Unit 7: Exploring graphic design Learning outcomes By completing this unit, the candidate will have an understanding of the different ways of communicating and working in graphic design. Candidates will have an opportunity to investigate a range of styles and explore media, materials, techniques and technologies through the development of ideas and production of a final outcome that satisfies the requirements of a graphic design brief. Assessment objectives 1 Identify a personal area of interest by investigating a range of illustration and typography 2 Investigate media, materials, techniques and processes suitable for carrying out a graphic design brief 3 Explore a given brief and develop ideas Knowledge, understanding and skills Investigate graphic design styles and approaches. Identify two areas or product types for study: publishing e.g. magazines, brochures, books packaging e.g. CD/DVD covers, labels, cartons corporate identity e.g. logos, branding advertising e.g. flyers, posters web/motion graphics e.g. digital multi-media, animation, moving image Investigate the use of media, techniques and technologies used to produce graphic design. Explore a range from: dry media wet media digital software lens based 3D modelling layering mixed media Respond to a given brief developing ideas by considering: client expectations suitability for purpose constraints on design target audience investigation into existing products suitable graphic elements typography and visuals researching and gathering relevant information design and layout principles 4 Present a final idea for a brief Appropriately present a final idea to the client in one of the following ways: design board digital presentation story board annotated sketchbook Record feedback from the client OCR Level 2 Nationals in Art and Design 1
Unit 7 - Exploring graphic design Assessment objectives 5 Produce and present final work that satisfies the requirements of a brief and review the outcome Knowledge, understanding and skills Taking account of client feedback, review and modify final idea. Produce final work considering: aesthetics/function media, materials and techniques for production and presentation safe working practices Review: how well the outcome satisfies requirements of brief the quality of design and visual aesthetics what has been learnt that will influence future work Assessment This unit is centre-assessed and externally moderated. In order to achieve this unit, candidates must collate a portfolio of evidence showing that they can meet all the assessment objectives. Portfolios of work must be produced independently. They will need to be made available, together with witness statements and any other necessary supporting documentation, to the OCR Visiting Moderator when required. Guidance on assessment and evidence requirements This unit will allow candidates to take the skills acquired in the mandatory units and develop them further by applying them in a graphic design context. Candidates will need to identify an area of particular interest and this can be best done by approaching the first two assessment objectives in an integrated manner, graphic design styles and approaches being explored using a wide range of media, techniques and equipment. Styles and trends in graphics can be researched on the internet or through the wide range of books available that focus on branded graphics, themed applications, or good examples of current practice. With a range of skills established and knowledge of graphic applications and styles established, candidates will be in a good position to respond to a specialist graphic design brief. This could be provided by a real client but is more likely to be set by the teacher acting as the client. The appropriateness of the brief is very important and to inspire and involve the candidates it should try to link with contemporary cultural interests and lifestyles. Presenting final ideas to the client provides an important focus in creating a real design scenario, and feedback should be recorded and used to inform the final design. Presentation of the final outcome should reflect as is best possible, an appreciation of the high standards expected in the competitive commercial world that graphic designers operate within. Candidates must provide evidence of: an investigation into two graphic design areas or product types, to identify one for further study an investigation into media, techniques and technologies to identify an appropriate range for use in responding to a brief ideas developed in response to a set brief 2 OCR Level 2 Nationals in Art and Design
Unit 7 - Exploring graphic design the presentation of a final idea for the client the presentation of a final design that satisfies the requirements of the brief and a review of its effectiveness. Evidence may take many forms and will reflect the diversity of media and area of study but clear evidence of all investigation, exploration and research must be available. This for most candidates will be done in annotated sketchbooks/journals. Signposting to Key Skills The unit contains opportunities for developing the Key Skill, and possibly for generating portfolio evidence, if teaching and learning is focused on that aim. Key Skill reference Key Skill reference Key Skill reference C2.1a N2.1 ICT2.1 C2.1b N2.2a ICT2.2 C2.2 N2.2b ICT2.3 C2.3 N2.2c N2.2d N2.3 Mapping to National Occupational Standards Occupational Standards Creative and Cultural Studies National Occupational Standards for Design 2006 Unit Number Title D6: 41 Negotiating design briefs: Develop design briefs D7: 21, 31 Exploring design briefs: Research information and ideas using a range of techniques Clarify briefs and research information D8: 22, 32, 23 Originating design ideas: Develop and communicate design ideas Develop alternative design ideas using materials, processes and technology Develop design responses to meet agreed requirements OCR Level 2 Nationals in Art and Design 3
