Advanced Diploma in Visual Communication Design
Culture and Arts - Design Studies
Purpose and Rationale
Qualification Summary
Purpose
The purpose of this qualification is to equip a qualifying learner with knowledge and skills in the design and production of visual communication. This includes the use of various media, skills, and materials applicable to niche or mass contexts. This qualification builds on the knowledge and competencies acquired in the Diploma qualification, providing entry-level vocational and professional specialization. It prepares learners to enter the Postgraduate Diploma level of study.
The qualification focuses on meeting the requirements and advanced technical skills for careers in the visual communication design industry. This includes areas such as publication design, digital interactive/web design, illustration, packaging, and branding. It also introduces learners to systematic design research theory and application, along with specialized design practice at National Qualifications Framework (NQF) Level 7.
The qualification aims to develop resilient and adaptable learners who can navigate the complex world of work and the shifting needs of the South African socio-cultural landscape. Learners will engage in research that deeply explores self-selected topics and integrates this research into design projects. These projects will involve participatory design processes that incorporate stakeholder inputs in real-world settings to enhance the value of design outputs and improve the quality of life for target audiences.
Rationale
The Western Cape Government's Department of Economic Development and Tourism has recognized design as a key driver for economic growth. The qualification addresses a skills gap identified in the design industry, specifically the need for the Advanced Diploma. This qualification allows learners to apply their skills and knowledge to specialized visual communication design challenges.
The qualification covers key stages of designing for visual communication, emphasizing research, conceptualization, design development, and presentation. Learners will deepen their understanding of the visual communication design profession by applying technology and addressing economic and social issues in areas such as Brand Strategy and Development, Integrated Advertising Campaigns, and Design for Social or Sustainability Awareness.
The qualification emphasizes sustainability imperatives and seeks to balance human needs, social equity, and environmental respect. It prepares learners for diverse career paths in graphic design, publication design, web design, animation, branding, illustration, and photography.
The need for this qualification has been established through consultation with industry representatives, alumni, higher education institutions, and work placement agencies. The qualification aims to address the multidisciplinary nature of design, support small business development, and promote design innovation and transformational possibilities.
Overall, the qualification aims to prepare learners for entry into the workplace or entrepreneurship within the field of Visual Communication Design. It equips learners with a mix of business and professional practice skills to succeed in various design roles, from freelancing to working in established design studios or agencies. The qualification also provides a pathway for further study at the Postgraduate and Master's levels, as well as opportunities for horizontal articulation for learners from other institutions.
In conclusion, the qualification aims to develop learners who can make meaningful contributions to society through their design skills and literacies. The design projects at this level focus on improving people's lives through well-researched, participatory, responsive, and speculative design interventions geared towards sustainable futures.
Outcomes
- Develop and execute appropriate and ethical processes of information gathering for research into complex problems or challenges within the commercial sector, or wider socio-cultural space, and validate, manage, evaluate, analyse and synthesise the information towards visual communication design solutions.
- Work and act in a professional and ethical manner in both research and design processes, taking full accountability for actions and decisions.
- Develop a professional standard design brief based on thorough research into a specific design problem or challenge, applying evidence-based solutions and theory-driven arguments.
- Reference and implement advanced design conceptualising methodologies to solve complex visual communication design problems and to introduce change within a practice.
- Identify and solve complex design problems in an innovative multimodal manner through strategic application of integrated, disciplinary knowledge and the evaluation of empirical evidence.
- Demonstrate advanced technical proficiency in industry standard digital graphic application programmes relating to chosen disciplinary specialisation for innovative visual communication design solutions.
- Participate actively in collaborative projects, displaying basic project management skills and taking responsibility for own decisions, actions and completion of own work.
- Communicate own ideas and engage with stakeholders, in various familiar and unfamiliar business and research contexts, using appropriate academic, professional and/or occupational discourse.
- Self-direct learning in identifying visual communication design business opportunities and develop a comprehensive business plan to address the opportunity.
- Critically engage as contributing citizens within the South African context, drawing on detailed visual communication design knowledge in relation to sustainability imperatives that seek to balance human needs, social equity and respect for the environment, so as to introduce new and relevant ideas into the visual communication design industry.
Assessment Criteria
Associate Assessment Criteria for Exit Level Outcome 1:
- Locate, validate, analyze, and critically review appropriate information sources in the research process.
- Engage in critical research and apply research methodologies to solve visual communication design problems in the commercial sector or wider socio-cultural space.
- Document thorough documentation of gathering relevant empirical data for visual communication design solutions.
- Collate, critically evaluate, and synthesize findings using appropriate research methodology.
- Coherently communicate the full research process in a written report, including planning and information management.
- Demonstrate ethical and professional decision-making throughout the research process.
Associate Assessment Criteria for Exit Level Outcome 2:
- Factor ethical considerations into theoretical and practical outputs in visual communication design.
- Demonstrate an understanding of professional practice in communication design as it relates to business.
- Exhibit good time management in design projects by adhering to deadlines.
Associate Assessment Criteria for Exit Level Outcome 3:
- Explore the background and context of communication design problems.
- Explain design intervention objectives and define the target audience.
- Compile a proposed strategic plan in a design brief.
- Present the design brief professionally in both written and oral forms.
Associate Assessment Criteria for Exit Level Outcome 4:
- Follow the iterative design thinking methodology to track the design process.
- Document the creative and imaginative conceptual process in visual diaries and sketchbooks.
- Show evidence of original thinking and independence in developing design solutions.
- Manage the design process rigorously through its phases.
Associate Assessment Criteria for Exit Level Outcome 5:
- Identify, analyze, evaluate, and reflect critically on complex design problems.
- Engage with relevant stakeholder groups associated with design problems.
- Apply visual mapping methods in planning and developing strategic design solutions.
- Integrate semiotically and technically relevant elements into the design.
Associate Assessment Criteria for Exit Level Outcome 6:
- Operate industry standard digital software at an advanced level.
- Produce digital prototypes to a professional standard.
- Prepare graphical elements for print production and/or digital publishing.
Associate Assessment Criteria for Exit Level Outcome 7:
- Demonstrate empathic listening and constructive communication in group work scenarios.
- Reflect critically on own work and provide constructive critiques in group work.
- Manage progress and communicate clearly during studio work and consultations.
Associate Assessment Criteria for Exit Level Outcome 8:
- Present visual communication design proposals and solutions using appropriate discourses.
- Interact professionally with stakeholders in various contexts using suitable discourse.
Associate Assessment Criteria for Exit Level Outcome 9:
- Identify and explore a visual communication design business opportunity.
- Define the parameters of the business opportunity.
- Develop a comprehensive business plan with critical reflection on research methodologies.
- Document resources, budget, and project management processes.
Associate Assessment Criteria for Exit Level Outcome 10:
- Engage empathically within the local and national sociocultural context.
- Show innovative and sustainable visual communication design approaches.
- Improve the lives of South Africans through design work.
Integrated Assessment:
- Forms part of continuous assessment with a mix of formative and summative methods.
- Promotes constructive alignment of the curriculum and student-centered learning.
- Aims to be fair, reliable, and valid following academic and professional norms.
- Enhances learner learning, reflection, personal accountability, and time management.
- Consists of various assessment tasks relevant to visual communication design.
This qualification includes problem-solving assignments, case studies, design portfolio development, discussions, quizzes, field trip reports, and academic poster design. Summative assessments occur at the end of each semester and are internally and externally moderated. Integrated assessment is conducted throughout the year and culminates in a final design portfolio and oral presentation relevant to industry needs.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.