Department Chair: George Moore, M.F.A.
Description
Visual Communication Design Program Description
The Department of Art and Visual Communication Design within the School of Design grants a B.S. or B.A. degree in visual communication design. This major is designed to prepare students for professional practice and graduate study in graphic design, advertising, marketing communications, electronic or print publishing, web and interactive design, digital imaging, motion graphics, or related fields. The program comprises five sequences of courses: materials and methods, art history and visual culture, digital design, communication design, and career development.
Materials and Methods: These seven courses develop students’ skills in the creation of visual forms. Five required foundation courses foster the development of design, drawing, composing, and problem-solving capabilities while building material and technical skills. Upon completion, students elect two additional courses to expand their material knowledge and capabilities based on career goals and personal preference.
Art History and Visual Culture: These three courses develop students’ abilities to research, think, and write critically about art history and visual culture. The first course in the sequence, Introduction to Art History, is required and offers a thematic overview of art history. Next, students select a survey course that is more specific in its focus to promote greater depth of research and critical analysis. Finally, students select a third course, which enables them to investigate a historical topic in depth.
Digital Design: These four courses build students’ technical skills in designing for print and electronic media. Emphasis is on both developing proficiency in industry-standard tools and learning the theories and standards that underlie their functionality. Students are expected to apply and build upon their technical knowledge in concurrent and subsequent design coursework.
Communication Design: These eight courses provide students with the opportunity to practice design problem solving in progressively challenging contexts working across media. The first two required communication design studio courses develop the creative and critical thinking process known as "design thinking," while the third course emphasizes the development of carefully crafted and produced prototypes that result from this process. Two required typography courses build essential skills in using type to enhance communication. Following these courses, each student has the opportunity to select two studio electives that provide real-world and case study problems and emphasize the development of portfolio-quality solutions. The sequence culminates with a capstone course where students conceive and produce a significant senior project. Upon completion of the communication design sequence, students will exhibit selected works.
Career Development: These eight required career development milestones engage students in the process ofCareer Architecture SM beginning in the first year. The first-year seminar course introduces career possibilities. The second-year internship preparation course enables students to explore career goals further while developing a basic portfolio and preparing to find an internship. While the required internship provides students with hands-on professional experience, the portfolio development course allows students to create professional presentations for entry into the visual communication design field.
Students participate in portfolio reviews. At the end of the first and second year, faculty review portfolios. In the third and fourth year, Art and Visual Communication Design Advisory Board members review portfolios.
Interactive Design Track
The interactive design track within the visual communication design major provides students with a solid foundation and in-depth experience in the theory and practice of producing design solutions for a variety of interactive media platforms including Web, social media, mobile devices, tablets, and emerging interaction technologies. Special emphasis is placed on effective information architecture, user interface, and user experience design, as well as the aesthetic role of quality universal design that impacts visual perception and choice in interactive digital environments.
The interactive design track prepares future professionals by exposing them to contemporary and historic visual contexts, real-world projects, and industry-standard software and technologies. Graduates may pursue careers in a range of areas including web design and development, mobile and responsive design, social media strategy, multimedia and streaming media production, electronic publishing, digital prototyping and imaging, online advertising, interactive motion graphics, mobile applications and game design, and other interaction design related fields.
Motion Graphics Track
The visual communication design motion graphics track provides students who are interested in design, animation, and video with a solid foundation in the theory and practice of producing motion graphic design. Motion graphics are visible daily on television, movie screens, the Internet, mobile devices, and location-specific displays. This track prepares future graduates by exposing them to historical contexts, real-world projects, and industry-standard tools (software and equipment). Extra attention is devoted to narrative and visual communication structure through systems of sequence and arrangement. Motion graphics students may pursue a career in diverse areas including: television stations or networks, film production, advertising and design studios, video post-production, museum exhibition, education, or in-house production at private and public institutions.
Photography Track
Today’s visual communication designers must be creative problem-solvers and image-makers capable of working across a variety of media. Likewise, photographers must not only be able to take compelling images that communicate ideas or tell stories, but must also possess wide-ranging technical skills and the ability to market oneself. The photography track is designed to expand the visual communication design student’s capabilities in photographic processes and digital-imaging techniques. The photography track prepares career-oriented graduates to become professionals in commercial and advertising photography, portrait and fashion photography, photojournalism, graphic design, and image post-production, as well as for graduate study.
Objectives
Visual Communication Design Program Objectives
Upon completion of the Bachelor of Science in Visual Communication Design, graduates will be able to:
- Solve communication design problems by thinking creatively and critically.
- Produce communication design solutions, considering audience, cultural, ethical, human, and market factors.
- Create, compose, and critique visual forms as well as verbal and nonverbal messages in response to design problems.
- Acquire material and technical skills necessary to realize design solutions according to professional standards and practices.
- Apply art history, visual culture, communication, and design research to visual communication practice.
- Plan, execute, present, revise, and justify design ideas and solutions independently and as a collaborative team member.
