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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Convey a specific design message 
SAQA US ID UNIT STANDARD TITLE
115163  Convey a specific design message 
ORIGINATOR
SGB Art, Craft & Design 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 02 - Culture and Arts Visual Arts 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
The purpose of the learning credited in this unit standard is to enable learners to convey a variety of design messages to a variety of audiences, using multiple design media.
The communication processes inherent in the various fields of design are directly relevant to all designers, as communication forms the basis for user interaction. The standards that deal with communication also assist learners who may operate in much broader fields that include communication, media, human resources and audience and consumer behavior. The outcomes achieved in this unit standard contribute to the competence of learners who want to develop a career path in any of the design fields as well as the careers mentioned above, and will, therefore, contribute to a broader understanding of culture and social context within the local South African environment.

Credited learners are capable of:
1. Interpreting messages within the context of briefs.
2. Identifying, describing and analysing specific target markets and end-users.
3. Conveying different messages creatively in different contexts.
4. Conveying messages using a variety of different media and 2d and 3d design principles. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that learners embarking on learning towards this Unit Standard have the following competencies:
  • Communication at NQF Level 4
  • Mathematics at NQF Level 4
  • Computer literacy at NQF Level 2
  • General creativity 

  • UNIT STANDARD RANGE 
    The following statements provide a general guide to the scope and complexity of the competence expected of the learner:
    1. The scope and context of research relates directly to the specific discipline of study. Learners in a particular area, for example jewelry design, should be able to apply these competencies to their area of focus.
    2. The scope of this unit standard is intended to include given messages, and at this stage it is not necessary that the learner be able to create their own messages.
    3. Messages refer to ideas and concepts that are exchanged through various different forms of communication and communication media.
    4. Communication is based on key elements that include message, sender and receiver. The importance of the audience and end user is thus inherent in the communication process, and should be emphasized at all times.
    5. Media can include a variety of different mediums pertinent to the specific design discipline. These can include photography, illustration, modeling, prototypes, renderings, etc. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Interpret messages within the context of briefs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Interpretation of the brief is appropriate and contextualised. 

    ASSESSMENT CRITERION 2 
    Location and identification of a variety of messages is relevant to given briefs. 

    ASSESSMENT CRITERION 3 
    Interpretation of messages is appropriate within the context of the parameters set within the brief. 

    SPECIFIC OUTCOME 2 
    Identify, describe and analyse specific target markets and end users. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Identification and description of target markets and end users is accurate within the context of the brief. 

    ASSESSMENT CRITERION 2 
    Analyses of target markets and end users are appropriate and relevant to the context of the brief. 

    ASSESSMENT CRITERION 3 
    Identification and description of end users is contextualised within social, economic, environment, political and cultural frameworks. 

    ASSESSMENT CRITERION 4 
    Identification and description of end users is substantiated. 

    SPECIFIC OUTCOME 3 
    Convey different messages creatively in different contexts, within given timeframes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Communication of messages is clear. 

    ASSESSMENT CRITERION 2 
    Communication of a variety of different messages is relevant to the contexts and briefs. 

    ASSESSMENT CRITERION 3 
    Communication of messages is contextualised within and relevant to the target audiences. 

    ASSESSMENT CRITERION 4 
    Communication of messages is creative and original. 

    ASSESSMENT CRITERION 5 
    Communication of messages is completed using a creative approach within given timeframes. 

    SPECIFIC OUTCOME 4 
    Convey messages using a variety of different media and 2d and 3d design principles. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Communication of messages uses 2 dimensional and 3 dimensional design principles effectively. 

    ASSESSMENT CRITERION 2 
    Communication of messages uses a variety of different media effectively. 

    ASSESSMENT CRITERION 3 
    Selection of media is appropriate to the communication and end user. 

    ASSESSMENT CRITERION 4 
    Selection of design elements and principles is appropriate and relevant to the end user. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    1. The assessment of learner achievement takes place at providers accredited by the CHE (or the MAPPP SETA or another relevant ETQA) for the provision of programmes that result in the outcomes specified for the qualification that this unit standard forms part of. The CHE (or the MAPPP SETA or another relevant ETQA is responsible for the moderation of achievement of those learners who meet the requirements of this unit standard. Those assessing or moderating the outcomes of this unit standard must hold a qualification at NQF 6 in the relevant field.
    2. Communication and communication theories are situated within particular design disciplines and may vary across disciplines. Credited learners should demonstrate appropriate communication skills within the interpretation of messages, the making and reading of messages, the communication of messages and the conceptualization of messages.
    3. As this unit standard is part of a design, communication and learning process, it should be evaluated as such.
    4. Although the fields and theories surrounding communication are broad, the learner should demonstrate strong communication abilities. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    Credited learners understand and can explain:
    1. Living Standard Measures (LSM).
    2. Methods of analyses within a variety of contexts.
    3. Basic communication theories and frameworks.
    4. Multiculturalism within the contemporary South African population.
    5. Interpretation of project briefs on a number of levels including objectives, target audiences and end users etc.
    6. Creative problem solving.
    7. The role of communication within specific and broad fields of design. 

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems using critical and creative thinking.
  • Convey given messages creatively. 

  • UNIT STANDARD CCFO WORKING 
    Work effectively with others in a team, group, organisation or community.
  • Identify and describe target audiences and end users. 

  • UNIT STANDARD CCFO ORGANISING 
    Organise and manage activities responsibly and effectively.
  • Convey given messages within given timeframes. 

  • UNIT STANDARD CCFO COLLECTING 
    Collect, analyse and critically evaluate information.
  • Identify, describe and analyse target audiences and end users. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively.
  • Convey a message clearly. 

  • UNIT STANDARD CCFO SCIENCE 
    Demonstrate scientific and technological competence.
  • Convey a message using the appropriate media. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems by recognising that problem solving contexts do not exist in isolation.
  • Convey a variety of messages to a variety of audiences. 

  • UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    Design Elements and Principles:
  • Design elements can include: line, tone, texture, colour, form, shape and type.
  • Design principles can include: harmony, balance, variety, movement, emphasis/hierarchy, simplicity, proportion, space and rhythm. 

  • QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  79809   Bachelor of Design  Level 6  NQF Level 07  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Elective  57607   National Certificate: 3D Animation and Visual Effects  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  58820   National Certificate: Advertising  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  61349   National Certificate: Heritage Resource Management  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  CATHSSETA 
    Elective  58977   National Certificate: Publishing  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered" 
    2015-06-30  FPMSETA 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Jeppe College of Commerce and Computer Studies 
    2. NEMISA 
    3. South African Film Institute 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.