CATHOLIC REGIONAL COLLEGE SYDENHAM Rationale: Study: Visual Communication & Design Visual Communication is a bridge between an idea and its intended audience. In the fields of architecture, engineering, graphic, industrial and multimedia design, advertising and marketing, cartography and fashion, for example, visual communicators use text and/or image to communicate information. The visual form that the communication takes may be imaginative and original or it may conform to conventions or accepted rules. The production of visual communications involves the application of a design process in which final presentations are developed in response to needs identified in an initial brief. The design process provides a defined, yet flexible approach, to the development, evaluation and refinement of visual communication solutions. The vocabulary and grammar of visual communication is based on understanding and applying drawing and drawing conventions, design elements and design principles. This knowledge assists students in the generation of a range of visual communications. In this study, information and communications technology as well as other forms of image generation are used to create examples of visual communication. The study also provides the opportunity for students to develop an informed, critical and discriminating approach to visual communications encountered in everyday life. AIMS This study is designed to enable students to: extend their understanding of how ideas and information can be conveyed through visual means; develop the capacity to create communication solutions through the application of the design process; acquire skills in the analysis, interpretation and understanding of visual communication in its social context; develop skills in freehand and instrumental drawing and rendering; increase their knowledge of drawing standards and conventions; acquire skills in using design elements and design principles; develop a critical perspective of visual communications; develop skills in the appropriate selection and application of information and communications technology, media, materials and production methods in the production of visual communications.
Unit 1: Visual Communication Unit Description: The main purpose of this unit is to enable students to develop an understanding of instrumental drawing methods and freehand drawing including drawing from direct observation. The unit involves the study of a range of drawing methods, including relevant Australian Standards conventions. Students develop practical skills in the application of appropriate drawing methods, design elements and principles, and information and communications technology. The unit also introduces students to the diversity of visual communication and the role of the design process in visual communication production. Area of Study / Outcome Area of study 1: Instrumental drawing This area of study focuses on instrumental drawing to show objects and their relationship to each other in space two dimensionally and three dimensionally. Manual and/or electronic drawing methods are used to draw objects using paraline projections, including isometric, oblique, planometric and third-angle orthogonal projections. Australian Standards conventions are used appropriately in the communication of visual information and in the completion of finished designs. The application of conventions to establish a consistent approach includes correct labelling techniques and the inclusion of appropriate symbols. Outcome 1 On completion of this unit the student should be able to complete instrumental drawings using a range of paraline drawing systems. study 1. paraline drawing systems, including isometric, oblique, planometric and third-angle orthogonal projections; manual and/or electronic equipment used in drawing objects in the paraline drawing systems, including isometric, oblique, planometric and third-angle orthogonal projections; Australian Standards conventions used in orthogonal drawing, including dimensioning and letterform conventions for labelling; drawing methods, including manual and/or electronic drawing. Australian Standards conventions used in orthogonal drawing, including dimensioning and letterform conventions for labelling; drawing methods, including manual and/or electronic drawing. use manual and/or electronic instruments to draw objects using paraline projections, including isometric, oblique, planometric and third-angle orthogonal projections; develop two-dimensional orthogonal views into three-dimensional views and vice versa; use Australian Standards conventions for dimensioning; use correct labelling techniques and symbols in orthogonal drawings Area of study 2: Freehand drawing and rendering
This area of study focuses on freehand drawing from direct observation, including one-point and two-point perspective and rendering. A range of media is used in drawing to represent objects, depicting surface features and to describe form, space, light, shade, shadow and texture. A variety of rendering techniques may be applied to enhance the form of represented objects and to communicate realistic scale and proportion of objects in relation to one another. Outcome 2 On completion of this unit the student should be able to draw from direct observation, in proportion, and render the drawings. study 2. freehand methods for drawing both one-point and two-point perspectives; arange of media for use in drawing and rendering; rendering techniques to enhance form, space, light, shade, shadow, texture and the surface of materials; freehand drawing to develop judgment of proportion and scale, and to show the relationship of objects to each other. create, in proportion, one-point and two-point perspective freehand drawings from direct observation; visually represent form and the relationships of objects; use a range of media to render texture of materials and to show light and shade; render form to show surface of materials and texture. Area of study 3: Design Elements & Design Principles This area of study focuses on the experimentation, exploration and application of design elements and principles through manual freehand drawing, the use of information and communications technology and, where appropriate, other