I wrote the following article this past March, but due to the fact that we have since developed this blog we felt it was worth republishing to share with those that might have missed it.
Reasoning with Standards
In order to help us better prepare our students for an entry-level position in the graphic design industry, we invited local professionals to participate in an online survey. The purpose of this survey was to help us more efficiently prepare our students for positions based upon industry standard expectations. It also enabled us to assess our curriculum, placement and software. Ultimately we have two goals, to improve our Graphic Design program to meet employer expectations and emphasize to students the importance of skills and qualities needed to enter the industry.
Currently, Valencia’s Graphics Technology Program provides its students with an AS Degree (2-year degree) that allows students to specialize in either print design or web/interactive design. Armed with the opinions gathered in this survey we are able to make sure our students are as prepared as they need to be to be a successful entry-level graphic designer.
Preferred Traits of a Graphic Design Graduate
The skills students should possess to land their first job in the graphic design industry should certainly not be neglected. A student who is not able to meet the needs of an employer or client becomes a waste of time and money. Often times these skills are ones which cannot be identified until someone has been hired. Nothing is worse than hiring someone who cannot meet deadlines, is unable to work with others, or cannot communicate their concepts. And all employers probably agree, hiring a designer who does fantastic work yet has a very arrogant or negative attitude is something they hope to avoid.This is exactly why we feel it is important to communicate to our students what the industry expects. Here are a few noteworthy facts gathered from responses professionals made during the survey:
- Communication. It was not a surprise that recent graduates are expected to communicate well. Not only did 85% of those surveyed find communication to be an important skill students must be capable of performing, but 35% admitted they would not hire a student without this skill.
- Years of experience (including internships). 41% of professionals felt a student’s level of work experience, to include internships was important. It should be reassuring to students that 59% of professionals found this to be somewhat important or not important at all. In fact, roughly 16% of professionals felt this was not an important skill to expect from a student, as they are obviously going to lack actual working experience while they are learning the tools of the trade.
- Artistic Abilities. Among desired skills, 59% of professionals felt artistic abilities such as photography, illustration, or fine art were desirable traits that were important for a student to have when entering the graphic design industry. About 11% of those surveyed confessed that students need not be an art savvy person to be considered for a position as an entry-level graphic designer.
- It’s not just design that’s important. It’s clear professionals support the expectations we have of our graduates. As students are informed regularly, it’s not just about design. For instance, one can be an exceptional designer but if they can’t meet deadlines they become useless. Among the many skills that professionals agreed to be vital to a student’s chances of being hired as a graphic designer were the ability to meet deadlines, learn independently, work as a productive team member, as well as their attention to detail.
Obviously it’s equally important that students have a healthy creative process as well as be capable of executing their creative concepts. Nothing is worse than a good idea that can’t be executed. One professional noted, “Two of the best qualities are being able to be a starter and a finisher. I find that several artists can start work on a project and do great work, yet never really finish the project. Some artists can complete a project, but actually taking a piece to the point of being FINISHED is an entirely different level.” Also, professionals like to see students with qualities such as enthusiasm, initiative, and eagerness. It’s discouraging working with a person who is negative, arrogant, or requires someone to hold their hand through every step of a project. On the other hand, there’s a lot to admire about those that not only complete the steps of a project, but they are passionate about their work and LOVE what they do.
- Print vs. Web. An overwhelming 91% of professionals felt it was important that students understand how to design for print design and web/interactive design.
- Print Design. Students should expect to learn a variety of skills necessary to enter the world of print in graphic design. Although the concept behind a design is extremely important, professionals also found other skills such as the ability to design various types of print collateral, proofreading, preflighting, typography and copyfitting equally as important. Professionals informed us that students majoring in print design should be familiar with programs such as Photoshop, Illustrator, QuarkXPress, and InDesign. Over half of the professionals surveyed felt it is important for print designers to also have knowledge of Dreamweaver and Flash.
- Web/Interactive Design. Professionals feel knowledge of skills such as FTP’ing, site maintenance, web standards, and usability are important for students to learn. The feedback received also supported the argument that students must expect to learn and gain experience with programming languages like xhtml, css, and actionscript. Over 90% indicated students must have experience with xhtml and css. Students majoring in web/interactive design should be experienced in using programs such as Photoshop, Illustrator, Dreamweaver, and Flash. Other programs that were said to be nice to have experience in (but not required) are Imageready, After Effects, Final Cut Express, and Maya.
A solution helps students gain necessary skills
To better prepare students for industry standards and expectations, instructors have collaborated on a self assessment which is designed to help students verify if their current abilities to think, value, communicate, and act (TVCA) are up to par with the graphic and web/interactive design industry set standards for being employable. Along with being desirable traits for employers, TVCA skills are also emphasized as traits needed in a college-level setting in order for higher-level thinking and learning to be achieved. This assessment helps students better understand the importance the various skills that often are not obvious until a person is hired.
Our faculty have observed that students not possessing the majority of these skills are often not successful in the introductory graphics course, Digital Media & Design. If they do pass the second or third try and continue to fall short of meeting these same expectations they have difficulty in higher level courses. If they do graduate they have trouble finding and/or keeping a job. This TVCA self-assessment is currently being introduced in this course, where it is most vital that students learn and understand how crucial these skills are to employers. Twenty percent of the student’s grade in this course is based upon the instructor’s observations of the TVCA skills. Although students will be expected to improve their TVCA weaknesses during the semester, failure to uphold with expectations from the beginning may result in a continued grade point deduction throughout the semester. After completing a self-evaluation early in the semester, students are required to develop an action plan for how they plan to compensate and remedy any personal weaknesses discovered. Each student’s grade is based upon how he or she meets the TVCA requirements in addition to completion of assignments, projects, quizzes, tests, and tutorials.
Barbara Peterson, Valencia’s Program Director for Graphics Technology, noted, “I see much more awareness of the skills needed to be successful and a clear attempt by most students to achieve these. I’m really encouraged by the positive response from the students.” TVCA requirements are expected to gradually be implemented into higher level courses in the program. Currently Kristy Pennino’s involvement in Valencia’s Title III grant funded initiative (focused on AS degree seeking students) has motivated her to implement the TVCA self-assessment into all four of her courses, Digital Media & Design, Typography, Advanced Graphic Design II, and Portfolio Review. She plans to further research pedagogy issues related to the TVCA evaluation. Kristy responds, “Our research could not only benefit any AS degree program in the country, but could also be considered by other graphic design education institutions regardless of the degree offered. What’s nice about what we’ve done is that we haven’t based our decisions on theory or assumptions, but have taken the initiative to research and test our ideas based upon the reality of industry expectations.”
TVCA supports our beliefs: A grade or a diploma does not entitle a student to a high paying job.
Interested in joining the Graphics Advisory Committee?
Valencia Community College’s Graphics Advisory Committee wants to hear from you! If you feel as though you would like to take part in helping to develop Valencia’s Graphics Program or if you would just like to make sure our students are as prepared as you need them to be, then this would be the ideal opportunity for you to express your opinion. Maybe you just feel as though our students’ skills or portfolios are missing a key ingredient that is needed in order for you to hire them? The Graphics Advisory Committee meets twice a year (in the fall and spring semesters). If you are a professional local to the area and are interested in joining, contact Amanda Kern at akern [at] valenciacc.edu.
Very interesting read… I have noticed working in the field that a lot of clients want something you don’t think is good. But as a designer it is always important to tailor to whatever likes the client has. Even if it means creating bad design. But then again does it make the design bad if you made your client happy? Hmmmm… Think about it hahahaha!
I must say communication is very important! You have to in a way be a sales man and sell your ideas to the client. Without communication skills a graphic designer won’t be successful.
By: Efrain Lugo on August 21, 2006
at 8:54 am
Yes, Efrain, I think it’s important to know that ultimately you have to meet the needs and expectations of the client. This might mean going against some of your own design ideas to meet their expectations. Sometimes this can seem like some type of jedi mind trick, especially when the client doesn’t really know what they want. It can be frustrating when your client or boss thinks you can read their mind. I think it’s important that a designer educate their client/boss on keys to successful design, hopefully convincing them against “bad” design. It’s important that you and your clients/boss keep the target audience in mind, and not just what the client likes.
