Área de Design de Comunicação | IPCB | Bachelor Study Plan
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Bachelor Study Plan

1st Year 1st Semester

Art History I


The CU of Art History I is intended to introduce students to the knowledge of art and of its changes that takeplace over the course of history, allowing the student to observe and reflect on the importance of culturalphenomena and visual communication. Acquire theoretical and practical knowledge of History of Art.
Develop critical competence about the objects of artand its respective contextualization. Acquire the ability to utilize the knowledge of Art History and apply it in thecontext of communication Design and Audiovisual Production.The contents taught at CU, History of Art are related to the CU of Design History allowing students to get a betterunderstanding of historical time and the possible relationships between art, and the history of, design andcommunication design.



  • Introduction to History of Art and the first artistic expressions.
  • Arts of antiquity, pre-classic and classic.
  • Middle Ages: the Romanesque period and its symbolic meaning; the gothic world and architecturalinnovations. From illuminated manuscript to pictorial schools.
  • The Modern era and the culture of knowledge based on the book: The Renaissance and mannerism(reality versus ambiguity).
  • The Roma and the triumphant Baroque: the new role of the image.

Design Theory and Practice


That the student understands and be able to apply different theories and design methodologies, subdividing stage, highlighting the knowledge about the problem, the creation of ideas and the drawing of the shapes.
Explore the roles and attitudes of the designer as a creative thinker who acts in the transformation of environments located on systems that are also changing.
This course proposes to acquire skills to organize the predictable stages that lead to the design and to the development of graphic and multimedia communication design artifacts.
Knowing implement the creative mechanisms associated with the design project through different methodological paradigms and systematic heuristic and design thinking processes.
How to think visually and explore graphical form, as prototype and how to present design projects.
Critical and reflective skills about the identity and ideology of design artifacts.


      • 1. Definitions of the design concept;
      • 1.1. From Design to Communication Design;
      • 1.2. Aesthetics, Fashion, Design, Redesign, Kitsch, styling and restyling.
      • 1.3. Design, authoring and ethics.
      • 1.4. The designer as catalyst in change processes.
      • 1.5. Design thinking.
      • 2. Theories of design and project methodologies from the perspective of designers from twentieth and twenty-first century;
      • 2.1. Proposals of design methodology;
      • 2.1.1. Set or reset problems: Briefing Briefing and refinement; oriented visual search; Note; synchronic and diachronic analysis; mood boards; Case Study; focus group; transforming the request.
      • 2.1.2. Techniques and methods to stimulate the idea generation;
      • 2.1.3. Graphical representation of shapes: printing technique; simplification by leveling and accentuation; visual and formal exploration by digital and analogue means;
      • 2.1.4. Breadboarding and prototyping:
      • 2.1.5. Project presentation;
      • 2.1.6. Death of the object and second uses.
      • 3. The design for a digital world.

Design Tecnologies


That the student acquires basic knowledge in the field of tools and technologies applied to the design of communication and audiovisual, giving the student reflective capacity within project based learning, technical expertise, language and support vocabulary, as well as their training for the domain of editing tools, reproduction, image distribution and resolving communication problems.
The CU focuses on digital technologies, looking for a structural approach to the development of projective and technological skills that enable the student to perform design projects, making use of computer applications judiciously, efficiently and effectively.



1. Introduction to Computers

      • 1.1 Operating Systems
      • 1.2 Hardware and software
      • 1.3 Workflow between input and output devices

2. Formating of Image

      • 2.1 Analog Process
      • 2.2 Digital Process
      • 2.3 Color
      • 2.4 Bitmap Image
      • 2.5 Vector Image

3. Edition

      • 3.1 Image Editing
      • 3.2 Text Editing
      • 3.3 Electronic Edition
      • 3.4 Multimedia Edition
      • 3.5 New media and social networks
      • 3.6 Computer applications

4. Technologies applied to the project

      • 4.1 Workflows
      • 4.2 Technologies applied to the design project



The learning objectives are:
Be sensitive to the quality of the surroundings in finding suitable scenarios for the chosen themes;
Knowing how to explore the environment in search of creative responses to the needs of the photographer;
Know how to analyze the appropriateness of the means for the idea or specific intentions
Using accessories that allow for the enrichment of expression
Know how toexpress opinions and discuss positions on the basis of sensitivity, the experience and knowledge acquired in the field of photography;
Developing a sense of individual research in finding solutions that correspond somehow to artistic sensitivity;
Contribute to the integration of knowledge and manual skills, doing work by applying the knowledge of chosen materials and techniques, perform techniques in finding good work in the interests of accuracy, safety, economy, efficiency and hygiene to use machines, appliances, accessories and all the equipment according to the purposes for which they were designed.



      • 1. History of Photography
      • 2. Principles of photography Light the raw material photography; The human eye and photography;
      • 3. The functioning of the camera The simple machine 35mm, the A.P.S. machine (Advanced Photo System); The regulatory mechanisms – focus; opening; shutter;
      • 4. The composition of the picture: The point of view and the lighting; Lighting Orientation: Subject characteristics for shooting (shades, textures, lines, patterns, fashion, framing of shapes and lines); Techniques for improving indoor photography; Role of the photograph; Making the most of the Environment; Work on a theme / concept.
      • 5. Analog processing in the laboratory Methodologies used;
      • 6. The digital processing Basic information about digital photography; Digital captures – differences in imaging with analog and digital cameras; Main image processing programs.

Capture and Image Editing I


Use technical equipment for audiovisual production;
Recognize and use shot type, composition, positions and camera movements;
Implement lighting of scenes;
Assimilate and apply the production functions and their operating rules;
Spotting and apply the deployment stages of an audiovisual production process;
Promote the discovery of creative solutions to problem solving;
Learning the audio technologies associated with audiovisual production;
Learning the theoretical basics of video / audio editing;
Learning theoretically aesthetic options of audiovisual editing;
Conceptualize and produce audiovisual products in group;



      • The TV signal, video and audio signal;
      • Streaming audio / video signals;
      • Television systems;
      • Video formats, Video Camera: Parts of the Camera; operation;
      • Color mixing; The Lens;
      • The image pickup device;
      • Camera Setup;
      • Types of chambers Audio: Types of microphones and use;
      • Sound editor Lighting: Colorimetric;
      • Types of lighting;
      • White balance Shots: Simple shot;
      • Complex shot;
      • Continuous shot;
      • Types of shots Composition of Image;
      • Rules of composition;
      • Audiovisual grammar: identification of terminologies, languages and techniques for the relationship with the editing and montage;
      • Linear and non-linear editing for video and audio;

Communication Design


Develop students’ abilities in the use of language elements and syntax of visual communication in the context of analog and digital design artifacts by bimedia relationship between text and image. It is intended that this creative discourse be based on the communication design rhetoric, without forgetting the pragmatists and technical aspects of the messages. Apprize the creative intentionality, aesthetic and ideological of design, as a way to cultural and social reform. Encourage the autonomy of the student in project development and awareness of the need for technical expertise to meet the requirements of each project, as well as the technological, financial and human limits. Make a contribution to the design to be viewed as an intelligible information assurance, useful and in a human scale, in cultural, social and economic contexts. Development of a thought with a strategic nature through design and as graphically coherent system.



      • 1. The interdisciplinary nature of Communication Design;
      • 1.1. From the visual message to graphical signs of communication and persuasion;
      • 1.1.1. The semantics, syntactic and pragmatics in the context of visual communication;
      • 1.2. Utility, Design and Society.
      • 2. Language and visual composition;
      • 2.1. Learning how to see, to think, to question, to synthesize and to represent, to decide and to integrate;
      • 2.2. Applying the graphic principles: form, structure, scale, synthesis, contrast, proportion and hierarchy, color, interaction, movement, tension;
      • 2.3. Rhetoric, expression, style and dimensions of style.
      • 3. Design as a structuring process of global communication;
      • 3.1. The design project as a coherent graphic system;
      • 3.1.1. The design artifact suitable to the receiver profile and to the context of use;
      • 3.2. Technical development of the project according to requirements and limitations.

Language and text production in Design


Develop communication skills
Mobilizing cultural knowledge
Interpret different text types
Interact with cultures of texts and different languages
Promote reflection on issues considered by the design discipline and the course
Knowing issue opinions, discuss positions with constructive discourse and coherent
To enable students to:
the acquisition of knowledge for intercultural and communication practices;
the treatment of speeches: the written text on design to the text of the image, the symbolic to abstract;
the acquisition of linguistic, sociolinguistic, cultural, strategic, discursive and pragmatic – see beyond the linguistic curtain and justify options / views;
knowing interpret the different functions of texts: contextual, complementary, provocative, manipulative, narrative, cultural;
produce texts appropriate to the communicative purpose;
in short, to understand what surrounds them and purchase a know-how to live, act and be.



      • Oral and Written Communication
      • The Report Act
      • Verbal Communication / Verbal
      • Conversational maxims of Grice
      • Literacy and critical literacy
      • Agents and literacy agencies
      • Critical literacy models
      • Language Functions
      • Oral Code / Code Written
      • Language levels
      • Types of Language
      • Methodology for the Formulation of Scientific Papers and / or Cultural
      • Structure
      • Content organization
      • Bibliography literary text
      • Reading culture – literature as potential for social transformation: acceptance of difference, myths, imaginary, in a perspective of identity and universality.
      • Three basic books for individual work / group.
      • Text Analysis: mechanisms of cohesion, coherence, intentionality.
      • Types of text lexical field and semantic field
      • Denotation and connotation
      • Text production: generic text and text to the web
      • Technical text: descriptive documents and fact sheets; journalistic text and advertising; journals, professional publications, concepts.
      • Creative writing exercises.

Visual communication and perception


Visual Communication and Perception course unit aims to encourage the students to acquire knowledge, and develop skills, that enable them: to know the concept of visual communication, knowing the importance of visual message in the study of communication process; create visual concepts to achieve the objectives of an advertising, audiovisual or multimedia communication product; develop creative concepts from a briefing, in the context of the relationship between visual and text communication. It also provide conceptual tools to understand Gestalt approach and visual perception, understood as a dynamic and organized process.



      • 1. Visual communication; components and objectives of visual communication process;
      • 1.1 Visual message components;
      • 2. Visual communication as a creative process and its integration in communication strategy;
      • 2.1 Visual concepts and its expression in advertising, audiovisual and multimedia communication products;
      • 3. Visual communication and its relation to the text;
      • 4. Perception and cognition: interdependency of the senses;
      • 4.1 Sensation versus perception;
      • 4.2 Visual perception;
      • 4.3 Characteristics of perceptual process;
      • 5. Gestalt approach and its principles;
      • 5.1 Figure and reversibility;
      • 5.2.Perceptual learning;
      • 5.3 Shape, color, brightness;
      • 5.4 Visual hierarchy: value relations between the forms;
      • 5.5 Perceptual illusions,
      • 5.6 Colors and shapes;
      • 6. Challenges of new media: manipulated images and construction of meaning.

1st Year 2nd Semester



It is intended that students acquire concepts and typographic vocabulary and that they know the evolutionary history of the letter; That students value the optical arrangements associated with typography; that they can understand and prepare typographical compositions as visual communication element; that students have knowledge about the history and anatomy of the letter, tipometrics and stylistic classification; that have capacity to properly manage the typographic treatment in communication design projects. The student is skilled in the typeface selection meeting the project requirements in semantic, aesthetic, technical and perceptual terms. Knowledge and use of the typography capabilities in letter, word and text. Knowledge to the letter design level and adaptation, particularly in terms of legibility and readability of the letter, according to their context of use.



