Application
This unit describes the skills and knowledge required to produce professional typography for a wide range of communication needs.
Typographic design solutions may include advertisements, headlines, logotypes, signage systems, posters, charts or mass text applications.
It applies to individuals who use a broad range of digital and print applications in many different graphic design industry contexts.
No licensing, legislative or certification conditions apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Research type as visual communication | 1.1 Research the history, theory and practice of typography and its application to graphic design practice 1.2 Assess the effects of typography trends or fashions on professional practice |
2. Analyse design needs | 2.1 Confirm communication objectives 2.2 Evaluate design brief requirements 2.3 Source and evaluate legal considerations and other information pertinent to design brief |
3. Develop ideas for typographic solutions | 3.1 Assess typographic options in the context of the brief 3.2 Identify and access sources of information and ideas about type to inform work 3.3 Test different type fonts, faces and styles to determine suitability 3.4 Explore hand drawing techniques and a range of media to create type based on the needs of the brief 3.5 Consider production issues resulting from type selection and delivery platform 3.6 Evaluate and select typographic approaches for their potential to meet the communication need 3.7 Produce and present visual representations of design ideas and confirm as required |
4. Manipulate and integrate type | 4.1 Explore options for type design using essential typography theory and principles 4.2 Use advanced features of software to confidently manipulate and arrange type 4.3 Explore different ways of integrating type within the design 4.4 Identify and resolve technical problems based on developing expertise |
5. Integrate type within the overall design | 5.1 Explore and integrate elements and principles of design into design solution 5.2 Integrate other visual components and typographic elements into layouts 5.3 Produce a final design that supports key communication objectives 5.4 Establish and follow protocols for saving, exporting and storing work |
6. Evaluate typographic design solutions | 6.1 Evaluate functional and aesthetic qualities of typography in the overall design 6.2 Evaluate the chosen solution and its potential to inform future work |
Evidence of Performance
Evidence of the ability to:
assess historical and contemporary information about typography for relevance to graphic design practice
interpret and evaluate design requirements in briefs and other information sources
manipulate type with a high level of technical proficiency using graphics software programs
develop and present typographic concepts
integrate typography and other visual components into final design or layout
develop multiple pieces of professional standard typography that convey the visual communication objectives defined in client briefs
evaluate the effectiveness of typography solutions.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
identify characteristics and styles of graphic design briefs, particularly in relation to typography requirements
identify sources of information on typography and the range of typography options available to the graphic designer
explain the fundamentals of typography production and application
describe the effective application of elements and principles of design to typography
outline the interrelationships between text and visuals and the role of typography in the overall design solution
identify current software programs available to graphic designers and explain their advanced features
explain opportunities and constraints of digital and manual typography techniques
identify different delivery platforms for graphic design work and the technical constraints and considerations these impose.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:
briefs for typography design
information sources
opportunities to present ideas to others
software and digital equipment used in graphic design.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1, 2.1-2.3, 3.1, 3.2 | Interprets and evaluates complex textual and visual information from a range of sources to identify content relevant to own work |
Writing | 5.4 | Prepares information and instructions using relevant terminology, vocabulary and structure appropriate to purpose and audience |
Oral Communication | 2.1, 3.7 | Participates in discussions using active listening and questioning techniques to confirm understanding of design requirements Presents detailed information using language, tone and pace appropriate to audience |
Navigate the world of work | 2.3, 5.4 | Considers legal requirements and responsibilities when planning responses to typographic briefs Establishes and follows procedures for file management |
Interact with others | 2.1, 3.7 | Identifies and uses appropriate communication methods and practices to identify shared goals, reach agreement and present information |
Get the work done | 3.1-3.7, 4.1-4.4, 5.1-5.3, 6.1, 6.2 | Takes responsibility for organisation and sequence of tasks and processes within own workload Makes a series of investigative and experimental choices and considers their effectiveness in order to produce preliminary visual concepts Uses acquired knowledge and experience to manipulate typographic content that meets aesthetic and communication requirements, solving technical problems as they arise Uses advanced software functions to produce technically resolved typography for integration into final designs Appraises design solutions for potential to inform future work |
Range Statement
Sectors
Visual communication – graphic design