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.

Overall objectives and parametersmay relate to:
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 projectsmay involve:
complex messages
cultural complexities
multiple delivery platforms
multidisciplinary teams
negotiation or creation of the brief
potentially hostile audiences.
Relevant peoplemay include:
art directors
clients
creative directors
employers
editors
end users
mentors
other artists and designers
peers
potential customers
supervisors
technical experts
teachers.
Individualised or specialised researchmay relate to:
in-depth focus on a particular:
idea
material
media
process
technique
research of particular relevance to the design challenge:
economic
industrial
political
social.
Personal ideasmay relate to use of:
colour
humour
imagery
interactivity
social referencing
technology.
New and emerging technologiesmay include:
new options on the market
technologies not used before.
Concept presentationsmay include:
computer-aided drawing
mock-ups
models
presentations
sketching
technical drawing.
Sustainable project management plansare those that include:
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 expertisemay include:
artists
illustrators
interactive media experts
marketing experts
researchers
writers.
Project documentationmay include:
creative rationale
instructions for printers
production specifications
technical data
update reports to client.
Design technique and toolsmay include:
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 abilitymay involve:
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 refinementmay involve:
client consultation
informal conversations with peers
technical discussions
workshopping of ideas.
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, 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.