Nelson Visual Communication Design VCE Units 1-4

339 Pages·4·54.183 MB·English

by  Kristen Guthrie

EDITION FOUR
NELSON
KRISTEN GUTHRIE
Nelson Visual Communication Design VCE Units 1–4 © 2017 Kristen Guthrie
4th Edition
Kristen Guthrie Copyright Notice
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National Library of Australia Cataloguing-in-Publication Data
Guthrie, Kristen, author.
Nelson visual communication design : VCE units 1–4 / Kristen Guthrie.
4th edition.
9780170401784 (paperback)
Includes index.
For secondary school age.
Victorian Certificate of Education examination.
Visual communication--Study and teaching (Secondary)--Victoria.
Visual communication--Textbooks.
Cengage Learning Australia
Level 7, 80 Dorcas Street
South Melbourne, Victoria Australia 3205
Cengage Learning New Zealand
Unit 4B Rosedale Office Park
331 Rosedale Road, Albany, North Shore 0632, NZ
For learning solutions, visit cengage.com.au
Printed in China by China Translation & Printing Services.
1 2 3 4 5 6 7 21 20 19 18 17
iii
CONTENTS
About this book v Chapter 5 ~ Design elements and
Area of study navigator vii design principles 78
Author acknowledgements x Design elements 79
Design principles 97
Chapter 6 ~ Typography and layout 114
A
Typography 115
History of typography 124
Visual communication Layout 129
design
Chapter 7 ~ Media, methods and
materials 133
Chapter 1 ~ 2D and 3D drawing 2
Drawing methods 134
3D drawing 3 Printing methods 140
2D drawing 24 Digital design 147
Photography 155
Chapter 2 ~ Observational drawing
and rendering 43
Observational drawing 44
B
Rendering 48
Design processes
Chapter 3 ~ Visualisation and
presentation drawing 61
Chapter 8 ~ Design process 160
Visualisation drawing 62
Presentation drawing 64 The design brief 161
Research 164
Chapter 4 ~ Purposes of visual Generating ideas 175
communications 69 Developing concepts 184
Purposes of visual communications 70 Refinement 191
Evaluation 197
Resolution and production 201
A pitch as an evaluation technique 203
ISBN 9780170401784
iv Nelson Visual Communication Design VCE Units 1–4
Chapter 9 ~ Design thinking 204 The social context of design 282
Culture, religion and design 283
What is design thinking? 205
Technology and design 283
Design thinking techniques 206
Design and the environment 284
Chapter 10 ~ Visual language
Chapter 13 ~ Legal and ethical issues
and analysis 217
in design 286
What is visual language? 218
Intellectual property 287
Understanding the user/audience 218
Creative Commons 295
Visual devices 226
Attribution of research 296
Analysing visual communications 230
Standards 298
Regulations 298
C
Use of images 299
Sustainability 300
Design fields and contexts
D
Chapter 11 ~ Design fields 241
Visual communication design industry practice 242 Study resources
Design field: Communication design 246
Design field: Industrial design 249
Chapter 14 ~ Coursework and
Design field: Environmental design 253
task prompts 307
Chapter 12 ~ Design in a wider context 261 Glossary 320
The historical context 262 Index 325
Key movements in design 262
Economic and political factors in design 280
ISBN 9780170401784
v
ABOUT THIS BOOK
Each Area of Study in VCE Visual Communication The universal applications of digital technologies
Design draws upon a broad range of knowledge and have meant that the communication of visual ideas
skills. A single Outcome may require you to focus on and the presentation of images occur in rapid and
several drawing methods but also demand a grasp sophisticated forms. Ever-changing developments
of the design process, application of design elements in technology and production methods, as well as
and design principles and a knowledge of copyright social changes, serve to redefine the boundaries of
issues. This book is structured to assist you to meet visual language. Understanding visual communication
the requirements of the study design. Each chapter developments and having a grasp of their origins helps
is applicable to a range of different Areas of Study. us to process and make sense of vast quantities of
Use the chapter navigator to help locate the most visual information.
pertinent information for each task. Dip in and out It is important for design students to develop an
of the chapters to build your knowledge during each informed and analytical understanding of the scope
Unit. Used in combination with the accompanying and potential of visual communications. The study
workbook (Nelson Visual Communication Design of Visual Communication Design will help you, as a
Workbook VCE Units 1-4, third edition), you will student, to understand the important role that visual
develop confidence in your skills and build the communications plays in our lives.
knowledge needed for success in this creative and Throughout your study of Visual Communication
challenging subject. Design you will be asked to convey concepts and
devise solutions to design problems that rely on visual
INTRODUCTION means for clarification. This book is designed to guide
you through the key knowledge and assist you in the
TO VISUAL development of the key skills required for successful
completion of the Visual Communication Design
COMMUNICATION
course work.
