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

Post Date: 16 - Aug - 2023

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:


Assessment criteria

1    Understandkey issues relatingto producing visual design foruse in marketingcommunications (advertising)

1.1      Identify production techniqueswhich can be used acrossdifferent platforms

1.2      Assess the benefits andlimitationsof types of visualdesign used for differentchannels and platforms

1.3      Explaintheimplicationsofintellectual property rights andcopyright when preparingvisual design

2    Be able to identifyandagree therequirements forvisual designfor use in marketingcommunications (advertising)

2.1      Confirmown understanding ofthe contentof a creative brief

2.2      Confirmown roles andresponsibilities within acreative brief

2.3      Obtain anyfeedback andclarificationneeded to producevisual designs tothe requiredquality



Assessment criteria

3    Be able to develop persuasivedesign for clientsfor use invisual marketingcommunications (advertising)

3.1      Involve all appropriatepartiesin the development ofpersuasive visual design

3.2      Create all aspects ofpersuasive visual designidentified ina creative brief

3.3      Check that imagery,typography and layout areconsistent and appropriateto:

●    the natureand level of thetarget audience

●    the creative brief

●    brand guidelines

3.4      Check that the quality andformat of all imagesallow thebest reproductionwithintechnical and financiallimitations

3.5      Check that the overall layoutof imagery, typography andtext is balanced, eyecatchingand persuasive

3.6      Maintain internal consistencyin content and style within andbetween text and imagery

3.7      Check layout,cropping,masking and sizing for:

●    editorialimplications

●    visual implications

●    structural design implicationscost effectiveness

3.8      Check own work toconfirmthatthecontent:

●    complies with legislationrelating to visual design

●    meets the brief

●    will engage the targetaudience

3.9      Work within a set budget andtimescales


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