We all exist in an inter-connected world with the physical and virtual space around us brimming with various forms of media. Be it the morning newspaper, a book cover, a brand logo, a gaming app, a how-to-do video, a hoarding, a website, an advertisement on TV or a page for an organization on social-media (just to name a few!) - these varied media continuously and relentlessly push messages at us, each attempting to appeal to our innumerable aesthetic and utilitarian needs and wants. The same media also package messages differently to appeal to viewers in one culture versus another.
Communication design is a broad-based discipline that brings together these various design media to deliver a product, service or experience. It also identifies and creates, where required, the most efficient information transmission channels to communicate the message to the right audience. In such cases, a communication design course becomes an amalgamation of many design disciplines to address design challenges and attract the attention of the end user through ways that are comprehendible and appealing. Animation, film, graphic design, typography, photography, print media, outdoor media and user interface design can be fused together to achieve the desired outcomes of communication creation, dissemination and assimilation. The aim is to have an impact on the audience’s awareness, attitudes and behaviours and to lead them in an intended direction.
The BA (Hons) Communication Design at IIAD equips students with a range of critical, creative, technical and professional subject knowledge in varied media that groom them into informed designers for effective communication to be achieved, keeping the context in sharp focus. Animation, film, graphic design, typography, web design, photography can be mixed together to achieve the desired outcomes
It is an Atelier / studio based, research led practical design course. Students explore the subject of Communication Design through a series of practical projects addressing real design challenges, and understanding the interactions of design aspects such as technology, conservation, history, politics, culture, ideology, identity, and importantly, economics. These projects progressively become more rigorous as the students move through each studio practice within the atelier system. Their work culminates in a final project that synthesizes all prior learning and bridges the space between graduation and employment. Lectures, seminars and workshops create a framework and build the foundation for design projects. The Communication Design course is outward facing, inviting expert lecturers from industry and enabling students to collaborate on live projects. Visits and field trips are encouraged and facilitated where appropriate.
The primary objective of the Communication Design course is the cultivation of a critically informed and enquiring mind-set willing to explore creative possibilities. It is understood that this occurs within a climate of relevant contextual understanding – historical, theoretical, technical, environmental, social, political, and commercial. This is complimented with the incremental acquisition and development of core skills and knowledge. It is also understood that nurturing creativity is an intensely iterative process. This involves doing, re-doing, analysing, repeating and critiquing their work as design practitioners. Graduates, therefore, emerge as well equipped entrants in the industry, conscious of their personal position within the broad scope of this discipline and with the ability to make effective contributions.
Central to the student experience is the development of an appreciation of visual communication across the course through different media: graphic design, packaging design, books and publications (both print and electronic), advertising and promotion design, animation, film and motion graphics, gaming, web design, user interface design, interactive design, exhibition and display design and so on. The Communication Design course also helps students develop effective working practices, methodologies, design vocabularies and an understanding of materials and media appropriate to various contexts and audience. Through research, investigation, experimentation and innovation, students are encouraged to test the material and digital potential of their ideas. A range of communication and design problems are tackled, which challenge convention and embrace ‘risk’ and innovative outcomes. Each student’s personal vision is balanced with collaborative work to develop interpersonal skills across a range of self-initiated projects building awareness and confidence in articulating ideas verbally and visually.
The students have the advantage of learning in a diverse educational environment gaining from the interconnectedness among communication design, interior architecture design and fashion design, each offering potential insights and influencing the others.