Unit of competency details

Version 

Comments 

CUVGRD503A

This version first released with CUV11 Visual Arts, Craft and Design Training Package version 1.0

Element 

Performance Criteria 

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Research type as visual communication

1.1 Research the history, theory and practice  of typography and its application to design practice

1.2 Evaluate the ways that fashions in typography  have affected commercial design practice

1.3 Evaluate current typography trends and their implications for professional practice

2. Analyse design needs

2.1 Confirm communication objectives  based on the design brief  and consultation with relevant people as required

2.2 Evaluate design brief specifications 

2.3 Source and evaluate other information pertinent to design  brief

3. Develop ideas for typographic solutions

3.1 Assess typographic options  in the context of the brief

3.2 Identify and access sources of information and ideas about type  to inform work

3.3 Experiment with different type fonts, faces and styles to determine suitability

3.4 Explore the creation of type through hand drawing and a range of media based on the needs of the brief

3.5 Consider the impact of the delivery platform  and any production issues  on type selection

3.6 Evaluate and select typographic approaches for their potential to meet the communication need

3.7 Produce and present visual representations  of design ideas and confirm as required

4. Manipulate and integrate type

4.1 Apply a detailed knowledge of type fundamentals  to explore options for type design

4.2 Use advanced technical features of software  with skill and confidence to manipulate and arrange type

4.3 Explore different ways of integrating type within the design

4.4 Identify and resolve technical problems based on developing expertise

5. Integrate type within the overall design

5.1 Realise the design solution by working with the fundamental elements and principles  of design

5.2 Integrate other visual design components  into layouts

5.3 Explore ways of integrating all elements of the design

5.4 Realise a final design where the approach to type supports key communication objectives

5.5 Establish and follow protocols for saving, exporting and storing work

6. Evaluate typographic design solutions

6.1 Evaluate typography from both a functional and aesthetic perspective in the context of the overall design

6.2 Evaluate the chosen solution and its potential to inform future work

Overview of assessment 

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the ability to:

• select, develop and manipulate type with a high level of technical proficiency using industry-current software programs
• effectively integrate the elements and principles of design into typography work
• develop typography that supports the overall visual communication objective
• create multiple pieces of professional standard typography in response to a brief.

Context of and specific resources for assessment 

Assessment must ensure access to:

• industry-current technologies used in graphic design.

Method of assessment 

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

• group peer review of typography produced by the candidate
• evaluation of audience response to typography produced by the candidate
• evaluation of processes used by the candidate to develop the work
• evaluation of technical aspects of the designs
• direct observation of work in progress, including use of software tools
• evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs
• questioning and discussion about candidate’s intentions and the work outcome
• review of portfolios of evidence
• review of third-party reports from experienced practitioners.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment 

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

• CUVGRD502A Produce graphic designs for 2-D and 3-D applications.

History, theory and practice  may relate to:

• historical examples, such as:

• Egyptian hieroglyphics
• Trajan column
• Gutenberg bible
• Bauhaus typography

• origins of type
• relationship with printing technologies
• work of particular typographers.

Fashions in typography  may relate to:

• availability
• generational engagement with type
• impact of technology.

Communication objectives  may be to:

• challenge
• compare
• contrast
• entertain
• inform
• inspire
• motivate
• persuade.

Design briefs  may be:

• diagrammatic
• verbal
• visual
• written.

Specifications  may relate to:

• cost
• delivery platform
• environmental sustainability
• material characteristics
• quantity
• technical requirements
• technology
• timeframe.

Other information pertinent to design brief  may relate to:

• client’s organisational background
• conflicting demands
• considerations, such as:

• contractual
• copyright
• ethical
• legal

• health and safety considerations
• historical information
• product characteristics and statistics
• style considerations
• subject matter.

Typographic options  may be:

• computer-based
• collage
• traditional/manual
• type:

• faces
• fonts
• styles.

Sources of information and ideas about type  may include:

• art and design texts
• built environment
• internet
• natural environment
• other design work.

Delivery platform  may be:

• digital:

• CD
• internet
• personal digital assistant (PDA)
• phone

• print.

Production issues  may relate to:

• cost
• quality required
• number to be produced
• readability of fonts at different scales
• use of existing client fonts as described in brief
• use of existing client colour palette as described in brief.

Visual representations  may be:

• computer-aided drawing
• mock-ups
• models
• presentations
• sketching
• technical drawings.

Type fundamentals  may relate to:

• anatomy of type
• classifications
• grids
• parts of the letterform
• type family
• typographic syntax:

• letter
• line
• visual hierarchy
• word.

Software  may include applications for:

• page layout (e.g. InDesign or Quark)
• raster image manipulation (e.g. Photoshop)
• vector image production (e.g. Illustrator or FreeHand)
• web interactivity and animation (e.g. Macromedia Suite).

Elements and principles  relate to:

• alignment
• balance
• coherence
• colour
• composition
• contrast
• direction
• dominance
• emphasis
• form
• line
• movement
• pattern
• positive and negative space
• proportion
• proximity
• repetition
• rhythm
• shape
• simplicity or complexity
• subordination
• texture
• unity.

Other visual design components  may include:

• bitmap images
• charts
• graphics
• vector graphics.