Unit LABORATORY OF DESIGN

Course
Design
Study-unit Code
A002160
Curriculum
In all curricula
Teacher
Benedetta Terenzi
CFU
15
Course Regulation
Coorte 2024
Offered
2024/25
Type of study-unit
Obbligatorio (Required)
Type of learning activities
Attività formativa integrata

DESIGN

Code A002162
CFU 5
Teacher Benedetta Terenzi
Learning activities Base
Area Formazione di base nel progetto
Academic discipline ICAR/13
Type of study-unit Obbligatorio (Required)

Cognomi A-L

CFU
5
Teacher
Benedetta Terenzi
Teachers
  • Benedetta Terenzi
Hours
  • 45 ore - Benedetta Terenzi
Language of instruction
Italian
Contents
The Design Laboratory is the first specifically design experience encountered by the student in his studies.
The aim of the course is to approach the students of the first year, through a series of pre-planning exercises and a final project of medium complexity, to understand the different levels of the world of artifacts from the formal, visual and perceptive point of view. expressive and communicative, integrating the work of the different modules that make up the course.
Reference texts
Bruno Munari, Da cosa nasce cosa, Editori Laterza, Roma-Bari, 2003.
Italo Calvino, Lezioni americane, Mondadori, Milano, 2006.
Gui Bonsiepe, Teoria e pratica del disegno industriale, Milano, Feltrinelli, 1975.
Educational objectives
The course aims to provide students with the necessary skills to use the design process as a method to provide answers to needs / problems related to reality. The main knowledge (Dublin Descriptors) required will be:
- demonstrate knowledge and understanding of the topics covered;
- train the ability to observe and reflect on the relationship between form, use and function of the artefacts;
- to develop the ability to analyze and conceive the physical and sensorial qualities of objects,
- develop the ability to apply knowledge and understanding in order to demonstrate a professional approach to the design process;
- demonstrate the ability to collect and interpret the data deemed useful for the different development phases of the project;
- being able to communicate the informations, ideas, problems, solutions to specialist and non-specialist interlocutors;
- increase teambuilding and teamworking skills;
- develop learning skills that allow them to continue to work mostly in autonomous way.
Prerequisites
No
Teaching methods
The course includes a series of lectures, which are accompanied by exercises on the topics presented, to discuss the topics and verify learning.
The pre-planning exercises (some individual, some of group) will use a basic design approach to acquire a basic "formal security", that is the activity that consists in attributing a shape to objects and press releases.
During the course a "sketch book" must be produced which will be the privileged instrument (individual and group) for visual notes during the research, analysis and design phases of the papers, to be presented to the final exam.
Other information
no
Learning verification modality
The exam will be carried out on the dates fixed in the exam timetable and includes an oral test and the presentation of the project drawings. The oral exam consists of an interview lasting no more than about 30 minutes to present the project's drawings to the committee.
The final will also consist of a booklet that will collect, in a critical and organized way, the path of analysis and synthesis carried out throughout the course on the type of object assigned in an articulated narration for texts and images.
In addition to this, at least one prototype of the project must be presented to the exam, in the forms, methods and materials that will be discussed and agreed individually with the students.
Extended program
The Laboratory is also integrated into 3 different modules (Design-Graphic-Marketing), which provide common moments of reflection with the students, so as to address the design theme with a multidisciplinary approach. The course aims to convey to the students the necessary skills on a guided path along which to build new ideas by helping to develop the role of critical awareness of the designer in society, which from year to year, finds application in exercises on different themes, even fruit of agreements with local institutions and external realities.
The objective is to provide students with effective methodological tools to approach different design themes on a medium complexity scale right from the first approach.
The path is divided into three parts. The first proposes a sequence of guided exercises, with weekly delivery, according to a scheduled calendar. The second opens up to the dimension of controlled creativity and involves the final elaboration of a design solution. The significant passages of this second part are in particular focused on capacity learning: to recognize the problematic context of a product project, to know the profile, characteristics and needs of the user, to build a morphological repertoire of comparison, for to give meaning and shape to the project idea, to be able to critically evaluate the feasibility of the project
The third part proposes the main modes of representation by analogy of form and graphic techniques for the realization of sketches and freehand drawings, through laboratory activities and exercises aimed at the representation of real objects.
Obiettivi Agenda 2030 per lo sviluppo sostenibile
Clean and affordable energy;
Industry, innovation and infrastructure; Sustainable cities and communities;
Responsible Consumption and Production; Acting for the Climate; Life on Earth.

