GRDSN 111: Design Process II
Project: Black and White Newspaper Ad
Performance Objectives: (Things you will be able to learn...) and Criteria: (This is how well it has to be done...)
Instructions: Select a score for each outcome below based on the following scale...
0= Clearly does not demonstrate competency.
1= Demonstrates basic understanding of competency.
2= Demonstrates clear understanding of competency.
3= Demonstrates competency with clarity, uniqueness and depth.
4= Demonstrates competency at a professional work level.
1. Research the target audience, demographics, and budget by...
- asking the client specific questions during meetings
- submitting a creative brief
0 1 2 3 4
2. Collect and research examples of contemporary industry work to clarify conclusions in design thinking by choosing black and white newspaper solutions that clearly show the graphic design principles in action
0 1 2 3 4
3. Create a concept for the black and white newspaper ad that is the foundation of the advertising message; it answers the question, "What's in it for me?" and promotes the benefit through the creative solution or headline.
www.clichesite.com 0
1
2
3
4
4.Produce visual elements that are appropriate / effective in representing the client / product / service that...
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represent the company, service or product in a positive way
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communicates the mood, spirit and/or theme of the product and company
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does not offend people
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appeals to the target audience
0 1 2 3 4
5. Communicate concept / composition using thumbnail sketches that ...
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Are fast and un-detailed
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Drawn in proportion to the dimensions of the finished piece
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Visually indicate headline, visual, body copy, sign-off and tag line.
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Convey an entirely separate or different creative concept
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Show emphasis, balance, rhythm, unity
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Convey composition, sizing and position
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Show that you are able to come up with more than one good idea
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Show the relationship between graphic elements
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Show general shapes of graphic elements
0 1 2 3 4
6. Develop creative design solutions that demonstrate effective use of the elements and principles of design by incorporating it into the roughs for the black and white comprehensive ad.
0 1 2 3 4
7. Communicate refined concept, detailed composition and typographic formatting using tight roughs that..
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Draw in proportion or actual size
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Include ad dimensions
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Convey headline type choice ( include type sample of display and text type)
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Convey type size and spacing
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Indicate indents, leading and alignment of text
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Indicate usage of gray tone
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Convey photographic or illustrative imagery
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Create each rough as an entirely different creative concept
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Hand draw using pencil, felt tip
0 1 2 3 4
8. Create final ad designs (digital comps) that show thought, style and attention to detail:
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Display type is kerned and leaded appropriately.
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Line, shape and other design elements add uniqueness and style,
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Initials, drop caps and text wraps add visual interest.
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Image manipulations (shadows, masks, etc.) are well crafted.
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Text formatting adds interest (extra leading, spacing, etc.)
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Text is spelled correctly and formatting eliminates isolated text.
0 1 2 3 4
9. Incorporate creative usage of ...
- Typography
- Photography or Illustration
0 1 2 3 4
10. Develop creative headlines/ad concepts that...
- Incorporate "wit" (ie: cleverness / intelligence)
- Use the creative techniques in the book "Graphic Design Solutions" (common phrase, etc.)
0 1 2 3 4
Suggestions for improvement: