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Elements and Performance Criteria

Required Skills

Required skills

communication skills to

interpret and clarify written proposals and creative briefs

work collaboratively in a team environment on complex ideas and projects

present ideas for discussion and feedback

produce accurate and detailed packaging design and construction documentation

critical thinking and analytical skills to

evaluate communication needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to packaging design challenges

literacy skills to engage with potentially complex information at an advanced level

selfmanagement and organisational skills to

take responsibility for the design challenge

meet responsibilities within a collaborative project

problemsolving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to

use the advanced features of current graphic design software programs

use the internet as a research tool

Required knowledge

current and emerging trends and ideas in the area of product packaging

key people involved in the packaging design process and their typical roles responsibilities and interrelationships particularly in relation to the graphic designer

different types of packaging design projects and the particular considerations that apply

ways in which consumers respond to packaging

production factors for different types of packaging and how they impact on the design process

other legislative and regulatory issues that affect design for packaging

sources of ideas for packaging designs

formal principles and elements of design in the context of packaging design

collaborative processes used in graphic design

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

intellectual property issues and legislation in relation to designs for packaging

sustainability issues for product packaging and how they impact on graphic design

OHS legislation as it impacts on design for packaging

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 and realise graphic design solutions for product packaging

work confidently with the elements and principles of design across multiple packaging design projects

collaborate effectively on creative technical and organisational issues

Context of and specific resources for assessment

Assessment must ensure

industrycurrent graphic design technologies

materials commonly used in packaging design

collaboration with others to reflect the design process

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

evaluation by industry professionals of packaging 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

direct observation of work in progress

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.

Communication objectives may be to:	challenge compare contrast inform inspire motivate persuade.
Broader contextmay relate to:	client preferences and perceptions community attitudes industry trends key relationships for the project marketing objectives overall direction of the organisation where the product sits within a broader product range.
Packaging design requirements may relate to:	crafted objects exhibition needs label design point of sale specialised packaging requirements specialised product design standard container design technical solutions transportation needs visibility on the shelf.
Relevant people may include:	art directors clients creative directors distributors employers end users manufacturers mentors other artists and designers potential customers supervisors technical experts.
Packaging trends and ideas may relate to:	convenience packaging environmental sustainability packaging for particular market groups packaging technologies role of packaging type of packaging use of different materials: cardboard glass metal paper plastics.
Customer engagement with packaging may relate to:	typical customer responses to: colour shape size text.
Production factors may relate to:	type of packaging materials and their interactions with different printing processes number to be produced.
Sustainability issues may relate to:	availability of materials cost of production environmental friendliness of materials social acceptance of particular ideas and concepts.
Regulatory requirements may relate to:	intellectual property consumer protection dangerous goods food safety labelling manufacturing standards security.
OHS issues may relate to:	environmental factors, such as exposure to light, heat and cold materials used security of content.
References may include:	digital images earlier iterations film and video internet marketing data models own experience photographs previous work product information reference books, journals and texts scripts technical data work of other designers writings.
Materialsmay include:	a range of papers, including bleed proof papers bark or wood boards cardboard ceramics fiber boards finishes and stains form boards found materials glass glues and fixatives metal plastics textiles.
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.
Creative collaboration and refinementmay involve:	client consultation informal conversations with peers modelling technical discussions workshopping of ideas.
Other expertsmay be:	market researchers packaging manufacturers product designers product manufacturers.
Documentationmay include:	creative rationale finished art instructions for printers production specifications technical data.
Successmay be measured by:	audience response client feedback cost effectiveness customer comments sales achieved.