Module Overview

Visual Design Fundamentals

This module seeks to introduce students to a fundamental understanding of the elements and principles of graphic design. Students will develop their experimentation with, and application of form, space, image, type and colour to communicate ideas and message with clarity.


Module Code

DMED H2029

ECTS Credits


*Curricular information is subject to change



Elements of Design

Point, Line, Surface, Volume, Shape, Form & Space - The Shape of Space, Whitespace, Active, Passive, Positive & Negative space.

Principles of Design

Balance, Emphasis, Rhythm, Unity, Contrast, Gestalt (Proximity, Similarity, Closure, Continuity, Figure & Ground).


Colour Physics, The Theory of Colour, Colour Schemes, Hue, Saturation, Shades, Tint, Value, Colour & Perception, Spacial Effects of Colours.


Font Technology, Typeface Anatomy, Typeface classifications, Selecting The Right Type for the Right Job, Legibility & Readability, Formatting Type and Typographic Illustration.

Digital Design Techniques

Bézier Paths, Controlling Text, Typographic Illustration, Typeface Design, Colors, Swatches and Gradients, Managing Transparency, Preparing Files for Print, Grid Layouts, Working With Graphics & Text, Multi-page Documents,

Modernist Design History

Paul Rand, Saul Bass, Milton Glaser, Bradbury Thompson, Herb Lubalin, Massimo Vignelli.

Lectures and Labs 


Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100