Outline

Overview

This unit of study introduces students to the principles and practices of visual communication design for non-designers. Visual communication is an essential skill in today's complex world, for effectively communicating ideas, information, perspectives and proposals to diverse audiences in a variety of contexts. Students will learn about the theories of visual perception and psychology underlying visual design principles, and strategies for the composition of visual elements to produce effective and compelling visual presentations. On the successful completion of this unit of study, students will have demonstrated knowledge and skills in the understanding and application of visual design to produce and evaluate effective visual communication materials for a range of audiences.

Unit details and rules

Unit code	DAAE2011
Academic unit	Design Lab
Credit points	6
Prohibitions ?	DAAE2009 or DECO1015 or DECO2101
Prerequisites ?	None
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Koji Ryui, koji.ryui@sydney.edu.au
Tutor(s)	Andrew Hurle, andrew.hurle@sydney.edu.au

Type	Description	Weight	Due	Length
Assignment	Evaluation of visual material Essay	25%	Week 04 Due date: 20 Mar 2020 at 23:59	500 words
Outcomes assessed:
Assignment	Poster Poster	25%	Week 09 Due date: 01 May 2020 at 23:59	250 words
Outcomes assessed:
Tutorial quiz	Module quizzes Online quiz	15%	Week 13 Due date: 29 May 2020 at 23:59	10 questions each
Outcomes assessed:
Assignment	Design of visual communications for presentation Presentation slides, report	35%	Week 13 Due date: 29 May 2020 at 23:59	10 slides, 250 words
Outcomes assessed:

Assessment summary

Evaluation of visual material: This assessment aims to develop your skill in critiquing visual imagery based on theories of visual
perception. For this assessment you will need to select 2 pieces of existing visual imagery: a Logo AND an advertisement poster. You will need to submit a PDF document which contains the logo and a picture of the advertisement poster on the first page and on the second page will be your written analysis of the 2 pieces, totalling 500 words. You do not need to compare the 2 pieces of visual imagery against each other.
Poster: This assessment aims to develop your skill in creating visual communication material following the fundamentals of graphic design. For this assessment you will need to create a single A4 poster design in landscape or portrait that explores an area of personal interest. For example it could be for a particular cause like donating blood, or another charity organisation. Your poster will need to communicate a message using a range of graphic design principles.
Design of visual communications for presentation: This assessment aims to develop your skill in crafting presentations from a visual communication perspective to a specific audience.
For this assessment you will create a 10 slide presentation based on the topic uploaded on Canvas. The presentation needs to cover categories that describe who you are, demonstrating the effective use of visual communication strategies.
Module quizzes: The objective is to test your knowledge and understanding of topics presented in the learning modules. A series of short online quizzes will be available on Canvas. It is advisable to attempt each quiz soon after you have worked through the related module. You only get one attempt at each quiz. There are 8 quizzes for a total of 15% of the final mark (each quiz is worth the same). Each quiz comprises of 10 questions.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a High distinction indicates work of an exceptional standard, a Distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100
Distinction	75 - 84
Credit	65 - 74
Pass	50 - 64
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	Module 1: Anatomy of the eye	Lecture (1 hr)
Week 01	Work on assessment 1 research	Tutorial (2 hr)
Week 02	Module 2: Colour perception	Lecture (1 hr)
Week 02	1. Visit the library’s iResearch online module and complete; 2.Choose an existing illusion and write a 100-word paragraph	Tutorial (2 hr)
Week 03	Module 3: gestalt theory	Lecture (1 hr)
Week 03	Work on asssessment 1 – analyse and evaluate selection of visual material	Tutorial (2 hr)
Week 04	Work on assessment 1 – analyse and evaluate selection of visual material	Tutorial (2 hr)
Week 05	Module 4: Colour theory	Lecture (1 hr)
Week 05	Work on assessment 2 – design of a poster	Tutorial (2 hr)
Week 06	Module 5: Typography	Lecture (1 hr)
Week 06	Tutorial 2 on Microsoft PowerPoint	Tutorial (2 hr)
Week 07	Module 6: Layout	Lecture (1 hr)
Week 07	Work on assessment 2 – design of a poster	Tutorial (2 hr)
Week 08	Module 7: Principles of graphic design	Lecture (1 hr)
Week 08	Work on assessment 2 – design of a poster	Tutorial (2 hr)
Week 09	Tutorial 3 on Keynote	Tutorial (2 hr)
Week 10	Work on assessment 3 - design of visual communication for presentation purposes	Tutorial (2 hr)
Week 11	Module 8: Visual communication strategies	Lecture (1 hr)
Week 11	Tutorial 3 on Prezi work on assessment 3 - design of visual communication for presentation purposes	Tutorial (2 hr)
Week 12	Work on assessment 3 - design of visual communication for presentation purposes	Tutorial (2 hr)
Week 13	Complete the set of quizzes (assessment 4)	Tutorial (2 hr)

Attendance and class requirements

Referencing guidelines: Please ensure you are using the correct format for citing and referencing of your sources - APA style
is required for assignments.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Please refer to Canvas

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. explain the basic concepts of visual perception and gestalt psychology underpinning visual design principles
LO2. analyse and evaluate the communicative power of visual material
LO3. design visual materials following visual design principles
LO4. apply visual communication strategies for effective presentation to specific audiences.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Revision in progress

Additional information

The unit may be adjusted for each session. Please refer to information and materials provided on Canvas for any changes and updates.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

DAAE2011: Intro to Visual Communication Design

Semester 1, 2020 [Online] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect