SUGGESTED STUDENT OUTCOMES FOR CORE COURSES DESIGN COMMUNICATIONS I Prepared by The Academic Affairs Sub-Committee, Texas Association of Schools of Art January, 1999 A. DESIGN COMMUNICATIONS I (TCCN 2313) TASA course description - Prerequisite: The freshman transfer curriculum. An introductory studio course in processes and techniques of communication design. Texas Higher Education Coordinating Board Information CIB #50.0401.51 30 Design Communications 6:3:96 Communication of ideas through processes and techniques of graphic design and illustration. ARTS 2313 (1st semester) ARTS 2314 (2nd semester) ARTS 2351 (Advertising Art, 1st semester) ARTS 2352 (Advertising Art, 2nd semester) B. FOCUS, PURPOSE AND GOALS OF COURSE: 1. COURSE PURPOSE: The purpose of Design Communications I is to provide each student with the opportunity to learn and understand the aesthetic and pragmatic fundamentals of contemporary graphic design through the medium of traditional print graphics and electronic graphics. 2. COURSE GOALS: Design Communications I is designed to develop confidence in individual creativity, aesthetic judgment, self-expression and critical thinking skills, which expand creative solutions in the varied facets of contemporary graphic design. By the end of the semester, each student will : a. exhibit knowledge of the developmental process of graphic design b. have developed professional level standards of visual literacy reflected in the aesthetic excellence of completed design projects. c. display critical thinking skills through peer project evaluations and class critiques. d. demonstrate a thorough understanding of print and electronic media vehicles as they affect the decisions of the graphic designer. e. exhibit a wide knowledge of typography and its significance in graphic design. f. demonstrate a thorough understanding of both traditional and contemporary technology as it applies to the production of communication graphics. C. PERFORMANCE OBJECTIVES - Expected student outcomes by domain: 1. COGNITIVE: (Development of critical thinking skills, conceptual constructs, specialized vocabulary and art history.) a. Each student will understand the development and application of design solutions through: documented research, reports, written essays, textbook readings, and client interviews. b. Each student is required to demonstrate oral presentation skills, professional demeanor and persuasion techniques in a simulated professional environment. c. Each student will be able to understand the importance of contemporary regional, national and international graphic design. SUGGESTED STUDENT OUTCOMES FOR CORE COURSES - DESIGN COMMUNICATIONS I, page 2 d. Each student will demonstrate a practical knowledge of traditional, contemporary and evolving production technologies for print and electronic media, including cost effectiveness. e. Each student will show knowledge in the technical specifications and preparation for reproduction of designs. f. Each student will understand the potential and limitations of the various communications design media. g. Each student will display an awareness of professional client/designer relationships, as it would apply to current business practices. h. The student will demonstrate interest in design communications by seeking information from a variety of sources such as books, periodicals, exhibitions, museums, etc. i. The student will demonstrate a capacity for synthesis by making design decisions, which incorporate and unify disparate elements, processes, motifs and concepts. j. Each student will demonstrate an understanding of the roles of various communications design industries (service bureaus, engravers, printers, television, etc.) k. Each student will gain as awareness of existing local, state, and national organizations within the communications design industry. l. Each student will demonstrate an awareness of the different facets and/or opportunities relative to careers in communication graphics. m. Each student will be able to use vocabulary specific to the design communications process. 2. PSYCHOMOTOR: (Development of manipulative, work-oriented skills; demonstration of specific process skills). By the end of the semester: a. Each student will develop useful hands-on methods for solving complex design problems. b. Each student will show evidence of participation in a group research project by submitting a typed research paper. c. Each student will develop and demonstrate the competency to design, produce and present the specific communications design media applications as may be required by simulated clients. d. The student will demonstrate flexibility and adaptability by using a variety of technical and conceptual strategies in resolving communication design problems. e. The student will demonstrate fluency by producing several different solutions to the same problem. f. The student will be able to understand studio technology and safety g. The student will be able to control form so that a finished presentation is accomplished. h. The student will be able to install designs for ideal contextual viewing. i. The student will be able to orally critique design communication form. j. The student will demonstrate respect for communication design work by presenting neat, clean, well-crafted projects. k. Each student will demonstrate professional level production competencies using traditional techniques and contemporary technology (computer). 3. AFFECTIVE: (Development of behavioral skills which help the student acquire a positive attitude toward self, other students, faculty, facilities and equipment, work area, housekeeping and the ability to carry out directions, meet deadlines, meet attendance requirements, etc.). By the end of the semester: a. The student will demonstrate interest in design communications by regular and punctual class attendance. b. The student will demonstrate the ability to participate in class discussion and demonstrate critical thinking skills. SUGGESTED STUDENT OUTCOMES FOR CORE COURSES - DESIGN COMMUNICATIONS I, page 3 c. The student will demonstrate the ability to follow assignment instructions as well as intrinsic motivation by persistence in staying on task and frequently exceeding the production requirements set by the instructor. d. Each student will demonstrate the ability to self-initiate tasks. e. Each student will demonstrate the ability to complete tasks. f. Each student will demonstrate the ability to focus on group and/or personal objectives. g. Each student will demonstrate the ability to contribute to the studio working environment. h. Each student will participate in group critiques. i. Each student will demonstrate the ability to tolerate diverse views. j. Each student will demonstrate the ability to dialogue effectively. k. Each student will demonstrate the ability to offer and receive constructive criticism. l. The student will demonstrate interest in design communications by asking relevant questions and by participating, without prompting, in group and individual critiques. m. Each student will demonstrate a professional attitude as expressed in willingness to learn, drive to reach potential and contribution to class ambiance. n. Each student will demonstrate the ability to meet project deadlines. o. Each student will demonstrate an ability to understand and work with persons with a variety of gender, ethnic, social, and educational backgrounds as reflected in demographics of the industry. p. Each student will demonstrate oral presentation skills, professional demeanor, and persuasion techniques in a simulated professional environment. q. The student will demonstrate courage and tenacity by persistence in resolving communication design problems and completing assignments in a timely manner - by repeated attempts to resolve or improve upon solutions to those problems, especially in the face of risk taking and failure. r. The student will demonstrate resistance to premature closure and openness to discovery by allowing technical and conceptual processes to evolve and by permitting and even seeking a variety of sources and processes to generate design ideas and products. s. The student will demonstrate awareness by producing designs in which nuance is evident (nuance in form, nuance in content). t. The student will demonstrate independence of judgement (and resistance to peer sanctions) by producing communication designs which are personally unique or unusual in character. u. The student will demonstrate confidence by his or her willingness to attempt difficult or complex design problems. v. The student will demonstrate persistence in working on communication designs problems in which neither the problem or the solution is clearly evident or defined. w. The student will observe safe studio and shop practices. x. The student will demonstrate an ability to analyze by verbally identifying and articulating the salient elements in particular communication designs. y. The student will demonstrate the ability to prepare adequately for examinations.