Cambridge Technicals Media Level 3 - Unit 32 graphic design for media productions

OCR Level 3 Cambridge Technical Diploma in Media

Unit 32: Graphic Design for Media Productions

AIM OF THE UNIT By completing this unit learners will understand existing graphic design products. Learners will understand how to generate ideas for and plan the production of three related graphic design promotional items for an original media product, for a specific target audience.

Overall BriefYour organisation BC Records has asked you to produce promotional material for a new band/artist.

You will need to research existing promotional campaigns for new artists, looking at posters, CD covers and website and magazine articles.

You will need to be meet with the client (your teacher) on a regular basis to gain appropriate feedback in order to revisit your work and make suitable changes before finally presenting to a focus group and the client again.

Learning Outcome 1

Analyse each of the following graphic design products:• A billboard poster• A CD cover• Website• Magazine cover

Text 1: Poster

PURPOSE

• Explain what the purpose of the poster is.• Give a brief outline of the poster

FORMAT• Discuss the size of the design and be accurate as you can be• Discuss the paper quality

CONTENT

• What connotations does the title have?• What font is used?• What colours are used?• Are the words presented in a particular way? Are there any additional

graphics?

Understand existing graphic design work for media products

LO1 Assessment CriteriaP1: You analyse a range of related graphic design work created for media products including:

a)purposeb) formatc) contentd)stylee) layoutf) target audienceg) regulatory bodies

Unique Selling Point/Generic Conventions • What makes this poster unique or memorable? How does the advert try to

make the campaign stick in the audience’s memory?

STYLE

Anchorage and Language Use• How does the language used on the advert anchor (relate to) the images

used? Does it emphasise the theme or idea of the image in any way?• Does it use any of the following: wordplay; puns; assonance; alliteration;

unusual spelling; rhyme?• Why have these devices been used?

LAYOUT

The Central Image/s• Describe exactly what you see in the image. What images have been

used? Are they graphical/photographs/cartoons etc. • Describe the way “characters” have been used. • What style of clothes are they wearing? What colours are the clothes?

What do the clothes symbolise?• Are the “characters” male or female? How old are they? What ethnic

group/s do they belong to?• Why might this be?• Describe the facial expressions, poses, actions and gestures What does this

suggest?• How are the “characters” represented?• What aspects of mise-en-scene have been used? • What is the proportion of the images to the text • How are images and text juxtaposed?

Background• Describe the background of the poster. What can you see? What props are

being used? What do they symbolise? • What location is being used? What colours are being used? Is it inside or

outside? Why? What is symbolised by using this location?

Narrative• Does the advert have a story/narrative? In what way is the story told? Does

it break any conventions? Is it clichéd?

Composition• Describe how the image is composed: Layout, cropping, image size,

photographic techniques used, lighting, camera distance, camera angles, framing and focus.

• How do these techniques emphasise the meaning of the advert?

• What is the standard format for a billboard? What sizes is the poster likely to be?

TARGET AUDIENCE

• Who is this advert being aimed at?• Where would it be placed? What type/title of magazine/location?• What gender, age, ethnic, socio-economic grouping would it appeal to?

How do you know? • How is the advert successful in reaching its target audience?

INSTITUTION

• Who would be responsible for regulating this product? What issues or concerns might be raised from the product?

Text 2: CD Cover Choose one of the texts in the AO1 – CD Cover and analyse it using the following headings

PURPOSE

• Explain what the purpose of the CD cover.• Give a brief outline of the CD cover

FORMAT• Discuss the size of the design and be accurate as you can be• Discuss the paper quality

Artist’s Name and CD Title • What is the name of the Artist? What connotations does this name have?• What is the title of the CD? What connotations does it have?• Does the artist use a particularly strong sense of branding here?

Anchorage and Language Use• How does the language used on the CD cover anchor (relate to) the

images used? Does it emphasise the theme of the album or the artist’s image in any way?

• What font is used? Effect?• What colours are used? Effect?• Are there any legal requirements in the language used?

Unique Selling Point

• What makes this artist different to other artists of a similar nature? Does the CD cover try to make the artist stand out from the crowd? Does it try to do something different? Or is it trying to emulate (copy) the work of artists in a similar genre of music? Why might this be?

• What do all of the above suggest about how the artist is positioning him/herself? How does the artist see him/herself? What image is s/he trying to present to the audience?

Background• Describe the background of the CD. What props are being used? What do

they symbolise? Are they typical of the music genre being sold?• What location is being used? What colours are being used? Is it inside or

outside? Why? What is symbolised by using this location?The Central Image/s

• Describe exactly what you see in the image.• Describe the way the artist presents him/herself. Do they seem to be

presenting a “character”? Do they seem to be themselves? Are they acting in an unusual or unnatural way? Why might this be?

• What style of clothes are they wearing? What colours are the clothes? What do the clothes symbolise? Are they conventional of the genre of music being represented?

• Describe the facial expressions, poses, actions and gestures. What does this suggest about how they are trying to present themselves to the audience?

• Are there any additional “characters” being used? Are they male or female? How old are they? What ethnic group/s do they belong to? Why are they there?

• What aspects of mise-en-scene have been used? What to they add to your understanding of the image?

Narrative• Does the CD have a story/narrative? In what way is the story told? Does it

break any conventions? Is it clichéd? How does this relate to the artist him/herself? Does the story make suggestions about the qualities of the artist? Does it suggest a certain type of lifestyle; musical skill; attractiveness?

Composition – Design And Layout• Describe how the image is composed: Layout, cropping, image size,


• How do these techniques emphasise the meaning of the CD cover?Target Audience

• Who is this CD cover being aimed at?• What gender, age, ethnic grouping would it appeal to? How do you know? • How is it successful in reaching its target audience?

Institution

• Who would be responsible for regulating this product? What issues or concerns might be raised from the product?

Text 3: Website

Choose one of the websites from the AO1 – Websites Folder and analyse it using the following headings:

Product Title and Form• Explain what the purpose of the website is.• Give a brief outline of the web site’s aims and structure • What connotations does the title have?• What fonts/logos have been used?• What colours are used?• Are the words presented in a particular way? Are there any additional

graphics?• What do all of the above suggest about the purpose and aims of the site.

What image is it trying to present to its users?

Unique Selling Point/Generic Conventions • What makes this site similar to or different from other sites? • How is it interactive?

Anchorage and Language Use• How does the language used on the site anchor (relate to) the images

used? Does it emphasise the purpose of the site in any way?• Does it use any of the following: wordplay; puns; assonance; alliteration;

unusual spelling; rhyme? Why?• What is the tone of the language? Is it informative, emotive, persuasive?

Why?

The Central Image/s• Describe exactly the main images that have been used? Are they

graphical/photographs/cartoons etc. • Why have these images been used? • Have any “characters” been used? Are they male or female? How old are

they? What ethnic group/s do they belong to?• How are they represented? Why might this be? • What is the proportion of the images to the text • How are images and text juxtaposed?

Background• Describe the backgrounds of the site. What can you see? • What colours are being used? Why?

Composition• Describe how the site has been composed: Layout, cropping, image size,


• How do these techniques emphasise the content of the site?

Target Audience• Who is this site being aimed at?• What gender, age, ethnic, socio-economic grouping would it appeal to?

How do you know? • How is it successful in reaching its target audience?

Institution • Which institution commissioned the website? Is this obvious from the

content? Why?

Text 4: Magazine Article/ Newspaper Article Choose one of the texts in the AO1 – Newspaper/ Magazine Folder and analyse it using the following guidelines:

Product Title and Form• Explain what the purpose of the article is• Give a brief outline of the product and purpose• What connotations does the headline have?• What font is used?• What colours are used?• Are the words presented in a particular way? Are there any additional

graphics? Have logos been used?• What do all of the above suggest about the content of the magazine article

and its purpose?

