01. Design basics
Graphics and design, What is graphic design, Design disciplines, Communication design, Signs and language, Sign systems, Visual communication, Semiotics, Visual language, Representation and dissemination media, Signs and codes, Image or text, Perspectives, Media design, Visual perception, Constancy phenomena, Principles of perception, Gestalt laws, Visual illusions, forms and elements, form and design, basic visual forms, basic visual elements, proportions, golden ratio, visual weighting, symmetry-asymmetry, optical center, professional practice in graphic design, design processes, visualizing ideas, design phases, working materials, optimizing the workplace, practical exercises, monthly task.
02. Color and color systems
Color and perception, color names, color constancy, black and white color, color and effect, color and culture, color theory, color circles, psychological color effects, complementary colors, hue-saturation-brightness, color contrasts, color harmonies, color in graphic design, color use, color and legibility, color and advertising, Color in visual communication, color management, color conventions, color design strategies, color systems and color spaces (RGB, CMYK, CIE-Lab), color systems, color and device profiles, color profiles, special colors (Pantone, HKS, RAL), colors on the Internet, colors in print, color palettes, practical exercises, monthly task.
03. Image, image processing and photography
Images and perception, images and effect, images and reality, images and power, images and advertising, images in graphic design, image composition, image selection, image sizes, cropping and cropping, image styles, image manipulation, photomontage, advertising and reality, telling stories with images, images and metaphors, authenticity, artificial intelligence (AI) and images, AI image generators, recognizing AI-generated images, image management, image search, image databases, backups, photography in graphic design, photo design, Photography and media, color photography, black and white photography, perspectives in photography, taking photos yourself, image composition, rule of thirds, photo shoot, creative photography, photo pool, photo management, image editing, editing steps, working with layers, cropping, cropping, working with filters, effects and stylistic devices, image resolutions, color depth, vectors (PDF, EPS, SVG) and pixel graphics (TIFF, JPG, PNG, RAW), scanning for screen and print, resolutions, file formats, practical exercises, monthly task.
04. Typography and typeface
Development of type, type and effect, lead typesetting/digital typesetting, legibility criteria, legible design, reading styles, rules of thumb, font classifications (DIN standard), foreign fonts, computer fonts, font anatomy, font families, font styles/fonts, typefaces, font sizes, mixing fonts, the most important fonts for the graphic designer, Helvetica film documentation, typography in design, typography and graphic design, typography and color, typography and advertising, typography and calligraphy, typography and rules, typography as a visual lecture, detailed typography, macro typography, typography and logos, creative typography, font licenses and font management, typographic tips, practical exercises, monthly task.
05. Signs, pictograms and icons
Signs and development, signs and culture, signs and power, signs and semiotics, sign systems, sign classifications, symbol signs, signal signs, information signs, trademarks, pictorial signs, pictograms, pictograms and graphic design, pictograms and effect, international pictograms, creating pictograms, Display areas and types, Conception of pictograms, Orientation systems/signage, ADV, Lufthansa, Deutsche Bahn, Information signs, Traffic signs, Warning and prohibition signs, Icons, Icons and screen design, Icons and uniqueness, Creating icons, Icons and websites, Licenses and administration, Practical exercises, Monthly task.
06. Layout and editorial design
Format, DIN standard formats, grids, design grids, multi-column grids, modular grids, which grid for which design, paper, type area, type area constructions, page elements, margins, inside pages, image design, designing layouts, raw layout, final layout, prototypes, page plan, text and image ratio, layout styles, dynamics and contrast, layout tips, magazine design, Magazine layout, title logo, claims, newspaper design, trade magazines, customer magazines, editing, pilot issue, magazine analysis, magazine cover, editorial, headlines, leads, redesign, ad design (U1-U4), book design, book cover, poster design, brochures, flyers, print production, DTP, offset printing, digital printing, prepress, proof, PDF export, practical exercises, monthly task.
07. Logo design
Logos and trademarks, Historical overview and context, Basic forms, What is a logo? Tasks of the logo, word marks, figurative marks, trademark drawing, figurative marks, word marks, letter marks, numerical marks, trademark protection, international trademarks (IR trademark), analyses of logos, basic structure of the logo, shapes of the logo, formats and positions of the logo, logos and colors, designing logos, tools, Conciseness, reduction, environmental layout, aids, evaluating logos, criteria, format, eye-catcher, recognizability, originality, legibility, form quality, signets, logotypes, redesigns, figures and motifs, key visuals, claims, effects, analyses, redesigns, development, practical exercises, monthly task.
08. Corporate Design
Image, credibility, corporate design, tasks of corporate design, goals of corporate design, the first impression, basic elements, the three goals of corporate design, basic elements, corporate logo, corporate typography, corporate picture, corporate color, corporate pictograms, corporate architecture, corporate fashion, corporate publishing, basic rules, design concept, analysis and development of a corporate design, business stationery (letterhead, business cards, etc.), legal regulations, corporate identity (CI), CI process, CI goals, CI control, CI_instruments, corporate communication (CC), corporate behavior (CB), corporate identity (CI), corporate language (CI), CI_instruments, corporate design (CI). ), legal regulations, corporate identity (CI), CI process, CI objectives, CI management, CI instruments, corporate communication (CC), corporate behavior (CB), corporate language (CL), corporate design manual, corporate sounds, audio branding, design guidelines, best practice: Lufthansa, naming, branding, brand development, brand protection, redesigns, practical exercises, monthly task.
09. Marketing and advertising
How does advertising work? Marketing and graphic design, graphic design as an economic factor, marketing tools (KISS, AIDA, GIULIA), marketing terms, marketing basics, customer relationship management, marketing mix, marketing areas, direct marketing, service marketing, gender marketing, city marketing, guerrilla marketing, marketing tricks, marketing mechanisms, marketing principles, marketing knowledge, appeal categories, Target group-oriented design, social media channels, creating designs for social media posts and stories, design for newsletters, designing ads, ads and posters, ad campaigns, ad analyses, ad design, ad structure, ad formats, ad business, adbusting, product placement, flyer design, banner design, newsletters, authenticity, claims/slogans, practical exercises, monthly task.
10. Screen und Interfacedesign
Screen design, intuition, clarity, conventions, credibility, graphic design and web design, design and coding, conceptualizing and designing websites, guidelines, structure, layout, basic elements, navigation, menu, start page, media elements, details, do's and don'ts, guidelines (User Experience Guidelines, Progressive Disclosure, Consistence, Clear Path to Completion, Good Memory, Minimal Input, Immediate Feedback, Form follows Function, Speaking the User's Language), format selection, overview, technology, HTML basics, CSS basics, home page, subpages, search engine optimization, content, usability, digital advertising, banner design, interface design, mobile devices, microsites, practical exercises, monthly task.
11. Design management
Graphic design and management, self-marketing, attracting attention, generating jobs, winning clients, fee negotiations, competition, competitions, project planning, briefing, re-briefing, de-briefing, research and conception, presentation of creative services, the art of self-presentation, the secret of the portfolio, components, job interviews, time management, priorities, workplace, multitasking, file management, copyright, rights of use, your own design studio, bundling creativity, practical exercises, monthly task.
12. Design history and final project
Design history: Arts and Crafts, Jugendstil (Art Nouveau), Vienna Secession, De Stijl, Suprematism, Constructivism, Bauhaus, New Typography
Final project: Realization of an independent graphic design project from A-Z. Conception, research, management, support, realization.
