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...
a) asking the client specific questions during meetings
b) submitting a creative brief
0
1
2
3
4
2.Research and collect examples of contemporary brochures to clarify conclusions in design thinking by choosing examples that clearly show the graphic design principles in action
0
1
2
3
4
3. Create a brochure that expresses the personality or spirit of the editorial content through the creative concept, imagery, materials used and typographic composition
0
1
2
3
4
4.Produce visual elements that:
visually communicate the mood, spirit and/or message
are clearly understood by the target audience
0
1
2
3
4
5. Communicate concept / composition using thumbnail sketches that ...
Are fast and un-detailed
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
demonstrate the ability to create more than one good concept
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.
0
1
2
3
4
7. Assess your work and make appropriate revisions by getting feedback through the client, art director and other colleagues
0
1
2
3
4
8. Devise and apply grid systems by using graph paper, ruler and column guides
0
1
2
3
4
9. Communicate refined concept, detailed composition and typographic formatting using tight roughs that...
Work off of one of the previous thumbnail sketches
Drawn 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
Develop illustrative or photographic images to incorporate through rough sketches
