Course Title: Produce retail visual illustrations

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG7845C

Course Title: Produce retail visual illustrations

School: 320T Architecture & Design

Campus: City Campus

Program: C5325 - Diploma of Visual Merchandising

Course Contact: Tim McCarthy

Course Contact Phone: +61 3 99254819

Course Contact Email: tim.mccarthy@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Ron Watkins

 

Building 94, Level 6, Staff room 001

Fridays only

Nominal Hours: 30

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

 

Course Description

In this unit you will develop the skills and knowledge required to produce simple visual illustrations of proposed product presentations and exhibition displays. It covers design elements, illustration techniques and colour schemes to produce illustrations that depict in situ product presentations and exhibition displays. It also includes consulting with clients to clarify available budgets.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRRMER508 Produce retail visual illustrations

Element:

1. Produce product illustrations.

Performance Criteria:

1.1.Use illustration techniques and relevant equipment and materials to depict accurate observation of products.

1.2.Apply shading, tonal scales, contour, variation in weight of line work, and balance of negative space to depict products.

1.3.Accurately reflect colour and finish of sample products.

1.4.Depict products in correct proportion and to customer specification.
 

Element:

2. Produce images of objects and interiors.

Performance Criteria:

2.1.Use accurate observation of proportion in sketch illustrations.

2.2.Draw sketches of objects and interiors in perspective.

2.3.Demonstrate effective contrast of tone, colour and surface in sketch illustrations.

2.4.Depict in situ mannequins in correct proportion.
 

Element:

3. Produce interior and exterior colour schemes.

Performance Criteria:

3.1.Negotiate terms of brief and budget limitations with client.

3.2.Produce colour sample boards to demonstrate interior and exterior colour schemes with colours and textures to suit corporate image, target market and promotional themes .

3.3.Produce store and merchandise colour concepts with accurate specifications and tonal rendering to meet client requirements.
 

Element:

4. Produce colour schemes for promotions.

Performance Criteria:

4.1.Produce colour schemes to suit specific visual merchandising promotional themes.

4.2.Design sketches to reflect design elements required for the visual identity of the promotion.

4.3.Use colour visual sketches to demonstrate how the colour scheme will appear in situ.
 

Element:

5. Produce quick sketches.

Performance Criteria:

5.1.Use a variety of methods, techniques and effects to describe fixtures, product presentations and display points.

5.2.Produce sketches suitable for presentation to industry.
 


Learning Outcomes


On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.


Details of Learning Activities

In this course you will explore the use of drawing in the visual merchanding industry including 2D and 3D manual drawing techniques.

This unit describes the performance outcomes, skills and knowledge required to produce simple visual illustrations of proposed product presentations and exhibition displays.

It covers design elements, illustration techniques and colour schemes to produce illustrations that depict in situ product presentations and exhibition displays

It also includes consulting with clients to clarify available budgets.
You will use technical drawing equipment as well as produce freehand drawings.
This competency will be delivered concurrently and assessed with MKTG5862C ’Produce perspective drawings, plans & elevations .


Teaching Schedule

WeekTopicAssessment Task
1

 Introduction, equipment use & title blocks and text

Discuss course content, expectations & materials. Share previous works (Note 2015 work will be different). Discuss course outline clustering Illustration 1 & Perspective over the Semester (16wks).
Discuss programmed work, assessment, OHS, RPL etc. Brief Grey Scale, Brief Draw Products

Assessment - Formative & Summative
Hard Edge & Soft DWGS – Hard & straight edged object Vs soft fabric
ORDERED & FLOWING
2. Briefs – Both verbal & written (Reflect back to client what you have understood)
3. Project themes to investigate – Cosmetics, Fashion, jewellery, Manchester, h/wares
5. Budgeting – record your expenses
6. Introduce: Perspective
7. Brief 1Due Week1 – Quick Grey Scale & Quick Product dwgs

1. Tonal exercise – Class activity. Use of different grade pencils H to B’s
Students will produce a quick grey scale using various grade pencils,
This scale will be used to assist students in their drawing. Reduced Grey Scale 10 Mins – Demo production of scale & use as a reference in drawing
2. Product Drawings – Line type & Tonal Rendering
Focus on tonal gradation to model 3D form, position product in pictorial space. No colour Show product in situ.
3. Exercise 1Due Week 2Home work – draw1 point grid. Equipment?
*For next week bring a patterned scarf or fabric
 

1.1, 1.2, 1.4, 2.1, 2.3, 5.1


Quick grey scale – show use in dwgs

Perspective f/hand dwgs (superimpose grid)

Quick b/w tonal line & dwgs – different line types & tonal techniques2D elevation dwgs, 3D line dwgs & 3D tonal rendering w shadows
 

Show PLAN dwgs – position objects in space > transfer to perspective dwg
Show use of different line types & different tonal work.
Students draw products in situ

Use a variety of methods, techniques and effects to describe fixtures, product presentations and display points.

2 Brief 2Due Week 3 Product with fabric
Exercise 1Due this Week 1 point grid
Draw Product with fabric. (Consistent with your chosen theme)
Students will illustrate and render groupings of products. Model 3D form & pictorial space. Hard & straight edged object Vs soft fabric
You are required to use various graphite pencils to show, shape, form and subtle tonal variations. A paper stump may be used to assist in the rendering process. Show product in situ – Detail of a store interior
Exercise 2Due Week 3 Home work – draw 2 point grid. Use technical drrawing Equipment

5 Basic Forms - Simple Cone, Sphere, Cylinder, Taurus, Cube, & fabric – Explore & represent different shadow & lighting arrangements. Series of Quick sketches varying duration. Include Colour accents
Mightyartdemos.com
 

1.1, 1.2, 1.4, 2.1, 2.3, 5.1
Line Type, weight, character
Prompts are basic 5 forms. Cone, Sphere, Cylinder, Taurus, Cube
Tonal work – gradual shading, hatching, graphic.

Accuracy of placement (interpreting plan & elevations) heights, proportion & scale.

Use a variety of methods, techniques and effects to describe fixtures, product presentations and display points.

3Brief 2 product with fabric due today: Complete product with fabric illustrations

Brief 3Due week 5 Colour Product illustration - Colour Products
Show product in situ. *For next week – 1. Investigate store colours & finishes for your chosen theme. 2. Bring colour media, e.g. markers & pencils.
You will produce a basic 2 point perspective grid

 1 .1, 1.2, 1.4, 2.1, 2.1, 2.3

Interpret client plans & elevations to produce accurate representations in sketches. Accuracy of placement (interpreting plan & elevations) heights, proportion & scale.
 

Illustrate given products in situ - detail close up, also interior & exterior store views. 1 & 2  point perspective drawings. Accurate colour rendition

4Brief 3Due Week 5. Colour Product illustration. Demonstrate techniques for using COPIC markers to draw geometric shapes & material finishes – timber, glass, metal, plastic & fabric. Lighting & shadows. BUDGET NEGOTIATION
Use information from investigation. MULTI POINT PERSPECTIVE Multi vanishing points
You are required to draw product groupings from plan & elevation– Position objects correctly in space, correct height, proportion & scale. Colour-render dwgs. Mixed media may be used, but the primary medium is to be COPIC markers
Illustrations must show product in situ within a range of VM contexts suited to requirements of client. INCLUDE MANNEQUINE (store exteriors & store interiors)
Colour Groupings
 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above, plus:
Material finishes – timber, glass, metal, plastic & fabric. Lighting & shadows.
 

Interpret client plans & elevations to produce accurate representations. Accuracy of placement (interpreting plan & elevations) heights, proportion & scale.
 

Negotiate budget & timeline with client. Produce colour sketches of given products in situ - detail close up, also interior & exterior store views. 1 & 2 point perspective, and multipoint perspective drawings. Accurate colour rendition & specification of colours. Demonstrate competent use of Copic markers in sketches.
Include at least one mannequin in drawings - accurate/proportional rendition.4.1.Produce colour schemes to suit specific visual merchandising promotional themes.

Design sketches to reflect design elements required for the visual identity of the promotion.

Use colour visual sketches to demonstrate how the colour scheme will appear in situ.

Produce quick sketches using a variety of methods, techniques and effects to describe fixtures, product presentations and display points.Produce sketches suitable for presentation to industry.
 

5Brief 3 colour product illustration Due today – complete colour product illustration with Copic markers

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above

6

Brief 4Due Week 8 Jewellery (glossy) illustrations.
You are required to illustrate various high gloss pieces of jewellery or design embellishments for your products. Mixed media, mostly marker.
Illustrations must show product in situ within a range of VM contexts suited to requirements of client. Show product in situ (store exteriors & store interiors) Include mannequin or bust form BUDGET NEGOTIATION, MULTI POINT PERSPECTIVE
 

Lettering, signage and graphics in perspective

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above
 

Interpret client plans & elevations to produce accurate representations in sketches.

Negotiate budget & timeline with client. Accuracy of placement (interpreting plan & elevations) heights, proportion & scale.
t. Produce colour sketches of given products in situ - detail close up, also interior & exterior store views. 1 & 2 point perspective, and multipoint perspective drawings. Accurate colour rendition & specification of colours. Demonstrate competent use of Copic markers in sketches.
Include at least one mannequin in drawings - accurate/proportional rendition.
 

7

Brief 4 Due week 8 – Continue glossy product illustration with Copic markers:
BUDGET NEGOTIATION, MULTI POINT PERSPECTIVE
 

Ellipses in perpsective

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above. Presentation folio for client sign off

8Brief 4 Jewellery (glossy product) Due today - complete glossy product illustration with Copic markers.
BUDGET NEGOTIATION, MULTI POINT PERSPECTIVE
 

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2
As above. Presentation folio for client sign off
 

9 Brief 5 Due week 11 Fashion/accessory Illustration
1. Show product in situ. (store exteriors & store interiors) 2. Include mannequin or bust form
3. Negotiate terms of brief & budget with client.
BUDGET NEGOTIATION MULTI POINT PERSPECTIVE
Fashion/accessory illustrations showing product & mannequins in situ in commercial contexts to meet client needs. Scale and proportion with appropriate colour schemes informed by Colour Theory.
Show product in situ
 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above
Presentation folio for client sign off

10Brief 5 Due week 11- Continue Fashion/accessory illustrations
Show product in situ.
BUDGET NEGOTIATION MULTI POINT PERSPECTIVE
 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above
Presentation folio for client sign off
 

11Brief 5 Fashion/accessory illustration Due today
Complete Fashion/accessory illustrations
Show product in situ. BUDGET NEGOTIATION MULTI POINT PERSPECTIVE
* For next week bring to class a vegetable e.g. capsicum or pumpkin etc.
 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

As above
Presentation folio for client sign off

12 Brief 6Due Week 16. Morphing Illustrations -
Bring to class a vegetable e.g. Capsicum or pumpkin etc. Show product in situ.
Specifics. Using the vegetable as the starting point, you are required to use the features of the vegetable to design VM related structure/s – Kiosk, merchandiser, store, venue) Your illustrations must show a smooth, gradual & logical transition from the vegetable, to the final design. (Morphing from one object to the other) Mixed media, mostly marker. Transitions must be done in 10 equal steps i.e. “No sudden jumps”.
 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

Final design of VM related merchandiser/s & retail context of store interior &/or exterior. Drawings show a smooth, gradual & logical transition from the vegetable, to the final design. Fully colour rendered with lighting & shadows.

Produce sketches using a variety of methods, techniques and effects to describe some of the following: fixtures, product presentations, display points, retail store interior or exterior. Produce sketches suitable for presentation to industry.

