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.
Graphic designers at this level have highly developed technical skills as well as a capacity for independent thought and self-direction that allows them to plan, analyse and create visual solutions to complex communication challenges in a process that is usually not linear.
Complex communication challenges and complex briefs are those that may include some or all of the following:
multiple delivery platforms
large amounts of information
potentially hostile audiences
cross-cultural communication
involvement of a multidisciplinary team
involvement in the process of creating and negotiating the brief.
In practice, this unit supports and is supported by other units describing the design process. For example, BSBDES502A Establish, negotiate and refine a design brief and BSBDES601A Manage design realisation.
Not applicable.
1. Negotiate graphic design briefs | 1.1 Evaluate the overall objectives and parameters of complex graphic design projects 1.2 Develop and share ideas about projects with relevant people as part of a collaborative design process 1.3 Re-evaluate and refine options based on own analysis and input from others 1.4 Establish and agree on final nature and scope of design briefs |
2. Develop and refine graphic design concepts | 2.1 Develop design concepts based on a sound understanding of the communication need and the range of options available to the professional designer 2.2 Identify the potential for individualised or specialised research to meet different design briefs 2.3 Adapt and use relevant ideas and approaches from research with consideration of intellectual property requirements 2.4 Evolve personal ideas through reflection on own practice to date 2.5 Inform designs through consideration of the potential of new and emerging technologies 2.6 Develop concepts that take account of both creative and technical requirements 2.7 Integrate individual research, personal ideas and professional realities to hone and confirm concepts 2.8 Create concept presentations that suit the nature of the work |
3. Plan and monitor graphic design projects | 3.1 Develop sustainable project management plans for graphic design work 3.2 Engage specialist expertise where appropriate 3.3 Administer and monitor work against the project plan 3.4 Communicate and collaborate with relevant people at key stages 3.5 Develop and finalise project documentation at appropriate times during the project 3.6 Bring together the disparate challenges of the project to complete work on time |
4. Realise graphic design solutions | 4.1 Integrate command of design techniques and tools to realise graphic designs 4.2 Work with the fundamental elements and principles of design with confidence and skill 4.3 Apply critical and creative thinking ability to challenge, adapt and refine graphic design solutions 4.4 Engage in an ongoing process of creative collaboration and refinement during the design process |
5. Evaluate design outcomes | 5.1 Evaluate completed designs in terms of success in meeting objectives 5.2 Assess the work against other creative, technical and business considerations 5.3 Analyse and evaluate feedback from client and others 5.4 Develop strategies for possible adjustments to future work and potential for further development of own skills |
Required skills
communication skills to:
articulate and share ideas about the technical and creative aspects of professional graphic design work
collaborate with others as part of the design process
critical thinking and analytical skills to:
evaluate ideas, information and key messages to develop creative responses to graphic design challenges
evaluate own work in terms of its coherence and success in meeting key objectives
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
numeracy skills to develop realistic costings for graphic design work
problem-solving skills to:
proactively identify and develop effective solutions to complex challenges of a varied and unpredictable nature
resolve conceptual and technical issues that arise within professional graphic design work
self-management and planning skills to plan and coordinate the design project from initial concept to realisation
technical skills to apply and adapt specialised graphic design skills in working typography, layout and visuals
technology skills to show command of current software programs used by graphic designers.
Required knowledge
different types of graphic design projects across a broad spectrum of industry practice
roles and responsibilities of key people involved in the graphic design process and the typical communication protocols between those people
types of research that might be relevant to different types of project or design challenges
ways in which designers use research and existing personal ideas to develop design solutions
features of current and emerging technologies used in graphic design practice and the options they present for effective graphic design solutions
impact of professional realities and constraints on the graphic design process
project management systems, procedures and protocols
types of documentation that support graphic design projects
presentation options for communicating design concepts
types of specialist expertise available to the graphic designer
critical and creative thinking techniques that can be used as part of the design process
methods of communication used in graphic design, including simple, direct, complex, indirect, metaphoric, subliminal, sensual, emotional and humorous
intellectual property issues and legislation that impact on professional graphic design practice
sustainability considerations for graphic design practice
OHS requirements for graphic design work.
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: independently conceive, plan and realise graphic design solutions that meet the requirements of a range of complex briefs apply creative and technical skills to the graphic design process manage all aspects of the design process effectively, including project planning, monitoring and communication collaborate effectively on technical and creative issues. |
Context of and specific resources for assessment | Assessment must ensure: collaboration with others as part of the design process current graphic design technologies. |
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: professional evaluation by industry professionals of graphic design solutions developed by the candidate evaluation of presentations made by the candidate about work developed evaluation of processes used by the candidate to conceive, plan and realise the work evaluation of the effectiveness of project management evidenced through completion of work on time and on budget 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. |
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.
Overall objectives and parameters | audience characteristics broader marketing strategies business performance measures cost conflicting demands creative criteria community participation or response competition criteria ethical considerations legal or contractual considerations technical requirements, including delivery platform technologies timeframe triple bottom line (people, planet, profit). |
Complex graphic design projects | complex messages cultural complexities multiple delivery platforms multidisciplinary teams negotiation or creation of the brief potentially hostile audiences. |
Relevant people | art directors clients creative directors employers editors end users mentors other artists and designers peers potential customers supervisors technical experts teachers. |
Individualised or specialised research | in-depth focus on a particular: idea material media process technique research of particular relevance to the design challenge: economic industrial political social. |
Personal ideas | colour humour imagery interactivity social referencing technology. |
New and emerging technologies | new options on the market technologies not used before. |
Concept presentations | computer-aided drawing mock-ups models presentations sketching technical drawing. |
Sustainable project management plans | professional project management plans that include: contingency planning internal and external resources objectives and scope risk management timelines monitoring and adjustment of the plan to complete work on time and within budget. |
Specialist expertise | artists illustrators interactive media experts marketing experts researchers writers. |
Project documentation | creative rationale instructions for printers production specifications technical data update reports to client. |
Design technique and tools | creating storyboards illustration traditional or digital drawing typography using software for: raster image manipulation (e.g. Photoshop) vector image production (e.g. Illustrator or FreeHand) web interactivity and animation (e.g. Macromedia Suite) page layout (e.g. InDesign or Quark). |
Fundamental elements and principles of design 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. |
Critical and creative thinking ability | analysis of complex and abstract ideas and theories working effectively with concepts, such as: adapting analysing and evaluating actions and policies challenging clarifying issues, values and standards comparing similar situations comparing and contrasting ideals with practice comparing and evaluating beliefs, interpretations and theories debating and discussing developing criteria for evaluation distinguishing relevant from irrelevant facts examining and evaluating assumptions exploring implications and consequences generating and assessing solutions judging making interdisciplinary connections making plausible inferences and predictions noting significant similarities and differences nuance, subtlety and distinction questioning reading and listening critically reflecting. |
Creative collaboration and refinement | client consultation informal conversations with peers technical discussions workshopping of ideas. |
Success | audience response client feedback cost effectiveness customer comments sales achieved. |
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.