Unit Title: Communication of Design Ideas
Unit Credit Value: / 5Unit Level: / Two
Unit Guided Learning Hours: / 30
Ofqual Unit Reference Number: / A/602/0681
Unit Review Date: / 31/07/2019
Unit Sector: / 9.2 Crafts, Creative Arts and Design
Unit Summary
This unit enables learners to research how design ideas are communicated, and to apply methods and techniques to communicate their own design intentions.
In this unit learners should identify the situations where designers communicate their ideas and research the range of methods and techniques that they use to do this. They may develop their skills in communicating their own design ideas through selecting and applying appropriate methods and techniques when presenting their work.
Unit Information
It is expected that before the unit is delivered, the tutor will have read the Qualification Specification to ensure all conditions regarding Rules of Combination, delivery, assessment and internal quality assurance are fulfilled. Additional guidance is available below as Assessment Guidance for Learning Outcomes and Assessment Criteria in bold.
This unit has 2 learning outcomes
LEARNING OUTCOMES / ASSESSMENT CRITERIAThe learner will: / The learner can:
- Be able to investigate the methods used by designers to communicate ideas
- Be able to use techniques, technology and media to communicate ideas
Assessment Guidance
Assessment evidence for this unit will involve a blend of submitted practical work and tutor observations. Learners may submit research folders or journals, supported by a presentation and/or discussion.
Learners may submit practical work involving any combination of sketches, annotated drawings, roughs, notes, visualisations, mock-ups (handmade and digitally generated), samples and ideas for prototypes.
Learning Outcome 1
Investigate the methods used by designers:
Investigate: to consider for example case studies, questionnaires, official bodies e.g. Design Council etc.
Functions: to consider for example personal, team-based, formal etc.
Test methods: for example techniques, media, drawing methods (e.g. handmade, sketches), computer-based (e.g. digital imaging, vector based graphics), 3D software (e.g. CAD, 3D modelling) etc.
Learning Outcome 2
Use techniques, technology and media to communicate ideas:
Techniques, technology and media: for example drawing, computer-generated, verbal information, text etc.
Delivery
Learners should be taught how to investigate examples of designers’ work and to explore the techniques and methods they have employed to communicate design ideas in their work, across as wide a range of disciplines as possible, to ensure learners explore a variety of applications. This may be supported by visits to galleries, museums, current exhibitions and online research. The Design Council website contains links to examples of designers’ work. If available, a seminar/presentation by a practitioner may be arranged, where learners can see examples of design ideas and the techniques employed to communicate them. Learners can work to a set brief that requires them to develop a design idea and apply techniques, technology and methods to communicate their intention, seek feedback and responses and try out presentation techniques, supported by tutor demonstrations.
Learners should also be taught how to prepare material to support verbal presentations such as prompts and notes, as well as written information. Communication skills should be reinforced when possible. Learners may benefit from repeated practice when presenting ideas.
If possible, engaging the assistance of a local designer for a practitioner talk/seminar would benefit the delivery. It is important that learners are aware of the requirement for communicating ideas i.e. clarity and sound presentation methods, and practitioners can provide up-to-the-moment advice and experience on this. Design ideas may also be communicated through the learners being asked to pitch for a simulated brief, or it may be possible to engage local commerce/organisations for a live project.
There are a number of support services available, as follows:
Vocational learning support resources:
- Learning and Skills Network –
Business and finance advice:
- local and regional business link – www.businesslink.gov.uk.
Creative and Cultural Skills ( the Sector Skills Council for design has launched the web portal Creative Choices ( This portal has a range of information about careers in the design sector, including job descriptions.
Evidence Requirements
Evidence of practical ability must be demonstrated.
Resources
Centres should provide studio/classroom space for general research. Learners should have access to information detailing a wide range of design applications and the current practice in communicating design ideas. Learners will require access to practical studios when developing their design ideas; the range of these will depend on the scope offered the learners and the resources available in the centre. IT resources will be required for learners pursuing digital-based design work//presentations.
Books
Dawber M — Big Book of Fashion Illustration (Batsford, 2007)
Hudson J — 1000 New Designs 2 and Where to Find Them (Laurence King, 2010)
Lidwell W et al — Universal Principles of Design: 115 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions and Teach Through Design (Rockport, 2010)
McKelvey K and Munslow J — Fashion Design: Process, Innovation and Practice (John Wiley, 2009)
Rudge I and Rudge G — 1000 Interior Details for the Home and Where to Find Them (Laurence King, 2009)
Journals
Creative Review
Design Week
Selvedge
Textiles Magazine
Websites
Art and design software
Design Council – disciplines, links and articles
The website of the Design Trust
The website of a gallery dedicated to contemporary drawing
The website for the Victoria and Albert Museum
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