Visual Communication in Art and Design

Aim

This unit aims to develop the necessary skills for artists, designers and craftworkers to communicate their ideas across specialist applications, both traditional and alternative.

Unit content

1 Be able to communicate ideas and concepts by researching visual techniques

Communicate: ideas; concepts eg personal, corporate, commercial, commissioned, beliefs, convictions; to others eg clients, audience, individuals, demographic

Researching: sources; testing; against intentions; context

2 Be able to select visual communication techniques to realise creative intentions

Matching method to intention: eg gestural, schematic, didactic, expressive, objective, analytical, tactile

Presentation formats: size; form; shape; surface

3 Be able to produce work which demonstrates the use of visual communication

Components: formal elements eg line, form, tone, texture, colour, contour

Application: 2D; 3D; moving image

Material: traditional eg graphite, pencil, paint, ink, dye, crayon, pastel, markers; digital; nontraditional

4 Understand the potential for personal development through the application of new approaches to visual communication

Review: techniques; approaches; relate to outcomes; presentation format

Propose: specific uses; specialist focus; cross-over applications; future development eg 2D, 3D, moving image

Learning outcomes

On successful completion of this unit a learner will:

Assessment criteria for pass The learner can:

1. Be able to communicate ideas and concepts by researching visual techniques

1.1 Research visual communication techniques

1.2 Evaluate visual communication techniques

2. Be able to select visual communication techniques to realise creative intentions

2.1 Identify creative intentions

2.2 Select visual communication techniques to effectively realise creative intentions

3. Be able to produce work which demonstrates the use of visual communication

3.1 Apply visual communication techniques to creative work

3.2 Justify the visual communication techniques used in creative works

4. Understand the potential for personal development through the application of new approaches to visual communication

4.1 Evaluate the use of visual communication in own work

4.2 Propose new approaches to developing own work through the application of visual communication techniques.