Diploma in Graphic Design

Purpose

The aim of the diploma in graphic design is to equip the learner with the theoretical background and practical know-how of graphic design skills to enable the learner to function well at entry level in a creative business environment. The learner will achieve their own unique visual language based on a thorough knowledge of design principles, the design industry and appropriate computer technology; and will obtain a foundational knowledge of business, marketing and project management skills to facilitate self-employment and freelancing opportunities within the industry.

Rationale

In order to create opportunities for individuals with an artistic and creative flair, wishing to apply their creative skills in entering the job market in the field of information technology, the diploma in graphic design provides a suitable background and knowledge base to enhance employability.

• Proficiency in the language of instruction.
• Grade 12 or equivalent.

Recognition of Prior Learning (RPL)

Learners who have completed their first year at an accredited institution may apply for RPL based on the body of work completed in that first year, to determine whether they have sufficient and relevant experience in graphic design to be successful in the Ruth Prowse program.

They will be evaluated through the use of interviews and a portfolio consisting of the learner's own, recent work.

When evaluating prior learning, the following is taken into consideration

• Potential for design and compositional skill.
• Potential for concept and idea building.
• Potential for creative and artistic expression.
• Communication through the medium.
• Proficiency in/awareness of relevant computer applications.

N/A

The learner will be able to

1. Demonstrate knowledge, understanding and application of a wide variety of visual art principles, media and methods, and demonstrate the ability to translate these within a graphic design context.

• Range: Gridform and space, massing and perspective, colour theory and interpretation, right brain/left brain, figure and object drawing, 3D construction, photomontage, composition, structure, tone, texture and presentation, acrylic paints, jewellery design, basics of photography, printmaking, repro.

1. Demonstrate ability in the creative design of text and graphic material for a specific concept, product or service according to specific requirements.

• Range: Adobe, advertising and illustration techniques, use of typography and integration of image and text, meeting specific industry requirements (range - posters; book covers; magazine covers; magazine features; advertisements; outdoor media - billboard design), using different media and materials.

1. Demonstrate ability in the creative design of text and graphic material for a specific concept, product or service according to specific requirements using desk-top publishing skills which integrate applied knowledge of industry-related software applications and operating systems.

• Range: Adobe, apple mac, illustrator, in-design, photoshop.

1. Describe health and safety principles which apply to graphic design field, including safe use of chemicals and tools in printmaking, photography, jewellery design and other fine and applied art methods.
2. Critically analyse art and art history, and evaluate the evolution of artistic expression and applied art.

• Range - Sequential analysis of Western history of art from pre-historic to modern, evaluation of evolution of artistic expression, visual literacy, art terminology, history of design and typography, evaluation of well-known graphic designers and their work.

1. Demonstrate knowledge and understanding of business and professional practice within a business-related graphic design context.

• Range: Planning and prioritising, project management; marketing of ideas; combining text and image to be saleable; researching target market; the South African market; creating saleable art.

1. Demonstrate the ability to apply research methodology within the context of graphic design.

• Range: Data retrieval, referencing work; demonstrate the ability to perform thematic and market research for a specified target, including target market; magazines, exhibitions; respond to a brief to produce specified design product; research markets locally and internationally.

Critical Cross-Field Outcomes

Developing entrepreneurial abilities

• Demonstrate foundational knowledge of business, marketing and project management skills to facilitate self -employment and freelancing opportunities within the industry.

The use of science and technology

• Demonstrate effective use of computer skills through the use and manipulation of operating systems and systems application software for the creation, record-keeping and retrieval of different types of communication on advanced level.
• Demonstrate understanding and safe use of chemicals, tools and processes within a jewellery design, photographic or stencilling framework.

Problem solving

• Problem-solving skills are developed through the completion of various assignments and programme related activities where learners are expected to address practical problem scenarios relevant to the content of the programme.

Working with others

• In addition to individual input learners are also expected to develop group interaction skills through the completion of assignments in group context. The practical exposure to group dynamics will be utilised effectively in the promotion of a culture of teamwork often expected in employment situations.

Organising and managing oneself

• Organisational and planning skills are developed in the management and execution of progamme related activities.

Critical thinking skills

• Learners are required to apply knowledge gained in practical scenarios linked to programme content in order to promote initiative and problem solving skills in the workplace.

Understanding the world as a set of related systems

• The foundation in Visual Art, Art history and exposure to a wide variety of media and methodologies which are used as a base to promote critical and creative thinking processes, also contribute to the ability to integrate widely varied visual media in a graphic design context.

Assessment of all theory and practical work is integrated and occurs formatively and summatively in the following manner:

• Integrated assessment will occur throughout the year - based on evaluation of learner projects. These include theoretical and practical work.
• Practical work is judged on specific assessment criteria (skill, concept, realisation of concept, professional practice and presentation).
• Theoretical assessments are ongoing through written projects, and there is one major theory essay allocated per quarter.
• A mid-year assessment and moderation process occurs in June. The body of work from January to June is assessed by the entire teaching staff and evaluated using the agreed criteria. Marks are allocated and averaged.
• Summative assessments occur in November, and involve the final evaluation the body of work created during the training year. An exam is written and the body of work evaluated.