《视觉传达设计》课程教学大纲

1、视觉传达设计教学大纲课程代码174171课程名称视觉传达设计英文名称Visual Transmission Design课程类别专业领域课课程性质必修学时总学时：48上机学时：0 实验学时：0 实践学时：0 实创学时：0学分3.0开课学期第六学期开课单位设计学院适用专业信息与交互设计授课语言中文授课先修课程设计心理学毕业要求（专业培养能力）本课程对学生达到毕业有如下要求：1、在思维层面，要意识到存在思维局限与禁锢，促其质疑、突破既定的形式与限定的概念，明确逻辑与跳跃性思维同样重要。2、在知识与认识层面：比较东西方具有代表性的视觉传达设计思维与方法论，大知识量大信息量的开拓视野。3、在能力培养层

2、面：使学生能够利用所学更加主动的面对视觉设计命题，培养其应变反映能力、分析判断能力、综合思考能力、研究转化创造等能力。课程培养学生的能力（教学目标）完成课程后，学生将具备以下能力：1.视觉传达设计的通用能力； 2.专业基础技能的应用能力；（1）能够掌握基础绘画技能及审美能力（2）能够掌握构成的基础理论、基础知识和设计原理等。（3）能够进行基本的构成设计的能力，具备良好的撰写方案设计说明书。3. 专业核心技能：（1）具备较强的视觉传达设计方案的能力。（2）掌握视觉设计基本结构及图形创意能力，有较高的审美能力和较强的造型能力、能够掌握较强的计算机应用能力及相关设计软件的使用能力

3、。课程简介本课程主要从交互设计的角度讲授视觉传达设计思维的理论及思维方法。通过学习该课程，培养学生对视觉传达设计思维与方法有一个比较全面地认识，从而具备这类表现方法的能力。教学内容与学时分配第01节视觉传达设计思维的形成，从“性格决定命运”谈起 3学时第02节逆反的视觉传达设计思维与方法 1学时第03节发散的视觉传达设计思维与方法 1学时第04节突破固定模式的视觉传达设计思维与方法 1学时第05节寻找“标准”是设计思维的关键 1学时第06节设计诊断的思维与方法 1学时第07节“寻找不同点”的思维训练，从多条路经思考问题 3学时第08节头脑风暴的设计思维与方法 4学时(1)倾泻脑图(2)可口可乐

4、与百事可乐视觉对比训练(3)“方”“圆”的可能性结果(4)“A”“B”的可能性结果第09节联想与联系的设计思维与方法 1学时第10节建立自己素材库的设计思维与方法 1学时第11节善于在草图中诞生灵感 1学时第12节从诗歌格律想到设计思维与方法，格律的设计观 3学时第13节系统的设计思维与方法 2学时(1)中国独有的音律系统(2)中国独特的色彩系统第14节布局的设计思维与方法 2学时(1)九宫格(2)围棋第15节化繁就简的设计思维与方法，永字八法 1学时第16节结构重组的设计思维与方法，唐图 1学时第17节文化比较的设计思维与方法，蒙德里安与中国的多宝格分割 1学时第18节从理性中诞生可能 2学

5、时(1)预先规划网格的造像度量经(2)网格与编排第19节推演的设计思维与方法 3学时(1)卦象与太极的图形推演思维(2)螺旋结构(3)螺旋线实施案例第20节系统化的设计思维与方法 1学时第21节解读图形的方法,S0NY符号的密码解读 1学时第22节母图、子图的设计思维与方法 1学时第23节审美的心理遗传,世界共同的审美 1学时第24节设计元素的序列思维与方法,递进的设计 1学时第25节提取概念的设计思维与方法 2学时(1)概念设计(2)汉字的智慧第26节设计管理的思维与方法,东巴文推广项目 1学时第27节设计分析法之回溯法 1学时第28节注重元素关系的设计思维与方法“场”的作用 1学时第29节

6、信息传播与设计思维 1学时第30节设计思维的动态发展 1学时(1)品牌进化论(2)品牌识别类型分析(3)趋势分析第31节将视觉传达设计思维进行效果表现 3学时教学要求：对视觉传达设计体系的初步认识，对视觉设计过程的感性认识和一般了解，对中外设计进行初步的评价，并能完成个人和团队的汇报。重点：完整设计的完成。实验教学（包括上机学时、实验学时、实践学时）无教学方法课程教学以课堂教学、课外作业、综合讨论、网络以及授课教师的科研项目于积累等共同实施。考核方式本课程注重过程考核，成绩比例为：平时作业和课堂表现：30%期中考试和平时小测试（设计过程成果）：30%期末考试（设计最终成果）：40%教材及参考书

7、现用教材：陈楠著，设计思维与方法，湖北美术出版社，2009主要参考资料：1  美威尔伯·施拉姆 / 美威廉·波特主编，传播学概论，中国人民大学出版社，20102 荆其敏，荆宇辰，张丽安主编，漫话建筑学，中国建筑工业出版社，20153 陈楠主编，汉字的诱惑，湖北美术出版社，20144（美）瑞奇主编，头脑风暴，金城出版社，20055（日）杉浦康平 主编，造型的诞生，中国青年出版社，19996（英）弗兰克·惠特福德主编，包豪斯，三联书店出版社，20017 赵江洪著，设计艺术的含义，湖南大学出版社，2004 “Thinking and methods

8、of visual communication design” SyllabusCourse Code174171Course TitleVisual communication designCourse CategorySpecial field courseCourse NatureRequiredClass HoursTotal hours: 48 machine hours: 0 experimental hours: 0 hours: 0 hours of practice is: 0Credits3.0SemesterSixth semesterInstituteSchool of

9、 designProgramOrientedInformation and interaction designTeaching LanguageTeaching in ChinesePrerequisitesDesign psychologyStudent Outcomes (Special Training Ability)This course provides students with the following requirements:1, in the level of thinking, we must realize that the existence of the li

10、mitations and constraints of thinking, to promote its query, break through the established form and the concept of limit, clear logic and jumping thinking is equally important.2, in the level of knowledge and understanding: a comparison of the eastern and western representative of the visual communi

11、cation design thinking and methodology, a large amount of information to broaden the horizons of knowledge.3, in the level of ability training: to enable students to learn to use more active in the face of the visual design proposition, and cultivate their ability to reflect the ability to analyze a

12、nd judge, comprehensive thinking ability, the ability to study the transformation and creation.Teaching ObjectivesAfter completion of the course, students will have the following abilities:1 general ability of visual communication design;2 professional basic skills;(1) able to master basic painting

13、skills and aesthetic ability(2) be able to grasp the basic theory, basic knowledge and design principles.(3) the ability to carry out the basic design of the composition, with a good writing program design specifications.3 professional core skills:(1) the ability to have a strong visual communicatio

14、n design.(2) master the basic structure of visual design and creative ability of graphics, have a higher aesthetic ability and strongModeling ability, able to master the ability of computer application and design software.Course DescriptionThis course mainly introduces the theory and thinking method

15、 of visual communication design thinking from the perspective of interaction design. Through the study of this course, students have a more comprehensive understanding of the visual communication design thinking and methods, so as to have the ability of this kind of expression method.Teaching Conten

16、t and Class Hours DistributionSection 01 discusses the formation of the visual communication design thinking, from the "character determines the fate of" talking about 3 hoursSection 02 reverse visual communication design thinking and method in 1 hoursSection 03 divergent visual communicat

17、ion design thinking and methods 1 hoursSection 04 breaks the fixed mode of visual communication design thinking and methods for 1 hoursSection 05 "standard" is the key to design thinking for 1 hoursSection 06 the thinking and method of design diagnosis for 1 hoursSection 07 "for diffe

18、rent" thinking training, from multiple paths to think 3 hoursSection 08 brainstorming design thinking and methods for 4 hours(1) the pouring of brain map(2) visual contrast training between Coca-Cola and Pepsi(3) the possibility of "square" + "circle"(4) the possibility of &

19、quot;A" or "B"Section 09 the design thinking and method of association and connection for 1 hoursThe tenth section establishes the design thought and method of the material storehouse of the 1 SectionThe eleventh section is good at the birth of inspiration in the sketch of 1 hoursThe

20、twelfth section thought of thinking and method of design from poetry, metrical design concept 3 hoursThe thirteenth part of the system design thinking and methods 2 hours(1) China unique temperament system(2) China's unique color systemThe fourteenth section of the design thinking and methods of

21、 the layout of the 2 hours(1 squares)(2) goThe fifteenth section of the simple design thinking and methods, the word eight methods for 1 hoursThe sixteenth section is the design thinking and method of structural reorganization, figure 1The design thinking and methods to compare the seventeenth festi

22、val culture, Mondriaan and Chinese curio Division 1 hoursThe eighteenth section may be born from the rationality of 2 hours(1) pre planning grid "statues measure"(2) grid and schedulingThe nineteenth section of the design thinking and methods of 3 hours(1) graphic images with Tai Chi think

23、ing deduction(2) spiral structure(3) the implementation of the spiral caseTwentieth systematic design thinking and methods for 1 hoursThe twenty-first section interprets the graphic method, the S0NY symbol of the interpretation of the password for 1 hoursThe design thinking and method of the twenty-

24、second section mother and child graph 1 hoursThe twenty-third section of the aesthetic psychology, the world's common aesthetic 1 hoursThe twenty-fourth section of the design elements of the sequence of thinking and methods, progressive design of 1 hoursThe twenty-fifth section is the design thi

25、nking and method of concept extraction for 2 hours(1) conceptual design(2) the wisdom of Chinese charactersThe twenty-sixth section of the design thinking and method of management, Dongba promotion project 1 hoursThe twenty-seventh section is the retrospective method of design analysis for 1 hoursTh

26、e twenty-eighth section focuses on the relationship between the elements of the design thinking and method "field" of the role of 1 hoursThe twenty-ninth section of information communication and design thinking for 1 hoursThe thirtieth section of the dynamic development of design thinking

27、for 1 hours(1) brand evolution theory(2) brand identification type analysis(3) trend analysisThe thirty-first section will convey the visual communication design thinking performance of 3 hoursTeaching requirements: a preliminary understanding of the visual communication design system, visual percep

28、tion of the design process and the general understanding of the preliminary evaluation of Chinese and foreign design, and to complete the report of individuals and teams.Focus: complete design complete.Experimental TeachingnothingTeaching MethodThe curriculum teaching is carried out in the following aspects: classroom teaching, homework, comprehensive discussion, network and th