methods of electronic image generation such as photography and photocopying. Design elements, including colour, shape, line, tone, texture, form, letterform and point, and principles, including balance, contrast, cropping, hierarchy, figure ground, scale, proportion and pattern, are used to produce visual communications that satisfy a stated purpose. Experimentation and exploration occur throughout the development of ideas in the testing and reviewing of the relationship between applied elements and principles and the requirements specified in the stated purpose. In this area of study, the term purpose can be understood as one or more purposes. Outcome 3 On completion of this unit the student should be able to explore and apply design elements and principles to satisfy a stated purpose. study 3. a range of design elements, including colour, shape, line, tone, texture, form, letterform and point, and principles, including balance, contrast, cropping, hierarchy, figure ground, scale, proportion and pattern, applied in the development of freehand drawings; design elements and principles used to produce visual communications that satisfy a stated purpose; manual freehand drawings, information and communications technology applications and, where
appropriate, other methods of electronic image generation such as photography and photocopying in the exploration and application of design elements and principles. use a range of design elements and principles in the development of manual freehand drawings; use information and communications technology to explore design elements and principles and, where appropriate, other methods of electronic image generation such as photography and photocopying; use design elements and principles to produce visual communications that satisfy a stated purpose; generate and develop design alternatives using a range of design elements and principles; select and refine a design solution to suit a stated purpose. AREA OF STUDY 4: Design process This area of study focuses on components of the design process and how it is applied in the production of visual communications. The design process initially involves identification of a visual communication need establishing the purpose of the visual communication. Information is then researched and ideas generated in order to establish how the visual communication need could be best satisfied through the production of visual communications. Materials, methods, media, design elements and principles are trialled and tested throughout the design process prior to the completion of final presentations. Ongoing review and evaluation of proposed design solutions relative to the initial visual communication need is a feature of the design process. Outcome 4 On completion of this unit the student should be able to describe the nature of the design process in the production of visual communications. study 4. methods for gathering and organising information about the communication need; methods for generating ideas, such as discussion, group interaction and using existing examples of visual communication; the purpose of the production of visual communication, such as the need of the client/s and the audience/s; materials, methods, media and final presentations used to make visual communications; design elements and principles used to make visual communications that satisfy the stated purpose; procedures and techniques for evaluating and testing ideas for possible visual communication solutions; the cyclical nature of the design process. describe the research methods required to gather information for a communication need; describe methods for generating ideas prior to developing visual solution/s for a communication need; describe factors such as audience and client needs in determining the purpose of the production of specific visual communication/s; identify the materials, methods, media and final presentations that satisfy the stated purpose; identify the design elements and principles that satisfy the stated purpose; describe strategies for evaluating and testing ideas that satisfy the stated purpose. School Assessed Coursework:
To satisfactorily complete this unit of Visual communication & design students need to: Specific to Study Link to VCE Policies Authentication Graded Assessment Tasks: Folio Folio Folio Written SAC Unit Description: Unit 2: Communication in context The main purpose of this unit is to enable students to develop and refine practical skills by generating images and developing them through freehand drawing, instrumental drawing and the use of information and communications technology. In the development of visual communications, this unit enables students to develop an awareness of how the design process facilitates exploration and experimentation and how information and ideas are communicated. AREA OF STUDY 1: Representing and communicating form This area of study focuses on developing skills in communicating visual information and in developing images through freehand and instrumental drawing. The representation of form, scale and relationships should be achieved through the appropriate selection of drawing methods including two-dimensional and three-dimensional representations. Australian Standards conventions should be applied to indicate correct dimensioning, cross-sectioning and for the representation of circles in two-dimensional drawing. In drawing three-dimensional objects, the appropriate representation of circular features should be shown. The conversion of two-dimensional drawings to three-dimensional representations and vice versa should be clearly depicted. Outcome 1 On completion of this unit the student should be able to use freehand and instrumental drawings to develop images that represent and communicate form. study 1. drawing methods to communicate form; instrumental two-dimensional drawing, labelling and cross-sectioning to Australian Standards conventions; scale in two-dimensional and three-dimensional grouped objects to indicate relationships; representations of circles in orthogonal drawing, dimensioning and cross-sectioning to Australian Standards conventions; representations of circles and ellipses in paraline drawing; conversion from two-dimensional orthogonal views into three-dimensional drawing systems and vice versa. select appropriate drawing methods to draw and understand form; complete orthogonal drawing to Australian Standards conventions; develop paraline projection of objects into orthogonal drawings and vice versa; use Australian Standards conventions for dimension and cross-section, and show circular
