Preview Rubric
projects

Criteria

inspired concept(s), imaginative ideas, and out-of-the-box thinking 

evidence of creative thinking ability and
inspirational research

shows some attempt of creative thinking or inspirational research

shows effort but lacks any evidence of creative thinking or inspiration

demonstrates superior ability to translate clear, appropriate concepts into functional visual communication; exceeds the client's expectations and needs; utilizes the creative process extensively to solve problems

demonstrates ability to translate clear, appropriate concepts into functional visual communication; takes into account the client's needs and objectives; utilizes the creative process to solve problems

demonstrates some ability to translate appropriate concepts into functional visual communication; takes into account most of the client's needs and objectives; sometimes utilizes the creative process to solve problems

shows effort but demonstrates no ability to create functional visual communication; fails to take into account the client's needs and objectives; does not utilize the creative process to solve problems

demonstrates thorough understanding of layout and design principles (unity, balance, emphasis, color theory, etc.); shows strong ability in applying those principles

demonstrates basic knowledge of layout and design principles (unity, balance, emphasis, color theory, etc.); shows ability in applying those principles

demonstrates some knowledge of layout and design principles (unity, balance, emphasis, color theory, etc.); shows some ability in applying those principles

shows effort but demonstrates no knowledge of layout and design principles or color theory; shows no ability in applying those principles

demonstrates superior technical skills; pushes the bounderies of software applications; produces sophisticated digital files with professional integrity

demonstrates good technical skills; utilizes appropriate  applications for specific tasks; produces professional digital files with integrity

demonstrates average technical skills; utilizes appropriate applications for some tasks; produces digital files with some integrity

shows effort but demonstrates poor technical skills; utilizes applications inappropriately; produces messy digital files with no integrity

shows a thorough understanding of the principles and traditions relating to typography; makes inspired choices with fonts; demonstrates ability to produce professional-quality, readable type with clear hierarchy

shows a basic understanding of the principles and traditions relating to typography; utilizes fonts tastefully; demonstrates some ability to produce professional-quality, readable type with clear hierarchy

shows some understanding of the principles and traditions relating to typography; utilizes fonts somewhat tastefully; produced documents with mostly readable type and some evidence of hierarchy

shows effort but shows no understanding of the principles and traditions relating to typography; shows poor judgment choosing fonts; produces documents with illegible type and no visible hierarchy

shows superior ability to verbally justify design decisions; verbally communicates ideas very clearly; makes very effective design presentations 

shows ability to verbally justify design decisions; verbally communicates ideas clearly; makes effective design presentations 

shows some ability to verbally justify design decisions; verbally communicates ideas with some clarity; makes reasonable design presentations 

shows effort but is unable to verbally justify design decisions; verbally communicates ideas poorly; makes poor design presentations 

Overall Score