Graphic Design

Graphic design uses shapes, type, colour and images to send a clear message.

• Learn the terms: layout, grid, typeface, hierarchy, contrast, margin, vector, raster, resolution, RGB, CMYK.
• Raster images are made of pixels; vector images are made of lines and can be enlarged without blur.
• RGB is for screens; CMYK is for print.
• Look at five posters and name the headline, image, text and call to action.
• Check contrast by squinting: the headline should still stand out.
• Match each term to an example on a poster you collected.
• Describe when you would choose vector over raster.

Activity. Mark hierarchy, contrast and alignment on five designs.

Standard to meet. Task: analyse five designs. Condition: with printed or saved samples. Standard: all parts labelled and one improvement named for each.

A job has steps. Name them to plan your time.

• The steps: brief, research, sketches, first design, feedback, changes, final files.
• A brief states purpose, audience, size, where it will be used, deadline and the one action wanted.
• Ask for text, logos and images before you start.
• Agree how many rounds of changes are included.
• Write the one action wanted at the top of the brief.
• Check what the client has supplied against your list and ask in writing for anything that is missing.
• Draft a schedule with dates for sketches, first design, feedback and final files.

Activity. Write a brief form and test it on a friend.

Standard to meet. Task: complete a brief. Condition: 30-minute conversation. Standard: purpose, audience, size, use, deadline and change rounds are stated.

Now you make. Use layout, type and colour to guide the reader.

• Put the main point first and make it the biggest.
• Use two typefaces at most and one clear colour scheme.
• Leave white space; do not fill every corner.
• Check contrast so text can be read, including by people with low vision.
• Sketch three layouts in ten minutes before you open any software.
• Align elements to a grid and check the margins are equal.
• Test the design at thumbnail size and at arm's length.

Activity. Design a flyer and a social post from one brief, with three sketches first.

Standard to meet. Task: design a flyer and a post. Condition: from a written brief in four hours. Standard: clear hierarchy, readable contrast, correct size and no spelling errors.

Design touches copyright, advertising and accessibility rules.

• Copyright protects images, fonts, music and logos. Use your own work or licensed work and keep the licence; check the federal copyright rules when unsure.
• Typefaces have licences. Check what your licence allows before using one in a client job.
• Advertising must be truthful. Some products, such as alcohol, food and health, have extra rules; check the current rule with the local authority.
• In Quebec, commercial signage and advertising generally need French; check the current rule with the local authority. Accessibility rules can apply to public documents.
• Keep licence receipts in a folder for each client.
• Check the extra rules for any health, food or alcohol wording.
• Describe how you add alternative text and readable colours to public documents.

Activity. Build a table of rule, who sets it, what you must do and where you checked, for ten design situations.

Standard to meet. Task: build a rules table. Condition: using official public pages. Standard: each row has a dated source; unclear items say 'check the current rule with the local authority'.

You are paid for results and time. Know your real cost per hour.

• Time includes briefing, sketches, drafts, changes and file preparation.
• Hourly cost = yearly costs plus needed pay, divided by billable hours.
• Compare hourly, per-piece and per-project pricing.
• Software and licences are costs; count them.
• Calculate your hourly break-even from yearly costs and your pay target.
• Compare a per-project logo price with hourly pricing.
• Draft a change policy: two rounds included, extra rounds charged by the hour.

Activity. Time three jobs and set a price for each.

Standard to meet. Task: price three jobs. Condition: from your own time log. Standard: hours, rate and total are shown and a mentor can follow every number.

Clients buy from designers they trust, and good files save everyone time.

• Export the right formats: PDF for print, PNG or JPG for screens, vector for logos.
• Name files clearly, for example client_project_version_date.
• Build a portfolio of five pieces with a brief and result beside each.
• Contact ten local businesses with a specific idea for each; keep a log.
• Publish the portfolio as one page with a short caption under each piece, and ask clients for permission first.
• Open every final file on a second device to test it.
• Track messages, replies and jobs and work out your reply rate.

Activity. Build a portfolio and send ten tailored messages.

Standard to meet. Task: run a two-week outreach. Condition: consent-based contact and permission to show work. Standard: ten messages sent, replies logged and a lesson written.

A professional designer is careful with rights and checks.

• Write who owns the final design and what the client may do with it. Ask a legal adviser for large deals.
• Keep source files safe and backed up.
• Check text, names, prices, dates and links before delivery.
• Send print files to the printer only after the client has approved the final proof.
• List where source files are backed up and how often.
• Draft a sign-off line: the client approves text and prices in writing before print.
• Check a small print proof for colour and trim.

Activity. Write an agreement template and a final check list.