representations in two-dimensional drawing; show circular representation in three-dimensional drawing; apply scale to both a two-dimensional and three-dimensional drawing; represent grouped objects using instrumental drawing; use correct labelling techniques and symbols in orthogonal drawings. AREA OF STUDY 2: Developing imagery This area of study focuses on the application of freehand drawing and rendering and the methods of application that effectively represent form. Both one-point and two-point perspective drawing is used in the development of imagery, which depicts the surface details of an object, including materials and texture. Similarly, the effect of light and shadow on the features of an object are illustrated and a range of media, design elements and principles are applied. In the depiction of selected images, design principles such as scale and hierarchy are applied to illustrate the relationships that exist between objects on a picture plane. Outcome 2 On completion of this unit the student should be able to use freehand drawings in the development of rendered three-dimensional images. study 2. drawing methods to communicate form; freehand drawing including one-point and two-point perspective; rendering of forms using direction of light, shade and shadow; rendering of forms by applying a range of media to represent surfaces, materials and texture; media, design elements, design principles, and rendering techniques in the development of images; scale in three-dimensional grouped objects to indicate hierarchy, relationship and position in a picture plane. use freehand drawing to assist in the communicating of form; complete one-point and two-point perspective drawings; render form to show the play of light, shade and shadow; render form to show surfaces, materials and texture; use a range of media, design elements, design principles, and rendering techniques to develop images; use scale in three-dimensional grouped objects to indicate hierarchy, relationship and position in a picture plane. Area of study 3: Developing visual communication solutions This area of study focuses on applying the design process in the development of visual communication solutions to set tasks. The tasks may vary in their purpose, context, target audience, materials to be trialled, media and design elements and principles to be explored. Freehand and instrumental drawing together with information and communications technology and, where appropriate, other methods of electronic image generation such as photography and photocopying are used to express varied concepts and to develop solutions. Following the analysis of material and research related to the set task, the proposal of solutions and refinement of ideas occur during the application of the design process. In this area of study, the terms solution and task can be understood either as one or more solutions or tasks. Outcome 3 On completion of this unit the student should be able to apply a design process to develop a visual
communication solution to a set task. study 3. purposes of a visual communication solution in relation to a specified audience and context; manual freehand drawing and information and communications technology applications, and, where appropriate, other methods of electronic image generation such as photography and photocopying to develop a visual communication solution; materials, methods, media, design elements and design principles to explore a possible visual communication solution; refinement of possible visual communication solutions to suit the set task. research and analyse information relevant to the set task; apply a design process using manual freehand drawing and information and communications technology and, where appropriate, other methods of electronic image generation such as photography and photocopying to develop possible visual communication solutions; refine ideas for the visual communication solutions through the application of a design process; develop visual communication solutions appropriate to the set task. AREA OF STUDY 4: Visual communication in context This area of study focuses on how cultural and historical factors influence the communication of information and ideas in both contemporary and historical visual communications. The influence of materials, methods, media, design elements, design principles and final presentations on the visual communication within these contexts is also considered. The influence of historical styles and movements on contemporary visual communications are also analysed. In the discussion of examples of both contemporary and historical visual communications, the influence of social factors such as changes in fashion, social values and current issues would be analysed. Visual communication terminology is used throughout the analysis of examples of visual communications. In this area of study, the terms style and movement can be understood either as one or more styles or movements. Outcome 4 On completion of this unit the student should be able to describe and analyse contemporary and historical examples of visual communications and explain how they communicate ideas, present information and reflect influences. study 4. the ways in which information and ideas are communicated visually; the influence of a historical style and movement on contemporary visual communications; the influence of cultural and historical factors, such as fashion, social issues and values, on contemporary and historical examples of visual communications. describe how the use of materials, methods, media, design elements, design principles and final presentations communicate information and ideas; discuss how a historical style and movement influences the production of contemporary visual communications; use visual communication terminology to describe and analyse contemporary and historical examples of visual communications.
