Universitat Internacional de Catalunya

Design

Design
3
16277
2
First semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Introduction

Design has an autonomous operational instrument that allows it to be explained, constructed, given reason for its own existence. It is not necessary to fall into the common mistake of confusing means with ends to identify the Design with the designed object. 

Design is not the final product, but the process that precedes and originates it. The design is, therefore, the project. The methodology and the phases developed in its process constitute the personality of the discipline.

Solving design problems involves knowing the phases of the project: analyzing, reflecting, synthesizing and knowing its dual tools: conceptual and technical. 

This project activity, which integrates Functional, Cultural (aesthetic), Technological and Economic factors, is one of the basic components of the media strategies of audiovisual communication. 

The subject of Design aims to train students in two aspects. One, the one that develops the capacities to express graphically its ideas, and another one, that can expose them to the external world of suitable and controlled form.

Pre-course requirements

No. 

Objectives

  • Develop the ability to observe, analyze and synthesize. 
  • Introduce the methodological tools and techniques for creating graphic content in a multimedia environment. 
  • Know the functionality of design, effectiveness versus creativity. 
  • Adaptation of the image to the audiovisual medium: creation, layout, and digital retouching.

Competences/Learning outcomes of the degree programme

  • CN02 - Identify the various stakeholders in the contemporary audiovisual sector, their roles and the operational dynamics of a digital and globalised environment.
  • CN03 - Identify emerging trends and developments within the global audiovisual ecosystem, including new formats and production technologies.
  • CN04 - Explain the current legal and ethical framework governing the creation and distribution of audiovisual products, taking into account the sector's regulatory requirements.
  • CN05 - Identify the key factors involved in assessing the economic, technical and creative viability of an audiovisual product in the current market.
  • CN07 - Recognise the main contemporary artificial intelligence tools with applications in the audiovisual sector.
  • CP02 - Critically examine contemporary social developments and contextualise audiovisual works appropriately.
  • CP03 - Communicate information and original ideas effectively, both orally and in writing, in Spanish, Catalan and English.
  • CP04 - Apply professional ethical principles and standards of academic rigour in the audiovisual field, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
  • CP05 - Develop multi-platform scripts that take into account the specific characteristics of different audiovisual genres and formats.
  • CP06 - Apply innovative image and sound techniques in audiovisual productions, integrating emerging technologies.
  • CP07 - Create audiovisual content for commercial purposes, making full use of the expressive possibilities of multimedia environments and maximising creative potential through emerging digital technologies.
  • HB01 - Use a range of media research and documentation resources.
  • HB02 - Apply professional techniques in body language and voice presentation to create impactful audiovisual content.
  • HB04 - Use bibliographic resources, specialised terminology and linguistic structures in English effectively for professional communication in the audiovisual field.

Learning outcomes of the subject

Students will be able to:

  1. To master the main photography techniques and technologies.

  2. To master the main digital design techniques and technologies.

  3. To master the main techniques and technologies for planning and formally presenting communication products, including the use of artificial intelligence to create infographics and optimise data management.

  4. To recognise tools for the documentation and management of audiovisual content.

  5. To create audiovisual entertainment products, applying narrative, aesthetic and post-production techniques to develop engaging content.

  6. To master verbal and body language in front of an audience or public gathering.

  7. To recognise the professional routines, language and practices of the creative industries.

  8. To distinguish between different formats according to the devices available.

  9. To stimulate artistic creativity by developing an individual style and practising lateral thinking.

  10. To recognise the process of negotiating and selling the rights to an audiovisual work so that it can gain access to spaces and platforms where it can reach audiences.

  11. To stay up to date with web positioning and social media, mastering the main techniques and technologies of digital marketing.

  12. To assess the viability of an audiovisual project based on knowledge of its audiences.

Syllabus

  1. The theoretical-practical program of the subject is composed by the following contents: 
  2. Visual language: Levels of representation, semiotics. Compositional fundamentals. The Gestalt. 
  3. The Graphic Form: Basic elements of the form, visual communication techniques. Form and message. 
  4. Visual rhetoric. 
  5. The creative process and infographics. 
  6. Animation techniques. Motion Graphics. 
  7. Adobe Photoshop and Adobe AfterEffects.

Bibliography and resources

ACASO, María: El lenguaje Visual (Paidós, 2009)

ADOBE PRESS: After Effects CS5 (Anaya Multimedia, 2011) 

BARROSO Gracía, Jaime; Realización de los géneros Televisivos (Editorial Síntesis, 2002)

BERGSTRÖM, Bo: Tengo algo en el ojo (PromoPress, 2009)

BROCKMANN, Josef Müller: Historia de la comunicación visual (Gustavo Gili, 2005) 

CHION, Michel: La audiovisión: Introducción a un análisis conjunto de la imagen y el sonido (Ediciones Paidós, 1998)

COSTA, Joan: Identidad televisiva en 4D (Grupo editorial Design, 2005)

DONDIS, D.A.: La sintaxis de la imagen (Gustavo Gili, 2010)

GLASER, Milton: Milton Glaser Graphic design (Penguin Books, 1983)

HARRIS, Ambrose: Fundamentos de la tipografía (Parramón, 2007)

HERVÁS Ivars, Christian: El diseño gráfico en Televisión: Técnica, lenguaje y arte (Cátedra, 2002)

MEGGS, Philip B.: Historia del Diseño Grafico (Editorial RM, 2009)

OTTO & OLAF: Color y Percepción (Index Book, 2008)

RAFOLS, Rafael: Diseño Audiovisual (Gustavo Gili, 2006)

WIGAN, Mark: Imágenes en secuencia (Gustavo Gili, 2008)

WOOLMAN, Matt: Tipos en movimiento (Index Books,S.L., 2000)

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