Basic Design Principles

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.

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


Partial e-learning

Independent assignments


Week by Week Schedule

  1. Knowledge
  2. Knowledge
  3. Utility, Object design
  4. Perception, Attraction
  5. Object design, Visual communications
  6. Visual communications, User interface
  7. Object design, Visual communications
  8. Midterm exam
  9. Perception, Knowledge
  10. Perception, Knowledge
  11. Knowledge, Object design
  12. Decision making, Knowledge
  13. Knowledge
  14. Decision making, Knowledge
  15. Midterm exam

Study Programmes

University undergraduate
Computing (study)
Transversal Courses (4. semester) (6. semester)
Electrical Engineering and Information Technology (study)
Transversal Courses (4. semester) (6. semester)
Electrical Engineering and Information Technology and Computing (study)
Transversal Courses (2. semester)


(.), W. Lidwell, H. Butler, Univerzalna načela dizajna, Zagreb 2006.,
(.), Jocelyn de Noblet, Dizajn, pokret i šestar, Zagreb 1999. ,
(.), Robert Clay, Beautiful Thing: An Introduction to Design, Norfolk 2009.,
(.), Steven Heller, Seymour Chwast, Graphic Style: From Victorian to Post-modern, 1994 ,
(.), Thomas Hauffe, Design - a Concise History, 1998,
(.), Feđa Vukić, Teorija i povijest dizajna - kritička antologija, Golden marketing-Tehnička knjiga, Zagreb 2012,

Laboratory exercises

For students


ID 183378
  Summer semester
L3 English Level
L1 e-Learning
15 Lectures
13 Laboratory exercises