      • 1. Historical context of typography
      • 1.1.1. Alphabet origin;
      • 1.1.2. Formal evolution of letters
      • 1.1.3. Stylistic evolution through technique, taste and culture;
      • 1.1.4. Calligraphy;
      • 1.2. Letterpress printing;
      • 1.2.1. Digital printing;
      • 1.2.2. Main promoters of typography.
      • 2. Terminology and stylistic classification
      • 2.1. Typographic terminology;
      • 2.1.1. Anatomy of the letter;
      • 2.2. Tipometrics (characters measuring system)
      • 2.3. Typographic Classifications;
      • 3. Design, selection and use of the letter
      • 3.1. Designing the letter and dingbats;
      • 3.1.1. Elements of typographic style;
      • 3.1.2. Form and counter-form;
      • 3.1.3. Optical illusions and readability criteria;
      • 3.2. Guidelines and building grids;
      • 3.3. Typographical design methods;
      • 4. Using typography and word processing;
      • 4.1. Selecting fonts for analog and digital media;
      • 4.2. Printing on different media and contexts;
      • 4.3. The text and visual element;
      • 4.4. The page – margins and text area.

Editorial Design


Students should know the lexicon associated with editorial design and acquire the theoretical basis in the field of graphic architecture and pagination;
Provide the student with knowledge and skills that allow him to hierarchize, organize and structure the information in analogical and digital editorial communication media;
Provide the student with knowledge and skills in the fields of project methodology, allowing him to conceptualize and develop an editorial design project, implementing editorial language, word processing and pagination, articulating the various media (photography, illustration, texts, etc.).



      • 1. Principles of Editorial Design
      • 1.1 What is Editorial Design;
      • 1.2 Editorial publication – book, magazine, catalog, newspaper, website, blog;
      • 1.3 Frequency;
      • 1.4 Planning and Methodology;
      • 1.5 Digital information flows in the editorial project.
      • 2. Identity, Consistency and Usability
      • 2.1 Style and voice;
      • 2.2 Anatomy;
      • 2.3 Typologies of illustration and photographs;
      • 2.4 Typographic selection;
      • 2.5 Golden rules of graphic composition, layout and pagination grids;
      • 2.6 Style Guide.
      • 3. Formats and media
      • 3.1. The intersections between graphic production and the choice of format and colors;
      • 3.2. Material selection, technical limitations and finishing options.
      • 4. Pagination
      • 4.1. Definition of templates, master pages and styles;
      • 4.2. Organization and hierarchy of information;
      • 4.3. Text and image processing;
      • 4.4. Legibility and readability;
      • 4.5. Prototyping;
      • 4.6. Finalization of the editorial project.

Capture and Image Editing II


Learning objectives are:
Using technical equipment for audiovisual production;
Recognize and use shots, composition, camera positions and movements; Implement lighting of scenes;
Incorporate and apply the functions of production and their operating rules;
Distinguishing and applying the deployment stages of an audiovisual production process;
Discover and promote creative solutions to solve problems;
Learning the audio technologies associated with audiovisual production;
Understanding the theoretical base of video / audio editing;
Knowing theoretical aesthetical options of audiovisual montage;
Design and produce audiovisual products in-group;
Understanding opinions and discussing positions based on sensibility, the experience and knowledge acquired in the field of audio-visual production;



      • The television station.
      • Technology TV.
      • The television studio.
      • Set design for television.
      • Theory and Lighting Techniques in TV
      • Light sources and lighting equipment.
      • Safety in the television studio.
      • Practical lighting exercises.
      • Organization and audiovisual production.
      • The Director, mixer, recorder and assistant director.
      • Conducting a television show with a guest and anchor.
      • Field trip.

Interface design and usability I


Introduction to the concepts of interface, interface design and interaction.
This subject will focus on the design of interfaces and usability in the web context, since the web and web applications are a commonly used communication medium.
In parallel to the acquisition of concepts in the field of interface design and interaction, it is intended that students acquire the ability to develop interfaces based on the application of the concepts and principles taught, by following an appropriate methodological process.



      • Introduction to Interface Design
      • Which is
      • Interface Designer Role
      • Key Interface Design Processes
      • Layout
      • Information Architecture
      • Organization of the information
      • Interface Design – Process Engineering
      • Layout
      • Content Distribution Schemes
      • Basics Design Principles
      • Colors (color semantics, color schemes, etc.)
      • Typography
      • Information Architecture
      • Information structure (nodes and links)
      • Information Hierarchy
      • Visual hierarchy of information: visualization patterns, size, space and texture, typography, color and content direction
      • Information Organization
      • Schemes of organization of information into categories (exact versus ambiguous)
      • Labeling / Labels and associated challenges / difficulties
      • Navigation, Navigation Principles, and Navigation Elements
      • Interface Design – Process Engineering
      • Iterative interface design: identify, design, prototype and evaluate
      • Methodology for website design: 1. Information gathering, 2. Planning, 3. Design, 4. Development, 5. Testing and publishing, 6. Maintenance
      • Graphical representations in interface design: sketches, wireframes and mockups

Art History II


The CU of History of Art II is intended to introduce students to the knowledge of 19th & 20th century art and of its changes that take place over the course of history, allowing the student to observe and reflect on the importance of cultural phenomena and visual communication and also the impact of the industrial revolution.
Acquire theoretical and practical knowledge of 19th & 20th century Art History. Develop critical competence about the objects of art and its respective contextualization. Acquire the ability to utilize the knowledge of Art History and apply it in the context of communication DCA.
Apply knowledge of the historical perspective in understanding the cultural and visual identity of different societies, especially when it comes to DCA. The contents taught at CU are related to the CU of Design History allowing students to get a better understanding of historical time and the possible relationships between art, and the history of, design and communication design.



