© Srishti Institute of Art, Design & Technology 2018

POST GRADUATEPROGRAM

2018 – 2019

COURSE STRUCTURE

COURSE LEADER

NUPUR BANERJEEnupur.banerjee@srishti.ac.in

Professional Practice in Visual Communication Design

STUDIOS encourage active, contextual learning where students develop core disciplinary skills and knowledge. Studios facilitate collaborative and creative design solutions to complex, open-ended problems.

WORKSHOPS provideintense learning experiencesin making and doing, acrossthe different disciplines.

SEMINARS provide a space for investigating a particular idea, topic, praxis through reading, writing, making and discussion. A seminar can include crits, presentations of work in progress or completed work.

INDEPENDENT STUDIES are undertaken in an area of student interest with minimal mentoring through specially designed study units.Field Practice includes systematic exploration or study undertaken in an area/place, within a community or organization. Field Practice can involve ongoing participation, research or intervention.

INTERNSHIP provides students an opportunity to use multidisciplinary skills and learning acquired during the course of study and obtain professional inputs that complement academic learning.

ELECTIVES are liberal arts courses aimed to cultivate intellectual and reflective abilities and motivate deeper probing and holistic approach to the design process.

SELF INITIATED RESEARCH PROJECT is an end of the semester challenge that is the summative assessment and allows for engagement in research, enquiry, art or design based projects.

ABILITY & SKILL ENHANCEMENT COURSES (AEC), (SEC) include learning units that enable enrichment of knowledge specific to a discipline, or are skill-basedand are aimed at providing hands-on-training and competencies.

INTERLUDE (OPEN ELECTIVE) is a space for a practical engagement related to a relevant field of study that is creative, reflective and extensive. It allows for collaborative working to conceptualize an experiment, symposium or exhibition, and public engagement or demonstration. Topics explored are drawn from areas of contemporary relevance.

CAPSTONE PROJECT is the culmination of the research, capabilities and knowledge gained over the last three semesters. A mandated thesis document of the design output and the research process is submitted. Faculty mentors provide guidance and seminars are organised for feedback from faculty and peer groups.

» To work creatively as an agile visual communicator who pays attention to detail and whose work demonstrates formal and visual integrity.

» To be a reflective practitioner who follows ethical standards and professionalism in communication, commitment, methods, and outputs.

» Work collaboratively without loosing personal voice.

» Be a risk taker and adventurous in exploring new forms and meanings.

» Produce work that responds to users’ needs within environmental, cultural, economic and historical contexts.

» To be articulate in Visual Language using form, shape, color, composition, typography and develop attention to detail

» To be a versatile visual communicator whose work spans printed and electronic media with knowledge and understanding of each medium.

» To engage in research with an inquiring mind, and methodical analysis to identify needs, generate insights and propose solutions.

MA in Design Practices –Visual CommunicationLevel – Postgraduate (Arts) awarded by Bengaluru Central University

UPON SUCCESSFUL COMPLETION OF THIS COURSE GRADUATES WILL HAVE DEVELOPED THE FOLLOWING CAPABILITIES:

POSTGRADUATE

© Srishti Institute of Art, Design & Technology 2018

CONTEXTUAL AND HISTORICAL STUDIES IN VISUAL COMMUNICATIONResearch, explore and reflect on the evolution of design and its practice over the decades, and its journey to the present. Look at the myriad influences that design has on society, the role that history, culture, economics plays in shaping design, and the pivotal role that it plays in defining the zeitgeist of the times. Study, research and understand the work produced during the 18th and 19th century as well as the work of some of the pioneering designers of today in the area of visual design.

SEMINAR / WEBINARPRACTICE BASED RESEARCHUnderstand and explore how design research informs and affects the design. While exploring these aspects, also understand and experience how research is an integral part of design thinking and problem solving process. The pathway following to develop a holistic understanding is – Identifying problem and conducting research > Generating insights

> Presenting research > Developing a design brief > Proposing design directions. Tools for observation, documentation, analysis and synthesis for research are introduced at various stages and applied to practicethrough field exercises. While conducting research, the emphasis lies on key nuances of the methodsand their applicability to specific contexts.

GENERAL STUDIESEngagement outside the disciplinary framework, that allows for extension, building connections and broadening world view through liberalarts modules.

INDEPENDENT STUDIESA systematic study undertaken in an area of interest with minimal mentoring through specially designed study units either online or distance learning (including MOOCs).

WORKSHOPPRINT / PRODUCTION TECHNIQUESWhat are the various pre-

press, printing, and finishing techniques? What are the advantages and challenges involved in working with different print mediums? Explore the print techniques of digital printing, screen printing, gravure printing, offset printing and letterpress printing, as well as finishing techniques such as embossing, die cutting, binding, varnishing, foil stamping and others. Visit different printing and processing units to gain first hand experience in learning about these processes.

SELF INITIATED PROJECTSelf Initiated Research Project is an end of the semester challenge that is the summative assessment and allows for engagement in research, enquiry, art or design based projects. The SIP begins with the writing of the project proposal and defining the scope of the project and follows the art or design process, under the mentorship of faculty / design professionals.

SEMESTER 1 – ODD

STUDIOELEMENTS OF VISUAL DESIGN FOR PRINTElements of Design are akin to visual design, like letters and words are to any language. Explore the fundamentals – first the elements and then the principles of design, and understand the beginnings of a Visual Language. These aid the ability to communicate ideas visually. An introduction to the principles of Gestalt also contributes to developing a basic to intermediate ability to use these principles to create simple compositions. How can the basic principles of typography, layout, colour and composition be used to create meaningful visual layouts?

ELEMENTS OF VISUAL DESIGN FOR SCREEN The fundamental elements of visual design are introduced as applied to digital screen based interactions. Color theory, type, layout, are discussed through case-studies of exceptional digital design, and the methods to manipulate the elements

to convey and communicate possibilities of interacting with digital information are applied through a project. Icon and button design, emerging trends of flat design, metaphorical design, responsive design are also introduced.

TYPOGRAPHYAs Nick Cox says, "There is merit to visible typography because the art of type design, selection, and setting contribute to the overall conveyance of the text." Typography offers multitude ways through its vocabulary to express communication effectively. It is a science with its very own unique language and scaffolding. How can basic skills in the art and craft of Typography be applied in design and communication? Explore designing with type in English as well as vernacular Indian languages and thus learn about characteristics of other unique scripts. Learn to use type as a functional as well as visually expressive form in any kind visual communication.

SEMESTER 2 – EVEN

STUDIOUX-UI DESIGN ANDBASIC CODINGUser Experience Design (UXD), User Interface Design (UID), and Front End Coding, are three key fields of digital development that combine and help comprehension of Interactive Digital Media by which the user interacts with the digital product. Get acquainted with the principles of UXD, UID and basic coding, and gain the experience and maturity necessary to be able to explore further into the discipline for future practice.

EXPRESSIVE TYPOGRAPHYExperiment with typographic design and/or letterform design from a variety of approaches and examine their possibilities as visually expressive form in the context of syntax and visual communication. Go against

the prevailing patterns and norms while experimenting with type, rather than be guided by conventions. Learn by making and doing and use typography as an artistic form to express and communicate ideas that are personal and abstract. Engage with Type in unexpected ways while traversing variety of mediums, materials, tools and forms to realize ideas. Also explore type in motion and kinetic typography.

MODERN VISUAL CULTURESymbolic and metaphoric representations pervade our social, political and cultural world. Signs, symbols and metaphors have been used from historic times to bring about a stronger conceptual edge to any communication material. Explore icons in our present times that have given form to ideas that shaped and influenced and impacted the cultural and political behaviors.

Also learn to extract a language of signs and symbols from our everyday lives and experiences and examine their contribution to visual communication

CROSS-CULTURAL DESIGN RESEARCH TO CONCEPTSUnearth and unravel the cross-cultural implications for design through applying methods of secondary and primary research across different cultural contexts. What methods of synthesizing data from the lens of cultural similarities and differences are used order to derive actionable insights for design of a product/service that offers value across the cultures being designed for?Methods of engaging with design research data as inspiration and information for generating value-laden concepts, and various methods of ideation and brainstorming, and concept development,

definition and communication are applied to move from research to concepts.

GENERAL STUDIESEngagement outside the disciplinary framework, that allows for extension, building connections and broadening world view through liberalarts modules.

INDEPENDENT STUDIESA systematic study undertaken in an area of interest with minimal mentoring through specially designed study units either online or distance learning (including MOOCs).