And I’d have to say communication is probably the most critical factor to a project. Lack of communication is a sure way of dooming a project for failure.
By: amandakern on August 21, 2006
at 10:24 am
I’m sure any other institution should be jealous of teachers like ours in the Graphic Design Program here at Valencia. They really take in consideration the needs of the industry ensuring that we will gather the knowledge necessary to get a decent job at an entry level position.
Thank you guys for everything you do for us!!!
By: Daissy on August 21, 2006
at 11:50 am
The TVCA process is one that has provided students with an opportunity to grow on a personal level that directly effects thier professional life. It has been my experience in life that the qualities developed in the TVCA process are life long skills that can translate into every aspect of a persons life.
As a employer I have always prefered the employee that was on time, prepared and willing to stick it out through the rough parts over a “Star” type which often have a “gift” or “eye” for the asthetic but no work ethics or personal stability.
The TVCA process is just another example of how at Valencia we dont just teach you a tool or technuiqe we teach you the ability to continue learning by developing your ability to teach yourself and to learn from the multitude of resources available in todays techno-savvy world.
By: dennis on October 11, 2006
at 9:36 am
Hi Efrain,
Something that I’ve noticed is this: It isn’t that clients want bad design, or are even looking to kill good design, it is a matter of ignorance of what good, effective design is and what it looks like.
One thing you have to work through is clients who want things that make their eyes sparkle (which, for the most part, is bad). This isn’t unique to design — you can go to any store, look down any isle, and you’ll see sparklie bits and pieces that aren’t (frankly, are rarely) the best operating/tasting/sounding/ect. product in the category.
This can lead to a big problem and, when it goes poorly, is resolved by a matter of whom is stronger: decision maker or designer.
Managing not to fall into this pit comes with two lessons that you’ll hear repeated by your teachers a million times, because they are both as solid as iron:
1) Educate your client. Find out WHY they want the drop shadow, outer glow, yadda. Is it to make the logo stand out more? Is it because they think it’ll print easier against a white background? Explain that the loudest voice isn’t the one that is remembered. Show them, don’t just tell them, how you can solve these problems without resorting to Photoshop (d)effects.
2) Work with people you respect and trust, and respect and trust you. This is the most difficult lesson to swallow, as is usually very, very hard to find people who fit this shell. Money and patience are rarely as in supply as time.
Regarding the second point, this is something I learned from Hachem Hosenbux, a Valencia alum I highly recommend chatting with some time (http://www.hosenbux.com): Learn from everything. The good experiences and the bad experiences, the good clients and the bad. Find some nugget you can take away to improve your career and you’ll be better for it.
There is a flip side to this rambling diatribe, though, that I feel is equally important to bring up (and not just because Kristy sends me extra candy when I post long posts. Thats just a bonus.) Always remember that your opinion, your eye and your skill is valuable. But you aren’t always right . Your client knows their audience and what they respond to. The key is to find the happy middle ground between your personal opinion, the generally accepted logos of good design, your client’s personal opinion, (sometimes) your client’s wife’s cousin’s neighbor’s opinion, and the audience’s trigger (who, frankly, is the king of the mountain — your client has the money to pay you, but they get that money from their audience).
It isn’t easy. But that is why we’re allowed to wear all black, drink more stronger-than-legal coffee, and wax poetically about subtle details. Shoot me an email sometime (kevin@thinblackglasses.com) if you ever have any questions.
By: Kevin M. Scarbrough on October 12, 2006
at 9:05 pm
[...] This past week has been midterm week so many of the courses in the graphics technology program have incorporated TVCA assessments into their course, in response to “What the industry expects from graduates”. I’ve had a few students ask what they could do to raise their TVCA scores so I thought I’d offer up a few suggestions. [...]
By: How to improve your TVCA grade « Graphics Technology on November 3, 2006
at 12:51 am
ok so that is what profesionals are looking for graduates well now I know so Im just gonna write those down to make shure when I graduate I become a master on those programs!. Oh yeah cool article!!
By: Carlos Sanchez on September 21, 2007
at 3:36 pm
This is a not joke industry and I see why, with the competition out there fierce. Landing a decent design job is a great achievement in its self. Reading these exceptions, give you a very good look on what areas. As a student you should be focusing on if your weak in that area. The skill of “designing” definitely takes time and sacrifice. I just started this degree, so I don’t know a lot about design and its industry. But this post has made me aware of what I should be looking out for. Imagine if every degree here had the same cut throat expectations, just wondering..
By: James Bernavil on January 14, 2009
at 4:25 am
I am very impressed with the way the instructors at Valencia are preparing their students for the real world.
Having spent many years in the real world workforce, I can guarantee you that the concepts behind the TVCA skills are critical in holding down a job and surviving in the job market in practically
every field out there. The competition is stiff. People are out there trying to support their families and will do whatever it takes.
In my opinion, the best chance you have to survive out there is with a first class work ethic, as much education as you get, hands on skills and talent.
Referring to Dennis’ post from 10/11/06:
“As an employer I have always preferred the employee that was on time, prepared and willing to stick it out through the rough parts over a “Star” type which often have a “gift” or “eye” for the asthetic but no work ethics or personal stability.”
I think Dennis hit this right on the head. Now if you take the stability and the work ethic and add gifted and talented to that, then you’ve got a reasonable shot at success.
Every field is competitive out there. If you think you can coast by with as little work as possible, you might want to think again.
By: Billy Mitchum on January 15, 2009
at 2:22 pm
Great article! I tell you, Valencia does a great job informing their students about what to expect and how to prepare for the industry. These past couple of semester I feel I’ve learned a tremendous deal both technically and about the industry. I love the fact that Valencia’s Graphic program utilizes different sites such as wordpress and flickr to keep the studens up to date and informed on current issues and events. I’ve haven’t seen other colleges utilize the internet like Valencia, at least not enough to keep me coming back for more updates.
I think Valencia has helped bring out the artist in me buy guiding me in a professional direction. I’m learning why things might not look good and how it can be improved. I really enjoy doing the work because I know what the industry expects, and I know my work is helping fulfill my future goals.
Anyways, I’m always amazed Amanda Kern has the ability to write extensively on subjects and photos! Writing tends to test my Patience. Great job Valencia staff!
By: Brandon W Lohaus on January 17, 2009
at 4:16 am
This is a great article and provides excellent incite in to what attributes, qualities, experience and qualifications a graduate of this program will need to possess in order to be successful in the deign industry. I found it very useful to give me some direction as to what path (print and/or interactive) of design to pursue. The article was also useful to reiterate the importance of TVCA and how it can benefit me when I start to look for a job in the industry.
I can see that Valencia will prepare me well for entering the industry and I am really looking forward to my journey through this program.
By: Laura Bowman on January 21, 2009
at 1:08 pm
I completely agree with everything professionals except. Not only are they hiring someone, but they are hiring an adult. Too me they should act like an adult and have the same responsibilities. This article was also really useful, for anyone really, because even if you are good with let’s say communication, this can give you insight on what level you are at. Such as if you need to improve slightly, or maybe just think about where your strengths and weakness’ are in general. For me, the one thing I would wanna work on, is years of experience. I am more of a free hand person, like fine art and such. I have not worked with computers that much, so now I know that I need more experience with it.
I think Valencia does a pretty good job in preparing their students, because they seem to truely care and want each person too succeed.
By: Kristin Andrews on January 21, 2009
at 10:20 pm
As former manager I am thrilled to see Valencia Graphics implementing a TVAC Rubric! In my past experience I have seen students who pass the classes with flying colors but when it comes to people skills they lack something that cannot always be acquired overnight. Having the qualities and expectations outlined early for a student can only lead to personal success no matter what industry a student pursues.
As a second time student myself I was a little apprehensive about not being up to par with the expectations for my new career path. After reading this article I know that Valencia will give me all the tools and know-how to be successful.
Knowing there is a Graphics Advisory Committee that meets twice a year to keep a finger on the pulse of the local design community is a fantastic way to make sure the Graphic program is meeting the expectations of our future employers. KUDOS to the Graphic Design Program for being out there in the forefront seeking the knowledge to Graduate better students!
I’m excited about my new career and I’m happy to be at Valencia!!! I look forward to meeting you all ☺
By: Jennifer DeLutri on January 22, 2009
at 1:43 am
The line about a diploma or grade not entitling a student to a high-paying job jumped out at me. Would improvement of skills using the TVCA entitle someone to a high-paying job then? If so, and if TVCA is “folded” into grades (and a diploma), would that statement be moot?
For my two cents, I would say that a high-paying job should go to someone who can do that job and do it well. Knowledge of skills and knowledge of work style and ability would all fall under that. For some reason in today’s environment, however, it feels odd to say that anyone is “entitled” to a high-paying job, perhaps because it feels like so few have them.
By: Katie Beougher on January 23, 2009
at 2:34 pm
I am new to the world of art and Graphics technology. The things I see artists doing today are amazing from the Icon lady Susan Kare to the guy who makes impressive book covers like Chipp Kidd… I think feel what the industry expectsfrom graduates has to be what you may expect out of any graduate which has to be drive, dedication, commitment, and of course talent…….
By: Leon Orange on January 24, 2009
at 5:24 pm
The number 1 thing that i feel the industry should expect is creativity. Why, well with out creative ways of thinking, where would graphic design be? Would it be as big of an epidemic as it is? I mean of course in the business world you have to know all the technical stuff also. For that reason i think Amanda Kern’s article is right on the money. The points that she makes are very relevant when striving to be a successful graphic design artist.
By: Sakeeniah Johnson on January 24, 2009
at 7:37 pm
Why should someone settle for less than their best? Especially with graphics and design, the very images created are to be a direct representation of the clients who are paying us. Honestly, for those who wish to become successful in this field, we must not only maintain, but surpass industry standards to remain competitive, and well, employed! I’m thankful for the great programs and teachers VCC has to offer and I’m looking forward to learning all I can.
By: John Holbrook on January 24, 2009
at 9:29 pm
I was really intrigued by this article. TVCA seems to be a very good process for learning what the industry really needs and wants.
I am very grateful I chose VCC to study graphic design or might have been one of those graduates whom wouldn’t have too much of a shot. I’m definitely going to be working to improve my TVCA.
By: Amarillys Lopez on January 25, 2009
at 8:34 pm
It makes me proud to be a student at VCC when I read articles like these. Before, I had the idea that 4-year programs and Bachelor’s Degrees in renowned Universities had the advantage over 2-year programs at Community Colleges (sorry, had to say it!). But after reading this article, were there is surveyed proof of what employers expect of graduates and what Valencia has done in order to provide their students with this knowledge, I think Graduates from 4-year programs better watch their backs because we’re coming stronger than ever!
I guess students sometimes don’t realize how important skills like the ones TVCA work on are for employers. How the impact in a work enviornment and how they can help you get to were you want to be.
I, as a graduate student -coming BACK to school- can honestly say from experience that it’s not all about technique, aesthetics and the software skills you have. These abilities will only take you so far. You need “people” skills, know how to work with other people, how to meet deadlines, how to sell your ideas to your boss or client.
It makes me really happy to know I made the right choice by becoming part of the Valencia’s Community. I will take advantage of all the resources it offers me, knowing it will better prepare me for the real world.
By: Valeria Melo on January 25, 2009
at 10:48 pm
This is a great way to learn the expectations of Valencia’s program. I am new to graphics technology. What I am impressed with is the quality of the education that I will be receiving for the next 2 years.
By: GladysC on May 16, 2009
at 12:19 pm
This is a great way to learn the expectations of Valencia’s program. I am new to graphics technology. I do know that the journey is going to be full of excitement. Even though I just started this journey I know I going to be part of an excellent group. What I am impressed with is the quality of the education that I will be receiving for the next 2 years. The more I read about this program the better I feel about changing my major.
Learning how far this will take me makes me believe once more that there is a way to make a difference in this world and how many others like Bruce Mau have already started doing just that. All you have to do is jump in and be fearless. Thank you so much for this incredible opportunity.
