Basic Design Principles

Data is displayed for academic year: 2023./2024.

Laboratory exercises

Course Description

The course deals with basic theoretical principles, ideas and concepts about design and visual semantics in the context of visual culture and the modern digital environment.

Study Programmes

University undergraduate
Transversal Courses (4. semester) (6. semester)
Transversal Courses (4. semester) (6. semester)
Transversal Courses (2. semester)

Learning Outcomes

  1. explain key terminology of visual meaning in design
  2. combine theoretical assumptions about signs and meaning
  3. analyze visual perception and cognition in the development of a design project
  4. create mental maps in designing visual communications
  5. analyze meanings in different contexts
  6. apply principles and ways of functioning of visual systems for orientation in the implementation of the project design
  7. design a semantic logic of graphic design for electronic media and Web environments
  8. create an information structure in the construction of communication systems
  9. describe the basic principles of the functioning of mass media
  10. apply visual semantics in a multimedia environment

Forms of Teaching


Lectures are held every week for 1 hour.

Partial e-learning

Independent assignments


Laboratory exercises are held every two weeks for 2 hours in two groups.

Week by Week Schedule

  1. Introductory lecture, technical instructions
  2. Mechanization, civil society and design
  3. Design - theory and practice
  4. Basics of anthropological approach to design
  5. Design and aesthetics
  6. Design and material culture
  7. Design and semiotics
  8. Midterm exam
  9. Midterm exam
  10. Design and visual studies
  11. Design and systems
  12. Design method
  13. Environmental theory
  14. Popular culture and culture industry
  15. Midterm exam


William Lidwell, Kritina Holden, Jill Butler (2006.), Univerzalna načela dizajna, Mate
Jocelyn de Noblet (1999.), Dizajn, pokret i šestar, Golden marketing
Robert Clay (2009.), Beautiful Thing: An Introduction to Design, Berg Publishers
Steven Heller, Seymour Chwast, (1994.), Graphic Style: From Victorian to Post-Modern, Harry N Abrams Inc
Thomas Hauffe (1998.), Design - a Concise History, Laurence King
Feđa Vukić (2012.), Teorija i povijest dizajna - kritička antologija, Golden marketing-Tehnička knjiga

For students


ID 183378
  Summer semester
L1 English Level
L1 e-Learning
15 Lectures
0 Seminar
0 Exercises
13 Laboratory exercises
0 Project laboratory

Grading System

Very Good