Name: _______________________ Class: _________ Teacher: ___________________

General Design Photography Unit 3 DUE:

Year 12 TERM 2 - WEEK 2
Production Task

Task 2 PRODUCT DESIGN

Weighting: 15%
Photography is the single most important element of most advertising campaigns. Its the image that first attracts the viewer.
Its also the last thing the viewer usually remembers after turning the page. Advertising images may be used on billboards and in
magazines, on posters and on flyers. They could incorporate complex graphics and use the very latest post-production
techniques to show that the company is on the leading edge.
[Ben Chapnick, Black Star Images]

Your task is to Choose ONE PRODUCT OR SERVICE from which to develop and produce an A4 Advertisement
designed for print. Consider the different skills, techniques and equipment photographers use to achieve their final
designs. You will be required to investigate the codes and conventions of commercial advertisement layout design.
Also consider the purpose behind the product and how society and culture impact on the production and
presentation of the work. You will be required to use the design process to help you explore the different techniques
used in your chosen theme. You will also incorporate a range of editing skills developed throughout the course into
your design.

OUTCOMES 2, 3 & 4:
Students generate ideas to develop and refine design solutions as part of the design process to develop
design solutions.

Students use skills, techniques and methods to plan, construct and produce design creations.

Students understand the relationship between design, society and culture.

Students will be able to demonstrate the following;

Identify codes and conventions in a range of product adverts.
Develop photographic and editing techniques to produce images for print
Develop Print design skills incorporating InDesign and print finishing techniques.
Follow the design process to complete the production of a design based on a client brief.

Timeline:
Begin Task: Term 1 Week 8 [5 weeks]
Task Due: Term 2 Week 2

What you need to do:

Explore a range of techniques used in the production of different product advertisements.
Demonstrate the use of the design process to complete a design based on client brief
Production of a A4 Product Advertisement Layout demonstrating your skills & knowledge of commercial
product design & advertisement
A4 Product Advertisement Layout should be suitable for print production using Photoshop & InDesign.
 Task 5 Calendar Design
Exploration of Advertising Styles
(Evidence of research, referencing, note-taking, summarising & evaluation of information.)
Demonstrates clear, detailed and accurate research & well documented evaluation of advertising styles &
9-10
techniques. Includes detailed references.
Demonstrates well documented research with some evaluation of advertising styles & techniques. 7-8
Includes some references.
Demonstrates some research however lacks evaluation of advertising styles & techniques. Attempted 5-6
referencing.
Limited research into advertising styles & techniques has been made. No evidence of referencing. 3-4
No attempt has been made. Work is incomplete. 0-2
Design Process and Production Technique
(Evidence of understanding of design process & production technique: idea generation/ideation, design development, refinement production
and evaluation including referencing OSH)
Demonstrates a clear and proficient use of a design process and production technique 9-10
Demonstrates competent use of a design process and production technique 7-8
Uses a design process and production technique. 5-6
Minimal evidence of use of a design process and production technique. 3-4
Minimal evidence of use of a design process & incomplete production 1-2
No attempt to use a design process and production technique. 0
Application of skills and techniques
(Evidence of competence, control and manipulation of design skills and techniques)
Consistently & effectively employs a broad range of skills and techniques suited to the task. 9-10
Competently employs a range of skills and techniques generally suited to the task. 7-8
Employs a moderate range of skills and techniques, some of which are unsuitable to the task. 5-6
Employs a limited range of skills and techniques, some of which are unsuitable to the task. 3-4
Little to no evidence of the use of skills and techniques largely unsuitable to the task. 0-2
Final Presentation
(Evidence of photographic style elements and techniques; presentation format and display shows consideration)
Designs Applies design elements and principles selectively and effectively to communicate the 9-10
photographic style in a clear & informative manner.
Designs applies some design elements and principles to communicate the photographic style in an 7-8
appropriate way to clearly communicate the design process
Designs communicate the photographic style clearly with minimal thought given to design elements & 5-6
principles in the presentation.
Displays no evidence of the application of design elements and principles. One Design is complete
3-4
however contains work that is ineffective in communicating the photographic style.
Designs are incomplete with no evidence of visual design or communication skills. 0-2
_____
TOTAL
40
COMMENT:

TASK 2: DESIGN PROCESS FLOW CHART 2

 SECTION 1: EXPLORING PRODUCT & SERVICE
ADVERTISEMENTS
Photography is the single most important element of most advertising campaigns. Your goal is to
design and produce An A4 Advertisement Layout that is suitable for printing and presentation.

Consider the type of product or service you wish to advertise. You will need to explore the
following;
target audience characteristics,
Codes & Conventions of adverts
Typography & Semiotics
Camera & editing techniques

Some suggestions are below

Choose ONE Product or Service from the list below to explore.

PRODUCTS SERVICES
Food / drink Education
Clothing Health
Jewellery / Accessories Finance / banks
Health care / beauty products Insurance
Toys / games Charities
Electronics Clubs
Tools Other teacher approval
Other teacher approval

TASK 2: DESIGN PROCESS FLOW CHART 3

SECTION 2: DESIGN PROCESS
STEP1: Develop a Client Brief
Describe the requirements of the task and explain the factors you may need to consider in the
development of your design such as; time-management, equipment required, editing software skills
and knowledge. Also consider the following;

The clients need / audience

Purpose
Context
Limitations, expectations, considerations
Presentation Format

We have a list of requirements for this task to complete before we can hand it in fully. These include:

Demonstrating clear, detailed and accurate research & well documented evaluation of advertising
styles & techniques. Includes detailed references.
Demonstrating a clear and proficient use of a design process and production technique
Consistently & effectively employing a broad range of skills and techniques suited to the task.
Design Applies design elements and principles selectively and effectively to communicate the
photographic style in a clear & informative manner.

These are the requirements that we need to fulfil to complete this task to a high standard.
I will need to consider several factors of this assignment that may slow or speed up the process of
completing this task. Some of these factors include:

Time-Management
Equipment required
Editing software skills
Knowledge of basic advertisements
The clients need / audience
Purpose (Of the advertisement, I.E, To inform / entertain / educate)
Context (Of the advertisement, I.E, Date / Time)
Limitations, Expectations, Consideration
Presentation Format
Target audience / Product

TASK 2: DESIGN PROCESS FLOW CHART 4

STEP 2: Research Advertisement Designs
Conduct research and write notes you may need to help you develop your understanding of your
chosen product. Consider the following

Describe key elements that make up the design

Techniques used Photographic and editing tools
Identify the design elements and principles used to attract and inform the target audience.
Provide examples and evaluate the effectiveness of the designs.
Reference your sources of information

NOTETAKING:
Using the Cornell Note taking Method write down the key information you find. Start with a Focus Question (e.g. How is
Landscape photography used in society?); then use sub headings to organise your information. Use dot points and write
in your own words (DO NOT COPY & PASTE). You can Copy example images for reference.
Remember to Reference your sources - http://www.citethisforme.com/

TOPIC / FOCUS QUESTION:

HEADINGS NOTES:
Editing: I will bring up the contrast and dim the brightness while giving the photo of my
toy more saturation. I will do this in Photoshop to make the colours pop out
more, making it more appealing to my target audience.

Studio Productions: I will be using the studio that has been provided for us. I will be sure to capture
several photos of my product with different lighting and positions and pick the
best one for my target audience.

Elements and
principles: Elements:
Shape, Texture, Colour
Principles: Contrast, Balance, Symmetry

REFERENCING:
STEP 3: Generating Ideas (Brainstorm)
Consider a range of design elements, layout strategies and text you may need to consider or
incorporate into your design.

HINT: use the following brainstorming to tool - [https://bubbl.us/] (screenshot & paste)

COMPLETE

TASK 3: PHOTOGRAPHY STYLES 6

STEP 4: Developing Design Ideas
Having the fundamental design features of your style in mind, generate a range of design ideas you
could incorporate to produce an attractive and effective design. (Consider your access to
equipment, time limitations and technical skills)

Hint: Sketch out different ideas and layouts, scan & paste into the document

IDEA 1:

TASK 3: PHOTOGRAPHY STYLES 7

TASK 3: PHOTOGRAPHY STYLES 8
STEP 5: Design Refinement / Production
Draw detailed sketches with annotations showing how you would like your final designs to appear.
Annotations should include any technical information, editing requirements as well as the design
elements and principles used.

TASK 3: PHOTOGRAPHY STYLES 9

 STEP 6: PHOTOGRAPHIC PLANNING & PRODUCTION

PLANNING:
Sketch out your photoshoot planning. Include the setup, techniques to be used, considerations to be
made, take note of possible future editing requirements.

TASK 3: PHOTOGRAPHY STYLES 10

COMPLETE

PHOTO PROOF SHEET:

Take a screen shot of your photograph thumbnails. Make annotations of your final images chosen.
Explain why you chose those shots. Make annotations detailing why others were not chosen and
discuss techniques used and any issues you faced in producing the images.

TASK 3: PHOTOGRAPHY STYLES 11

STEP 7: Editing & Layout Production
Using screen-shots and annotations provide detailed documentation which demonstrates clear and
proficient use of a range of design and technical techniques used in the production of the final design.

TASK 3: PHOTOGRAPHY STYLES 12

STEP 8: FINAL DESIGN
Save your final copy of your designs as a JPEG and place a copy below.

TASK 3: PHOTOGRAPHY STYLES 13

TASK 3: PHOTOGRAPHY STYLES 14
STEP 9: Self Evaluation
Explain how you have used design elements as well as the technical and editing techniques
effectively to reinforce the chosen photographic style.

Explain what you think will attract your main audience to your design. Explain how you have used
communication strategies effectively to draw in attention.

How do you feel about your design as a whole? What are the strengths and weaknesses of your
design? What other possibilities could you have explored?

What have you learnt? What skills and knowledge will you like to develop further?

NOTE FOR PORTFOLIO:

On completion of the assessment task upload a copy of your planning documents and final design to
your portfolio website. Write a short description of the task and display your final designs.

TASK 3: PHOTOGRAPHY STYLES 15