Cognomi M-Z

CFU
5
Teacher
Maria Dolores Morelli
Teachers
  • Maria Dolores Morelli
Hours
  • 45 ore - Maria Dolores Morelli
Language of instruction
italian
Contents
The Design Laboratory is the first specifically design experience encountered by the student in his studies.
The aim of the course is to approach the students of the first year, through a series of pre-planning exercises and a final project of medium complexity, to understand the different levels of the world of artifacts from the formal, visual and perceptive point of view. expressive and communicative, integrating the work of the different modules that make up the course.
Reference texts
Bruno Munari, Da cosa nasce cosa, Editori Laterza, Roma-Bari, 2003.
Italo Calvino, Lezioni americane, Mondadori, Milano, 2006.
Gui Bonsiepe, Teoria e pratica del disegno industriale, Milano, Feltrinelli, 1975.
Giovanni Anceschi, Monogrammi e figure, La Casa Usher, Firenze 1988.
Norman D.A., La caffettiera del masochista, Editore: Giunti, 1997.
Benedetta Terenzi, Identità e immagine. Le logiche del design nel progetto per la comunicazione
visiva, Edizioni Centro Studi V.I., Bergamo, 2012.
Valeria Bucchetti, Packaging design. Storia, linguaggi, progetto. FrancoAngeli editore, Milano 2005.
Badalucco L., Casarotto L., Costa P. (2017) Packaging Design: elementi, processi e attori dell'innovazione. Ed.Dativo, Milano.
Educational objectives
The course aims to provide students with the necessary skills to use the design process as a method to provide answers to needs / problems related to reality. The main knowledge (Dublin Descriptors) required will be:
- demonstrate knowledge and understanding of the topics covered;
- train the ability to observe and reflect on the relationship between form, use and function of the artefacts;
- to develop the ability to analyze and conceive the physical and sensorial qualities of objects,
- develop the ability to apply knowledge and understanding in order to demonstrate a professional approach to the design process;
- demonstrate the ability to collect and interpret the data deemed useful for the different development phases of the project;
- being able to communicate the informations, ideas, problems, solutions to specialist and non-specialist interlocutors;
- increase teambuilding and teamworking skills;
- develop learning skills that allow them to continue to work mostly in autonomous way.
Prerequisites
no
Teaching methods
The course includes a series of lectures, which are accompanied by exercises on the topics presented, to discuss the topics and verify learning.
The pre-planning exercises (some individual, some of group) will use a basic design approach to acquire a basic "formal security", that is the activity that consists in attributing a shape to objects and press releases.
During the course a "sketch book" must be produced which will be the privileged instrument (individual and group) for visual notes during the research, analysis and design phases of the papers, to be presented to the final exam.
Other information
no
Learning verification modality
Verification of the teaching objectives (examination) will be conducted on the dates set out in the course calendar. It will involve an oral description of the project and the submission of the project designs. The examination will consist of an interview lasting no longer than approximately 20 minutes, held to present the project's graphic designs to the committee.
The final paper will consist of an A3 booklet containing both the project research with an in-depth analysis of the topics covered and the technical drawings with dimensions. An A1 technical summary table is also required. At least one prototype of the project must be presented at the examination in the forms, methods, and materials that will be discussed and agreed upon individually with the students.
Extended program
The Laboratory is also integrated into 3 different modules (Design-Graphic-Marketing), which provide common moments of reflection with the students, so as to address the design theme with a multidisciplinary approach. The course aims to convey to the students the necessary skills on a guided path along which to build new ideas by helping to develop the role of critical awareness of the designer in society, which from year to year, finds application in exercises on different themes, even fruit of agreements with local institutions and external realities.
The objective is to provide students with effective methodological tools to approach different design themes on a medium complexity scale right from the first approach.
The path is divided into three parts. The first proposes a sequence of guided exercises, with weekly delivery, according to a scheduled calendar. The second opens up to the dimension of controlled creativity and involves the final elaboration of a design solution. The significant passages of this second part are in particular focused on capacity learning: to recognize the problematic context of a product project, to know the profile, characteristics and needs of the user, to build a morphological repertoire of comparison, for to give meaning and shape to the project idea, to be able to critically evaluate the feasibility of the project
The third part proposes the main modes of representation by analogy of form and graphic techniques for the realization of sketches and freehand drawings, through laboratory activities and exercises aimed at the representation of real objects.

