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.
In this unit graphic designers create advertisements for use in a range of different media. The designer creates the visual concepts for advertisements and depending on the work context, may or may not be responsible for integrating other content such as text, sound or interactivity to produce completed advertisements.
Although designers at this level work with a high degree of autonomy, they are still likely to be members of a collaborative creative team.
Not applicable.
1. Interpret creative briefs | 1.1 Analyse creative briefs in terms of the key communication objectives 1.2 Develop an understanding of the broader context for the advertising media 1.3 Develop shared understandings of advertising requirements with relevant people 1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements |
2. Evaluate the context for advertising work | 2.1 Consider current and emerging trends and thinking about advertising 2.2 Take account of relevant consumer behaviour and the influences on buying decisions 2.3 Identify and evaluate sustainability issues for advertising projects 2.4 Assess and respond to legal and ethical constraints |
3. Generate and assess advertising ideas | 3.1 Identify and source references to inform visual concepts for advertising 3.2 Explore different visual devices to communicate key messages 3.3 Maximise contributions of others through collaboration on ideas as required 3.4 Reflect on ideas for technical, creative and budgetary implications 3.5 Refine and select approaches that best balance the overall needs of the brief |
4. Develop designs for advertising | 4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account 4.2 Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors 4.3 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages 4.4 Engage in an ongoing process of testing, creative collaboration and refinement during the design process 4.5 Engage with other experts on relevant legal, ethical and business requirements |
5. Finalise advertising designs | 5.1 Negotiate and agree to modifications and amend designs as required 5.2 Develop accurate and comprehensive documentation to support the production process 5.3 Present final designs and documentation to relevant personnel and confirm |
6. Evaluate effectiveness of advertisements | 6.1 Evaluate completed designs in terms of success in meeting objectives 6.2 Assess the work against other creative, technical and business considerations 6.3 Analyse and evaluate feedback from client and others 6.4 Reflect on own role in design process and note areas for future improvement 6.5 Develop strategies for further development of own skills |
Required skills
communication skills to:
interpret and clarify written proposals and creative briefs
work collaboratively with others
present ideas for discussion and feedback
produce accurate and detailed design and production documentation for advertisements
critical thinking and analytical skills to:
evaluate communication needs and develop sophisticated design solutions
distil key ideas and approaches from complex and varying information and ideas
initiative and enterprise skills to see opportunities for new and creative approaches to advertising design challenges
literacy skills to engage with potentially complex information at an advanced level
self-management and organisational skills to:
take responsibility for the design challenge
meet responsibilities within a collaborative project
problem-solving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response
numeracy skills to interpret and work within project budgets
technology skills to:
use the advanced features of current graphic design software programs
use the internet as a research tool.
Required knowledge
current and emerging trends and ideas in the area of advertising design
key people involved in advertising, and their typical roles, responsibilities and interrelationships – particularly in relation to the graphic designer
principles and purposes of advertising
principles of consumer behaviour and influences on buyer behaviour
production factors for different types of advertising and how they impact on the design process
sources of ideas for visual concepts for advertising
formal principles and elements of design in the context of advertising design
collaborative processes used in graphic design
critical and creative thinking techniques that can be used as part of the design process
intellectual property issues and legislation in relation to advertising
legal and ethical requirements relating to the advertising industry
sustainability considerations related to messages in advertising and materials used in advertising, and how they impact on graphic design.
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 and create advertisements for use in a range of media, both print and electronic work confidently with the elements and principles of design across multiple advertising contexts collaborate effectively on creative, technical and organisational issues apply knowledge of advertising practice and consumer behaviour. |
Context of and specific resources for assessment | Assessment must ensure: access to industry-current graphic design technologies collaboration with others to reflect the design process. |
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 by industry professionals of advertising 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.
Communication objectives may be to: | challenge compare contrast entertain inform inspire motivate persuade. |
Broader context | client preferences and perceptions community attitudes corporate identity existing advertising industry trends key relationships for the project marketing objectives. |
Advertising media | cinema direct mail information boards magazines newspapers point of sale posters television. |
Relevant people may include: | art directors clients copywriters creative directors employers end users other artists and designers supervisors technical experts. |
Current and emerging trends and thinking may relate to: | appropriate standards cultural considerations cultural norms stretching boundaries. |
Sustainability issues may relate to: | cost of production environmental friendliness of materials messages in advertising social acceptance of particular ideas or concepts. |
References may include: | digital images earlier iterations film and video internet marketing data material from the sponsoring organisation own experience photographs previous work product information reference books, journals and texts scripts technical data work of other designers writings. |
Visual devices | animation association caricature exaggeration fantasy photography special effects. |
Key messages | brand or image factors competitive advantages features of the product or service where the product or service may be obtained. |
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. |
Visual design components | animation graphics motion photographs text. |
Creative collaboration and refinement | client consultation informal conversations with peers modelling piloting technical discussions workshopping of ideas. |
Other experts | artists copywriters digital media designers illustrators market researchers. |
Relevant legal, ethical and business requirements may relate to: | intellectual property codes of practice such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, including OHS legislation, policies and guidelines social responsibilities, such as protection of children societal expectations. |
Documentation | creative rationale finished artwork instructions for printers production specifications. |
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.