- Apply academic preparation to professional and cultural experiences both within and beyond the classroom.
- Exhibit behaviors consistent with the professional and ethical standards of the discipline by producing a design portfolio.
Interactive Design Track Objectives
Upon successful completion of the interactive design track, graduates will be able to:
- Apply contemporary and historical design, visual culture, and communication research to interactive communication design practice.
- Employ web and interaction design terminology when presenting, critiquing, or discussing interactive design ideas and solutions.
- Apply graphic design and typography principles to digital interactive works.
- Analyze and organize information to construct usable interactive site architecture and communicate effectively.
- Create engaging user experiences considering audience, cultural, ethical, human, and market factors.
- Produce and critique creative interactive design solutions in accordance with professional standards and practices.
- Design for a variety of interactive media platforms.
- Demonstrate professional preparedness for an interactive design career by producing an online interactive portfolio.
Motion Graphics Track Objectives
Upon completion of the motion graphics track, graduates will be able to:
- Employ the terminology of motion graphic design when presenting, critiquing, or discussing motion graphic design ideas and solutions.
- Analyze motion graphics in contemporary and historical contexts.
- Apply graphic design principles to time-based works.
- Produce motion graphics in a range of professionally-recognized forms.
- Utilize appropriate content and techniques to tell a story.
- Compile a portfolio of motion graphic design.
Photography Track Objectives
Upon successful completion of the photography track, graduates will be able to:
- Operate camera controls and photographic equipment with expert proficiency.
- Demonstrate the ability to photograph in controlled and uncontrolled environments in both ambient and artificial lighting situations.
- Produce professional-quality photographic images using industry-standard techniques and software.
- Synthesize conceptual and technical elements to generate a visually dynamic image that elicits a response from the viewer.
- Recognize the importance of the development of photographic arts and technology, the history of photography, and its impact on society and human communication.
- Construct and present a portfolio of photographs that demonstrates conceptual thinking and problem-solving abilities while achieving professional results.
Policies
Visual Communication Design Policies for Continuance and Progression
Visual communication design student performance is measured by grades earned in general education and major courses and the ability to effectively create, compile, and present a portfolio of work.
Students must earn a minimum cumulative GPA of 2.5 and a minimum GPA of 3.0 in the major, and the lowest acceptable grade is a "C" in all major and Stevenson Educational Experience (SEE) courses. No student, regardless of major, will be permitted to advance to the next course without earning a grade of "C" or better in the prerequisite course(s).
If a student achieves a grade of a "C-" or lower, the course must be repeated and a "C" or better must be achieved to satisfy the prerequisite requirements. A student may not earn a grade of "C-" or lower in any major course more than two times during the program. If a third grade of a "C-" or lower is earned in any major course, the student will be automatically dismissed from the program.
During the first two years, visual communication design students must satisfy specific prerequisite requirements to remain in the VCD major. The 100- and 200-level courses provide the foundation needed for VCD junior- and senior-level course work (professional practicum, studios, senior capstone, etc.) The specific criteria that must be met before students are allowed to progress from one level to the next are outlined below:
Progression criteria for students entering VCD sophomore-level course sequence.
To progress to VCD 210, VCD 230, and VCD 256, (offered in the fall of the sophomore year) students must meet the following requirements:
Progression criteria for students entering junior-level course sequence.
To progress into 300-level major courses students must meet the following requirements:
- Cumulative GPA of 2.5 or higher
- Cumulative GPA of 3.0 or higher in all major courses
- Earn at least a "C" or better in all major courses
- Repeat no more than two major courses
- Satisfactory portfolio review by the end of the 200-level course sequence
Students participate in a portfolio review upon completion of VCD 210, 230, and VCD 256. Students who earn a rating of unsatisfactory in the portfolio review are placed on probation and are reviewed again at the end of the year. Students who do not earn a rating of satisfactory at the end-of-the-year portfolio review will be dismissed from the major.
Progression criteria for students entering senior-level course sequence.
To progress to the 400-level IAD, MOGR, PHOTO, or VCD courses, students must meet the following requirements:
- Cumulative GPA of 2.5 or higher
- Cumulative GPA of 3.0 or higher in all major courses
- Earn at least a "C" or better in all major courses
- Repeat no more than two major courses
Probation: A student who does not achieve a satisfactory first- or second-year portfolio review, or who does not meet minimum GPA standards, or who earns any combination of two grades of "C-" or lower will be notified, in writing, by the department chair that he or she is on probation in the major. Students on probation may continue to take courses in the major provided all other progression criteria are met.
Dismissal: A student will automatically be dismissed from the major if any of the following occurs:
- The student earns a third grade of "C-" or lower in any major course
- The student does not participate in required portfolio reviews
- The student is on probation and does not earn a satisfactory portfolio review at the end of the 200-level course sequence
If dismissed from the major, student’s major will be changed to deciding until the student selects another program. Students may seek readmission to the visual communication design major following the "Policy for Seeking Readmission to the Major."