GRAPHIC DESIGN

Code A002163
CFU 5
Teacher Valeria Menchetelli
Learning activities Base
Area Formazione di base nel progetto
Academic discipline ICAR/13
Type of study-unit Obbligatorio (Required)

Cognomi A-L

CFU
5
Teacher
Valeria Menchetelli
Teachers
  • Valeria Menchetelli
Hours
  • 45 ore - Valeria Menchetelli
Language of instruction
Italian
Contents
The course aims to convey the fundamental principles of graphic design.
Reference texts
Pierpaolo Vetta, Sergio Polano. (2002). Abecedario. Electa.

Daniele Baroni, Maurizio Vitta. (2003). Storia del Design Grafico. Longanesi.

Massimo Vignelli. (2010).The Vignelli Canon. Lars Mu¨ller Publishers.

Daniele Barbieri. (2011). Guardare e leggere. La comunicazione visiva dalla pittura alla tipografia. Carocci.

Lars Mu¨ller. (2015). Josef Mu¨ller-Brockmann, Pioneer of Swiss Graphic Design. Lars Mu¨ller Publishers.

Wally Olins. (2015). Brand new. Il futuro del branding nella società che cambia. Einaudi.

Ferro Piludu. (2016). Segno Libero. Elèuthera.
Educational objectives
The course aims to develop theoretical, methodological and operational tools for design and communication (design strategy and communication). The course will guide students to understand and explore the execution phases of a project by stimulating the development of a personal and original design method through analysis, research, concept design, development, and final presentation of the project. The course will include an overview of the main moments in the evolution of the design discipline and the 'typographical form' starting from experiences of modernity and the avant-garde. Students will be involved in a series of projects focused on the importance of visual communication and on the fundamental relationship/interaction between design and typography, where shapes, signs and fonts merge into a balanced and harmonious communicative structure.
Prerequisites
None
Teaching methods
The course includes theoretical lessons and practical exercises.
Other information
None
Learning verification modality
Practical exercises: elaboration of graphic design themes developed both independently and in a team, to verify critical skills and relational abilities.
Oral exam: individual discussion lasting about thirty minutes, supported by the graphic design works produced and aimed at ascertaining expressive and communicative skills.
Extended program
1. Acquire basic problem-solving and Lateral Thinking processes.

2. Assimilate the basic principles of composition in two-dimensional space.

3. Acquire a basic typographical grammar to structure verbal messages in visual terms.

4. Understand the role of images in graphic communication.

5. Learn the basic theories of communication including semiotics, rhetoric, and narrative, and their applications in design.

6. Understand the importance and value of a brand/visual identity and its relationship to the Brand concept.

7. Acquire a basic knowledge of the history of typefaces and graphic design from the early Renaissance to contemporary design.

8. Acquire the skills and abilities necessary for the execution of projects in the function of a projection in the world of work.

9. Learn the criteria for the evaluation of design solutions.

10. To assimilate and appreciate the culture of design.

11. Discover the emotional aspects of graphic design.

12. Understand professional contexts such as media, types of clients, public and private.

Cognomi M-Z

CFU
5
Teacher
Marika Mastrandrea
Teachers
  • Marika Mastrandrea
Hours
  • 45 ore - Marika Mastrandrea
Language of instruction
Italiano
Contents
the course will address the graphic design topic with particular attention to the brand design.
Topics addressed: birth of writing to the invention of the printed word; historical models to the digital evolution of typographical characters; composition and editing rules; the shape of the letter; the space between letters; the word; the space between words; the text line; the leading: the text column; character classifications; the layout and format of an editorial artefact; the size and arrangement of columns of text and images.
Reference texts
· Massimo Vignelli, Il canone Vignelli, Postmedia Books, 2012.
· Bruno Munari, Da cosa nasce cosa, Appunti per una metodologia progettuale Laterza, 2017.
· Vanni Pasca, Dario Russo, Corporate image, Un secolo d'immagine coordinata dall'AEG
alla Nike, Lupetti, 2005.
· Elio Carmi, Branding Design Oriented, Fausto Lupetti Editore, 2020.
· Sergio Polano, Pierpaolo Vetta, Abecedario. La grafica del Novecento, Electa, 2022.
· Bruno Munari, Design e comunicazione visiva. Contributo a una metodologia didattica,
Laterza, 2017.
Educational objectives
The course will address the topic related to the design of a logo/logotype of a chosen company, with an brand manual, a professional tool that aims to provide all the information regarding the use of the brand in terms of dimensions, colors and possible locations.
The objective of the course is to provide the student with all the tools necessary for the creation of a digital/paper project through the historical/design study of the elements that constitute an editorial artefact: the formats, the layout, the cage and the grids of layout, typography, composition of the text and arrangement of images.
Within the course, targeted lessons of Adobe Indesign and Adobe Photoshop software will be carried out, through a general overview of the interface and tools useful for the final project, with related exercises to delve deeper into the topics covered.
At the end of the course, the student will have the necessary knowledge to be able to design a good editorial project [Brand Manual] capable of communicating the skills acquired.
Prerequisites
Software Adobe InDesign, Adobe Photoshop
Teaching methods
· Voce lessons carried out in the classroom using digital visual aids.
. Additional file to support the student, available on the Unistudium portal.
· Practice exercises, carried out in the classroom/home
· Reviews previously agreed in person or online.
Learning verification modality
Oral exam on the recommended bibliography and the contents illustrated in class.
The assessment will also include the intermediate exercises and the final paper.
Brand manual agency Wald, user manual design.

in particular:

Choose:
· Sapore&benessere
· TerraSana

— Graphics
· New brand/logotype
· Restyling brand
· Colors

— Corporate identity
· Packaging
· Slogan/Payoff
· Brand communication
· Social/Website Graphics
· Urban Graphics
Extended program
—Programma esteso
1. Presentation of the Graphic design course M—Z
— I valori intangibili [Vignelli Canon]
— Layout and content hierarchy

2. Format [Editorial/Digital]
Use and application of the grill

3. Book artifact [content/container]
Types of books

4. Typography
Text composition, editing rules

5. Adobe Indesign/Photoshop
Software introduction
[Esercitazione pratica digitale]

6. Brand Manual [Logo]
Corporate Identity
[case studies/artifact construction]

7. Final project introduction
Final project laboratory

MARKETING AND CORPORATE COMMUNICATION

Code A002164
CFU 5
Teacher Antonio Picciotti
Learning activities Caratterizzante
Area Scienze economiche e sociali
Academic discipline SECS-P/08
Type of study-unit Obbligatorio (Required)

Cognomi A-L

CFU
5
Teacher
Antonio Picciotti
Teachers
  • Antonio Picciotti
Hours
  • 45 ore - Antonio Picciotti
Language of instruction
Italian
Contents
In addition to an introductory part, aimed at defining content, role and evolution of marketing, the course can ideally be articulated into two parts. In the first part, the key strategic decisions of the enterprise in its competitive environment (segmentation and positioning strategies) are described. In the second part, the characteristics of the marketing tools and the management choices in terms of product, brand, and communication policies are outlined.
Reference texts
Lambin J.J,, Market-driven management: Marketing strategico e operativo, McGraw-Hill, 2016, settima edizione, capp. 8, 9, 10, 11.
Mattiacci A. e Pastore A., Marketing: il management orientato al mercato, Milano, Hoepli, 2021, capp. 2, 9, 10, 14, 15.
Pastore A. e Vernuccio M., Impresa e comunicazione. Principi e strumenti per il management, Milano, Apogeo Editore, 2008, cap. 16
Educational objectives
Teaching wants to offer content related to marketing decisions and behavior of enterprises. In particular, the main knowledge that students will acquire will be (Dublin descriptor 1): knowledge of markets dynamics in terms of competitors and consumers behavior; knowledge about the ways in which firms can approach and manage markets; knowledge about companies decisions to improve the efficiency and effectiveness of their offer. Main skills which enable these knowledge are (Dublin descriptor 2): acquisition of appropriate methodologies to analyze and evaluate markets; identification and evaluation of advantages and disadvantages of markets; marketing-mix management. Finally, the project realized during lectures and presented and discussed at the end of the course, allows students to approach and understand problems of businesses with judgment autonomy (Descriptor of Dublin 3) and acquire both a property of language and adequate communicative abilities (Dublin descriptor 4).
Prerequisites

