A B C D E F G H I
WDIM AS PORTFOLIO II RUBRIC - Fall 2011 - Art Institute California - San Francisco
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Student Name: Evaluator: Week 3 Review Week 5 Review Week 7 Review
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3 Please read the criteria for each section and write your score IN WHOLE NUMBERS in the right column.
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Basic (1) Developing (2) Competent (3) Accomplished (4) Exemplary (5) Score on the assumpton that Score on the basis more than
Performance Criteria work presented has a 70% work should be completed
5 Much less than acceptable Less than acceptable Acceptable More than acceptable Much more than acceptable All work completed is
reasonable expectation of satisfactory. satisfactory.
Outcome 1. Design Skills: Analyze and incorporate aesthetics and formal concepts of layout and design including spatial relationships, communication legibility and effectiveness, interrelationships among imagery and text, balance, typography and color theory. completion by week 9.
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1.1 Use of design elements and Design principles are disregarded in Design principles are frequently Demonstrates a basic understanding Demonstrates effective use of design principles. Demonstrates excellent understanding of design principles.
principles. a way that confuses the viewer or makes the disregarded. Obvious improvements of design principles. Few minor errors Uses design principles to effectively express his/her strengths
(visual hierarcy, composition and site look amateurish or unprofessional. can be made. evident in the work. as a professional. Whole Numbers Only Whole Numbers Only Whole Numbers Only
form)
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1.2 Use of Typography Serious legibility/readability problems. Basically readable/legible, but extensive Type is readable/legible and is Typography is a strong element of design. Uses type expressively to create a unique and engaging
(Legibility/readability, structure, Structural/functional typographic problems improvements can be made. functional. Minor improvements can Demonstrates strong understanding design.
form cause serious confusion. Demonstrates little understanding of be made. of typographic principles.
and function) Demonstrates little to no understanding typographical principles. Demonstrates an understanding of Whole Numbers Only Whole Numbers Only Whole Numbers Only
of typographical principles. typographic principles.
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Basic (1) Developing (2) Competent (3) Accomplished (4) Exemplary (5)
Performance Criteria Week 3 Review Week 6-7 Review Week 9 Review
13 Much less than acceptable Less than acceptable Acceptable More than acceptable Much more than acceptable
Outcome 2. Conceptual: Develop design concepts and strategies in order to produce successful l interactive solutions. Model the interdependence of content and visual expression and evaluate and critique their ideas.
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Problem methods used
2.1 ResearchIdentification by the Unacceptable use of research. Student did
Can not effectively articulate specific Unsuccessful use of research. Student
Demonstrates minimal understanding Successful use specific design problem. Good use of research, covering all aspects of the
Can articulate of research, covering Strong problem identification skills. Excellent use of research, covering all aspects of the problem
Demonstrates exceptional problem Whole Numbers Only
(Ability to identify specific, unique design problem in detail. of problem. Research and understanding could be Can articulate problem with references identification skills.
design problems) Could improve articulation through improved. to research. Articulates problem with references
better research and deeper to historical context, social context Whole Numbers Only Whole Numbers Only Whole Numbers Only
understanding. and functional concerns.
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2.2 Strategies and Processes Can not effectively articulate specific Strategies and processes lack specifics Demonstrates acceptable strategies Can propose specific strategies and processes to solve Exemplary articulation of specific strategies that
(Ability to formulate problem strategies or processes used to solve that make them credible or actionable. and processes to solve specific specific design problems. demonstrate a thorough understanding of the problem and
solving specific design problems. problems. the target audience. Whole Numbers Only Whole Numbers Only Whole Numbers Only
strategies and processes) Could articulate more specifics.
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2.3 Implementation Implementation of strategies are ineffective, Demonstrates few completed Strategies and processes are Demonstrates strong ability to implement strategies Exceptional implementation of strategies
(Ability to implement strategies incomplete or confusing. strategies. Product could use major implemented and processes. and processes.
and processes that communicate Product is unprofessional. improvements. to an acceptable degree. Product communicates effectively. Product demonstrates a unique, creative approach to the
effectively) Specific improvements in the product Few minor errors. problem and communicates effectively to target Whole Numbers Only Whole Numbers Only Whole Numbers Only
could be made. audience.
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Basic (1) Developing (2) Competent (3) Accomplished (4) Exemplary (5)
Performance Criteria Week 3 Review Week 6-7 Review Week 9 Review
24 Much less than acceptable Less than acceptable Acceptable More than acceptable Much more than acceptable
Outcome 3. Programming/Technical Skills: Apply appropriate computer and scripting languages to produce interactive media.
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Professional design an
3.1 Work demonstratesand Work demonstrates an unacceptable
Printed or electronic products demonstrate Work demonstrates a flaws in many
Demonstrates fixable below average Work demonstrates an adequate
Acceptable technical skills. Demonstrates strong good understanding of prepress
Work demonstrates atechnical skills. Work demonstrates an excellent understanding of prepress
Demonstrates exemplary technical skills. Craftsmanship is Whole Numbers Only
production tools serious problems with output, resolution finished products. Craftsmanship could be improved in Craftsmanship across all products is strong and consistently excellent across products.
