Semester 1

ADCD211P – Creative Writing (39 Hours)
Design is no good without content. In this module, students will explore creative copywriting techniques to add more zing into their design. Catchy slogans, company mottos and juicy taglines are are quintessential of a good logo or magazine cover. Learn how to turn boring content into interesting reading.

ADCD212P – Print and Materials (39 Hours)
This subject focuses on the crucial stages of offset production which follows after the design approval. It provides the basic and essential understanding for designers to ensure smooth production process and defined designer’s preproduction responsibility. It also gives you the opportunity to learn different production possibilities for final printing enhancement.

ADCD213P – Packaging Forms & Graphics (39 Hours)
This subject explains the basic functions of packaging as well as its role as a marketing tool, such as expressing brand values, product differentiation, and addressing lifestyle patterns. You will learn the different types of materials and structural forms and how to construct them, the visual principles that are essential in conceptualising and designing a package, applying the aesthetic components to affect consumer choice, and to address shelf impact. In the process, you will become sensitive to environmental and legal issues in packaging and design.

ADCD224P – Book Illustration (39 Hours)
This subject explores various production ideas from the one-of-a-kind book to mass-produced books. Instruction will be given on a wide range of printing techniques which will be integrated with the projects. Studio exercises will help you discover the visual world within your own writing and find literary inspiration through drawing. Rethinking the conventions of the comic strip, for example, with the goal of finding a personal drawing style and narrative voice is the aim of this class. It covers every stage in the creation of a picture book — developing an idea and writing it; creating sequential, storytelling images; and book layout.

Semester 2

ADCD221T – Brand Identity (39 Hours)
This subject is an introduction unit to designing brand identity. It discusses strategies undertaken to create brand awareness including traditional methods and emerging trends. It looks at how branding strategies are applied in advertising and how they can combine to affect customer experience. This unit aims to provide a practical structure for the brand building process without straying too far away from reality.

ADPCD222P – Product Design (39 Hours)
This subject delves into ergonomics, environment and sustainability of designing products. It aims to provide a systematic and practical approach towards the conceptualisation and development of a product. It explores a range of design methodlogy and provides a management framework for product development.

ADCD223P – Advertising Campaign (75 Hours)
This subject continues the study of Advertising into applying conceptual thinking, methodologies, and processes in the creation of an effective advertising campaign. It emphasises the origination and generation of ideas and the crafting of creative advertising from a written strategy to a finished campaign series. Discussions extend to cover techniques in visualisation and copywriting. You will follow and undertake an intensive sequence of assignments that emphasise on analytical and rational implementation of appropriate strategies for print and the electronic media.

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