DESIGN One of the core elements of Visual Communication
Design is the design process. Facilitating a creative
progression from an initial brief to the final
Humans are attuned to visual stimuli. We respond to
presentations, the design process provides a defined
symbols, images and icons for many reasons: because
yet flexible space for imaginative responses and
they elicit an emotional response, have some personal
experimentation where concepts are developed and
or historical significance, or simply attract the eye.
refined. You will be given many opportunities to
We live in a world where visual communications
develop creative and innovative solutions to design
dominates our environment. It is an integral part of
problems, challenging you to extend your ideas,
and affects many aspects of our everyday lives. As a
thinking, skills and knowledge within the framework
means of expressing ideas, information and opinions,
of the design process. Design thinking skills are key to
we rely on methods of visual communications to
your creative development in Visual Communication
convey personal, commercial and professional
Design. The ability to devise, analyse and evaluate
messages. Additionally, social media, advertising and
ideas is a desirable skill readily transferable to other
the constructed environment, for instance, influence
areas of study as well as your future working life.
how we react to an issue, form an opinion or purchase
Visual Communication Design covers a vast
a product.
amount of information and introduces many practical
Professional designers working in many design
techniques and methods of production. The practical
fields, including communication design, industrial/
and theoretical aspects of the subject are intrinsically
product design, architecture, interior design, landscape
linked, and a good grasp of both aspects fosters an
design and more, understand the power of the
ability to successfully interpret, analyse and produce
visual. Designers apply various methods of visual
effective visual communications.
communications to express ideas, develop concepts
and make a visual connection with an audience.
ISBN 9780170401784
vi Nelson Visual Communication Design VCE Units 1–4
WHERE CAN VISUAL + Visual merchandising
+ Web design
COMMUNICATION
It does not matter whether you choose to study Visual
DESIGN TAKE YOU? Communication Design to take a step towards a career
in design, because it offers stimulation and challenges
Universities, government organisations and businesses not found elsewhere in the curriculum, or simply
have come to recognise what designers have known because you like to draw. You have made your first
for a long time: that design, and specifically, design move into a study that will change the way you view
thinking, assists in creative problem-solving and the world around you!
supports innovation in diverse fields. From scientific
and medical research, software and app design to HOW TO USE THIS
policy making and social planning, the value of design
skills has been recognised and embraced globally. BOOK
The skills that you develop during your Visual
Communication Design studies can be applied to To assist you in using this book, icons are placed
many areas of your academic and working life. throughout to indicate the following:
Some students choose to study Visual
Communication Design because it provides a chance
FYI FYI
to build a folio for entry to a tertiary institution. Many
Information to read that may expand your
visual art and design courses at TAFE and university
interest in the topic
level accept students after viewing a visual art folio
during a preliminary interview. Keep in mind that Tip
many universities insist on good academic results as
Helpful information to assist in developing your
well as an impressive folio.
skills
Studying Visual Communication Design during
VCE can lead to many different study and career Link
paths, some of which are listed below.
Websites that contain information that may
+ Advertising
assist your learning
+ Animation and motion graphics
+ Architectural drafting
Video demo, video answer
+ Architecture
+ Cartography
+ Cartooning
+ Costume design Step by step
+ Education
These show how to create particular types of
+ Fashion design
drawing
+ Film making
+ Fine arts For example
+ Furniture design
This is like a mini case study
+ Game design
+ Communication/Graphic design
+ Illustration Chapter recap
+ Industrial design
Activities based on learning within the chapter
+ Interior architecture
+ Landscape architecture
+ Multimedia design and development Smartphone revision cards
+ Printing
To help you revise for the exam
+ Photography
+ Publishing Using your phone, log in to the student
+ Production design website for this book, click on ‘Resources’ and
+ Set/Theatre design download the PDFs to use on the go.
