Element

Performance Criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Produce product illustrations.

1.1.Use illustration techniques and relevant equipment and materials to depict accurate observation of products.

1.2.Apply shading, tonal scales, contour, variation in weight of line work, and balance of negative space to depict products.

1.3.Accurately reflect colour and finish of sample products.

1.4.Depict products in correct proportion and to customer specification.

2. Produce images of objects and interiors.

2.1.Use accurate observation of proportion in sketch illustrations.

2.2.Draw sketches of objects and interiors in perspective.

2.3.Demonstrate effective contrast of tone, colour and surface in sketch illustrations.

2.4.Depict in situ mannequins in correct proportion.

3. Produce interior and exterior colour schemes.

3.1.Negotiate terms of brief and budget limitations with client.

3.2.Produce colour sample boards to demonstrate interior and exterior colour schemes with colours and textures to suit corporate image, target market and promotional themes.

3.3.Produce store and merchandise colour concepts with accurate specifications and tonal rendering to meet client requirements.

4. Produce colour schemes for promotions.

4.1.Produce colour schemes to suit specific visual merchandising promotional themes.

4.2.Design sketches to reflect design elements required for the visual identity of the promotion.

4.3.Use colour visual sketches to demonstrate how the colour scheme will appear in situ.

5. Produce quick sketches.

5.1.Use a variety of methods, techniques and effects to describe fixtures, product presentations and display points.

5.2.Produce sketches suitable for presentation to industry.

Required skills

communication and interpersonal skills to:

ask questions to identify and confirm requirements

negotiate with internal and external groups and teams with regard to visual merchandising through clear and direct communication

share information

use and interpret non-verbal communication

use language and concepts appropriate to cultural differences

technical skills to:

use colour planning and blocking in retail visual merchandising design concepts

use hand-drawn in-perspective sketching

use tone, colour and surface in sketch illustrations

Required knowledge

roles and responsibilities of internal and external groups and teams with regard to visual merchandising

relevant legal and legislative provisions relating to the development and manufacture of visual merchandising signs, including work health and safety (WHS)

elements and principles of design

psychological and marketable characteristics of colour in visual merchandising

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.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

develops examples of accurate representational images of selected objects and interiors

uses colour schemes to suit specific visual merchandising promotional themes

develops quick marker sketches.

Context of and specific resources for assessment

Assessment must ensure access to:

a real or simulated retail visual merchandising work environment

relevant documentation, such as sample client briefs

information on:

client requirements

store image

products and services

retail illustration tools and materials, including relevant computer software.

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:

observation of performance in the workplace

a simulated retail illustration project environment

client feedback

answers to questions about specific design skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

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 individual, accessibility of the item, and local industry and regional contexts) may also be included.

Illustration techniquesmay include:

linear marks of differing intensity and character, including:

curvilinear

sharp

soft, using side of pencil, marker or crayon

thick

thin

linear marks to produce illusion of three-dimensional (3-D) form

online illustrations

quick marker sketches

simple linear perspective

tonal range to produce illusion of 3-D

using colour

using mixed drawing media and a range of techniques to produce drawings.

Equipment and materialsmay include:

charcoal

coloured pencils

fine liner pens

marker pens

pastels and chalks

pencils from B to 6B

watercolour.

Customermay include:

customer with routine or special requests

internal and external contact

new or repeat contact

people from a range of social, cultural and ethnic backgrounds

people with varying physical and mental abilities.

Interior and exterior colour schemes may be for:

department stores

exhibition stands

interiors and exteriors of shops.

Promotional themesmay include:

seasonal events, such as:

religious holidays

Mother’s day

Father’s day

Valentine’s day

sports events

seasonal sales

cultural themes, such as:

Japanese

Mexican

Tuscan

enterprise-specific promotions, such as:

birthday sale

homewares sale

lingerie sale

perfume promotion

specific product promotional events, such as exhibitions.

Design elementsmay include:

colour

direction

line

shape

size

texture.