Course Title: Develop a basic design concept

Part B: Course Detail

Teaching Period: Term1 2007

Course Code: GRAP5154C

Course Title: Develop a basic design concept

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C5069 - Diploma of Arts (Graphic Arts)

Course Contact : Annette Cook

Course Contact Phone: +61 3 9925 9438

Course Contact

Name and Contact Details of All Other Relevant Staff

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


Course Description

This course covers the effective development and production of a basic design concept.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

ICPPP11BA Develop a basic design concept


Assemble layout materials

Performance Criteria:

2.1 Client copy and images are assembled to conform with the brief requirements
2.2 Library files are accessed for relevant data to conform with the brief requirements
2.3 Appropriate equipment and materials to complete the layout are assembled to enable the brief to be undertaken efficiently
2.4 The design area is cleaned and prepared ready for use


Assess the requirements of the brief

Performance Criteria:

1.1 The printing requirements of the layout brief are determined to align pre–press processes with printing feasibility
1.2 The brief is broken down into stages of production in order to determine a plan of procedure
1.3 A plan of action is determined to meet the time requirements of each stage so that deadlines are identified and adhered to
1.4 Correct design and typographic terms are used to facilitate communication in accordance with industry standards


Check for suitability

Performance Criteria:

5.1 The layout is checked to eliminate omissions and errors
5.2 The layout design is checked against the requirements of the brief to conform with the proposed printing process
5.3 The layout is rendered ready to present to the client


Produce finished artwork

Performance Criteria:

4.1 A layout grid is ruled–up to meet the specifications of the brief
4.2 Type is selected for readability and fitted into the grid space allocated to conform with brief requirements
4.3 Photographs and illustrations are selected, scaled and cropped appropriately to fit the grid space allocated
4.4 Overlays / colour roughs are created to accord with brief specifications
4.5 The components of the layout are positioned accurately using keylines to conform with the grid framework


Render a simple graphic design

Performance Criteria:

3.1 The client requirements are checked to ensure a design concept matches the brief
3.2 Preliminary graphic design ideas are sketched in accordance with the brief
3.3 A simple graphic design concept is rendered electronically or manually to conform to the brief
3.4 The rendered graphic design is checked for accordance with the requirements of the brief


Tidy materials and store data

Performance Criteria:

6.1 Equipment and materials are returned to storage in accordance with enterprise requirements
6.2 Design data and materials are filed ready for future retrieval in accordance with enterprise requirements
6.3 The design area is cleaned to enterprise requirements ready for re–use

Learning Outcomes

1 Assess the requirements of the brief
2 Assemble layout materials
3 Render a simple graphic design
4 Produce finished artwork
5 Check for suitability
6 Tidy materials and store data

Details of Learning Activities

On your timetable, this competency, in conjunction with CUVCRS16A (Prepare text and graphic files for print processing), CUVCOR09A (Select and apply drawing techniques and media to represent and communicate the concept) and ICPPP53BA
(Output images to electronic media) will be referred to as Finished Art.
This unit describes the skills and knowledge required to develop a coherent design which represents and communicates the intentions of a given brief. This is a core unit which complements and underpins all the specialisation units.
Activities could include:
• Research
• Computer based research
• Computer based design
• Illustration
• Industry driven briefs
• Presentations

Teaching Schedule

SEM 1  CUVCRS16A Elements 1,2,3
ICPPP11BA Elements 1,2,3,4,5,6
For all semester one
1 Orientation Week 
2 Exercise business card 
3 Exercise business card 
4 Exercise DL brochure 
5 Exercise DL brochure 
6 Exercise Press Ads 
7 Exercise Press Ads 
8 Exercise Press Ads 
9 Brief One - Book Cover Designs  
10 Brief One - Book Cover Designs  
11 Brief One - Book Cover Designs  
12 Brief One - Book Cover Designs  
13 Brief One - Book Cover Designs  
14 Brief One - Book Cover Designs  
15 Brief Two – Destination Brief 
16 Brief Two – Destination Brief 
17 Folio week 
18 Tutorial Week - International Students 
SEM 2  CUVCRS16A Elements 1,2,3
ICPPP11BA Elements 1,2,3,4,5,6
ICPPP53BA Elements 1,2
CUVCOR09A Elements 1,2,3
For all semester two
1 Brief Three - Magazine Layout 
2 Brief Three - Magazine Layout 
3 Brief Three - Magazine Layout 
4 Brief Three - Magazine Layout 
5 Brief Three - Magazine Layout 
6 Brief Four - FMCG Packaging 
7 Brief Four - FMCG Packaging 
8 Brief Four - FMCG Packaging 
9 Brief Four - FMCG Packaging 
10 Brief Four - FMCG Packaging 
11 Brief Five - DVD Disc and Cover 
12 Brief Five - DVD Disc and Cover 
13 Brief Six - Banners and Display 
14 Brief Six - Banners and Display 
15 Brief Six - Banners and Display 
16 Brief Six - Banners and Display 
17 Folio Week 
18 Tutorial Week - International Students 

Learning Resources

Prescribed Texts



Other Resources

Overview of Assessment

The assessment will be as follows:
- Exercises
- Practical projects

Students will be tutored with a verbal and/or written evaluation of their progress, within class time and in response to each submission.

A final assessment of Competency Achieved or Not Yet Competent will be given at the end of the course when students will submit all completed work. A graded assessment will also occur for this course.

To be deemed competent students must demonstrate competence in all Learning Elements and related Performance Criteria.

This course is co-assessed with GRAP 5155 Print processes, MANU 5731 Electronic media output, GRAP 9423 Drawing techniques.

Assessment Tasks

Exercise One – Business Card
Exercise Two – DL Brochure
Exercise Three – Press Ads
Brief One – Book Cover Designs
Brief Two – Destination Brief
Brief Three – Magazine Layout
Brief Four – FMCG Packaging
Brief Five – DVD Disc and Cover
Brief Six – Banners and Display
• Most briefs are evenly weighted and the marks will be averaged out at the completion of the unit.

Assessment Matrix

HD High Distinction = 80-100%
DI Distinction = 70 -79%
CR Credit = 60 - 69%
PA Pass (Higher Grade Available) = 50 -59%
PX Pass (No Higher Grade Available) -
NN Fail = 0 - 49%
NYC(not yet competent)
CA (competency achieved)

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Late submissions and single item extensions
In all courses marks are deducted for late submission unless Special Consideration or an Application for Extension is sought. If a student feels they may miss a deadline for a single item submission they may negotiate an extension with their teacher. They must negotiate the extension by the due date of submission. They must complete the Application for Extension form available for the Administration Office on level 3 B515. (This does not apply where there are a number of missed submissions due to general difficulties – see Special Consideration).

Cover Sheet for Submissions
All students must complete a submission cover sheet for ever piece of submitted work. This signed sheet acknowledges they are aware of the plagiarism implications noted below.

Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.

Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse to assess the work on the basis of authentication issues.
Course guide is subject to change in relation to project variations.

Course Overview: Access Course Overview