Application
Graphic designers work in many different industry contexts. They may be employed in graphic design studios, commercial printing companies, advertising agencies, book and magazine publishers, television stations or in the marketing division of any business. Graphic designers also frequently offer their services on a freelance basis.
This unit reflects the professional requirement for a substantial body of work. At this level, work is undertaken independently, but in response to established design briefs. Mentoring and guidance is available as required.
Specialised applications of 3-D skills (e.g. in design for packaging) are found in separate units.
Prerequisites
Not applicable.
Elements and Performance Criteria
1. Interpret briefs for 2-D and 3-D work | 1.1 Confirm the objectives of the work based on the design brief 1.2 Evaluate design brief specifications 1.3 Source and evaluate other information pertinent to design brief |
2. Collaborate and liaise with others | 2.1 Identify relevant people who contribute to the design process 2.2 Enhance the design process through collaboration with others as required 2.3 Be open to critical analysis of own work by others 2.4 Proactively seek and act on feedback |
3. Develop and present ideas for 2-D and 3-D work | 3.1 Inform ideas for work through exploration of a range of sources 3.2 Evaluate ideas and options for meeting the brief using critical and creative thinking approaches 3.3 Experiment with techniques, equipment and media as a mechanism for developing ideas 3.4 Consider new and different approaches to format, type and visuals 3.5 Evaluate and review ideas for technical feasibility and suitability for communicating key messages 3.6 Produce and present visual representations of the design proposal 3.7 Support visual representation with coherent written information |
4. Plan and organise the production of work | 4.1 Assess specific processes, materials and technologies needed to realise technical and creative aspects of proposed designs 4.2 Determine and organise the financial, physical and other resources required to complete the project 4.3 Develop a realistic timeframe for the production of work 4.4 Evaluate and respond to possible project constraints and risks 4.5 Monitor the project workflow against the plan 4.6 Develop production specifications supported by accurate and complete documentation |
5. Realise 2-D and 3-D designs | 5.1 Fulfil the objectives of the brief by extending skills with selected processes, materials and technologies 5.2 Manipulate format, type and visual elements to achieve desired effects 5.3 Work confidently with the elements and principles of design 5.4 Engage in ongoing evaluation and refinement of creative and technical aspects 5.5 Apply safe work practices during the production process |
6. Finalise artwork | 6.1 Prepare artwork to meet technical production specifications 6.2 Create documentation to support the final artwork 6.3 Conduct final checks and proofing processes 6.4 Make necessary adjustments and confirm final artwork with others as required |
7. Evaluate own work | 7.1 Review work in progress and final work against requirements of the brief 7.2 Identify and respond to opportunities for refinement and re-thinking 7.3 Evaluate efficiency and effectiveness of the work process 7.4 Reflect on completed work in terms of own professional practice and skill development needs |
Required Skills
Required skills
communication skills to collaborate with others as part of the creative process, either physically or virtually
critical thinking and analytical skills to:
evaluate, distil and select ideas for application to particular design briefs
evaluate own work in terms of its technical and creative quality
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
document work in ways that communicate processes and ideas
learning skills to proactively evaluate own work and act on professional development needs
numeracy skills to calculate project costs
problem-solving skills to:
tease out themes and issues, and to respond with a range of ideas
resolve conceptual and technical issues that arise in graphic design projects
self-management and planning skills to plan and coordinate graphic design work from initial concept to realisation
technology skills to work with current graphic design software programs.
Required knowledge
design terminology in general, and graphic design terminology in particular
considerations for 2-D and 3-D graphic design work
historical, current and emerging theories and ideas about visual communication
colour management techniques and theory, manual or digital
typographic theory and practice
pre-press processes and their relevance to the graphic design process
costing processes for graphic design work
typical visuals incorporated into graphic design work and the techniques for incorporating and manipulating them
critical and creative thinking techniques and how they work in the context of graphic design practice
typical problems that occur during the graphic design process, and how to avoid or resolve them
current and emerging practice for documenting and presenting graphic design work
basic project management techniques, particularly in relation to work planning, time management and resource management
intellectual property issues and legislation associated with graphic design practice
sustainability issues associated with the tools and materials used in graphic design
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: produce a body of graphic design work that meets the creative and technical requirements of a range of design briefs, including both 2-D and 3-D work demonstrate a well-developed command of techniques, processes and current technologies take account of industry required timeframes for design work evaluate and communicate about own work in an informed and critical way present written information to support graphic design work apply knowledge of the design process. |
Context of and specific resources for assessment | Assessment must ensure access to: appropriate technology and other resources for the production of graphic design work. |
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 of a body of graphic design work produced by the candidate evaluation of processes used by the candidate to conceive, plan and realise the work direct observation of work in progress, including use of software tools evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs group peer review of the 2-D and 3-D work questioning and discussion about candidate’s intentions and the work outcome 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.
Objectives | audience characteristics broader marketing strategies business performance measures community participation or response competition criteria creative criteria timeframe triple bottom line (people, planet, profit). |
Design briefs | diagrammatic verbal visual written. |
Specifications | cost delivery platform environmental sustainability material characteristics quantity technical requirements technology timeframe. |
Other information pertinent to design briefs | client’s organisational background conflicting demands considerations, such as: contractual copyright ethical legal health and safety considerations historical information product characteristics and statistics style considerations subject matter. |
Relevant people | clients employers end users mentors other artists and designers peers potential customers supervisors teachers technical experts. |
Collaboration | face-to-face virtual. |
Sources may include: | art and design texts exhibitions, museums and galleries films and documentaries images, objects and artworks internet journal articles own experience performances and presentations technical or medium-specific information writings of art critics, cultural theorists, philosophers and social commentators. |
Critical and creative thinking approaches may include: | blog or wiki brainstorming: bulletin board buzz session computer-aided sequencing stop and go daydreaming and mental wandering discussion Edward de Bono's Six Thinking Hats graphic organisers: concept fans visual maps webbing lateral thinking games making associations mind mapping morphological analysis sketching social networking storytelling sub-culture surfing trigger words use of metaphors and analogies vision circles visualisation wishful thinking word salads. |
New and different approaches | colour imagery layout new software type. |
Technical feasibility | delivery platform: CD DVD film internet mobile phone print media. |
Visual representations may be: | computer-aided drawing mock-ups models presentations sketching technical drawing. |
Coherent written information may be: | explanatory notes research findings return brief. |
Processes, materials and technologies | digital imaging drawing handbuilding illustration lettering scanning software applications for: page layout (e.g. InDesign or Quark) raster image manipulation (e.g. Photoshop) vector image production (e.g. Illustrator or FreeHand) web interactivity and animation (e.g. Macromedia Suite). |
Realistic timeframe | availability of materials complexity of the work client needs other commitments potential for external factors to impact sponsor requirements. |
Project constraints and risks may relate to: | budget safety requirements saleability time. |
Production specifications | file formats media type. |
Documentation | checklists digital presentation final drawings illustrations photographs plans record of the work process, including: initial ideas input from others practice pieces visual diary written rationale or description. |
Elements and principles 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 and complexity subordination texture unity. |
Opportunities for refinement and re-thinking | collaboration ideas materials processes techniques workflow. |
Efficiency and effectiveness may relate to: | completion on budget completion on time quality of the work success in communicating ideas technical standard of work. |
Sectors
Visual communication – graphic design
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.