SYNOPSES - Singapore Polytechnic

SYNOPSESperspective drawing, human figure drawingand composition, students will learn bothanalytical and inventive components of thedrawing process. Concepts and techniques ofvisual thinking, problem-solving and nonverbalcommunication will be introduced inillustration classes combining drawing practiceand critiques. Students will develop skills inany medium or style they choose, includingcomputer illustrations, and will finish the classwith a comprehensive portfolio of drawingsand illustrations.SD204ZHuman Centred DesignExplores the evolution of design and itshistorical impact on social patterns, culturalvalues and economics, leading to a criticalunderstanding of the importance of humanfactors in design endeavours. Studentswill examine and critique key milestones,personalities and works in the field, whilelearning to apply cognitive, social, culturaland physical human factors in design. Topicson ergonomic and cognitive efficiency inthe design of information, products andenvironments will help students understandkey issues on the use and reception of design,and their dynamic interactions on groupand user behaviour shaped by prevailingcultural values.SD205ZBranding Design StudioProvides students with an overview ofapplied design within real world commercialcontexts, focusing on branding and marketingessentials that empower existing products andservices. Subject clusters focus on diverse butimportant areas as the following:• Marketing and Branding Essentialsprovides students with the basicknowledge of marketing and brandingin order to fully appreciate the roleof design in an integrated marketingcommunications environment. Conceptscovered include marketing principles,segmentation, targeting and positioning;mass media and direct responseadvertising; and brand strategies in themarketing context.• Packaging Design is an extremely viablefield that combines marketing, graphics,and three-dimensional design. This topicintroduces the fundamentals ofdimensional construction whileintegrating design disciplines andprinciples. Emphasis is on the applicationof graphic design elements to varioustypes of products. Packages are analysedand positioned from a marketing pointof view. Typical assignments includefashion, food, pharmaceutical, andmass marketed products.• Visual Identity is the use of designto project a memorable graphic imageof corporations, institutions, or otherorganisations. In this topic, studentswill learn how to design or redesigncorporate identities for both existingcompanies and newly establishedbusinesses. They will explore throughvarious case studies the essential skillsrequired to design logos, marketingmaterials and advertising programmesto establish and promote a corporateidentity effectively.• Advertising & Publication Design focuseson the design of advertising andpublication with in-depth study oflayout, text, imagery and techniques thatrelate to the design of print.It emphasises the strategy, conceptformation and design direction. Studentswill create advertisements and pagelayout with visual and text component.Formats include magazines, newspapers,books, brochures, and web sitesThroughout this module studentsengage in case studies and practicaldesign assignments as appropriateto the subject matter, and createa showcase portfolio of assignmentsculminating in a final groupdesign project.SD206ZDesign Thinking 2Building upon the foundations of DesignThinking 1, this module aims to equipstudents with the necessary mind-skills tomake the transition from a personal-baseddesign orientation to that of a collaborativeand professionally oriented activity situatedwithin the larger socio-economic contextof a market-driven information economy.Students will be introduced to conceptssuch as product, client, community of use,function, form, material, style, craft, and massproduction, as they are understood and usedby designers. They will explore promotiondecisions, including personal selling andpublicity, and be given practical strategiesof successfully pitching and marketing theirworks to potential clients through interviewsor through the Internet. Students will learnhow to analyse target markets and conductmarket research.SD2301Experimental Design StudioPresents the students with an opportunityto discover and express their personal designvision through an independent project thatis unconstrained by the requirements of atraditional design project. The independentdesign project will serve not only as anavenue to exhibit their visual communicationsskills learned through earlier modules, butto discover, amplify, or transform ideas thatchallenge design boundaries. Students workclosely with tutors to come up with the designbrief for a project idea that is experimental orexplorative in nature while at the same timegenerating value, possessing a clear message,and exhibit clear thinking that supports astrong intellectual foundation.SD2302Integrated Design StudioRequires students to integrate the skills andknowledge gained throughout the entiredesign program, based on consultation withand approval by tutor and advisors. As appliedprojects for external clients are encouraged,students will be able to test their skills andunderstanding of client-designer interaction inrealistic settings.SD2303Portfolio Design & PresentationProvides students with the opportunity toconduct an intensive investigation of thedesign of a completed portfolio designedto best present their work in a highlyprofessional and visually interesting manner.At the end of the module, a final portfolioreview will be conducted by professionals inthe design field to assess students’ work.SD301ZGames Design &Development Studio 1Students are introduced to the basic skillsand vocabulary of the design process- imagination, forms, space, tectonics,structure, relationships and narrative.They are given the opportunity to developnarratives, explore notions of space andform, free associate relationships, extendtheir consciousness into the imaginarylandscape and construct abstractions inconceptual and material manifestations.Studio problems will challenge their existingpreconceptions on games – their designs,gameplay, expectations, content, structures,etc in order for them to undermine what theyalready know, and to test their creative skillsin content design with skill development andapplication in areas of sketching and drawing,visual studies and digital communication,model-making, and presentation techniques.Singapore Polytechnic Prospectus 2008/2009 317