      • 1) 19th century
      • The romanticism. The fight against the academism and universalism
      • School of Realism and the realism of Courbet
      • The Light and color: the Impressionists and the Post-Impressionism
      • The art, indust., tec. and design: Arts & Crafts and Art Nouveau – implications in art and design
      • The emergence of a new reality of art: Cinema, Photography and Design (graphic, communication, visual, etc… The path to the technology of television
      • 2) 20th century.
      • The modernity and the artistic vanguard and its connections to the Communication Design (re)reading of front lines: Fauvism, Cubism, Expressionism, Dadaism, Surrealism
      • The artistic vanguards and the Communication Design: The Russian Constructivism, and the Bauhaus
      • 3) The post II World War and the 2ª half of the 20th century
      • The Persistence and discontinuities
      • From the Pop Art and mass culture to the universe of Op Art
      • The technologies (televison), Art and Design – International Typographical Style – in the second half of the 20th century

Composition Studies


It is fundamentally aimed at the discipline of Composition Studies to provide students with the acquisition of knowledge through an action based on the conviction that the integrated exploitation of aesthetic, scientific and technical problems will contribute to the development of skills of expression, creation and enjoyment. It is important for students to apply their knowledge to the basis of experimentation, although it is appropriately contextualized from a theoretical point of view, since it only allows one to know the behavior of materials and to experience aesthetic sensations that only the material itself allows.
– To develop the sense of individual research in the search for plastic solutions that correspond in some way to the personal artistic sensitivity.
– Contribute to the integration of knowledge and manual skills, execute projects applying the materials and techniques chosen.



      • 1 Preliminary note about the objectives of the course.
      • 2 Light and color
      • The nature and behavior of the lu
      • Anatomy and Physiology of the Eye
      • Color Perception
      • Subtractive synthesis and additive synthesis
      • Color dimensions (hue, value or brightness and saturation)
      • The expressive power and symbolic value of color
      • 3 The two-dimensional field and the spatial proportion
      • Basic structures: medium and diagonal. Dynamic and static tensions.
      • The law of the golden section
      • Symmetry and asymmetry. Balance and volume compensation.
      • Creation of similarities and counts (similarities of color, volume, form, execution and style; light contrast, color and tone, shape, size).
      • Role play or emphasizing expressive possibilities.
      • Highlight through matter.


Areas of Exploration Painting

      • | Materials and utensils
      • | Characterization of inks (pigments, binders and vehicles)
      • | Development of painting techniques a, gouache, oil, acrylic and pastel



Know materials, tools and supports; Able to identify simplified structures in two-dimensional space (2D) and three-dimensional (3D); Acquisition of knowledge about measurements, proportionality, structure, alignment directions; Acquisition of knowledge regarding the use of the line with respect to its nature, intensity and modulation structure; Acquisition of knowledge regarding the light, the shadow and its values; Know methods of representing space and volume in perspective; Identify bone and muscle structures of the human body; Acquire skills in three basic pillars of the design: observation, representation and expression; Properly use materials, tools and supports; Mastering constructive aspects, considering measurements, proportionality, structure, directions and alignments; Using methods and means to translate the three-dimensionality of objects, spaces and the human body. Using the personal and autonomous way of drawing;



      • Supports, instruments and techniques;
      • Space Perception and representation;
      • Measurement, proportion, structure, direction and alignment;
      • Line and surface;
      • Light and shadow;
      • Construction of three-dimensional reality through the sketch, sketch and study;
      • Projective systems and graphics;
      • Proportions and canons in the human body drawing;

2nd Year 1st Semester

Audiovisual graphics


The Motion Design UC aims to promote the use of various technologies and tools in Graphic development for audiovisual products.



      • Synchronous and Asynchronous Communication
      • Keyframe as a concept for temporal control unit
      • Animation and compositing graphics in video
      • Video illustration of audio segments
      • Development and exploration of concepts
      • Relationship between sound / image / concept
      • Basic notions of planning and project management
      • Strategies using various tools
      • Content planning and media

Graphic Production


That the student acquires transdisciplinary knowledge at the level of graphic production, namely:
– Provide the student with technical skills and knowledge in the field of prepress;
– Know processes and printing techniques;
– Know the means, processes and equipment of graphic production;
– Provide the student with skills in the process of quality control in graphic production;
– Empower the student to the need to know and control the entire pre and post printing process, taking into account the technical requirements of the artifact, planning and manufacturing processes;
– Prepare the student for future integration in the labor market, providing him with current knowledge and practices necessary for its development



      • 1. Budgeting
      • Definition of technical characteristics
      • 2. Originals
      • Evaluation of originals for reproduction
      • Preparing images for printing
      • 3. Artwork
      • Preparing Files for Printing
      • 4. Prepress
      • Document Imposition
      • Photoreproduction / Photomechanical
      • 5. Printing
      • Printing processes
      • Work machines, mechanisms and instruments
      • Printing Techniques
      • 6. Finishing
      • Paper, card and paper processing
      • Printed Product Finishing
      • Transformation of packaging products
      • 7. Quality Control
      • Quality Control in Prepress
      • Print Quality Control
      • Post Production Quality Control

Visual identity design


That the student knows the correct terminology related to the project of Corporate/Brand Visual Identity design, including its relationship to the brand strategy.
That the student knows the diagnostic process model and the main steps of Corporate/Brand Visual Identity design.
That the student knows how to develop visual identity projects according to the most suitable positioning to compete in the market.
That the student knows how to draw brands marks, and other stationary applications and standardization systems, which are appropriate to a program and a cultural profile of specific audiences.
Ability to perform diagnostics to Visual Identity, to define and innovate in communication strategies and design in print, audiovisual or digital media.



