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. Develop drawings for a given theme.

1.1.Present alternative drawings for a given visual merchandising theme to client.

1.2.Collaborate with team members to explore ideas.

1.3.Reflect relevant design elements and principles in finished drawings to demonstrate creative ideas and problem-solving strategies.

2. Produce colour concept drawings.

2.1.Generate colour concept drawings for a wide range of retail applications.

2.2.Apply a suitable drawing system to produce accurate perspective, isometric and axonometric drawings.

2.3.Use cultural and historical associations for a target market and theme.

2.4.Use colour contrast and colour coordination to suit client promotional needs.

2.5.Select suitable fixtures, fittings and finishes to suit client needs and budget.

2.6.Apply three-dimensional (3-D) effects to enhance presentation.

2.7.Select and apply rendering medium appropriate to promotional theme and product image.

2.8.Select and apply lettering, logos, symbols and images to suit corporate image and target market.

2.9.Present finished artwork professionally mounted with overlay and detailed explanations.

3. Give verbal presentations of design solutions.

3.1.Present ideas and visuals in a clear and logical manner, with a range of solutions that meet client requirements.

3.2.Offer clear explanations to client questions.

3.3.Recommend preferred solutions to clients with a clear rationale for the final idea and its suitability.

Required skills

communication and interpersonal skills to:

ask questions to identify and confirm requirements

collaborate with team members to explore ideas through clear and direct communication

present drawings to client

present design solutions verbally

use and interpret non-verbal communication

use language and concepts appropriate to cultural differences

creative thinking skills to apply design principles to visual merchandising themes

technical skills to:

demonstrate design application

demonstrate illustrative skills

technology skills to produce manual and computer assisted rendered drawing skills

problem-solving skills to produce finished drawings that reflect design elements and principles

Required knowledge

elements and principles of design

contemporary design trends and issues

copyright and intellectual property issues and legislation, and their impact on design practice

drawing standards and techniques

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:

works individually and in a team to produce colour concept drawings for a wide range of promotional themes and retail solutions

demonstrates verbal presentation skills when presenting design and colour concepts to clients

answers clients’ questions on retail image design.

Context of and specific resources for assessment

Assessment must ensure access to:

a real or simulated retail visual merchandising, including:

studio equipment

computer-based design and illustration programs

information on:

client requirements

store image

products and services

retail design trends

materials.

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 visual merchandising design project

third-party reports from a supervisor

a folio of personally developed designs

client feedback

answers to questions about specific skills and knowledge.

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.

Visual merchandising thememay include:

seasonal events, such as:

Father’s day

Mother’s day

religious festivals

sales

sports events

Valentine’s day

cultural themes

enterprise-specific promotions, such as:

birthday sale

homewares sale

perfume promotion

specific product promotional events, such as exhibitions.

Clientsmay include:

external business customers

managers within the enterprise.

Team members may include:

professional staff

technical staff.

Relevant design elements and principlesmay include:

contrast

direction

harmony

pattern

positive and negative shape

proportion

rhythm

shape

size

tone.

Three-dimensional effectsmay include:

highlight

reflection

shadow.

Rendering medium may include:

digital output

drawing

painting

photographs.