Advertising and Design

Specific Competencies and Skills Tested in this Assessment:

Computer Literacy

• Demonstrate knowledge of computer terminology
• Identify and operate peripherals and other network devices
• Demonstrate appropriate knowledge, security, and use of software (e.g., securely sending PDFs)
• Apply basic troubleshooting and maintenance skills (e.g., troubleshooting peripherals)
• Demonstrate file management and storage skills (e.g., naming convention)
• Describe procedures involved with importing and exporting

 

Typography

• Demonstrate knowledge of typographic terminology
• Identify the anatomy and classification of type
• Demonstrate understanding and calculation of type measurements
• Identify and use proofreader’s marks
• Demonstrate understanding of typography adjustments (e.g., tracking, kerning, readability)
• Set type through character and paragraph formatting
• Choose and apply appropriate typeface

 

Digital Literacy and Application

• Demonstrate knowledge of basic design terminology (e.g., margin, trim)
• Exhibit knowledge of design elements and principles
• Exhibit knowledge of database management and variable data printing
• Demonstrate techniques of 2-D design
• Demonstrate techniques of 3-D design
• Produce project to client specifications
• Describe characteristics of design for different media (e.g., logos, magazines)
• Choose appropriate visual stages of layout (e.g., thumbnail, comprehensive)
• Demonstrate understanding of related math (e.g., proportion, percentage) 
• Demonstrate ability to solve design problems

 

Color Theory and Application

• Identify color theory terminology (e.g., margin, trim)
• Demonstrate the use of color to create impact or effect
• Identify colors to obtain shades, tints, or neutrals
• Choose and apply appropriate color scheme
• Identify correct use of RGB and CMYK colors 
• Identify and utilize Pantone Matching System (PMS)

 

Digital Illustration and Drawing

• Identify drawing and digital illustration terminology
• Identify drawing tools and materials 
• Render drawings to reflect various perspectives (e.g., three point)
• Utilize different drawing techniques (e.g., stippling)
• Modify illustrations (e.g., thickness)
• Identify ways to import, export, and save images with peripheral devices

 

Production and Printing

• Identify production and printing terminology
• Demonstrate proofing and preflighting, and final production
• Determine what media/medium works best for a project and what to designate when specifying for output

 

Communication and Career Skills Within the Work Environment

• Identify safe practices and health risks
• Identify careers within digital media and visual communications
• Apply communication skills for marketing
• Demonstrate knowledge of ethical use (e.g., copyright infringement)

 

Multimedia

• Define multimedia and photography terminology
• Demonstrate use of cameras and accessories
• Demonstrate knowledge of post-production with cameras
• Define aspects of audio technology
• Demonstrate understanding of the preparation of multimedia presentations (e.g., HEIF files)

 

Digital Image Manipulation

• Identify image terminology (e.g., vector)
• Identify and explain various file formats (e.g., .pdf, .jpg, .png)
• Identify appropriate resolution for projects
• Manipulate images (e.g., masking, saturation)

 

Written Assessment:

Administration Time: 3 hours

Number of Questions: 202

 

Areas Covered:

Computer Literacy: 14%

Typography: 12%

Design Literacy and Application: 20%

Color Theory and Application: 10%

Digital Illustration and Drawing: 10%

Production and Printing: 7%

Communication and Career Skills Within the Work Environment: 7%

Multimedia and Photography: 12%

Digital Image Manipulation: 8%

 

Sample Questions:

A sequence of numbers that uniquely identifies computers connected to a network is a/an

1. FTP
2. VPN
3. IP address
4. URL

 

The process of adding or subtracting space between specific pairs of type characters is

1. tracking
2. kerning
3. leading
4. baselining

 

When a design has all its visual elements equally balanced, the design is called

1. symmetrical
2. asymmetrical
3. uniform
4. geometric

 

The order in which the human eye perceives what it sees is referred to as 

1. balance
2. symmetry
3. rhythm
4. hierarchy

 

RGB colors are

1. rose, green, bright
2. neutral
3. warm
4. red, green, blue

 

A series of anchor points and line segments can connect to form a/an

1. fill
2. closed path
3. detached path
4. color

 

PDF documents are ideal for printing because

1. their file sizes are small
2. their fonts and images are embedded
3. they can be emailed
4. they can be opened in a short amount of time

 

A person responsible for overseeing all aspects on design projects is called the

1. Web Design Manager
2. Sketch Artist Coordinator
3. Entry-Level Designer
4. Art Director

 

Consecutive motion of a still image will create

1. effect
2. layering
3. vectors
4. animation

 

Increasing the resolution of a bitmap graphic will result in 

1. poor image quality
2. true color usage
3. better image quality
4. greater flexibility for transferring an image

 

 

Performance Assessment:

Administration Time: 2 hours and 45 minutes 

Number of Jobs: 2

 

Areas Covered:

62% Design:  Computer Comprehensive – Prepare and Print Files

Participant will use the materials and tools provided to create a final computer comprehensive. Steps will include following the specifications provided for the layout, obtaining digital images from the evaluator, and notifying the evaluator when the job is complete.

 

38% Layout – Redesign

Participant will convert the provided image to a monochrome, add the image to the flyer, change the opacity, rename and save the file, export the file as a PDF, print, and notify the evaluator when the job is complete.

 

 

Sample Job:

Layout: Redesign

Maximum Time:   45 minutes

Participant Activity: The participant will convert the provided image to a monochrome using raster image editing software, add the converted image to the flyer from Job 1 placing it behind the circular text, change the opacity of the newly placed image, rename and save the file, export the file as a print-ready PDF, print final computer comprehensive, and notify the evaluator when the job is complete.