Unit 27 - LO4
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Description
DIGITAL GRAPHICS M/601/6630 LO4 - Be able to create and modify graphic images to meet user requirements
Learning Outcome (LO) The learner will:
Pass The assessment criteria are the pass requirements for this unit. The learner can:
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Know the hardware and software required to work with graphic images
P1
Describe the hardware and software used to create and edit graphic images
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Understand types of graphic images and graphical file formats
P2
Explain how different types of graphic images relate to file formats
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Be able to use editing tools to edit and manipulate images
P3
Demonstrate the use of editing tools to edit and manipulate images
M1 Use advanced editing tools to enhance images
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Be able to create and modify graphic images to meet user requirements.
P4
Create original graphic images to meet a defined user need
M2 Combine original and edited images to meet a user need
P5
Modify images as a result of user feedback
P6
Explain the potential legal implications of using and editing graphical images
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Merit For merit the evidence must show that, in addition to the pass criteria, the learner is able to:
Distinction For distinction the evidence must show that, in addition to the pass and merit criteria, the learner is able to:
D1 Evaluate how different delivery mediums for graphics influence file formats
D2 Evaluate how final images meet user requirements
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For P4, learners must evidence the creation of the original graphic images they have created (a minimum of three original graphic images should be created). They must refer to the user needs to explain why they have made the choices they have when creating the graphics. This could be evidenced through the use of screen prints in a presentation or report or a video capture, including sound, of the work as it is being carried out.
For the Merit assessment criterion M2 learners include combining original and edited images to meet a user need. Evidence would be the combined original and edited images supported by annotated screen captures if appropriate. The user requirement must also be presented.
For P5, learners should provide evidence of user feedback; this could be through questionnaires or testing. Learners must then show the modifications they have made to the images based on this feedback. This could be evidenced in the form of annotated before and after screen captures showing how they have made these changes and why.
The Distinction assessment criterion D2 could be evidenced through a report or presentation to the user which gives an evaluation of how their final images meet the requirements given to them. For P6 Learners must explain about the potential legal implications of using and editing graphical images to include the listed items in the teaching content under legal implications. This could be in the form of an information leaflet.
Criteria Criteria Scenario Scenario Tasks 1 Tasks 2
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Learners can be shown how to create original images using cameras (they will be shown techniques for taking good photographs – leading lines, rule of thirds), scanners. They should shown how an image can be created within a graphics software programme of their choice. Within the centre learners can be shown pre-prepared images and in a team review these images and understand how feedback can be gained and used. Learners should explore how feedback can be gained from questionnaires (the use of open and closed questioning), interview, conversation and opinion polling. Learners should be shown different images and different scenarios so they can look at appropriateness of audience and client use. Some of the sources for stock images can be used within this LO in order to gain a good range of images. They should explore the differences in file sizes and quality for printing and download speeds for web based images as well as graphic quality depending on size of the image e.g. large size for hoardings down to graphics created for mobile phone icons. They should consider how the images could be modified to improve their appearance based on the feedback they have shared. As a group they could evaluate whether the images meet their intended requirements. Learners should be taught about legal issues surrounding copyright images and ownership; they may look at different websites with copyrighted images and copyright free images. They may also research into legal frameworks that exist with regard to copyright law, intellectual property rights, photo permissions and releases (model releases, location permissions) and how to acknowledge and reference sources. Scenario
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Mob Mentality is a new start-up personal mobile sales company who sell Mobile and emerging technologies that are seen as too difficult to get hold of such as the New Ring Clock, Foldable Phones, GlucoM Writstband, 3d printers and other luxury goods and Techy Toys. They are new to the market but have every intention of using their advertising to promote the company so it is important that their Logo is memorable as well as interesting. The Logo is not allowed to be product specific but they will be focussing on Smart technologies. They will also need a Static Web Banner that best displays a range of goods in an interesting manner and this will include a small range of new and emerging technologies that might interest the user as well as capture their intention. This banner will be the main focus of the Company’s webpage so all the rules associated with banners should apply. It needs to be consistent in manner and colour scheme of the logo to maintain a level of consistency. They will also will want to create a road side hoarding to advertise the company, this image will be quite large and needs to engage and interest the customer within the first 5 seconds. It needs to be interesting, intriguing and contain the corporate image somewhere eon the hoarding. It needs to be consistent in manner and colour scheme of the logo to maintain a level of consistency.
