Graphic Design Assessment Challenge

NEW FY’13 IE PLAN:
GRAPHIC DESIGN

LEARNING OUTCOMES
MEANS OF ASSESSMENT
CRITERIA FOR SUCCESS

Art Institute Pittsburgh
Tamara Pavlock draft A

New FY’13 IE Plan: Graphic Design

☛ Spring 2012 the Graphic Design Portfolio class review
process and final portfolio requirements were revised and
updated.

☛ During the graduates final portfolio class:
☛ Week 3 students had their work evaluated by GD faculty
for overall effective components of their books.
☛ Week 5 professional designers were brought in to work with
each student and reviewed all the assessment outcomes.
☛ Final portfolio reviews are now in a presentation format
to a panel of instructors.

Mission: To provide an education in design,
media arts and culinary that prepares
students
for individual and professional success.
In-Betweener

Midpoint Portfolio Assessment
Rubric

Final Portfolio Assessment Rubric

New GD Portfolio Requirements

Visuals are not for reading, copies are available.

Professional Feedback
―I wish I had more time to spend with your students. I am amazed with the talent of your students.
There comfort level in sharing their design process, composition, color and more. You should be very
proud of them. They all will have great futures. Thank you and Emily and I will try to make it in June.‖
All my best, Kathy Evans, Design Manager, Quaker Steak & Lube®

―I just wanted to let you know that I think you had some talented designers in your department.
If you have any candidates for graphic design/social media interns I'd be happy to speak with
them and tell you more about what we could offer.‖
Gabe - Casepops LLC

Fact: Antonio Mercuri, a 2010 GD graduate,
helped bring personality and life to Hello Bistro
as the Senior Graphic Designer.
http://412creative.com/2012/07/hello-bistro-
brings-new-personality-to-forb

1. Bachelors, Associates, and Diploma Learning
Outcomes

☛ Bachelors: Technical expertise - Graduates will demonstrate and apply
competencies in industry-specific computer software programs within the
context of producing concrete projects. This includes technical aspects of
prepress, output, and quality reproduction as well as web design.

☛ Associates & Diploma: Technical expertise is demonstrated through
proficiency
of software, manual skills, and craftsmanship for preparation and
presentation
of work.

Outcomes

☛ Bachelors Means of Assessment - Technical Expertise

☛ With a faculty developed rubric, students will be administered a final
project digital and hardbound book that will include all components
demonstrating competencies in industry software usage.
☛ 3rd quarter - first review in the Concept Development class
☛ Once GWD is live this review will take place in the 3rd quarter Concept
Design class.
☛ 7th quarter - second review in the Portfolio Prep class
☛ Once GWD is live this review will take place in the 7th quarter in the
Portfolio I class.

Outcomes

☛ Associates & Diploma Means of Assessment - Technical Expertise

☛ With a faculty developed rubric, students will be administered a final
project digital and hardbound book that will include all components
demonstrating competencies in industry software usage.
☛ Associates 3rd quarter - first review in the Concept Development class
☛ Once GWD is live this review will take place in the 4th quarter Concept
Design class.
☛ Diploma 3rd quarter - first review in the Concept Development class
☛ Once GWD is live this review will take place in the 2nd quarter Concept
Design class.

1. Criteria for Success

☛ Bachelors Review:
☛ 3rd quarter - seventy percent of the students will score 70 or higher out of
100
☛ 7th quarter - the overall average score on appropriate components will be
no less than 3.5 on a scale of 1.0-5.0

☛ Associates and Diploma Review:
100

Fact: The Design Studio Students swept The
Pittsburgh Aids Task Force poster design
competition! http://www.patf.org/

Outcomes

☛ Bachelors: Design - graduates will analyze and incorporate aesthetics and
formal concepts of layout and design. This includes spatial relationships;
communication legibility and effectiveness; interrelationships among
imagery and text; balance; typography; and color theory. This includes
technical aspects of prepress, output, and quality reproduction as well as
web design.

☛ Associates & Diploma: Visual and verbal communication is demonstrated
through inexpressive visual voice, control of form, and relevance to the
needs of the client and values of the target audience

Outcomes

☛ Bachelors Means of Assessment – Design

☛ Critique - with a faculty developed rubric, students are assessed on the
application of formal concepts of layout and design including typography
and message effectiveness.
☛ 7th quarter - critique in the Portfolio Prep class
☛ Once we go live with GWD this review will take place in the 7th quarter
in the Portfolio I class.
☛ 12th Quarter - G430 Portfolio - on a faculty developed portfolio rubric,
students will be evaluated on their knowledge and skills in aesthetics
and formal concepts of design to include page layout, typography, and
message effectiveness.

Outcomes

☛ Associates & Diploma Means of Assessment

☛ Visual and verbal communication - with a faculty developed rubric,
students will be administered a final project digital and hardbound book that
will include all components demonstrating competencies in industry software
usage.
Design class.
Design class.


