• CUFMEM07A - Apply principles of visual design and communication to the development of a multimedia product

Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

CUFMEM07A Mapping and Delivery Guide
Apply principles of visual design and communication to the development of a multimedia product

Version 1.0
Issue Date: March 2024


Qualification -
Unit of Competency CUFMEM07A - Apply principles of visual design and communication to the development of a multimedia product
Description This unit describes the skills and knowledge required to incorporate the principles of visual design and communication into the development of multimedia products for use within the cultural industries.This unit describes the skills and knowledge required to incorporate the principles of visual design and communication into the development of multimedia products for use within the cultural industries
Employability Skills Not applicable.
Learning Outcomes and Application Not applicable.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities
Slides
PPT
Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Receive and interpret the brief
  • Liaise with the relevant personnel to interpret and identify the objective and outcomes of the multimedia product, considering the application of visual design and communication techniques to ensure the creative, technical and production requirements can be met
  • Identify all relevant factors which may determine and affect visual design and communication concepts and application through the breakdown and interpretation of the brief and liaison with relevant personnel
  • Clarify target user/audience to determine the format and delivery platform of the multimedia product through discussion with relevant personnel
       
Element: Generate and assess ideas
  • Generate a range of visual design and communication ideas which are technically feasible, respond to the brief and provide creative solutions to all design issues
  • Discuss visual design and communication ideas and collaborate, as required, with relevant personnel to ensure contribution of a range of ideas and creative solutions to the initial concept
  • Continuously reflect on and assess the creative ideas and solutions for implications on budget, timeline, technical feasibility and suitability to meet the brief
       
Element: Conduct research
  • Research and compare techniques and tools for visual design and communication available for use in the creation of a multimedia product, exploring the characteristics and differences of digital imaging and traditional imaging
  • Research and compare the range of delivery platforms available for multimedia products
  • Explore the range of typographical and visual elements that are appropriate in the development of a multimedia product
  • Identify the relationship between the visual components and the hardware required
  • Organise research media and findings for use by all relevant personnel throughout the design development process, updating as required
  • Evaluate the initial discussions and design brief against the findings and discuss with relevant personnel
       
Element: Select media/materials for use in visual design and communication
  • Identify the range of visual design and communication techniques available and present to the relevant personnel for the consideration of their ability to meet the creative, technical and production brief
  • Select the appropriate visual design and communication techniques which fulfil the creative, technical, and production requirements of the brief
  • Gather relevant materials and media, ensuring their compatibility to the creative and technical specifications of the multimedia product
  • Consult relevant personnel to ensure that all required media is identified and sourced and ensuring that selection is based on the understanding of the user characteristics and capabilities
       
Element: Apply visual design and communication techniques
  • Using selected design techniques to develop for the structure of the product, ensuring that all elements are fully documented for future use
  • Consider the relevant multimedia elements required to achieve the desired outcome
  • Discuss technical parameters and planning with relevant personnel to achieve the most appropriate format
  • Determine the range of appropriate design parameters and employ these to fulfil the brief, ensuring the creative, technical and production resources are adequate to achieve the final outcome
       
Element: Evaluate visual and communication design techniques
  • Review the visual design and communication techniques to assess creative solutions to design brief, appropriateness to the user/audience and technical feasibility
  • Discuss and confirm additional requirements or modifications to the overall design and undertake any necessary amendments
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

Underpinning skills and knowledge

Assessment must include evidence of essential knowledge of, and skills in, the following areas:

application of principles of graphic and visual/ communication design

characteristics of digital and traditional graphics

familiarity with the capability of a range of tools and techniques for producing and manipulating images

the ability to review decisions in term of user characteristics and requirements

principles of learning and instructional approaches

planning and research

effective visual communication skills

knowledge of the scope, technology and components applicable to multimedia products

knowledge and application of a range of computer design software

knowledge of the limiting factors of computer hardware and software

knowledge of strategies to test instructional products

interpreting creative information, scripts and images

understanding the capabilities of other collaborative personnel

understanding the creative elements of a production

design and drawing skills

ability to maintain design integrity

information sources and management

copyright laws, regulations and copyright clearance procedures

Linkages to other units

This unit has linkages to the following units and combined training delivery and/or assessment is recommended:

CUFRAD01A - Originate and develop a concept

CUFMEM06A - Design a multimedia product

CUFMEM14A - Create, manipulate, and incorporate 2D graphics

Critical aspects of evidence

Assessment must be customised to meet the needs of the particular sector in which performance is being assessed. Assessment should only address those variable circumstances, listed in the range of variables statements, which apply to the chosen context.

