Visual Communication Theory and Principles (11062.1)

Please note these are the 2024 details for this unit
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Visual Communication Theory and Principles
Available teaching periods Delivery mode Location
View teaching periods On-campus
 UC College, Bruce, ACT
South Bank, QLD
Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Design And The Built Environment Level 1 - Undergraduate Introductory Unit Band 2 2021 (Commenced After 1 Jan 2021)
Band 2 2021 (Commenced Before 1 Jan 2021)
This unit introduces ways visual language can be used to convey ideas, information and messages in the fields of communication, interaction and industrial design. During the course of study students learn different theories of visual communication: including human perception, psychology of colour, and principles of design. Consequently, students will engage in applying different theories in designing and evaluating visual content through a series of assignments.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Identify functions of visuals in communication;
2. Develop visualisation skills and techniques for solving visual communication problems; and
3. Identify concepts in the psychology of perception, colour theory, cognition and aesthetics and their relation to visual design and communication.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology


Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

8602 Introduction to Graphic Design Practice.

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 UC College, Bruce, ACT UC College Trimester 1 03 February 2025 On-campus Miss Swarali Sidhaye
2025 South Bank, QLD Semester 1 03 February 2025 On-campus Mrs Ola Pak
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Mrs Mikaela Danvers
2025 UC College, Bruce, ACT UC College Trimester 3 15 September 2025 On-campus Miss Swarali Sidhaye
2026 South Bank, QLD Semester 1 16 February 2026 On-campus Mrs Ola Pak
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Mrs Mikaela Danvers
2026 UC College, Bruce, ACT UC College Trimester 1 02 March 2026 On-campus Miss Swarali Sidhaye
2026 UC College, Bruce, ACT UC College Trimester 3 26 October 2026 On-campus Miss Swarali Sidhaye
Not available

Required texts

David Dabner, Sandra Stewart, Abbie Vickerss (2017) Graphic Design School: The Principles and Practice of Graphic Design, New York: Wiley

Gail Anderson and Steven Heller (2016) The Graphic Design Idea Book, London: Laurence King Publishing Ltd, ebook link: http://webpac.canberra.edu.au/record=b1928109~S4

Ellen Lupton and Jennifer Cole Phillips (2015) Graphic Design: The New Basics, New York: Princeton Architectural Press; Baltimore: Maryland Institute College of Art, ebook link: http://webpac.canberra.edu.au/record=b1840670~S4

Steven Heller (2014) Design Literacy: Understanding Graphic Design, New York: Allworth Press, ebook link: http://webpac.canberra.edu.au/record=b1308886~S4

 

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

1. the Unit Convener has authorised GenAI use for that assessment
2. the student uses GenAI in the way that the assessment instructions allow
3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for Students Library Guide provides further information, including how to reference GenAI.

Resubmission

This unit has substantial opportunities for feedback and self-assessment, and so students who have fully participated in the unit activities are unlikely to fail. In some cases, resubmission of a failed assignment will be possible if the assessment item can feasibly be brought up to a pass level. A typical example might be an assignment that fails due to a missing component that can readily be supplied in a resubmission. The maximum grade for a resubmitted assessment item is 50%. Resubmissions are given at the discretion of the unit convenor, and must be applied for in writing (via email) within one week of the assessment grade being released.

 

Extensions

All extensions must be applied for in writing to the unit convenor no less than three days before the due date of the assignment, and preferably well before this.

Extension requests should state the reason the extension is being requested (unless the basis for extension is part of adjustment advice from inclusion and welfare), and provide a proposed submission date. Students should not assume an extension will be automatically granted.

 

Late Penalties

In this unit, we encourage you to be proactive about your work, to recognise early if you are not going to be able to meet a deadline and to negotiate an extension if necessary. This is a more authentic, industry-standard, approach to dealing with deadlines. Late penalty is 5% per day, and if the student submits later than 7 days, the assignment will be evaluated on a pass/fail basis and will not be provided with any written feedback. Assignments submitted later than 14 days will not be evaluated.

This policy is designed to encourage students to take ownership of their work and time commitments, while also allowing for some flexibility. We feel it is far better (and more typical of real work conditions) to seek an extension well before the due date than to hand in a late assignment. We appreciate that there needs to be some flexibility, but we expect all students to manage their time and to keep their tutors informed of any issues with their progress.

Special assessment requirements

Assessment 3 requires printing of the poster work developed. 

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Learner engagement

-

Inclusion and engagement

-

Participation requirements

Regular attendance is recommended to gain a comprehensive understanding of the subject.

Required IT skills

  • Basic Knowledge of Adobe Creative Suite (Illustrator, Photoshop, InDesign)
  • Digital Literacy 

In-unit costs

There may be some costs associated with printing. 

Work placement, internships or practicums

None

Additional information

-