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Catalog Description Advisory: Completion of AAD 44 and/or AAD 70 with grade(s) of "C" or better Hours: 72 (36 lecture, 36 activity) Description: This course offers an introduction to graphic design and related fields in the creative industry. Topics include the principles and elements of design, methods for generating effective solutions to design problems using the design process, exploration of a wide variety of materials and techniques used in the industry, as well as the development of impactful presentations that showcase the research, testing, reflection, and refinement processes key to this field of study. (CSU) Course Student Learning Outcomes CSLO #1: Synthesize the basic principles and elements of design including line, shape, color, texture and pattern, typography, composition, balance, visual hierarchy, rhythm, proportion, and contrast, to create effective design solutions. CSLO #2: Apply the design process to generate a broad range of concepts addressing a design problem. Refine the concepts through cycles of iteration and assessment to arrive at a well-developed solution. CSLO #3: Design comprehensive and effective presentations documenting the phases of the design process, self-reflection practices, and the evolution of design solutions. CSLO #4: Critique final designs by analyzing the solutions and their effectiveness. Consider the quality of craft, aesthetic choices, technical proficiency, and the relevance of the solution to the project criteria through class discussions, self-assessment, and peer reviews. CSLO #5: Evaluate legal and ethical issues related to the use of sourced visual assets such as images, graphics, and content when crafting design solutions. Effective Term Fall 2025 Course Type Credit - Degree-applicable Contact Hours 72 Outside of Class Hours 90 Total Student Learning Hours 162 Course Objectives Lecture Objectives 1. Differentiate between the elements and principles of design and identify key qualities and usages for each. 2. Apply terminology and vocabulary correctly when discussing design-related concepts and practices. 3. Analyze and communicate the effectiveness of design solutions through written and verbal critiques, and self-reflection practices. 4. Outline the phases of the design process, including the impact and role of each phase in generating relevant and impactful final solutions. 5. Identify the legal and ethical concerns regarding the incorporation of sourced assets in the creative industry. Lab Objectives 1. Combine select elements and principles of design to generate effective solutions conveying a message, story, mood, identity and/or effect. 2. Implement a variety of art and design tools, techniques, and materials to enhance proficiency and produce innovative solutions. 3. Solve complex problems by applying the design process: Identify the design problem Gather inspiration and conduct research Develop initial concepts Generate impactful and relevant solutions Test and evaluate the results Refine and enhance the product Present the process and final solutions   4. Construct impactful presentations that demonstrate the design process and showcase the quality of the solutions. General Education Information Approved College Associate Degree GE Applicability AA/AS - Arts and Humanities AA/AS - Fine Arts CSU GE Applicability (Recommended-requires CSU approval) CSUGE - C1 Arts Cal-GETC Applicability (Recommended - Requires External Approval) IGETC Applicability (Recommended-requires CSU/UC approval) Articulation Information CSU Transferable Methods of Evaluation Classroom Discussions Example: Students will be asked to discuss the goals of critique and the processes of giving and receiving constructive feedback in advance of a group critique session. Students will be evaluated based on their participation and accurate input, as well as their application of the material during critique sessions. Essay Examinations Example: Students will be asked to produce written responses to prompts typically found in Case Studies specific to the design industry. The clarity of the message, the inclusion and use of appropriate terminology and vocabulary, and the quality of the writing sample will be evaluated. Objective Examinations Example: Students will be asked to correctly apply design-related terminology on quizzes and tests. Projects Example: Students will be asked to develop a style guide for a seasonal product launch. Students will be evaluated on their ability to produce a style guide that meets the technical requirements and also reflects the specific design concepts covered for the activity. Skill Demonstrations Example: Students will be asked to document analog 2D works using a flatbed scanner and/or digital camera. Results will be evaluated for correct exposure, color casts, focus, contrast, and framing. Repeatable No Methods of Instruction Activity Lecture/Discussion Distance Learning Activity: The instructor will introduce the Emotive Line project and go over the D.R.A.W.S Principles which address the qualities of Direction, Rhythm, Angularity, Weight and Style as they apply to the element of Line. Students will then choose a contrasting "emotive pair" such as Orderly and Frantic to illustrate using the D.R.A.W.S Principles while avoiding any use of representational imagery or symbology. Lecture: The instructor will review the importance of excellent documentation in the digital presentation of final artwork and design solutions. The instructor will cover subjects such as lighting, exposure, camera angles, controlling the background, and framing the subject matter. Students will then practice documenting their artwork for submission. The instructor will then lead a class discussion called Learned the Hard Way where students share what they learned through failure or struggle and how they will approach the process next time. Distance Learning The instructor will share a lesson on the use of typography in design projects. The distinction between body copy fonts and headline/display fonts will be addressed as it applies to readability, emphasis and contrast. Students will be asked to evaluate the stylistic needs for their project goals and source fonts for the body copy, and for the headline/display copy. The students will then set their copy using the selected fonts and submit those, along with a persuasive statement tying the font choices to the design goals via a class discussion board. Students will be assigned to give feedback and share responses in the discussion board on the unity of font selection and design goals. Typical Out of Class Assignments Reading Assignments Read Chapter 7. Layout and Arrangement from the textbook Introduction to Graphic Design: A Guide to Thinking, Process, and Style. Complete the Reading Response for this chapter selection. Writing, Problem Solving or Performance After completing the cover design for the artist's monograph project, draft responses to the set of Case Study prompts. Ensure you are using course-related terminology to adequately describe your process and the design outcomes. Edit and refine the writing sample before adding it to your project documentation presentation. Other (Term projects, research papers, portfolios, etc.) Compile a presentation to document the design process for the artist's monograph cover design. Include the Case Study prompts, documentation of the phases of the design process including initial sketches, rough comps, and the final designs, as well as inspiration images, type selection specimens, and the color palette for the cover design. Required Materials The Non-Designers Design Book Author: Williams, Robin Publisher: Peachpit Press Publication Date: 2014 Text Edition: 4th Classic Textbook?: No OER Link: OER: Introduction to Graphic Design: A Guide to Thinking, Process, and Style Author: Sherin, Aaris Publisher: Bloomsbury Visual Arts Publication Date: 2023 Text Edition: 1st Classic Textbook?: No OER Link: OER: The Elements of Graphic Design: Space, Unity, Page Architecture, and Type Author: White, Alex W. Publisher: Allsworth Publication Date: 2022 Text Edition: 1st Classic Textbook?: No OER Link: OER: Other materials and-or supplies required of students that contribute to the cost of the course.

Applied Art and Design is an academic discipline which focuses on the principles and practical applications of art, design, photography, computer graphics, imaging and animation. Study of the foundations of design, creative problem solving, portfolio development and internship experiences, all prepare students for transfer programs and career opportunities. Within the AA/AS degree or certificate options, students may concentrate in Graphic Design, Illustration, or Multimedia. Students who successfully complete the Applied Art and Design major can expect to find entry level employment in such areas as digital illustration, graphic design for print and internet, multimedia, animation, photographic retouching and pre-press operation.