100.
no less than 3.5 on a scale of 1.0-5.0

100

Fact: WORD PLAY is a ―while you wait‖ game
developed by The Fred Rogers Company for
parents and children to play together while waiting
for the bus with help from the Art Institute Design
Studio students.

Outcomes

☛ Bachelors: Conceptual - Graduates will demonstrate design concepts and
relate these to historical and contemporary trends and social context by
producing successful visual solutions to assigned problems.

☛ Associates & Diploma: Design professionalism is displayed in the
student’s work through demonstration of insightful background research,
and credibility. The work should be error-free with a meaningful hierarchy of
visual elements.

Outcomes

☛ Bachelors Means of Assessment - Conceptual (same as section 2)
☛ Critique - with a faculty developed rubric, students are assessed on the
application of formal concepts of layout and design including typography
☛ 7th quarter - critique in the Portfolio Prep class
☛ Once we go live with GWD this review will take place in the 7th quarter
in the Portfolio I class.
☛ 12th Quarter - G430 Portfolio – with a faculty developed portfolio rubric,
students will be evaluated on their knowledge and skills in aesthetics
and
formal concepts of design to include page layout, typography,

Outcomes

☛ Associates & Diploma Means of Assessment - Design
Professionalism

☛ 4 th Quarter – G313 Portfolio - on a faculty developed portfolio rubric,
students will be evaluated on their design professionalism and creative
problem solving including meaningful hierarch


☛ 7th quarter - seventy percent of the students will score 70 or higher out of
100.
no less than 3.5 on a scale of 1-5.0

☛ 4th quarter - seventy percent of the students will score 70 or higher out of
100

Fact: A GD grad, Mike Legacy
Is Art Director at a top Pittsburgh Agency,
Brunner. mlegacy@brunnerworks.com

Outcomes

☛ Bachelors: Visual Communication - graduates will model the
interdependence of content and visual expression and be able to evaluate
and critique their ideas. Graduates must be able to verbally articulate the
vision behind their creative work and explain and promote their solutions.

☛ Associates & Diploma: Theory and Concept - student’s work
demonstrates striking originality in their work. Evidence of knowledge of
design trends is thorough and the solving of the design problem is
insightful.

Outcomes

☛ Bachelors Means of Assessment - Visual Communication
☛ 12th Quarter - G430 Portfolio
☛ Professional Review and presentation - with a faculty developed rubric,
students are assessed on their presentation of their student portfolios by
a faculty panel.

Outcomes

☛ Associates & Diploma Means of Assessment - Theory and Concept
☛ With a faculty developed rubric, the students will be evaluated on originality
and knowledge and skills in design theory, problem solving, and concept
with an assigned problem.
Design class.
Design class.



100

Fact: Art Institute of Pittsburgh Graphic Design
student Tyler Kozar entered a contest to win 1
million Pop-Tarts—and won.
http://www.pittsburghmagazine.com/Best-of-the-
Burgh-Blogs/Pitt-Girl/April-2011/Pop-Tart-Pop-Art/

Outcomes

☛ Bachelors: Professional Presentation - graduates will demonstrate
professional presentation; articulation of knowledge of graphic design and
visual problem solving; and mastery of industry standards, professional
practices and ethics.

☛ Associates & Diploma: Form - student’s work demonstrates applied
mastery of application of the formal aspects of graphic design, image
making, and typography to the creation of design objects (form) and page
compositions. Graduates will have a basic marketing package and basic
portfolio of work, demonstrating the competencies of the curriculum.

Outcomes

☛ Bachelors Means of Assessment Visual Communication (same as
section 4)
☛ 12th Quarter - G430 Portfolio
☛ Professional Review and presentation - On a faculty developed rubric,
students are assessed on their presentation of their student portfolios by
a faculty panel.

Outcomes

☛ Associates & Diploma Means of Assessment - Form
☛ 4 th Quarter – G313 Portfolio, on a faculty developed portfolio rubric,
students will be evaluated on their design professionalism and creative
problem solving including meaningful hierarchy.


☛ 12th quarter - the overall average score on appropriate components will
be no less than 3.5 on a scale of 1-5.0


Fact: A Solar Thermal Domestic Water Panel
mural on the playground side of Pittsburgh
Phillips School was designed by Art Institute of
Pittsburgh Graphic Design students.

Conclusion
☛ Previous to the new plan, some of the FY’12 assessment numbers
were not completed due to the change in management and further
review of the testing instrument.

☛ As a result the assessment process has been reviewed, updated
and has gone live during the 07/09/12 summer quarter.

☛ Results will be reviewed at the end of the summer session and
evaluated.

☛ Thank you

Graphic Design Assessment Challenge

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