The following evidence is critical to the judgement of competence in this unit:

design/produce of an effective and creative design for a multimedia product which demonstrates the application of visual design and communication principles

Method and context of assessment

Assessment may take place on the job, off the job or a combination of both of these.

Off the job assessment must be undertaken in a closely simulated workplace environment.

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:

practical demonstration (direct observation may need to occur on more than one occasion to establish consistency of performance)

role play

case studies

work samples or simulated workplace activities

oral questioning/interview aimed at evaluating the processes used in developing and realising the creative concept

projects/reports/logbooks

third party reports and authenticated prior achievements

portfolios of evidence which demonstrate the processes used in developing and realising the creative concept

Resource requirements

Assessment requires access to a range of resources and equipment listed in the range of variables statement, currently used by the multimedia industry.

Underpinning skills and knowledge

Assessment must include evidence of essential knowledge of, and skills in, the following areas:

application of principles of graphic and visual/ communication design

characteristics of digital and traditional graphics

familiarity with the capability of a range of tools and techniques for producing and manipulating images

the ability to review decisions in term of user characteristics and requirements

principles of learning and instructional approaches

planning and research

effective visual communication skills

knowledge of the scope, technology and components applicable to multimedia products

knowledge and application of a range of computer design software

knowledge of the limiting factors of computer hardware and software

knowledge of strategies to test instructional products

interpreting creative information, scripts and images

understanding the capabilities of other collaborative personnel

understanding the creative elements of a production

design and drawing skills

ability to maintain design integrity

information sources and management

copyright laws, regulations and copyright clearance procedures

Linkages to other units

This unit has linkages to the following units and combined training delivery and/or assessment is recommended:

CUFRAD01A - Originate and develop a concept

CUFMEM06A - Design a multimedia product

CUFMEM14A - Create, manipulate, and incorporate 2D graphics

Critical aspects of evidence

Assessment must be customised to meet the needs of the particular sector in which performance is being assessed. Assessment should only address those variable circumstances, listed in the range of variables statements, which apply to the chosen context.

The following evidence is critical to the judgement of competence in this unit:

design/produce of an effective and creative design for a multimedia product which demonstrates the application of visual design and communication principles

Method and context of assessment

Assessment may take place on the job, off the job or a combination of both of these.

Off the job assessment must be undertaken in a closely simulated workplace environment.

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:

practical demonstration (direct observation may need to occur on more than one occasion to establish consistency of performance)

role play

case studies

work samples or simulated workplace activities

oral questioning/interview aimed at evaluating the processes used in developing and realising the creative concept

projects/reports/logbooks

third party reports and authenticated prior achievements

portfolios of evidence which demonstrate the processes used in developing and realising the creative concept

Resource requirements

Assessment requires access to a range of resources and equipment listed in the range of variables statement, currently used by the multimedia industry.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Not applicable.

Appropriate personnel to consult may include:

art director

technical director

computer graphic designers

programmers

graphic designers

heads of department

other technical staff

user/audience

other specialist creative and technical staff

Design techniques

drawing

storyboard

drawing on a tablet

scanning drawings and photographs

using image and background generation tools

thumbnail sketches

flow charts

Visual design and communication elements may include:

composition

proportion

balance

framing

colour

line

texture

shape

form

tone

scale

movement

typography:

point

tracking

leading

kerning

typeface

alignment

Visual multimedia elements may include:

screen images:

graphics

photographs

drawings

video

film

buttons

colours

text

content

style

icons

backgrounds

flow chart

Delivery platform may include:

