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Aesthetics and design theory

  • Class 30
  • Practice 15
  • Independent work 75
Total 120

Course title

Aesthetics and design theory

Lecture type


Course code






Lecturers and associates

Course overview

The objectives of this module are to enable students to learn visual language, the principles of representation, and design context for various market use.

Students learn to master creative ideas and principles of representation in terms of cultural context, ordering elements in context, and representation to its context of use. The module forms the vital core of the programme of study as it combines previous module learning ie. Branding, Visual Design, and Multiculturalism essential for the visual communication design field. This module is semi-project-based, where students will learn theoretical knowledge as well practical with insight into the market communication industry.

Students will gain confidence in seeing how to design according to all segments which define design; art, society, technics, manufacturing, and market. They will also learn to evaluate socio-cultural contexts for design such as technology, materials in use, and physical context where everything is relational. Students will research eras of design; modernism, post-modernism on and learn about beauty and judgments of taste, dependent beauty, and everyday aesthetics.


Essential reading:
1. Davis, M. (2012) Graphic Design Theory (Graphic Design in Context), Thames and Hudson, London.

Recommended reading:
2. Forsey, J. (2013) The Aesthetics of Design, Oxford University Press, Oxford.

Further reading:
3. Fiell, C., Fiell, P. (2012.) Design of the 20th Century, Taschen GmbH, Cologne

Preuzmi vodič za studente

Minimal learning outcomes

  • Generalize principles of representation in context
  • Classify dimensions of design context by meaning
  • Evaluate principles of beauty on selected design project
  • Evaluate elements of design experience on selected project

Preferred learning outcomes

  • Combine principles of representation in own design research.
  • Plan a research using the design context of meaning
  • Determine and elaborate principles of beauty on selected design project
  • Determine and elaborate elements of design experience on selected project
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