视觉传达设计专业培养方案

Professional Training Program of Visual Communication Design

专业编号（Major Code）：130502

学制（Years of Study）：四年（Four years）

一、培养目标

I. Educational Objectives

本专业培养适合文化创意产业和服务区域经济发展需要，具备良好人文素质、视觉传达专业创作基础知识及基本技能，具有开拓视野、社会责任感、创新精神，实践能力强，具备较强创意设计能力和相关的产品开发与推广能力；能在专业设计领域、企业、传播机构、企业市场策划部门、高等院校、研究单位从事视觉传播方面的设计、教学、研究和管理工作的应用型创新人才。

In order to meet the needs of economic development and modernization, this major is aimed at equipping students with the basic knowledge and skills of humanities and visual communication design, along with a broad vision, social responsibility, innovation, strong practical skills, strong ability of creation and designing, and capability of product development and promotion.  

Graduates are applied innovative talents who can take charge of designing, teaching, research and management in visual communication design in enterprises, marketing departments, universities, design institutions and research institutes.

二、毕业要求

II. Program Outcomes

毕业生应获得以下几方面的知识和能力:

1、专业知识：理解视觉传达设计领域相关的人文、艺术、技术背景知识，掌握视觉传达设计的基本理论、核心知识，以及在领域内卡站艺术创作所需要的相关知识；

2、问题分析：能够运用视觉传达设计领域相关的基本原理进行设计、表达，并通过文献研究分析设计项目中的相关问题，以获得有效结果；

3、设计开发：能够针对专业项目问题设计解决方案，设计满足特定需求的文化、技术开发流程，并能够在设计环节中体现创新意识、考虑社会、文化、法律等因素。

4、研究：掌握视觉创达设计领域的基本创作及研究方法，能够在科学与艺术交叉领域开展创新型的工作，能够独立或合作完成作品创作、项目策划、市场运营中的至少一个环节，具备符合行业对从业人员实践工作能力的需求；

5、实用工具：能够针对涉及项目中所需的现代技术手段，选择与掌握恰当的视觉传达设计领域的创作、制作相关的艺术手段、技术工具和资源等；

6、行业理解：能够基于行业相关背景知识进行合理分析，评价项目实践和设计项目问题解决方案对社会、法律以及文化的影响，并理解应承担的责任；

7、职业规范：具有良好的法制意识、道德修养、人文素养、艺术修养和社会责任感，能够在专业项目实践中理解并遵守职业道德和规范，履行责任；

8、个人和团队：具备一定的组织管理、团队合作能力，能够在多学科背景下的团队中承担个体、团队成员以及负责人的角色；

9、沟通：能够就视觉传达设计项目与项目组成员及业界同行进行有效沟通和交流，包括撰写设计文稿、陈述发言、清晰表达；具备一定的国际视野，能够在跨文化背景下进行沟通和交流；具备一定的外语应用、资料检索与分析、专业写作等方面的能力；

10、项目管理：了解视觉传达设计项目的管理、市场营销、著作权保护等的一般常识，了解广告、数字媒体等的创作、制作、传播、推广的基本流程；

11、终身学习：具备获取更新专业前沿知识、技能的自主学习、可持续发展即突破创新能力。

Graduates are required to have the following basics and abilities: 

1. To be able to have a good understanding of visual communication design and humanities, arts and technology, and master the core theory of visual communication design and other knowledge in this field.

2. To have the ability to use related basic principles of visual communication design for designing and expression, and analyze the problems in design projects through literature research in order to obtain effective results.

3. To be able to work out solutions to the problems in professional project design, make cultural and technological development process to meet the specific needs, and reflect innovation and consideration of social, cultural and legal factors in the design stage.

4. To be able to master the basic writing and research methods of visual communication design, carry out pioneering works in the intersection of science and art, and independently or collectively complete creation, project planning or market operation to meet the industry demands for practitioners in the area.

5. To be able to use modern technology to master the artistic tools, technical tools and resources in the field of visual communication design for design and creative work.

6. To be able to conduct reasonable analysis based on relevant industry background, evaluate the impact of project practices and design project solutions on society, law and culture, and understand the responsibilities to be undertaken.

7. To cultivate the awareness of law, morality, culture, humanities, arts and social responsibility, and comply with the professional ethics and norms to fulfill the responsibilities.

8. To have the ability to organize, manage, and work in a team in a multidisciplinary background, and to take on the roles of individuals, team members, and leaders.

9. To be able to make effective communication with the project team members and industry peers in the field of visual communication design, including writing design, statement and clear expression; to have an international vision, and abilities of foreign language application, professional writing, information retrieval and analysis, and communication in the cross-cultural background.

10. To be able to understand the project management of visual communication design, marketing, copyright protection, advertising, digital media, creative work, production, dissemination, and promotion.

11. To be able to acquire updated and frontier professional knowledge and skills; to have the ability of self-learning, sustainable development and making breakthrough and innovation.

三、主干学科及相关学科

III. Primary Discipline and Related Discipline

主干学科：艺术学、设计学、传播学、美学、心理学。

Primary Discipline（s）:Arts, Design, Communication, Aesthetics, Psychology.

相关学科：计算机科学与技术、美学、平面设计学

Related Discipline（s）: Computer Science and Technology, Aesthetics, Graphic Design.

四、核心课程

IV. Core Course

造型基础I、造型基础II、计算机辅助平面设计、构成基础I、插画、装饰纹样、图形创意、字体设计、标志设计、书籍装帧、包装设计、企业形象策划设计、平面广告设计等。

Basis of Modeling I, II, Computer-aided Design, Basis of composition I, II, Illustration, Decoration Patterns, Creative Graphics, Font Design, Logo Design, Bookbinding and Layout, Packaging design, Corporate Image design, Graphic Advertisement Design, etc.

五、实践教学环节

V. Comprehensive Practice

入学教育、军训、金工实习III、创新创业实训、风景写生、综合设计实训、虚拟商业创新创业实训、印刷与输出工艺课程设计、设计表达课程设计、文创项目策划与设计、视觉体验设计课程设计、专业调研、毕业教育、毕业实习、毕业设计。

Enrollment Education, Military Training, Metalworking Practice III, Innovation and Entrepreneurship Training, Landscape Sketch, Integrated Design Practice, Training of Visual Business Innovation and Entrepreneurship, Curriculum Design of Printing and Output Technology, Curriculum Design of Design Expression, Cultural and Creative Project Planning and Design, Curriculum Design of Visual Experience Design, Professional Research, Graduation Education, Graduation Internship and Graduation Design.

六、学分分配

VI. Credit Allocation

七、学位

VII. Degree

艺术学学士

Bachelor’s Degree in Arts

八、毕业条件

VIII. Graduation Requirements

毕业总学分：四年制本科毕业总学分为170。

必修77学分，选修42学分，实践教学51学分。

第二课堂：创新与技能7学分。

取得总学分及第二课堂学分，方可准予毕业。

A bachelor degree requires 170 credits, including:

77 credits of  required courses, 42 credits of elective courses, 51 credits of comprehensive practice.

Extracurricular activities：7 credits of innovation and skills.

The student who achieves the total credits and extracurricular activities will be awarded an undergraduate diploma.