DGTL12006 - Visual Communication Design
Term 2 - 2017


All details in this unit profile for DGTL12006 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

This unit builds on the foundation provided by Visual Design Fundamentals, to further develop your skills and knowledge in visual communication design. Using industry-standard software tools such as Adobe Illustrator and Adobe Photoshop, you will learn how to produce visual design solutions that communicate effectively with a target audience. Through the exploration of design theories and their application, you will learn how to employ appropriate design methods and formats for different communication problems.

Details

Career Level Undergraduate
Unit Level Level 2
Credit Points 6
Student Contribution Band 1
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Prerequisite: MMST11003 Visual Design Fundamentals

Students who have completed DGTL11004 Digital Design and Communication may not enrol in this unit.

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 2 - 2017
  • Brisbane
  • Bundaberg
  • Distance
  • Mackay
  • Noosa
  • Rockhampton
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Practical Assessment 30%
2. Practical Assessment 30%
3. Practical Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

On successful completion of this unit, you will be able to:
  1. apply principles and processes of visual communication design in digital environments
  2. create visual designs in various formats using industry-standard software tools
  3. produce design solutions that communicate effectively with a target audience
  4. employ appropriate visual design methods and formats for different applications.

Not applicable

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Practical Assessment
2 - Practical Assessment
3 - Practical Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1. Communication  
2. Problem Solving  
3. Critical Thinking      
4. Information Literacy      
5. Team Work        
6. Information Technology Competence  
7. Cross Cultural Competence    
8. Ethical practice        

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Practical Assessment    
2 - Practical Assessment    
3 - Practical Assessment    

Prescribed Textbooks

Design Elements, Using Images to Create Graphic Impact: A Graphic Style Manual for Effective Image Solutions in Graphic Design
Author/s: Aaris Sherin Year: 2013
Edition: 1 Publisher: Rockport Publishers
City: Beverly State: Massachusetts
Country: US
View textbooks at the CQUniversity Bookshop

Other Resources

These are not compulsory, but may assist you:
Graphic Design Australian Style Manual
Author/s: Suzie Haddock, Astred Hicks, Andrew Barnum, Felix Oppen Year: 2011/2012
Edition: 2 Publisher: McGraw-Hill Australia Pty Limited
City: North Ryde State: NSW
Country: Australia
Other resources may be available at CQUniversity Library. Note:

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Adobe Photoshop (Adobe Creative Cloud student subscription recommended)
  • Adobe Illustrator (Adobe Creative Cloud student subscription recommended)
  • Adobe Acrobat Pro (Adobe Creative Cloud student subscription recommended)
  • Adobe Typekit (Adobe Creative Cloud student subscription recommended)
  • Microsoft Office, Acrobat Reader, ability to uncompress files (ie. windows or winzip or 7-zip)
All submissions for this unit must use the Harvard (author-date) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorMerri Randell (m.randell@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 10-07-2017

Introduction to the unit

Design Elements: Chapters 1 + 5

Week 2 17-07-2017

Composition

Design Elements: Chapter 2

Week 3 24-07-2017

Process

Design Elements: Chapters 1 + 3

Week 4 31-07-2017

Assessment #1: Pin-up / Triage

Design Elements: p152 - 155

Re-Design Due Friday (04 Aug 17) 09:00 PM AEST
Week 5 07-08-2017

The Pitch

Design Elements: Chapter 3

Vacation Week 14-08-2017
Week 6 21-08-2017

Ideation

Design Element: Chapter 1

Week 7 28-08-2017

Type

Design Elements: Chapters 4 - 5

Week 8 04-09-2017

Target

Design Element: Chapter 3

Week 9 11-09-2017

Assessment #2: Pin-up / Triage

Design Elements: p152 - 155

The Pitch Due Friday (15 Sep 17) 09:00 PM AEST
Week 10 18-09-2017

Posters

Design Elements: Chapters 1 - 5

Week 11 25-09-2017

Format variations

Design Elements: Chapters 1 - 5

Week 12 02-10-2017

Assessment #3: Pin-up / Triage

Design Elements: p152 - 155

Final Designs Due Friday (06 Oct 17) 09:00 PM AEST
Review/Exam Week 09-10-2017
Exam Week 16-10-2017

1 Practical Assessment

Assessment Title Re-Design
Task Description

The ultimate goal for this unit at the end of week 12 is for you to create a poster campaign for a community organisation where all of the source material has been created by you specifically for this project using a professional client-driven workflow model.

