Fundamentals of Communication Design ( Theory)

Meaning of Design & Communication Design
Elements of Design (Line, Shape, Size, Space, Colour, Texture, Value)
Design Principles (Optical Centre, Balance, Eye Movement, Harmony, Proportion, Emphasis, Contrast etc.)

Movable type, Type Body, Anatomy of Type,
Type Terminology - Type Font, Type Series, Type family,
Type Measurement,
Classification of Type
Basic principles of typography and its importance in design
Layout, Pre layout planning.
Layout procedure: Thumbnail sketches, Rough layout, Comprehensive layout, Page layout and Dummy layout.
Components of layout (Border, Space, Text, Illustration, Logo etc.),

Definition and Characteristics of advertising
Advertising as a powerful tool of communication.
Roles and functions of advertising (Communication, Persuasion, Education, Expansion of market, Employment, Economic growth, Stimulation of competition, Raises standard of living, freedom to press etc.
Elements of Advertising Communication
Advertising as a marketing tool.
The Marketing Communication Process
Active participants in advertising(The advertiser, the advertising agency, audience, media and vendor)

Advertising, Publicity, Sales promotion, Personal Selling and Public Relation
Differences between Advertising & Personal Selling,
Advertising & Sales Promotion,
Advertising & Publicity,
Advertising & Public Relation.

The economic aspects of advertising(Effects on consumer choices, on competition, on Distribution cost, on Production cost
The social and ethical aspects of advertising (Advertising and cultural/Moral values, Advertising as untruthful or deceptive, Advertising and children, Advertising encourages materialism, Advertisement and women etc.