic design in visual communication.3. Familiarly grasp color design in visual communication.4. Familiarly gras

19、p character design in visual communication.5. Familiarly grasp layout design in visual communication.Key points and difficult points:Key points: graphic design in visual communication; character design in visual communication.Difficult point: layout design in visual communication design.(III) Corpor

20、ate image (CI) design of visual communication (16 Class Hours)Teach Content and Requirements:1. Understand the definition of CI.2. Understand the generation and development history of CI.3. Familiarly grasp the steps and method of CI design.4. Grasp the import and management of CI.Key points and dif

21、ficult points:Key point: import and management of CI.Difficult point: steps and method of CI design.(IV) Package design of visual communication (16 Class Hours)Teach Content and Requirements:1. Understand the generation and development history of packaging.2. Understand the main functions and catego

22、ries of packages.3. Familiarly grasp visual design in packages.4. Familiarly grasp structural design of packages.5. Familiarly grasp appearance design of packaging container.6. Familiarly grasp exhibition design of packages.Key points and difficult points:Key points: visual design; in packages; stru

23、ctural design of packages; appearance design of packaging containerDifficult point: exhibition design of packages.(V) Advertising design of visual communication (16 Class Hours)Teach Content and Requirements:1. Understand the basic concept of advertising design.2. Understand several basic visual ele

24、ments in advertising design.3. Familiarly grasp the creative design method for print advertisements.4. Familiarly grasp the creative design method for dynamic advertisements.Key points and difficult points:Key points: creative design of print advertisements.Difficult points: reasonable and effective

25、 expression of print advertisements.Experiment teaching (including class hours of computer, experiment and practice)NoneTeaching MethodCourse teaching is implemented via classroom teaching, comprehensive discussion, extra-class work, design practice design, etc.Examination MethodThis curriculum stre

26、sses process assessment, and the score ratio is:Regular assignment and classroom performance: 40%Final exam (great assignment): 60%Teaching Materials and Reference BooksThe course does not have prescribed textbooks and main reference data:(1) Principle of Visual Communication Design, written by Pang

27、 Liming, et al., 1st edition, China Machine Press.(2) Visual Communication Design, written by Zhang Fuchang, 2nd edition, Beijing Institute of Technology Press.Visual CommunicationSyllabusCourse Code174225Course Titlevisual communicationEnglish TitleVisual Communication DesignCourse CategorySpecialt

28、y-related CourseCourse NatureElective courseClass HoursPractice class hours: 32Credits5SemesterSixth SemesterInstituteSchool of DesignMajor ApplicableIndustrial DesignTeaching LanguageTeaching in ChinesePrerequisitesTechnica of Design Expression, Poduct MorphologyStudent Outcomes (Special Training A

29、bility)NO1，2，3，4，5，10Course for Students Ability Development (Teaching Objectives)After the courses, students will have the following capabilities:(1) Grasp the basic principles and basic knowledge of visual communication to cultivate the basic capability for students to find out and solve problems.

30、(2) Grasp the basic knowledge of each design type (mark design, graphic design, advertising design, character design, etc.) of visual communication, and carry out specific design work in terms of different design propositions.Course DescriptionThe visual communication design refers to a design in wh

31、ich a visual medium is used as a carrier, visual signs are used to present and communicate information, which is a compound type crossed course set. Students may familiarly gasp the design method for various visual communication elements and carry out integrated application via the design analysis o

32、n each visual element, such as characters and graphs and design extension in different application forms from two-dimension to three-dimension in conjunction with theoretical knowledge, such as communication science, semiology and visual psychology, and thereby gaining the basic ability to independe

33、ntly carry out the visual communication design practice. Under the combination of course theory and practice, the complete contents of the proposition are extended from the design of a single visual sign to the specific field of visual applications and the whole visual design process, such as the propaganda promotion of design and are systematically developed from two-dimensional design to three-dimensional design one by one, and each content with which the visual communication is involved is subject to analysis and explanation.Main Equipment and SoftwareGraphic work stationCameraScannerPRINT