WORKSHOPCALLIGRAPHY AND LETTERFORM DESIGNExplore calligraphy as a creative artistic interpretation of handwriting. Along with training in traditional and contemporary techniquesand tools, investigate different

styles of calligraphy while focusing on personal and customized letterforms.How did the art of handwriting gave birth to letterform design and thereafter the craft and profession of typography?After the 1st week of immersion in calligraphy, get introducedto fundamentals ofletterform design.

SELF INITIATED PROJECTSelf Initiated Research Project is an end of the semester challenge that is the summative assessment and allows for engagement in research, enquiry, art or design based projects. The SIP begins with the writing of the project proposal and defining the scope of the project and follows the art or design process, under the mentorship of faculty / design professionals.

INTERNSHIP An exposure to a creative sector (art and craft, design studio, production house etc.) is essential to assimilate a flavor of professional practice, in a creative domain and thereby imbibe the nuances of creative practice in that sector. This helps the refining of one’s creative positions and brings focus onto particular areas of professional interest.

POSTGRADUATE

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SEMESTER 3 – ODD

STUDIOADVERTISING STRATEGYAND VISIONExplore the world of advertising, marketing and strategising. How can a company's vision be stragised to lay down a marketing and advertising brief and how does this in turn guide the design process of all branding and marketing communication/promotion material?

BRANDING ANDIDENTITY DESIGN Explore how the world of business, marketing and branding influences the process of identity design. How does the process of designing an identity begin by researching the business goals, marketing objectives, brand environment and consumer profile? Learn to craft insights by analyzing research and create clear design briefs for the branding and logo design. The historical milestones in logo design and brand establishment are also introduced through case studies, leading to the production of a well planned and highly creative identity design complete with a set of

marketing collateral items and branding guidelines.

SOCIAL COMMUNICATION DESIGNLearn about the role of visual communication from a community perspective – learn to examine traditional and cultural practices in society will in order to know more about indigenous ways to communicate societal/cultural and other issues. What are the limits of the universality of symbols and metaphors, and how does designing for regional communities differ from designing for urban users?

PACKAGING DESIGNPackaging design and branding are intricately interconnected. Packaging is what makes a product stand out on a crowded shelf, and attracts the eye as it excites, informs, and motivates customers to buy. Learn the art and craft of package design and its function as a marketing and branding tool. Working from detailed briefs, explore how to design packages for a variety of projects, and examine concepts such as imagining and designing in three dimensions, mass vs. prestige

SEMESTER 4 – EVEN

RESEARCH PROPOSALThe Research Proposal requires independent research and an exploration of ideas with the aim of articulating the objectives, methodology, expected outcomes, and potential impact of the Capstone or Dissertation.

CAPSTONECapstone Project is the culmination of the research, capabilities and knowledge gained over the last three semesters. A mandated thesis document of the design output and the research process is submitted. Faculty mentors provide guidance and seminars are organised for feedback from faculty and peer groups.

design, designing for target markets and playful design. An emphasis is placed on brand building, sustainability and responsible packaging design.

GENERAL STUDIESEngagement outside the disciplinary framework, that allows for extension, building connections and broadening world view through liberalarts modules.

INDEPENDENT STUDIESDESIGN PROJECTRe-evaluate and reflect upon a self- chosen project from practice, create further exploration and propose an output. Revisit and redesign the design solution based on faculty feeddback and peer evaluation. (This independent study unit will be part tutorial and part independent.)

WORKSHOPINFORMATION VISUALISATIONInformation Design is the practice of gathering, filtering, and presenting complex, unstructured data in accordance with effective design principles in order to make it viewable and understandable — and thereby effectively communicate

to others the essence, the meaning of that information. Conduct independent research, gather data and then learn to collate, analyze and categorize this data before setting out to visualize this data. In addition, explore various visualization systems in the context of creating infographics.

SELF INITIATED PROJECTSelf Initiated Research Project is an end of the semester challenge that is the summative assessment and allows for engagement in research, enquiry, art or design based projects. The SIP begins with the writing of the project proposal and defining the scope of the project and follows the art or design process, under the mentorship of faculty / design professionals.

PORTFOLIODevelop a reflective and curated body of work which represents evidence of growth, development and application of design process, and research into professional practice, acquired over the duration of the academic experience.