Spring 2013

Visual Communication Design II: Design Methodology

Course Overview

Both in the foundation year at Herron and the first semester of the sophomore year in the Visual Communication program, the focus has been mostly on the visual aspects of art & design. This semester, the scope of focus widens to place equal emphasis on communication—specifically, the graphic designer’s role in the communication process. This widening focus underscores the graphic designer’s responsibility both to aesthetic adeptness, and to empathic inclination toward the intended audience of a particular communication.

Visual Communication 2 (VC 2) is an introductory course in Visual Communication. Over the course of the semester, you will develop skills in concept generation and concept visualization as you continue learning to make relevant, meaningful and appropriate visual form in response to contexts and communication problems.

Specifically, we will focus on integrating visual and verbal messages meant to communicate to a clearly defined audience. This course will provide opportunities for students to gain design knowledge and abilities through studio projects and critique presentations.

Additionally, lectures, readings, slide presentations, demonstrations, class and group discussions, and personal student meetings will be used. The projects assigned in this course are intended to teach you to think critically about the visual world around you while building on the visual vocabulary you developed last semester.


Herron School of Art and Design



Course Number

HER-V 220

Credits + Contact

6 Credits / MWF 9:00-11:30

Learning Outcomes

Upon completion of this course, students will be
able to demonstrate:

  • Comprehension and application of the steps and phases of the design process
  • Effective Verbal Communication
  • The Ability to balance time and project
  • Divergent and voluminous output in thinking,
    making and doing
  • Designerly Curiosity and an awareness of
    relevant criteria for making design decisions
  • The ability to create relevant, meaningful and appropriate form in response to communications problems and contexts
  • Controlled And Effective Use of Design Tools

Course Expectations

VC 2 is a 6-credit course. Although you will have designated work days where class time is set aside for you to work, most class time will consist of formal or informal critiques, lectures, discussions, or activities. You should be prepared to spend an appropriate amount of time outside of the listed class hours to complete your assignments.

Traditionally, this means two hours outside of class for every hour of time in class. For a 6-credit course meeting for 2.5 hours thrice a week, that means you should be prepared to spend at least 15 hours a week outside of the listed class hours to satisfactorily complete your assignments. It is also vitally important that you be in class on time, be engaged during class, and stay until the class has ended. Typography and Image are components of your education as a visual communicator, and, as such, you should be constantly seeking ways to apply what you learn in your Type & Image 2 course to your what you are doing in this course.


Project Sheets

Course Syllabus (PDF)

Designerly Curiosity Component (PDF)

Symposium Project: Process Overview (PDF)

Symposium Project: Conceptual Phase Overview (PDF)

Typographic Infographic Project Overview (PDF)

Presentation Slide Decks

Branding (PDF)

Brandmarks  (PDF)

Grids  (PDF)

Infographics (PDF) 

Common type mistakes (PDF)

Required Textbook

There is a required textbook for this course. The fifth edition is the newest edition of the textbook. Make sure you don’t by the Essential version of the textbook, as it is an abridged version.

Graphic Design Solutions
By Robin Landa

Student work

Symposium timeline infographic poster

Symposium branding

Symposium iPad app