Elements and Performance Criteria

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
inform
inspire
motivate
persuade.
Broader contextmay relate to:
client preferences and perceptions
community attitudes
industry trends
key relationships for the project
marketing objectives
overall direction of the organisation
where the product sits within a broader product range.
Packaging design requirements may relate to:
crafted objects
exhibition needs
label design
point of sale
specialised packaging requirements
specialised product design
standard container design
technical solutions
transportation needs
visibility on the shelf.
Relevant people may include:
art directors
clients
creative directors
distributors
employers
end users
manufacturers
mentors
other artists and designers
potential customers
supervisors
technical experts.
Packaging trends and ideas may relate to:
convenience packaging
environmental sustainability
packaging for particular market groups
packaging technologies
role of packaging
type of packaging
use of different materials:
cardboard
glass
metal
paper
plastics.
Customer engagement with packaging may relate to:
typical customer responses to:
colour
shape
size
text.
Production factors may relate to:
type of packaging materials and their interactions with different printing processes
number to be produced.
Sustainability issues may relate to:
availability of materials
cost of production
environmental friendliness of materials
social acceptance of particular ideas and concepts.
Regulatory requirements may relate to:
intellectual property
consumer protection
dangerous goods
food safety labelling
manufacturing standards
security.
OHS issues may relate to:
environmental factors, such as exposure to light, heat and cold
materials used
security of content.
References may include:
digital images
earlier iterations
film and video
internet
marketing data
models
own experience
photographs
previous work
product information
reference books, journals and texts
scripts
technical data
work of other designers
writings.
Materialsmay include:
a range of papers, including bleed proof papers
bark or wood
boards
cardboard
ceramics
fiber boards
finishes and stains
form boards
found materials
glass
glues and fixatives
metal
plastics
textiles.
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.
Creative collaboration and refinementmay involve:
client consultation
informal conversations with peers
modelling
technical discussions
workshopping of ideas.
Other expertsmay be:
market researchers
packaging manufacturers
product designers
product manufacturers.
Documentationmay include:
creative rationale
finished art
instructions for printers
production specifications
technical data.
Successmay be measured by:
audience response
client feedback
cost effectiveness
customer comments
sales achieved.

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 realise graphic design solutions for product packaging
work confidently with the elements and principles of design across multiple packaging design projects
collaborate effectively on creative, technical and organisational issues.
Context of and specific resources for assessment
Assessment must ensure:
access to:
industry-current graphic design technologies
materials commonly used in packaging design
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 packaging 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
direct observation of work in progress
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.