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VCD Unit 3 AOS 1 Introduction Menu

Analysis and practice in context.

Outcome 1

On completion of this unit the student should be able to;

  • create visual communications for specific contexts, purposes
    and audiences that are informed by their analysis of existing visual communications in the three design fields.

What you will do

This task is from the fields of environmental, industrial and communication design.

This Outcome is divided into three sections. One for each design field. Each of these sections is then divided into two parts. The first is an analysis and the second is a practice task. In all there will be six assessment tasks. Each will contribute to your study score.

We will begin each section with analysis of designs within each field. You will analyse how design elements, design principles, methods, media and materials are used in visual communications for particular purposes for targeted audiences.

We will then draw on these analyses to inform the design of new products for different purposes, target audiences, in different contexts and using different presentation formats. Students will also describe connections between new and existing designs.

You will do observational, visualisation and presentation drawings using a range of two and three-dimensional, manual and digital-based methods and media.

You will develop the complex and multi layered design skills needed to undertake the SAT later in the year and ensure that you have gained sufficient experience in all of the two and three-dimensional drawing methods necessary for the end of year examination.

Quick menu

Click the links below to visit each of the six parts of this Area of Study.


Before we start let's make sure we have a firm understanding of the scope and differences in key characteristics of each of the three design fields.

Click the image at right to visit this page on Design Fields and complete the tasks below.

tasks 1

Design fields
1.1 Design fields

Make a heading on a new sheet of paper. List each design field leaving a space between them for further information.

Collect images of two different visual communications within each field. Use the 'Jobs in this field' heading to guide you. Identify exactly which pieces of design you have collected. For instance, web design.

1.2 Distinguishing characteristics

Read the section on Distinguishing Characteristics' for each design field. Collect two example visual communications listed ensuring at least one of the examples is one of the underlined examples.

Label and describe each example.


Collect one more example of visual communications in each field. This time your example must demonstrate considerable input from one of the specialists assisting in this field.

Identify the kind of visual communication you have found, the kind of designer who would be responsible for it,  the specialist assisting and describe how they may have collaborated with the designer.

For example, I may have found a piece of web design. The web page would have been planned by a graphic designer to ensure that the typographic and spacial layout including colours and use of the company logo match the style guide for the collection of graphics used by a particular company. A web developer would then have assisted by creating a functional user interface and building a functioning prototype of the site that could be pitched to the client. The web developer would have advised the designer on what size, file type and resolution images should be. This would have ensured a smooth professionally functioning site.

1.4 Presentation formats

Visit my page on Presentation Formats by clicking the image below. There are a variety of presentation formats that students of Visual Communication Design can use to communicate ideas in each design field.

Look through the list on the page. List one two-dimensional and one three-dimensional presentation format that you could use if your were designing in each field.