Professional practice is another theory area where questions are asked in the exam. Also, you will have a SAC on professional practice and therefore, is important to know an overall of what they are/what they do.
Here is a list of some designers:
- Mark Wilken
- Stephen Cornwall
- Luke Middleton
- Prue Metcalfe
Professional PracticeThis includes stages 1-5 from the other thread (See
http://vcenotes.com/forum/index.php/topic,9350.msg119872/topicseen.html#msg119872), but also has stages 6-7 which will be explained below.
• Stage 6 – Application- Once the designer has the client’s approval, they can start on the final product
- For a house; building can begin, fashion; construction can begin, business; printing
- The designer might need to enlist the services of specialist personnel
- Only on a very small task, such as mail-out flyer, could the designer work with this support
• Stage 7 – Production and evaluation- When final presentation is completed the designer again must have the design evaluated
- This can take many forms
- The first to evaluate is the client, then the employees
- Or potential clients who like their work
Summary of Professional Practice from Guthrie
* The professional designer and the client meet to discuss a specific communication need
* A design brief is developed to reflect the nature of the need, its financial and creative constraints and its purpose, audience and context
* The professional designer begins research to gain a greater understanding of the communication need
* The professional designers begins to generate ideas, sometimes in isolation and sometimes as part of a design team
* A selection of a limited number of possible concepts is made so that refining of the solution can proceed
* The professional considers design elements, design principles, materials, methods and media as part of the refining process
* The professional designer meets with the client and presents a range of possible solutions for evaluation relevant to the brief
* Trials and mock-ups are developed to test potential solutions
* The professional designer develops the selected solution(s) for final production
* The professional designer interacts with specialist personnel to ensure that final production proceeds according to his/her specifications
* The final presentation is evaluated to gain the client’s, interested specialists’, and the audience’s reaction
Understanding Professional Practice• Freelance designers- Are Individuals who work independently of a design or business organization
- Often are the smallest of small businesses, sometimes a 1 person firm
- They may work from a home-based office or in a shared studio with other people
- Freelance designers, illustrators, photographers, animators work from direct contact with clients
• Design firms- Designers work for firms, which vary in size from small partnerships to large organizations
- They rarely work on a project alone but are part of a team
- They may contain project managers, contractors and directors
• “In-house” Design Studios- Large organizations often employ designers to manage ‘in-house’ design tasks
- Many government organizations and private companies have full time design teams working for them
- These may include: automotive manufacturers, film production, hospitals
• The design brief- Defines the need, target audience and the purpose of the visual communication
- It may also include time, cost, context and final presentation
• Research- Used for finding information and Inspiration
- Can come from Internet, books, magazines
• Design and Production- They may require external services to produce their product
- The client must agree to the product
• Evaluation- Evaluating the final concept, designers must use a range of methods
- The client must like it
- Factors like sale figures and financial turnovers provide more concrete indicators of the success of a design
Note: Professional practice is
Outcome 3 of Unit 3. It is worth 20 marks and the task if to
Discuss the roles and relationships involved in the design and production of visual communications in the context of professional practice.You may be meeting a professional designer and she/he will be giving a talk about what they do and how they go about it. Most of your answers will be from what they say but you must also know a little background and overall of what professional practice is.
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