Course Title: Produce retail visual illustrations

Part B: Course Detail

Teaching Period: Term2 2017

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

Sam Falanga

 sam.falanga@rmit.edu.au

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

In this course you will explore the use of drawing in the visual merchanding industry including 2D and 3D manual drawing techniques.

This unit describes the performance outcomes, 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.
You will use technical drawing equipment as well as produce freehand drawings.
This competency will be delivered concurrently and assessed with MKTG5862C ’Produce perspective drawings, plans & elevations .


Teaching Schedule

WeekTopicAssessment Task
1

 Introduction,  Perspective, Tone, 3D Line

 

Introduce ASSESSMENT 1 : Display Concept Drawings

 

                     

1.1, 1.2, 1.4, 2.1, 2.3, 5.1


Quick grey scale – show use in dwgs

Perspective f/hand dwgs (superimpose grid)

Quick b/w tonal line & dwgs – different line types & tonal techniques2D elevation dwgs, 3D line dwgs & 3D tonal rendering w shadows
 

            
2

 Perspective refresher, 5 Forms, Markers

 

                  

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

1.1, 1.2, 1.4, 2.1, 2.3, 5.1
Line Type, weight, character
Prompts are basic 5 forms. Cone, Sphere, Cylinder, Taurus, Cube
Tonal work – gradual shading, hatching, graphic.

            
3

Techniques with timber Fabric rendering

 

            

 1 .1, 1.2, 1.4, 2.1, 2.1, 2.3

             Accurate colour rendition
4

1 Point perspective grid construction

 

            

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

                
5

 

Introduce ASSESSMENT 2 : One Point Display Sketches – Promotional collateral

 

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

 Submit brief 1
6

Sketching on Grids 1Point

 

            

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

                 
7

Techniques with Rendering Metals

 

            

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

 
8

Finishes Boards

 

            

1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2
            
9

2 Point perspective grid

 

                 

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

            Submit brief 2
10

Introduce ASSESSMENT 3 : Store Concepts Illustrations

Sketching on Grids 2 Point

                

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

                  
11

Techniques with Glass rendering

                   

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

            
 

 MID SEMESTER BREAK - 18 Sept - 29 Sept 2017

 

  
12

 Presenting designs drawings, Human figures, backgrounds

 

                

 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.3, 4.1, 4.2, 4.3, 5.1, 5.2

            
13

 Multi point perspective

 

  As above
14

Techniques with highlights and shadow, Gloss and matt finishes

 

  As above
15 Illustrating lighting  As above
16 Finalise and submit all work

Final class

Submit brief 3


.
 


Learning Resources

Prescribed Texts


References


Other Resources


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

Assessment Tasks

Produce simple visual illustrations of proposed product presentations and exhibition displays. Demonstrate the use of design elements, illustration techniques and create colour schemes appropriate to the brand, promotion & merchandise.

Produce illustrations that depict in situ product presentations and exhibition displays. Consultation/s with clients to clarify available budgets & timelines.

You will produce a series of B & W, colour sketches using Copic markers, equipment & media such as paper stumps, cotton balls, pencils, pastels,. Produce drawings demonstrating use of correct scale & proportion, placement, height of objects.  Produce a range of design options for client feedback.

ASSESSMENT 1: Display Concept Drawings

Produce product sketches employing different line types & rendering techniques. Show products in situ.

ASSESSMENT 2: One Point Display Sketches – Promotional collateral

Produce product sketches employing different line types & rendering techniques in 1 point perspective. Show products in situ.
 

You will produce Black & White tonal drawings of products in situ with store merchandiser considering scale, proportion, height, placement, multiple views, 3D, rendering, line work .

ASSESSMENT 3: Store Concepts Illustrations

You will produce colour & tonal drawings of products in situ with store merchandiser within store interiors considering scale, proportion, height, placement, multiple views, 3D, rendering, line work. Product sketches employing different line types & rendering techniques.

Drawings will illustrate specified aspects of a store, considering scale, multiple views, drawing layout and the application of text, lighting and employ both 1 and 2 point perspective.

 


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available from the course contact person (stated above).

Other Information

           

Competency based assessment

You will receive ongoing verbal feedback of your progress within class time.

Assessment Grading: Your final level of assessment for this course will be graded as follows.


CHD : Competent with High Distinction 
CDI : Competent with Distinction 
CC - Competent with Credit 
CAG - Competency Achieved Graded 
NYC - Not Yet Competent 
DNS :Did Not Submit for Assessment

Course Overview: Access Course Overview