course 2013-2014

Form, Colour and Composition Analysis (20361)

Degree/study: Bachelor's degree of Advertising and Public Relations.
Year: first year
Term: third
Number of ECTS credits: 4 credits
Hours of studi dedication: 120 hours
Teaching language or languages: catalán
Teaching Staff: Pol Capdevila

1. Presentation of the subject

This subject belongs to the general subject Theory and Analysis of the Image, and proposes three related fields of work: the visual perception theory, the study of the plastic image (shape, colour, texture, composition) and the learning of the structures and primary processes to analyse the visual discourse.

2. Competences to be attained

Instrumental competences
-Ability to use the notions of Theory of the Image in the image analysis.
-Ability to interpret the same image from different theoretical perspectives.
-Acquisition of a sufficient theoretical base in order to be able to evolve autonomously in the creation and analysis of images.

Systemic competences
-Knowledge of the main principles of visual perception and psychology of the image.
-Knowledge of the main principles of the plastic composition of the image.
-Learning of basic structures and basic processes of the discursive analysis of the image.

Interpersonal competences
-Ability to reflect and a high-quality communication (oral and written).
-Ability to self-criticise your own work.
-Ability to work with others (teamwork).

3. Contents

Lesson 1. Plasticity and creativity of visual perception
Visual perception and optic illusions. Perceptive construction of the visual world. Optic, psycho-cultural, and linguistic aspects.

Lesson 2. Light
Light, brightness, brilliance, contrast, and shape. Meaning in light.

Lesson 3. Colour
Physic definition. Physiologic and psychological bases. Additive and subtractive colour synthesis. Proprieties and meanings of colour. Cromatic harmony. Hue, brightness and saturation. Chromatic synesthesia.

Lesson 4. Form, shape, and figure.

Figure and background segregation. Objective laws of form. Main methods to shape drawing. Camouflage. Form proprieties and meaning: measure, placement and orientation. Form syntagmatic. Form classification.

Lesson 5. Composition
The organisation of the visual field. Centricity and excentricity. Compositional schemes. Expressive trends in composition.

Lesson 6. The construction of 3-dimensional space
Paradoxes on the perception of space. Primary and secondary clues of space perception. Ecologic approach to perception.

Lesson 7. Moving images
Perception of real movement and illusory movement. Movement and visual expression. Relation between the plastic image and the audio-visual media.

4. Assessment

Since the course works into both theoretical knowledge and practical skills, the assessment has two corresponding different parts. 2 exams (one in the middle of the term and the other one at the end) will assess basic knowledge in visual perception: 40%. Practical skills of analysis will be assessed, first, with a group homework (see document in Aula Global): 40% and several exercises at class 20%.

Course resit is only possible when having failed an exam and/or the homework and the average is under 5 (over 10). When failing the theoretical part, the student must resit the whole part. When failing the practical (homework), a new homework must be done. Final mark will be the result of the homework and the exams.

Students with fellowships abroad must put in contact with the teacher before the end of the term to inform that they have the intention to do the course by themselves and to agree with him which sort of homework will have to bring the day of the last exam.

5. Bibliography and teaching resources

5.1. Basic bibliography

Bibliografia bàsica

Arnheim, R. Arte y percepción visual. Madrid: Alianza, 1979.

Arnheim, R., El poder del centro - versión definitiva-, Akal, 2003, Madrid.

Dondis, D.A., Sintaxis de la imagen, Barcelona, Gustavo Gili, 1990

Goldstein, E. B. Sensación y percepción. Madrid: Debate, 1992.

Kanizsa, G. Gramática de la visión. Percepción y procesamiento. Barcelona: Paidós, 1986.

Ruiz Collantes, X. "El significado de la marca ". A: Formats, núm. 2, 1999. Barcelona: Universitat Pompeu Fabra. On-line: .

Tornquist, Jorrit, Color y luz, Gustavo Gili, Barcelona, 2008.

Paul Zelanski y Mary Pat Fisher , Color, Blume 2001

5.2. Additional bibliography

Arnheim, R. El pensamiento visual. Paidós, 1986.

Bayo Margalef, J., Percepción, desarrollo cognitivo y artes visuales, Barcelona, Anthropos, 1987.

Bouleau, Charles, Tramas: la geometría secreta de los pintores, Publicació Madrid : Akal, cop. 1996

Bruce, V.; Green, P. R. Percepción visual. Barcelona: Paidós, 1994.

Gibson, J. J. La percepción del mundo visual, Buenos Aires, 1984

Gombrich, E. H. Arte e ilusión. Madrid: Debate, 1998.

Gombrich, E. H. El sentido del orden. Madrid: Debate, 2004.

Groupe M. Tratado del signo visual. Madrid: Cátedra, 1993.

Heller, E. Psicología del color. Barcelona: Gustavo Gili, 2006.

Lillo Jover, J. Psicología de la percepción. Madrid: Debate, 1993

Prakel, D. Composición. Barcelona: Blume, 2007.

5.3. Didactic resources

- Online documents: all the recommended and compulsory readings, on Moodle.
- Visual guides of every lesson of the subject: Powepoint documents available online on Moodle.

6. Metodology

The following learning methods will be combined throughout the term:
- Theory lectures.
- Analytic application of the theories to very different images: abstract, figurative, static, audio-visual, etc.
- Analysis of different cases with the student's participation.
- Classwork and homework.
- Recommended and compulsory readings.
- Watch audio-visual images at home.
- Meetings with the tutor/exercise revision.