(Demonstrate ability to use craftsmanship or quality. Products look Craftsmanship could be significantly places. Resolution and format of consistent. Products demonstrate a variety of tools and techniques
professional unprofessional. improved. graphics in printed and electronic Products demonstrate some variety of tools and effectively employed. Whole Numbers Only Whole Numbers Only Whole Numbers Only
tools) demonstrates few minor errors. techniques used.
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3.2 Coding and Structure Demonstrates consistently poor code Serious flaws in code or structure persist Acceptable code and structure. Few Consistently clean and properly structured code. Exemplary code & structure is clean, properly formatted and
(html, css and programming) and/or poorly structured web pages. Little or in some projects. Some products exhibit minor bugs exhibited in products. Demonstrates clear understanding of semantic markup commented. Demonstrates thorough understanding
no understanding of semantic markup or web bugs. Demonstrates acceptable and web standards. Products render properly across of web standards.
standards is evident. Demonstrates basic understanding of understanding of web standards. browsers and platforms with few errors Products render properly across browsers and platforms and Whole Numbers Only Whole Numbers Only Whole Numbers Only
Products exhibit frequent bugs or are web standards. to 85% of browser marketshare. target devices with few errors to 95% of
incomplete. browser marketshare.
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3.3 Interaction Design and Demonstrates little to no use of media or Interactivity is minimal. User experience Acceptable use of interactivity and Demonstrates strong use of interaction design to help Exceptional use of interaction design is used in a creative and
Functionality interactivity in any products. Products are is bland and/or there are serious media. Products are engaging with communicate and guide users through the product. unique way to effectively guide the user through the
(Navigation and Interface design) mostly static. functional errors. few functional errors. Navigation is consistent and appropriate. No functional product without any functional errors. Whole Numbers Only Whole Numbers Only Whole Numbers Only
Navigation is simplistic. errors.
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Basic (1) Developing (2) Competent (3) Accomplished (4) Exemplary (5)
Performance Criteria Week 3 Review Week 6-7 Review Week 9 Review
36 Much less than acceptable Less than acceptable Acceptable More than acceptable Much more than acceptable
Outcome 4. Professional Practice: Demonstrate professional presentation skill and articulate design solutions within the context of industry standards.
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4.1 Presentation of work and
Career Focus All or most elements of the portfolio
Demonstrates little or no direction or A fewportfolio includesportfolio
Final elements of the weak pieces Most elements of the portfolio
Acceptable final portfolio. Pieces All elementsportfolio. Shows presentation are exhibited All elements of the portfolio presentation are exhibited and
Strong final of the portfolio a clear Exemplary portfolio effectively tells a story about the Whole Numbers Only
focus in completed portfolio. that take away from the focus of the provide some focus and dmonstrates focus and demonstrates at least two student’s strengths and goals. Demonstrates more than
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student. at least one strength or strong area of strengths or strong skill sets. two strong skill sets.
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4.2 Industry Knowledge Demonstrates little or no understanding of Shows some understanding of industry Acceptable understanding of industry Strong understanding of industry standards are Exemplary skills include demonstrating leadership in the local
the industry or industry standards. standards, but weak portfolio pieces standards. Portfolio pieces show exhibited by involvement in the local web design web design community. (Start a group, manage
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damage the overall effect. competence. community. meetings or coordinate local events).
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A B C D E F G H I
4.3 Professionalism Sloppy or unprofessional personal Serious errors in judgement displayed in Demonstrates acceptable personal Demonstrates confidence through personal appearance Demonstrates confidence and enthu- siasm to an
appearance, use of language or demeanor. presenting work or interacting with appearance and behavior. and manor. appropriate degree. Whole Numbers Only Whole Numbers Only Whole Numbers Only
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Basic (1) Developing (2) Competent (3) Accomplished (4) Exemplary (5)
Performance Criteria Week 3 Review Week 6-7 Review Week 9 Review
46 Much less than acceptable Less than acceptable Acceptable More than acceptable Much more than acceptable
Outcome 5. Project Management: Demonstrates production planning skills and overall alignment of concept design and development, use of proper time management techniques, and organizational structure.
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5.1 Project management Demonstrates little to no ability to break a Demonstrates poor time management Demonstrates ability to break a me- Strong skills are demonstrated through larger more Exemplary skills are demonstrated through larger more
project down to its constituent pieces. skills in dealing with project pieces or dium sized project down into logical complex projects. complex projects that involve multiple people.
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logical steps that lead to a successful pieces and manage them effectively.
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5.2 Process Articulation Can not effectively articulate the process of Either oral or written articulation of the Both oral and written articulation of Strong skills include the ability to articulate your Exemplary skills demonstrate your ability to apply what you
(ability to articulate creative vistion managing a project either orally or in written process of managing a project is poor. the process of managing a project is learning process and critique your approach in both learned man- aging one project in a different project and to
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and promote solutions) format. acceptable. written and oral formats. articulate it clearly in both oral and written formats.
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