What is the difference between "Denotation" and "Connotation" in this course?

This is a core technical component of the course. Denotation is what an image literally depicts, while Connotation involves the cultural and emotional associations it triggers. Mastering the gap between the two allows you to "drive" the meaning of your designs with professional precision.

What will I get if I subscribe to this Specialization?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Introduction to Imagemaking

Introduction to Imagemaking

This course is part of Graphic Design Specialization

Instructor: Gail Swanlund

133,949 already enrolled

Included with

4 modules

Gain insight into a topic and learn the fundamentals.

2,958 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

2,958 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

What you'll learn

Design Literacy: Analyze the evolution of visual communication and historical movements to inform modern branding and professional design strategy.
Strategic Application: Evaluate how technological shifts and principles from the Bauhaus to Post-modernism solve contemporary design problems.
Professional Vocabulary: Develop a vocabulary to articulate design choices and defend creative strategies to clients and stakeholders.
Creative Differentiation: Investigate the cultural origins of design trends to find unique visual references that differentiate your work.

Skills you'll gain

Category: Graphic Design
Category: Creativity
Category: Digital Publishing
Category: Design Research
Category: Creative Design
Category: Graphic and Visual Design
Category: Design Elements And Principles
Category: Storytelling
Category: Aesthetics
Category: Multimedia
Category: Layout Design
Category: Peer Review
Category: Digital Design
Category: Design Reviews
Category: Visual Storytelling

Tools you'll learn

Category: Adobe InDesign

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

Build your subject-matter expertise

This course is part of the Graphic Design Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Designed for serious makers and aspiring designers, Introduction to Imagemaking is a process-driven laboratory for expanding your visual vocabulary. Moving beyond basic software tutorials, this course treats imagemaking as a fundamental pillar of graphic design—one rooted in fearless experimentation and the rigorous study of visual semiotics.

Through a series of hands-on prompts, you will master the relationship between denotation and connotation, learning how to intentionally drive meaning through compositional contrast, scale, and hierarchy. You will synthesize your experimental research into a professional-grade image-based book, transforming loose investigations into a cohesive narrative. By the end of this course, you will have moved from simply 'making stuff' to orchestrating complex visual relationships that define a unique, job-ready creative voice.

Establish a foundation in image-based research and visual semiotics. Define the relationship between denotation and connotation to identify how images "read" and communicate intent within a graphic design context.

What's included

4 videos20 readings1 assignment1 discussion prompt

4 videosTotal 9 minutes

Course Welcome3 minutes
Practice1 minute
What images do3 minutes
Considering the book (in a graphic design context)2 minutes

20 readingsTotal 281 minutes

About this Course3 minutes
Be daring and adventurous5 minutes
Sister Corita Kent's Rules10 minutes
About the Assignments1 minute
Course Tools10 minutes
Notes on using AI...and not 3 minutes
Some useful terms4 minutes
A discussion about denotation, connotation, and “read”4 minutes
Critique and feedback2 minutes
How to begin: First, focus on what you see5 minutes
Then, begin to analyze what you observe7 minutes
Observations for when you’re working on compositions 10 minutes
Optional Activity: Look really closely at an artwork120 minutes
Spend time with other imagemakers1 minute
Visual research5 minutes
Researching your subject: Mood boards3 minutes
Different ways of putting together a mood board 3 minutes
Project: Make a Mood Board (Step 1+2)60 minutes
Project: Make a Mood Board (Step 3+4) 20 minutes
An example of associations and connotations for owls5 minutes

1 assignmentTotal 10 minutes

Module/Week 1 Review10 minutes

1 discussion promptTotal 10 minutes

Forms of Practice10 minutes

Execute an intensive making session exploring a wide range of representation. Master diverse media—from analog to digital—to develop a unique visual vocabulary across abstraction and realism.

What's included

5 videos18 readings1 assignment

5 videosTotal 18 minutes

Making Methods and Techniques2 minutes
Conversation with an imagemaker 16 minutes
Conversation with an imagemaker 24 minutes
Denotation & Connotation3 minutes
Range of Representation3 minutes

18 readingsTotal 353 minutes

Ways of making5 minutes
Hand Based, Photographic, Digital Processes3 minutes
Printmaking, Manipulation/Alteration, 3D and Found3 minutes
Working with visual style and mood10 minutes
Project: Work with Visual Style and Mood (Step 1)45 minutes
Project: Work with Visual Style and Mood (Step 2+3)90 minutes
Project: Work with Visual Style and Mood (Step 4)30 minutes
Sparks: More making methods2 minutes
Sparks: Frankenstein Lab5 minutes
Sparks: Or...5 minutes
Optional Activity: Poetry of everyday life60 minutes
Optional Activity: Explain and illustrate20 minutes
Optional Activity: Experimentation and Improvisation30 minutes
Tangible, sensory and expressive quality of materials and line5 minutes
Project: Range of Representation and Abstraction (Intro)10 minutes
Project: Range of Representation and Abstraction (Step 1)10 minutes
Project: Range of Representation and Abstraction (Step 2)10 minutes
Range of Representation and Abstraction Examples10 minutes

1 assignmentTotal 30 minutes

Module/Week 2 Review30 minutes

Investigate the core principles of relational composition. Apply strategies of visual hierarchy, scale, and figure/ground dynamics to orchestrate complex narratives within multi-page layouts.

