Course Title: Create visual design components

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: VART6059C

Course Title: Create visual design components

School: 650T TAFE Business

Campus: City Campus

Program: C6102 - Advanced Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Chris Hewson

Telephone:  9925 5332

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 unit requires the application of the key principles and practice of graphic design in the context of creating visual design components that could be integrated into a range of media products, including print media.

A graphic artist usually undertakes this role and is expected to be competent in a range of design techniques, including freehand drawing. The visual design output will nevertheless be in a digital format for inclusion in a final media product.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFDIG304A Create visual design components


1. Clarify work requirements

Performance Criteria:

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


2. Generate and assess ideas


Performance Criteria:

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


3. Plan approach

Performance Criteria:

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


4. Produce visual design components

Performance Criteria:

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


5. Finalise visual design components

Performance Criteria:

5.1 Review visual design components to assess whether creative solutions meet design and technical specifications
5.2 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

Practical activities, case studies and class discussion as well as work relevant assessments.

Teaching Schedule

 Week 1Course Induction
Course delivery details
 Week 2Design techniques Information from Pre-Training Review LLN used to inform course content and delivery 
 Week 3Target audience – making the format and delivery fit the TM 
 Week 4Analysing design concept
Understanding design elements
 Week 5 Reviewing the medium
Brainstorming ideas
 Week 6 Layout and composition Assignment 1 due Assignment 1 due
 Week 7Communication and design principles
Assessment 2 handed out
 Assessment 2 handed out
 Week 8Typography Assess 1 returned and reschedule resits/submission 
 Week 9Digital and traditional imaging 
 Week 10Managing files and directories
Managing deadlines
 Week 11Formatting and saving work 
 Week 12Review techniques
Managing modifications
Assignment 2 due
Assignment 2 due
 Week 13 Finalising design components
Assessment 3 handed out
Assessment 3 handed out
 Week 14 Finalising design components Assess 2 returned and reschedule resits/submission 
 Week 15Assignment 3 due inAssignment 3 due in
 Week 16Assessment feedback and resubmissions 
 Week 17Finish 

Learning Resources

Prescribed Texts


Other Resources

Ad News
Mumbrella blog
The Elements of Grahic Design – Alex W White
Brand Identity Essentials: Kevin Budelmann, Yang Kim and Curt Wozniak
Designing With Type: the Essential Guide to Typography

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

Create Visual Design Components Assessment Task 1

Overview:- Create a company logo/rebrand Create a company logo

The principle role of a logo is to identify, and simplicity is often its means. A logo primarily says who the company is. The effectiveness of a logo depends on distinctiveness, visibility, adaptability and memorability. A well-designed logo is a reflection of the business it symbolizes.

Task 1 Logo Design

Develop a brand identity in the form of a logo that can be used online and also for print media (ie. business cards and other promo material). The logos function is to create a unique identity for the tour company. As market recognition of the logo would initially be small, you will also need to select a suitable typeface to display the company name near the logo (abstract symbols require repeated viewing before becoming familiar)

The logo is to be created in Adobe Illustrator and then pasted into Adobe Photoshop in order to develop it as a bitmap image. As Adobe Illustrator is a vector based program it will allow the re-sizing of the logo and type without quality loss.

Before developing the logo in Illustrator create a minimum of 20 thumbnail sketches (preliminary idea drawings) on A4 paper to explore alternative concepts and visual forms. Scan the A4 sheet and save as a PDF file for submission.

Please Note:- The logo and accompanying type are to be used to identify the tour company on static screen layouts, that are to be created in Adobe Photoshop at a 1024 * 768 screen resolution, in future tasks. These layout will consist of a welcome screen with text and images, illustrated map of tour destinations and a tour highlights screen.

Design considerations. Use them to judge the successfulness of
your logo designs. A successful logo should:

. have clear and legible typography or lettering

. have an easily recognizable image (if the logo has an image)

. express the style, spirit, and character of the client

. be unique from the client’s competitors

. be aesthetically pleasing (it has to look good) or have extreme
visual impact
. have strong negative and positive shape relationships (which
will help it reproduce well in black and white and will give it
a stronger visual impact)

-  be memorable

- reproduce well when very small and very big

-reproduce well in black and white as well as colour for faxes and other low end reproduction means

- Please note that the above criteria will be used to assess how effectively you completed this project

Due Date - Week 6

Create Visual Design Components Assessment Task 2

Overview:- Create a design for a welcome screen for a website

Use in Adobe Photoshop to create your design and Adobe Illustator can also be employed if you wish to create vector graphics.

The principle role of the welcome screen is to seduce prospective clients into using your tour service. Thus, it will have to be visually compelling, easy to grasp the information provided and get your target audience in the mood for a travel adventure. As your competitors online are only a click away, it is essential that you make a great first impression and make people feel secure in using your services.

Task 2 Welcome Page

The welcome page is to have as a minimum the following elements:-

Your logo,
A layout that clearly delineates areas of interest
A unified design
A colour palette that reflects your company, a menu bar showing all major site features
Several photographic images that have been optimized for screen display (ie 72PPI, scaled to size and appropriate format)
Brief contact details
A text block where a brief description of the tours would be placed (Lorem Ipsum can be used for this).
Icons are to be substituted for text where applicable.

As designers you will have to justify to clients your choice of type, colour and other elements:- what is the design strategy and how is going to meet the marketing objectives. Thus, you will need to type a brief one page explanation of your design rationale with the following sub-headings:-

Interface Design & navigation system - selection reasons

Typography (type choice for headings etc.),

Colour ( what was your reason for selecting the colour palette)

Layout and images (why did you select the images being displayed).

- Develop three preliminary sketches of your layout showing the main spatial zones – a wireframe sketch is applicable (ie just show the outline of the zones without content)-
Provide an A4 colour copy of your welcome screen

Due Date - Week 12


Create Visual Design Components Assessment Task 3

Overview:- Create a design for an App

Landmarks are important to any communication:- they provide a point of focus. For a landmark to function well, it must be visually prominent and unique. Landmarks should be clear points of orientation.

Due Date - Week 16

Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher

Course Overview: Access Course Overview