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.
At this level, graphic designers create typographic design solutions for a wide range of applications, both print and digital. This might include advertisements, headlines, logotypes, signing systems, posters, charts or mass text applications.
Work at this level is independent with some mentoring and guidance as required.
Not applicable.
1. Research type as visual communication | 1.1 Research the history, theory and practice of typography and its application to design practice 1.2 Evaluate the ways that fashions in typography have affected commercial design practice 1.3 Evaluate current typography trends and their implications for professional practice |
2. Analyse design needs | 2.1 Confirm communication objectives based on the design brief and consultation with relevant people as required 2.2 Evaluate design brief specifications 2.3 Source and evaluate 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 Experiment with different type fonts, faces and styles to determine suitability 3.4 Explore the creation of type through hand drawing and a range of media based on the needs of the brief 3.5 Consider the impact of the delivery platform and any production issues on type selection 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 Apply a detailed knowledge of type fundamentals to explore options for type design 4.2 Use advanced technical features of software with skill and confidence to 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 Realise the design solution by working with the fundamental elements and principles of design 5.2 Integrate other visual design components into layouts 5.3 Explore ways of integrating all elements of the design 5.4 Realise a final design where the approach to type supports key communication objectives 5.5 Establish and follow protocols for saving, exporting and storing work |
6. Evaluate typographic design solutions | 6.1 Evaluate typography from both a functional and aesthetic perspective in the context of the overall design 6.2 Evaluate the chosen solution and its potential to inform future work |
Required skills
communication skills to liaise and collaborate with others about work requirements
critical thinking and analytical skills to:
interpret and respond to a typographic design brief
evaluate information from a wide range of sources to develop ideas for typography
initiative and enterprise skills to consider new and different ways of achieving required design outcomes
literacy skills to interpret technical information associated with using software programs at an advanced level
planning and organising skills to develop and monitor a logical workflow for the technical design process
problem-solving skills to identify and resolve technical and conceptual issues with typography
numeracy skills to use numerical aspects of software programs
self-management and planning skills to plan and coordinate own work
technology skills to:
use the advanced features of a range of industry-current software programs
manage files and file formats.
Required knowledge
features and formats of graphic design briefs, particularly in relation to typography
sources of information on typography and the range of typography options available to the graphic designer
fundamentals of typography construction and use
elements and principles of design and their application to typography
interrelationships between text and visuals and the role of typography in the overall design solution
current range of software programs available to graphic designers and their advanced features
opportunities and constraints of different technologies
manual typography techniques
different delivery platforms for graphic design work and the technical constraints and considerations these impose
intellectual property issues and legislation to be considered in the context of graphic design work
sustainability considerations for graphic design practice
OHS requirements 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 ability to: select, develop and manipulate type with a high level of technical proficiency using industry-current software programs effectively integrate the elements and principles of design into typography work develop typography that supports the overall visual communication objective create multiple pieces of professional standard typography in response to a brief. |
Context of and specific resources for assessment | Assessment must ensure access to: industry-current technologies used in graphic design. |
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: group peer review of typography produced by the candidate evaluation of audience response to typography produced by the candidate evaluation of processes used by the candidate to develop the work evaluation of technical aspects of the designs 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 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, for example: CUVGRD502A Produce graphic designs for 2-D and 3-D applications. |
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.
History, theory and practice may relate to: | historical examples, such as: Egyptian hieroglyphics Trajan column Gutenberg bible Bauhaus typography origins of type relationship with printing technologies work of particular typographers. |
Fashions in typography may relate to: | availability generational engagement with type impact of technology. |
Communication objectives | challenge compare contrast entertain inform inspire motivate persuade. |
Design briefs | diagrammatic verbal visual written. |
Specifications | cost delivery platform environmental sustainability material characteristics quantity technical requirements technology timeframe. |
Other information pertinent to design brief | 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. |
Typographic options | computer-based collage traditional/manual type: faces fonts styles. |
Sources of information and ideas about type may include: | art and design texts built environment internet natural environment other design work. |
Delivery platform may be: | digital: CD internet personal digital assistant (PDA) phone print. |
Production issues | cost quality required number to be produced readability of fonts at different scales use of existing client fonts as described in brief use of existing client colour palette as described in brief. |
Visual representations | computer-aided drawing mock-ups models presentations sketching technical drawings. |
Type fundamentals may relate to: | anatomy of type classifications grids parts of the letterform type family typographic syntax: letter line visual hierarchy word. |
Software may include 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). |
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 or complexity subordination texture unity. |
Other visual design components may include: | bitmap images charts graphics vector graphics. |
Visual communication – graphic design
This unit contains employability skills.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.