What's included

7 videos9 readings1 assignment1 discussion prompt

7 videosTotal 19 minutes

Composition is Relational1 minute
About Hierarchy2 minutes
Scale3 minutes
Space4 minutes
Composition: Figure/Ground (from Introduction to Imagemaking)2 minutes
Narrative2 minutes
Simple Composition: Creating Page Spreads4 minutes

9 readingsTotal 79 minutes

Prompts10 minutes
Composing with your images 15 minutes
Project: Composing Simple Spreads (Intro)5 minutes
Project: Composing Simple Spreads (Step 1)2 minutes
Project: Composing Simple Spreads (Step 2)2 minutes
Project: Composing Simple Spreads (Step 3) 30 minutes
Composing iterations3 minutes
Project: Composing Iterations (Step 1) 2 minutes
Project: Composing Iterations (Step 2)10 minutes

1 assignmentTotal 10 minutes

Module/Week 3 Review10 minutes

1 discussion promptTotal 10 minutes

Invent a prompt10 minutes

Synthesize experimental research into a cohesive, 8-page digital book. Master the transition from individual assets to a structured narrative, resulting in a professional-grade portfolio piece.

What's included

8 videos22 readings1 assignment2 discussion prompts

8 videosTotal 53 minutes

Bookishness1 minute
Lazy Mom: Lazy Wow8 minutes
Katharina Pierini/Sming Sming Books: Night Moves9 minutes
Laura Owens: Hey What4 minutes
Laura Owens: New Work13 minutes
Bruno Munari: A Tale of Three Little Birds6 minutes
Complex Composition: Putting your book together3 minutes
Two simple bookbinding techniques (optional)8 minutes

22 readingsTotal 182 minutes

Create and plant a “surprise” in your layouts4 minutes
About this lesson1 minute
List of Image-Based Books2 minutes
Project Overview: Design an Imagemaking Book10 minutes
Composing a narrative10 minutes
Other things to consider as you compose your book10 minutes
Notes about using AI for building a narrative (optional)3 minutes
Activity: Make thumbnail sketches5 minutes
Activity: Mock Up a "Printer's Spread" for Reference15 minutes
Mock-Up Example10 minutes
Resources for Designing Your Book10 minutes
Final Project: Design Your Imagemaking Book (Intro)2 minutes
Final Project: Design Your Imagemaking Book (Step 1) 10 minutes
Final Project: Design Your Imagemaking Book (Step 2 - Digital)10 minutes
Final Project: Design Your Imagemaking Book (Step 2 - By Hand) 10 minutes
Final Project: Design Your Imagemaking Book (Step 3) 10 minutes
If you want to print your imagemaking book for real...10 minutes
Composing in Adobe InDesign or Affinity Publisher10 minutes
If you composed with other digital applications 10 minutes
If you composed your book by hand10 minutes
Start your own imagemaking and bookmaking club10 minutes
What's Next?10 minutes

1 assignmentTotal 30 minutes

Module/Week 4 Reflections30 minutes

2 discussion promptsTotal 20 minutes

Forms of Practice: Checking in10 minutes
Forms of Practice: Show us a book10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(394 ratings)

Gail Swanlund

1 Course133,949 learners

Offered by

California Institute of the Arts

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Reviewed on Jan 24, 2021

Unexpectedly difficult, full of discoveries, and surprisingly useful course. Many thanks @Gail Swanlund - I wish I could take a 'live' book- and image-making course with her. Thanks!

Reviewed on May 21, 2019

The instructor had such a soothing voice and explained everything very well! The videos were very helpful in showcasing the concepts and providing examples, plus the assignments were super fun!

Reviewed on Mar 13, 2022

This class really helped me get familiar with the process of design, I loved especially getting to see other students work as well as researching my subject for the final project.

Frequently asked questions

No. Imagemaking at CalArts is about visual communication, not just fine art. You will explore a range of representation—from simple photography and digital collage to abstract mark-making. The focus is on how an image functions within a design context, regardless of your initial drawing skill.

While you may use digital tools like InDesign to compile your final book, this is not a technical software course. It is a process-driven laboratory focused on design literacy. You will learn the "why" behind image selection, composition, and visual semiotics, which can be applied using any tool, analog or digital.

Unlike traditional academic research, image-based research involves the rigorous collection and analysis of visual materials to build a formal vocabulary. You will learn to use mood boards and iterative "making" to move beyond clichés and discover original visual solutions for graphic design problems.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.

Introduction to Imagemaking

Introduction to Imagemaking

What you'll learn

Skills you'll gain

Tools you'll learn

Details to know

Build your subject-matter expertise

There are 4 modules in this course

Week 1: Image-based Research

What's included

Week 2: Making Images

What's included

Week 3: Composition is Relational

What's included

Week 4: Designing a Book with Your Images

What's included

Earn a career certificate

Instructor

Offered by

Why people choose Coursera for their career

Felipe M.

Jennifer J.

Larry W.

Chaitanya A.

Learner reviews

Frequently asked questions

Do I need to be "good at drawing" or an expert artist to take this course?

Is this a software tutorial for Adobe Photoshop or InDesign?

What is the "Image-based Research" mentioned in the syllabus?