This first assessment task specifically involves the re-design of past poster campaigns by the same community organisation. As part of this assessment you are required to conduct an online peer review of 3 other student re-designs.
Assessment Due Date Week 4 Friday (04-Aug-2017) 09:00 PM AEST
Re-designs to be uploaded for Peer Review prior to deadline
Return Date to Students Vacation Week Friday (18-Aug-2017)
For timely formative feedback it is strongly advised that students present their ideas in class or via online Zoom sessions.
Weighting 30%
Assessment Criteria
  • The Re-Design
  • Technical Skills
  • Peer Reviews
Referencing Style Harvard (author-date)
Submission Online

The maximum file upload size for Moodle is 100Mb. You may be required to submit part of your assessment using an alternative method (to be discussed with unit coordinator).

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. apply principles and processes of visual communication design in digital environments

2. create visual designs in various formats using industry-standard software tools

3. produce design solutions that communicate effectively with a target audience

4. employ appropriate visual design methods and formats for different applications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence



2 Practical Assessment

Assessment Title The Pitch
Task Description

The ultimate goal for this unit at the end of week 12 is for you to create a poster campaign for a community organisation where all of the source material has been created by you specifically for this project using a professional client-driven workflow model.

This second assessment task specifically involves the ideation stage of this project. For this assessment you will need to produce a visual pitch for your poster campaign which includes the analysis of at least 3 visual references (moodboards) to explain the:

  • analysis of the client brief and target audience
  • explanation of big idea / message
  • 3 x visual concept mock-ups of poster (must include a strong 'hero' image)

As part of this assessment you are required to conduct an online peer review of 3 other student poster mock-ups.

Assessment Due Date Week 9 Friday (15-Sep-2017) 09:00 PM AEST
Poster mock-ups to be uploaded for Peer Review prior to deadline
Return Date to Students Week 11 Friday (29-Sep-2017)
For timely formative feedback it is strongly advised that students present their ideas in class or via online Zoom sessions.
Weighting 30%
Assessment Criteria
  • The Pitch
  • Technical Skills
  • Peer Reviews
Referencing Style Harvard (author-date)
Submission Online

The maximum file upload size for Moodle is 100Mb. You may be required to submit part of your assessment using an alternative method (to be discussed with unit coordinator).

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. apply principles and processes of visual communication design in digital environments

2. create visual designs in various formats using industry-standard software tools

3. produce design solutions that communicate effectively with a target audience

4. employ appropriate visual design methods and formats for different applications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence



3 Practical Assessment

Assessment Title Final Designs
Task Description

The ultimate goal for this unit at the end of week 12 is for you to create a poster campaign for a community organisation where all of the source material has been created by you specifically for this project using a professional client-driven workflow model.

This final assessment task specifically involves the production and refinement stage of this project. For this assessment you will need to produce the final artwork for your poster campaign which includes:

  • Poster design with strong hero image, typographical design and effective messaging (A3 portrait)
  • a landscape version of your poster design (advertisement, billboard etc)
  • a square version of your poster design for use on social media

As part of this assessment you are required to conduct an online peer review of 3 other student poster campaigns.

Assessment Due Date Week 12 Friday (06-Oct-2017) 09:00 PM AEST
Final designs to be uploaded for Peer Review prior to deadline
Return Date to Students Exam Week Friday (20-Oct-2017)
Weighting 40%
Assessment Criteria
  • Final Designs
  • Technical Skills
  • Peer Reviews
Referencing Style Harvard (author-date)
Submission Online

The maximum file upload size for Moodle is 100Mb. You may be required to submit part of your assessment using an alternative method (to be discussed with unit coordinator).

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. apply principles and processes of visual communication design in digital environments

2. create visual designs in various formats using industry-standard software tools

3. produce design solutions that communicate effectively with a target audience

4. employ appropriate visual design methods and formats for different applications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence




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