School Assessed Coursework: To satisfactorily complete this unit of Visual communication & design students need to: Specific to Study Link to VCE Policies Authentication Graded Assessment Tasks: Folio Folio Folio Written SAC Unit Description: Unit 3: Visual Communication practices The main purpose of this unit is to enable students to develop an understanding of visual communication production through the application of the design process to satisfy specific communication needs. Within the unit, students consider existing visual communication and analyse and evaluate examples. Students will also investigate the production of visual communications in a professional setting and examine the nature of professional practice in the design and production of visual communications. Area of Study / Outcome Area of study 1: Visual Communication design This area of study focuses on the application of the design process to satisfy a stated visual communication need. In response to this defined need, research provides material for analysis and manual drawing is used to generate concepts and ideas relevant to the original visual communication need. Design elements, principles, media and materials are applied in the development of design alternatives. Freehand and instrumental drawing, featuring Australian Standards conventions where required, are also applied in the generation and development of ideas related to the original need. Instrumental drawing, using manual or electronic methods, including third-angle orthogonal, paraline and perspective drawing, are used to demonstrate form and, where appropriate, function relevant to the communication need. Throughout the application of the design process, ongoing evaluation occurs, demonstrating the selection and refinement of concepts appropriate to the visual communication need. The development and refinement of ideas using a range of image generation methods including information and communications technology, culminates in a final presentation. In this area of study, the terms need and presentation can be understood either as one or more needs or presentations. Outcome 1 On completion of this unit the student should be able to apply the design process to produce a final visual communication presentation that satisfies a specified communication need. study 1. a communication need that defines the focus of a final presentation; the cyclical nature of the design process, including ongoing evaluation and the development of design alternatives; information, media and material relevant to the communication need during the developmental work and the final presentation; for example, digital information, freehand drawing, and paper,
card, pencil and dye; design elements, including colour, line, tone, texture, form, shape, point and letterform in developmental work and the final presentation; design principles, including figure ground, balance, contrast, cropping, hierarchy, scale, proportion and pattern in developmental work and the final presentation; manual freehand drawing techniques, including drawings from observation, to generate concepts and ideas relevant to the communication need in developmental work; two-dimensional and three-dimensional manual drawing, including third-angle orthogonal, paraline (isometric and planometric) and perspective drawings in developmental work and, where appropriate, in a final presentation; information and communications technology applications in developmental work and, where appropriate, in a final presentation, and in other methods of electronic image generation such as photography and photocopying; afinal presentation that satisfies a specified need. describe the communication need; research and analyse information relevant to the communication need; apply manual drawing, including freehand drawing and drawing from direct observation, to generate concepts and ideas relevant to the communication need; apply a range of materials, media, design elements and principles to develop design alternatives appropriate to the communication need; produce orthogonal drawings observing Australian Standards conventions, including correct dimensioning and labelling techniques appropriate to the communication need; use drawing methods appropriate to the communication need to demonstrate form and, where appropriate, function, including third-angle orthogonal, paraline (isometric and planometric) and perspective drawing; apply information and communications technology and, where appropriate, other methods of electronic image generation such as photography and photocopying appropriate to the communication need; select and develop design alternatives to suit the communication need; evaluate alternative designs to satisfy a defined communication need; refine a selected design to produce a final presentation to suit the communication need; produce a final presentation to satisfy the stated communication need. Area of study 2: Visual communication analysis This area of study focuses on the analysis and evaluation of examples of visual communication. It includes the audiences and purposes of visual communication and the ways in which information is communicated to a desired audience. The use of the materials, methods, media, design elements, design principles and final presentations in visual communication is described and the application of design elements and principles evaluated. Outcome 2 On completion of this unit the student should be able to analyse and evaluate the effectiveness of a range of visual communications. study 2. the factors that influence ways in which information is expressed in relation to the intended purpose/s of visual communications; the audience to whom the visual communication is directed; the intended purpose/s of visual communications; for example, to advertise, promote, depict, teach, inform, and/or guide; the ways used to attract attention and maintain interest in visual communications; for example,
