Elements and Performance Criteria
- Interpret creative briefs
- Analyse creative briefs in terms of the key communication objectives
- Develop an understanding of the broader context for the advertising media
- Develop shared understandings of advertising requirements with relevant people
- Negotiate and confirm practical considerations, including schedule and budgetary requirements
- Evaluate the context for advertising work
- Generate and assess advertising ideas
- Identify and source references to inform visual concepts for advertising
- Explore different visual devices to communicate key messages
- Maximise contributions of others through collaboration on ideas as required
- Reflect on ideas for technical, creative and budgetary implications
- Refine and select approaches that best balance the overall needs of the brief
- Develop designs for advertising
- Develop designs from initial ideas ensuring that all production and design factors are taken into account
- Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
- Combine conceptual and technical expertise to manipulate visual design components to communicate key messages
- Engage in an ongoing process of testing, creative collaboration and refinement during the design process
- Engage with other experts on relevant legal, ethical and business requirements
- Finalise advertising designs
- Evaluate effectiveness of advertisements
- Evaluate completed designs in terms of success in meeting objectives
- Assess the work against other creative, technical and business considerations
- Analyse and evaluate feedback from client and others
- Reflect on own role in design process and note areas for future improvement
- Develop strategies for further development of own skills