Catch the interactive webinar on “Future as a Communication Designer” by Ramneek Majithia.

1. Future of
Communication
Design-er

2. • Design is everywhere. Its what drew you
to the last sneakers you bought and it's
what made texting possible.

3. Advertising Animation
Film & Video
Exhibition / Event
Design
Web
Photography
Illustrators
Book/ magazine
Publishing
Gaming
Mobile contentTelevision
E-learning/ CD-
Roms
Communication
Design
Newspaper
Brand Identity Graphic Design
Social
communication
Packaging
Stage Design
App Design
Motion Graphics

4. MEDIA options
• Print
[Graphics | Publication | Advertising | Photography]
• Audiovisual
[Film | Video | Animation | Special Effects | Moving
Graphics]
• Interactive/ Digital Media
[web/mobile/tab UI/UX | Gaming | E-learning]
• Space Experience
[exhibitions| stage| sets| retail windows/ shops]

5. Graphic Design

6. Advertising Design

7. Packaging Design

8. Stage Design

9. Display Design

10. Display Design

11. Retail Design

16. Some create
Fantasy

17. Some
Entertain

18. • Its driving whole business cultures and
making sure environments from
hospitals to airports are easier to
navigate.

19. COMMUNICATION DESIGN
Strategic Idea Media
SOURCE MESSAGE CHANNEL RECEIVER
Communication skills
Attitudes
Knowledge
Social System
Culture
Communication skills
Attitudes
Knowledge
Social System
Culture
Elements
Content
Treatment
Structure
Code
Seeing
Hearing
Touching
Smelling
Tasting
Berlo’s Model of Communication
"the context"
(cultural, business-related, goals-
related, technological, ...): the
message and the channel need it
to be generated and implemented

21. Communication
PRODUCTS
SYSTEM
STRATEGIC EXPERIENCE
Level 1
Level 2
Level 3

22. Communication Design
Focuses broadly on
• Strategic Design Thinking [IDEA | MESSAGE]
• Design Application [MEDIA | CHANNEL]
To create effective communication between the SOURCE/ Client & the RECEIVER/
Audience/ Customer.

23. Today’s Scenario
• Boundaries between disciplines are becoming more fluid….
• The variety and complexity of design issues has expanded.” We might
better understand these changes by understanding their context and
causes.
• Swift Technology Upgradation
• a shift in human values (from coherence to responsiveness, from seeking
simplicity to embracing complexity)
• Technology has accelerated cultural complexity forcing us to examine
relationships between use, consumption, social behaviour and individual
meaning.
• With these changes, come complex environmental, political and economic
challenges.
• We must rebuild the education model from early pre-industrial applied arts
in order to supplement life-long design learning.

24. Global Trends
1. Global Citizens: With a predicted mobile global workforce –the demand for affinity networks and
familiar touch points that let us learn and share across conventional borders will grow. To deliver
real value and engage with the true needs of the Global Citizen and tomorrow’s talent, agility,
convergence and seamless services must be incorporated into each and every offering.
2. Weconomics: we could see a radical change in the funding landscape for entrepreneurs and SMEs.
Increasingly, people will want to own a share in the startups they buy from – being respected
partners rather than just consumers.
3. Cloud Health: Personal digital analysis for balanced health, fitness and diet delivers unique
solutions to help us lead better lives. This trend is set to explode as healthcare professionals
become involved in designing health management systems and monitoring for prevention rather
than just healing.
4. Betterness: Mindful consuming informs 21st century business models. Cultural storytelling,
authenticity and craftsmanship are in demand as we return to local sourcing and manufacturing.
Businesses and individuals will join forces and make a positive impact for the greater good of all.
5. The Global Brain: The Internet of Things is already here and, by 2020, we see deep learning inspired
by artificial ‘neural networks’ and evolved ‘augmented reality’. This enables huge opportunities in
all areas of life: politics, education, media, health, commerce and leisure.
6. Strategic ‘Big Data’: As Big Data merges with ‘Social’ content, we see new strategic software and
tools to predict behaviours and buying attitudes. Tracking real-time sentiments will enable brands
to deliver better experiences. This ‘Data Mining Boom’ is already influencing media, inspiring a
whole genre of data-driven journalism to predict the future.
http://global-influences.com/social/communication-nation/technology-trends-2020/

