Communication Design (BA)

Career prospects

Graduates of the Communication Design discipline under BA(Hons) Scheme in Design may embark on careers in corporate identity design, publication design, web design, environmental graphic design, exhibition design, and packaging design, as well as newly emerging areas such as information design, motion graphics for television and film, interaction and user experience design.

Aims and objectives

The BA(Hons) in Communication Design invites students to investigate the critical role of design elements and language—i.e., typography, color, imagery, interactivity, time and space—in clarifying and conveying information, evoking emotions, inducing actions, and engendering change. Students not only develop their aesthetics, craft and form-giving skills for a variety of media, they will also integrate contextual research, theories, processes and methods in their studio practice.

Studio learning is centred on three major areas: Designing for identities, designing for information, and designing for experiences. Students are encouraged to think creatively, critically as well as practically when solving complex communication problems. 

Graduates will be equipped with the professional skills necessary to meet the expanding needs of the profession as well as develop critical minds to question the social and cultural roles of communication design in local, regional and global contexts.

Characteristics

Is Communication Design for you?

This is not a programme that focuses on selfinitiated artistic endeavours and the learning and development of unique artistic styles. Instead, the learning and studio projects are centred around designing purposefully for specific people and situations.

You are expected to be someone who pays attention to details, likes making connections intuitively and logically, and passionate about experimenting ideas in various forms.

You are likely to be a conceptual thinker who has a strong desire to communicate with clarity and conviction via visual, verbal and written means. In addition, you also enjoy analysing problems and organising information. 

Ideally, you should have a strong interest in human behaviours and how one interacts with activities, environments, information, objects and users or people in general.

Last but not least, having good command of spoken and written languages would definitely make you a stronger candidate for the communication design programme. 

Programme structure

Students of the 4-years programme are required to complete a total
124 credits in order to graduate; including 30 credits earned completing
General University Requirements subjects, 20 from Common
Compulsory Subjects, and 74 from Discipline-Specific and Elective
Subjects. Senior year students are required to complete a total of 62–63
credits for graduation.

General University Requirements (30 credits)

- Cluster-Area Requirements subjects
Healthy Lifestyle (non-credit bearing)
Freshman Seminar
Language and Communication Requirements credits
Leadership and Intra-personal Development
Service Learning

Common Compulsory
Subjects (20 credits)

- Communication Basics for Designers
- Cooperative Project
- Design History 1
- Internship
- Introduction to Design Theories and Culture
- Visual Culture 1

Discipline-Specific Subjects

Compulsory

  • Art Direction
  • Communication Design 1 & 2
  • Design History 2: Communication Design
  • Drawing 1
  • Experience Design Seminar
  • Identities Seminar
  • Images 1
  • Information Design
  • Interactivity 1
  • Professional Communication in Chinese for Design Studies
  • Professional Practice: Communication Design
  • Studio 1: Text and Image
  • Studio 2: Information
  • Studio 3: Identities
  • Studio 4: Experiences
  • Time 1
  • Typography 1 & 2
  • User Studies Seminar
  • Capstone Project 1 & 2: Communication Design

Electives

  • Applied Chinese Typography
  • Communication Design to Foster Sustainable Behaviour
  • Drawing 2: Illustration
  • Images 2
  • Interactivity 2
  • Multiplatform Publishing
  • Production Technologies for Communication Design
  • Publication Design
  • Summer Programme
  • Time 2

Brief programme outline

Programme Code JS3569 (73416) BA(Hons) Scheme in Design
Stream Code CD
Mode of Study Full Time
Number of Credits 124 (senior year place: 62-63)
Normal Period of Study 4 years (senior year place: 2 years)
Tuition Local Student: HK$42,100 per academic year / International and Chinese Mainland Students: HK$120,000 per academic year

Programme leader

Brian Kwok — Assistant Professor

Brian Kwok

Assistant Professor
Discipline Leader of Communication Design
Leader of Information Design Lab

Expertise: Information Design, Interaction Design, Interface Design, Web Design

Email sdbriank@polyu.edu.hk

Teaching staff

Application

Entrance requirement

Local JUPAS Applicants (with HKDSE Qualifications)

Satisfy the University’s General Entrance Requirements of 4 core and 2 elective subjects with:

  • Level 3 in English Language, Chinese Language and two elective subjects; and
  • Level 2 in Mathematics and Liberal Studies.

