Course Title: Produce retail visual illustrations

Part B: Course Detail

Teaching Period: Term1 2007

Course Code: MKTG5698C

Course Title: Produce retail visual illustrations

School: 320T Design (TAFE)

Campus: City Campus

Program: C5177 - Diploma of Visual Merchandising

Course Contact : Jo Beckerleg

Course Contact Phone: 9925 4211

Course Contact Email:joanne.beckerleg@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 32

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 unit encompasses the skills and knowledge required to produce simple visual representations of proposed product presentations and display exhibitions.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

WRRVM2A Produce retail visual illustrations

Element:

Produce colour schemes to suit specific visual merchandising promotional themes

Performance Criteria:

Colour schemes are produced to suit specific visual merchandising promotional themes.

Sketches are designed to reflect the design elements required for the visual identity of the promotion.

Colour visual sketches are used to demonstrate how the colour scheme will appear in situ.

Element:

Produce images of objects and interiors

Performance Criteria:

Accurate observation of proportion is utilised in sketch illustrations.

Sketches of objects and interiors are drawn in perspective.

Effective contrast of tone, colour and surface is demonstrated in sketch illustrations.

In situ mannequins are depicted in correct proportion.

Element:

Produce interior and exterior colour schemes

Performance Criteria:

Terms of brief and budget limitations are negotiated with client/s.

Colour sample boards are produced to demonstrate colours and textures to suit corporate image, target market and promotional theme/s.

Store and merchandise colour concepts with accurate specifications and tonal rendering are produced to meet client/s requirements.

Element:

Produce product illustrations

Performance Criteria:

Illustrations depict accurate observation of products.

Shading, tonal scales, contour, variation in weight of line work and balance of negative space are used to accurately depict products.

Colour and finish of products is finished accurately.

Products are depicted in correct proportion and to customer specification.

Element:

Produce quick sketches

Performance Criteria:

A variety of methods, techniques and effects are used to describe fixtures, product presentations and display points.

Sketches are suitable for presentation to industry.


Learning Outcomes


1. Produce product illustrations
2. Produce images of objects and interiors
3. Produce interior and exterior colour schemes
4. Produce colour schemes to suit specific visual merchandising promotional themes
5. Produce quick sketches


Details of Learning Activities

On your timetable this competency will be referred to as Illustration.
In this unit you will develop the skills required to produce visual representations of product, figures, V.M.P., illustrations and quick fashion drawings, using pencil and markers to achieve,shape tone proportion and perspective.

Activities could include.
Marker demonstrations,tips and hints.
Fashion and figure illustration employing economic use of line.
Jewellery and food illustration.
Promotional illustration.


Teaching Schedule

WEEKCLASS CONTENTPERF.CRITERIA
1Introduction to the course, share previous works. 
2Proportion, product , figures. Pencil rendering.1.1. 1.2. 1.4.
3Tone and Light, to produce a series of quick marker illustrations2.1 .2.3.
4Tone and Light, to continue with marker illustrations.2.1. 2.3.
5Line and composition, quick fine liner illustrations.1.1. 1.2. 2.3.
6Line and composition, ongoing fine liner illustrations.1.1. 1.2. 2.3.
7Colour and Product illustrations, jewellery, food.[gloss and sparkle].1.3 .2.4. 3.2 .3.3.
8Colour and product illustrations, ongoing.1.3. 2.4. 3.2. 3.3.
9Colour and product illustrations, ongoing.1.3. 2.4. 3.2. 3.3.
10Retail, editorial illustrations-fashion.5.1. 5.2.
11Retail,editorial illustrations-fashion.5.1. 5.2.
12Retail Bay illustrations2.2. 3.1. 4.1. 4.2. 4.3.
13Retail Bay illustrations.2.2. 3.1. 4.1. 4.2. 4.3.
14Retail Bay illustrations.2.2. 3.1. 4.1. 4.2. 4.3.
15Promotional illustrations, invent your own product.4.5. 5.2.
16Promotional illustrations, invent your own product.4.5. 5.2.
17Student tutorials, presentations. 


Learning Resources

Prescribed Texts


References

TBC


Other Resources


Overview of Assessment

• Developing project brief
• Portfolio presentations
• Application of technical skills


Assessment Tasks

Brief 1 Proportion, product and figures.
Brief 2 Tone and light.
Brief 3 Line and composition.
Brief 4 Colour and product illustrations.
Brief 5 Retail illustrations.
Brief 6 Fashion /editorial illustrations.
Brief 7 Promotional illustrations.
• All briefs are evenly weighted and the marks averaged out at the completion of the unit


Assessment Matrix

Course grading

HD High Distinction 80-100% competency achieved
DI Distinction 70-79% competency achieved
CR Credit 60-69% competency achieved
PA Pass (higher grading available) 50-59% competency achieved
PX Pass (no higher grading available) N/A competency achieved
NN Fail 0-49% not yet competent

• Students must pass all assessment tasks in order to pass this course

Attendance
The major learning experience involves class activities, demonstrations, observational sketches. 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. 

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 the work on the basis of authentication issues.

Late submissions
Late submissions may be considered at the teacher’s discretion, provided that:
a. A medical certificate has been produced; or
b. 48 hours notice is given re the inability to meet the nominated deadline; or
c. Special consideration forms have been completed.
Late submissions must be in consultation with the teacher and penalties may occur.
This is aligned with standard visual merchandising industry practice.

• Students may be permitted to resubmit work upon application with course teacher.

• Course guide is subject to change in relation to industry demands and availability.

Course Overview: Access Course Overview