Course Title: Apply principles of visual design and communication to the development of a multimedia product

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: COMM5452C

Course Title: Apply principles of visual design and communication to the development of a multimedia product

School: 345T Media and Communication

Campus: City Campus

Program: C4197 - Certificate IV in Creative Industries

Course Contact : Program Administration - Adam Lovell

Course Contact Phone: 03 9925 4976

Course Contact Email:adam.lovell@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Anthony Roberts 
Phone: 9925 8012 (leave message)
Email: anthony.roberts@rmit.edu.au

Nominal Hours: 40

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

This course covers the skills and knowledge required to incorporate the principles of visual design and communication into the development of multimedia products.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFMEM07A Apply principles of visual design and communication to the development of a multimedia product

Element:

1. Receive and interpret the brief

Performance Criteria:

1.1 Liaise with the relevant personnel to interpret and identify the objective and outcomes of the multimedia product, considering the application of visual design and communication techniques to ensure the creative, technical and production requirements can be met.
1.2 Identify all relevant factors which may determine and affect visual design and communication concepts and application through the breakdown and interpretation of the brief and liaison with relevant personnel.
1.3 Clarify target use/audience to determine the format and delivery platform of the multimedia product through discussion with relevant personnel.

Element:

2. Generate and assess ideas

Performance Criteria:

2.1 Generate a range of visual design and communication ideas which are technically feasible. Respond to the brief and provide creative solutions to all design issues.
2.2 Discuss visual design and communication ideas and collaborate, as required, with relevant personnel to ensure contribution of a range of ideas and creative solutions to the initial concept
2.3 Continuously reflect on and assess the creative ideas and solutions for implications on budget, timeline, technical feasibility and suitability to meet the brief

Element:

3. Conduct research

Performance Criteria:

3.1 Research and compare techniques and tools for visual design and communication available for use in the creation of a multimedia product, exploring the characteristics and differences of digital imaging and traditional imaging.
3.2 Research and compare the range of delivery platforms available for multimedia products.
3.3 Explore the range of typographical and visual elements that are appropriate in the development of a multimedia product
3.4 Identify the relationship between the visual components and the hardware required
3.5 Organize research media and findings for use by all relevant personnel throughout the design development process, updating as required
3.6 Evaluate the initial discussions and design brief against the findings and discuss with relevant personnel.

Element:

4. Select media/materials for use in visual design and communication

Performance Criteria:

4.1 Identify the range of visual design and communication techniques which fulfil the creative, technical and production requirements for the brief
4.2 Select the appropriate visual design and communication techniques which fulfil the creative, technical and production requirements for the brief
4.3 Gather relevant materials and media, ensuring their compatibility to the creative , technical and production requirements for the brief
4.4 Consult relevant personnel to ensure that all required media is identified and sourced and ensuring that selection is based on the understanding of the user characteristics and capabilities

Element:

5. Apply visual design and communication techniques

Performance Criteria:

5.1 Using selected techniques to develop for the structure of the product, ensuring that all elements are fully documented for future use
5.2 Consider the relevant multimedia elements required to achieve the desired outcome
5.3 Discuss technical parameters and planning with relevant personnel to achieve the most appropriate format
5.4 Determine the range of appropriate design parameters and employ these to fulfil the brief, ensuring the creative, technical and production resources are adequate to achieve the final outcome

Element:

6. Evaluate visual and communication design techniques

Performance Criteria:

6.1 Review the visual design and communication techniques to assess creative solutions to design brief, appropriateness to the user/audience and technical feasibility
6.2 Discuss and confirm additional requirements or modifications to the overall design and undertake any necessary amendments.


Learning Outcomes


On successful completion of this unit you will be able to apply visual design and communication design techniques to a multimedia product.


Details of Learning Activities

Learning activities will consist of
• lectures
• workshops
• practical exercises
• discussions
• screenings
• independent research


Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs

Week and DateClass ContentOtherElements and
Competencies
Week 1 Introduction to course
Design Principles / Discussion
Mood Boards
 1.1,1.2, 1.3, 2.2, 3.1
Week 2 Intro. to Photoshop
Image adjustment, layers, selections, text
Assignment 1:
Collage (In class)
4.2, 4.3. 4.4, 5.1, 6.1,6.2
Week 3 Masking, selections
Other relevant Photoshop tools
 4.2, 4.3. 4.4, 5.1, 6.1,6.2
Week 4 Masking, selections
Other relevant Photoshop tools
Assignment 2:
Layer masks
(In class)
4.2, 4.3. 4.4, 5.1, 6.1,6.2
Week 5 Illustrator, Vector Graphics, Shape tools, text & other relevant tools 4.2, 4.3. 4.4, 5.1, 6.1,6.2
Week 6

Illustrator Pen Tool

Software revision

 4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 7  In Design, Layout & Typography Assignment 3:
In-Design
(In class)
 4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 8 In Design, Layout & Typography  4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 9  In Design, Layout & Typography  4.2, 4.3. 4.4, 5.1, 6.1,6.2
Week 10 Software revision & Major Project workAssignment 4:
Concept
1.1,1.2, 1.3, 2.2, 3.1
 Week 11  Software revision & Major Project work  1.1,1.2, 1.3, 2.2, 3.1,4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 12  Software revision & Major Project work  1.1,1.2, 1.3, 2.2, 3.1,4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 13 Software revision & Major Project work  1.1,1.2, 1.3, 2.2, 3.1,4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 14  Software revision & Major Project work  1.1,1.2, 1.3, 2.2, 3.1,4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 15   Major Project work  1.1,1.2, 1.3, 2.2, 3.1,4.2, 4.3. 4.4, 5.1, 6.1,6.2
 Week 16  Major Project work Assignment 5:
Production
 6.1,6.2
    


Learning Resources

Prescribed Texts

Class Handouts


References

You are advised to look at the course Blackboard site for ongoing updated information.


Other Resources

Pen, paper


Overview of Assessment

Assessment tasks include a series of practical tasks.


Assessment Tasks

To demonstrate competency in this course you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.

1. Assignment 1: Mood-board ‘collage’ (In class), due week 2

• Collect a series of image references from the internet and create a mood-board ‘collage’ using primarily Photoshop’s selection techniques.

2. Assignment 2: Photoshop layer masks (In class), due week 4

• Create an imaginative image constructed from sources supplied by your teacher. This activity will extend your Photoshop selection techniques

3. Assignment 3: Concept stage (In class), due week 7

• Verbal presentation on the Art/Design movement - based on your research
• A4 sized thumbnail sketches & layout design
‘Moodboard’ of images

4. Assignment 4: In – design document (In class), due week 10

• Create an imaginative image constructed from sources supplied by your teacher. This activity will extend your Photoshop selection techniques

5. Assignment 5: Production stage, due week 16

• 4 page A4 document
• Photographs and images at full print resolution. 300 dpi at 100% scale
• Examples of Art work used in the brochure must include the artist name and/or the source of the image. Where possible students should ‘source’ their own images

Process:
• Brainstorm to generate concepts for your design document layout
• Develop concepts into rough sketches for design & layout, as per the above specifications
• Consider your use of the grid, information hierarchy & typography
• Develop a working version of the document
• Adjust the document according to feedback
• Add final content as developed
• Fine tune layout, hierarchy & typography
• Test & finalise document
• Final submission

The details on these assessments and the grading criteria for this competency can be found on the course blackboard site.

Grades used in this unit are as follows:

80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail


Assessment Matrix

The assessment matrix demonstrated alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration

Other Information

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview