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Course: 2025/2026

Visual Communication

(19947)

Master in User Experience Design and Digital Analytics (Plan: 543 - Estudio: 407)

EPH

Coordinating teacher: ARMENTEROS GALLARDO, MANUEL

Department assigned to the subject: Communication and Media Studies Department

Type: Electives

ECTS Credits: 6.0 ECTS

Course: 1º

Semester: 1º

Objectives

Understand the fundamentals of image theory and visual semiotics as a basis for designing effective graphic interfaces, recognizing how visual elements communicate meanings in digital contexts. Analyze the technical and communicative characteristics of the digital image, assessing its impact on the user experience and the construction of interactive visual environments. Use digital image capture and editing tools in order to integrate coherent, functional and aesthetically appropriate visual resources in graphical user interfaces. Apply principles of visual composition and light management in images used in interfaces, optimizing legibility, visual hierarchy and usability of the design. Identify and apply legal and ethical standards related to the use of images in digital environments, promoting respect for copyright, intellectual property and privacy in interface design.

Learning Outcomes

Link to document

Description of contents: programme

Theory - Principles of visual design. - Image theory. - The digital image. - Image characteristics. The role of the image in UX. - Tools for digital image capture. - Composition, lighting and color in photography. - Rights in digital photography. Property rights and use of images. Practice - Camera configuration. - Creation of emotionally impacting compositions. - Development of ideas and concepts. - Presentation of sessions and selection of photographs. - Digital negatives and digital printing. - Photographic retouching. - Stock photography. Image banks. Uses and applications.

Assessment System

% end-of-term-examination 40
% of continuous assessment (assigments, laboratory, practicals...) 60

The evaluation uses the following evaluation systems:
SE1 - Class attendance and participation in forums.
SE2 - Continuous evaluation (mid-term tests, assignments and self-evaluations).
SE3 - Final exam
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Continuous Evaluation
The evaluation system of the course is based on a continuous evaluation model, through which the student must perform various practical tasks that will be delivered and graded progressively throughout the term. Additionally, three partial evaluations of test type will be carried out, which must be passed with at least 50% of the maximum grade, as a requirement to be exempted from the final exam or test.

Likewise, the active participation of the student in the forums and online activities will be valued, as well as his regular attendance to the face-to-face classes. The continuous evaluation system will be conditioned to not exceeding three unjustified absences throughout the course.

Summary of continuous evaluation grades:
Delivery of practical work: 50% of the final grade.
Class participation: 10%.
Mid-term exams and final test: 40%.

Final exam
Ordinary call
In case the student has not followed the continuous evaluation system, he/she may opt for a final evaluation, which will consist of a test with theoretical and practical components. The maximum grade that can be obtained through this modality will be 60% of the final grade of the course.

On the other hand, students who have followed the continuous evaluation and wish to improve some of their partial grades may, at the discretion of the faculty, submit additional work or take the final test or exam in order to improve their academic performance.

Extraordinary call
Students who do not pass the course in the term in which it is taught will have an extraordinary convocation to pass it.
If the student followed the continuous evaluation process, the exam will have the same percentage value as in the ordinary call, and the final grade of the subject will take into account the grade of the continuous evaluation and the grade obtained in the final exam. Notwithstanding the above, when the characteristics of the continuous evaluation exercises allow it, the professor may authorize the student to submit them in the extraordinary exam, in which case the subject will be evaluated in the same way as in the ordinary exam.
If the student did not follow the continuous evaluation process, he/she will have the right to take an exam in the extraordinary call with a value of 100% of the grade.

Basic Bibliography

Jenifer Tidwell, Charles Brewer, Aynne Valencia. Designing interfaces : patterns for effective interaction design. Sebastopol, California : O'Reilly. 2020 (Online UC3M: https://bibliotecas.uc3m.es/permalink/f/1nggclj/34UC3M_ALMA51263639350004213)

The course syllabus may change due academic events or other reasons.