ADV1100  Graphic Design Principles I
3 Credits, 6 hours (1 lecture, 5 lab)

Section 7112: T/TH  2:30 – 5:00 PM | N1122

Jenna Spevack

Course Description
This foundation design and color theory course explores the basic tenets of communication design, color, and content creation, from idea development to final execution through the use of a design process.

Communication designers use the concepts explored in this course in disciplines such as advertising, graphic design, web design, illustration, broadcast design, animation, photography, and interactive media.

Course Goal
Through hands-on experiments, collaborative learning and individual projects, students will learn the language and process for design thinking, gain a solid foundation in design principles and practices, and demonstrate:

  • visual literacy and understanding of design principles and elements, such as Figure/Ground, Rhythm, Balance, Dominance/Emphasis, and Scale/Proportion, using appropriate design elements, such as Point, Line, Plane, Texture, Pattern, Grid, Value, and Color.
  • appropriate use of vocabulary to articulate ideas and concepts in a critique setting.
  • tangible realizations of their ideas using appropriate tools, applications and techniques, such as drawing, painting, collage, photography, and digital imaging.
  • a personal creative process that leads to life-long learning and a successful, inspired practice.

Teaching/Learning Methods

  • Lecture and presentation of new material.
  • Use of visual and tactile examples and hands-on assignments
  • In-class critique sessions where students collaborate in teams and critically discuss the work of their peers.
  • Individual assessment/documentation activities
  • Field trips / Museum visits
  • Creative Process Book (Sketch book) or Learning Blog

Grading Policy and Procedure
Grades will be awarded using the standard grading scale, but will be judged based upon a rubric that takes into consideration effort applied, technical understanding & creative use of resources for the completion of various assignments.

Grades will be based upon:

  • 20% Participation & Dedication
  • 70% Assignments & Experiments
  • 10% Creative Process Book / Blog

Participation & Dedication is worth 20% of total grade.

Students are asked to consider this class and others like an audition or internship. Assume that your professor and especially your peers will be in a position to offer you a job or recommend you for a great opportunity in the not too distant future. How you present yourself in class and your dedication to your work will help you achieve your career goals.

Respect for your fellow students and the professor is demonstrated by:

  • Class preparedness (completing assignments on time, bringing materials to class, checking class site for instructions)
  • Volunteering answers, asking questions, and helping other students
  • Paying attention during class demonstrations
  • Following project instructions and taking notes
  • Participating in critiques, presentations, and discussions
  • Arriving on time and staying for the full time period

If during class you are observed taking a phone call, checking email, texting, facebook or the like, or working on other projects, the full 20% will be deducted from your grade and you will be asked to leave. No warnings or second chances will be given.

Each student will present his/her work for critique for weekly review using design vocabulary.  The critique is a neutral dialog. Students will present their work and discuss the strengths and weaknesses, expressing what works and what doesn’t work in relation to the assignment guidelines. Peer responses will be given. No personal likes or dislikes are discussed without specific reference to design terminology.

Peer Presentations:
Students in groups of three may present an assigned and researched principle or element. For example: one group may research and present Balance. In preparation, students will use library resources, books, magazines, online references such as ArtStor and write and present a formal lecture on the topic to the class.

Assignments & Experiments are worth 70% of the total grade.
There will be between 5-8 major Assignments and several weekly in-class and take-home Experiments. Only assignments that strictly adhere to documented instructions and are presented in a clean, professional manner will be accepted for credit. Assignments will be collected or critiqued at the beginning of each class.

Every assignment’s creative process will be documented in your Creative Process Book (sketch book) and should demonstrate:

  1. Research or Inspiration
  2. Experimentation or Iteration
  3. Development of Skill, Craft and Voice
  4. Expression of Form, Emotions or Concepts
  5. Thoughtful Assessment (verbal and written)
  6. Significant work hours committed


Creative Process Book is worth 10% of  your grade.

The artist or designer’s Creative Process involves 1) experiencing the world (ideas, objects, people, nature), 2) interpreting this experience, 3) expressing/sharing it with others, and then… 4) sustaining the process.

All of the preparatory project work completed in this class will be assembled into a sketchbook, called a Creative Process Book. The Book itself (in its final form) will be a record of the effort and dedication you demonstrated throughout the semester. The preparatory artwork you create each week, along with research, experiments, thumbnails, written assessments and ideas, and documented hours will make up the content of the book. It will help you to develop and sustain your own creative process after you finish the course.

The Sketchbook is ONLY to be used for the Design & Color coursework. Bring the book with you each week for note taking and sketching. It will be presented to the group during each class critique.

The purpose of the Creative Process Book is to:

  • Help students develop their own creative process through careful observation, documentation, and presentation of each project.
  • Organize all the information from the class.
  • Display your individual assignments in an appropriate manner
  • Serve as a record of your learning achievements from which to expand and develop in future courses.

* NOTE: All students will be required to keep a physical sketchbook, but students may also choose to keep a Learning Blog on the OpenLab throughout the semester instead assembling and turning in their sketchbook at the end of the semester.

Attendance is required for all classes.  If a student misses a class session, it is the student’s responsibility to contact the professor or a peer and make up any work missed PRIOR to the next class meeting. Excuses are unnecessary and irrelevant.

  • Two lates equal one absence. A student is considered late if s/he arrives after attendance has been taken. If s/he arrives after attendance has been taken and is marked absent, it is the responsibility of the student to notify the teacher.
  • After two absences your final grade will drop one full grade for every absence. If you miss more than two classes there is a strong possibility that you will receive a failing grade for the semester. This policy is in accordance with the school attendance policy. Check your student handbook (page 14) for details.

If a student finds they will not be able to present or hand in a project on the scheduled day, it is their responsibility to notify the instructor PRIOR to the due date and request alternate arrangements. Points will be deducted for late assignments and missed critiques.

Academic Integrity and Expectations
You are responsible for reading, understanding and abiding by the NYC College of Technology Student Handbook, “Student Rights & Responsibilities,” section “Academic Integrity Standards.” Academic dishonesty of any type, including cheating and plagiarism is unacceptable. “Cheating” is misrepresenting another student’s efforts/work as your own. “Plagiarism” is the representation of another person’s work, words or concepts as your own.

Online Resources

Course Website
Students will refer to this website [ ] for all course content and assignments. It is the student’s responsibility to check the site before each class meeting for instructions.

The OpenLab
We will be using the OpenLab [ ] for online discussions and ePortfolio / Learning Blog work. If you have not used the OpenLab before, please make sure you create an account and sign on at least once during the first week of class to familiarize yourself. If you have questions, please ask!

Recommended Books and Articles

  1. Graphic Design: The New Basics, Ellen Lupton and Jennifer Cole Phillips, Princeton Architectural Press, 2008, ISBN-10: 1568987706
  2. Design Basics, Lauer, David and Stephen Pentak. Thomson Wadsworth, 2008.
  3. Art Fundamentals: Theory and Practice, Ocvirk, Stinson, Wigg, Bone, and Clayton. McGraw Hill, 2002
  4. Green Guide for Artists: Nontoxic Recipes, Green Art Ideas, & Resources for the Eco-Conscious Artist, Karen Michel, Quarry Books 2009, ISBN-10: 1592535186
  5. Universal Principles of Design, Lidwell, Holden & Butler, Rockport Publishers, 2003, 1-59253-007-9
  6. Designer & the Grid by Julia Thrift and Lucienne Roberts, RotoVision (February 1, 2005), ISBN-10: 2880468140
  7. Design Elements: A Graphic Style Manual, Timothy Samara, Rockport Publishers (April 1, 2007), ISBN-10: 1592532616
  8. Type, Image, Message: A Graphic Design Layout Workshop, Nancy Skolos, Tom Wedell, Rockport Publishers, 2006
  9. Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students, Ellen Lupton, Princeton Architectural Press, (September 9, 2004), ISBN-10: 1568984480Sensation and Perception, Jeremy M. Wolfe, Sinauer Associates Incorporated, 2005
  10. Digital Imaging: Essential Skills, Third Edition, Mark Galer, Les Horvat, Focal Press; 3 edition, 2005
  11. Design Thinking (Harvard Business Review) by Tim Brown. June 2008, Reprint: R0806E
  12. Visual Images: Culture and Meaning of Images, Terence Wright, Berg Publishers (October 16, 2007), ISBN-10: 1859734731, ISBN-13: 978-1859734735
  13. Principles of Design, Joshua David McClurg-Genevese, Digital Web, 2005,
  14. Elements of Design, Joshua David McClurg-Genevese, Digital Web, 2006,
  15. Principles and Elements of Design, Joshua David McClurg-Genevese, Digital Web, 2006,
  16. Color: An Investigation, Joshua David McClurg-Genevese, Digital Web, 2006,
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