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Design and Artwork.
Code: 209 |
Teaching Scheme
hrs/week |
Examination Scheme |
Theory |
Practical |
Theory
Marks |
Duration |
UT Marks |
Pr. Marks |
TW Marks |
2 |
4 |
80 |
3hrs |
20 |
30 |
20 |
Rationale:
A print technician should know the basic concept of design such
as aesthetic sense, decision-making discipline, innovative and
imaginative use of better life in general. Application of this
concept of design to the print medium is essential, production
of printed products must have an aesthetic appeal and it is necessary
to learn the technical means to achieve it. Awareness should be
created about interlinking between printing and non-printing media
in the context of design. After an introduction to the basic concept
of design and a broad idea of its application to print media,
it is essential to acquire specific skills and technical aspects
of design. Layout preparation, planning for the production, art-mechanical,
etc. are the aspects to be emphasized.
| Lesson
No 1: Study of Printed Products
Theory.
|
Marks |
Hours |
| 1.1 |
Concept of Printed Product
|
3 |
1 |
1.2 |
Object of Utility |
2 |
1 |
1.3 |
Communicative aspects |
2 |
1 |
1.4 |
Social context and associations |
3 |
1 |
1.5 |
Visual impact |
2 |
1 |
Lesson No 2: Collection of Printed
products
Theory.
|
Marks |
Hours |
| 2.1 |
Press Advertisement
|
3 |
1 |
2.2 |
Stationary Items: Letterhead, Visiting Card,
Envelope |
3 |
1 |
2.3 |
Magazine Layout |
3 |
1 |
2.4
|
Packaging - label, Wrapper, Carton. |
3 |
1 |
| Lesson
No 3: Design Elements
Theory.
|
Marks |
Hours |
| 3.1 |
Terms used in Design
Point, Line, Space, Shape, Mass, Texture, Pattern.
|
6 |
2 |
3.2 |
Principles of Design
Harmony, Balance, Unity, Emphasis, Size and Scale, (Proportion),
Rhythm, Variety
|
6 |
2 |
| Lesson
No 4: Typographic Elements, Type Fundamentals
Theory.
|
Marks |
Hours |
| 4.1 |
Classification of types
|
3 |
2 |
4.2 |
Type Series and Families |
2 |
1 |
4.3 |
Relation between Type-Printing Process-Paper |
2 |
1 |
4.4 |
Suitability of Type to the Subject or product
|
3 |
1 |
4.5 |
Legibility and Readability |
2 |
1 |
| Lesson
No 5 Colour Elements
Theory.
|
Marks |
Hours |
| 5.1 |
Colour Theory additive and Subtractive
|
4 |
2 |
5.2 |
Warm and Cool Colours |
2 |
2 |
5.3 |
Colour Symbolism |
2 |
1 |
5.4 |
Terms used in Colour Theory Hue,
Value, Chroma, Tint, Shade, etc.
|
3 |
2 |
5.5 |
Colour Wheel |
1 |
1 |
5.6 |
Complementary, Analogous, Monochromatic, Achromatic |
1 |
1 |
5.7 |
Selection of colours for line and halftone jobs. |
1 |
1 |
| Lesson
No 6: Layout Preparation
Theory.
|
Marks |
Hours |
| 6.1 |
Material, equipment and techniques used in the preparation
of layout and artwork.
|
3 |
2 |
6.2 |
Disposition of elements and space. |
-- |
-- |
6.3 |
Mechanical and Optical centre. |
-- |
-- |
6.4 |
Symmetrical and asymmetrical arrangement |
3 |
2 |
6.5 |
Dummy for a booklet |
-- |
-- |
6.6 |
Stages of layout |
-- |
-- |
Lesson
No 7 Art Work or Art Mechanicals
Theory.
|
Marks |
Hours |
| 7.1 |
Part of copy preparation
|
1 |
1 |
| 7.2 |
Factors to be considered --
1. Printing Process
2. Type of job
3. Economy
|
4 |
1 |
7.3 |
Types of original - Line, halftone, Colour |
1 |
- |
Lesson
No 8: Corporate Identity
Theory.
|
Marks |
Hours |
| 8.1 |
Trademark - Symbol -Logo
|
6 |
2 |
Practice
PRINCIPLES OF DESIGN
Collection and analysis of printing specimens one for each principle-
Harmony Emphasis
Variety
Unity
Balance
Rhythm
Scale/Proportion
Practice
Roman letters
26 alphabets to be drawn on graph paper with chisel edged pencil.
Study of old style proportions such as square and half square
letters, Serifs and other characteristics.
Unit system
One Roman alphabet and one Devanagari Alphabet to be drawn on
the scale of 18 units square.
The concept of unit system to be studied.
Comparative chart of Roman and Devanagari
Parts of character to be shown in both the scripts such as X height,
Ascenders, Shirorekha, 'U' kar etc.
Classification of Types
Old style, Venetian, Transitional, Modern, Decorative.
Practice
Colour wheel
Based on Munsell Colour Wheel depicting Yellow, Red Blue Artist's
Primaries, Complementary and Tertiary colours.
Colour hexagon showing RGB and CMY at the proper points of the
hexagon.
Gray Scale
A Scale of only a 4 steps -25%, 50%, 75% 100%.
1. Represented by continuous tone
2. Same tonal gradations in line
3. Same tonal values in type matter
4. Light Primaries and Printer's Primaries
R G B C M Y K
5. Gray Scale of 10 steps- computer printout.
Practice
Stages of Layout : Thumb Nails, Rough, Comprehensive.
| Author
|
Title of The Book |
Publishers Name |
F.H. Wills |
Fundamentals of layout |
1 |
Cabibi |
Copy Preparation |
1 |
Dr. G. M. Rege |
Advertising Art and Ideas |
1 |
J. Nath |
Advertising Art and Production |
1 |
B. S. Naik |
Typography of Devanagari |
a |
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