+ Signwriting
+ Textile design
ISBN 9780170401784
vii
AREA OF STUDY NAVIGATOR
Unit Area of Study Use these chapters Pages
Unit 1: Introduction to Area of Study 1: Chapter 1
pp. 3–42
Visual Communication Drawing as a means of 2D and 3D drawing
Design communication
Chapter 2
pp. 44–60
Observational drawing and rendering
Chapter 3
pp. 62–66
Visualisation and presentation drawing
Chapter 7
pp. 134–142
Media, methods and materials
Chapter 8
pp. 175–183
Design process
Area of Study 2: Chapter 3
pp. 62–68
Design elements and Visualisation and presentation drawing
design principles
Chapter 4
pp. 70–77
Purposes of visual communication
Chapter 5
pp. 79–112
Design elements and design principles
Chapter 7
pp. 134–142
Media, methods and materials
Chapter 8 pp. 162–164,
Design process 175–190
Chapter 9
pp. 205–216
Design thinking
Chapter 11
pp. 245, 259
Design fields
Chapter 13
pp. 289–292
Legal and ethical issues in design
Area of Study 3: Visual Chapter 12
communications in Design in a wider context pp. 262–285
context
Unit 2: Applications of Area of Study 1: Chapter 1
pp. 3–43
Visual Communication Technical drawing in 2D and 3D drawing
Design – Design Fields context
Chapter 2
pp. 48–60
Observational drawing and rendering
Chapter 3
pp. 64–66
Visualisation and presentation drawing
Chapter 4
pp. 70–74
Purposes of visual communication
Chapter 10
pp. 218, 223–225
Visual language and analysis
▲
ISBN 9780170401784
viii Nelson Visual Communication Design VCE Units 1–4
Unit Area of Study Use these chapters Pages
Unit 2: Applications of Area of Study 2: Type Chapter 5
pp. 79–112
Visual Communication and imagery in context Design elements and design principles
Design – Design fields
Chapter 6
pp. 115–132
Typography and layout
Chapter 7
pp. 134–158
Media, methods and materials
Chapter 9
pp. 206–216
Design thinking
Chapter 10
pp. 223–230
Visual language and analysis
Chapter 11 pp. 245–255,
Design fields 276–284
Area of Study 3: Chapter 4
pp. 70–76
Applying the design Purposes of visual communication
process
Chapter 5
pp. 78–113
Design elements and design principles
Chapter 7
pp. 134–139
Media, methods and materials
Chapter 8
pp. 161–191
Design process
Chapter 9
pp. 206–216
Design thinking
Chapter 13
pp. 287–294
Legal and ethical issues in design
Unit 3: Visual Area of Study 1: Chapter 1
pp. 2–42
Communication Design Analysis and practice in 2D and 3D drawing
practices context
Chapter 3
pp. 64–66
Visualisation and presentation drawing
Chapter 4
pp. 70–75
Purposes of visual communications
Chapter 5
pp. 78–113
Design elements and design principles
Chapter 6
pp. 117–121
Typography and layout
Chapter 7
pp. 133–159
Media, methods and materials
Chapter 10 pp. 218–227,
Visual language and analysis 230–240
Chapter 11
pp. 241–260
Design fields
ISBN 9780170401784
Area of study navigator ix
Unit Area of Study Use these chapters Pages
Unit 3: Visual Area of Study 2: Design Chapter 8
pp. 160–203
Communication Design industry practice Design process
practices
Chapter 10
pp. 218, 223, 230
Visual language and analysis
Chapter 11
pp. 241–260
Design fields
Chapter 12
pp. 279, 284
Design in a wider context
Chapter 13
pp. 287–294
Legal and ethical issues in design
Area of Study 3: Chapter 2
pp. 47–60
Developing a brief and Observational drawing and rendering
generating ideas
Chapter 3
pp. 62, 63, 66
Visualisation and presentation drawing
Chapter 5
pp. 78–112
Design elements and design principles
Chapter 8 pp. 161–183,
Design process 190–200
Chapter 9
pp. 204–216
Design thinking
Chapter 10 pp. 218–222,
Visual language and analysis 231, 232
Chapter 13
pp. 287–296
Legal and ethical issues in design
Unit 4: Visual Area of Study 1: Chapter 3
p. 67
Communication Design Development, refinement Visualisation and presentation drawing
development, evaluation and evaluation
Chapter 5
and presentation pp. 78–113
Design elements and design principles
Chapter 7
pp. 140, 152, 155
Media, methods and materials
Chapter 8 pp. 160–164,175–
Design process 192, 195–197,
201–203
Chapter 9
p. 216
Design thinking
Chapter 13
pp. 287–296
Legal and ethical issues in design
▲
ISBN 9780170401784
PART A
VISUAL
COMMUNICATION
DESIGN