Brands, logos, posters, symbols, billboards, advertisements in the press and magazines… We are surrounded by images designed to convince us of the advantages of all types of products, which bombard us with their shapes, colors and texts from every corner of our day. a day. It is the graduates in the higher degree cycle in Printed Graphics who are trained to know the secrets of visual communication and be able to develop this type of graphic and advertising projects. To do this, they will receive for two years fundamentals related to fields as diverse as the audiovisual world and photography, the basic legal rules for their professional performance, the command of English as an almost universal language of communication, the history of art and graphic design, the most important techniques of artistic expression, and ultimately everything necessary to become competent creators of graphic and advertising images. In this way they will be able to expand the catalog of visual elements that invades us every day, but always maintaining their creativity and contributing their own and personal originality.
The students of the higher degree cycle of Printed Graphics are trained to know the secrets of visual communication and be able to develop all types of graphic and advertising projects. The design of brands and logos, the development of complete visual identities, or the creation of posters, magazines and packaging, are just some of the fields in which students of the cycle can develop their professional activity.
Distribution of teaching time
| Estructura general | Horas totales | Créditos ECTS |
| Modules taught at the educational center | 1825 | 103 |
| Practical training phase in companies, studios or workshops | 100 | 11 |
| Integrated project | 75 | 6 |
| Total | 2000 | 120 |
Time distribution of the subjects taught at the educational center
| Subjects denomination | Weekly sessions | ECTAS Credits | |
| 1st course | 2º curso | ||
| Fundamentals of representation and visual expression | 3 | – | 7 |
| Image theory | 2 | – | 5 |
| Informational media | 3 | – | 6 |
| Computer media applied to printed graphics | – | 5 | 7 |
| Photography | 2 | 2 | 5 |
| History of the graphic image | 2 | 2 | 7 |
| Typography | 3 | 2 | 7 |
| Industrial graphic production | – | 4 | 5 |
| Graphic expression techniques | 2 | 2 | 6 |
| Graphic Design Fundamentals | 3 | – | 5 |
| Printed graphics projects | 7 | 8 | 30 |
| Technical English | – | 3 | 5 |
| Training and career counseling | 3 | – | 5 |
| Initiation into business activity | – | 2 | 3 |
| Integrated project | – | – | 11 |
| Practical training phase in companies, studios or workshops | – | – | 6 |
| Total | 30 | 30 | 120 |
Subjects
– Fundamentals of representation and visual expression:
1. Configuration of two-dimensional space. Formal, expressive and symbolic elements of plastic and visual language.
2. Form and structure. Proportional elements.
3. Form and composition in two-dimensional expression.
4. Fundamentals and theory of light and color.
5. Expressive and symbolic values of color.
6. Interaction of color in creative representation.
7. Instruments, techniques and materials.
– Image theory:
1. The representation and morphological, dynamic and measurable elements of the image.
2. Identification, analysis and evaluation of the image.
3. Visual syntax.
4. The visualization of reality. Perceptual theories.
5. The sign: Expression and content. Denotation and connotation.
6. Types of signs. Properties and conventions. The signs and their values
7. significant.
8. Visual communication. The communicative process.
– Computer media / Computer media applied to printed graphics:
1. Evolution of computing and the Internet. The society of the information. Free software.
2. Operating systems. Computer, peripherals and networks, cloud computing.
3. Color systems, digitization, vectorization, OCR. Digital typography.
4. Communication between different environments. Importing and exporting files.
5. The vector image. Creation software. The work area. Drawing tools.
6. Organization of objects: layers, groupings, masks, styles.
7. The bitmap image. Software for creating, processing and managing bitmap images and digital photography. Drawing tools.
8. Digital photography. Preparation of files for distribution and output.
9. File types for distribution and output. Organization of information.
– Photography:
1. Photographic language, dimensions, purpose, particularities.
2. Photographic equipment.
3. Taking photographs. Technical, environmental and aesthetic conditions. Representation of space and time.
4. Natural and artificial light. Measurement and lighting.
5. The color in the photograph.
6. Management of photographic files. Editing and selection of photographs.
7. Processing and manipulation of images.
8. Formal and expressive treatment of photography in the field of the specialty.
9. Photographic areas.
– History of the graphic image:
1. Concept and manifestations of graphic communication. Graphic design, illustration, comics, photography: language and characteristics of each medium.
2. Manifestations and evolution of the graphic image in visual communication. The graphic product in relation to the historical-artistic context.
3. Tour of the historical, technical and aesthetic evolution of the printed image.
4. Most significant manifestations. Trends and relevant authors. Evolution of the graphic image and the printed graphic product in the different areas of graphic design.
5. Influence of current artistic trends, new technologies and the media on the formal, expressive and communicative aspects of the printed graphic image.
6. Trends, authors and current achievements in graphic images and visual communication.
– Typography:
1. The graphic evolution of communication.
2. The shape of each character. Anatomy of typographic signs. Structure.
3. The unit and the whole. The character and the typographic alphabet. Typographic character families.
4. Typographic typography and its technological environment.
5. Readability and ergonomic conditions.
6. Typesetting concepts.
7. Layout and typographic aesthetics.
8. Layout.
9. Typography in the different areas of graphic design.
10. Technical, aesthetic, semantic and functional aspects of typography.
11. The communicative and expressive value of the typographic message and the informative, identifying and persuasive possibilities of visual signs.
– Industrial graphic production:
1. Types of originals. Characteristics. Color. Direct. Four-color.
2. Preparation of files for printing. Formats and configurations.
3. Printing media.
4. Printing systems. Techniques, procedures, materials and equipment.
5. Ideal graphic originals in each printing system.
6. Monitoring and quality control in reproduction and printing procedures. Adjustments, corrections and modifications.
7. Post-printing. Finishes.
8. Budgeting. Resource Optimization.
9. New technologies in industrial reproduction and printing processes.
– Graphic expression techniques:
1. Techniques and procedures of graphic expression. Utensils, tools, materials.
2. Dry, wet, mixed graphic techniques. Fat techniques.
3. Manual printing techniques. Textures.
4. Additive techniques.
5. Digital techniques.
6. Graphic techniques in advertising from different periods. Practical and creative applications today.
7. The graphic artist’s studio. Team, organization. Documentation archiving techniques and methods.
– Fundamentals of graphic design:
1. Art, design and communication. Graphic design, areas, applications and its particularities. Design methods.
2. Communication and visual language. Semiotics. Graphic signs, typography, color, composition and image. Expressive and communicative value. Rhetorical procedures.
3. Structure of the graphic space and compositional and informative hierarchies of the visual elements depending on the message and the design scope.
4. Current graphic trends in persuasive, informative and identifying communication. Formal, technical and communicative repercussions of new technologies.
5. The graphic message and support. Significant aspects. Particularities of the printed medium. Formal and technical conditions.
– Printed graphics projects:
1. The printed image and its connection with the disciplines and fields of graphic design. Interrelationships.
2. The image and the message. Communicative dimension of the graphic message. Graphic resources. Persuasive and rhetorical procedures. Persuasive image. Credibility.
3. Graphic architecture. Information hierarchies of the message. Formal and functional coherence.
4. Projection methodologies, creative approaches. The printed graphics project. Interdisciplinarity. Specifications and definition of the message. Graphic planning and production. QA. Economic aspects of profitability and sustainability.
5. Project report and communication. Presentation and argumentation. Critical assessment.
6. Technology and software of the specialty in the processes of creation, realization and communication of the printed graphic product project.
7. Specific regulations applicable to the specialty.
– Technical English:
1. Organization of information in technical texts: indexes, titles, headings, tables, diagrams and graphs.
2. Obtaining global and specific information from conferences and speeches on specific topics and with a certain abstraction.
3. Characteristics of professional written communication. Professional correspondence. Formal structures in written texts.
4. Common formulas for starting, maintaining and ending conversations in different environments.
5. Specific terminology of the professional activity. Frequently used and idiomatic expressions in the professional field. Basic formulas for socio-professional interaction in the international arena.
6. Digital, computer and bibliographic resources, to solve comprehension problems or to search for information, ideas and opinions necessary to carry out a task.
7. Most significant socio-professional references in English-speaking countries: the press, advertising, labor relations.
