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Understand key issues relating to producing visual design for use in marketing communications (advertising)

Unit 11: Producing Visual Design for Use in Marketing Communications (Advertising)

Unit code: H/504/3099
QCF level: 4
Credit value: 7
Guided learning hours: 30

Unit aim

This unit aims to educate learners about how to produce visual designs for use in advertising. Learners will develop an understanding of how to plan out a visual design methodically and gain approval for it.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

In the context of advertising there is some truth in the old saying ‘A picture is worth 1000 words ...’. The visual design is often the first thing that impacts on an audience, creating a memorable image, stimulating interest and, hopefully, generating action in the viewer. Conversely, poor visual elements an advertisement can create negative feelings in the viewer which could have a long-term effect on the business, product or brand being advertised.

In this unit learners will be introduced to some of the key issues that relate to producing visual design that has an impact, is memorable and does not cause offence to any sections of society, but is persuasive enough to be effective in terms defined by the client. In addition learners will produce visual designs that are suitable for the product, the medium and the target audience, and are technically suitable for the chosen advertising medium.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Understand key issues relating to producing visual design for use in marketing communications (advertising)

1.1      Identify production techniques which can be used across different platforms

1.2      Assess the benefits and limitations of types of visual design used for different channels and platforms

1.3      Explain the implications of intellectual property rights and copyright when preparing visual design

2    Be able to identify and agree the requirements for visual design for use in marketing communications (advertising)

2.1      Confirm own understanding of the content of a creative brief

2.2      Confirm own roles and responsibilities within a creative brief

2.3      Obtain any feedback and clarification needed to produce visual designs to the required quality


Learning outcomes

Assessment criteria

3    Be able to develop persuasive design for clients for use in visual marketing communications (advertising)

3.1      Involve all appropriate parties in the development of persuasive visual design

3.2      Create all aspects of persuasive visual design identified in a creative brief

3.3      Check that imagery, typography and layout are consistent and appropriate to:

    the nature and level of the target audience

    the creative brief

    brand guidelines

3.4      Check that the quality and format of all images allow the best reproduction within technical and financial limitations

3.5      Check that the overall layout of imagery, typography and text is balanced, eye catching and persuasive

3.6      Maintain internal consistency in content and style within and between text and imagery

3.7      Check layout, cropping, masking and sizing for:

    editorial implications

    visual implications

    structural design implications cost effectiveness

3.8      Check own work to confirm that the content:

    complies with legislation relating to visual design

    meets the brief

    will engage the target audience

3.9      Work within a set budget and timescales


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