location, context, humour, and/or emotive imagery; the ways in which standards and/or conventions, where appropriate, contribute to the communication of information and/or ideas in visual communications; design elements, including point, line, shape, form, tone, texture, colour and letterform used in visual communications; design principles, including figure ground, balance, contrast, cropping, hierarchy, scale, proportion and pattern used in visual communications; the material/s, methods, media and final presentation/s used in visual communications. discuss ways in which visual communications are used to communicate information for specific audiences; describe the purpose/s of visual communications; describe material/s, methods, media and final presentation/s used in the production of visual communications; describe the use of standards and/or conventions where appropriate; discuss how design elements and principles are evident and are applied in collaboration in visual communications to convey information and/or ideas; evaluate the application of design elements and principles used in visual communications to convey information and/or ideas. Area of study 3: Professional practice in visual communication This area of study focuses on the relationship between the clients, professional designers and, where appropriate, specialist professional personnel in a professional setting. In the design and production stages of the design process, client initiated design briefs are used by professional designers and, where appropriate, specialist professional personnel to prepare solutions to fulfil the requirements of the brief. In preparing these solutions decisions are made about materials, methods, media, design elements and principles that are the most appropriate and related to the requirements of the design brief. In this area of study, the term brief can be understood as one or more briefs. Outcome 3 On completion of this unit the student should be able to discuss the roles and relationships involved in the design and production of visual communications in the context of professional practice. study 3. the role of a client/s and a design brief in establishing and/or defining a communication need/s at stages throughout the design and production of visual communications; ways in which professional designers respond to and/or evaluate a design brief at stages throughout the design process; for example, researching information, exploring alternative approaches, refining design options or interpreting ideas and data related to the intended market, time constraints or specific needs of the client; the skills applied by professional designers and, where appropriate, their working relationship with specialist/s, in the design and production of visual communications; decisions made during the design and production of visual communications about choice of materials, methods, media, design elements and design principles to fulfil a design brief; ways in which information and communications technology are used at stages throughout the design and production of visual communications. discuss the significance of a design brief at stages throughout the production of visual communications; discuss the relationship between the client and designers and, where appropriate, other specialist
personnel, at stages throughout the production of visual communications; describe ways in which professional designers respond to and/or evaluate a design brief at stages throughout the design process; identify and describe the skills applied by professional designers at stages throughout the design and production of visual communications; discuss reasons for decisions made by designers to satisfy the requirements of a brief at stages throughout the design and production of visual communications; for example, ethical, financial and philosophical; discuss the use of information and communications technology in the design and production of visual communications. School Assessed Coursework: To satisfactorily complete this unit of Visual communication & design students need to: Specific to Study Link to VCE Policies Authentication Graded Assessment Tasks: A folio A written SAC on analysis A written SAC on professional practice Unit Description: Unit 4: Designing to a brief The main purpose of this unit is to enable students to apply their knowledge of the components of the design process in the preparation of one design brief. Students apply their practical skills to the development and production of two distinct final visual communication presentations through application of the design process and based on the requirements of the brief. AREA OF STUDY 1: The brief This area of study focuses on the preparation of a brief that proposes and defines the communication need of a client. The brief identifies the need of the client (including two possible distinct final presentations on two presentation formats), identifies the audience/s, purposes and contexts, and specifies any related constraints and expectations. In this area of study, the terms need and purpose can be understood either as one or more needs or purposes. Outcome 1 On completion of this unit the student should be able to prepare one brief that describes a client s communication need and specifies possible resolutions, and proposes two distinct final visual communication presentations suitable for a stated audience/s. study 1. the communication need of a client, including constraints and expectations; the purpose, including the audience characteristics, of each visual communication; the context and presentation format of each visual communication; for example, a billboard located on a freeway, an interactive website, an A4 full colour magazine page, an architectural model for public display.