By: Gladys Cevallos on May 16, 2009
at 6:16 pm
Stacy Frank
I feel it is good to know the expectations of the Graphic Design programs from the get go. I feel that after reading this article the program that I have entered has been modified to be the best of what the industry’s want. It seems the staff has worked with the industry and professionals to meet the standards needed for students to come out of this program with success. I am happy with my decision that I chose this program at Valencia and have no doubt of the success I will have when I leave. I think it is awesome that Valencia continuously is meeting with Professional’s in the Design world to get updates and feedback for what they are looking for or lacking. I think it makes since that work and grades are not all it takes in any career and that there should be ethic incorporated into all school programs. I am excited to get started with my program and already feel I am more informed on the design world.
By: Stacy Frank on May 18, 2009
at 9:12 am
I am really impressed with how much Valencia seems to care about whether or not I am prepared for the career world after I graduate. I attended another university, which I loved, but I did not feel that they really cared if I had a job after graduation. I like that throughout my graphic design career here at Valencia I’ll be evaluated using the TVCA rubric. I think that this is a great chance for me to strengthen my weaknesses and hone skills so that I will be most prepared. This field really seems to be pretty cutthroat and pretty unforgiving. Knowing that, it makes me want to really push myself. It helps knowing from the get-go what professionals expect from their employees. Reading this makes me want to research the specific companies I’d like to work for and find out their exact expectations.
By: Rebecca Herzog on May 18, 2009
at 9:38 am
After reading this article, I feel even more confident than ever that I’m headed in the right direction. It is very reassuring to see that VCC cares so much about its graduates.
My main concern as a student has always been not being able to find a job after graduation due to my lack of knowledge of the industry’s expectations. I can already see that isn’t something I will have to worry about much longer. VCC has already proven to be very helpful in that department.
I have to say I was very relieved to see that less than half of the professionals felt that work experience was important. Though I obviously understand it helps, one needs to start somewhere. If every employer felt the same about hiring ONLY those with experience, then many immensely talented and creative people would be overlooked.
On the other hand, I was surprised to see that only 59% of those same professionals thought artistic abilities were important. I would’ve expected that number to be at least in the 80th percentile. Nevertheless, I am quite hopeful for my future as a graphic designer after being made aware of the points discussed in this article.
By: Michelle Ferrer on May 19, 2009
at 5:56 pm
This was an interesting read. Within any industry, I think that it is critical to exhibit professionalism. (By showing up on time, finishing what you start, and communicating effectively, etc. it shows that you are committed to the employer and/or project.) However, I’m not sure that colleges and universities take a step back to assess what their students are learning and how it relates to employment.
The TVAC that VCC has implemented is a critical resource in developing students in the graphics program. Not only from the very beginning are students aware of what employers are looking for in graduates of this program, but students are also given the opportunity to work on improving the skills necessary to obtain gainful employment. Additionally, in an industry that is extremely competitive, how will students differentiate themselves from other graphic designers? The TVAC is certainly one instrument that could be used to do just that.
I think it’s also important to note that just because you are a good/great designer does not mean that you cannot be open to fresh ideas or perspectives even when it may not necessarily “fit” your particular design mode. Graphic designers must be flexible and open and listen to their clients.
By: Laine Powell on May 19, 2009
at 6:53 pm
I think that the think , communicate, value and act is a wonderful action plan for all students to learn how to incorporate into their life.No matter what field they may be entering into to . In order to pull together ideas a person should be able to brain storm and come up with creative ideas . Brain storming is a wonderful way to get your brain awake and functioning correctly.In order to communicate a student should learn how to take criticism and give to back when asked by the professor. It is also important to communicate wit h students in the same professional manner you would with your teacher.In order to concentrate on a students value skills they should show an intrist in what the other students have to say about work they have done and use that information to improve those skills on the next project . Finally the act skill is a very important skill to pocess. If students plan on being sucessfl they need to learn how to act in a buisness enviroment.This can be very difficult for students to achive if they are not used to using the correct terms of the field.I think this may be one of the more important things for me to freshen up on while taking my course this summester
Rebecca Smith
By: Rebecca Smith on May 20, 2009
at 7:48 am