GRDSN 121: Design Process III
Project: Online Newsletter
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 and collect examples of contemporary industry work to clarify conclusions in design thinking by choosing examples that clearly show the graphic design principles in action
0 1 2 3 4
2. Create a online newsletter that expresses the mood, personality, spirit and / or theme of the newsletter through creative concept, imagery, typography and invites interactivity.
0 1 2 3 4
3. Develop a hierarchy / flow chart by sketching out the site structure (navigation links)
0 1 2 3 4
4. Communicate concept / composition using thumbnail sketches that ...
- Are fast and un-detailed
- Use ideation techniques such as the "Creative Techniques Listing"
- Allow yourself to brainstorm and record every whim, even the bad, dumb, overused,
inappropriate or impractical ideas in order to get to a unique idea
- Are drawn in proportion to the dimensions of the finished piece
- Convey an entirely separate or different creative concept
- Show emphasis, balance, rhythm, unity
- Show use of Gestalt principles: similarity, proximity, continuation, closure, figure/ground
- Convey composition, sizing and position
- Exhibit flexible visual thinking
- Show the relationship between graphic elements
- Show general shapes of graphic elements
- Indicates various design approaches. Ex: Graphic, Illustrative, Photographic or Typographic
0 1 2 3 4
5. Indicate the hierarchy of elements by...
- Determining the relative importance of every section of the client's text
- You will have chosen a method of emphasis using size, boldness, italics, font choice, spacing, alignment, kerning, etc.
- You will have indicated the visual weight of elements by careful rendering or varying the stroke weight of lines.
0 1 2 3 4
6. Develop creative design solutions that demonstrate effective use of the formal elements of design
by incorporating the following into your rough designs...
- line
- shape
- color
- value
- texture
0 1 2 3 4
7. Identify and utilize the principles of design...
- balance
- emphasis
- rhythm
- unity
0 1 2 3 4
8. Create the illusion of depth by...
- overlapping imagery
- varying the size of shape, type or imagery
- using color to have elements recede or come to the foreground
0 1 2 3 4
9. Create interesting typographic compositions by...
- kerning type (wide, tight or varied)
- using an overused font in a new and fresh way (using line, texture, shape or various sizes)
- choosing appropriate typefaces to portray a style or personality
- varying the use of caps and lower case letter forms
- manipulating a typeface with an awareness of the horizontal and vertical line weights
0 1 2 3 4
10. Devise and apply grid systems by using graph paper and laying out your design with html tables in mind
0 1 2 3 4
11. Communicate refined concept, detailed composition and typographic formatting using tight roughs that...
- Work off of one of the previous thumbnail sketches
- Each rough should show the following: The main navigation page and the menu items page
- Are in proportion and fit within a browser window
- Convey type choice
- Convey type size, spacing and leading
- Indicate usage of color
- Convey photographic or illustrative imagery
- Create each rough as an entirely different creative concept
- Are computer generated jpeg files
0 1 2 3 4
12. Incorporate original or copyright free illustrative / photographic imagery by..
- using image manipulation or illustrative software to create original artwork
- researching copyright free photographic imagery
- researching copyright free illustrative imagery
0 1 2 3 4
13. Submit a styleboard for each of your rough designs that...
- show thinking as it relates to the design principles
- state the objective and your creative strategy
- clearly shows an industry example(s)
- clearly shows creative usage of typography
- clearly shows usage of a minimum of 3 design elements
(ie: color, line, shape, texture, value, spatial depth) - is linked to the roster page with your rough design
- Style boards must include:
1. Clear Objective and strategy statements
2. At least six relevant research images
3. At least 2 color swatches with descriptions of origin
4. At least four type examples — 2 display and two text examples
Suggestions for improvement: