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Programme Overview

This programme empowers learners to become skilled and versatile digital media designers by blending creative processes, technical expertise, and cultural awareness. It provides a comprehensive foundation in digital media design, enabling learners to create impactful, audience-focused solutions across a range of platforms. By engaging with contemporary tools, design principles, and industry standards, students will cultivate their ability to produce quality, innovative work that balances functionality and aesthetics.

With an emphasis on iterative processes, ethical practices, and inclusivity, the programme encourages learners to approach design challenges holistically. Students will explore the intersection of creativity, technology, and cultural narratives, preparing them to craft solutions that resonate with diverse audiences and evolving industry demands. Graduates will emerge as adaptable, forward-thinking designers ready to contribute meaningfully to the global creative landscape.

GPO1 Apply a range of technical skills and technologies to extend capabilities to design, produce and present digital media creative work.

GPO2 Apply professional practices and creative processes of discovery, conceptualisation, review, iteration, prototyping and presentation to design digital solutions in response to a project brief.

GPO3 Apply knowledge of the elements and principles of digital media design practice to evaluate the quality of design solutions.

Course 1: Visual Media Design

Aim

This course aims to provide learners with foundational knowledge and skills in static media design, focusing on raster and vector graphics, typography, and incorporating cultural perspectives into creative work. Learners will develop the ability to create and evaluate visual designs that are optimised for both print and digital media.

Purpose

Learners will acquire the technical and conceptual tools necessary to produce visual designs that communicate effectively, align with industry standards, and honour cultural considerations. The course introduces foundational design processes and principles that will support further exploration in interactive and time-based media.

Learning Outcomes and Weightings

  1. Apply raster and vector graphic skills to create design system components. (GPO1, 5cr)

  2. Apply typographic treatments to enhance readability and visual hierarchy in creative work. (GPO1, 4cr)

  3. Prepare and optimise raster images for digital and print outputs. (GPO1, 3cr)

  4. Incorporate cultural perspectives and ethical considerations to create inclusive design solutions. (GPO2, 4cr)

  5. Apply a structured design process in response to design challenges. (GPO2, 4cr)

  6. Evaluate design solutions based on industry trends, emerging technologies, and best practices. (GPO3, 3cr)

Indicative Content

  1. Raster and Vector Graphics

    • Image editing and manipulation using software like Photoshop and GIMP.

    • Vector graphic creation and refinement using tools like Illustrator and Inkscape.

    • Combining raster and vector elements in composite designs.

  2. Typography and Layout

    • Typography principles: readability, hierarchy, and spacing.

    • Font pairing and typeface selection.

    • Applying grids and alignment for balanced layouts.

  3. Preparation and Optimisation

    • Exporting raster images for digital use (JPEG, PNG, SVG).

    • Preparing files for print: colour modes, resolution, and file formats (CMYK, PDF).

    • Compression techniques for efficient file storage and transfer.

  4. Cultural Considerations

    • Incorporating motifs and design approaches inspired by te ao Māori.

    • Aligning design solutions with te Tiriti o Waitangi principles.

    • Ethical considerations in the use of cultural imagery.

  5. Design Processes

    • Ideation techniques such as mind mapping and brainstorming.

    • Structured design workflows, including waterfall methodologies.

    • Concept development and peer review.

  6. Evaluation and Trends

    • Assessing design work against industry benchmarks.

    • Analysing historical and contemporary design trends.

    • Best practices in static media design.

Indicative Content condensed:

  • Raster and vector graphics creation and manipulation

  • Typography principles and layout techniques

  • Preparing images for various outputs (print vs. digital)

  • Integrating te ao Māori perspectives and ethical frameworks

  • Structured design workflows (ideation, review, refinement)

  • Evaluating solutions against best practices and industry standards

Course 2: Interactive Digital Media

Aim

This course aims to build on foundational design skills by introducing interactive media technologies and processes, enabling learners to create and evaluate dynamic digital experiences. Learners will explore usability principles, prototyping, and optimisation techniques for interactive solutions.

Purpose

Learners will develop the skills and processes needed to design and produce user-centred interactive solutions, applying industry benchmarks and style guides. The course encourages iterative approaches to problem-solving and prepares learners to address design challenges in digital environments.

