1. Visually Communicating Fashion Designs DVC 2.1 Part A
Lesley Pearce
Auckland University

2. Related 2D/3D freehand sketching No annotation
Step ups from level 1
AS Produce freehand sketches that communicate design ideas
3 credits External AS
Use visual communication techniques to generate design ideas
3 credits External Level 2 step ups
1.30
Related 2D/3D freehand sketching
No annotation 
2.30
Using visual communication techniques: sketching, rendering, modelling, collage, overlays, digital media 
Functional and aesthetic qualities
It is about telling a “story” –generating design ideas
Level 2
Focuses on visual communication through using sketching skills..I would be encouraging use of related sketches. to show qualities of the design..and therefore moving away from the practise of a single sketch on page with heaps of annotation!!

3. Visual communication: Learning objective
Refers to the effective communication and presentation of design ideas using modelling and graphic design techniques. Students learn to communicate and present their design ideas and information by applying 2D and 3D drawing techniques such as sketching, rendering, digital, annotations, instrumental, templates, collage, overlays.
High quality visual techniques and knowledge that communicates a story to an audience – the intent of the design.
Linked to indicators of progression

4. Teachers teach…
How to appreciate aesthetic and physical characteristics of a design
Visual communication techniques
Skills in using different media to explore design ideas
Skills in “telling a story” through visual communication
Divergent design possibilities
Through looking at how other designers communicate their ideas

5. Students need to…
Communicate their design ideas using techniques that explore both identifiable aesthetic and functional details of a design
Apply techniques such as sketching, modelling, rendering, collage, overlays and digital media
Reflect on and extend divergent design possibilities

6. Discuss
Aesthetic and physical characteristics of a design. How do you recognise them in fashion/textile designs?

7. Aesthetics Aesthetic qualities may include but are not limited to:
colour
tone
texture
pattern
shape
balance
surface finish

8. Function Functional qualities may include but are not limited to:
operation eg movement and ergonomic interface
construction eg material and assembly
size, scale, and proportion

9. Aesthetics or function or both?
Is this sketch showing aesthetics and/or function? Discuss
Hint can you see the details, how it goes together or just the overall design?
Aesthetics or function or both?

10. What is being visually communicated?
Think in terms of:
Aesthetics and function.
Target market – how is this shown? Occasion?
What do the accessories communicate?
Does the detail show aspects of techniques/construction?
How is 3D communicated?
Etc etc…

11. What is being visually communicated here?
Discuss in groups. Report back.

12. And here?
What is being communicated here?

13. What is being visually communicated through the use of a toile?

14. And here?

15. What is this story board visually communicating?
A storyboard that clearly communicates visually the designing and construction of a collar.
What is this story board visually communicating?

16. Final design – what does the photograph visually communicate?
Photography is a fashion technique to communicate visually the designers intent, evoking a mode or theme or even an emotion.
If students are to use photography to capture their design thinking in 3D then the skill of photography needs to be taught.

17. Technique: flat schematics
A flat sketch shows the full front or full back of a design
Investigate a dressmaking paper pattern - you'll see two different, but equally important types of sketches at work. On the back of the envelope, schematic drawings show the flat outline of the garment, with style lines and construction details. In contrast, the more dynamic fashion illustrations on the envelope front depict the garment or ensemble on a body (typically an elongated, slender one), and give the illusion of three-dimensional form and movement.

18. Visual communication and idea generation
It is about using techniques to explore ideas, e.g.
starting points
abstraction
conceptual models
adapting existing products

19. How can students show evidence that they can use a given or find a starting point and
re-interpret that as an idea of their own?
Don’t throw away the scribbles, crumpled paper, interpretative drawings from life and/or inspirational research which comes before
the neatly drawn idea

20. Celebrate the first ideas? What techniques have been used?
Celebrate the first ideas?
What techniques have been used?

21. Where do Ideas come from?
“i was listening to a really funky swing song and somehow ended up sketching these sillies...”

22. Where do ideas come from? Paper folding.
Where do ideas come from? Paper folding.

23. Find a starting point and re-interpret that as an idea of your own
Find a starting point and re-interpret
that as an idea of your own

24. Aim for excellence Generate ideas to become new starting points
re-generate, re-combine, overlay, re-mix, re-invent and generate new ideas

25. So the focus is not just on techniques but what the techniques are for, that is idea generation

27. Assessment schedule from NZQA website
Well worth discussing with students.
greater attention to the details being seen as design possibilities and a range of ideas that are different (no pre-determining the final outcome with the first sketch!

28. Technique: Fashion illustrations
A dimensional sketch will show the depth and different angles of a design
The more dynamic fashion illustrations on the envelope front depict the garment or ensemble on a body (typically an elongated, slender one), and give the illusion of three-dimensional form and movement.

29. Pencil Sketching

30. The ultimate goal of your sketch is to provide you and the audience, the feel of how the garment will look like when worn. This gives the sketch visual impact.

31. Does this sketch show function?
What could have been added to increase the viewers understanding of how the skirt works?

34. A designesr sketche can tell you a lot more than the average picture

35. Essential to know how… to draw fabric to draw the folds of clothing
to use lighting effects
To shade to create depth
to use colours and different techniques in reflecting the movements and the poses of the model
All will enhance the quality of the sketch and gives a 3 dimensional illustrations
enhances the visual impact, by adding colors, lighting effects, folds, and all the drawing techniques to the model