OVERVIEW

The Visual Communication Laboratory, structured into the modules Contemporary Visual Languages, Corporate Identity, Videographics, and Workshop, develops theoretical, methodological, and design skills in the field of visual communication applied to design. The laboratory explores contemporary visual languages, the design of audiovisual content, and the development of visual identity systems, integrating theoretical, experimental, and practical approaches. Through design activities and workshops, students acquire the knowledge and skills required to conceive, develop, and communicate projects related to products, services, and events, with particular attention to the coherence of visual languages, the effectiveness of communication strategies, and the integration of analogue and digital media.

AIMS AND CONTENT

LEARNING OUTCOMES

The laboratory consists of the following modules: Corporate Identity, Video Graphics, and Contemporary Visual Languages. The curricular educational workshop is aimed at enhancing the project-based learning methodology, including through the involvement of stakeholders (companies, institutions, freelance professionals, etc.) in the co-design of the workshop topic and their potential participation in the development and evaluation of the outcomes. This is also intended to foster the relationship between education and the professional world.

AIMS AND LEARNING OUTCOMES

The Visual Communication Laboratory aims to provide students with theoretical, methodological, and design skills for the conception and development of visual communication systems applied to product and event design. Through the integration of the Contemporary Visual Languages, Video Graphics, and Corporate Identity modules, the laboratory explores the main languages of contemporary communication, audiovisual design techniques, and the construction of coordinated visual identities. Particular attention is dedicated to the critical analysis of communication contexts, the definition of design concepts, the design of static and dynamic visual artifacts, and the conscious use of digital tools and technologies. Laboratory activities and workshops encourage the acquisition of an integrated design approach, oriented towards experimentation, consistency of communication systems, and the ability to develop effective solutions in relation to different audiences and contexts of use. 

At the end of the laboratory, the student possesses knowledge of the languages of contemporary visual communication, the principles of visual identity design and audiovisual communication, and the methodologies for building integrated communication systems applied to product, service, and event design. The student understands the strategic role of communication in defining the experience, value, and positioning of complex projects. 

The student is able to develop visual communication projects consistent with the goals of the design project, integrating visual identity, audiovisual narratives, and digital languages. They know how to develop concepts, translate them into complex communication systems, and experiment with innovative solutions through design tools, techniques, and methodologies appropriate to different application contexts. 

Furthermore, the student develops the ability to critically interpret cultural, social, and technological scenarios, evaluate the effectiveness of communication strategies, and make reasoned design decisions, considering the functional, expressive, and ethical aspects of visual communication. 

The student knows how to present, argue, and document the project through visual, audiovisual, and multimedia tools, using appropriate disciplinary vocabulary and adapting communication methods to different interlocutors. They are also able to collaborate effectively within interdisciplinary workgroups, contributing to the shared development of the project. 

The student acquires an autonomous approach to research, experimentation, and continuous updating on the languages, technologies, and practices of visual communication. They are able to transfer acquired methods and skills to new design fields, facing complex contexts with critical awareness and capacity for innovation.

PREREQUISITES

Basic knowledge in the field of communication design and graphic design, acquired during a bachelor's degree program or through equivalent educational experiences, is required. The student must possess basic skills related to the principles of visual communication, graphic composition, typography, color, and project representation, as well as an operational knowledge of the main digital tools for image processing, vector graphics, and layout design. Furthermore, the ability to develop a project according to a methodological process, to carry out research and analysis activities, and to effectively communicate one's design choices is required.

TEACHING METHODS

Assessment of learning takes place through the evaluation of the project/s developed during the laboratory and its/their final presentation. The assessment takes into account the entire design process, including the phases of research, analysis, concept development, visual identity design, creation of video graphics, and definition of the integrated communication system. 

Evaluation is based on the following criteria: 

- consistency between design objectives, concept, and developed solutions; 

- methodological quality of the research and design process; 

- effectiveness and originality of the visual communication solutions; 

- ability to integrate visual identity, audiovisual languages, and digital tools into a coherent communication system; 

- technical and formal quality of the design deliverables; 

- ability to critically argue design choices using appropriate disciplinary language. 

The final evaluation also takes into account active participation in laboratory activities, workshops, and design reviews, as well as the ability to work collaboratively during group activities. The exam consists of a public discussion of the deliverables produced during the laboratory and verification of the achievement of the educational objectives and expected learning outcomes. 

SYLLABUS/CONTENT

Assessment of learning takes place through the evaluation of the project/s developed during the laboratory and its/their final presentation. The assessment takes into account the entire design process, including the phases of research, analysis, concept development, visual identity design, creation of video graphics, and definition of the integrated communication system. 

Evaluation is based on the following criteria: 

- consistency between design objectives, concept, and developed solutions; 

- methodological quality of the research and design process; 

- effectiveness and originality of the visual communication solutions; 

- ability to integrate visual identity, audiovisual languages, and digital tools into a coherent communication system; 

- technical and formal quality of the design deliverables; 

- ability to critically argue design choices using appropriate disciplinary language. 

