Course Title: Develop concept visuals

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: MKTG5867C

Course Title: Develop concept visuals

School: 320T Design (TAFE)

Campus: City Campus

Program: C5235 - Diploma of Visual Merchandising

Course Contact : Tim McCarthy

Course Contact Phone: +61 3 9925 4819

Course Contact

Name and Contact Details of All Other Relevant Staff

Norman Ireland

John Owe Young

Sam Falanga

Nominal Hours: 45

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

Provides advanced illustrative and rendering skills required by the VM Industry to produce accurate visual representations of proposed product presentations, displays, exhibitions and events.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRRMER011A Develop concept visuals


1.  Research and produce a variety of rendered finishes

Performance Criteria:

1.1  Select suitable render materials and media to depict the image required by the client.
1.2  Produce rendered simulations of plastic, reflections, timber, glass, fabric and stone where relevant to the project specification.


2.  Produce design alternative concepts

Performance Criteria:

2.1  Utilise different drawing techniques to produce drawings that enhance a given product or retail image.
2.2  Produce illustrations depicting design alternatives for retail facade refurbishment.
2.3  Develop concept visuals for corporate trade shows and exhibitions to meet client brief.
2.4  Produce rendered visuals depicting a series of interior and exterior views of specified retail outlets.


3.  Present concept visuals

Performance Criteria:

3.1  Present concept visuals in a two-dimensional visual portfolio.
3.2  Make written or verbal presentations in support of a visual portfolio where appropriate.

Learning Outcomes

Required skills:

The following skills must be assessed as part of this unit:
• interpersonal communication skills to:
• present verbally to client through clear and direct communication
• share information
• use language and concepts appropriate to cultural differences
• use and interpret non-verbal communication
• negotiating design briefs with internal managers or external clients
• written presentation skills
• analysis and interpretation of client specifications
• producing rendered illustrations
• design skills.

Required knowledge:
The following knowledge must be assessed as part of this unit:
• rendering materials and media
• current retail shop fitting and facade design
• industry concept visual presentation standards.

Details of Learning Activities

Students will learn how to render a broad variety of finishes. These techniques will be used to simulate assorted materials and finishes in a variety of concept visuals.

Brief 1
Students will render a range of given fittings and fixtures using a variety of techniques.

Brief 2
Students are required to draw and render an Exhibition stand working from a given brief. Individual components floor sections are to be illustrated as directed, ie., glass, timber, tiles, etc.

Brief 3
Students are required to complete or re-draw a store that has been partially drawn in perspective/drafting, changes may be made dependent on what lifestyle or merchandise is to be used.

Specifics, the final presentation consists of 4 separate panels:
1. Interior view, including human figures
2. Store front view, including mall floor and ceiling
3. Illustrated floor plan
4. Sample board, including the legend.

Teaching Schedule

WEEK               DATE                   COURSE  CONTENT                                                                                                                                                                                                                                                                                                           
11 July Intro to the course
Copic marker exercise, spheres, cones, cubes. Using various greys. Begin illustration of groupings of bottles, mostly greys, focus on shape and form.
Perspective elements
218 JulyFurther illustration of bottle groupings, highlights, shadow, reflections.
Perhaps begin to sketch and render glossy product, mostly marker, some pencil for highlights and shadows.
325 JulyContinue with glossy product, Twisties packs, Mars Bars
(explain and demonstrate that glossy wrap need to be sectioned to achieve the wrinkled finish)
41 AugustContinue with the glossy product and introduce and begin the fashion illustration. Editorial style needs to be considered, ie., Vogue, Harpers Bazzar.
Perhaps 1 double page spread, title, human form, accessories
58 AugustOngoing fashion illustration, rendering techniques, font selection support, text blocked in, should be finished in class. Students to bring in 3 disparate objects for next class. Assessment
615 AugustIntroduce morphing exercise, demonstrate how to morph. Explain that there are 4 morphs between the 3 products to enable a smooth transformation. 
722 AugustOngoing morphing exercise, reinforce the need to morph slowly from 1 shape to the next, morph the colour also. 
829 AugustContinue morphing exercise, hand in next lesson. Assessment
95 SeptemberDemonstration of different finishes, glass, timber, steel tiles, carpet.  Student participation. 
1012 SeptemberStudents are to render given fixtures and fittings using the skills that were demonstrated previously, ie., glass, timber, etc. (reinforce perspective view).  
1119 SeptemberStudents are to begin work on a given perspective drawing of an exhibition stand.  The stand has been partially drawn, and using the given directions, students will complete the drawing, perhaps begin to render. (student should have samples prior to rendering) 
26 September to 7 October  (inclusive) Student Holidays
1210 OctoberOngoing work on the exhibition stand, further demonstrations of illustrative techniques.  Do we brand the stand with a brackground panel?  Demo 
1317 OctoberContinue with illustration and rendering demo on how to illustrate individual sections and then do a cut and paste.  Remind students to include the human form in at laste 2 different locations to reinforce perspective. 
1424 OctoberStudents should be able to complete the exhibition stand today and begin work on the sample board.  Note you should include your business card on both your design and the sample board. 
1531 OctoberAll components of your design should be completed today to enable a stress free hand in next lesson. 
167 NovemberIf needed class time is available.   FINAL hand in today. Assessment

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

• a two-dimensional visual portfolio using a broad range of visual merchandising related illustrative techniques in response to each project specification
• written and verbal supporting presentations and reports where relevant.

Assessment Tasks

Critical aspects for assessment and evidence required to demonstrate competency in this. Evidence of the following is essential:
• a two dimensional folio using a broad range of visual merchandising illustrative techniques in response to each related project specification
• written and verbal supporting presentations and reports where relevant.

Assessment Matrix

This will help you to se how the assessment tasks relate to the elements and the skills and knowledge needed to achieve competency in this course.


Competency code and title:     

WRRVM9A Develop Concept Visuals

Assessment  1           

Elements: 1.1, 1.2, 2

Assessment 1                        

Elements: 1, 1.1, 1.2, 2, 2.2, 2.3, 3

Assessment  3

Elements: 1.1, 1.2, 1.3, 2.1, 2.2, 3    

Assessment 4

Elements:  1, 2, 2.1, 2.2, 2.3, 3

Course Overview: Access Course Overview