identify the communication need of the client; describe the purpose of each visual communication, including audience characteristics; propose possible resolutions to the brief for the production of two distinct final visual communication presentations on two presentation formats. AREA OF STUDY 2: Developmental work This area of study focuses on the application of the design process to produce developmental work consistent with the requirements of the brief. The design process initially involves researching and analysing information related to the brief. Initial concepts based on this analysis are then developed and refined. This part of the design process involves experimentation with materials, methods (including freehand drawing), media, design elements, design principles and presentation formats in order to develop imaginative solutions for the proposed two distinct final visual communication presentations. The selection of the preferred options for final presentations involves the production of mock-ups. Throughout the design process the developmental work (including mock-ups) is evaluated to ensure client need/s, intended purpose/s and audience/s are being satisfied. Final creative and technical decisions are made about the developmental work in order to satisfy the requirements of the brief. Outcome 2 On completion of this unit the student should be able to prepare developmental work that explores design concepts relevant to the requirements of the brief developed for Outcome 1 and fulfils the requirements of that brief. study 2. the cyclical nature of the design process, including ongoing evaluation in response to the brief; information researched, analysed and interpreted to fulfil the specifications of the brief; the range of design concepts explored, developed and refined through the application of materials, methods, including freehand drawing, media, design elements, design principles, and presentation formats (for example, two-dimensional surfaces and three-dimensional models); two-dimensional and three-dimensional applications, for example two-dimensional layout, threedimensional form; selection and further development of possible solutions to satisfy the brief in terms of the client need/s, purpose/s, and intended audience/s; the layout of the information to refine the preferred options, including concept drawings and mock-ups. apply the design process appropriate to the brief; research, analyse and interpret information relevant to the brief; generate, explore and develop design concepts using and applying design elements, design principles and presentation formats; experiment with the application of media, methods and materials; use two-dimensional and three-dimensional applications; select and further develop possible design solutions appropriate to the brief; refine the layout of the information of the preferred option; apply appropriate Australian Standards conventions if required by the brief; annotate and evaluate the design concepts explored in the developmental work. AREA OF STUDY 3: Final presentations This area of study focuses on the final phase of the design process. Two distinct final visual
communication presentations are produced on two presentation formats. These are in addition to the work completed as part of the developmental work for Outcome 2. Each final presentation should be based on the content of the brief, and the approach taken and solutions developed during the design process in the application of materials, methods, media, design elements and principles. The final presentations should reflect technical competence in the methods developed and refined during the design process and be consistent with Australian Standards conventions, where appropriate. Outcome 3 On completion of this unit the student should be able to produce two distinct final visual communication presentations that satisfy the requirements of the brief developed for Outcome 1. study 3. ways of presenting information effectively and imaginatively in the two distinct final visual communication presentations in relation to the specifications of the brief; development of two distinct final visual communication presentations on two presentation formats in relation to the specifications of the brief. produce two distinct final presentations that are distinguishable in terms of purpose (where appropriate), context and presentation format; produce two distinct final presentations that are clearly distinguishable from the developmental work through, for example, labelling and/or identification of how the final presentations will be used by the client; produce two distinct final presentations on two presentation formats that satisfy client need/s, purpose/s, and intended audience/s; produce two distinct final presentations that demonstrate the application of appropriate material/s, method/s, media, design elements and principles; produce two distinct final presentations that demonstrate technical competence in the production of visual communications. School Assessed Coursework: To satisfactorily complete this unit of Visual communication & design students need to: Specific to Study Link to VCE Policies Authentication Graded Assessment Tasks: A written brief A developmental folio Two distinct final presentations