TEACHING UNIT 1. GRAPHIC DESIGN PROJECT METHODOLOGY
Defining client requirements. Brief:
Components of the brief
Market knowledge: materials and services
Researching materials based on the product in question
Research methods and information sources.
Data collection techniques
Guidelines for preparing production instructions.
Production process: techniques for stimulating creativity.
Methods for proposing and selecting solutions.
Presentation techniques.
Verification of the registration report: debriefing
TEACHING UNIT 2. ANALYSIS OF THE CLIENT AND TARGET AUDIENCE
Characteristics of companies based on size.
The client’s positioning in the current market and definition of its future aspirations
Analysis of the type of communication relevant to the client’s corporate values
Definition of general characteristics: industry, scale, geographic footprint, history, business activities, values, audience, outlook, and public image.
Definition of the target audience for the product or service in question
Competitive analysis
Analysis of services the client may offer
Understanding/analysis of the sector in which the client operates
TEACHING UNIT 3. RAW MATERIALS, MEDIA, AND PRODUCTION OF PRINTED MATERIALS
Types of printed materials.
Characteristics.
Classification
Physical media:
– Classification of printing media.
– Paper media: components.
– Paper manufacturing processes: pulp preparation and production, lamination, calendering, coating, and finishing.
– Types of paper and areas of application.
– Specifications for purchasing paper.
– Other types of media: characteristics, processes, and printing issues.
Digital Media
Prepress processes:
– Copy: word processor.
– File format systems, compatible formats, cost-effective formats, and/or formats that streamline processes.
– Obtaining content for the graphic product: text, images, illustrations
Inks: types and characteristics.
Printing processes:
– Paper-ink interaction during printing.
– Selection of the printing system or digital software.
– Types of finishes: varnishes, laminations, etc.
– Types of die-cutting: cutting, creasing, folding, etc.
– Health and environmental regulations regarding the use of substrates and inks.
– Labeling requirements for commercial products.
TEACHING UNIT 4. PROJECT BUDGET FOR THE CREATION OF A GRAPHIC PRODUCT
Analysis of project phases and work distribution.
Task planning.
Resource allocation.
Estimation of the time required for the different project phases.
Assignment of tasks and timelines for the different project phases: Creation, mockups, production, and distribution.
Calculation and planning of project costs.
Supply by the client, purchase, or in-house production of materials.
Definition of the tools for evaluating the work to be performed.
Hiring and subcontracting services: creatives, layout artists,
art directors, printers, photographers, and copywriters.
Identifying the variables to be measured in any graphic design project:
– Languages, units, and paper types.
– Preparation of proposals and estimates: Cost calculation and planning.
TRAINING UNIT 2. DEVELOPMENT OF GRAPHIC PROJECT SKETCHES
TEACHING UNIT 1. METHODOLOGY FOR CREATING GRAPHIC PRODUCTS
Project phase:
– Sketches and rough drafts.
Production phase:
– Mockups.
* Client presentation phase
Strategies, discussion, and incorporation of corrections and new mockups.
– Project completion phase:
* Full execution of the project.
* Delivery of final documents.
* Original files in various formats
TEACHING UNIT 2. CREATIVE AND TECHNICAL FUNDAMENTALS OF GRAPHIC DESIGN
Typography:
– Historical evolution.
– Code of signs.
– Classification, components, families.
– Analysis of the main typefaces: analog / digital.
– List and selection criteria.
Color:
– Principles of color theory.
– Color evaluation / measurement systems.
– Color symbolism.
Image:
– Theory and syntax of the image.
– Scale of iconicity: sign / symbol.
– Bimedia message: combination of text and image.
Composition:
– Grammar of design.
– Brief history.
– Rhetoric of graphic design.
* Graphic discourse, rhetorical figures
TEACHING UNIT 3. CREATING SKETCHES IN GRAPHIC DESIGN
Work planning.
Assignment of tasks.
Techniques for fostering creativity.
Work methodology for creating sketches.
Basic elements of graphic design: typography, image, color, movement, time.
Information hierarchies.
Visual synthesis.
Figuration / abstraction.
Creating sketches according to the parameters defined in the registration report and the technical report
TEACHING UNIT 4. CREATING SKETCHES IN GRAPHIC DESIGN
Corporate identity sketches:
– Corporate identity and operational mechanisms.
Basic elements: the symbol, the logo, color, and typography.
The graphic system.
Strategic brand values versus visual impact.
Key corporate graphic elements.
The corporate identity manual or style guide.
Sketches for Publishing Products:
– Publishing products and basic principles.
Composition, page layout, and the grid system.
Text treatment and typographic treatment.
Image treatment.
Paper: a brief history, classification, characteristics, and suitability for use
TEACHING UNIT 5. CREATING SPECIAL SKETCHES
Sketches for packaging
Specific characteristics of packaging:
– Functional system.
– Volume.
– Ergonomics.
– Legibility and visual impact.
– The point of sale and shelf display.
– Materials and printing systems.
– Packaging sketch mockups.
Sketches for multimedia products:
– Characteristics of multimedia products.
* Formats and products.
* Representation techniques.
* Motion.
* Timing.
* Resolution.
* Connectivity.
* Visual impact.
* Mockups of multimedia sketches