Unique Selling Point/Generic Conventions • What makes this article similar to or different from other articles on the same

topic or in the same text?

Anchorage and Language Use• How does the language used in the article anchor (relate to) the images

used? Does it emphasise the content of the article in any way?• Does it use any of the following: wordplay; puns; assonance; alliteration;

unusual spelling; rhyme?• Why have these devices been used?

The Central Image/s• Describe exactly what you see in the image. What images have been

used? Are they graphical/photographs/cartoons etc?

• Describe the way any “characters” have been used. E.g. What style of clothes are they wearing? What colours are the clothes? What do the clothes symbolise? Are the “characters” male or female? How old are they? What ethnic group/s do they belong to? Why might this be?

• How are the “characters” represented?• What aspects of mise-en-scene have been used? • What is the proportion of the images to the text • How are images and text juxtaposed?

Narrative• How does the article tell a ‘story’? Does it break any conventions? Is it

clichéd?

Composition• Describe how the image is composed: Layout, cropping, image size,


• How do these techniques emphasise the purpose of the article? • What is the standard format for a magazine article? What is visible to the

reader?

Target Audience• Who is this article being aimed at?• Where would it be placed? What type of shop?• What gender, age, ethnic, socio-economic grouping would it appeal to?

How do you know? • How is it successful in reaching its target audience?

Institution • Who has commissioned this product? What is the nature of the magazine/

newspaper and/ or publisher?

Final Evaluation• How successful do you think the article is?

Learning Outcome 2

The Design Brief

You have been asked by the BC Records to produce a range of materials to promote their latest recording artist, they’ve asked that you produce the following:

• CD Cover (front and back cover, as well as the inserts)• Website• Magazine article

Each text should be consistent with each other in terms of fonts, slogans and any and create a clear brand for the new recording artist.

Task Overview:

Produce a KeyNote/ PowerPoint/Prezi which will form the basis of the presentation you will make to your client. You should divide your presentation into the following sections:

You will need to create a name for the new band/artist

1. A summary of your campaign’s purpose and aims, integrating your logo design/ brand and/ or your slogan/ tagline. You should clearly indicate who your intended audience is and why you think this campaign will appeal to them. You may also wish to comment on the mode-of-address you will adopt when addressing your intended audience and the type of language you intend to use.

Be able to generate conceptual ideas for related graphic design items

Learning Outcome 2

Choose one media product produced by the institution to analyseThe company needs you to generate a new promotional campaign for your new artist/band. You will need to come up with three related graphic design items (CD Cover, Website and Magazine/newspaper article for a specific target audience. (P2)

You will generate conceptual ideas that are fit for purpose and appropriate to the needs of the target audience.(M1)

You will generate ideas that show imagination and demonstrate a high level of visual appeal. (D1)

Although this should appear at the beginning of your presentation, it may be one of the last pieces of work you complete for this AO.

2. Produce draft copies of your ideas, divided into four sections

⇒ A set of linked logo/ Brand/ Slogan/ Tagline/Font that will demonstrate continuity across all your products

⇒ 3 CD Cover designs (front and back cover, as well as the inserts) ⇒ 3 Magazine Article designs⇒ 3 Homepage Website designs

These products should have annotations linked back to learning outcome 1 - fitness for purpose, target audience, content, format and design and layout. In addition strengths and weaknesses, highlighting areas that need to be addressed in subsequent drafts.

Produce a concept board that details your main ideas and proposals. This should have your artist/band at the centre and should contain a whole range of ideas and images that have inspired you. It is like a visual mind map!

These should be seen as works in progress and not seen as final copies. You should keep and label every draft of the various texts you produce, even if you disregard them at the final stage. It is important that you show the stages you have gone through in the design process and any feedback you have been given.

You should also keep a record of the research you conduct for the products that require substantial textual information

Client Meeting Template

Meeting with client on: ____________

Initial ideas discussed based on paste-ups of CDs, magazines and websites

Client’s feedback

Ideas to respond to client brief

Learning Outcome 3

Task Overview:

• Present your ideas to your client, BC Records, (represented by the teacher) and a focus group affected by the issues you are addressing in your campaign (the class). You could pass out questionnaires to gauge the success of your products. You should also take note of any criticisms they make as these will form the basis of any changes you make to the final products.

• Create a new section in your presentation – Final Versions of Products. Produce re-drafted copies of each product, taking your client’s suggestions and feedback on board and include them in your KeyNote/ PowerPoint/Prezi

Be able to present conceptual ideas for related graphic design items to a target audience

You must present your three ideas to the client and to the target audience for feedback and selection. (P3)

You should provide a explanation for your ideas based on suitability for the target audience. (M2)

For the presentation you need to complete the following sheet, this should be handed into the teacher before your presentation begins:

PRESENTATION PLANNINGPRESENTATION PLANNING

Where the presentation will take place:

Supply a layout of the room: considering positioning of yourself so the audience can see you and the screen

Equipment you plan to use:

Date of equipment test: ensure all equipment works in advance

Supply a layout of where the audience will be seated in relation to the presentation:

Client Meeting Template

Meeting with client on: ____________

Initial ideas discussed based on paste-ups of CDs, magazines and websites

Client’s feedback

Ideas to respond to client brief

Learning Outcome 4

Like any other planning, media planning is done by specialists who have necessary amount of training and experiences. Normally, the media planning answers the following questions:• When? (the timing of the promotional campaign)• Which? (the selection of the media)• How? (the co-ordination in media planning)• How much? (the budgeting of the ad resources)

Be able to plan for the production of related graphic design items

You will need to show evidence of planning for the production of the CD Cover, Website and magazine article. This will need to include:a) budgetb) production plan with launch datec) Relevant legal and ethical issues

Budgets

Produce costings for each aspect of the promotion, ensuring that each aspect of the project has been fully budgeted for. The figure you produce should be based on the professional rates charged by graphic designers and take into account that you are producing three different products, each with their own unique costs.

BC Records have provided you with a £100,000 budget to promote your new artist.

CD Cover Budget Sheet:

Type of Service, Personal, Materials

Allocated Budget Anticipated Cost Actual Cost

e.g. Printing materials

e.g. Raw materials (specify) Staffing – specify roles

Advertising rates

Copyright

Magazine Article Budget:





Advertising rates

Copyright

Website Budget:





Advertising rates

Copyright

Production Plan

Overview of Whole Production ScheduleWhat will you achieve over the next few weeks? The following overview will help you to schedule your project. This should be brief although as events happen. you will need to amend your plans to keep track.

Date Location/script/shot to be covered

Personnel and resources needed

e.g. 1st April e.g. Filming at Tower Bridge

Meet Tower Hill DLR 10.00am

Suzie, Liz, Mark and Andrew. 1 HD camera, tripod, boom (Suzie to re-order)

Example of a Production Schedule for: ______________________________

Sign off jobs when they are completed, agreed and checked by the client.

Monday Tuesday Wednesday Thursday Friday Completed by:

Contingency plans

Week 1Targets –

P r o d u c t i o n methods.

Scout locations for CD Cover as well as coming up with props and costumes

Draft ideas for CD Cover, designed to be ready for location scouting on Thursday.

Photographs taken for CD, review images to be discussed with client

A production schedule involves working out how you can produce the product within a given time so that you meet the deadline! You need to be organised as the more you do this things will inevitably change and become altered but the plan will help you to still maintain a working deadline. This production schedule must be completed at the beginning of the production. You will need to know the following:

• How will you organise the production process?• What resources will you need?• What is the overall deadline?• What is the contingency plan?

