視覺(jué)傳達(dá)課程課程教學(xué)大綱

1、- 5 -視覺(jué)傳達(dá)教學(xué)大綱課程代碼174225課程名稱視覺(jué)傳達(dá)英文名稱Visual Communication Design課程類別專業(yè)領(lǐng)域課課程性質(zhì)選修學(xué)時(shí)總學(xué)時(shí)：80上機(jī)學(xué)時(shí)：0實(shí)驗(yàn)學(xué)時(shí)：0實(shí)踐學(xué)時(shí)：0實(shí)創(chuàng)學(xué)時(shí)：32學(xué)分5開(kāi)課學(xué)期第六學(xué)期開(kāi)課單位設(shè)計(jì)學(xué)院適用專業(yè)工業(yè)設(shè)計(jì)授課語(yǔ)言中文授課先修課程表現(xiàn)技法、產(chǎn)品形態(tài)學(xué)等。畢業(yè)要求（專業(yè)培養(yǎng)能力）NO1、2、3、4、5、10課程培養(yǎng)學(xué)生的能力（教學(xué)目標(biāo)）完成課程后，學(xué)生將具備以下能力：（1）掌握視覺(jué)傳達(dá)設(shè)計(jì)的基本原理和基本知識(shí)，培養(yǎng)學(xué)生發(fā)現(xiàn)問(wèn)題、解決問(wèn)題的基本能力。（2）掌握視覺(jué)傳達(dá)各個(gè)設(shè)計(jì)類型（標(biāo)志設(shè)計(jì)、圖形設(shè)計(jì)、廣告設(shè)計(jì)、文字設(shè)計(jì)等）的基本知

2、識(shí)，能夠就不同的設(shè)計(jì)命題開(kāi)展具體的設(shè)計(jì)工作。課程簡(jiǎn)介視覺(jué)傳達(dá)設(shè)計(jì)是以視覺(jué)媒介為載體，利用視覺(jué)符號(hào)表現(xiàn)并傳達(dá)信息的設(shè)計(jì)，是一個(gè)復(fù)合型交叉性的課程集合。通過(guò)對(duì)文字、圖形等各個(gè)視覺(jué)元素的設(shè)計(jì)分析，以及從二維到三維的不同應(yīng)用形式上的設(shè)計(jì)延展，結(jié)合傳播學(xué)、符號(hào)學(xué)、視覺(jué)心理學(xué)等理論知識(shí)，使學(xué)生熟練掌握各類視覺(jué)傳達(dá)元素設(shè)計(jì)方法并能進(jìn)行綜合應(yīng)用，具有獨(dú)立進(jìn)行視覺(jué)傳達(dá)設(shè)計(jì)實(shí)踐的基本能力。課程理論與實(shí)踐相結(jié)合，完整的將命題內(nèi)容從單個(gè)視覺(jué)符號(hào)的設(shè)計(jì)，擴(kuò)展到具體的視覺(jué)應(yīng)用領(lǐng)域以及該設(shè)計(jì)的宣傳推廣等整個(gè)視覺(jué)設(shè)計(jì)過(guò)程，系統(tǒng)性的從二維設(shè)計(jì)到三維設(shè)計(jì)逐一展開(kāi)，將視覺(jué)傳達(dá)所涉及到的各個(gè)內(nèi)容都進(jìn)行分析和講解。教學(xué)內(nèi)容與學(xué)時(shí)分配（

3、一）視覺(jué)傳達(dá)設(shè)計(jì)概述（4學(xué)時(shí)）教學(xué)內(nèi)容和要求：1.了解視覺(jué)傳達(dá)設(shè)計(jì)的概念。2.知道視覺(jué)傳達(dá)設(shè)計(jì)的發(fā)展歷程。3.掌握視覺(jué)傳達(dá)設(shè)計(jì)的社會(huì)文化價(jià)值。重點(diǎn)與難點(diǎn)：重點(diǎn)：視覺(jué)傳達(dá)設(shè)計(jì)的發(fā)展歷程。難點(diǎn)：視覺(jué)傳達(dá)設(shè)計(jì)的社會(huì)文化價(jià)值。（二）視覺(jué)傳達(dá)設(shè)計(jì)的構(gòu)成要素（28學(xué)時(shí)）教學(xué)內(nèi)容和要求：1.理解視覺(jué)語(yǔ)言的表達(dá)形式與規(guī)律。2.熟練掌握視覺(jué)傳達(dá)中的圖形設(shè)計(jì)。3. 熟練掌握視覺(jué)傳達(dá)中的色彩設(shè)計(jì)。4. 熟練掌握視覺(jué)傳達(dá)中的文字設(shè)計(jì)。5. 熟練掌握視覺(jué)傳達(dá)之編排設(shè)計(jì)。重點(diǎn)與難點(diǎn)：重點(diǎn)：視覺(jué)傳達(dá)中的圖形設(shè)計(jì)；視覺(jué)傳達(dá)中的文字設(shè)計(jì)。難點(diǎn)：視覺(jué)傳達(dá)之編排設(shè)計(jì)。（三）視覺(jué)傳達(dá)之企業(yè)形象（CI）設(shè)計(jì)（16學(xué)時(shí)）教學(xué)內(nèi)容和要求：

4、1.理解CI的定義。2.了解CI的產(chǎn)生和發(fā)展歷史。3.熟練掌握CI設(shè)計(jì)的步驟與方法。4.掌握CI的導(dǎo)入和管理。重點(diǎn)與難點(diǎn)：重點(diǎn)：CI的導(dǎo)入和管理。難點(diǎn)：CI設(shè)計(jì)的步驟與方法。（四）視覺(jué)傳達(dá)之包裝設(shè)計(jì)（16學(xué)時(shí)）教學(xué)內(nèi)容和要求：1.了解包裝的產(chǎn)生和發(fā)展歷史。2.知道包裝的主要功能和類別。3.熟練掌握包裝中的視覺(jué)設(shè)計(jì)。4.熟練掌握包裝結(jié)構(gòu)設(shè)計(jì)。5.熟練掌握包裝容器造型設(shè)計(jì)。6.熟練掌握包裝陳列設(shè)計(jì)。重點(diǎn)與難點(diǎn)：重點(diǎn)：包裝中的視覺(jué)設(shè)計(jì)；包裝結(jié)構(gòu)設(shè)計(jì)；包裝容器造型設(shè)計(jì)。難點(diǎn)：包裝陳列設(shè)計(jì)。（五）視覺(jué)傳達(dá)之廣告設(shè)計(jì)（16學(xué)時(shí)）教學(xué)內(nèi)容和要求：1. 了解廣告設(shè)計(jì)的基本概念。2. 知道廣告設(shè)計(jì)中的幾個(gè)基本視

5、覺(jué)要素。3. 熟練掌握平面廣告的創(chuàng)意設(shè)計(jì)方法。4. 熟練掌握動(dòng)態(tài)廣告創(chuàng)意設(shè)計(jì)的方法。重點(diǎn)與難點(diǎn)：重點(diǎn)：平面廣告創(chuàng)意設(shè)計(jì)。難點(diǎn)：廣告創(chuàng)意的合理有效表達(dá)。實(shí)驗(yàn)教學(xué)（包括上機(jī)學(xué)時(shí)、實(shí)驗(yàn)學(xué)時(shí)、實(shí)踐學(xué)時(shí)）無(wú)教學(xué)方法課程教學(xué)以課堂教學(xué)、綜合討論、課外作業(yè)、設(shè)計(jì)實(shí)踐設(shè)計(jì)等共同實(shí)施?？己朔绞奖菊n程注重過(guò)程考核，成績(jī)比例為：平時(shí)作業(yè)和課堂表現(xiàn)：40%期末考試（大作業(yè)）：60%教材及參考書(shū)課程沒(méi)有指定教材，主要參考資料：（1）視覺(jué)傳達(dá)設(shè)計(jì)原理，龐黎明等編，第1版，機(jī)械工業(yè)出版社。（2）視覺(jué)傳達(dá)設(shè)計(jì)，張福昌編，第2版，北京理工大學(xué)出版社。視覺(jué)傳達(dá)設(shè)計(jì)實(shí)創(chuàng)教學(xué)大綱課程代碼174225課程名稱視覺(jué)傳達(dá)英文名稱Visua

6、l Communication Design課程類別專業(yè)領(lǐng)域課課程性質(zhì)選修學(xué)時(shí)實(shí)創(chuàng)學(xué)時(shí)：32學(xué)分5開(kāi)課學(xué)期第六學(xué)期開(kāi)課單位設(shè)計(jì)學(xué)院適用專業(yè)工業(yè)設(shè)計(jì)授課語(yǔ)言中文授課先修課程表現(xiàn)技法、產(chǎn)品形態(tài)學(xué)等。畢業(yè)要求（專業(yè)培養(yǎng)能力）NO1、2、3、4、5、10課程培養(yǎng)學(xué)生的能力（教學(xué)目標(biāo)）完成課程后，學(xué)生將具備以下能力：（1）掌握視覺(jué)傳達(dá)設(shè)計(jì)的基本原理和基本知識(shí)，培養(yǎng)學(xué)生發(fā)現(xiàn)問(wèn)題、解決問(wèn)題的基本能力。（2）掌握視覺(jué)傳達(dá)各個(gè)設(shè)計(jì)類型（標(biāo)志設(shè)計(jì)、圖形設(shè)計(jì)、廣告設(shè)計(jì)、文字設(shè)計(jì)等）的基本知識(shí)，能夠就不同的設(shè)計(jì)命題開(kāi)展具體的設(shè)計(jì)工作。課程簡(jiǎn)介視覺(jué)傳達(dá)設(shè)計(jì)是以視覺(jué)媒介為載體，利用視覺(jué)符號(hào)表現(xiàn)并傳達(dá)信息的設(shè)計(jì)，是一個(gè)復(fù)合

7、型交叉性的課程集合。通過(guò)對(duì)文字、圖形等各個(gè)視覺(jué)元素的設(shè)計(jì)分析，以及從二維到三維的不同應(yīng)用形式上的設(shè)計(jì)延展，結(jié)合傳播學(xué)、符號(hào)學(xué)、視覺(jué)心理學(xué)等理論知識(shí)，使學(xué)生熟練掌握各類視覺(jué)傳達(dá)元素設(shè)計(jì)方法并能進(jìn)行綜合應(yīng)用，具有獨(dú)立進(jìn)行視覺(jué)傳達(dá)設(shè)計(jì)實(shí)踐的基本能力。課程理論與實(shí)踐相結(jié)合，完整的將命題內(nèi)容從單個(gè)視覺(jué)符號(hào)的設(shè)計(jì)，擴(kuò)展到具體的視覺(jué)應(yīng)用領(lǐng)域以及該設(shè)計(jì)的宣傳推廣等整個(gè)視覺(jué)設(shè)計(jì)過(guò)程，系統(tǒng)性的從二維設(shè)計(jì)到三維設(shè)計(jì)逐一展開(kāi)，將視覺(jué)傳達(dá)所涉及到的各個(gè)內(nèi)容都進(jìn)行分析和講解。主要儀器設(shè)備與軟件圖形工作站相機(jī)掃描儀彩色打印實(shí)踐報(bào)告設(shè)計(jì)實(shí)踐繪制，包含綜合討論、網(wǎng)絡(luò)交流等方式共同實(shí)施。自由選擇設(shè)計(jì)方向，社會(huì)調(diào)研、網(wǎng)絡(luò)調(diào)研、提出

8、設(shè)計(jì)方案，深入設(shè)計(jì)、方案優(yōu)化、版面設(shè)計(jì)表達(dá)等；考核方式提交設(shè)計(jì)報(bào)告教材及參考書(shū)無(wú)視覺(jué)傳達(dá)設(shè)計(jì)實(shí)踐教學(xué)內(nèi)容與學(xué)時(shí)分配實(shí)驗(yàn)項(xiàng)目編號(hào)實(shí)驗(yàn)項(xiàng)目名稱實(shí)驗(yàn)學(xué)時(shí)實(shí)驗(yàn)內(nèi)容提要實(shí)驗(yàn)類型實(shí)驗(yàn)要求每組人數(shù)主要儀器設(shè)備與軟件設(shè)計(jì)調(diào)研8學(xué)時(shí)（1）設(shè)計(jì)調(diào)研、信息收集、分析整理、8學(xué)時(shí)以上）調(diào)查性必做1-2人交互式白板設(shè)計(jì)機(jī)會(huì)8學(xué)時(shí)（2）發(fā)現(xiàn)問(wèn)題、設(shè)計(jì)機(jī)會(huì)捕捉調(diào)研性必做1-2人相機(jī)錄音筆錄像機(jī)方案設(shè)計(jì)8學(xué)時(shí)（3）方案設(shè)計(jì)綜合性必做1-2人圖形工作站設(shè)計(jì)報(bào)告書(shū)8學(xué)時(shí)設(shè)計(jì)報(bào)告書(shū)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