Standard to meet. Task: produce a template and checklist. Condition: reviewed by a mentor. Standard: scope, fees, rounds, rights and payment dates are in plain words.

Now you run it: take jobs, measure and decide.

• Set a goal such as three paid jobs and one repeat client.
• Record hours, income, changes asked for and late items each week.
• Ask each client for feedback.
• Choose: stop, change or grow, and write a 12-month plan.
• Calculate your effective hourly rate as income divided by hours.
• List the change rounds each client asked for.
• Evaluate whether a higher rate would still win jobs.

Activity. Run the pilot and present a 12-month plan to a panel of three.

Standard to meet. Task: run a 60-day pilot. Condition: real clients and agreements. Standard: log complete and the decision uses numbers.

L1: Creative aware learner. You can define: name the main terms, people and rules of graphic Design. Focus module: Know the words of graphic design (Understand, 6 h). Graphic design uses shapes, type, colour and images to send a clear message. Key points: Learn the terms: layout, grid, typeface, hierarchy, contrast, margin, vector, raster, resolution, RGB, CMYK. Raster images are made of pixels; vector images are made of lines and can be enlarged without blur. RGB is for screens; CMYK is for print. Look at five posters and name the headline, image, text and call to action. Check contrast by squinting: the headline should still stand out. Match each term to an example on a poster you collected. Describe when you would choose vector over raster.

Speaker notes. Teach: open with the worked example. A poster has a big headline, one image and a small date line. The eye goes headline, image, date. A 10 cm wide print image at 300 pixels per inch needs about 10 / 2.54 x 300 = 1,181 pixels across. Then set the activity: Mark hierarchy, contrast and alignment on five designs. Mark against the standard: Task: analyse five designs. Condition: with printed or saved samples. Standard: all parts labelled and one improvement named for each. Check at this level: What is the difference between raster and vector? Model answer: Raster uses pixels; vector uses lines and scales without blur. Level note: Start here if new. Evidence: a one-page glossary and a visit or interview note.

L2: Content assistant. You can describe: explain how graphic Design works from first contact to result. Focus module: Explain a design job from brief to files (Apply, 6 h). A job has steps. Name them to plan your time. Key points: The steps: brief, research, sketches, first design, feedback, changes, final files. A brief states purpose, audience, size, where it will be used, deadline and the one action wanted. Ask for text, logos and images before you start. Agree how many rounds of changes are included. Write the one action wanted at the top of the brief. Check what the client has supplied against your list and ask in writing for anything that is missing. Draft a schedule with dates for sketches, first design, feedback and final files.

Speaker notes. Teach: open with the worked example. A client wants a flyer. You ask: Who reads it? Where is it handed out? What size? What must it say? A schedule of sketches 1 day, design 2 days, feedback 1 day, changes 1 day and files 1 day is 1 + 2 + 1 + 1 + 1 = 6 days. Then set the activity: Write a brief form and test it on a friend. Mark against the standard: Task: complete a brief. Condition: 30-minute conversation. Standard: purpose, audience, size, use, deadline and change rounds are stated. Check at this level: What does a brief state? Model answer: Purpose, audience, size, use, deadline and the one action wanted. Level note: Evidence: a flow chart and a two-minute spoken explanation.

L3: Junior creator. You can apply: carry out a routine task in graphic Design to a written standard. Focus module: Design a clear piece to a standard (Apply, 10 h). Now you make. Use layout, type and colour to guide the reader. Key points: Put the main point first and make it the biggest. Use two typefaces at most and one clear colour scheme. Leave white space; do not fill every corner. Check contrast so text can be read, including by people with low vision. Sketch three layouts in ten minutes before you open any software. Align elements to a grid and check the margins are equal. Test the design at thumbnail size and at arm's length.

Speaker notes. Teach: open with the worked example. Before: five fonts, crowded text. After: one headline font, one body font, 20 mm margins, strong contrast. On a letter-size page about 216 mm wide, 20 mm margins on both sides leave 216 - 40 = 176 mm for content. Then set the activity: Design a flyer and a social post from one brief, with three sketches first. Mark against the standard: Task: design a flyer and a post. Condition: from a written brief in four hours. Standard: clear hierarchy, readable contrast, correct size and no spelling errors. Check at this level: Why check contrast? Model answer: So text is easy to read, including for low vision. Level note: Evidence: a supervised task record that meets the standard once.