Photo Shoot Planning Sheet

Job Sheet No:

Photographer and Contact Number:

Date of shoot:

Shot number:

Client

Purpose of Image

Creative Intent

Aesthetic and Technical

Requirements

Types of shot planned

Location / Studio

RequirementsEquipment Requirements

Legal /Ethical

considerationsModel and Props

requirementsCosting (Detail all needs)

Target Audience

Development/Editing

Required

Legal and Ethical Issues

CD Cover Legal and ethical issues:

Research the Advertising Standards Advertisng (ASA) and make discussion on the legal issues the album art may come across:

Constraint Detail and Action required Use of copyrighted material, logos or promotional material

CRB checks /Permission to work with children

Model release

Accuracy of information

Ethical Issues – relating to content and publisher’s requirements

Use of offensive images:

Representation

Magazine article legal and ethical issues

Research the Press Complaints Commission (PCC) and make discussion on the legal issues regarding the content and use of images:



Accuracy of imformation



Libel and defamation:

Website legal and ethical issues

Research the Advertising Standards Advertisng (ASA) and make discussion on the legal issues the website may come across:



Model release



Libel and defamation:

Learning Outcome 5

Task 1 Using the feedback you have gained from your client presentation and focus group meetings, make final drafts of your three graphic products:

Task 2 Meet with the client (teacher) to gain final feedback on the finished products.

Be able to produce related graphic design items

Produce a CD cover, Magazine article and website that show competent use of graphic design items for your new recording artist (P5)

The CD cover, magazine article and website produced are fit for purpose, appropriate to the needs of the target audience and generally of a good technical standard and quality (M3)

The CD cover, magazine article and website are produced to a high level of visual appeal and are generally of a high technical standard and quality (D2)

NAME:

For Learning Outcome 1 (P1) have you: Completed ()

Analyse existing graphic design work for media products

Evidence provided (please ): Ref/Page no(s)

q a prezi

q a Keynote/PowerPointq a prezi

q a Keynote/PowerPoint


Generate ideas for a CD cover, magazine article and website for a new recording artistEvidence provided (please ): Ref/Page

no(s)q CD Cover idea(s)

q Magazine article idea(s)

q Website idea(s)

q CD Cover idea(s)


q Website idea(s)

q CD Cover idea(s)


q Website idea(s)

For Learning Outcome 2 (M1) have you: Completed ()

Generate ideas for a CD cover, magazine article and website for a new recording artist that are fit for purpose and appropriate to the needs of the target audienceEvidence provided (please ): Ref/Page

no(s)q demonstrated use of codes and conventions

q identified audience expectationsq demonstrated use of codes and conventions

q identified audience expectations

Learner Checklist

For Learning Outcome 2 (D1) have you:Completed

()

Generate ideas for a CD cover, magazine article and website for a new recording artist that are imaginative and demonstrate a high level of visual appealEvidence provided (please ): Ref/Page

no(s)q CD Cover idea(s)


q Website idea(s)


Presented your ideas to the client and target audience


q Presentation planning sheet

q Prezi/keynote/PowerPoint

q Audio/visual recording of presentation

q Presentation planning sheet




Presented your ideas to the client and target audience with clear explanations of your design ideas and how they meet the needs of the target audienceEvidence provided (please ): Ref/Page

no(s)q Prezi/keynote/PowerPoint





Planned for the production of your three graphic design items, considering budget, production plan with launch date, relevant legal and/or ethical issuesEvidence provided (please ): Ref/Page

no(s)q budget sheets

q production plan

q Legal and ethical issues

q budget sheets

q production plan


q budget sheets

q production plan



Produce three graphic design items for your new band/artist


q CD Cover

q Magazine article

q Website and related pages

q CD Cover

q Magazine article


q CD Cover

q Magazine article



Produce three graphic design items that are fit for purpose, appropriate to the needs of the target audience and generally of a good technical standard and qualityEvidence provided (please ): Ref/Page

no(s)q Fully realised CD Cover

q Fully realised magazine article

q Fully realised website

q Fully realised CD Cover






For Learning Outcome 5 (D3) have you: Completed ()

Produce three graphic design items that have a high visual appeal and are generally of a high technical standard and qualityEvidence provided (please ): Ref/Page

no(s)q Fully realised CD Cover









Documents

Cambridge Technicals Media Level 3 - Unit 32 graphic design for media productions