Aesthetics of Visual Communications | Faculty of Technical Sciences

Subject: Aesthetics of Visual Communications (17.IGA031)

Native organizations units: Chair of Animation in Engineering

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

General information:

Category	Scientific-professional
Scientific or art field	Design
ECTS	5

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…

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

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.

Lectures, Computer Practice. Consultations.

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

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