The final evaluation also takes into account active participation in laboratory activities, workshops, and design reviews, as well as the ability to work collaboratively during group activities. The exam consists of a public discussion of the deliverables produced during the laboratory and verification of the achievement of the educational objectives and expected learning outcomes. 

RECOMMENDED READING/BIBLIOGRAPHY

G. Rondolino and D.Tomasi, Manuale del film. Linguaggio, racconto, analisi [Film Manual. Language, Narrative, Analysis], UTET, 2011 Turin 

M. Ambrosini, L. Cardone and L. Cuccu, Introduzione al linguaggio del film [Introduction to Film Language], Carocci, 2014 Rome 

F. Casetti, F. di Chio, Analisi del film [Film Analysis], Bompiani, 1990 Milan 

I. Pezzini, Trailer, spot, clip, siti, banner. Le forme brevi della comunicazione audiovisiva [Trailers, Commercials, Clips, Sites, Banners. Short Forms of Audiovisual Communication], Meltemi, 2002 Rome 

J. Magny, Il punto di vista. Dalla visione del regista allo sguardo dello spettatore [The Point of View. From the Director's Vision to the Spectator's Gaze], Lindau, 2010 Turin 

C.J. Bowen and R. Thompson, La grammatica dell'inquadratura. Il manuale di composizione cinematografica più completo [Grammar of the Shot. The Most Complete Manual of Cinematic Composition], Dino Audino, 2014 Rome 

A. Mazzoleni, Il movimento della macchina da presa. Estetica, tecnica e linguaggio dell'inquadratura variabile [Camera Movement. Aesthetics, Technique and Language of the Variable Shot], Dino Audino, 2004 Rome. 

A. Balzola and R. Pesce, Storyboard. Arte e tecnica tra lo script e il set [Storyboard. Art and Technique Between Script and Set], Dino Audino, 2009 Rome. 

V. Pinel, Il montaggio. Lo spazio e il tempo del film [Editing. The Space and Time of Film], Lindau 2007 Turin 

C.J. Bowen and R. Thompson, La grammatica del montaggio. Il manuale che spiega quando e perché tagliare [Grammar of the Edit. The Manual That Explains When and Why to Cut], Dino Audino 2015 Rome 

V. Amiel, Estetica del Montaggio [Aesthetics of Editing], Lindau 2014 Turin 

G. Millar, K. Reisz, La tecnica del montaggio cinematografico [The Technique of Film Editing], Lindau, 2001 Turin 

V. Fagone, L'immagine video. Arti visuali e nuovi media elettronici [The Video Image. Visual Arts and New Electronic Media], Feltrinelli, 1990 Milan 

G. Anceschi, L'oggetto della raffigurazione [The Object of Representation], Etas Editore, 1992 

I. Pezzini, Trailer, spot, clip, siti, banner. Le forme brevi della comunicazione audiovisiva [Trailers, Commercials, Clips, Sites, Banners. Short Forms of Audiovisual Communication], Meltemi Editore, 2002 (Nota: questo testo è ripetuto due volte nell'elenco originale) 

T. Maldonado, Memoria e conoscenza. Sulle sorti del sapere nella prospettiva digitale [Memory and Knowledge. On the Fate of Knowledge in the Digital Perspective], Feltrinelli, 2005 

M. Galbiati, Movie design. Scenari progettuali per il design della comunicazione audiovisiva e multimediale [Movie Design. Project Scenarios for Audiovisual and Multimedia Communication Design]

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

Classes will begin on Thursday, September 24th at 9:30 AM. 

Any schedule changes will be communicated via AulaWeb. 

Students are requested to register on the platform before the start of classes.

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

The exam consists of the presentation of the deliverables (both critical analysis and design projects) developed during the Laboratory.

Depending on the progress of the educational path, in-course tests and a final test may also be conducted to support the evaluation of individual skills.

Any supplementary test in addition to the final Laboratory presentation will be appropriately communicated.

Students are reminded that in order to take the Laboratory exam, it is compulsory to register under the "Exam Reservation" section of the UniGe Online Services.

ASSESSMENT METHODS

Assessment of learning takes place through the evaluation of the project/s developed during the laboratory and its/their final presentation. The assessment takes into account the entire design process, including the phases of research, analysis, concept development, visual identity design, creation of video graphics, and definition of the integrated communication system.

Evaluation is based on the following criteria:

- consistency between design objectives, concept, and developed solutions;

- methodological quality of the research and design process;

- effectiveness and originality of the visual communication solutions;

- ability to integrate visual identity, audiovisual languages, and digital tools into a coherent communication system;

- technical and formal quality of the design deliverables;

- ability to critically argue design choices using appropriate disciplinary language.

The final evaluation also takes into account active participation in laboratory activities, workshops, and design reviews, as well as the ability to work collaboratively during group activities. The exam consists of a public discussion of the deliverables produced during the laboratory and verification of the achievement of the educational objectives and expected learning outcomes.