25. Global Trends in Graphics
1. FOCUS ON DIGITAL: Print will be influenced by digital: work created within the digital realm will continue to
inspire print. The gap between the code and the design is going to be thinner. Think collaboratively, and see the
big picture with more attention paid to the creative ideas, the story
2. PRINT is very effective for targeting readers, engagement rates are often very high, understanding the
readership is relatively easy and ad recall tends to be higher than online. We could see more print launches in
2015 from digital organisations.
3. Engagement with pressing LOCAL ISSUES but the approach will be to connect with global. Highly ‘customisable’
experiences will be expected
4. STORYTELLING will become a brand differentiator. Story telling is another trend that seems to be on the rise
and it’s a terrific way for potential customers to connect with a brand. It provides insight and perspective that
consumers relate to. Social/cultural context will be addressed in storytelling around products and traditional
ideas vs gender roles etc. will be negotiated (e.g in Children’s books)
5. RETRO will evolve: Retro will still be a big influence, but rather than all things vintage from the '50s and '60s,
influences will be taken from the '80s and '90s
6. SPACE-INSPIRED GRAPHICS: with major sci-fi film launches, we also predict intergalactic space becoming a
starting point for designers wanting to capture the awe of the cosmos.
7. SYSTEMS, NOT PAGES: clients need systems of reusable components that make up pages. Fixating on pages in a
multi-device world can be absolutely maddening.
8. MODULAR DESIGN: There are a few major design trends we’re excited about in the next year. We are looking at
more modular design for content like infographics, wherein sections can be viewed individually or as part of the
larger whole. This provides more flexibility to extract portions for sharing on social, helping to extend the
content’s reach.

26. Global Trends in Film
5. The rise of independent cinema and filmmaking practices. Self Distribution
– Social networking has allowed new forms of funding, like crowd sourcing to emerge leading
to creation of more films.
– Lo Fidelity Filmmaking: Anyone with a mobile phone can be a filmmaker
6. Growth of both Commercial and non-profit filmmaking.
– Social networking is connecting markets, people are uniting on issues, interests and forming
new partnerships.
– Global citizenship and international dialogue are creating more awareness regarding social
issues, hence a rise in sharing of socially relevant content and documentaries.
7. Want Global? Tell Local
– Content creation – massive opportunity especially in Asia.
– Anurag Kashyap says: "If you want to get a global audience, tell them a local story”
http://www.raindance.org/new-york/7-key-trends-of-2014-that-independent-filmmaker

27. Global Trends in Animation
1. The demand for animated entertainment has expanded with the increase in
broadcasting hours by cable and satellite TV along with the growing popularity of
the Internet. In the past, animation series were aimed at children aged nine and
below. In recent years however, TV stations have been producing animation series
for teenagers, adults and the whole family.
2. From apps to online ads to big screen movies, the animation trends are set to
dominate. It's a discipline in demand across a range of media channels, from apps
to advertising, websites to music videos, elearning to gaming and beyond.
3. The rise of NPR (Non-Photorealistic Rendering): to create impressionistic animation
that's much more like hand-drawn media. A mixture of styles is becoming much
more prevalent throughout the world of animation. the animation befits the
medium the story is told in. This ability to mimic organic media, ranging from film to
watercolour, is not just about capturing a 'look'; it's about understanding the
properties of the medium in question.
http://www.creativebloq.com/3d/animation-trends-2015

28. Global Trends in Experience Design
1. Total transformation: Some designers go for endemic, fluid spaces that fit in with the venue’s
surroundings. Now we look past that and completely rethink the environment at hand to suit the needs of
the brand in the most strategic way.
2. Social integration: The lines between social media and real-world exhibition continue to blur. Brands are
integrating walls, kiosks and multimedia displays into the architecture to create one, dynamic statement
that’s not only eye-catching, but customized to the attendees standing in the booth.
3. A convergence between the physical and virtual world is occurring both on the show floor and behind the
scenes. Industry firms provide clients with virtual mock-ups of their booth design while exhibitors treat
attendees to virtual experiences.
4. Sustainability: is not just a goal, it is a necessity, but Indian mall developers are only just starting to think
green where their counterparts across the world have already put their sustainable strategies.
5. personalized in-store experiences: One-size-fits all marketing just won’t cut it anymore, which is why
retailers will start implementing solutions to personalize each customer’s experience. While ecommerce
sites have been doing it for years through tailored landing pages, offers, and recommendations, a lot of
brick and mortar stores will also get in on the fun next year.
6. Technology integrated: stores say goodbye to boring, antiquated layouts. It has started to dawn on
retailers that if they want to keep people in their stores, they need to make their locations interactive and
engaging.
7. Experiences not products: designing experiential showrooms and unique events that allow customers to
get fully immersed in the lifestyle surrounding product offerings. Customer-centered experiences to let
them get hands on with the product in new ways. Conceptual public spaces are being explored as well.
http://www.psfk.com/report/future-of-retail-2015

29. Global Trends in Interactive Media
1. Shift to Mobile and Beyond - Mobile has become so deeply embedded in our lives by offering
convenience through immediacy, simplicity and context. 38% of our daily media interactions happen on
smartphones. Through mobile - and soon wearable technology - each of us can receive individualized
content
2. Personalization or Youniverse - This idea of creating your own “Youniverse” is a perfect example of
tapping into our emotional desire to be seen as unique personalities.
3. Social Media Impact on Communication - Digital influencers have grown 30-fold in less than two years –
the ‘digital influencers’ and the massive volume of social media conversations that concern your brand,
industry and competition. Speed is of the essence and ultimately the only answer is timely, honest and
transparent communication. This will be the game- changer for communications.
4. Gamification – has grown and continues to do so – it is a powerful business tool – it blends strategy with a
scalable platform that motivates ongoing engagement, business insights and ROI. It can be customized to
unlock company's potential, to ignite employee engagement, enhance performance and improve
retention.
5. User Centric Design: People don’t want gadgets, they want services. The trends in 2015 and beyond will
be focusing on simplicity, clarity and emphasize three things: usability, utility, and desirability.
6. Responsive Design: It's a way of designing and coding websites with a fluid layout, so that images and
other elements of the site adapt to the screen on which the site's being viewed.
7. Metro Design: is the new design language which is modern and clean, fast and in motion, and its about
content and typography. Typography is the new iconography.

30. Communication Design industry
The growth in India is highest
India China Russia Brazil US UK
1.3%
3.1%
10.7%
12.2%
14.0%
17.5%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%

31. The Golden Circle
What
Every organization on the planet
knows WHAT they do. These are
products they sell or the services
they offer.
How
Some organizations
know HOW they do it. These
are the things that make
them special or set them
apart from their competition.
Why
Very few organizations know WHY
they do what they do. WHY is not
about making money. That’s a
result. It’s a purpose, cause or
belief. It’s the very reason your
organization exists.
WHY
HOW
WHAT

32. Today’s users will become designers;
today’s designers will become meta-designers, creating
conditions in which others can design.
In this world, a media-based focus is less relevant.
All design becomes trans-disciplinary.
A concern for the form of objects will give way to a concern for the experience
of services.
A concern for products and things will give way to a concern for networks of
interaction and communities of systems.

33. Designer is a
‘Connectivist’
with an inherent capacity to establish and foster links
between disciplines
The design curriculum of the future must be anticipatory and agile.
It must look forward and respond quickly to opportunities for
expanding the influence of design in places we can’t yet imagine.

34. Undergraduate
program in
Communication
Design
Programs
After 12 class
MAKE YOUR MARK IN THE WORLD OF MEDIA.
PEARL ACADEMY PRESENTS
SCHOOL OF COMMUNICATION, MEDIA & FILM

35. FOUR YEARS - B.A. HONS. DEGREE IN
COMMUNICATION DESIGN
Specializations in :
- Graphic Design & Advertising
- Film & Animation
- Experience Design
- Interactive Media Design

36. 2 year
Post Graduate
Diploma in
Communication
Design
Programs
After GRADUATION
MAKE YOUR MARK IN THE WORLD OF MEDIA.
PEARL ACADEMY PRESENTS
SCHOOL OF COMMUNICATION, MEDIA & FILM

37. LIFE SKILLS
PGCD course structure
Year 1 Year 2
TECHNICAL SKILLS
30
20
30 20 60
10
Self Study
10 20
INDUSTRY INTERNSHIP (Summer Vacation)
20 20