Application
Professional practitioners across all areas of creative practice apply the skills and knowledge in this unit.
The work is carried out independently or as part of a creative team.
Prerequisites
Not applicable.
Elements and Performance Criteria
1. Identify professional opportunities for creative products | 1.1 Identify purposes, target market and medium of creative product 1.2 Undertake market analysis using appropriate information sources to determine design and production requirements for creative product 1.3 Evaluate currency and credibility of information sources and ensure research scope is sufficiently broad 1.4 Maintain accurate and comprehensive details of information sources |
2. Formulate and test concepts for creative products | 2.1 Conceive and develop ideas and styles that complement the market analysis using critical thinking techniques and entrepreneurial attitudes 2.2 Communicate concepts using appropriate documentation methods to produce a preliminary representation of the creative product 2.3 Critique, review and test design concepts, including objectives and constraints, with appropriate persons 2.4 Ensure design concepts incorporate elements and principles of design 2.5 Negotiate design solutions with appropriate persons |
3. Develop and promote creative products | 3.1 Select and organise production resources according to design and production requirements 3.2 Develop creative product according to design and production requirements 3.3 Supervise or coordinate the production process to ensure creative product meets requirements of target market and the creative vision 3.4 Present creative product to appropriate persons in ways that optimise chances of professional success 3.5 Maximise professional opportunities within target market |
Required Skills
Required skills
literacy skills to:
communicate design concepts
research and evaluate relevant source materials
complete design documentation
numeracy skills to:
assess the financial viability of creative or commercial opportunities
manage budgets
communication skills to review design concepts and negotiate design solutions with stakeholders
creative thinking skills to conceive and develop design ideas and maximise their professional potential
planning and organising skills to:
interpret and respond to design briefs
supervise the production of creative products
undertake market analysis and research into target markets and design trends
problem-solving skills to develop and implement design solutions
technology skills to implement and use design hardware and software.
Required knowledge
common formats and features of design briefs
commonly used research methodologies for market analysis in the relevant area of practice
production processes as they apply to designs in particular industry contexts
quality assurance processes for product design and development applicable to specific industry contexts and art and design disciplines
intellectual property issues and legislation applicable to specific industry contexts and art and design disciplines
OHS requirements relevant to particular work contexts.
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: identify professional opportunities for creative products in relevant area of practice formulate and develop design concepts develop and exploit the professional potential of creative products. |
Context of and specific resources for assessment | Assessment must ensure access to: appropriate equipment, media and software used for creative work in the relevant context appropriate technology and information sources to undertake market analysis. |
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: case studies to assess candidate’s ability to undertake market analysis and research design trends direct observation of the candidate negotiating design solutions and exploiting creative products evaluation of design documentation and creative products produced by the candidate oral or written questioning to assess knowledge of technical and context issues that impact on design in a given industry context review of portfolios of evidence review of third-party reports from experienced practitioners. Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. 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.
Creative product may include: | platforms: digital media, such as CDs, DVDs, films, games consoles, kiosks, mobile phones, personal digital assistants (PDAs), slide shows, television, videos and websites tactile media, such as displays, exhibitions, presentations and print publications two and three-dimensional visual forms: digital media, such as animation, audio, code/script, film, graphic, image, modelling, text and video tactile media, such as cardboard, clay, fabric, fibre, film, glass, ink, lacquer, latex, leather, metal, paint, paper, photograph, plaster, plastic, pulp, resin, rubber, sand, stone, wax, wire and wood types: business and corporate community educational and training entertainment ephemeral experiences information personal promotional. |
Information sources may include: | copyright and legal representatives innovative industry practitioners electronic and print media, including news, reviews and articles employee association or union representatives, and other sources of industrial relations information events, such as industry functions, conferences, trade fairs, community activities, expositions, exhibitions, festivals, social events and symposiums government bodies and associated publications industry associations internet libraries and archives, such as text, film, video, sound and graphic lifestyle and contemporary issues magazines museums, galleries and studios national and international journals, such as art, computing and design journals personal observations and experience professional competitions and awards retail and wholesale suppliers of products and services technical publications and reference books training programs, seminars, workshops, master classes and professional development opportunities. |
Design and production requirements may include: | access to resources, such as: software, including authoring, composition, drafting, drawing, graphics, image capture, image manipulation and page layout equipment, including computer hardware, drawing tools, and hand and power tools medium, including digital and tactile aesthetic considerations, such as: features finish style, including interactive or static commercial considerations, such as: budget and costs, including design, production and marketing business risk feasibility manufacturability marketability production method, such as mass, batch or one-off profitability sustainability timeframe viability cultural, ethical and social considerations, such as: accessibility benefits equity user friendliness functional considerations, such as: efficiency and effectiveness ergonomics instructional integrity reliability spatial regulatory and technical considerations, such as: conditions of use environmental health and safety industry and/or design standards legal, contractual and copyright licensing, such as product or open source medium characteristics and capabilities ownership and intellectual property. |
Critical thinking techniques may include: | analysing and evaluating actions and policies clarifying issues, values and standards comparing similar situations comparing and contrasting ideals with practice comparing and evaluating beliefs, interpretations and theories developing criteria for evaluation distinguishing relevant from irrelevant facts examining and evaluating assumptions exploring implications and consequences generating and assessing solutions making interdisciplinary connections making plausible inferences and predictions noting significant similarities and differences reading and listening critically recognising contradictions transferring insights to new contexts using critical vocabulary. |
Entrepreneurial attitudes may include: | ability to act on intuition and assumptions ability to think laterally and independently ability to work within ambiguity and uncertainty confidence in self and vision curiosity desire to take risks flexibility interest in pursuing new ideas. |
Appropriate documentation methods may include: | diagrams drawings or sketches: manual or computer-aided design and drafting (CADD) electronic presentations illustrations layouts mock-ups models plans practice pieces prototypes samples verbal presentations written notes with rationale or description. |
Appropriate persons may include: | clients commissioning body or organisation community organisation competitors construction staff design team early adopters management staff manufacturers material importers and suppliers mentors peers production staff sales staff suppliers target market. |
Elements and principles of design may include: | design elements: colour direction form light line mass point shape size space texture time tone value design principles: balance contrast dominance emphasis harmony movement pattern proportion rhythm unity. |
Professional success may relate to: | adoption of design by key businesses or individuals employment offers exhibition of work further opportunities for work potential for collaboration on future projects promotion of work by others sales of work seemingly unconnected professional opportunities. |
Sectors
Design – design process
Employability Skills
This unit contains employability skills.
Licensing Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.