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Based on the client brief provided, you need to clarify their needs for each image. Purpose – State the needs of the client for all three images in terms of quality, expectation, intended use and finished intent and why this needs to be a consideration. Audience – State the target age group, category and demographic of the target audience and why this needs to be a consideration. House Style – specify the intended similarities among the images in terms of colour, layout and meaning and why this needs to be a consideration. Size of graphic – State the creation dimensions of the graphics and the final expected display dimensions and why this needs to be a consideration. Delivery Method – State where and how the completed images will be displayed and how this needs to be a consideration in their creation. Timescales - State the timescale limitations of the three graphics and how this needs to be a consideration in their creation. Production costs - State the expected Production Costs of the three graphics and how this needs to be a consideration in their creation. For example, costs to time, Work in Progress Materials, Example Printing costs. P4.1 - Task 1 - Identify client’s needs for the production and output of the three company images. Purpose
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House Style
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For at least two of your three images it will be necessary to source external images for editing and manipulation. These images need to be appropriate for the theme and in line with the house style of your company. From the previous task you will have decided the company colours and intended design features. Copyright and quality need to be a consideration when collecting the images, also the authenticity of the source materials, dimensions and content. P4.2 – Task 2 - Source and collect images from three different sources, camera, scanner and royalty free websites and state the reasons for your choice of image. Scenario
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Taking into consideration the production skills gained from LO3, carry out and create the three images. There are limitations on the graphics that need to be considered from previous tasks, these must be explained in the demonstration of skills. Remember to evidence the stages from initial page set up and dimensions to their finished products. The production demonstration must also link to the client brief specifically in terms of House Style, Costs, Expectations, Intent and needs of the audience. P4.3 – Task 3 - Create a Company Logo using vector Tools that meets the needs of the Client. M2.1 – Task 4 – State with evidence how the user requirements have been met in the creation of the Company Logo. P4.3 - Task 5 – Create a Company Banner using Bitmap Tools that is in line with the Client Brief. Remember that the use of a scanned image, Camera Image and Sourced Inage must be evidenced. Images will need to be edited and combined within the finished product. M2.1 - Task 6 – Combine original and edited images to a professional degree to meet a user need. State with evidence how the user requirement have been met on the Company Web Banner. P4.3 - Task 7 – Create a Company Advertising Hoarding using Bitmap Tools that is in line with the Client Brief. Remember that the use of a scanned image, Camera Image and Sourced Inage must be evidenced. M2.1 - Task 8 – Combine original and edited images to a professional degree to meet a user need. State with evidence how the user requirement has been met with the Company Hoarding. Scenario
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Even with the products completed there are constraints that need to be taken into consideration for the production of any image. ◦ Format – Vector vs. Bitmap, a vector image can be recreated and saved as a bitmap image within any decent art package, layers will be flattened, white space within the image will become non-transparent, DPI will be taken into account for the first time and finished output will affect the quality. However, Bitmap cannot be converted to Vector, in fact any bitmap file on a vector image makes it a bitmap image. Bitmaps are not scaleable. ◦ Size – It is always a rule to make your image as large as possible to maintain the image quality. With a vector this is not important but with Bitmap quality will not be reduced if the image is printed smaller but will if the image is printed larger. Compensation for this with increased resolution can help but only to a degree. File size becomes an issue. ◦ Resolution – The higher the resolution the better the image, specifically when printing but this can be restricted if the printed is 600dpi. Screen resolution will make the image better quality but the higher the resolution, the larger the file size. ◦ Colour – Most printers have either one colour wheel or the other, RGB or CYMK. If a saved RGB file is sent to a CMYK printer, the printer reallocates the colour tones to its own range. This can cause a slight colour difference and slow down the processes as the printer is calculating colour changes. Printing on glossy paper with enrich the colours, using a laser printer will create a postscript of the file which will benefit the colour matching. Scenario
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◦ Compression/optimisation - These will happen for a reason, either to shrink down the file size, make them more web compatible, allow the file to print faster, or because the image can handle a small amount of reduction without impacting on quality. With Vector this should not be a consideration as the file size will already be reduced. They should be optimised as much as possible so as not to fracture the created image. ◦ Software and hardware constraints – you will be limited to printing, a Hoarding is up to 30ft across, whereas Logos need to printed on headers of documents so will need to hold together when small. Software wise a vector should not contain an image, hardware wise the screen resolution needs to be set high. Hardware Memory restrictions when working with very large images can have a major impact on time and control as can the version of the image packages. PS6 for instance requires more memory and a 64bit operating system. ◦ Final file format – the finished output file format needs to be considered. Jpeg is the common format but the file will be flattened so it will be necessary to keep the original PSD file. For Vector saved versions of the file in JPEG at different sizes is common but the original still needs to be kept. PNG is good but restricted, the original program file format would be better but can cause incompatibility issues. P4.4 – Task 9 – Discuss the File Constraints of saving and exporting your three images. Format
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Compression / Optimisation
Final File format
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With all the constraints taken into consideration, the final output of the three images will need to be managed. The limitations need to be considered in line with the design brief and user requirements. Evidence needs to be clearly seen of the output options and advanced output features. P4.5 – Task 10 – Evidence exporting the completed three images into an appropriate range of formats for the client. Explained Consideration needs to be given for Dimensions, DPI, Output Size, Output File Format and Colour Range Used.
