视视觉传达设计专业本科培养计划

（中外合作办学）

Undergraduate Program for Visual Communication

（Sino-foreign cooperative education）

学科门类：设计学  二级类：视觉传达设计 专业编号：130502

Discipline：Design          Secondary discipline：Visual Communication       Major Code：130502

一、培养目标

I. Cultivation Objectives

本专业引进英国视觉传达设计的教学理念和课程体系，培养德、智、体、美全面发展，掌握想象、观察、认识、分析、判断、创造和组织等解决问题的设计创意方法；掌握信息图表、摄影、插画、纸媒等内容的设计创意表现形式；掌握广告策划与文案、广告设计、包装设计、书籍设计以及品牌策划等理论知识和基本技能；具备设计概念的构思、视觉形态语言的表达和新媒体视觉创新设计能力，拥有国际化视野的视觉设计创意人才。学生毕业后能在企事业单位、专业设计部门、科研单位及国际化设计公司从事平面、广告、包装、形象、插画、品牌策划等视觉传达设计工作。培养目标具体分为以下七个方面：

目标1：具备良好的职业道德和强烈的社会责任感；

目标2：具有较高的艺术审美鉴赏能力、较强的形体造型能力以及专业设计手绘表现能力；

目标3：具备“以人为本“的设计服务意识；

目标4：具备独创精神和热情的想象力；

目标5：具备较强的团队协作能力、问题分析能力、沟通能力以及可持续性的自我发展能力；

目标6：具备国际化设计和艺术视野；

目标7：具备完善的视觉传达专业知识体系结构和扎实的专业实践能力。

This major introduces the teaching concept and curriculum system of British visual communication design, cultivates the all-round development of moral, intellectual, physical and aesthetic, masters the creative methods of designing, imagining, observing, understanding, analyzing, judging, creating and organizing design, creative expressions of photography, illustration, paper media, etc; master the theoretical knowledge and basic skills of advertising planning and copywriting, advertising design, packaging design, book design and brand planning; design concept, visual form language expression And new media visual innovation design capabilities, visual design creative talents with an international vision. After graduation, students can engage in visual communication design work in planning, advertising, packaging, image, illustration, brand planning, etc. in enterprises, professional design departments, research institutes and international design companies. The training objectives are specifically divided into the following seven aspects:

Goal 1: Have a good work ethic and a strong sense of social responsibility;

Goal 2: Have a high artistic aesthetic appreciation ability, strong physical modeling ability and professional design hand-painted performance ability;

Goal 3: Have a “people-oriented” design service awareness;

Goal 4: Imagination with originality and enthusiasm;

Goal 5: Strong teamwork, problem analysis, communication skills and Sustainable self-development;

Goal 6: Have an international design and artistic vision;

Goal 7: Have a sound visual communication expertise and solid professional practice.

二、毕业要求

II. Graduation Requirements

专业毕业要求

要求 1：树立科学的世界观和人生观，具备求真务实的科学精神与积极进取的创新创业意识，具备国际化视野的设计从业人员的基本素养和正确价值观；

要求 2：熟悉国内外视觉传达设计的相关理论和基础知识，熟练掌握视觉传达设计范畴内相关视觉设计的创作技能和表现方法；

要求 3：具有宏观的设计思维和自主学习能力，形成自我思辨的认知问题的素养并养成可持续性学习的意识；

要求 4：掌握相关视觉设计的印前知识与技能，熟悉最新印刷工艺与常用视觉设计材料；

要求 5：熟练掌握视觉传达设计专业的常用辅助设计软件，并能够灵活运用这些辅助设计软件进行视觉设计服务；

要求 6： 具有较强中英文文字表达能力和创意解说能力、人际交往能力和良好的社会沟通能力。

The Specialty Programme Outcomes:

Requirement 1: Establish a scientific world outlook and life, have a scientific spirit of seeking truth and pragmatism, and a positive and innovative entrepreneurial awareness, and have the basic qualities and correct values of design practitioners with an international vision;

Requirement 2: Familiar with the relevant theories and basic knowledge of visual communication design at home and abroad, and master the creative skills and performance methods of relevant visual design in the category of visual communication design;

Requirement 3: Have macro design thinking and independent learning ability, form the quality of self-critical cognitive problems and develop the consciousness of sustainable learning;

Requirement 4: Master pre-press knowledge and skills in relevant visual design, familiar with the latest printing techniques and common visual design materials;

Requirement 5: Proficiency in the common auxiliary design software for visual communication design, and the flexibility to use these auxiliary design software related visual design services;

Requirement 6: Strong Chinese and English verbal and creative interpretation skills, interpersonal skills and good social communication skills.

三、主干学科及课程设置

III. Primary Discipline and curriculum

1、主干学科：设计学、艺术学、传播学、美学

Primary Discipline（s）：Design theory; Art theory; Communication; Aesthetics; Psychology

2、核心课程：视觉传达导入，视觉艺术与叙事传达、平面设计理论与实践、平面设计企业策划、论述，平面设计概论、设计作品实践、创意思维表达、版式设计、设计协作与表达 、个人专业领域辨识、辩证性实践、专业设计研究。

Core Courses：Introduction of visual communication, Narrative，Principles & Practice of Graphic Communication，Enterprise of Graphic Communication，Discourse, Context of Graphic Communication,、Live Project, Creative Thinking，Layout Design、Collaborative Practice, Identifying Direction, Critical Practice，Major Study。

3、主要实践教学环节：

专业竞赛技能培训、专业考察、毕业实习、毕业论文（设计）

Core Courses：Professional competition skills training、Major observation、Graduation Practice、Graduation Thesis(design)。