world wide web

CD-ROM

Multimedia productions may include or be included in:

aspects or sections of film/ video production:

feature

documentary

short film and/or video

animations

commercials

live or pre-recorded performances

music video

television production of any type (music, drama, comedy, variety, sport)

live or pre-recorded television productions

educational product

game

promotional product

information product

training product

e-commerce

a range of others

Appropriate personnel to consult may include:

art director

technical director

computer graphic designers

programmers

graphic designers

heads of department

other technical staff

user/audience

other specialist creative and technical staff

Design techniques

drawing

storyboard

drawing on a tablet

scanning drawings and photographs

using image and background generation tools

thumbnail sketches

flow charts

Visual design and communication elements may include:

composition

proportion

balance

framing

colour

line

texture

shape

form

tone

scale

movement

typography:

point

tracking

leading

kerning

typeface

alignment

Visual multimedia elements may include:

screen images:

graphics

photographs

drawings

video

film

buttons

colours

text

content

style

icons

backgrounds

flow chart

Delivery platform may include:

world wide web

CD-ROM

Multimedia productions may include or be included in:

aspects or sections of film/ video production:

feature

documentary

short film and/or video

animations

commercials

live or pre-recorded performances

music video

television production of any type (music, drama, comedy, variety, sport)

live or pre-recorded television productions

educational product

game

promotional product

information product

training product

e-commerce

a range of others

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Liaise with the relevant personnel to interpret and identify the objective and outcomes of the multimedia product, considering the application of visual design and communication techniques to ensure the creative, technical and production requirements can be met 
Identify all relevant factors which may determine and affect visual design and communication concepts and application through the breakdown and interpretation of the brief and liaison with relevant personnel 
Clarify target user/audience to determine the format and delivery platform of the multimedia product through discussion with relevant personnel 
Generate a range of visual design and communication ideas which are technically feasible, respond to the brief and provide creative solutions to all design issues 
Discuss visual design and communication ideas and collaborate, as required, with relevant personnel to ensure contribution of a range of ideas and creative solutions to the initial concept 
Continuously reflect on and assess the creative ideas and solutions for implications on budget, timeline, technical feasibility and suitability to meet the brief 
Research and compare techniques and tools for visual design and communication available for use in the creation of a multimedia product, exploring the characteristics and differences of digital imaging and traditional imaging 
Research and compare the range of delivery platforms available for multimedia products 
Explore the range of typographical and visual elements that are appropriate in the development of a multimedia product 
Identify the relationship between the visual components and the hardware required 
Organise research media and findings for use by all relevant personnel throughout the design development process, updating as required 
Evaluate the initial discussions and design brief against the findings and discuss with relevant personnel 
Identify the range of visual design and communication techniques available and present to the relevant personnel for the consideration of their ability to meet the creative, technical and production brief 
Select the appropriate visual design and communication techniques which fulfil the creative, technical, and production requirements of the brief 
Gather relevant materials and media, ensuring their compatibility to the creative and technical specifications of the multimedia product 
Consult relevant personnel to ensure that all required media is identified and sourced and ensuring that selection is based on the understanding of the user characteristics and capabilities 
Using selected design techniques to develop for the structure of the product, ensuring that all elements are fully documented for future use 
Consider the relevant multimedia elements required to achieve the desired outcome 
Discuss technical parameters and planning with relevant personnel to achieve the most appropriate format 
Determine the range of appropriate design parameters and employ these to fulfil the brief, ensuring the creative, technical and production resources are adequate to achieve the final outcome 
Review the visual design and communication techniques to assess creative solutions to design brief, appropriateness to the user/audience and technical feasibility 
Discuss and confirm additional requirements or modifications to the overall design and undertake any necessary amendments 

Forms

Assessment Cover Sheet

CUFMEM07A - Apply principles of visual design and communication to the development of a multimedia product
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

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Assessor name:

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Assessment Record Sheet

CUFMEM07A - Apply principles of visual design and communication to the development of a multimedia product

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: