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.

More complex skills associated with visual design aspects of a whole interactive media product are covered in:

CUFDIG402A Design user interfaces

CUFDIG403A Create user interfaces.

ELEMENT

PERFORMANCE CRITERIA

Clarify work requirements

1. Clarify type of visual design components required, in consultation with relevant personnel

2. In discussion with relevant personnel, identify factors that may determine or affect visual design concepts, including design techniques

3. Clarify in discussion with relevant personnel the target user and audience, and determine format and delivery platform

Generate and assess ideas

4. Review media products, designs, images, artwork and other creative sources that may inspire visual design ideas

5. Obtain other relevant information that may influence design ideas

6. Generate a range of visual design ideas that are technically feasible, respond to specifications and provide creative solutions to all design issues

7. Present visual design ideas to relevant personnel using design techniques

Plan approach

8. Experiment with traditional and digital imaging techniques to create required visual design components

9. Explore range of typographical and visual design elements to create the components

10. Evaluate initial design ideas and specifications against findings and discuss with relevant personnel to select final design concept

11. Select design technique and discuss with relevant personnel to ensure appropriate output format meets delivery platform requirements

Produce visual design components

12. Develop structure for components based on the final design concept using selected design techniques

13. Apply visual design principles and communication principles to produce components

14. Save visual design in an appropriate format that satisfies the technical parameters determined in consultation with relevant personnel

Finalise visual design components

15. Review visual design components to assess whether creative solutions meet design and technical specifications

16. Discuss and confirm with relevant personnel additional requirements or modifications and undertake any necessary amendments

Required skills

communication, teamwork and literacy skills sufficient to:

interpret and clarify written and verbal instructions

work as a member of a production team - both independently on assignment and under direction

respond constructively to feedback received from other team members

initiative and enterprise in the context of generating a range of feasible ideas for visual designs

technical skills sufficient to:

use a range of design techniques for creating visual designs, including industry-standard graphics software

apply visual design and communication principles to produce visual designs

create visual design components in appropriate formats for a range of delivery platforms

manage files and directories using standard naming conventions

self-management and planning skills sufficient to:

prioritise work tasks

meet deadlines

seek expert assistance when problems arise

Required knowledge

industry knowledge, including:

roles and responsibilities of project team members

basic understanding of the relationship between technical and creative aspects and requirements of media projects

basic design principles of layout and composition

characteristics of digital and traditional imaging

visual design and communication principles

typography

copyright clearance procedures

OHS standards as they apply to the use of computer and keyboard for periods of time

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 following is essential:

creation of visual design components that respond effectively to specifications and demonstrate the application of visual design and communication principles

ability to apply a selection of the design techniques listed in the range statement

ability to work collaboratively in a team environment.

Context of and specific resources for assessment

Assessment must ensure:

access toa range of resources, equipment and current industry-standard software as listed in the range statement

access to appropriate learning and assessment support when required

use of culturally appropriate processes and techniques appropriate to the language and literacy capacity of learners and the work being performed.

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:

direct questioning combined with review of portfolios of evidence and third-party workplace reports of on-the-job performance

evaluation of a range of visual design components created by the candidate

written or oral questioning to test knowledge of visual design principles, communication principles and responsibilities of different members of a project team.

Guidance information for assessment

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

CUFDIG303A Produce and prepare photo images

CUFANM301A Create 2D digital animations.

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.

Components may include:

2D animation objects

backgrounds

banners

basic user interfaces

colours

flow charts

icons

illustrations

interactive buttons

interactive controls

logos

simple 2D animation characters

text

titles

other components required by the project.

Relevant personnel may include:

art director

asset creator

client

editor

producer

programmer

supervisor

technical director

technical staff

other specialist creative and administrative staff.

Design techniques may include:

drawing freehand

drawing on a tablet

flow charts

scanning drawings and photographs

storyboards

thumbnail sketches

using graphics software, such as:

Corel Draw

Corel Paint Shop Pro

Photoshop

Photoshop Elements

Illustrator

Paint.net

Fireworks.

Format may include:

bitmap image

digital formats, such as:

GIF

JPEG

PDF

TIFF

PICT

PNG

PSD

HTML

hard copy

vector image.

Delivery platform may include:

CD

DVD

film

games console

internet

kiosk

mobile phone

other wireless/mobile devices

personal digital assistant (PDA)

print media

television.

Relevant information may include:

brands

logos

previous versions of components

printed materials

promotion materials

style guides

trademarks.

Typographical design elements may include:

alignment

fonts and typefaces

kerning

leading

point and size

serif or sans serif

tracking.

Visual design elements may include:

colour

form

line

shape

texture

tone.

Visual design principles may include:

balance

emphasis

focal point

movement

perspective

proportion

scale

unity.

Communication principles may include:

communicates message

conveys meaning

meets audience requirements

uses functional components.

Unit sector

Visual communication - digital content and imaging

This unit contains employability skills.