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Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To become familiar with marketing principles. To explore illustration and photography styles. To apply design principles to real-world visual communication problems.

 

Secondary objectives

To utilize Adobe Creative Suite as layout and production tools.

 

Description

Review your current portfolio samples with your instructor to determine its strengths and its weaknesses (by appointment). Address its weaknesses by designing a new project to be added to your portfolio. Your project proposal must be approved by your instructor before you begin.

Typical projects that are in a graphic design portfolio are:

• Logos/Identity
• Advertising/Promotion
• Publications/Editorial layout

Some designers also include these types of samples:

• Web sites
• Animation/Motion graphics
• Packaging
• Environment design/Displays
• Illustration
• Photography

Your project must communicate a concept creatively and show an understanding of design principles.

Note: High resolution stock photos and illustrations are now available from Photospin. Contact your instructor for more information.

Optional: Repeat this project to add additional samples to your portfolio.

 

Procedure

1. PROJECT PROPOSAL: Write a project proposal in Micosoft Word. List the due date for each phase of this project. All projects are due on the final review date for this class (see Calendar), so plan accordingly! Email the proposal to pyoung.parkland.edu@gmail.com.

2. RESEARCH FOR INSPIRATION: Research existing award-winning graphic design. Be sure to review trade publications (Print, How, Communication Arts, Archive) and art director's annuals. Look specifically for creative concepts and creative use of typography, photography or illustration. Publish your research on your personal projects page for critique (be sure to caption each scan and cite the source). Be prepared to explain why these examples are successful.

3. MARKETING RESEARCH: Research your client (or make up one). What is the client's history? Are there any unique selling points for this business? Who is the competition? If appropriate, visit the business. Analyze your research and write a written statement of objectives in the form of a memo (see sample brief). Be sure to include descriptive adjectives in the "character" paragraph (see vocabulary wheel ). Email your brief as an attached Word document to pyoung.parkland.edu@gmail.com.

4. INCUBATION: Absorb the information you have gathered and sleep on it. Allow your unconscious mind to make connections for you.

5. DEVELOP THE CONCEPT: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches). Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Scan (scale/crop in Photoshop: no wider than 800 pixels) and publish your concepts on your personal projects page for critique. Be prepared to discuss how your design fulfills the client's marketing objectives.

6. EXECUTION: Based on the critique of the above, use the computer to translate your sketch into digital files and present them in class for critique. Export JPEGs (scale/crop in Photoshop: no wider than 800 pixels) and publish them on your personal projects page for critique. Be prepared to talk about what design principles are utilized in your layout.

7. PORTFOLIO PREPARATION: Based on the critique of the above, make adjustments as needed. Add revised JPEGs of your designs to your personal personal projects for final critique (do not delete older versions). If necessary, make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

8. GRADING: Submit two high quality laser proofs with your name on the back for grading. One proof will be returned to you after grading. File the graded proof in your Process Book for individual review along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final color "comp"). You will not receive credit for this project if any of the above elements are missing.

9. STUDENT GALLERY ARCHIVES: Prepare a low resolution PDF (smallest file size) of your project and drop it in Angel's drop box. Your project may be published in a showcase of student work on Parkland's website.