Course Title: Produce retail visual illustrations

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG7845C

Course Title: Produce retail visual illustrations

School: 320T Architecture & Design

Campus: City Campus

Program: C5325 - Diploma of Visual Merchandising

Course Contact: Tim McCarthy

Course Contact Phone: +61 3 99254819

Course Contact Email: tim.mccarthy@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

John Owe Young

email john.owe-young@rmit.edu.au

Tel: 9925 4685

Building 94, Level 6, Staff Room 001

 

Sam Falanga

samuel.falanga @rmit.edu.au

Tel: 9925 4670

Building 94, Level 6, Staff Room 001

 

Phillip Ferrotto

email: phillip.ferrotto@rmit.edu.au

Tel:

 

Kristine Piggford

email; kristine.piggford@rmit.edu.au

Tel:

Building 94, Level 5 staff room

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

In this unit you will develop the skills and knowledge required to produce simple visual illustrations of proposed product presentations and exhibition displays. It covers design elements, illustration techniques and colour schemes to produce illustrations that depict in situ product presentations and exhibition displays. It also includes consulting with clients to clarify available budgets.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRRMER508 Produce retail visual illustrations

Element:

1. Produce product illustrations.

Performance Criteria:

1.1.Use illustration techniques and relevant equipment and materials to depict accurate observation of products.
1.2.Apply shading, tonal scales, contour, variation in weight of line work, and balance of negative space to depict products.
1.3.Accurately reflect colour and finish of sample products.
1.4.Depict products in correct proportion and to customer specification.

 

Element:

2. Produce images of objects and interiors.

Performance Criteria:

2.1.Use accurate observation of proportion in sketch illustrations.
2.2.Draw sketches of objects and interiors in perspective.
2.3.Demonstrate effective contrast of tone, colour and surface in sketch illustrations.
2.4.Depict in situ mannequins in correct proportion.

Element:

3. Produce interior and exterior colour schemes.

Performance Criteria:

3.1.Negotiate terms of brief and budget limitations with client.
3.2.Produce colour sample boards to demonstrate interior and exterior colour schemes with colours and textures to suit corporate image, target market and promotional themes .
3.3.Produce store and merchandise colour concepts with accurate specifications and tonal rendering to meet client requirements.

Element:

4. Produce colour schemes for promotions.

Performance Criteria:

4.1.Produce colour schemes to suit specific visual merchandising promotional themes.
4.2.Design sketches to reflect design elements required for the visual identity of the promotion.
4.3.Use colour visual sketches to demonstrate how the colour scheme will appear in situ.

Element:

5. Produce quick sketches.

Performance Criteria:

5.1.Use a variety of methods, techniques and effects to describe fixtures, product presentations and display points.
5.2.Produce sketches suitable for presentation to industry.


Learning Outcomes


On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.


Details of Learning Activities

CLUSTERING: This unit will be delivered and assessed in conjunction with GRAP 5353C (BSBDES301A Explore the use of colour)

These units will be delivered in class at the city campus. Delivery will include the following.

Practical demonstrations

Analysis/critique of relevant reading material

Design activites or projects

Peer learning

Independent project based work

Visits to current retail environments

You will use a range of sketching styles, rendering techniques, equipment and materials to produce industry standard dawings for various promotional, branding client needs. You will use your investigations of the theory of colour to produce appropriate  colour concepts as well as colour samples for these promotional, branding and client needs. Drawings will be done from observation in class as well as on site in commercial contexts.


Teaching Schedule

This unit is deliverd and assessed in conjunction with GRAP 5353C BSBDES301A Explore the use of colour

16 week course outline

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

 

WeekCLASS CONTENT
Students will sketch & render to produce drawings to meet client, promotional & branding needs. “Show product in situ”.
 

GRAP5353C

Competency, code & Elements
BSBDES301A Explore the use of colour
 

MKTG7845C

Competency, code & Elements
SIRRMER508 Produce retail visual illustrations

 Assessment1Discuss course content & expectations., Share previous works. Discuss course outline clustering Illustration 1 & Colour over the Semester (16wks).
Discuss programmed work, assessment, OHS, RPL etc. Brief Grey Scale, Brief Draw Products
1. Overview of projects for the semester.
2. Briefs – Both verbal & written
3. Choose project theme (investigate)
5. Budgeting – record your expenses
6. Introduce Colour: What is colour?
7. Brief 1Due Week 4 – Colour in retail Graded

1. Tonal exercise – Class activity.
Students will produce a grey scale using various grade pencils,
This scale will be used to assist students in their drawing. Reduced Grey Scale 10 Mins – Demo production of scale & use as a reference in drawing
2. Product Drawings – Line type & Tonal Rendering
Eliminate colour in product to focus on tonal gradation to model 3D form, position product in pictorial space. Show product in situ.
*For next week bring a patterned scarf or fabric

1.1, 1.2  1.1, 1.2, 2.1 PX2Brief 2 Due Week 3 Product with fabric
Draw Product with fabric. (Consistent with your chosen theme)
Students will illustrate and render groupings of products. Model 3D form & pictorial space.
You are required to use various pencils to show, shape, form and subtle tonal variations. A paper stump may be used to assist in the rendering process. Show product in situ.

