Visual Communication- Lecture 1 Intro, Science of Seeing

Introduction to Visual Comms

1. Visual COMMUNICATION Visual Communication 1 An Introduction Wasif Hussain LSE

2. Founder CHACMAC Visiting Lecturer PIFD, Lahore Design Director ALRUG, Lahore Research Asst. DANISH TM, Kolding Design Head Zara Shahjahan , Lahore Art Director Joynture Wall St. NYC Associate Director NGS Creations Lahore EXPERIENCE Designer Off Road Studios, Lahore Creative Lead Wayon , Lahore Assistant Director iD Creations, Lahore EDUCATION MFA Industrial Design Design School Kolding, Kolding, Denmark BFA Majoring in Sculpture National College of Art, Lahore, Pakistan EXPERIENCE Present Present 2016-Present 2017 2015 2014-15 2014 2013 2013 2011 2018 2012 WASIF HUSSAIN

3. What is Visual Communication?

4. God of the Moon, Sin He is commonly designated as En-zu “Lord of Fertility and God of the moon.”

5. Female Diety & Two Tiers Indus Valley He is commonly designated as En-zu “Lord of Fertility and God of the moon.”

6. Dholavira Signboard Symbols form Indus Valley Civilization ruins in Gujrat.

7. Visual Communication The visual culture & visual language Environmental : Nature & production of nature. The materials of visual construction Cultural : Myth & Rituals. Religion Symbols & Signs: Local & Universal Body Language: Face, Eyes, Hands, Gestures, Posture, Gender Visual & Performing Arts: Painting , Sculpture, TV, Film, Dance, Theatre Technology: Machines, Social media Design: Textile, Product, Graphic, Multimedia Architecture & Everyday objects

8. Key Concepts 01 Introduction What is? 02 Science of Seeing Optics , Color , Cognition (3 Brain Systems) 03 History Origins & The Need to Represent 04 Signs, Symbols, Space One day however a small line of blind text 05 Archetypes Most used Iconic images 06 Course Structure Outline, Structure / Divisions 07 Marking Brief Class Rules

9. Perception

10. Worm’s Eye Bird’s Eye

11. Fish Eye

12. Perception

13. Forced Perspective

14. This is a left to right conflict. The right side of your brain tries to say the color while the left insists on reading the word. Look at the words below from left to right. Say out loud the  COLOUR  not the word.

15. Optics

16. Visual Spectrum

17. Triune Brain

18. Three part Brain System or the Triune System is vastly used in Sales and Marketing field.

19. Why it is relevant to you?

20. ‘ If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words .’ “ Cicero

21. COURSE DIVISIONS 01 What is? History Science of Seeing Signs, Symbols, Space Archetypes 02 MEDIUMS, MESSAGE & DESIGN Traditional & Modern Design Principals Design Elements Audience & Needs Image / Meaning 03 LOCALISATION OF VISUAL COMMUNICATION Pakistani Elements Ethics & Social Responsibility Advertising 04 CONTEMPORARY & BEYOND Digital Phygital Devices Immersive & VR / AR Holograms INTRODUCTION & BACKGROUND

22. HISTORY SCIENCE DESIGN SOCIAL RELEVANCE ECONOMIC BENEFITS CURRENT & FUTURE PATHS Course Comprises of:

23. Grading Attendance 10 % CP 10% Quiz, projects & assignments 30% Mid term exam 20% Final exam 30 % Note 1. You will be assigned groups for the whole semester. 2. Coming late to class twice will be marked as one absence . 3. Mobile phone use in class is strictly prohibited. Instructor: Wasif Hussain Contact : [email protected]

24. THANK YOU For The Attention