      • 1. Identity and Corporate Image
      • 1.1. Brand and its meanings
      • 1.2. Diagnostic Model
      • 1.2.1. Analysis of Internal and External Communication
      • 1.2.2. SWOT analysis
      • 1.2.3. Competitors Map
      • 1.2.4. Case Study
      • 1.2.5. Graphic positioning and semantic
      • 1.2.6. Audience map
      • 1.2.7. Adequacy public and graphics positions
      • 2. Identity Strategies
      • 2.1. Design management according to the company’s strategy
      • 2.2. Design, development and management of new products
      • 2.3. Scenarios of Brand
      • 2.4. Definition Media
      • 3. Identity
      • 3.1. Identity in the Corporate or brand context
      • 3.2. The (s) style (s) / theme (s) of the brand and the Corporate Visual Identity
      • 3.3. Design Brand Graphic
      • 3.4. The graphic marks in analog, audiovisual and digital
      • 3.5. Corporate Visual Identity
      • 3.6. Corporate Communication and Advertising
      • 3.7. Brand Book, Kit and Corporate Identity Manual

3D Modeling


It is intended to guide the student in modeling procedures in three dimensions, giving them the knowledge needed for modeling, visualization and basic and complex manipulation of solids in three-dimensional environment. It seeks to encourage knowledge of three-dimensional modeling techniques that allow them to progress to the realistic visualization of three-dimensional models. It seeks to encourage knowledge of procedures and techniques that are almost universal in the various specialties of the design. These applications can then be used in video, multimedia or animation of several orders.



      • Interface all menus
      • Toolbar
      • View windows of the navigation and manipulation of objects
      • Command Panel
      • Modeling of objects:
      • First phase: Introduction to 3D geometry
      • Simple primitive;
      • Primitive Complex: Introduction to the modeling of objects in 2D
      • Primitive 2D Simple
      • Modeling complements of 3D objects (cuts, unions, subtrcções, etc.);
      • Second phase: Object modeling converted to editable objects so that you can turn or move vertices, segments, Plans, Elements, exrudir, etc;
      • Transformers and modifiers
      • Objects 3D transformation
      • Modified 3D objects
      • Use chain changes
      • Material Application 3D objects: Interface of the application materials window;
      • Basic materials;
      • Mapped materials;
      • Composite materials;
      • Coordinates on objects to apply materials;
      • Lighting scenes
      • Simple lights
      • Spots and projector type lights
      • Light points
      • Sunlight and outdoor light
      • Radiosity lights

Screenplay Writing


This Course is intended to explore the narrative writing techniques to promote the development of guidelines for audiovisual products. In the end, students should be able to recognize all the phases of construction of an audiovisual script, and consequently the final draft. Know and apply the theoretical foundations of creating a story. Knowing the classical narrative structure and applies it to the script. Know and use the specificity of audiovisual writing. Devising a visual narrative using all its stages, from the idea to the final screenplay. Recognizing the importance of the characters in the creation of a script and learn to apply them in a short fiction film. Being able to analyze, critically, an audiovisual / cinematographic narrative. Being able to format a script.



      • Foundations of Poetics Aristotelians
      • The construction of story – theoretical foundations
      • The classic narrative structure and its application to the script
      • Modern parallel narratives
      • The Script:
      • * Construction method;
      • * Function;
      • * Formatting
      • * Story line
      • * Synopsis
      • * Creation and characterization of characters (protagonist, antagonist, supporting the profile of the characters, the adequacy of Character)
      • * Escaleta
      • * Structure The story, the plot
      • The dramatic conflict – the different types of conflict;
      • The scene, sequence and act
      • The dramatic curve, climax and ending
      • Different resources – Ellipses, anticipation, Suspense, surprise, flashback and flash-forward Character and dialogue.
      • Storyboard.
      • Writing exercises.
      • Writing a script for a short film.

Editing and Post Production


      • Using technical equipment for audio-visual production;
      • Distinguish and apply the stages of implementation process of an audio-visual production;
      • Promote the discovery of creative solutions for the resolution of problems;
      • Learning the theoretical basis of video / audio editing;
      • Learning theoretically esthetical options of an audio-visual montage;
      • Develop and produce audio-visual products in a group;
      • Grasp the technical and artistic resources available to editors.
      • Understanding the logic of editing for different audio-visual products.
      • Learning and producing graphics for institutional videos;
      • Using special effects programs for video;
      • Adapting soundtracks for audio-visual products.



      • Audio-visual Grammar: identification of terminologies, languages and techniques for the association with the practices of editing and montage;
      • Fundamentals of digital image;
      • Digitalizing, compression and encoding. Hardware and Software;
      • The quality of the product due to compression. Offline and online editing.
      • Methodology of non-linear editing;
      • Process of Automation in non-linear editing. Lists of digitalizing and editing;
      • Titling and special effects: introduction to post-production. Colour correction;
      • Exporting to different media

Sound laboratory


The Course of Sound Laboratory, aims to provide students with technical and aesthetic notions of audio capture, editing and post-production. Audio editing tools will be used to carry out final exercises of integration and consolidation of the acquired knowledge.



      • Pre-Production
      • The Sound in Advertising
      • Sound Landscape
      • The importance of sound in Audiovisual Production;
      • Space and time: Forms of transmission of narrative continuity.
      • Fundamentals of Sound Design
      • Digitization, compression and coding. Hardware and Software.
      • The quality of the product regarding compression.
      • Editing methodology
      • Automation processes
      • Batch Digitizing and edit lists.
      • Sound Effects: introduction to post-production.
      • Recording for different media.

Publicity and Marketing


Advertising and Marketing course unit aims to encourage the students to have knowledge, and develop skills, that enable them to know advertising and marketing concepts; know how to apply different digital tools and use digital channels in advertising and marketing field; know the different agents in advertising process and how to apply advertising creative techniques. It is also provided conceptual tools to understand the market structure and its segmentation; know consumers motivations and marketing mix explanatory variables.



      • 1.Advertising concept.
      • 2.Advertising in the context of marketing communication.
      • 3.Advertising process; advertisers; customers, communication agencies; media.
      • 4.Creative process: briefing: message positioning; Copy strategy; Creative strategy; Media strategy.
      • 5.Digital Advertising: new media, new challenge.
      • 6. Marketing concept and its evolution.
      • 7.Market: concept, structure, segmentation and target selection.
      • 8.Consumers behavior and profiles.
      • 9.Marketing mix: product, price, place and promotion.
      • 10 New communication and digital marketing paradigm; digital consumer: behavior and motivation; Digital Marketing: mobile marketing; social media.

2nd Year 2nd Semester

Interface design and usability II


This course focuses on the development of concepts and communication practices oriented interfaces design, design focused on product communication around a troubled business, through solutions on mobile platforms. In design, method is applied problem-solving methodology and association with the cultural context in visual communication strand. The project development uses various practices following the methods employed in the professional context.



  • The Interaction Design definition
  • Interaction Design Principles
  • The interaction design components
  • Interaction logic devices human – computer
  • Data entry, data types and data validation
  • The usability problems associated with the interaction design
  • Trends identification and justification of examples at the level of interaction design
  • Models of interaction and event actions
  • Web-based interactive applications design
  • Business area applications focused design
  • Usability and standards evaluation methods
  • Business models dependent problem solving creative process management

Integrated communication design


Develop student’s education and visual culture at the professional level, including the development of integrated communication design projects, including the promotion and advertising of organizations, events and products. It is intended, a special focus on developing skills in the design of posters, billboards, print, merchandising, multimedia and audiovisual supports, appropriate in form and content in view of the visual perception and the company to which they are intended.
It is the aim of this Course for the students to integrate knowledge previously acquired, including the interconnection of typefaces, techniques and methodologies that best serve the interests of the project.
As a project based course of last year, assumes that students develop the project from concept to graphic pre-production, meeting the conditions of production and implementation that are indicated.



  • 1. Design and Communication: Design as process
  • 2. Corporate Communications: Internal and External
  • 3. Advertising: Briefing; Generating ideas; creative advertising methods
  • 4. Communication strategy: Definitions; Means; planning; Production
  • 5. Project of Integrated Communication: Graphic Communication, Multimedia and Audiovisual; Design and new media

Multimedia Laboratory I


– Knowing the concepts related with web design
– Meet an author technological tool, to support the development of web sites
– Knowing effective communication multimedia processes
– Learning the basics of HTML
– Mastering the usability of the style sheets (CSS)
– Conceiving communication products of presentation (online and offline)
– Mastering a technological tool that allows to build web-based applications
– Knowing to create a web site with the use of appropriate technological tool
– Knowing to design a website, considering aspects such as pages structure, navigation alternatives, structuring contents in page or the visual aspects
– Knowing to develop a web site based on a pre-made design (done by the author or by others)
– Knowing to apply the best solutions (within the web design) to each situation
– Knowing to create appealing forms of communication and multimedia presentations



  • I. Exploration of the software environment – Adobe Dreamweaver
  • Development of projects
  • II. General Concepts
  • Headers
  • Divs
  • Templates
  • Entering text and images
  • Lists
  • Tables
  • Forms
  • Links
  • Mapped Images
  • Behaviors
  • Spry Elements
  • Ways of creating interactivity
  • III. Style Sheets (Cascading Style Sheets)
  • Usability and benefits
  • Syntax
  • Operationalization: internal and external style sheets
  • Integration of stylesheets using the program author Dreamweaver
  • IV. Design of Web Applications
  • Organization of elements (text, images, etc)
  • Organizing and structuring of the information
  • Color on the Web
  • Writing for the Web
  • Navigation alternatives

Audiovisual Laboratory I


This curricular unit has an eminently laboratory character, of experimentation and of the consolidation of knowledge and skills acquired in the previous semesters. Thus, it is intended that students consolidate, during the semester, the knowledge acquired, namely those that allow them to produce audiovisual products.
The objectives of this curricular unit are: to produce video programs from a script; to know the specificities of the fictional audiovisual narrative; capture and edit in a creative way, images that can construct an audiovisual narrative; acquire and strengthen analytical skills and critical thinking in reading audiovisual products.



The creation of audiovisual content is very extensive, but presupposes a basic knowledge that is common to all branches of the audiovisual – cinematographic language (or audiovisual, if you prefer), rules for capturing and editing. Thus, based on the acquired knowledge and the application of the same, in all the audiovisual area we intend to: reinforce the fundamental theoretical knowledge of audiovisual realization; script, and storyboard; learn how to create a production dossier; operate image capture and editing devices; produce from the specific script of the fiction film; to realize exercises of realization of films of very short duration of fiction, and, to produce a fiction film of short duration in interdisciplinary groups.

3D Animation


It is intended to guide the student in animation procedures in three dimensions, giving them the knowledge needed to animation, visualization and basic and complex manipulation of solids in three-dimensional environment. It seeks to encourage knowledge of three-dimensional animation techniques that allow them to evolve to visualize the realistic animation of three-dimensional models and animations. It seeks to encourage knowledge of procedures and techniques that are almost universal in the various specialties of the design. These applications can then be used in video, multimedia or animation of several orders.



  •  Interface of all animated menus
  • Toolbar
  • manipulation and animation of objects
  • animation Command Panel
  • First phase: Simple Animation with basic modeling commands;
  • Simple Animation of objects with complex modeling commands;
  • Character animation based on a biped and “bones” structure;
  • Particle system Animation and inherent to the same conditions;
  • Second phase: Animation of objects based on keyframes;
  • Construction of rigging and skinning;
  • CatRig System construction in various examples of characters;
  • Skinning application;
  • Camera Animation with fixed points and targets in moving objects;
  • Animation of lights and cameras in circuits with and without fixed targets;
  • Materials Animation;
  • Renders in image sequences; sequential Renders multiple cameras.

