Design & Digital Media–II

Course Type	Course Code	No. Of Credits
Discipline Core	SCC1VA115	2

Programme Coordinator: Dr. Kshama Divedi

1. Does the course connect to, build on or overlap with any other courses offered in AUD?

This course does not exist in a vacuum. Because AUD values interdisciplinary education—particularly through the School of Design (SoD) and the School of Culture and Creative Expressions (SCCE)—this course directly connects to, builds on, and overlaps with several other key offerings across the university.

2. Specific requirements on the part of students who can be admitted to this course: None (Pre-requisites; prior knowledge level; any others – please specify) None.

The course is intended for first-year undergraduate students enrolled in the Bachelor of Visual Art programme. No prior knowledge of design software or digital media is required.

3. No. of students to be admitted (with justification if lower than usual cohort size is proposed):

Usual cohort size as approved for the Bachelor of Visual Arts (BVA) programme.

4. Course scheduling (semester; semester-long/half-semester course; workshop mode; seminar mode; any other – please specify):

Semester-long, Mode: Studio-based Theory Digital Lab Sessions

5. How does the course link with the vision of AUD?

The course reflects the vision of Ambedkar University Delhi by encouraging creativity, critical inquiry and interdisciplinary learning. Through theoretical understanding and practical engagement with relief printmaking, students develop technical competence, creative expression and sensitivity towards visual culture, supporting reflective and inclusive learning.

6.How does the course link with the specific programme(s) where it is being offered?

The course is an integral component of the (BVA) programme. It complements the studio-based learning in Painting, Sculpture, Printmaking, and Applied Arts by introducing students to the principles of visual communication and contemporary digital tools. The course strengthens students' understanding of design elements, typography, layout, colour, image manipulation, and digital illustration while encouraging creative problem-solving.

Course Description:

Design & Digital Media–I is a foundation practical course that introduces students to the basic principles of design and digital media. The course focuses on two-dimensional and three-dimensional design using geometric forms, simple materials, and digital tools. Students explore visual organization, spatial relationships, creativity, and problem-solving through studio practice and digital applications. The course also introduces AI-assisted creative tools and encourages experimentation, sustainability, and innovative visual thinking, providing a strong foundation for advanced studies in design and digital arts

Course Objectives:

After completing this course, students will be able to:

Develop advanced design compositions using visual design principles.
Apply design concepts to practical projects such as posters and cards.
Create nature-based motifs, repeat patterns, and abstract designs.
Develop an understanding of visual communication through applied design.
Acquire fundamental skills in digital tools and techniques for creative design.
Integrate traditional design knowledge with contemporary digital media practices.

Course Outcomes: At the end of the course students will be able to:

CO1	Create dynamic visual compositions using advanced design principles.
CO2	Design effective visual communication materials such as posters and greeting cards.
CO3	Develop original motifs and repeat patterns inspired by natural and abstract forms..
CO4	Apply colour, layout, typography, and composition effectively in design projects.
CO5	Demonstrate basic proficiency in digital design tools and techniques.
CO6	Integrate traditional artistic practices with digital media to produce creative visual solutions

Modules and Readings

Module 1 (Lecture Hours Weeks 1–5)

Module Name: Advanced Design Composition – Dynamic Compositions

This module introduces students to advanced principles of design composition by focusing on dynamic visual arrangements. Building on the knowledge acquired in Design and Digital Media–I, students will explore balance, rhythm, movement, unity, emphasis, proportion, and hierarchy to create visually engaging compositions. Studio exercises will encourage experimentation with geometric, organic, and abstract forms, enabling students to develop creative problem-solving skills and strengthen their understanding of visual communication. 3

Suggested Readings with page numbers:

Wucius Wong, Principles of Form and Design, John Wiley & Sons, pp. 42–78.

David A. Lauer & Stephen Pentak, Design Basics, Cengage Learning, pp. 56–91.

Ellen Lupton & Jennifer Cole Phillips, Graphic Design: The New Basics, Princeton Architectural Press, pp. 18–46.

Module 2 (Lecture Hours Weeks 6-10)

Module Name: Applied Design – Poster Design, Card Design, Motif and Pattern Development

This module focuses on the practical application of design principles through poster design, card design, and motif and pattern development. Students will explore visual communication by creating thematic posters and cards while learning the fundamentals of layout, typography, colour, and imagery. The module also introduces the development of nature-inspired motifs, repeat pattern design, and abstract compositions, encouraging creativity and design innovation for both traditional and contemporary applications.

Suggested Readings with page numbers:

Gavin Ambrose & Paul Harris, Basics Design: Layout, AVA Publishing, pp. 30–68.

Wucius Wong, Principles of Two-Dimensional Design, John Wiley & Sons, pp. 82–118.