L4: Professional creator or freelancer. You can analyse: diagnose why a graphic Design result missed its target and fix it. Focus module: Follow Canadian rules for design work (Evaluate, 8 h). Design touches copyright, advertising and accessibility rules. Key points: Copyright protects images, fonts, music and logos. Use your own work or licensed work and keep the licence; check the federal copyright rules when unsure. Typefaces have licences. Check what your licence allows before using one in a client job. Advertising must be truthful. Some products, such as alcohol, food and health, have extra rules; check the current rule with the local authority. In Quebec, commercial signage and advertising generally need French; check the current rule with the local authority. Accessibility rules can apply to public documents. Keep licence receipts in a folder for each client. Check the extra rules for any health, food or alcohol wording. Describe how you add alternative text and readable colours to public documents.

Speaker notes. Teach: open with the worked example. A client wants a photo from a web search. You say it may be protected and offer a licensed or original image. If a licensed photo costs $15, the invoice shows $15 for the image so the client sees what they paid for. Then set the activity: Build a table of rule, who sets it, what you must do and where you checked, for ten design situations. Mark against the standard: Task: build a rules table. Condition: using official public pages. Standard: each row has a dated source; unclear items say 'check the current rule with the local authority'. Check at this level: Why check font licences? Model answer: They limit how a typeface may be used. Level note: Evidence: a fault or gap analysis with a fix and a repeat test. This course targets this level.

L5: Senior creator or studio lead. You can evaluate: judge options for graphic Design against cost, risk and quality. Focus module: Prepare files, find clients and show proof (Create, 6 h). Clients buy from designers they trust, and good files save everyone time. Key points: Export the right formats: PDF for print, PNG or JPG for screens, vector for logos. Name files clearly, for example client_project_version_date. Build a portfolio of five pieces with a brief and result beside each. Contact ten local businesses with a specific idea for each; keep a log. Publish the portfolio as one page with a short caption under each piece, and ask clients for permission first. Open every final file on a second device to test it. Track messages, replies and jobs and work out your reply rate.

Speaker notes. Teach: open with the worked example. You tell a bakery: 'Your menu board is hard to read from the door. Here is a quick redesign.' You name the file bakery_menu_v2_2026-03-01.pdf. If 10 messages bring 2 replies, the reply rate is 2 / 10 = 20%. Then set the activity: Build a portfolio and send ten tailored messages. Mark against the standard: Task: run a two-week outreach. Condition: consent-based contact and permission to show work. Standard: ten messages sent, replies logged and a lesson written. Check at this level: Why show the brief and result beside each portfolio piece? Model answer: It shows your thinking and your results. Level note: Evidence: an options paper with numbers and a recommendation defended to a panel.

L6: Creative director or editor. You can create: design and pilot a new offer or process in graphic Design. Focus module: Protect ownership, files and quality (Evaluate, 6 h). A professional designer is careful with rights and checks. Key points: Write who owns the final design and what the client may do with it. Ask a legal adviser for large deals. Keep source files safe and backed up. Check text, names, prices, dates and links before delivery. Send print files to the printer only after the client has approved the final proof. List where source files are backed up and how often. Draft a sign-off line: the client approves text and prices in writing before print. Check a small print proof for colour and trim.

Speaker notes. Teach: open with the worked example. Your agreement says: 'The client owns the final artwork once paid in full. The designer may show it in a portfolio.' A final check of 12 items at 1 minute each takes 12 minutes, far less than the cost of reprinting. Then set the activity: Write an agreement template and a final check list. Mark against the standard: Task: produce a template and checklist. Condition: reviewed by a mentor. Standard: scope, fees, rounds, rights and payment dates are in plain words. Check at this level: What do you check before delivery? Model answer: Text, names, prices, dates and links. Level note: Evidence: a pilot with measured results over at least 30 days.

L7: Agency owner or head of content. You can lead: run a team or business in graphic Design and develop others. Focus module: Run a real design practice for 60 days (Create, 8 h). Now you run it: take jobs, measure and decide. Key points: Set a goal such as three paid jobs and one repeat client. Record hours, income, changes asked for and late items each week. Ask each client for feedback. Choose: stop, change or grow, and write a 12-month plan. Calculate your effective hourly rate as income divided by hours. List the change rounds each client asked for. Evaluate whether a higher rate would still win jobs.

Speaker notes. Teach: open with the worked example. After 60 days: 3 clients, 28 hours, $1,400 billed (28 x $50). Your effective rate is 1,400 / 28 = $50 an hour. You raise your rate to $55 for new clients and limit change rounds. Then set the activity: Run the pilot and present a 12-month plan to a panel of three. Mark against the standard: Task: run a 60-day pilot. Condition: real clients and agreements. Standard: log complete and the decision uses numbers. Check at this level (this question is covered in module 7: Protect ownership, files and quality): What do you check before delivery? Model answer: Text, names, prices, dates and links. Level note: Evidence: a record of results over a year and of people you have coached to a higher level.