History of communication design


The UC History of Communication Design aims to introduce students to the problems and the changes of communication design throughout history, especially since the Industrial Revolution, while not ceasing to reflection preceding moments that were also important. It is important that students reinforce their expertise in understanding and reflect on the aesthetic, scientific and technical problems which occurred mainly during the nineteenth century and the first half of the twentieth century, since is during this period that we find major contributions to the development of several issues ofCommunication Design.



  • Introduction to History of Communication Design: the graphic design background.
  • 2) The typography and the book century.
  • 2.1) Forms and templates
  • 3) The centuries of transition and normalization.
  • 4) The Industrial Revolution and the importance of graphic design.
  • 4.1) Arts & Crafts andArt Nouveau – reform movements and their consequences in communication design.
  • 4.2) The poster and artistic influences in Design
  • 5) The still image to the moving image: new ways of seeing.
  • 6) Design and modernism context and vanguards.
  • 6.1) Art and Industry: theDeutscher Werkbund toBauhaus
  • 6.2) The communication design at the service of political propaganda
  • 7) The Design in the Post War period

Option: Engraving


Sharing the principle that artistic education should be based on production and appreciation, it is important that the discipline of engraving be understood as a space of experimentation, on the assumption that it will allow to know the behavior of materials and to experience aesthetic sensations that only the own material allows, and that in reflection shared in atelier will provide a better understanding of the meaning and meaning of art Thus, the integrated exploitation of aesthetic, scientific and technical problems will contribute to the development of skills for expression, creation and enjoyment.
Recognize the purpose of the various types of printing: embossed, bas-relief and planographic
To know the possible techniques for the realization of the engraving
Distinguish the final product of each technique used in engraving
To know the origin and the evolution of the artistic engraving
Be aware of the expressive qualities of each technique



Module I – Brief introduction to the history of engraving

Module II- Embossed Printing: Xylography and Lino-graphing

a) Characterization

b) Equipment, materials and utensils

c) Notching and inking

d) Printing and adjustment

Module III – Impression in low relief: Dry tip; fresh cut and etching

a) Characterization

b) Equipment, materials and utensils

c) Preparation of plates and application of funds

d) Water-ink

Module IV – Planographic printing: Lithography and Serigraphy

a) Characterization

b) Equipment, materials and utensils

c) Printing

Option: Geometry applied to design


Identify coding and standardization rules for each area of ¿¿technical design. Identify and use appropriate materials and techniques for accurate representation. Interpret and make coded graphical representations.
Identify relationships between geometry and artistic creation, and use them in the production of shapes, objects, moving images and multimedia. Identify and use the various shape representation systems. Identify and use geometric rules and procedures in artistic creation.
1st Unit – Deepen the implementation of exercises in quoted projection and double orthogonal projection. Interpret and make representations through the European method of dimensioned design. Interpret and perform axonometric representations and in knight and military perspective.
2nd Unit – Initiate students in a practical conical perspective.
3rd Unit – Identify geometric procedures and use them in graphic, audiovisual and multimedia production.



1st Unit – Technical forms representation Projection systems Double orthogonal projection method Projection method European design method Axonometries, knight and military perspective
2nd Unit – Conical perspective Introduction to the practical conical perspective
3rd Unit – Geometry and art
a) Canons and proportions
b) Gold number, golden ratio and other numbers and geometric shapes used in artistic creation
c) the geometric proportions and standard formats of audiovisual and multimedia papers and media. The diagonal of the rectangle
d) Theory of graphs, mosaics, Euler’s formula, polyhedra, trees and mesh networks. The PERT
e) Symmetry theory, Proportion theory, ruler and compass
f) Geometry, relations with ergonomics and the Psychology of Visual Perception
g) Geometry and infographics. Infographics practice and construction concept.

3rd Year 1st Semester

Interface design and usability III

The course focuses on the development of concepts and communication practices oriented Interface Design outlined in product communication, via solutions that integrate the concept of Internet of things. The course works the idea of tangible interfaces on the interfaces symbolic perspective displaying sensory interactions related to objects in the practical approach to day to day. Students work the design practice according to methods used in the present professional there place to encourage future visualization techniques next through trend analysis in the area of user experiences.



  • Usability, accessibility and innovation
  • Practices assessment development
  • interaction solutions beyond image
  • Alternative devices interaction
  • Ideation methods: mnemonic and narrative
  • Scenarios implementation
  • Rapid prototyping systems and product development.
  • Services design interaction design
  • Prototyping for integrated systems in the perspective of Service Design
  • Rapid prototyping systems and product development.
  • Interaction with other devices.
  • Prototyping for integrated systems in the design services perspective
  • Integrated prototyping systems for service design solutions

Information design


Knowing the basics, history and reference authors in the area of ¿¿information and visual communication systems.
Understand and define the operating area of information design, analyze and organize complex data, identify and apply the methodologies of design, design systems and graphic signs
Know how to analyze complex information, apply processes and develop pictograms and guidance and signaling systems.
Solve information problems and develop design projects centered on the user.



  • Visual communication: Concepts and principles, formal, structural and functional qualities;
  • Signs, codes, systems and culture;
  • Information Design: Simplification of forms;
  • Uniformity and visual system;
  • design methodologies systems and graphic signs;
  • Methods and development techniques.
  • Guidance systems and signage: Signaling;
  • Corporate signage and signage;
  • way finding Information and systems: Hierarchy and visual rhetoric;
  • Levels of information, information hierarchy and navigational structures;
  • info graphics;
  • user manuals;
  • Interfaces 2 and 3D.