Teaching methods
The course is organized as follows: lectures that will cover all the issues and problems related to enterprise marketing activities, also with the description and discussion of experiences and case studies; seminar lectures with managers of companies operating in marketing activities to facilitate the understanding of the issues addressed during the course and to facilitate the future employability of students; laboratory activities related to the product/space/service that is designed during the course and aimed at the concrete application of acquired marketing knowledge.
Other information

Learning verification modality
The exam involves the development of a marketing project related to the topic that will be assigned during the activities of the design laboratory, with the aim of assessing the level of knowledge and understanding achieved by the student. The test consists in the discussion of this project in order to cover a large part of the topics explained during the course and to give the possibility to the student to show his preparation and the level of comprehension. The evaluation of the exam will be in thirtieths.
Extended program
The course program includes the discussion and analysis of the following specific themes: market analysis through segmentation, market attractiveness analysis, business competitiveness analysis, target market and positioning strategies, decisions to launch new products, brand management, distribution decisions, price decisions, marketing communication decisions.
Obiettivi Agenda 2030 per lo sviluppo sostenibile
4 Quality education
8 Decent work and economic growth

Cognomi M-Z

CFU
5
Teacher
Antonio Picciotti
Teachers
  • Antonio Picciotti
Hours
  • 45 ore - Antonio Picciotti
Language of instruction
Italian
Contents
In addition to an introductory part, aimed at defining content, role and evolution of marketing, the course can ideally be articulated into two parts. In the first part, the key strategic decisions of the enterprise in its competitive environment (segmentation and positioning strategies) are described. In the second part, the characteristics of the marketing tools and the management choices in terms of product, brand, and communication policies are outlined.
Reference texts
Lambin J.J,, Market-driven management: Marketing strategico e operativo, McGraw-Hill, 2016, settima edizione, capp. 8, 9, 10, 11.
Mattiacci A. e Pastore A., Marketing: il management orientato al mercato, Milano, Hoepli, 2021, capp. 2, 9, 10, 14, 15.
Pastore A. e Vernuccio M., Impresa e comunicazione. Principi e strumenti per il management, Milano, Apogeo Editore, 2008, cap. 16
Educational objectives
Teaching wants to offer content related to marketing decisions and behavior of enterprises. In particular, the main knowledge that students will acquire will be (Dublin descriptor 1): knowledge of markets dynamics in terms of competitors and consumers behavior; knowledge about the ways in which firms can approach and manage markets; knowledge about companies decisions to improve the efficiency and effectiveness of their offer. Main skills which enable these knowledge are (Dublin descriptor 2): acquisition of appropriate methodologies to analyze and evaluate markets; identification and evaluation of advantages and disadvantages of markets; marketing-mix management. Finally, the project realized during lectures and presented and discussed at the end of the course, allows students to approach and understand problems of businesses with judgment autonomy (Descriptor of Dublin 3) and acquire both a property of language and adequate communicative abilities (Dublin descriptor 4).
Prerequisites

Teaching methods
The course is organized as follows: lectures that will cover all the issues and problems related to enterprise marketing activities, also with the description and discussion of experiences and case studies; seminar lectures with managers of companies operating in marketing activities to facilitate the understanding of the issues addressed during the course and to facilitate the future employability of students; laboratory activities related to the product/space/service that is designed during the course and aimed at the concrete application of acquired marketing knowledge.
Other information

Learning verification modality
The exam involves the development of a marketing project related to the topic that will be assigned during the activities of the design laboratory, with the aim of assessing the level of knowledge and understanding achieved by the student. The test consists in the discussion of this project in order to cover a large part of the topics explained during the course and to give the possibility to the student to show his preparation and the level of comprehension. The evaluation of the exam will be in thirtieths.
Extended program
The course program includes the discussion and analysis of the following specific themes: market analysis through segmentation, market attractiveness analysis, business competitiveness analysis, target market and positioning strategies, decisions to launch new products, brand management, distribution decisions, price decisions, marketing communication decisions.
Obiettivi Agenda 2030 per lo sviluppo sostenibile
4 Quality education
8 Decent work and economic growth
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