Fundamentals of Visual Communication

In a today’s society, visual images became central to our communicative practices, i.e. how we represent and make meaning out of the world around us. Therefore, it is essential to develop our understanding of how we create, negotiate, and respond to visual codes. This course provides with a number of theoretical and methodological tools to analyze and create audio-visual representations of ideas or products. Learning outcomes: At the end of the course students must be able to analyse and create audio-visual representations of their ideas and to use it in web design practice.

At the end of the course students must be able to analyse and create audio-visual representations of their ideas and to use it in web design practice.

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1. Basics of sound theory. 2. Sound recording techniques. 3. Video editing tools. 4. Creative thinking. 5. Creative thinking tools for script development. 6. Analysing and deconstructing advertising examples. 7. Visual representation: composition and light. 8. Perspective.

Able to use at least one creative thinking tool – 3 points; The advertisement uses one of the techniques used in the creation of the advertisement - absurd alternative/hyperbolization – 3 points; The script of the advertisement is complete, detailed, with scenes, durations, plans, props and other elements – 2 points; Quality of filming (no camera shake, no overexposure/darkness, proper white balance) – 3 points; Quality of sound (if text is recorded, quality of voice-over), appropriateness of music to the mood and atmosphere – 3 points; Editing - scenes are logically arranged, no factual errors (e.g. in one scene a character is wearing a jacket, in another scene he is already without it) – 3 points; Creativity and first impression (emotional relevance to the purpose of the ad) – 3 points.