PV123 Elements of visual communication

Faculty of Informatics
Spring 2011
Extent and Intensity
2/0. 2 credit(s) (plus extra credits for completion). Type of Completion: k (colloquium).
Teacher(s)
doc. Mgr. Vítězslav Švalbach (lecturer)
MgA. Jana Malíková (assistant)
Guaranteed by
prof. Ing. Jiří Sochor, CSc.
Department of Visual Computing – Faculty of Informatics
Contact Person: doc. Mgr. Vítězslav Švalbach
Timetable
Wed 12:00–13:50 D3
Prerequisites
Following studies – Script I, Typography I, Graphic Design I
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
there are 36 fields of study the course is directly associated with, display
Course objectives
In this course students learn the theory behind the graphic design and this course is prerequisite for the following courses Script I, Typography I, Graphic Design I.
Syllabus
  • Introduction - the subject of visual communication, graphic design.
  • Writting systems (terminology), the influence of a tool, material, thinking and environment on the shape of a written sign
  • History of script. Four phases of the development of a script, famous script writters and famous scripts throughout the history and present time.
  • Classification of scripts: Czech, Europian, American.
  • Choosing a script according to an assigment. Possible and impossible combination of different scripts.
  • Kerning of characters and leading of a small letters. Rules to create a written unit.
  • Typography as an confirmatory aid of communication. Legibility, proportion of an area , Golden section, standardized format, optical center. Symmetry and asymmetry. Contrast and rhythm.
  • Levels of a letter size.
  • The combination of four basic typographic elements: script, line, column. Division into logical and optical units.
  • Tendencies in typography, history of typography. Significant personalities.
  • Book and book edition; Development, terminology and anatomy.
  • Graphic information systems. Piktogram, ideogram, media, rasters.
  • Signs and logotype, rules of creation and classification; codification.
  • Compact visual style. Image. Graphic manuals.
  • Basics of polygraphy.
  • Ornament.
Literature
  • MUZIKA, František. Krásné písmo ve vývoji latinky. I. vydání. Praha: Státní nakladatelství krásné literatury, hudby a umění, 1958, 657 stran. info
  • MUZIKA, František. Krásné písmo ve vývoji latinky. I. vydání. Praha: Státní nakladatelství krásné literatury, hudby a umění, 1958, 656 stran. info
  • HLAVSA, Oldřich. Typografická písma latinková. 2. dopl. a upr. vyd. Praha: Státní nakladatelství technické literatury, 1960, 494 s. URL info
  • Typography :when who how, typographie : wann wer wie, typographie : quand qui comment. Edited by Friedrich Friedl. Köln: Könemann, 1998, 592 s. ISBN 3-89508-473-5. info
  • VOIT, Petr. Encyklopedie knihy : starší knihtisk a příbuzné obory mezi polovinou 15. a počátkem 19. století. 1. vyd. Praha: Libri, 2006, 1350 s. ISBN 8072773127. info
  • MOLLERUP, Per. Marks of excellence : the history and taxonomy of trademarks. London: Phaidon Press Limited, 1997, 240 s. ISBN 0714838381. info
  • BANN, David. Polygrafická příručka. Translated by Petr Stříbrný. V Praze: Slovart, 2008, 224 s. ISBN 9788073910297. info
  • JONES, Owen. The grammar of ornament. London: Dorling Kindersley Book, 2001, 504 s. ISBN 0-7513-1276-2. info
Teaching methods
Lecture accompanied by slideshow (illustrations and photographs).
Assessment methods
The lecture. The colloquium (test).
Language of instruction
Czech
Follow-Up Courses
Further Comments
Study Materials
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009, Spring 2010, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Spring 2011, recent)
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