Overview

This module provides learners with the opportunity to explore and apply graphic design skills in response to a given brief. Beginning by researching and interpreting the commercial and user needs, students will initially present a range of their ideas, before developing and presenting a final design and rationale.

Introductions to Adobe Illustrator; Creating and transforming vector graphics; Photo editing and manipulation; Visual branding; Product attributes - Concrete (physical) and abstract (emotional); Visual communication and language; Graphic design processes; Creative design briefs; Defining and creating graphic styles.

Assessment Strategy

-threshold -Assignment 1 50-59%:Suitable market and brand research, resulting in a logical design proposal. Links made between research and proposal. Some consideration to structure. Assignment 2 50-59%: Suitable application of graphics, demonstrating an understanding of visual language in relation to attributes and brand, with some application of current theory. -good -Assignment 1 60 -69%: In-depth and relevant market and brand research, insightful synthesis in the development of a range of design proposals. Good consideration to referencing and structure. Assignment 2 60 -69%: Effective application of graphics, demonstrating a good understanding of visual language in relation to attributes and brand, with some originality, and relevant application of current theory. -excellent -Assignment 1 70% and above: Comprehensive and fully referenced market and brand research, resulting in excellent insight and synthesis in the development of a professional range of design proposals. Excellent structure and presentation. All proposals are equally validated and justified, and are of a professional standard. Assignment 2:70% and above : Excellent application of graphics, highly original and creative outcome. Masterful application of graphics, outcome is highly original and of a professional/commercial standard.

Learning Outcomes

• Apply design thinking to understand and communicate the design decisions and rationale of the proposed solution.

• Apply graphic design theory and elements for the purpose of visual communication.

• Apply graphic design theory and understanding in relation to identified brand values, brand identity, product benefits and attributes, and user need.

• Utilise the graphic design software to express attributes, qualities and benefits.