work in illustration, printmaking, packaging design, advertising or typography

Graphic Communication (IGCSE Art & Design 0400)

Graphic communication is the visual language that conveys ideas, messages and information. In the 0400 syllabus students develop skills in illustration, printmaking, packaging design, advertising and typography while demonstrating research, technical ability and critical thinking that meet the assessment requirements (Component 1 – coursework, Component 2 – written exam).

1. Core Concepts

• Audience – Who receives the message and how they will interpret it.
• Purpose – Inform, persuade, entertain, brand, raise awareness, etc.
• Context – Cultural, social, commercial and environmental factors that shape design decisions.
• Visual Elements – Line, shape, colour, texture, space, form, value.
• Design Principles – Balance, contrast, emphasis, rhythm, proportion, hierarchy, unity.
• Perspective & Scale – Depth, vanishing points, relative size to organise information.
• Colour Relationships – Warm‑cool contrast, complementary, analogous, triadic, psychological impact.
• Sustainability – Material life‑cycle, recyclability, carbon footprint, ethical sourcing.

2. Research & Recording

Research must be systematic, clearly recorded and directly linked to the brief. The log provides evidence for the examiner.

Research Log (template)

Record:

• First‑hand observations (e.g., packaging on shelves, outdoor billboards).
• Secondary research (design journals, museum collections, online archives).
• Personal reflections on how each finding relates to the brief.

3. Materials & Techniques – Exploration of Media

Each project must include at least one “new” material or process. The table below summarises traditional, recycled and digital options.

4. Illustration

1. Brief analysis – Identify audience, purpose and context.
2. Mood board – Collect colour palettes, style references, cultural cues (e.g., Afro‑centric patterns for a youth brand).
3. Thumbnail studies – 5‑10 quick sketches exploring composition, perspective and scale.
4. Media selection – Choose pencil, ink, watercolor, digital tablet or mixed media; note any recycled/experimental material.
5. Refinement – Develop the strongest thumbnail, focusing on line quality, texture, visual hierarchy and colour relationships.
6. Colour application – Use a colour scheme justified by research (e.g., complementary for high impact, analogous for harmony).
7. Evaluation – Compare the final illustration with the brief, audience needs and research log; record reflections.

5. Printmaking

6. Packaging Design

1. Product & market analysis – Define target consumer, retail environment and sustainability targets.
2. Competitor & trend research – Minimalist branding, biodegradable plastics, “naked” packaging.
3. Brief writing – State dimensions, material, cost ceiling, brand values and environmental criteria.
4. Concept development – Produce 2‑D sketches and 3‑D mock‑ups (paper model, cardboard, or CAD).
5. Integration of typography & colour – Ensure legibility, brand consistency and cultural relevance.
6. Prototype & testing – Build a physical model from recycled cardboard or biodegradable PLA; test protection, opening ease and visual impact.
7. Iteration log – Record feedback, changes made, and link each iteration to the research log.

7. Advertising

1. Brief analysis – Client goal, target audience, media channel (print, digital, outdoor) and cultural context.
2. Concept generation – Brain‑storm a visual hook; produce 5‑8 thumbnail ideas.
3. Layout & grid system – Choose a column/row grid that supports hierarchy and readability.
4. Visual hierarchy – Use size, colour, contrast and placement to foreground the key message.
5. Typography selection – Choose a typeface class (serif, sans‑serif, script, display) that matches tone and medium.
6. Call‑to‑action (CTA) – Make the next step obvious (e.g., “Scan QR for 20 % off”).
7. Audience testing – Show the ad to a small sample, record responses, refine accordingly.

8. Typography

Typography arranges type to achieve legibility, readability and visual impact.

9. Historical & Contemporary Context (Syllabus Knowledge)

• Swiss Style (International Typographic Style) – Grid‑based layouts, sans‑serif type, objective communication.
• Bauhaus (1919‑1933) – Integration of art, craft and technology; geometric forms, primary colours.
• Mid‑Century Advertising – Bold illustration, hand‑drawn typography, persuasive copywriting.
• Contemporary Sustainable Branding – Recycled materials, minimal packaging, transparent supply‑chain messaging.
• Digital‑First Movements – Responsive web design, motion graphics, interactive typography.

Case‑Study Prompts (for the Research Log)

1. Analyse a classic Coca‑Cola poster (1930s): colour palette, typography, cultural context, persuasive techniques.
2. Analyse a recent sustainable packaging campaign (e.g., Lush “Naked” line): material choice, visual language, consumer values, lifecycle messaging.
3. Analyse a contemporary digital ad that uses motion typography (e.g., a TikTok brand activation): timing, hierarchy, platform‑specific constraints.

10. Process Checklist (All Five Areas)

1. Restate the brief – Define purpose, audience and context in your own words.
2. Research – Systematically record observations, sources and reflections in the Research Log.
3. Idea generation – Produce a wide range of thumbnails, mood boards and material experiments.
4. Select & justify – Choose the strongest concept; write a brief justification referencing research and design principles.
5. Review & refine (minimum two cycles) – Critically evaluate against the brief, audience expectations and the design principles; make documented revisions.
6. Develop final piece – Use appropriate media, techniques and sustainable materials; ensure accurate dimensions and professional finish.
7. Document the final work – High‑resolution photographs, labelled pages, clear digital files (if applicable).
8. Reflect & evaluate – Write a concise commentary linking research, decisions, techniques and the final outcome to the original brief.

11. Assessment Tips (Component 1 – Coursework)

• Keep the Research Log up‑to‑date; the examiner must be able to follow every decision.
• Show clear links: research → concept → selection → refinement → final work.
• Demonstrate a variety of techniques; include at least one recycled or digital process.
• Explain how each design choice meets the brief, audience expectations and cultural/social context.
• Present work neatly: labelled pages, consistent layout, high‑resolution images, clean finishes, and a typed commentary (max 500 words).

12. Suggested Diagram