Images that convey a message
0.1 / What it's about
Design is communication with intent.
Visual communication explores how visual messages are created, encoded and interpreted. You will learn how to use signs, imagery, typography, colour and layout with purpose, build a campaign, and evaluate the impact of your work.
The course is practical: each module combines brief theory with a tool and an exercise. As a continuous example, you will be joined by Noah, who designs the communications for the Lichtspiel open-air cinema at an agency in Bern. The round button with the light bulb on the cards shows three examples each: best practice, okay, and inadequate.
Key questions of the course:
QUESTION 1
How do you ensure a message is received as intended?
QUESTION 2
Why do people read the same sign differently?
QUESTION 3
What does type say, even before anyone reads it?
QUESTION 4
How do you know if your design is working?
Course framework:
TARGET AUDIENCE
Creators
Learners and beginners in graphic and media design who want to consciously craft messages.
SCOPE
8 × 90 mins
Plus final project; each module can also be used individually.
Format
Practical
Short inputs, interactive tools, and exercises on an end-to-end project.
0.2 / Learning Objectives
What you will be able to do after the course.
After the course, you will be able to:
01
analyse a communication task and formulate the core message in a single sentence,
02
Deliberately choosing symbols, images, and colours based on their meaning,
03
using typography, hierarchy and layout to purposefully guide the eye,
04
developing a central concept into a cross-channel campaign,
05
test, present, and improve the impact of your design.
0.3 / Course content
All modules and sections at a glance.
Eight modules, each with a core question and a tool. Click on a module or jump straight to a section.
MODULE 01
How do you get your message across to your audience the way you intend?
MODULE 02
How do signs convey meaning, and why does not everyone read them the same way?
MODULE 03
How do framing, perspective, and lighting control the story an image tells?
MODULE 04
What does a text sound like before anyone reads it?
MODULE 05
How does colour work, and how do you ensure that everyone can read it?
MODULE 06
How does a layout guide the eye through a message?
MODULE 07
How does an idea become a campaign told across multiple channels?
MODULE 08
How do you find out if your design works and convince others?
0.4 / Procedure per module
Each module follows the same structure.
The rhythm stays the same, the content changes:
01
Introduction (10 mins)
A question or an everyday example will get you into the topic.
02
Input (20 mins)
Brief theory with maps and examples from the Lichtspiel project.
03
Tool (15 mins)
You try out what you have learned in an interactive tool.
04
Exercise (35 mins)
You will apply the topic to a concrete design task.
05
Reflection (10 mins)
You discuss results and record a key insight.
In each section, you will find a key takeaway in bold with a lightning bolt icon, an exercise behind the blue button, a read-aloud function, and, on many cards, examples behind the light bulb. You can also use the tools later for your own projects.
0.5 / Certificate of achievement
Your own communication strategy as a final project.
Final project: You will develop a communication concept for a cultural project, including a key visual and three adaptations. You will test its impact and present your concept.
01
Clarify briefing
Outline the objective, audience, channels and parameters of the cultural project in a brief summary.
02
Message & Guiding Principle
Formulate the core message in one sentence and a viable central idea for the campaign.
03
Key Visual
Design a key visual using imagery, typography and colour, and justify the choice of elements.
04
Three adaptations
Apply the key visual across three channels, for example posters, social media, and flyers.
05
Test & present
Test the impact with at least three people, revise it, and present the concept.
Evaluation criteria: clarity of the core message, audience fit, justified choice of symbol, image, typography and colour, consistency of adaptations, legibility and contrast, comprehensible testing and revision, persuasive presentation.
0.6 / Literature and Sources
Books and standards for further reading.
• Shannon, C. E.; Weaver, W. (1949): The Mathematical Theory of Communication
• Barthes, R. (1957): Mythologies (German: Mythen des Alltags)
• Albers, J. (1963): Interaction of Color
• Berger, J. (1972): Ways of Seeing
• Eco, U. (1972): Introduction to Semiotics
• Frutiger, A. (1978): Signs and Symbols: Their Design and Meaning
• Müller-Brockmann, J. (1981): Grid Systems in Graphic Design
• Lupton, E. (2004): Thinking with Type
• Lupton, E.; Phillips, J. C. (2008): Graphic Design: The New Basics
• W3C (2023): Web Content Accessibility Guidelines (WCAG) 2.2
Please note: This list is a selection of standard works; many are also available in German or in newer editions. The years indicate the first edition.