Artesis Plantijn Hogeschool Antwerpen
Koninklijke Academie van Antwerpen
Graphic production 329690/3298/2425/1/79
Study guide

Graphic production 3

Academic year 2024-25
Is found in:
  • Bachelor of Arts in Visual Arts, programme stage 3
    • Graphic Design
  • Bachelor of Arts in Visual Arts
    • Graphic Design
This is a single course unit.
Study load: 3 credits
Special admission is required to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Lemmens Stan
Other teaching staff: Beck Janna
Languages: Dutch, English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 31.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation: You have to pass this course unit (will never be deliberated).
Total study time: 90,00 hours


previously registered for Graphic production 2.

Learning outcomes (list)

BA1 - The student has the necessary artistic skills to design and/or realize a personal project within the broad spectrum of the visual arts under supervision.
The student can formulate an idea.
The student can recognize and translate a concept.
The student can conceive a concept.
The student can devise new text expressions within an existing concept.
The student can write a text for radio, TV, newspaper,....
BA2 - The student has the necessary knowledge, skills and insights regarding material, form, action, concepts, function and contents of the chosen medi
The student can analyse an existing printed work in function of production.
The student knows the different terms in the advertising jargon.
The student knows the history and evolution of text in advertising.
The student knows the influence of the target group on the style of writing.
The student knows the distinction between image advertising and promotion plus difference in style.
The student knows the distinction between strategy and creation.
The student knows the distinction between above and below the line.
The student knows the importance of text for the whole.
The student knows the use of text in film (commercials), advertisements, posters,...
The student knows the distinction between different formats.
The student knows the distinction between the different functions and applications per format.
The student knows the balance between word and image.
The student knows the application of typography and effect on communication.
The student knows the use of subcabinets and capitals.
The student knows the distinction between headline and baseline.
The student knows the description of a brand personality.
BA3 - The student knows about and understands the social, cultural, artistic, historical and international context of the visual arts and artistic praxis, and continues to develop this knowledge and understanding.
The student knows the history and evolution of advertising.
BA7 - The student is able to organize his/her artistic project in consultation with others.
The student can communicate professionally with professionals in production companies.
The student can work out a price request.
The student has mastered the skills of writing, assessing, guiding, budgeting and managing (the 5 B's) of text, image, shape, colour and pressure carrier components in the production of a graphic product.
The student can offer an economic framework for a professional exercise of his copywriting.
The student knows how an advertising agency functions.
The student knows the different functions in an advertising agency.
The student can read and interpret a briefing.
The student knows how a creation process works, from briefing to execution.
The student knows the task and responsibility of a copywriter within all of this.
The student knows the relationship copywriter/art director.

Course content

Providing the student with a broader understanding of printing techniques (relief printing, flatbed printing, screen printing, digital printing), advantages and disadvantages in relation to design and the relationship between press and paper sizes and cost, finishing techniques (from paper refinement to distribution costs), analysing existing print work (learning to look at production!), drawing up a price request for prepress and print work on the basis of an own design, assessment criteria and quality control of print results, choosing the right supplier for a job on the basis of insight into techniques and prices, supplier conditions, cost price components and calculation methods for a graphic design.

Study material (text): Mandatory

Powerpoint presentations and handouts available via Digitap. Presented examples of graphic realisations, printing techniques, finishing and realisation. Illustrated syllabus and didactic demonstration material, specific website links, company visit.

Study material (text): Recommended

Literature list and texts and web pages covered in the syllabus.

[NL] ‘Goed voor Druk╩╝. Een praktische gids voor grafische communicatie en technieken. Marc Mombaerts, Stan Lemmens, Misjel Vossen. Uitgeverij Academia Press. Gent. OR [ENG] ‘Ready to Print’. Handbook for Media Designers. K. Nickel. Gestalten Verlag. Berlin. English version.

Educational organisation (list)

Learning Activities
Lectures and / or tutorials30,00 hours
Work time outside of contact hours60,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
Eerste examenperiodeKnowledge and comprehension test during the examination series50,00
Eerste examenperiodeProject assignment50,00
Evaluation(s) for re-sit exam
2nd examination periodKnowledge and comprehension test during the examination series50,00
2nd examination periodProject assignment50,00

Evaluation (text)

Semester 1: oral examination (50%) and paper (50%)
2nd examination period: oral examination (50%) and paper (50%)

The paper is an individual task that is made during the semester – partly under supervision during the lessons – and consists of different sub-tasks.