Communication Design

Visual Communication

Seminar, 4.00 ECTS


Course content

Visual Analysis course teaches the students to analyze the visual content from the perspective of brand strategy, which is the dominant methodology in contemporary commercial design. Purpose of visual analysis is to enable future designers to create more effective content. It will also empower them in communication with other business members: clients, managers, investors.

Visual Analysis is both an abstract theory and a highly pragmatic practical activity, and the course includes theoretical lectures and practical exercises.

The theoretical lectures are organized in two main parts:
1) Introduction to analysis - what is analysis in general, how it is conducted, and how it is used,
2) Visual analysis method based on brand values - how to analyze the visual content from the perspective of brand strategy and competition.

The course will be based on a practical exercise which is completed after the lectures via email under the supervision of the lecturer Nikola Tosic.

Learning outcomes

Recommended or required reading and other learning resources / tools

What is strategy?, Michael E. Porter
Flawed Advice and the Management Trap, Chris Argyris
Informal Logic: A Pragmatic Approach, Doug Walton
The 22 Immutable Laws of Marketing, Al Ries & Jack Trout
Aaker on Branding: 20 Principles That Drive Success, David Aaker
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Kevin Lane Keller

Mode of delivery

Prerequisites and co-requisites

Assessment methods and criteria