STUDY PROGRAMME
Design
AFAM CODE
ABTEC37
DISCIPLINARY AREA
Design methodology of visual communication
DISCIPLINARY FIELD
Brand design
CREDITS
12
APPROACH
Theoretical/project based
The purpose of this course is to investigate the link between interior design and the creation of a brand, company, or institution identity and values system in the design process of commercial and/or public spaces. The integrated didactic module provides in-depth study of the typical tools and techniques of a contemporary experience project, in the intersection among people, spaces, digital services, artificial intelligence and big data.
The total credits for this course are 12, divided as follows:
BRAND DESIGN: 8 CFA
EXPERIENCE DESIGN: 4 CFA
Successful students will be able to:
BRAND DESIGN:
Understand and process a company or commercial project brief
Examine the conceptual, theoretical and practical tools that are necessary for the development of a project linked to the identity of a company or a brand
Carry out a thorough analysis of the distinctive values of a company or a brand, of the elements that define it as compared to its competitors, as well as of its development, marketing and communication strategies
Carry out research to identify a wide reference system for personal projects
Create a consistent and precise system to represent the space, as well as the company or brand identity
EXPERIENCE DESIGN:
Develop a project from the perspective of the use that its guests will make of the space
Develop a project within service design and interaction design
BRAND DESIGN:
Elements of marketing
Brand analysis, brand strategy
Design of commercial spaces
Design of display areas
Design of graphic and visual communication systems
EXPERIENCE DESIGN:
User experience
Customer experience
Service design
Interface design
Interaction design
Big data and artificial intelligence
This is a theoretical/project based course. Over the course, the students will carry out didactic activities that are functional to achieving the learning goals, that in both modules may include:
Classroom lectures
Exercises and revisions
Field trips
Development of individual projects
Individual study and research
Use of tutorials, videos or other media tools for detailed study
The didactic modules that make the course will be assessed separately. The final grade will result from the weighted average of all marks.
BRAND DESIGN:
Assessment is based on the final project presentation and may include:
Oral exam
Complete projects
Assessed revisions or mid-term tests
Assessment criteria focus on the quality of contents, methodological consistency of the project and quality of graphic
EXPERIENCE DESIGN:
Assessment is based on a check of learnt skills and design abilities, and may include:
Oral exam
Papers
Assessed revisions or mid-term tests
Further details on specific tests can be provided by the professors during the course. Assessment criteria include commitment, active participation and personal growth of the students over the course.
Munari, B. (2017) Design e Comunicazione Visiva, Bari, Laterza.
Moggridge, B. (2007) Designing Interactions, The MIT Press.
Thackara, J. (2006) In the Bubble. Designing in a Complex World, The MIT Press.
Further bibliographic recommendations may be provided by the professors during the course. A lot of the referenced material, together with other in-depth study material, can be consulted online in MyNaba, in the Library section.
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