The department chair has final authority to determine standing in the major.
The visual communication design program policies for continuance and progression are distributed to all new students during the First-Year Seminar and transfer advising.
Requirements
The courses listed below are required for completion of the bachelor’s degree in visual communication design. Students must also complete the requirements for the Stevenson Educational Experience (SEE).
Specific pre- and co-requisites for each course are listed in the course descriptions.
Visual communication design majors may take the general course of study or may select the interactive design, motion graphics or photography track.
Major Requirements (all students):
| EDCP 100 | | |
| ART 106 | Introduction to Art History | 3 credits |
| ART 110 | Fundamentals of Design I | 3 credits |
| ART 113 | Fundamentals of Design II | 3 credits |
| ART 116 | Drawing I | 3 credits |
| ART 117 | Drawing II | 3 credits |
| ART 205 | Art History Survey Topics | 3 credits |
| ART 305 | Topics in Art History | 3 credits |
| ART 390 | Internship I | 3 credits |
| CM 101 | Public Speaking | 3 credits |
| CM 211 | Intercultural Communication | 3 credits |
| | or | |
| CM 255 | Small Group Communication | 3 credits |
| | or | |
| CM 270 | New Media Communication | 3 credits |
| PHOTO 141 | Basic Digital Photography | 3 credits |
| VCD 125 | Fundamentals of Digital Media | 3 credits |
| VCD 208 | Web Design I | 3 credits |
| VCD 210 | Communication Design I | 3 credits |
| VCD 211 | Communication Design II | 3 credits |
| VCD 230 | Typography I | 3 credits |
| VCD 256 | The Moving Image | 3 credits |
| VCD 308 | Web Design II | 3 credits |
| VCD 310 | Communication Design III | 3 credits |
| VCD 410 | Portfolio & Professional Development | 3 credits |
| VCD 450 | Senior Capstone | 3 credits |
Communication Design electives from among the following:
Specific courses and exact number of credits are based on the declared track. Consultation with an academic advisor is strongly encouraged.
| IAD 380 | Advanced Interactive Studio | 3 credits |
| IAD 381 | Mobile and Responsive Design | 3 credits |
| IAD 480 | Interactive Design Special Topics | 3 credits |
| MOGR 330 | Typography in Motion | 3 credits |
| MOGR 331 | Intermediate Motion Graphics | 3 credits |
| VCD 370 | The Relationship of Design and Business | 3 credits |
| VCD 380 | Professional Design Studio | 3 credits |
| VCD 440 | Designing for a Target Market | 3 credits |
| VCD 480 | Design Studio Special Topics | 3 credits |
| VCD 480 | Design Studio Special Topics | 3 credits |
| VCD 480 | Design Studio Special Topics | 3 credits |
| VCD 480 | Design Studio Special Topics | 3 credits |
| VCD 480 | Design Studio Special Topics | 3 credits |
Materials and Methods electives from among the following:
Specific courses and exact number of credits are based on the declared track. Consultation with an academic advisor is strongly encouraged.
Students must also complete the courses for the general program or one of the tracks listed below.
Visual Communication (General Program):
| VCD 330 | Typography ll | 3 credits |
| | Six credits of Communication Design electives. (See list above) | |
| | Six credits of Materials and Methods electives. (See list above) | |
Interactive Design Track:
| IAD 380 | Advanced Interactive Studio | 3 credits |
| IAD 381 | Mobile and Responsive Design | 3 credits |
| IAD 480 | Interactive Design Special Topics | 3 credits |
| VCD 330 | Typography ll | 3 credits |
| | Three credits of Materials and Methods electives. (See list above) | |
Motion Graphics Track:
| ART 256 | Commercial & Industrial Scriptwriting | 3 credits |
| MOGR 330 | Typography in Motion | 3 credits |
| MOGR 331 | Intermediate Motion Graphics | 3 credits |
| MOGR 431 | Advanced Motion Graphics and Effects | 3 credits |
| | Three credits of Communication Design electives. (See list above) | |
| | Three credits of Materials and Methods courses. (See list above) | |
Photography Track:
| PHOTO 241 | Intermediate Digital Photography | 3 credits |
| PHOTO 341 | Advanced Studio Photography | 3 credits |
| PHOTO 342 | Documentary and Photojournalism | 3 credits |
| PHOTO 480 | Photo Studio Special Topics | 3 credits |
| | Three credits of Communication Design electives. (See list above) | |
Minor in Visual Communication Design
A minor in art is available. All course prerequisites must be met to be eligible to take the selected course for a minor. Please see an academic advisor for more information. Specific information regarding minor requirements may be found in the Academic Information section of the catalog.
Course Descriptions
See Art Course Descriptions
See Interactive Design Course Descriptions
See Motion Graphics Course Descriptions
See Photography Course Descriptions
See Visual Communication Design Course Descriptions