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 and creating informal questionnaires 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...

represent the company, service or product in a positive way
communicates the mood, spirit and/or theme of the product and company
does not offend people
appeals to the target audience

0 1 2 3 4

5. Communicate concept / composition using thumbnail sketches that ...

Are fast and un-detailed
Drawn in proportion to the dimensions of the finished piece
Visually indicate headline, visual, body copy, sign-off and tag line.
Convey an entirely separate or different creative concept
Show emphasis, balance, rhythm, unity
Convey composition, sizing and position
Show that you are able to come up with more than one good idea
Show the relationship between graphic elements
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..

Draw in proportion or actual size
Include ad dimensions
Convey headline type choice ( include type sample of display and text type)
Convey type size and spacing
Indicate indents, leading and alignment of text
Indicate usage of gray tone
Convey photographic or illustrative imagery
Create each rough as an entirely different creative concept
Hand draw using pencil, felt tip

0 1 2 3 4

8. Create final ad designs that show thought, style and attention to detail:

Display type is kerned and leaded appropriately.
Line, shape and other design elements add uniqueness and style,
Initials, drop caps and text wraps add visual interest.
Image manipulations (shadows, masks, etc.) are well crafted.
Text formatting adds interest (extra leading, spacing, etc.)
Text is spelled correctly and formatting eliminates isolated text.

0 1 2 3 4

9. Develop creative headlines/ad concepts using the creative techniques in the book "Graphic Design Solutions" (common phrase, etc.)

0 1 2 3 4

Suggestions for improvement: