show awareness of current and historical design processes and concepts

Graphic Communication – IGCSE Art & Design (0400)

Learning Objective

Students will demonstrate a thorough awareness of both historical and contemporary design processes, concepts, media and technologies used in graphic communication. They will be able to research, record, plan, create, evaluate and reflect on visual solutions that respond to a brief, an identified audience and any practical constraints.

1. Research & Recording

1.1 Types of Research

• First‑hand research – site visits, interviews, photography, sketch‑books, mood‑boards.
• Secondary research – books, journals, online archives, museum collections, design blogs, advertising catalogues.

1.2 Organising Visual Information

Use the Research‑Organising Worksheet (see below) to select, give context to and organise the information exactly as the Cambridge syllabus states.

1.3 Recording Observations

• Annotated sketches (include scale, perspective notes, material notes).
• Colour swatches with Pantone / CMYK values.
• Reference sheets with full citations (author, title, date, URL, accessed date).

1.4 Audience Analysis Checklist

• Age, gender, cultural background.
• Interests, values, reading level.
• Media habits (print, web, mobile, social).
• Specific needs or problems to solve.

2. Historical Overview – Key Movements & Processes

Understanding past practices provides a foundation for innovative contemporary work.

3. Media & Techniques – Full List

3.1 Core Media (required by the syllabus)

• Illustration (hand‑drawn, digital)
• Printmaking (linocut, screen‑print, lithography, letterpress)
• Typography (type design, layout, hand‑lettering)
• Packaging design (die‑cut, mock‑up, branding)
• Advertising design (posters, flyers, digital ads)

3.2 Contemporary & Emerging Media

• Vector illustration (Illustrator, Affinity Designer)
• Raster editing (Photoshop, GIMP)
• 3‑D modelling for packaging or environmental graphics (Cinema 4D, Fusion 360)
• Motion graphics (After Effects, Blender)
• AR/VR prototypes (Unity, Adobe Aero)
• Laser‑cutting and CNC routing (preparing vector files, material safety)

3.3 Packaging & Advertising – Quick‑Look Process

1. Brief analysis – target market, product positioning, sustainability goals.
2. Research – competitor packaging, material options, regulatory requirements.
3. Concept sketches – 3‑point perspective box, die‑cut mock‑up.
4. Digital layout – Illustrator file set to CMYK, include bleed (3 mm) and trim marks.
5. Prototype – print on selected paper, test fold, evaluate colour accuracy.
6. Final production – generate PDF/X‑1a, embed ICC profile, confirm spot‑colour (Pantone) usage.

4. Skills & Techniques – Perspective, Scale & Colour Relationships

4.1 Perspective & Scale Activity

Task: Create a poster that places a typographic headline within a two‑point perspective grid.

• Set up a 2‑point perspective in Illustrator or on paper.
• Choose a real‑world object (e.g., a street sign) as a scale reference.
• Apply vanishing points to the headline, ensuring consistent foreshortening.
• Annotate the sketch with scale ratios (e.g., 1 cm = 5 m) and perspective lines.
• Reflect on how perspective influences hierarchy and readability.

4.2 Colour Relationships

• Use the colour‑wheel to create complementary, analogous and triadic schemes.
• Record Pantone or CMYK values for each colour used.
• Explain the psychological impact of the chosen scheme in the design rationale.

5. Contemporary Design Process (Iterative)

1. Research & Briefing
   • Define purpose, audience, constraints (budget, size, production method, sustainability).
   • Complete the Research‑Organising Worksheet and a brief‑analysis worksheet.
2. Concept Development
   • Rapid sketching, mind‑maps, physical or digital mood‑boards.
   • Generate at least three divergent ideas; annotate strengths/weaknesses.
3. Medium & Technique Exploration
   • Traditional: pen & ink, watercolour, collage, screen‑printing, letterpress.
   • Digital: vector (Illustrator), raster (Photoshop), layout (InDesign).
   • Emerging: motion graphics (After Effects), AR/VR prototypes, 3‑D mock‑ups.
4. Production
   • Set colour mode (CMYK for print, RGB for screen) and resolution (≥300 dpi print, 72 dpi web).
   • Apply grid systems, golden‑ratio $\phi = \frac{1+\sqrt{5}}{2}$, and visual hierarchy.
   • Prepare files with bleed, trim marks, embed or outline fonts.
5. Testing, Evaluation & Refinement
   • Produce prototypes (print mock‑up, interactive web demo, AR preview).
   • Gather feedback from peers, teacher or target users.
   • Complete the Evaluation & Reflection Checklist and revise.
6. Final Presentation
   • Print – proof colour accuracy with a calibrated monitor, choose sustainable paper.
   • Digital – optimise file size, create responsive versions, export for web or app.

6. Core Design Concepts & Glossary

• Visual Language – symbolism, iconography, semiotics; how images convey meaning.
• Typography
  • Typeface classifications (serif, sans‑serif, script, display).
  • Hierarchy – size, weight, colour to guide reading order.
  • Kerning, tracking, leading – definitions and when to adjust.
  • Readability vs. legibility.
• Colour Theory
  • Colour wheel, primary/secondary/tertiary.
  • Harmony schemes – complementary, analogous, triadic, split‑complementary.
  • Psychological impact – warm vs. cool.
  • Models – RGB (additive), CMYK (subtractive), Pantone/spot colours.
• Layout & Grid Systems
  • Column, modular and baseline grids.
  • Margins, gutters, white‑space for balance.
  • Golden ratio $\phi$ for proportionate composition.
• Brand Identity
  • Logo development, colour palette, typographic system, visual guidelines.
  • Consistency across print, web and packaging.
• Problem‑Solving & Constraints
  • Budget, production method, material choice, environmental impact, time limits.
  • How each constraint influences design decisions.

7. Sustainable & Ethical Design

• Use recycled or FSC‑certified paper; eco‑friendly inks (soy, vegetable‑based).
• Design for longevity – timeless typography, modular systems.
• Consider the life‑cycle: digital‑first strategies, end‑of‑life recycling, carbon‑footprint of print runs.

8. Technology & Specialist Equipment Awareness

• Vector‑based CAD tools (Illustrator, CorelDRAW) for precision layout and packaging mock‑ups.
• Laser cutter basics – preparing vector files, material safety, creating die‑cuts or 3‑D prototypes.
• 3‑D modelling for packaging or environmental graphics (Cinema 4D, Fusion 360).
• File‑preparation software – Adobe Acrobat for PDF/X‑1a, preflight checks, ICC profile embedding.

9. Comparative Table – Historical vs. Contemporary Practices

10. Evaluation & Reflection Checklist (for students)

1. Did the final design meet the brief’s purpose and audience requirements?
2. How effectively were the chosen media and techniques used?
3. Are colour, typography and layout decisions justified with theory?
4. What constraints (budget, size, material, time) influenced the solution?
5. How was feedback incorporated and what improvements resulted?
6. What sustainable choices were made and why?
7. Identify one technical term used correctly (e.g., kerning, leading, CMYK) and explain its relevance.

11. Case Study Examples

• Historical – 1925 Bauhaus poster by Herbert Bayer: geometric sans‑serif, asymmetrical grid, primary colours to convey modernist ideals.
• Contemporary – 2023 sustainable‑fashion branding: hand‑drawn botanical illustration digitised, animated for Instagram Stories, printed on 100 % recycled paper with soy‑based inks.
• Emerging Tech – 2024 AR museum guide: vector icons designed in Illustrator, exported to Unity for interactive overlay, tested on iOS/Android devices.

12. Classroom Activities

1. Research & Re‑creation – Analyse a vintage Art Nouveau poster, record visual research, then recreate its layout using both hand‑cut collage and Adobe Illustrator.
2. Brand‑Identity Brief – Produce a logo, colour palette, typographic hierarchy and a one‑page brand guideline for a fictitious start‑up, including a sustainability statement.
3. Colour‑Psychology Experiment – Design three flyers (charity, sports event, luxury product) each targeting a different emotional response; test reactions with peers and record findings.
4. Grid Comparison – Deconstruct a 1950s magazine spread and a modern responsive website homepage, map their column structures, and discuss the impact on readability.
5. Material Exploration – Create a small poster using screen‑printing on recycled paper, then produce a digital version; compare process, cost, and visual impact.
6. Perspective & Scale Activity (see Section 4.1) – Apply two‑point perspective to a typographic headline and annotate scale relationships.

13. Assessment Suggestions

• Portfolio Task – Design an 8‑page brochure that integrates:
  • Historical research (mood‑board, annotated references).
  • Contemporary execution (digital layout, colour proof, sustainable material choice).
  • Written reflection (≈300 words) on how the design process has evolved from hand‑crafted to digital workflows.
• Written Reflection – Discuss the influence of at least two historical movements on the final design, citing specific techniques.
• Oral Presentation – Explain typographic and colour decisions, linking them to audience analysis, constraints and sustainability considerations.
• Technical Quiz – Test knowledge of specialist terminology (kerning, leading, tracking, CMYK, Pantone, ICC profile, bleed, trim).