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Criteria for Visual Designers

1. CONTEXT

Candidates should frame the project by explaining the client’s context, their objectives and preferred outcomes. An ideal presentation demonstrates a clear understanding of target audiences and identifies any restrictions or special considerations directly related to the final design products.

  • Clarity: Do you understand the purpose of the projects, and have you clearly defined project objectives?
  • Knowledgeability: Have you demonstrated a depth of knowledge about your clients, their audiences and the challenges being addressed?
  • Proficiency: Have you presented observations and details about your clients and audiences in an appropriate and professional manner?

2. PROCESS 

Candidates should identify the steps they take in their design process (either from the perspective of practitioner or manager). An ideal presentation will show how the projects start to take shape through concept development, production planning and strategies created for unforeseen circumstances.

  • Appropriateness: Do your strategies connect with project challenges, and fit well with your clients and their target audiences?
  • Originality: Are your design approaches tailored to address your specific clients and/or their audiences needs?
  • Proficiency: Does your concept development demonstrate professional design skill or expertise?

3. SOLUTION 

Candidates should offer solutions to design challenges that are well-executed. (In the case of design managers, describe how your design management strategies helped ensure an effective solution that achieved goals and objectives.) An ideal presentation will demonstrate a knowledge of design principles that are connected to specific parts of the design challenges.

  • Compatibility: Does the work display design elements that connect appropriately to their intended audiences?
  • Originality: Are the solutions clearly linked to the project challenges and developed through design strategy?
  • Proficiency: Have you competently demonstrated and communicated appropriate design principles?
  • Quantitative and/or Qualitative Evidence: Have you shared audience data or client testimonials that indicate positive project outcomes?
  • Relevance: Do your project results connect with the initial project goals that were established with your clients?
  • Proficiency: Have you competently delivered and communicated appropriate design solutions?