13 As above As above
14 As above As above
15 As above As above
16 Brief 6: Due today Morphing Illustrations
Show product in situ.
 
 As above


.
 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills.
The assessment tasks are:
2 x project 
 

Please note: All Assessment tasks need to be completed before competency is achieved. A number of tasks will be formative to show your progress and development of skills and knowledge throughout the semester. The final task will be summative to provide a level of performance in addition to your competency.


The RMIT assessment charter summarises your responsibilities as a student as well as those of your teachers.


Assessment Tasks

Assessment Tasks

Produce simple visual illustrations of proposed product presentations and exhibition displays. Demonstrate the use of design elements, illustration techniques and create colour schemes appropriate to the brand, promotion & merchandise.

Produce illustrations that depict in situ product presentations and exhibition displays. Consultation/s with clients to clarify available budgets & timelines.

You will produce a series of B & W, colour sketches using Copic markers, equipment & media such as paper stumps, cotton balls, pencils, pastels,. Produce drawings demonstrating use of correct scale & proportion, placement, height of objects.  Produce a range of design options for client feedback.

Brief 1: Produce a basic grey scale for reference/use in quick product sketches employing different line types & rendering techniques. Show products in situ.

Brief 2: Draw given products with fabric. Product sketches employing different line types & rendering techniques. Show products in situ.
 

You will produce Black & White tonal drawings of products in situ with store merchandiser considering scale, proportion, height, placement, multiple views, 3D, rendering, line work .

Brief 3:You will produce colour & tonal drawings of products in situ with store merchandiser considering scale, proportion, height, placement, multiple views, 3D, rendering, line work. Product sketches employing different line types & rendering techniques.

Drawings will illustrate specified aspects of a store, considering scale, multiple views, drawing layout and the application of text, lighting.

Brief 4: 1, 2 & multi point Point perspective drawings. Negotiate budget & timeline with client. You will produce colour & tonal perspective drawings of glossy products/jewellery in situ with store merchandiser considering scale, proportion, height, placement, multiple views, 3D, rendering, line work. At least one mannequin to be drawn in situ with product - correct proportion & scale. Include text and signage in perspective.

Drawings will illustrate specified aspects a small store, considering scale, multiple views, drawing layout and the application of text, lighting & shadows.

You will produce a series of sketches using the perspective grids to inform the correct proportions and views of the topics.

Brief 4. 2 Point perspective grid. You will produce a basic2 (vanishing) point perspective grid.


 

Brief 5. Fashion & accessory drawings. Include text and signage in perspective. You will produce illustrations of specified products & show them in situ with store merchandisers, considering scale, proportion, height, placement, multiple views, 3D, rendering, line work. At least one mannequin to be drawn in situ with product - correct proportion & scale. Include text and signage in perspective.
Produce 1, 2 & multi point perspective drawings. Negotiate budget & timeline with client. Include text and signage in perspective.

You will produce a series of sketches using the perspective grids to inform the correct proportions and views of the topics.

Brief 6. Demonstrating the techniques, skills & knowledge you have acquired to date, you will produce a design of a Visual Merchandising related structure/environment - e.g. display, window display, store interior or exterior including merchandise, kiosk. This will be achieved through a process of morphing drawings. These 3D morphing drawings must show a convincing, smooth, evenly-stepped transition to the final design concept. Drawings will be colour rendered and finished to a standard suitable for presentation to the client.


Assessment Matrix

Other Information

           

Competency based assessment

You will receive ongoing verbal feedback of your progress within class time.

Assessment Grading: Your final level of assessment for this course will be graded as follows.


CHD : Competent with High Distinction : 80 – 100
CDI : Competent with Distinction 70 – 79
CC - Competent with Credit : 60 – 69
CAG - Competency Achieved Graded : 50 – 59
NYC - Not Yet Competent - 0 – 49
DNS :Did Not Submit for Assessment

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