Unit 7 - Exploring graphic design D9: 24, 33, 34 Developing and communicating design ideas: Contribute to producing detailed design work Develop and present suitable design responses Develop and present suitable design proposals G10: W Working safely (ENTO): Create and maintain safe and effective working relationships Resources This section provides suggestions of suitable resources. This list is neither prescriptive nor exhaustive, and candidates should be encouraged to gather information from a variety of sources. Some suggested resources are intended for Tutor use. The resources in this section were current at the time of print. For the most up to date list of resources please refer to our website: www.ocr.org.uk Publications David E. Carter (2007) David Dabner (2004) Michael S. Dorrain (2006) R Klanten (2005) The Big Book of Layouts Collins ISBN 978 0 06 114993 1 Graphic Design School Thames & Hudson ISBN 0 500 28526 8 Business Cards 2. More ways of saying hello Lawrence King ISBN 1 85669 477 1 Illusive contemporary illustration and its context Die Gestalten Verlag ISBN 978 3 89955 085 6 Dave McKean (1998) The Sandman Dustcovers Titan Books ISBN 1 85286 926 7 Jonathan Raimes (2007) Retro Graphics I Lex ISBN 1 904705 97 9 4 OCR Level 2 Nationals in Art and Design
Grading Assessment Objective AO1 Identify a personal area of interest by investigating a range of illustration and typography AO2 Investigate media, materials, techniques and processes suitable for carrying out a graphic design brief AO3 Explore a given brief and develop ideas AO4 Present a final idea for a brief Pass Merit Distinction The candidates chosen area of personal interest reflects a rather superficial investigation into graphic design styles and approaches. A suitable range of media, techniques and processes are investigated with adequate understanding of their suitability for carrying out a graphic design brief. Candidates explore and respond to a brief developing a simple range of ideas that meet the client expectations in a rather basic way. They produce a final idea that is satisfactorily presented to the client. Presentation is rather basic and does little to enhance its content. Client feedback is recorded. The candidate selects a personal area of interest after a thorough investigation into two areas of graphic design styles and approaches. A good range of media and techniques are investigated and imaginatively explored to discover possible suitability for carrying out a graphic design brief. Candidates make a carefully considered and good quality response to the brief. There is growing evidence of maturity and understanding in their efforts to creatively satisfy the client s requirements. The presentation of a final idea to the client is interesting and effective and has a strong bearing on the feedback given. The candidate identifies an area of personal interest after an in depth investigation into graphic design styles and approaches. Candidates carry out a comprehensive and independent investigation that reveals a personal, innovative approach and identifies media and techniques suitable for the graphic design brief. Response to the brief is original in its approach and displays a real understanding of the requirements and expectations of the client. Ideas are imaginative and offer innovative possible solutions that are thoughtfully considered. Presentation of final ideas is to a very high standard and uses appropriate techniques to enhance the proposal. Ideas are skilfully communicated using strong visual language. OCR Level 2 Nationals in Art and Design 5
Assessment Objective AO5 Produce and present final work that satisfies the requirements of a brief and review the outcome Pass Merit Distinction Some account is taken of client feedback with basic modification being made to the design prior to production. Final work is produced to an adequate standard. Candidate review is simple and straightforward with little evidence of insight into how work might be improved. Candidates respond to feedback, positively making considered modifications before producing final work. This takes full account of practical and aesthetic considerations in its production and is presented to a high standard. They reflect thoughtfully on the work and are able to positively review strengths and weaknesses. Maturity is evident in the candidates positive use of client feedback and its influence on final modification. Final work is produced to a very high standard and offers an original response to the brief, candidates review is reflective and both strengths and weaknesses are used positively to inform future thinking. 6 OCR Level 2 Nationals in Art and Design