Collaborate on Design 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,
• 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,
• 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,
• collaborate with other student designers in producing a campaign.

Point Value: 300

Activity Description
As a group, select a product, service, organization, cause, etc., for which your team will create a campaign consisting of a least three artifacts from three of the domains.

Examine the market for similar and/or competing campaigns and create a design analysis of a minimum of three of these.

Define your audience.

Establish your campaign's communication objectives.

Create a Style Guide.

Design the campaign then confer on a distribution strategy incorporating coverage appropriate to the intended audience.

Select from the visual communication design domains (packaging, collateral, exhibit, converged media, identity, motion picture, or print) and create your artifacts using the concepts and principles discussed in class and labs.

Present the campaign to the class using technical integration. The campaign should reflect a specific communication objective.

Rubric
1. A viable client was selected for the team's collaborative campaign.
20 points

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

2. The team conducted a thorough market analysis (a minimum of three) of similar and/or competing campaigns. This analysis includes intended audience and communication objectives and a critique of the campaign's use of visual communication and design principles across the artifacts used in the campaigns.
60 points

Beginner (0-30) Developing (31-50) Accomplished (51-60)

3. The design team defines their audience through a marketing analysis with personas, a sample backstory of your customer base, characterizations of the market to which the product will appeal. An example of personas for a kayak touring company campaign on social media looks like this:

Jared is 42, a small business owner in Southern California who enjoys outdoor activities including kayaking. He's divorced has a couple of kids with whom he has typical visitation and is always looking for unique getaways to develop indelible experiences in the limited time they have together. He uses social media mainly to establish dating ties and hook up with buddies for ball games and fishing trips.

Carol is 29, has completed her grad work and works for a PR firm in Phoenix. She's single, maintains a close relationship a few other women, mostly on a professional level, and is always looking for a unique getaway. She's a mountain-biker, snowboarder, and water skier. She's fit and works hard to be in good condition. Her social ties share common values in fitness and outdoor activity and she maintains most of these relationships through Facebook.

Greg is 57, married with three kids and two grandkids. He's on the backside of a career in sales and prides himself on the vacation opportunities he creates for his family, especially his grandkids. He's a bit out of shape, his spouse likewise, though they're active fishers and campers. They've endured the crazy years of parenting and now find themselves empty-nesters. They stay connected with their kids through Facebook and chat regularly with their grandkids.

At least three personas are represented in the group's proposal.
20 points

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

4. Based on the audience analysis, the design group constructs communication objectives upon which their marketing campaign will function.
60 points

Beginner (0-30) Developing (31-50) Accomplished (51-60)

5. The design group established and followed a style guide for font and color that speaks to the objectives of their campaign.
30 Points

Beginner (0-12) Developing (13-25) Accomplished (26-30)

6. The design group creates a campaign consistent with the product, distribution strategy and visual communication objective(s).
70 Points

Beginner (0-39) Developing (40-59) Accomplished (60-70)

7. The campaign consists of at least three artifacts that are products of design principles appropriate to the communication objectives of the campaign.
20 Points

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

8. The campaign is executed in true collaboration of the design group and is not the product of an individual.
20 Points

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