GRDSN 121: Design Process III
Project: Specialty Promotion
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 well designed specialty promotion designs to clarify conclusions
in design thinking by...
- choosing examples that clearly show the graphic design principles in action
- researching color, line, shape, texture, and typography
- submitting a styleboard for each of your rough designs to show thinking as it relates to the design principles
0 1 2 3 4
2. Create a design that expresses the personality or spirit of the organization through the creative concept, colors, imagery, materials used and typography
0 1 2 3 4
3. Communicate concept / composition using thumbnail sketches that ...
- Are fast and un-detailed
- Uses ideation techniques such as the "Creative Techniques Listing" or the "Thinking Creatively" textbook
- Allows 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
0 1 2 3 4
4. Indicate the hierarchy of elements by...
- Determining the relative importance of every section of the client's text
- Choosing a method of emphasis using size, boldness, italics, font choice, spacing, alignment, kerning, etc.
- Indicating the visual weight of elements by careful rendering or varying the stroke weight of lines.
- Separating content using line, shape and value.
0 1 2 3 4
5. 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
- creative use of typography
0 1 2 3 4
6. Identify and utilize the principles of design...
- balance
- emphasis
- rhythm
- unity
0 1 2 3 4
7. 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
8. 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
9. Communicate refined concept, detailed composition and typographic formatting of the specialty promotion using tight roughs ...
- Work off of one of the previous thumbnail sketches
- Draw in proportion or actual size
- Convey type choice
- Convey type size, spacing and leading
- Indicate usage of color
- Convey photographic or illustrative imagery
- Create each rough an entirely different creative concept
- Generate roughs on the computer
- Uses the template provided and is printed out in color on an 8.5"x11"
0 1 2 3 4
10. Develop illustrative or photographic images to incorporate by creating various styles of one
image by changing the line, texture, shape, or value of the image
0 1 2 3 4
11. Assess your work and make appropriate revisions by...
- gaining peer feedback at the rough stage
- gaining peer feedback at the digital comp stage
0 1 2 3 4
Suggestions for improvement: