Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Aesthetics of Visual Communications (17.IGA031)

Native organizations units: Chair of Animation in Engineering

Type of studies	Title
Undergraduate Academic Studies	Engineering Animation (Godina: 3, Summer)

General information:

Category	Scientific-professional
Scientific or art field	Design
Interdisciplinary	Yes
ECTS	5

Educational goal:

Enabling students to appreciate, create and creatively use value judgment of the sentiment in all forms of visual communications, and especially in the media such as: sound, video/movie, multimedia, internet and virtual reality. Development of the skills for forming the judgment of aesthetic evaluation of visual impression through empathy process about categories such as: harmony, wholeness, beauty, sublimity, gracefulness, amusement…

Educational outcome:

To apply acquired knowledge in the further educational process as well as in the future professional work.

Course content:

Concept, definition and importance of aesthetics in visual communications; factors of sentiment judgment: objective and subjective, conscious and unconscious; aesthetic phenomena of bad taste: kitsch, camp and trash; universal principles of aesthetics of visual communications: rational-cognitive and principles of unconscious factors; Rationally cognitive: mathematical and geometric based on the golden section, geometric transformations etc. Principles of unconscious factors: archetypes, gestalt, immersion, 3D illusions… Aesthetics of graphics: technical aspects, the elements (line, figure, form, movement, texture and color) and principles (projection, balance, proportion, rhythm, emphasis and unity) of graphic expression; aesthetic characteristics and theories of color perceptions; types of projections and their use in visual aesthetics.

Teaching methods:

Lectures, Computer Practice. Consultations.

Literature:

Authors	Title	Year	Publisher	Language
Popkonstantinović, B.	Estetika vizualnih komunikacija	2013	Fakultet tehničkih nauka, Novi Sad	Serbian language
William C. Wees	Light Moving in Time: Studies in the Visual Aesthetics of Avant-Garde Film	1992	University of California Press	English
Jacques Maquet	The Aesthetic Experience: An Anthropologist Looks at the Visual Arts	1988	Yale University Press	English
William Lidwell, Kritina Holden, Jill Butler	Universal Principles of Design	2003	Rockport Publishers	English

Knowledge evaluation:

Course activity	Pre-examination	Obligations	Number of points
Project	Yes	Yes	30.00
Project task	Yes	Yes	15.00
Computer exercise attendance	Yes	Yes	5.00
Written part of the exam - tasks and theory	No	Yes	30.00
Project task	Yes	Yes	15.00
Lecture attendance	Yes	Yes	5.00