5 Basic Forms - Simple Cone, Sphere, Cylinder, Taurus, Box, & fabric – Explore & represent different shadow & lighting arrangements. Series of Quick sketches of varying duration. Include Colour accents

1.1, 3.1, 3.2  1 .1, 1.2, 1.4, 2.1, 2.1, 2.3 PX3Brief 2 product with fabric due today: Complete product with fabric illustrations

Brief 3Due week 5 Colour Product illustration - Colour Products
Show product in situ.

 1.1, 3.1, 3.2 1 .1, 1.2, 1.4, 2.1, 2.1, 2.3 PX4Brief 11Colour in Retail due today Graded

Brief 3Due Week 5. Colour Product illustration. Demonstrate techniques for using COPIC markers to draw geometric shapes & material finishes – timber, glass, metal, plastic & fabric. Lighting & shadows.
You are required to sketch and render product groupings. Mixed media may be used, but the primary medium is to be COPIC markers
Illustrations must show product in situ within a range of VM contexts suited to requirements of client. (1 x store exterior, 1 x store interior)
Colour Groupings

 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 3.1, 3.3, 4.1, 4.2, 4.3 Graded5Brief 3 colour product illustration Due today – complete colour product illustration with Copic markers
Brief 4 My favourite colour Due week 10 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 3.1, 3.3, 4.1, 4.2, 4.3 Graded6Brief 5Due Week 8 Jewellery (glossy product) illustrations.
You are required to illustrate various high gloss pieces of jewellery or design embellishments for your products. Mixed media, mostly marker.
Illustrations must show product in situ within a range of VM contexts suited to requirements of client. Show product in situ (1 x store exterior, 1 x store interior) Include mannequin or bust form 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 PX7 Brief 5 Due week 8 – Continue glossy product illustration with Copic markers: 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 PX8 Brief 5 Jewellery (glossy product) Due today - complete glossy product illustration with Copic markers. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 PX9 Brief 6 Due week 11 Fashion/accessory Illustration
1. Show product in situ. (1 x store exterior, 1 x store interior)
2. Include mannequin or bust form
3. Negotiate terms of brief & budget with client.

Fashion/accessory illustrations showing product & mannequins in situ in commercial contexts to meet client needs. Scale and proportion with appropriate colour schemes informed by Colour Theory.
Show product in situ

 

 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded10 Brief 4 My favourite colour Due today Brief 6 Due week 11- Continue Fashion/accessory illustrations
Show product in situ. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded11 Brief 6 Fashion/accessory illustration Due today
Complete Fashion/accessory illustrations
Show product in situ.
* For next week bring to class a vegetable e.g. capsicum or pumpkin etc. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded12 Brief 7Due Week 16. Morphing Illustrations -
Bring to class a vegetable e.g. Capsicum or pumpkin etc. Show products in situ.
Specifics. Using the vegetable as the starting point, you are required to use the features of the vegetable to design VM related structure/s – Kiosk, merchandiser, store, venue) Your illustrations must show a smooth, gradual & logical transition from the vegetable, to the final design. (Morphing from one object to the other) Mixed media, mostly marker. Transitions must be done in 10 equal steps i.e. “No sudden jumps”.
Negotiate terms of brief & budget with client. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded13 Brief 7 continued
Graded assessment
Show product in situ. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded14 Brief 7 continued
Graded assessment
Show product in situ. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded15 Brief 7 continued
Graded assessment
Show product in situ. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2Graded 16 Brief 7Due today Morphing Illustrations
Show product in situ. 1.1, 1.2, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 3.4, 3.5 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2 Graded     

.


Learning Resources

Prescribed Texts

.

NONE


References

Birren F., 1988, The Symbolism of Colour, Secaucus, N.J. : Citadel Press 

0806510994; 0

Birren, F., 1988, Light, color & environment : presenting a wealth of data on the biological and psychological effects of color, with detailed recommendations for practical color use, special attention to computer facilities, and a historic review of period styles, West Chester, Pa. : Schiffer Pub.

0887401317

Luscher, M., 1971, The Luscher color test, New York : Pocket Books

0671435175


Other Resources

RMIT will supply Bleedproof paper, sketching paper and some special Copic marker colours.

 

1. Faber Birren - Many books about colour & colour theory

2. Dr Max Luscher - Colour preference & psychology

3. Cathi Sanders - Web site about perspective drawing: http://mathforum.org/workshops/sum98/participants/sanders/

4. Colour Matters - Web site about colour & colour theory: http://www.colormatters.com/color-and-design/basic-color-theory


Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills.
The assessment tasks are:
2 x project 
 

Please note: All Assessment tasks need to be completed before competency is achieved. A number of tasks will be formative to show your progress and development of skills and knowledge throughout the semester. The final task will be summative to provide a level of performance in addition to your competency.