8. Completion of forms and documents.
– Training and career counseling:
1. The legal framework of labor relations. Workers’ statute and specific regulation. Social Security benefits and unemployment.
2. Access systems to the world of work. The labor market: structure. Techniques and organizations that facilitate job placement. Initiatives for self-employment. Permanent training.
3. The company. Different legal models of companies and characteristics. Organization, administration and management. Legal and fiscal obligations.
4. Basic marketing concepts. The organization of production, marketing and distribution in the company. Methods of cost analysis and quality control.
5. The contract. Modalities of employment contract. Rights and obligations arising from the employment relationship. Modification, suspension and termination of the employment contract.
6. The individual entrepreneur. Procedures for starting business activity. Budgets, appraisals and billing of work.
7. Intellectual and industrial property rights. Registration of the intellectual property. Management entities: copyright and copyleft. Industrial property: industrial and artistic models and drawings. Registration and registration procedure.
8. Distinctive signs: brand, label and trade name. Transmissibility.
9. Safety and hygiene measures at work applicable to the profession.
– Initiation into business activity:
1. The businessman. Ability to be an entrepreneur. Entrepreneurial culture: skills and attitudes necessary for the exercise of the trade or profession. Innovation and creation. The development of the business idea. Criteria and principles for the creation of the company’s identity and the brands of products or services.
2. Self-employment. The Statute of Self-Employed Work and its scope of application. Common professional regime for the self-employed worker: basic professional rights. Protection of the intellectual property rights of the self-employed worker. Professional regime for economically dependent self-employed workers.
3. The design of the organization and culture of the company. Old and new forms of organization. The organizational structure of the 21st century. The culture of the company and its influence on the achievement of business objectives. The social responsibility of the company. The company as a system: study of the internal and external system. Analysis of the social climate. Strategic planning.
4. The market. Concept. Structure and delimitation of the market. The influence of macroenvironmental and microenvironmental factors on exchange relationships between company and market. Market segmentation.
5. The consumer. The human group and its typology The structure of social experience: socialization and types of orientation and relationship. Social action and the theory of rational choice. Approaches to studying purchasing behavior. Motivation, desires, perception and training. The demographic, socioeconomic and psychographic characteristics of the buyer.
6. The product. Classification. Total product characteristics. Product portfolio. The new product. The process of product diffusion and adoption. The life cycle of products. Pricing and distribution. Marketing strategies.
7. Distribution through the Internet. International harmonization of electronic commerce. Legal regime of electronic commerce in Spain. Measures for the protection of the company’s distinctive signs and intangible assets. The international resolution of conflicts regarding industrial property.
8. The services. Concept of service and typology of services. Difference between product and service. The perception of service by customers and employees. Service delivery: distribution channels. Setting the price of services.
9. The search for economic resources to start the business. The subsidies. The financial plan: cash flow forecast, the forecast income statement and the forecast balance sheet.
10. Legal forms of companies and social responsibility. The individual entrepreneur. The community of goods. Collective and limited partnership. Limited and anonymous companies. Social economy companies: cooperatives and labor societies, insertion companies.
11. Procedures for establishing a company. Procedures for establishing and starting up the activity. Advisory organizations and institutions for the start of the activity. The business one-stop shop.
12. Tax obligations. The taxes that must be paid depending on the business legal form: Personal income tax and corporate tax, registration with the Economic Activities Tax. Indirect taxes: Value Added Tax. Local taxes. The fiscal calendar. Administrative documents used in business activity.
13. Legal responsibility of the company. The legal framework of unfair competition. Violations and sanctions of social order. Civil and criminal liability derived from business activity.
– Integrative project:
1. The creation and realization of the printed graphics project. Methodology. Stages. Specifications. Conditioning. Graphic documentation.
2. Materialization of the printed graphics project until the finished product is obtained. Verifying quality control in different stages.
3. Communication, presentation and defense of the project.
– Practical training phase in companies, studios or workshops
Professional competence_
Propose and create graphic solutions to transmit messages on behalf of companies, institutions or other professionals, organizing and carrying out the different phases of the project.
Escuela de Arte Albacete 