There is no compulsory subject requirement. Preferred elective subjects for the programme include:

  • Design and Applied Technology
  • Visual Arts

Applied Learning Subjects with distinction considered as meeting the elective subject requirement:

  • Applied Business Research;
  • Applied Psychology;
  • Building Technology;
  • Commercial Comic Art;
  • Computer Game and Animation Design;
  • Electronic Product Design in Action;
  • Entrepreneurship for SME;
  • Environmental Engineering;
  • Fashion and Image Design;
  • Film and Video Studies;
  • Image Design;
  • Innovative Product Design;
  • Interior Design;
  • Jewellery Arts and Design;
  • Magazine Editing and Production;
  • Marketing and Online Promotion;
  • Marketing in Global Trade; 
  • Medical Laboratory Science;
  • Mobile and Online Apps Development;
  • Multimedia Entertainment Studies;
  • New Media Communication Strategies;
  • Public Relations and Advertising;
  • Radio Host and Programme Production; and
  • TV Infotainment Production.

Notes

  • Only applicants choosing this programme as their Band A choice (JUPAS) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline as one of the admission considerations.

Local Non-JUPAS Senior Year Places Applicants

  • An Associate Degree or a Higher Diploma in Design/Design Studies from PolyU, Hong Kong Institute of Vocational Education or other recognised institutions;
  • Applicants are expected to have already attained the substantial foundation knowledge/skills that are taught in Year 1 and Year 2 of the 4-year BA(Hons) Scheme in Design programme and should have outstanding performance in their portfolios and individual admission interviews.

Notes
This programme considers First Choice applications only.

Local Non-JUPAS Year 1 Applicants & International Applicants

  • (A-Level qualifications) E in 3 A-Level subjects OR E in 2 A-Level and 2 AS-Level subjects AND satisfy the English Language Requirement;
    OR

  • (International Baccalaureate) A minimum score of 24 with at least grade 4 in 2 Higher Level (HL) subjects AND satisfy the English Language Requirement;
    OR

  • An appropriate Diploma passed with credit or an appropriate Higher Certificate from a recognised institution;
    OR

  • An appropriate Associate Degree / Higher Diploma from a recognised institution (may apply for senior year places admission);
    OR

  • Other non-local qualifications AND satisfy the English Language
    Requirement.

Notes

  • For applicants with A-Level / IB qualifications, or the equivalent, they may be granted a maximum of 25% credit transfer for the award requirement, and each case will be considered based on individual merits.

  • Only applicants who choose this programme as their First Choice will be considered.

  • Applicants are required to choose the discipline that they would like to pursue in the online application form.

Chinese Mainland Applicants

Please visit here for information.

A complete application includes

Admission methods and deadlines

  • Admission methods and deadlines vary from JUPAS and non-JUPAS applicants. Please check Study@PolyU for updated information.
  • Only applicants choosing this programme as their Band A choice (JUPAS) / First Choice (Non-JUPAS/Non-local) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline, as one of the admission considerations.

Local JUPAS Applicants (with HKDSE Qualifications)

Shortlisted applicants will be invited to an aptitude test and/or an interview with portfolio presentation. The test will be conducted before the announcement of HKDSE results, and the interview after the announcement. Online portfolio submission may be required for specific disciplines.

Applicants maybe invited to attend an interview based on their performance in the aptitude test and their best 5 HKDSE subjects.

Top HKDSE scorers (among the top 25% prioritisation score range as a whole) will be directly offered a spot in the scheme, without having to sit for an interview.

Notes

  • Only applicants choosing this programme as their Band A choice (JUPAS) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline as one of the admission considerations.

Local Non-JUPAS Senior Year Places Applicants

Applicants are required to submit portfolios in mid-March. Shortlisted applicants will be invited to individual interviews with portfolio presentation from April.

Local Non-JUPAS Year 1 Applicants

Applicants are required to submit their portfolio in March, and
interview with portfolio presentation may be requested by the
School according to their qualifications.

International Applicants
Applicants are required to submit their portfolio in January to April and
shortlisted applicants will be invited to a telephone/skype interview.

Links
View Portfolio Guidelines 
FAQs
Download Prospectus
Study@PolyU

Enquiry
Should you have any questions, feel free to contact us

Miscellaneous