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Elements and Performance Criteria

Required Skills

Required skills

communication skills to

articulate and share ideas about the technical and creative aspects of professional graphic design work

collaborate with others as part of the design process

critical thinking and analytical skills to

evaluate ideas information and key messages to develop creative responses to graphic design challenges

evaluate own work in terms of its coherence and success in meeting key objectives

initiative and enterprise skills to recognise and act on opportunities for refinement and enhancement

literacy skills to interpret information dealing with complex or abstract ideas

numeracy skills to develop realistic costings for graphic design work

problemsolving skills to

proactively identify and develop effective solutions to complex challenges of a varied and unpredictable nature

resolve conceptual and technical issues that arise within professional graphic design work

selfmanagement and planning skills to plan and coordinate the design project from initial concept to realisation

technical skills to apply and adapt specialised graphic design skills in working typography layout and visuals

technology skills to show command of current software programs used by graphic designers

Required knowledge

different types of graphic design projects across a broad spectrum of industry practice

roles and responsibilities of key people involved in the graphic design process and the typical communication protocols between those people

types of research that might be relevant to different types of project or design challenges

ways in which designers use research and existing personal ideas to develop design solutions

features of current and emerging technologies used in graphic design practice and the options they present for effective graphic design solutions

impact of professional realities and constraints on the graphic design process

project management systems procedures and protocols

types of documentation that support graphic design projects

presentation options for communicating design concepts

types of specialist expertise available to the graphic designer

critical and creative thinking techniques that can be used as part of the design process

methods of communication used in graphic design including simple direct complex indirect metaphoric subliminal sensual emotional and humorous

intellectual property issues and legislation that impact on professional graphic design practice

sustainability considerations for graphic design practice

OHS requirements for graphic design work

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

independently conceive plan and realise graphic design solutions that meet the requirements of a range of complex briefs

apply creative and technical skills to the graphic design process

manage all aspects of the design process effectively including project planning monitoring and communication

collaborate effectively on technical and creative issues

Context of and specific resources for assessment

Assessment must ensure

collaboration with others as part of the design process

current graphic design technologies

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

professional evaluation by industry professionals of graphic design solutions developed by the candidate

evaluation of presentations made by the candidate about work developed

evaluation of processes used by the candidate to conceive plan and realise the work

evaluation of the effectiveness of project management evidenced through completion of work on time and on budget

evaluation of a candidates visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidates intentions and the work outcome

review of portfolios of evidence

review of thirdparty reports from experienced practitioners

Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Overall objectives and parametersmay relate to:	audience characteristics broader marketing strategies business performance measures cost conflicting demands creative criteria community participation or response competition criteria ethical considerations legal or contractual considerations technical requirements, including delivery platform technologies timeframe triple bottom line (people, planet, profit).
Complex graphic design projectsmay involve:	complex messages cultural complexities multiple delivery platforms multidisciplinary teams negotiation or creation of the brief potentially hostile audiences.
Relevant peoplemay include:	art directors clients creative directors employers editors end users mentors other artists and designers peers potential customers supervisors technical experts teachers.
Individualised or specialised researchmay relate to:	in-depth focus on a particular: idea material media process technique research of particular relevance to the design challenge: economic industrial political social.
Personal ideasmay relate to use of:	colour humour imagery interactivity social referencing technology.
New and emerging technologiesmay include:	new options on the market technologies not used before.
Concept presentationsmay include:	computer-aided drawing mock-ups models presentations sketching technical drawing.
Sustainable project management plansare those that include:	professional project management plans that include: contingency planning internal and external resources objectives and scope risk management timelines monitoring and adjustment of the plan to complete work on time and within budget.
Specialist expertisemay include:	artists illustrators interactive media experts marketing experts researchers writers.
Project documentationmay include:	creative rationale instructions for printers production specifications technical data update reports to client.
Design technique and toolsmay include:	creating storyboards illustration traditional or digital drawing typography using software for: raster image manipulation (e.g. Photoshop) vector image production (e.g. Illustrator or FreeHand) web interactivity and animation (e.g. Macromedia Suite) page layout (e.g. InDesign or Quark).
Fundamental elements and principles of design relate to:	alignment balance coherence colour composition contrast direction dominance emphasis form line movement pattern positive and negative space proportion proximity repetition rhythm shape simplicity or complexity subordination texture unity.
Critical and creative thinking abilitymay involve:	analysis of complex and abstract ideas and theories working effectively with concepts, such as: adapting analysing and evaluating actions and policies challenging clarifying issues, values and standards comparing similar situations comparing and contrasting ideals with practice comparing and evaluating beliefs, interpretations and theories debating and discussing developing criteria for evaluation distinguishing relevant from irrelevant facts examining and evaluating assumptions exploring implications and consequences generating and assessing solutions judging making interdisciplinary connections making plausible inferences and predictions noting significant similarities and differences nuance, subtlety and distinction questioning reading and listening critically reflecting.
Creative collaboration and refinementmay involve:	client consultation informal conversations with peers technical discussions workshopping of ideas.
Successmay be measured by:	audience response client feedback cost effectiveness customer comments sales achieved.