The RMIT assessment charter summarises your responsibilities as a student as well as those of your teachers.


Assessment Tasks

SUMMARY OF WORK DUE & DUE DATES - For more details please refer to the comprehensive 16 week course outline.

Work due Grading Grading type
Work due week 1 - Grey scale, product Drawings - You are to demonstrate controlled-use of tonal gradation to model transitions used to create pictorial depth & modelling of 3D forms in product illustrations (PX Formative assessment)


Work due week 3 - Product drawings with fabric - You are to demonstrate controlled-use of tonal gradation to create pictorial depth, modelling of 3D forms in product illustrations drawings. Drawings must be accurate in proportion and to scale. You are to produce a range of colour drawings showing products in situ (commercial contexts such as store exteriors. store interiors & displays) (PX Formative assessment)


Work due week 4 - Colour in retail - You are to investigate the use of colour in Visual Merchandising for specific or seasonal promotions, branding and corporate identity.  Research colour theory and produce a report that demonstrates your understanding and appreciation of the practical application of colour theory to these Visual Merchandising contexts. The report is to include colour visual merchandising or retail images , actual colour paint samples, PMS colour samples and codes. (Graded assessment)


Work due week 5 - Colour Product illustrations Using Copic markers as well as mixed media, you are to produce a range of colour drawings showing products in situ. (commercial contexts such as in-store display, store exteriors. store interiors.) You are to demonstrate the controlled-use of accurate colour, tonal gradation to create pictorial depth, modelling of 3D forms in product illustrations. Product drawings must be accurate in proportion and to scale.  Dwgs PX Formative assesment.


Work due week  8 - Jewellery (glossy product) illustrations. Using Copic markers as well as mixed media, you are to produce a range of colour drawings showing jewellery and glossy products in situ and include drawing/s of mannequins & bust forms.(commercial contexts such as in-store display, store exteriors. store interiors) You are to demonstrate the controlled-use of accurate colour, tonal gradation to create pictorial depth, modelling of 3D forms in product illustrations. Product drawings must be accurate in proportion and to scale. Forrmative assessment PX.


Work due week 10 - My favourite colour You are to investigate the colour theory about your favorite colour. Produce a report that demonstrates your understanding and appreciation of the colour theory about your chosen colour. Source visual merchandising images that show the practical application of your colour. Discuss and demostrate your understaning of colour theoryin relation to these Visual Merchandising images and contexts. The report is to include colour visual merchandising or retail images , actual colour paint samples, PMS colour samples and codes. PX Formative assessment


Work due week 11 - Fashion/accessory Illustrations Using Copic markers as well as mixed media, you are to produce a range of colour drawings showing products in situ and include drawing/s of mannequins & bust forms. (commercial contexts such as in-store display, store exteriors. store interiors.) You are to demonstrate the controlled-use of accurate colour, tonal gradation to create pictorial depth, modelling of 3D forms in product illustrations. Product drawings must be accurate in proportion and to scale. Demonstrate your knowledge and understanding of colour theory by incorporating colour schemes appropropriate to your chosen promotion/s, branding and corporate identity. Discuss your choice of colours and the rationale behind your design with your client.Negotiate the terms of the brief and the budget with your client. Graded assessment


Work due week 16 - Morphing Illustrations You are to design visual merchandising related structure/s – Kiosk, merchandiser, store, venue) Your illustrations must show a smooth, gradual & logical transition from the vegetable, to the final design. (Morphing from one object to the other) Mixed media, mostly marker. Transitions must be done in 10 equal steps i.e. “No sudden jumps”. Using the chosen vegetable as your starting point, you are required to use the features of the vegetable as a source of inspiration for your designs.
Negotiate terms of brief & budget with client.  Using Copic markers as well as mixed media, you are to produce a range of colour drawings showing Graded
 


Assessment Matrix

For the relevant information please refer to the 16 week course outlineabove.

Other Information

COVER SHEET FOR SUBMISSIONS:

You must complete and submit a submission cover sheet for every piece of submitted work, including online submissions. his signed sheet acknowledges that their work you submit is your own, original work and that you are aware of the implications of plagiarism.

 

ATTENDANCE:

The major learning experience involves studio/classroom based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning actvivites and to develop the underpinning knowledge. This will ensure you gain the maximum opportunity to gain the competency.

 

FEEDBACK:

You will recieve verbal and written feedback on your work.This feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

 

STUDENT PROGRESS:

Monitorung academic progress is an important enabling and proactive startegy to assist you to achieve your learning potential.

 

SPECIAL CONSIDERATION POLICY (LATE SUBMISSIONS)

All assessment tasks are required to be finished 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. www.rmit.edu.au/search

 

STUDENT SERVICES:

A range of services for RMIT students www.rmit.edu.au/browse;ID=jas1bocqq6h9 (unresolved)

 

 

ACADEMIC INTEGRITY AND PLAGIARISM:

RMIT Universityhas a strict policy on plagiarism and academic intefrity. please refer to the webite for more information on this policy go to Academic Integrity www.rmit.edu.au/search

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