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