Course Title: Create visual design components

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: VART6059C

Course Title: Create visual design components

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Raoul Youngson

raoul_media@me.com

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

People in this role work closely with other members of a production team. They create visual design components in response to specifications and under the supervision of a graphic designer or producer. They contribute creative ideas to the overall concept that needs to take account of technical considerations, such as the final delivery platform. 
 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFDIG304A Create visual design components

Element:

1. Clarify work requirements

Performance Criteria:

1.Clarify type of visual design components required, in consultation with relevant personnel
2.In discussion with relevant personnel, identify factors that may determine or affect visual design concepts, including design techniques
3.Clarify in discussion with relevant personnel the target user and audience, and determine format and delivery platform

Element:

2. Generate and assess ideas

Performance Criteria:

4.Review media products, designs, images, artwork and other creative sources that may inspire visual design ideas
5.Obtain other relevant information that may influence design ideas
6.Generate a range of visual design ideas that are technically feasible, respond to specifications and provide creative solutions to all design issues
7.Present visual design ideas to relevant personnel using design techniques

Element:

3. Plan approach

Performance Criteria:

8.Experiment with traditional and digital imaging techniques to create required visual design components
9.Explore range of typographical and visual design elements to create the components
10.Evaluate initial design ideas and specifications against findings and discuss with relevant personnel to select final design concept
11.Select design technique and discuss with relevant personnel to ensure appropriate output format meets delivery platform requirements

Element:

4. Produce visual design components

Performance Criteria:

12.Develop structure for components based on the final design concept using selected design techniques
13.Apply visual design principles and communication principles to produce components
14.Save visual design in an appropriate format that satisfies the technical parameters determined in consultation with relevant personnel
 

Element:

5. Finalise visual design components

Performance Criteria:

15.Review visual design components to assess whether creative solutions meet design and technical specifications
16.Discuss and confirm with relevant personnel additional requirements or modifications and undertake any necessary amendments

Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to create visual designs for a range of interactive media components.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments. There will be a large range of online materials incorporated into these learning activities with occasional online theory classes forming part of the online learning schedule.


Teaching Schedule

WK 0  Course Induction
•Course delivery and assessment details
•Course support documents
•Online learning environment
•Grading
•Plagiarism
•Appeals
•Extensions
•Feedback
•Privacy
•Submission requirements
•Resubmission policy
•Where to get support
•Student responsibilities
WK 1  Principles of Visual Communication
 Introduction to creating visual design components
•Form & Layout
•Colour and perception
•Colour and cultural signifiers
•The Identity of colour
•Space & texture
•Contrast
•Content & Concept
WK 2  Introduction to Typography
•Serif and san-serif type
•Type legibility for print and screen media
•Kerning, tracking & leading
•Type selection
•Issues related to style
WK 3  Principles of Logo Design
•Branding marks
•Review effective logos
•Sketching logo designs
WK 4  Vector graphics software
•Using Adobe Illustrator
WK 5  Week Commencing 30 Jul 2012 - Student Study Week
WK 6  Vector graphics software cont
•Using Adobe Illustrator
WK 7  Combining images with vector graphics
•Preparing photographic images for import to Adobe Illustrator
•Resolution and bit-depth
•Colour correction
•Reading histograms
•Adjusting levels and curves
WK 8  Principles of Design For Online Media
•Vector versus bitmap art online
•Type selection for online clarity
•GUI design principles
•Structuring the page
Week Commencing 27 Aug 2012 – Mid Semester Break
WK 9  Bitmap graphics software
•Using Adobe Photoshop to create and manipulate images
•Media and methods
•Photoshop essentials for preparing images
WK 10  Bitmap graphics software continued
•Using Adobe Photoshop to create and manipulate online images
WK 11  Integrating type and Image
•Structuring the page
•Layout systems
•Visual logic
•Type hierarchy
•Strategies for composition
WK12  Type for body copy
•Structure and optics
•Issues related to style
•Mechanics of text
•Type as information
•How colour changes text
WK 13  Colour Theory
•Colour systems
•RGB, CMYK, Index & Bit Colour
•Colour and perception
•Preparing colour for various media distribution types
•Colour impact, organization and emotion
WK 14  Visual Storytelling
•POV and camera angle
•Perspective
•Continuity
•Transitions

WK 15  Students completing Projects

WK 16  Design Evaluation
•Design rational investigation
•Group critique of design projects


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

Assessment 1
Individual Assessment
Create Visual Design Components
Due:Week 6

Instructions:
•This assessment is a individual assessment.
•Students will be provided an assessment task in week 2
•The assessment is accessed through the BlackBoard / Assessments / Create Visual Design Components
•Students MUST follow the outline provided (Refer “Tips to Writing a Media Plan”)

Marking Guide:
The marking guide is available on BlackBoard under Create Visual Design Components

Assessment 2
Individual Assessment
Create Visual Design Components
Due:Week 12

Instructions:
•This assessment is a individual assessment.
•Students will be provided an assessment task in week 2
•The assessment is accessed through the BlackBoard / Assessments / Create Visual Design Components
•Students MUST follow the instructions provided

Marking Guide:
The marking guide is available on BlackBoard under Create Visual Design Components


Assessment 3
Individual Assessment
Create Visual Design Components
Due:Week 16

Instructions:
•This assessment is a individual assessment.
•Students will be provided an assessment task in week 2


Assessment Matrix

Course Overview: Access Course Overview