UNIT DESCRIPTOR: This unit covers the knowledge, skills and attitude required to
incorporate the principles of visual design and communication into the development of designs for product packaging.
ELEMENT PERFORMANCE CRITERIA
Italicized terms are elaborated in the Range of Variables 1 Receive and
interpret the brief
1.1 Liaise with the relevant personnel to interpret and identify the objective and desired outcomes of the product packaging
1.2 All relevant factors which may determine and affect visual design and communication concepts and application are identified through the breakdown and interpretation of the brief and liaison with relevant personnel
1.3 Prospective buyers/customers are identified to determine the
form and materials of the product packaging through discussion with relevant personnel
2. Generate and assess ideas
2.1 Range of visual design and communication ideas which are technically feasible, respond to the brief and provide creative solutions to all design issues are generated
2.2 Visual design and communication ideas are discussed and collaborated, as required, with relevant personnel to ensure contribution of a range of ideas and creative solutions to the initial concept
2.3 Creative ideas and solutions are continuously reflected on and assessed for implications on budget, timeline, technical feasibility and suitability to meet the brief
2.4 Market is evaluated to fit design packages and production design process
3. Develop brand
and prototype 3.1 Research and compare:3.1.1 techniques and tools
3.1.2 materials and forms of packaging; 3.1.3 visual elements
3.1.4 photography
that are appropriate and available for use in the development of product packaging
3.2 Relationship between the visual elements and materials required is identified
3.3 Research media and findings are organized for use by all relevant personnel throughout the design development process, updating as required
3.4 Initial discussions and design brief against the findings are evaluated and discussed with relevant personnel
3.5 Design prototype is produced according to the creative and printing/technical requirements and ensuring that selection is
ELEMENT PERFORMANCE CRITERIA
Italicized terms are elaborated in the Range of Variables 3.6 Product lines are branded, expanded and kept consistent
based on visual style created
3.7 Design prototype is evaluated on whether it is able to meet the
creative and technical requirements set for the project 3.8 Additional requirements or modifications to the design are
identified and implemented 4. Prepare design
for mass/ volume production
4.1 Final design files and prototype-guide are prepared for mass/volume production
4.2 Appropriate format for saving the graphic is identified given the various elements in the graphic
4.3 Document is checked to ensure correct layout file and that there are no non-printable elements
5. Present design package
5.1 Understanding of methods for presenting packaging designs to clients is developed
RANGE OF VARIABLES
VARIABLE RANGE
1. Relevant
personnel May include the following:1.1 creative/art director 1.2 technical director 1.3 designers 1.4 developers/programmers 1.5 copywriters/editors 1.6 heads of department 1.7 client 1.8 buyers/customers 1.9 printers
1.10 other specialist creative and technical staff 2. Product packaging
forms
May include the following: 2.1 boxes/cartons
2.2 bags
2.3 bottles 2.4 plastics 3. Relevant factors May include the following:
3.1 Audience 3.2 Budget 3.3 Timeline
3.4 Production choices 3.5 Materials
4. materials May include the following: 4.1 papers/cardboards 4.2 plastic
4.3 textiles 4.4 styrofoam
4.5 actual product being sold
4.6 corrugated boxes 4.7 wood
4.8 ceramics
4.9 ethnic/native materials 5. visual design and
communication techniques for product packaging May include: 5.1 3-D rendering 5.2 drawing sketching
5.3 scanning drawings and photographs
5.4 using image and background generation tools 5.5 established product brand
5.6 prototype 6. visual design and
communication tools for product packaging
May include design tools such as:
6.1 Adobe Photoshop 6.2 Adobe Illustrator
6.3 Adobe Image Ready 6.4 CorelDraw
6.5 3D software/application 7. elements for
product packaging
May include the following: 7.1. shape/ form 7.2. colors/ tone 7.3. composition 7.4. proportion 7.5. texture 7.6. dimension 7.6.1. size 7.6.2. weight 7.6.3. volume 7.7. fonts/typography: 7.7.1. typeface 7.7.2. type style 7.7.3. point/ font size 7.8. printed name of
product
8. creative and technical requirements
May include the following: 8.1. aesthetic look and feel 8.2. portability or ease of
8.4. pest resistant
EVIDENCE GUIDE
1. Critical aspects of competency
Assessment must show that the candidate:
1.1 Generate a feasible range of visual design and
communication ideas which respond to the brief and provide creative solutions to all design issues
1.2 Gathered and compared relevant materials and media based on their compatibility to the creative and technical specifications of the product packaging
1.3 Apply visual design and communication techniques 2. Underpinning
knowledge
2.1 principles of graphic and visual/ communication design 2.2 characteristics of digital and traditional graphics
2.3 color theory
2.4 familiarity in product packaging forms, materials and technology
2.5 familiarity with pre-press workflow and standards
2.6 knowledge and application of a range of computer design software
2.7 copyright laws, regulations and copyright clearance procedures.
3. Underpinning skills
3.1 familiarity with the capability of a range of tools and techniques for vector and raster graphic applications 3.2 skills in 3D design techniques
3.3 ability to review decisions in term of user characteristics and requirements
3.4 planning and product shoots/prototyping 3.5 effective visual communication skills
3.6 understanding the capabilities of other collaborative personnel
3.7 design and drawing skills
3.8 ability to maintain design integrity 3.9 communication and presentation skills 4. Method of
assessment
The assessor must select two of the following to objectively assess the candidate
4.1 Observation and oral questioning
4.2 Actual demonstration with oral questioning 4.3 Third party report
4.4 Portfolio 5. Resources
required for assessment
The following must be provided: 5.1 work area
5.2 Industry standard hardware and software application 5.3 Design briefs
5.4 materials for prototyping 6. Context of
assessment
6.1 Competency may be assessed on the job, off the job or a combination of these. Off the job assessment must be undertaken in a closely simulated workplace environment.
UNIT TITLE : DESIGN BOOTH AND PRODUCT/WINDOW DISPLAYS