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Now that the files are complete and saved in an appropriate format, the client would like to gauge customer reaction and opinion on the three products. They would like a range of qualitative and quantitative questions that gathers opinion as well as measurable reaction. This questionnaire needs to be specific about all three images and needs to indicate improvements the customer could suggest that would make the images more appealing to them. P5.1 - Task 11 – Conduct and collect Peer feedback on the three produced images with the purpose of improving their appeal. Construct a questionnaire or survey with a mixture of open and closed questions to get feedback from a peer. Ensure you cover a range of elements. Ensure your evaluators refer to specific areas of your graphic files or the message. This could be typed up or written but do not lose the originals. Based on the results of the feedback, you will need to make modifications to your three images in order to improve their visual appeal. At least three changes need to be evidenced and explained on two of your images. Explanation needs to be given on the Feedback received, how it will improve the visual appeal and then carried out. These changes do not need to be major re-workings but a degree of improvement needs to be evidenced. P5.2 - Task 12 - Modify images in light of feedback gathered. Scenario
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Now that the feedback is given and the improvements are made, the client will be taking possession of the images. Before this happens you need to assess whether you feel that the produced images have met the clients requirements adequately. To do this you will need to break down the client brief into success tasks and state whether the task has been achieved or not with evidence to show how these have been met. D2.1 - Task 13 - Evaluate your images in line with the user requirements stated in the design brief. Scenario
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Ownership – It is the right of any person who creates an image from scratch to own the rights to that image. If the person works for a company then those rights are usually within the company. This gives the creator or company rights of use, manipulation, transference, manipulation and sales. This is an alienable right of the company, any outside for any purpose, even if beyond recognition, without permission is a breach of those ownership rights. Permissions (subject/location permission for use) – There are several forms of permission that can be given on copyrighted material, sole usage, licence for purpose and rights. ◦ Sole usage means that a company can purchase a license for a single purpose, the purpose stated in the terms of agreement. This is quite clear and does not allow the user to manipulate the image without permission or continue to use the image beyond the time period or purpose specified such as a song for an advert. ◦ License – This is a time limited or range limited usage and can include manipulation. This usually comes with an agreement on giving credit for the use of the image or sound such as a player in FIFA 14 or a car in GTA V. ◦ Rights – this is something that is sold, usually with all rights included, to another user for them to do with as they like. This means signing over the rights as well for whatever purpose. Often images are sold in this way by Photography companies or Image stock companies looking for a larger funding. IPR (Intellectual Property Rights) - is a legal term which refers to thoughts and ideas for which exclusive rights are recognised. Under intellectual property law, owners are granted certain exclusive rights to a variety of intangible assets, such as musical, literary, and artistic works, discoveries and inventions, and words, phrases, symbols, and designs. Common types of intellectual property rights include copyright, trademarks, patents, industrial design rights, trade dress, and in some jurisdictions trade secrets. Not all these rules apply outside Europe and not every country abides by these terms. Scenario
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Photo permissions – Photography tends to be protected by the law through copyright and moral rights but Photography tends to be restricted by the law through miscellaneous criminal offenses, E.g. Publishing certain photographs can be restricted by privacy law. Photography of certain subject matter can be generally restricted in the interests of public morality and the protection of children. Generally under UK law one cannot prevent photography of private property from a public place, and in general the right to take photographs on private land upon which permission has been obtained is similarly unrestricted. However, landowners are permitted to impose any conditions they wish upon entry to a property, such as forbidding or restricting photography. Similarly permission to photograph for advertising purposes can be restricted. Generally there is a lot of overlap with other laws that restrict the use of images such as the Indecency And Public Order Act. Releases (model releases, location permissions) - When a photograph is taken other rules can stull apply, models can ask for rights on preview if it can affect their career, permission from parents for the use of children in photographs, permission for the use of buildings in photos for backdrops if the image demeans the purpose of the building. See article. P6.1 – Task 14 – Describe the legal Implications restricting Image use and discuss the legal issues involved in the production of your Images.
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P4.1 - Task 1 - Identify client’s needs for the production and output of the three company images. P4.2 – Task 2 - Source and collect images from three different sources, camera, scanner and royalty free websites and state the reasons for your choice of image. P4.3 – Task 3 - Create a Company Logo using vector Tools that meets the needs of the Client. M2.1 – Task 4 – State with evidence how the user requirements have been met in the creation of the Company Logo. P4.3 - Task 5 – Create a Company Banner using Bitmap Tools that is in line with the Client Brief. M2.1 - Task 6 – Combine original and edited images to a professional degree to meet a user need. State with evidence how the user requirement have been met on the Company Web Banner. P4.3 - Task 7 – Create a Company Advertising Hoarding using Bitmap Tools that is in line with the Client Brief. M2.1 - Task 8 – Combine original and edited images to a professional degree to meet a user need. State with evidence how the user requirement has been met with the Company Hoarding.
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P4.4 – Task 9 – Discuss the File Constraints of saving and exporting your three images. P4.5 – Task 10 – Evidence exporting the completed three images into an appropriate range of formats for the client. P5.1 - Task 11 – Conduct and collect Peer feedback on the three produced images with the purpose of improving their appeal. P5.2 - Task 12 - Modify images in light of feedback gathered. D2.1 - Task 13 - Evaluate your images in line with the user requirements stated in the design brief. P6.1 – Task 14 – Describe the legal Implications restricting Image use and discuss the legal issues involved in the production of your Images. P6.2 – Task 15 – Describe the intention of the Copyright Act and describe the risks and the measures you need to take to prevent illegal use of resources. P6.3 – Task 16 – Describe the purpose of acknowledging and referencing materials and how it would benefit your company with the chosen use of image sources.
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