Production management in communication and audiovisual design


Knowing the methodology of graphic design project, multimedia and audiovisual, from the initial idea to the writing of the script; knowing the technologies involved in an audiovisual project; knowing the technologies involved in a multimedia production; technologies in a graphic design project, understanding the pre-production phase of graphic design, audiovisual and multimedia project; establish the budget for the same; analyze, organize and manage audiovisual, graphic design and multimedia production.



  • Process management and calculation of materials using a collaborative tool.
  • Management curriculum and communication with customers.

Multimedia Laboratory II


– Consolidating the knowledge about HTML and HTML5
– Consolidating the knowledge about CSS stylesheets
– To understand communicationional approaches
– To know multimedia elements to integrate in communication systems
– Consolidate the knowledge in the Web design domain
– Consolidate the knowledge about languages for the web – HTML and CSS
– Developing the ability to create structured and appealing web sites, technologically, functionally and communicationally
– Developing informative, communicational, commercial and other elements using web-based technologies
– Creating multimedia elements to integrate it in communication systems
– knowing how to adopt the appropriate methodologies, in each case, in the development of information and communication applications
– Recognizing the achieved results, by observing the HTML code
– Defining styles in CSS, having in view to reaching a given result
– Recognizing the achieved results, by observing the CSS code



  • 1. Web Languages
  • 1.2. HTML
  • 1.3. CSS
  • 1.4. Interconnection of HTML and CSS in setting the HTML elements layout
  • 2. Exploring of new technological components
  • 2.1. Strategies for presenting content
  • 2.2. Dynamic elements
  • 2.2.1. Widgets
  • 2.2.2. Spry elements
  • 2.2.3. Customizing Widgets and Spry Elements
  • 3. Insertion of javascript functions in web pages
  • 3.1. Events
  • 3.2. Event detectors
  • 3.3. Associating javascript functions to HTML elements
  • 4. Structuration of web site, based on acquired knowledge
  • 4.1. Structure of pages
  • 4.2. Revisitation of complementary concepts (eg. color, navigation, content organization, etc.)
  • 4.3. Development of a web site

Audiovisual Laboratory II


Develop the ability to build a documentary film.
Ascertain the identification capabilities of dramatic elements that serve to build a coherent and relevant narrative.
Practical realization of a documentary.



  • Documentary/ Definition tions? The different currents
  • First the documentary? How and when is born
  • The documentary, fiction or nonfiction?
  • The documentary production as capture of Image
  • The different types of the documentary
  • The role of the documentary
  • The steps in the construction of a documentary
  • Analysis of the documentaries
  • The realization of a short documentary

Illustration and characters design


Learning Objectives Provide the student with knowledge, historical, technical and creative about this artistic practice, through the realization of individual projects exploring illustration as a language of plastic and graphic communication. Different methods of plastic representation will be explored according to the specificity and objectives of the various areas of illustration. Skills general ? Skills in the use of strategies to develop creativity and aesthetic sensibility and visual communication. ? Capacity of representation, expression, construction and communication in the artistic fields. Specific 1. Knowledge of the history of Illustration and Illustration of Contemporary Fashion. ? Ability to use the design in the creative and design process in the areas of clothing and textiles; ? Ability to use creativity through research and experimentation of artistic techniques; ? Ability to represent the naked human body and dress; ? Knowledge of Anatomy and Anthropometry.



  • Program Contents
  • Drawing in the Illustration process: line, shape and color.
  • Human body, proportions and stylization.
  • Accentuation and leveling processes.
  • The human figure dressed and accessorized.
  • Fabric representation and reproduction of prints.
  • Panorama of Illustration History

3rd Year 2nd Semester

Exhibition and Packaging Design


The specific objectives of this course is for the student to acquires knowledge in terms of malleability and characteristics of the materials to be used in packaging, promotion of products and services at point of sale; Acquire technical skills in management, budgeting, planning and execution of design projects and also the positioning of products and services; Technical skills in terms of planning, labeling, organization, storage, transportation, display and sale of goods and services, taking into account their protection and characteristics; Understanding and skills in the design and development of exhibition design (stands, displays, point of sale, promotional or display environments). Knowledge level of museology and museography.



  • Packaging and exhibition design
  • Concepts
  • Culture, positioning and market
  • Product, communication, distribution and price
  • Integrated communication
  • The package
  • Concepts
  • Labeling
  • Planning
  • Materials
  • Design
  • Production
  • Exhibitions
  • Stands, exhibitions and sale points: Concepts
  • Two-dimensional and three-dimensional design
  • Materials
  • Budgeting
  • Planning
  • Design
  • Production
  • Post production

Experimental Video


The Experimental Video Course Unit aims to provide students in a controlled environment where they will be asked to apply, integrate and build new audiovisual narratives of a more experimental nature.
The specific objectives to be achieved can be listed as follows:
– Exploring new audiovisual languages;
– Improvement of acquired knowledge;
– Promote the discovery of creative problem solving solutions;
– Consolidate and promote the interdisciplinarity of the acquired knowledge;
– Adapt the syllabus to the multimedia and audiovisual work processes;
– Team Work.



The course syllabus covers the subjects related to the use of video in the following approaches:

  • Video as support for shows
  • Editing Rhythms for Timing
  • Video Mapping
  • Graphics Rhythms
  • Development and exploration of concepts
  • Relationship between sound / image / concept
  • Project planning and management basics
  • Strategies for using the various tools
  • Content and media planning.

Entertainment Project


It is intended for the student to apply knowledge acquired throughout the course.

The objectives of this course: Design and construction of a project of animation.

Working on the basis of building a pre-script

Developing the project team.



  • Story Line;
  • Script;
  • Concept Art;
  • Storyboard;
  • Construction of scenarios and characters;
  • Recording of speech / sounds of the characters;
  • Animatic;
  • Sound recording to the sound design;
  • Post-production.
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