This course provides students with foundational knowledge of visual communication and builds skills and proficiency in the design of effective visual messages. Students are introduced to techniques of image analysis in order to understand how images are interpreted, generate meaning and produce affect. They learn formal strategies used to capture and direct attention such as color, contrast, figure-ground, size, scale, and proportion, alongside skills towards creating compelling visual narratives and rhetorical devices like abstraction and visual metaphor. In the second half of the course, students explore visual communication in the context of fashion marketing and communication, applying their previous learning towards the design of brand assets and creative content. Note: PAFC 1000 Fashion Industry Survey, PAFC 1100 Core 1, and PAFC 1101 Visual Communication Lab 1 must all be completed before progressing to PAFC 1200 Core 2 and beyond.