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.
Research the target audience, demographics, and budget by...
a) asking the client specific questions during meetings
b) submiting a creative brief
0
1
2
3
4
Research and collect examples
of contemporary greeting cards to clarify conclusions
in design thinking by
choosing examples that clearly show the
graphic design principles in action
0
1
2
3
4
Create a design that expresses the
personality or spirit of the client through the creative
concept, imagery, materials used and typographic composition
0
1
2
3
4
Produce visual elements that:
visually communicate the mood, spirit and/ormessage
are clearly understood by the target audience
0
1
2
3
4
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,
unityshow 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
Develop creative design solutions that
demonstrate effective use of the elements and principles of design
0
1
2
3
4
Assess your work and make appropriate
revisions by getting feedback through the client, art director
and other colleagues
0
1
2
3
4
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
