Dr.

Abhishek Kumar
i
ntroduction to Communication
D esign
Course Description:
The Introduction to Communication Design
course is specifically designed for art and
design students who want to deepen their
understanding of the historical development,
theories, and principles of communication
design. 
Course Objectives:
Understand the historical context and significance of communication design
within the broader field of visual art and design

Explore influential movements, schools, and designers that have shaped

the field of communication design

Examine the cultural, social, and technological factors that have

influenced design throughout history

Develop critical thinking skills to analyze and interpret design works in

their historical context

Gain an appreciation for the evolution of design tools, techniques, and

processes
Course Objectives:
Identify and analyze key design theories and their impact on communication
design

Recognize the role of communication design in shaping and reflecting

cultural identities

Apply historical knowledge to inform and inspire contemporary visual

art and design practice

Develop research and presentation skills in the context of design history

1.Foster a deeper understanding and appreciation for the intersection of

communication design and visual art.
CO & PO
The Subject outcomes, also known as Course Outcomes (CO)

and Program Outcomes (PO), outline the specific knowledge, skills, and abilities that students are
expected to achieve upon completion of the Communication Design program.
These outcomes help measure the program's success in delivering a well-rounded education to students.
Course Outcomes (CO):
• CO1: Understanding design and ideation and their application in
visual communication.
• CO2: Utilize various design software tools to create and
manipulate visual elements effectively.
• CO3: Develop a strong understanding of typography and its role
in visual communication.
• CO4: Apply color theory principles to create visually appealing
and effective designs.
• CO5: Analyze and critique design works based on aesthetic,
cultural, and ethical considerations.
• CO6: Demonstrate proficiency in creating design concepts and
prototypes for different media platforms.
• CO7: Apply user-centered design approaches to create designs
that meet audience needs and expectations.
• CO8: Collaborate effectively in interdisciplinary design projects.
Program Outcomes (PO):
• PO1: Demonstrate a comprehensive understanding of design
principles, theories, and practices
• PO2: Apply critical thinking and problem-solving skills to
develop innovative design solutions
• PO3: Communicate effectively through visual, written, and oral
means to convey design concepts and ideas
• PO4: Adapt to emerging design technologies and tools to
remain current in the field
• PO5: Demonstrate an understanding of the ethical, social, and
cultural implications of design
• PO6: Work collaboratively and professionally in
multidisciplinary design teams
• PO7: Exhibit effective project management and organizational
skills in design processes
• PO8: Develop a portfolio that showcases a diverse range of
design projects and reflects professional growth
Course Outline:

Introduction to Communication Design

Pre-Modern Design: Ancient and Medieval Periods

Renaissance and Baroque Design

The Industrial Revolution and Design

Art Nouveau and the Arts and Crafts Movement

Modernism and the Bauhaus

Swiss Style and International Typographic Style

Postmodernism and the Digital Age

Contemporary Design Movements within Visual Art

Future Trends and Research in Communication Design

Introduction to
Communication Design
In this module, students are introduced to the field of
communication design within the context of Science and
art.
• Definition and scope of communication design in the
context of Science and art
• Evolution of communication design as a discipline
within Science and art
• The relationship between communication design and
other Science and art forms
Pre-Modern Design: Ancient and
Medieval Periods

This module focuses on design practices in ancient

civilizations such as Egypt, Greece, and Rome. Students
learn about the design aesthetics, techniques, and symbolism
used during these periods.
• Design in ancient civilizations
• Medieval manuscripts and illuminated manuscripts
• The role of design in visual storytelling and religious
art
Renaissance and Baroque
Design

The Renaissance period is explored in terms of its

influence on design, particularly through humanism.
• Influence of humanism on design during the
Renaissance
• Renaissance art and design
• Baroque design and its characteristics in Design
The Industrial Revolution
and Design
This module examines the profound impact of
industrialization on design within visual art. Students explore
how the rise of mass production and commercial design
transformed the field.
• Impact of industrialization on design within visual art
• Rise of mass production and commercial design

• Exploring design in applied arts and decorative arts

Art Nouveau and the Arts
and Crafts Movement
The characteristics and key figures of the Art Nouveau
movement are explored, providing students with an
understanding of its unique visual language and aesthetic
principles.
• Characteristics and key figures of Art Nouveau in
Communication Design
• William Morris and the Arts and Crafts
Movement's impact on design
• The integration of design and craftsmanship in
Communication Design
Modernism and the
Bauhaus
Students delve into the principles of modernism in
design within visual art. The module explores the
convergence of art, technology, and design,
emphasizing the interdisciplinary nature of modernist
approaches.
• The principles of modernism in design within
Communication Design
• The Bauhaus school and its influential figures
• The convergence of visual art, technology, and
design
Bauhaus philosophy for
communication design
The Bauhaus, a renowned German art school that
operated from 1919 to 1933, played a significant
role in shaping modern design principles. According
to the Bauhaus philosophy, there are three primary
types of communication design:

• Typography: Typography focuses on the art and technique of

arranging type to make written language visually appealing and
readable
• Photography: Bauhaus considered photography as a key
medium for communication design
• Graphic Design: Graphic design, encompassing various visual
elements such as shapes, colors, images, and text, plays a vital
role in communication design
Swiss Style and
International Typographic
Style
This module focuses on the characteristics of the Swiss Style
within art and Design. Students examine the clean, minimalist
aesthetic and precision in typography associated with this
movement.
• Characteristics of the Swiss Style within visual art
• Key figures in the International Typographic Style

• The impact of the Swiss Style on visual art and design

Postmodernism and the
Digital Age
Students critically analyze the transition from modernism to
postmodernism in Design. They explore the critiques of
modernist principles and the emergence of postmodern design
movements.
• Critiques of modernism and the rise of postmodernism
in visual art
• The influence of postmodernism on communication
design in visual art
• The advent of digital technology and its impact on
design practice
Contemporary Design
Movements within CD
This module provides an exploration of current design
movements and trends in Communication Design. Students
examine the influences of technology, globalization, and
sustainability on design within the field.
• Exploration of current design movements and trends
• The influence of technology, globalization, and
sustainability on design
• Case studies of contemporary designers and their works
Emerging Trends in
Communication Design
• Emerging trends in communication design reflect the evolving needs,
technologies, and cultural shifts in society.
• Emerging tools and techniques in Communication Design include
Augmented Reality (AR) and Virtual Reality (VR) for immersive
experiences, motion graphics and animation for dynamic visuals, data
visualization for effective information presentation, user experience
(UX) design for seamless interactions, generative design for unique
visuals, voice user interface (VUI) design for voice-controlled
interfaces, and sustainable design practices for eco-friendly and socially
impactful solutions.
• These tools and techniques are reshaping the field, enabling designers to
create engaging and innovative communication experiences that captivate
audiences and effectively convey messages in the digital age.
Emerging Trends in Communication Design

Minimalism and Simplification: Minimalist design approaches, characterized by clean

lines, simplicity, and focused messaging, continue to gain popularity

Authentic and Purpose-Driven Design: There is an increasing demand for

authentic and purpose-driven design that aligns with the values and beliefs of the
target audience

User-Centric Design: Designers are placing greater emphasis on understanding

user needs and behaviors to create user-centric designs

Interactive and Immersive Experiences: With advancements in technology,

designers are exploring interactive and immersive experiences

Sustainability and Ethical Design: There is a growing awareness of the environmental

impact of design
Emerging Trends in Communication Design
Data Visualization and Infographics: As data becomes more accessible, designers are
employing data visualization techniques to make complex information more
understandable and engaging

Adaptive and Responsive Design: With the proliferation of multiple devices and
screen sizes, designers are adopting adaptive and responsive design approaches

Typography and Custom Lettering: Typography plays a crucial role in

communication design

Social Media and Influencer Marketing Design: Designers are creating content
specifically tailored for social media platforms and influencer marketing campaigns

AI-Driven Design Automation: Artificial intelligence technologies are increasingly

being utilized in design processes
Research and Presentation
In this last module, students develop skills in
conducting research within the domain of design
history, current and future trends.
• Conducting research in design history within
visual art
• Analyzing and interpreting design works within
visual art
 Course Outcomes (CO) Program Outcomes (PO)
CO1: Demonstrate proficiency in design principles and their PO1: Demonstrate a comprehensive understanding of design
application in visual communication. principles, theories, and practices.
CO2: Utilize various design software tools to create and PO4: Adapt to emerging design technologies and tools to
manipulate visual elements effectively. remain current in the field.
CO3: Develop a strong understanding of typography and its PO1: Demonstrate a comprehensive understanding of design
role in visual communication. principles, theories, and practices.
CO4: Apply color theory principles to create visually PO1: Demonstrate a comprehensive understanding of design
appealing and effective designs. principles, theories, and practices.
PO1: Demonstrate a comprehensive understanding of design
principles, theories, and practices.
CO5: Demonstrate proficiency in creating design concepts PO2: Apply critical thinking and problem-solving skills to
and prototypes for different media platforms. develop innovative design solutions.
CO-PO Mapping

CO6: Analyze and critique design works based on aesthetic, PO5: Demonstrate an understanding of the ethical, social,
cultural, and ethical considerations. and cultural implications of design.
PO1: Demonstrate a comprehensive understanding of design
principles, theories, and practices.
CO7: Apply user-centered design approaches to create PO2: Apply critical thinking and problem-solving skills to
designs that meet audience needs and expectations. develop innovative design solutions.
CO8: Collaborate effectively in interdisciplinary design PO6: Work collaboratively and professionally in
projects. multidisciplinary design teams.
Recommended Reference Books
• Meggs, Philip B., and Alston W. Purvis. Meggs' History of Graphic Design. Wiley,
2021.
• Müller, Jens, and Julius Wiedemann. A History of Graphic Design. Taschen, 2021.
• Heskett, John. Design: A Very Short Introduction. Oxford University Press, 2021.
• Yates, Derek, and Jessie Price. Communication Design: Insights from the Creative
Industries. Routledge, 2021.
• Hollis, Richard. Graphic Design: A Concise History. Thames & Hudson, 2021.
• Lester, Paul Martin. Visual Communication: Images with Messages. Routledge,
2021.
• Frascara, Jorge. Communication Design: Principles, Methods, and Practice.
Taylor & Francis, 2021.
• McNeil, Paul. The Visual History of Type. Laurence King Publishing, 2021.
• Hara, Kenya. Designing Design. Lars Müller Publishers, 2021.
• Williams, Rick. Visual Communication Design: An Introduction to Design
Concepts in Everyday Experience. Fairchild Books, 2021.
Course Assignments
These assignments will provide students with opportunities to delve into the
history and significance of communication design, analyze specific designs from
different periods, make connections between historical movements and
contemporary practices, and develop critical thinking and research skills within
the field of communication design.

• Research Paper/Case Study/Articles: Go to library Post Lunch Curate 10 papers,

Scopus or SCI, SSCI, AHCI with Impact Factor, exploring the evolution and
significance of communication design throughout history. Trace its origins in
ancient civilizations and analyze its development as a discipline within visual art.
Highlight key movements, influential designers, and the impact of technological
advancements on communication design.
• Design Analysis: Select a significant communication design artifact from a
specific historical period (e.g., an illuminated manuscript from the medieval
period or a poster from the Art Nouveau movement). Conduct a detailed
analysis of the design, focusing on its visual elements, use of typography, color
palette, and overall composition. Discuss how the design reflects the cultural,
social, and technological context of its time.
Course Assignments

• Comparative Study: Choose two distinct historical periods in communication design

(e.g., Renaissance and Postmodernism) and compare and contrast their design
principles, aesthetics, and underlying philosophies. Identify key differences and
similarities between the two periods and explain how they contributed to the
evolution of communication design.
• Presentation: Prepare a visual presentation exploring the impact of a specific
communication design movement on contemporary design practices. Select a
movement such as the Bauhaus or Swiss Style and discuss its key principles,
influential designers, and lasting contributions to communication design. Showcase
examples of contemporary design works that demonstrate the influence of the
chosen movement.
• Case Study and Report Submission: Select a well-known communication design
project or campaign from history and conduct a case study on its effectiveness and
cultural impact. Analyze the design choices, messaging strategies, and target
audience engagement. Discuss how the design contributed to the success or failure
of the project and its lasting influence on the field of communication design.
Teaching Methodology

• Lecture/ presentations of various topics of relevance.

• Assignment to generate an understanding of the topic.
• Group discussions / Field Visits / Survey.
• Reading / Case study analysis and understanding
Evaluation Criteria
Sr.
EVALUATION
No DESCRIPTION
CRITERIA
Level of understanding and comprehension, linking new
Conceptual Clarity learning to the existing knowledge for better organization
1
and Comprehension of information. Ability to understand concepts
comprehensively, remember and articulate them.
Ability to reconsider concepts, ideas, design issues and
2 Reflective Thinking
evaluate them.
3 Ability to transmit ideas through different media.
Communication
Attendance and Time Regularity, punctuality of attendance and time
4
Management management.
Quality of class participation and interaction with fellow
5 Participation
students and faculty.
Thanks