Digital Media and Campaign Design

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infoWhy this? This unit teaches students to make deliberate communication decisions using design knowledge, not guesswork.

scheduleWhy now? Students now have enough technical and analytical maturity to justify design choices against audience and purpose.

A design brief defines purpose, audience, constraints, and success criteria.
Audience analysis uses demographic and psychographic factors.
Visual hierarchy directs attention through size, contrast, and position.
Typography affects readability and tone.
Colour choices communicate meaning and can vary by context and culture.
Copyright and licensing determine when media can be reused legally.
Pre-production documents such as moodboards and wireframes reduce production
risk.
Students must be able to...
Concept drawings and visualisation diagrams help communicate design intent
before production.
Consistent branding increases recognition across campaign assets.
Layer-based editing allows assets to be combined and refined without permanently
changing source media.
Export settings affect quality, compatibility, and file size.
Useful feedback is tied to success criteria, not personal taste.
Iterative refinement improves design quality.
Evaluation should judge outcomes against the original success criteria.

Translate a campaign brief into a clear production plan.
Create and refine assets using design principles and feedback.
Evaluate finished work with evidence against criteria.
Use core image-editing tools (for example selection, retouch, and blending tools) to
improve campaign assets.

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