Print Communication Design Short Course
Course description
Course overview
From prestige books to corporate brochures, customer magazines and leaflets, to fashion catalogues and branded print campaigns (advertisements, posters, etc.), the same design principles of visual communication, typography, layout composition, image-making, editorial design and art direction (of photography and illustration) apply.
In this practice-based course, you will learn how to construct and style your print design and/or publication, using principally Adobe CC Software: InDesign, Illustrator and Photoshop.
The focus of the course will not, however, be solely technical but will aim to develop your design sensitivity and knowledge of best practice in editorial design, typographic layout, strong image-making and art direction.
Ultimately, the course aspires to enlighten and inform students to plan, design and produce powerful content and messages through the combinations of the printed word and image, and to design engaging printed communication and media with an audience in mind.
Who this course is for
This course is suitable for anyone interested in developing prosthetic creation skills, regardless of prior experience. Beginners are welcome, as are those looking to expand existing knowledge.
Key information
Topics covered
- Basics of typography
- Visual principles of layout design
- Visual hierarchies, typographical hierarchies, grids
- Typographic detailing
- Basic elements in editorial design
- Art direction of photography and illustration
- Building narratives through photography and/or illustration
- Exploring type, form, colour, composition, style and imagery, to express a visual tone of voice relevant to a specific audience: i.e. luxurious, trendy, dynamic, classical, etc.
- Planning and sequencing content in publications
- Print production process and techniques: scanning, colour conversion, imposition
- Preparing final artworks for professional printing
- Choosing and specifying paper, card, colour and materials specifications
- Basic print techniques, special print finishes and binding
- Special print techniques (e.g. special Pantone inks), special print finishes (e.g. types of varnishes) and binding (types of binding)
- Print management: design and production phases, scheduling, liaising with printers
Learning outcomes
- Create a print communication design for yourself, or your personal business
- Acquire a clear understanding about the whole process of graphic design as applied to print design (brochures, catalogues, books, posters, etc.)
- Learn the visual principles behind successful and powerful layout and composition that are communicative to their target audience and effective in engaging them
- Develop sensitivity and knowledge of effective use of typography and art direction in print communication
- Learn about preparing press-ready final artwork for printers
- Gain a good understanding of print production professional processes
- Learn about adding creativity with special print techniques, finishes and binding
- Digital badge and certificate of attendance
Materials
- Pen
- Pencil
- Rubber
- Sketchbook or notebook
- USB stick or access to equivalent cloud storage
- Laptop (recommended)
IMPORTANT - Adobe ID Login for Short Course Students
Students will need to create an account with Adobe (unless you already have one) to access the Adobe suite at the college - instructions are included below. You will need to use a personal email address to create this. If you already have an account with Adobe, please make sure you bring your login details with you on the first day of the course.
Please note:
- The software will only be accessible when logged into a UAL networked computer
- The same account can be used outside of the University, but software will only be accessible through a personal paid subscription that students will need to set up independently
- You can still create an account on the day but doing this beforehand will save time and avoid delays to the start of the class
- If you already have an Adobe ID/ subscription you can use this on your short course rather than setting up a new account
During this course you may be using Adobe Photoshop. If you do not already have Photoshop, you can sign up for a free 7-day trial of Adobe Creative Cloud. Please note a credit card is required to register for the free trial. The subscription must be cancelled on the date provided by Adobe if you do not wish to continue into a paid account.
To create an account students will need to:
- Go to Adobe Sign in page
- Select 'Create an account'
- Enter your details and select 'Create account'
Tutor
Marc Wood
After graduating in 1988 from Central Saint Martins, Marc Wood worked at the UK's top agencies and consultancies including: Gary Rowlands Associates, Lewis Moberly, Michael Peters Group, Coley Porter Bell, Peter Saville Associates, Pentagram, Conran Design, Luxon-Carra and Contra, where he was creative director of a 110 people-strong global integrated creative agency.
Since 2004, Marc Wood has been running a small boutique brand consultancy specialising in brand identity creation , implementation and brand management. In the course of his career, Marc Wood has designed and managed branding and design projects for a large variety of international clients, in various fields of industry-from commercial brands to cultural bodies and corporate institutions-including, to name just a few: Nokia, Nokia Siemens Networks, Bosch-Siemens, Aer Lingus, EMI Classical, Marks & Spencers, Philips, Sega, Alessi, Bowers & Wilkins, Thermos, Smithkline-Beecham, Cummins, Wärtsilä, M-Real, Kone, Coopers & Lybrand, Pilcher Hershman, Strutt & Parker, Factory communications, (French) Ministère de la Culture, Storm Model Agency, Wagamama, Warner Chappell, Warner Music, Yohji Yamamoto, London Fashion Week, Jil Sander, SCP, London Designer Show, Native Design.
Marc Wood's approach centres around the creation of unique brand languages, original brand realms which convey the essence, express the personality and communicate the values and vision of the clients' brands, be they products or institutions. Marc Wood's practice strives to discover new ways to communicate identity, applying branding concepts on an array of media and touch-points to engage audiences, and exploring the new interactive possibilities of new technology to keep the conversation going.
Marc Wood has also been a senior Associate Lecturer at Central Saint Martin's, University of the Arts London, since 1995. In his teaching, Marc's focus lies in re-appraising and questioning the nature and experience of visual identity and branding, and in pushing the boundaries of branding beyond its current remits of practice.
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