Course Description
This is a course in the applied visual arts that prepares individuals to
use artistic techniques to effectively communicate ideas and information
to business and consumer audiences via illustrations and other forms
of digital or printed media. Instruction includes training in concept
design, layout, paste‐up, and techniques such as engraving, etching,
silkscreen, lithography, offset, drawing and cartooning, painting,
collage, and computer graphics. These courses are based on the
state task list.
Prerequisite: Design and Visual Communications
* SkillsUSA PDP requirements – recommended.
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Core Standards of the Course
Standard 1
Students will be able to demonstrate a knowledge of commercial art and advertising professional standards
Objective 1
Students will demonstrate a knowledge of commercial art careers, job standards, professional development, and explore higher education and career opportunities.
- Advertising design
- Art direction
- Cartooning/Animation/game design
- Commercial design
- Corporate Identity ‐Logo/Letterhead etc.
- Digital imaging and website design
- Graphic design
- Illustration
- Industrial Design
- Layout (Books, magazine, newspaper, etc.)
- Logo and Letterhead (Package design, display, corporate image, advertising, etc.)
- Sign design
- Web design
- Other
Objective 2
Students will explore careers and opportunities in commercial art
- Salary/hours/working conditions
- Work expectations
- Freelance conditions
- Post‐high school education
Standard 2
Students will be able to demonstrate a knowledge of advanced design elements and principles.
Objective 1
Students will demonstrate an ability to identify and utilize the elements of design in an advertisement or other work.
- Line
- Shape
- Value
- Form
- Texture
- Color
- Space
Objective 2
Students will demonstrate an ability to identify and utilize several principles of design in an advertisement or other work.
- Balance
- Contrast
- Emphasis/Subordination
- Movement/Directional forces
- Rhythm/Repetition/Pattern
- Scale/ Proportion
- Unity/Contrast
Standard 3
Students will be able to demonstrate advanced layout and composition techniques in diverse media.
Objective 1
Students will plan format and composition through the use of thumbnail sketches.
Objective 2
Students will use advanced strategies to measure correct proportional relationships in the objects being drawn.
Objective 3
Students will use design strategies in composing a drawing of observed objects and determining ideal placement on the page.
Objective 4
Students will demonstrate advanced knowledge of drawing techniques to show depth.
- Chiaroscuro: highlight, light, shadow, core shadow, reflected light, and cast shadow.
- Demonstrate ability to recognize angles of edges, etc., and draw them accurately.
- Demonstrate the use of measuring techniques to accurately record proportional aspects.
- Demonstrate gesture, motion, and other expressive drawing strategies.
- Demonstrate line quality (weight, direction, uniformity, etc.)
Objective 5
Students will use value to create the illusion of space.
Objective 6
Students will create illustrations to support a design/story concept.
Objective 7
Students will use advanced composition techniques to combine images and type in one composition.
Objective 8
Students will use advanced composition and design techniques to create
- Advertisement or poster.
- Brochure or multiple page document (demonstrating visual unity)
- Magazine layout
- Other
Objective 9
Students will identify and use composition tools and techniques at an advanced level.
- Body text
- Choosing/cropping images
- Columns
- Dominance
- Drop caps
- Eye flow
- Folios
- Headers and footers
- Matching copy with job
- Proximity
- Readability
- Reverse type
- Text boxes/shapes
- Text wrap
- Type alignment
- Other
Standard 4
Students will be able to demonstrate advanced color theory.
Objective 1
Students will demonstrate a thorough knowledge of color theory.
- Light
- Pigment
- Transparent/opaque color
Objective 2
Students will demonstrate an advanced knowledge of color organization and the color wheel.
- Primary colors
- Secondary colors
- Intermediate/Tertiary colors
- Neutrals
Objective 3
Students will demonstrate advanced strategies for using color schemes.
- Monochromatic
- Complimentary
- Analogous
- Triadic
- Split‐complimentary
Objective 4
Students will demonstrate advanced knowledge of values and use them.
- Value scale
- Tints
- Tones
- Shades
- Demonstrate expertise in aerial/atmospheric perspective.
- Using hue to create illusion of space.
Objective 5
Students will demonstrate a professional knowledge of the dimensions of color.
- Hue
- Value
- Intensity/saturation
Objective 6
Students will be aware that colors can express emotion and have cultural and visual connotations.
Objective 7
Students will understand color as used in computer applications
- Color Gamut’s CMYK RGB
- Color Modes Bitmap, Grayscale, CMYK, RGB
- Bit depth
Standard 5
Students will be able to understand and demonstrate advanced typography techniques.
Objective 1
Students will identify ad correctly use type form different type families
- Serif including :Old style, transitional, Modern
- Sans serif
- Script
- Decorative/novelty/display
Objective 2
Students will know and use the measurements of typography
- Cap height
- Baseline
- X‐height
- Point
- Leading, kerning, and tracking
Objective 3
Students will know the vocabulary of typography
- Upper and lower case
- Ascender and descender
- Regular and boldface
- Italic and cursive
- Font, text, type, and type style.
- Concordant
- Conflicting
- Contrasting
- Headline
- Line length/readability
Standard 6
Students will demonstrate an advanced knowledge of computer technology
Objective 1
Students will demonstrate knowledge of basic computer vocabulary and techniques
- Constraining proportions
- Cropping
- Descreening Moiré pattern
- File types
- Resizing/Sampling
- Resolution
- Scanning/Descreening
- Raster/Vector
- Layers
- History
- Half tone
- Filters
- Paths
Objective 2
Students will use appropriate software for job/project completion.
- Page layout (In Design, Quark Express, PageMaker)
- Photo manipulation (Photoshop)
- Drawing (Illustrator, Corel Draw)
Objective 3
Students will understand and use fonts appropriately.
- True type, Postscript
- Downloading
- Copyright and ethics
Objective 4
Students will understand file types and use them appropriately.
- Print applications TIFF, JPG, etc.
- Web applications PNG, WMF, etc.
- File Transfer PDF etc.
Standard 7
Students will be able to identify the use of elements of art movements in contemporary illustration design and advertising.
Objective 1
Student will identify the use of elements of art movement in contemporary design illustration and advertising
- Impressionism
- Surrealism
- Abstraction
- Bauhaus
- Realism
- Art Deco
- Art Nouveau
- Cubism
- Arts and crafts
- Pop art
Standard 8
Students will critique illustration, advertising and design.
Objective 1
Students will interpret artistic use of design elements and principles in an illustration advertising and design.
Objective 2
Students will interpret design strategies in illustration advertising and design.
Objective 3
Students will demonstrate an ability to verbally and visually express an advertising campaign to a client using varied professional strategies. (Powerpoint, Storyboards, etc.)
Standard 9
The students will understand the importance of employability and professional work habits.
Objective 1
Students will demonstrate a knowledge of professional work standards.
- Punctuality
- Dependability
- Attendance
- Craftsmanship
- Following directions
- Workplace behavior
Objective 2
Complete a job application.
Standard 10
Students will be able to demonstrate safe practices.
Objective 1
Demonstrate knowledge of proper ventilation
- Identify materials and techniques that require proper ventilation
Objective 2
Identify and use proper safety equipment and techniques
Objective 3
Identify hazardous chemicals and solvents, their proper handling, disposal, and safety procedures if an accident occurs
Objective 4
Know how to access and read material safety data sheets
Objective 5
Report shop, environment, or safety equipment, problems, violations to the Instructor.
Objective 6
Clean and maintain an orderly work area.
Standard 11
Students will be able to understand and practice copyright laws, ethics and legal issues dealing with photography as identified in United States Code Title 17 Chapter 1 Section 101.
Objective 1
Define copyright.
Objective 2
Other definitions
- Audiovisual works
- Computer program
- Copies
- Copyright owner
- Digital transmission
- Financial gain
- Pictorial, graphic, and sculptural works
- Work of visual art
Objective 3
Students will practice ethics and rules governing photojournalism (i.e. Editorial content must not be changed)
Objective 4
Students will practice correct usage of copyright laws (i.e. the right to reproduce, manipulate, distribute, plagiarize or exhibit another photographer’s work outside of fair use provisions)
- Time limitations
- Portion limitations
- Text material
- Illustrations and photographs
- Copying and distribution limitations
Objective 5
Students will demonstrate understanding of ethics related to social and legal issues in subject choice (i.e. model releases, image appropriateness, and cultural sensitivity)
Standard 12
The student will understand the need for professional development.
Objective 1
Complete a personal inventory.
Objective 2
Set and meet goals.
Objective 3
Be self‐motivated.
Objective 4
Know how to make decisions.
Objective 5
Know how to manage time.
Objective 6
Organize personal belongings and lab equipment.
Objective 7
Learn to communicate verbally.
Objective 8
Write effective communications.
Objective 9
Establish a personal reading program.
Objective 10
Develop effective work skills and attitudes.
Objective 11*
Master a working knowledge of SkillsUSA.
- State the SkillsUSA motto.
- State the SkillsUSA creed.
- Learn the SkillsUSA colors.
- Describe the official SkillsUSA dress.
- Describe the procedure for becoming a SkillsUSA officer.
Standard 13
The student will understand the need for leadership skills.
Objective 1
Serve on a committee.
Objective 2
Prepare an agenda.
Objective 3
Assist in planning a meeting.
Objective 4
Review basic parliamentary procedure.
Objective 5
Participate in a school project.
Objective 6
Attend a community meeting.
Objective 7
Practice effective speaking.
Objective 8
Present a three‐ to five‐minute talk.
Objective 9
Implement a leadership project.
Objective 10*
Master a working knowledge of SkillsUSA.
- Describe the meaning of the SkillsUSA emblem.
- State the SkillsUSA pledge.
- Describe the duties of a SkillsUSA officer.
Standard 14
The student will understand the need for career planning.
Objective 1
Define your future occupation.
Objective 2
Survey employment opportunities.
Objective 3
Report on a trade journal article.
Objective 4
Explore opportunities for advanced training.
Objective 5
Conduct a worker interview.
Objective 6
Contact a professional association.
Objective 7
Explore entrepreneurship opportunities.
Objective 8
Give a talk about your career.
Objective 9
Review career goals.
Standard 15
The student will understand the importance of employability and work habits.
Objective 1
Develop a list of work standards to follow at school and on the job.
Objective 2
Evaluate your personal ethics against acceptable workplace ethics.
Objective 3
Build a job search network.
Objective 4
Find job leads.
Objective 5
Write a resume.
Objective 6
Create a job portfolio.
Objective 7
Complete a job application.
Objective 8
Write a business letter and memo.
Objective 9
Participate in an actual or simulated job interview.
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