Learning Outcomes and Weightings

  1. Apply contemporary technologies to produce interactive solutions. (GPO1, 4cr)

  2. Use prototyping tools to design and present interactive solutions. (GPO1, 4cr)

  3. Apply an iterative design process in response to interactive design challenges. (GPO2, 4cr)

  4. Evaluate the effectiveness of usability heuristics in user interface design. (GPO2, 4cr)

  5. Apply industry benchmarks, style guides, and frameworks to maintain design quality and consistency. (GPO3, 4cr)

Indicative Content

  1. Contemporary Web Technologies

    • HTML, CSS, and JavaScript fundamentals for interactive content.

    • Frameworks and libraries (e.g., OOCSS, BEM, tailwind, Bootstrap, React).

    • Responsive design principles and accessibility guidelines.

  2. Prototyping Tools

    • Wireframing with tools like Figma, Sketch, or Adobe XD.

    • Prototyping interactions and transitions for user interfaces.

    • Testing and iterating on prototype feedback.

  3. Digital Asset Optimisation

    • Preparing and optimising raster images for web use.

    • Compression techniques for faster load times.

    • Understanding web standards and image formats.

  4. Usability Principles

    • Overview of usability heuristics (e.g., Nielsen’s principles).

    • Designing for user-centred experiences.

    • Evaluating interactive solutions for usability and effectiveness.

  5. Iterative Design Processes

    • Agile and iterative workflows for interactive design.

    • Conceptualising, testing, and refining digital solutions.

    • Documenting design iterations and final decisions.

  6. Industry Benchmarks

    • Applying style guides and frameworks to ensure design consistency.

    • Maintaining quality across platforms and devices.

    • Evaluating existing interactive solutions for inspiration and improvement.

Indicative Content condensed:

  • HTML/CSS/JS fundamentals and responsive design

  • Prototyping and wireframing tools (e.g., Figma, Adobe XD)

  • Iterative workflows, agile methodologies, and feedback loops

  • Usability principles and heuristic evaluations

  • Applying style guides and frameworks for consistency

  • Testing and refining interactive user experiences

Course 3: Time-based Media Design

Aim

This course aims to equip learners with the skills and knowledge to design, develop, and evaluate dynamic motion media solutions. Learners will explore animation, video production, and narrative techniques, focusing on storytelling and optimising media for multiple platforms.

Purpose

Learners will apply animation principles, storyboarding, and contemporary software tools to create engaging video narratives. The course fosters the ability to assess the quality and effectiveness of motion design solutions, ensuring alignment with professional standards and audience needs.

Learning Outcomes and Weightings

  1. Apply animation principles to create animated compositions. (GPO1, 5cr)

  2. Optimise video output for quality and accessibility across platforms. (GPO1, 3cr)

  3. Develop video narratives using contemporary software tools and storyboarding techniques. (GPO1, 3cr)

  4. Evaluate narrative approaches in video content for clarity and engagement. (GPO2, 4cr - GPO3, 3cr)

  5. Discuss cultural narratives to enhance depth and authenticity of storytelling. (GPO2, 5cr)

  6. Assess the effectiveness of animated and video design solutions in achieving project objectives. (GPO3, 3cr)

Indicative Content

  1. Animation Principles

    • Basics of animation: timing, spacing, and anticipation.

    • Keyframe animation techniques in software like After Effects.

    • Application of motion paths and easing for smooth transitions.

  2. Storyboarding and Narrative

    • Developing storyboards to visualise sequences.

    • Elements of storytelling: plot, pacing, and character.

    • Structuring narratives to engage target audiences.

  3. Video Production

    • Recording techniques for high-quality video.

    • Editing workflows in tools like Premiere Pro or DaVinci Resolve.

    • Incorporating audio and visual effects into compositions.

  4. Optimisation Techniques

    • Export settings for various platforms (social media, web, cinema).

    • Maintaining visual and audio quality across formats.

    • Ensuring accessibility (e.g., captions, transcript files).

  5. Emerging Trends

    • Interactive video and augmented reality integration.

    • Industry practices for cinematic storytelling.

    • Sustainable video production practices.

  6. Evaluation of Motion Design

    • Comparing different narrative approaches in video content.

    • Identifying effective use of motion and transitions.

    • Benchmarking motion solutions against industry standards.

Indicative Content condensed:

  • Keyframe animation, timing, and easing principles

  • Storyboarding, narrative structure, and character development

  • Video production techniques and editing workflows

  • Incorporating cultural narratives and maintaining ethical storytelling practices

  • Exporting and optimizing video content for diverse platforms

  • Evaluating motion solutions against industry benchmarks

 

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