Design Presentation Rubric

Outcomes:

• Explain the transactional communication concepts of context and noise relating to the perceptual process of visual communication design,
• categorize visual communication effects in affective, cognitive and psychomotor responses,
• assess the influence of typestyles on messages and develop your own font,
• identify primary forms of contrast in composition and layout design and execute applications in your own original media design,
• critique and evaluate visual communication design in all domains.

Point Value: 100

Activity Description
Find representations of good and poor design in two-dimensional display layouts or three dimensional packaging. Base your analysis on design principles and document the basis of your evaluation on your blog. Present your findings to your peers using technical integration, no longer than four minutes.

Rubric

1. The learner's presentation shows survey of good and poor design (one artifact for each) in two-dimensional display layouts or three dimensional packaging that relates to the same audience.

Below Expectation (0-10) Satisfactory (11-15) Exemplary (16-20)

2. The learner's analysis of the artifacts are based on the principles of contrast and context as well as Gestalt principles of similarity, proximity, simplicity, continuity, and closure. Though not all Gestalt principles may apply, the learner identifies those pertinent to their artifacts.

Below Expectation (0-20) Satisfactory (21-30) Exemplary (31-40)

3. The learner's presentation is technically integrated with visual examples.

Below Expectation (0-10) Satisfactory (11-15) Exemplary (16-20)

4. The learner documents their presentation on their blog page.

Below Expectation (0-10) Satisfactory (11-15) Exemplary (16-20)

Visual Continuity Rubric

Outcomes:

• Categorize visual communication effects in affective, cognitive and psychomotor responses,
• identify and execute compositional forces of framing, vectors, motion, in visual design applications of motion and still photography,
• explain and apply to your own original media design Gestalt principles.

Point Value: 100

Activity Description
Develop a storyboard with still images within a post on your blog. The storyboard should convey a sense of continuity with compositionally sound images edited together to reach at least one communicative effect.

Rubric
1. The designer develops a storyboard with still images posted on their blog.

Wanting (0-10) Developing (11-15) Accomplished (16-20)

2. The designer's storyboard illustrates a sense of continuity of communication objectives.

Wanting (0-15) Developing (16-20) Accomplished (21-30)

3. The designer's images are compositionally sound using principles such as the rule of thirds, frame forces, vectors, and contrast.

Wanting (0-15) Developing (16-20) Accomplished (21-30)

4. The designer's storyboard reaches at least one communicative effect; cognitive, affective, and/or psychomotor.

Wanting (0-10) Developing (11-15) Accomplished (16-20)

Compose Your Frame Rubric

Point Value: 100

Activity Description
Using the principles discussed in Still Composition, compose an image that uses the influences of the rule of thirds, the diagonal rule, and vectors.

Break down your composition in an analysis of these influences and their impact on the message of your image. 


Rubric
1. The designer's image is composed using the rule of thirds, the diagonal rule, and/or vectors.

Below Expectation (0-30) Satisfactory (31-40) Exemplary (41-50)

2. The designer's analysis of their image includes the impact of compositional influences on the message of the image.  

Below Expectation (0-30) Satisfactory (31-40) Exemplary (41-50)

Communication Artifact Rubric

Outcomes:

• Categorize visual communication effects in affective, cognitive and psychomotor responses,
• assess the influence of typestyles on messages,
• identify primary forms of contrast in composition and layout design and execute applications in your own original media design,
• identify and execute compositional forces of framing, vectors, motion, in visual design,
• explain and apply to your own original media design Gestalt principles,
• create and produce effectively designed media in your choice of domains including packaging, collateral, exhibit, converged media, identity, print, motion and still imaging,
• critique and evaluate visual communication design in all domains.

Point Value: 200

Activity Description
Choose from one of the visual communication design domains (packaging, collateral, exhibit, converged media, identity, motion picture, or print) and create an artifact using the concepts and principles discussed in class and labs. The artifact should reflect a specific communication objective. Present the campaign to the class using technical integration.


Rubric

1. The designer created an artifact from one of the visual communication design domains. Examples may be packaging for a product, a brochure or direct mail piece, a display, a website, a logo or brand identity, a :30 commercial, a bus stop display poster.
50 Points

Beginner (0-20) Developing (21-39) Accomplished (40-50)

2. The artifact incorporates an appropriate typestyle and color choice consistent with their collaborative style guide.
30 Points

Below Expectation (0-10) Satisfactory (11-19) Exemplary (20-30)

3. The artifact is a product of design principles, what Rutledge calls the vocabulary and the grammar of design, as well as Gestalt theory, contrast, composition, figure/ground relationships, along with the six axioms of design for websites. A posted summary analyzes the design using these principles. The artifact will be assessed according to its appropriate criteria and to the communication objectives of the piece and/or campaign. 100 Points

Beginner (0-60) Developing (61-80) Accomplished (81-100)

4. The designer's presentation is technically integrated with visual examples and a design analysis posted to their blog.
20 Points