This domain is entirely concept-based -- no software needed. It's the professional, client-facing side of design: understanding who you're designing for and why, working legally and ethically with content, running a project, and talking to clients and teammates. This is exactly what Grade 9/10's analog, paper-only semester builds first, before anyone touches a computer. This domain is concept-only -- no computer needed.

ACP 1.1 Identify the purpose, audience, and audience needs for preparing images.

Every image or design choice has a purpose -- and a target audience it needs to reach. Before opening any tool, a designer identifies: who is this for (the audience, described by demographics like age, location, or interest), what does the client need (the purpose), and what reaction should the finished piece produce. Getting this wrong means a technically perfect design that still fails the client, because it wasn't built for the right person.

🔎 Client Interview Question Categories

Goals & Target Audience
What does the client actually want this piece to accomplish, and who exactly is it for (age, interests, how they'll encounter it)?
Content
What words, images, logos, or existing brand assets does the client already have -- and what still needs to be created from scratch?
Design Requirements
Required colors, fonts, or logos; anything the client explicitly does NOT want used; similar designs the client admires.
Distribution
Where will this actually appear (print, web, video, a combination), and what size/format/resolution does that destination require?
Purpose
The reason a design or image exists -- what it needs to communicate or accomplish.
Audience
The specific group of people a design is created for.
Demographics
Measurable traits used to describe an audience -- age, location, gender, income, interests, etc.

✏️ Practice it: Pick any advertisement you've seen this week. In 2-3 sentences, identify its purpose, its target audience, and one demographic detail that tells you who that audience is.

📝 From a Real Practice Exam Multiple Choice (Choose 3)

Which three pieces of information must you include in a project goals document? (A) Project deadline (B) Target audience (C) Project purpose (D) Color palette (E) Hero image

Show answer

A, B, and C -- deadline, target audience, and project purpose. Color palette and hero image are design decisions that come later, once the goals are set.

🙌 Try It

Grades 9-10 · Paper Activity

Ad Deconstruction & Redesign

You'll need: 1-2 print ads (magazine/newspaper cutouts, or printed from notes), scissors, glue stick, a blank index card, colored pencils

  1. Find or recall 2 real advertisements. For each, write down its purpose, its target audience, and one specific demographic clue in the ad that reveals who it's for (a color choice, an image, the wording).
  2. Pick ONE new, very specific audience your teacher assigns or you choose (e.g. "seniors ages 65+" or "kids ages 6-8").
  3. On the index card, sketch an original mini-poster for a school club, aimed only at that audience.
  4. Label 3 choices on your poster (an image, a color, a word) and explain in one sentence each why that choice fits your audience.

Write about it: What would you change about your mini-poster if your assigned audience were the opposite age group? Be specific about at least 2 changes.

Grades 11-12 · Photoshop Activity

Audience Persona One-Pager

You'll need: Computer with Photoshop

  1. Create a new 8.5x11in, 300 PPI, RGB document.
  2. Place 2-3 images (placed assets, Domain 2.4) that represent a specific target audience you're designing for.
  3. Add a title text layer naming the audience, and 3 short text callouts describing their age range, interests, and one specific need this design should meet.
  4. Use type size/weight to create a clear hierarchy (Domain 1.5/4.2) -- the audience name should be the most visually dominant element.

Write about it: In a text layer at the bottom of the document, write 2-3 sentences: how did you decide which images and words would appeal to this specific audience?

ACP 1.2 Communicate with colleagues and clients about design plans.

Designers rarely work alone. A project usually starts with a client conversation (what do you need, who is it for, what's the deadline, what's the budget) and continues with regular check-ins so nobody is surprised at the deadline. Professional communication means asking clarifying questions early, documenting decisions in writing (an email, a shared doc), and giving/receiving feedback without taking it personally. Before a client approves anything final, designers usually pitch 2-3 rough design comps (not just one) so the client is picking a direction, not just approving or rejecting a single idea.

🔎 Team Roles on a Client Project

Project Manager
Keeps everyone on task, tracks deadlines, and is usually the one person who communicates directly with the client.
Designer
Responsible for the actual layout, look, and feel of the piece.
Photographer
Responsible for any original photography the project needs.
Writer/Editor
Responsible for writing and then editing/proofreading all text content.
Client
The person or business a designer is creating work for.
Feedback
Specific, actionable comments on a piece of work, meant to improve the next draft.
Scope
The exact work a project includes -- and, just as important, what it does NOT include.
Design Comp
A polished, presentable draft of a design idea shown to a client for approval or feedback -- usually 2-3 different comps per project, not just one, so the client is choosing a direction rather than only saying yes or no.

✏️ Practice it: Write 3 questions you would ask a client before starting a poster design for their business, if all you were told was "make me a poster."

📝 From a Real Practice Exam Multiple Choice

What is project scope? (A) The building phase (B) The document dimensions (C) The client communication plan (D) The cost estimate and the project schedule

Show answer

D -- scope is the work required to deliver the project, defined by its cost estimate and schedule. Watch for distractor answers that sound related (communication plan, document size) but aren't the actual definition.

🙌 Try It

Grades 9-10 · Paper Activity

Client Intake Role-Play

You'll need: notebook or paper, pen

  1. With a partner, write a short "client intake script": 5 questions you'd ask a client before starting a design (purpose, audience, deadline, budget, style preferences).
  2. Take turns: one partner role-plays the client (make up simple answers), the other asks the 5 questions and writes down the answers.
  3. Swap roles and repeat with a different imaginary business.
  4. Give your partner one piece of specific, actionable feedback on their questions (not "good job" -- something like "ask about deadline earlier").

Write about it: Which of your 5 questions got the most useful answer, and why do you think that question worked well?

Grades 11-12 · Photoshop Activity

Digital Client Brief Template

You'll need: Computer with Photoshop

  1. Create an 8.5x11in document designed to look like a reusable form: Project, Audience, Deadline, Budget, and Style Notes, each as a labeled field with a line or box to write in.
  2. Use consistent type settings (Domain 4.2) for all the field labels so the form looks professional and organized.
  3. Fill it out once with a real or invented client scenario as an example.
  4. Export it as a PDF so it could actually be reused for a future client project.

Write about it: What's one question on your template that a client might not think to answer unless you specifically asked it?

ACP 1.3 Determine the type of copyright, permissions, and licensing required to use specific content.

Copyright automatically protects almost anything the moment someone creates it (a photo, an illustration, a font, music) -- you cannot legally use someone else's protected work in a client project without permission, a license, or a Creative Commons/public-domain exception. Fair Use is a narrow legal exception (commentary, criticism, education, parody) and is NOT a blanket permission to use whatever you want for a client project. When in doubt, use licensed stock content or your own original work.

Copyright
The legal right of a creator to control how their original work is copied, shared, or used.
Fair Use
A limited legal exception allowing copyrighted work to be used without permission for purposes like commentary, criticism, or education.
Licensing
Legal permission, usually with specific conditions, to use someone else's copyrighted content.

✏️ Practice it: A classmate wants to use a photo they found on Google Images in a paid client project. Explain, in your own words, why that's risky and name one safer alternative.

🙌 Try It

Grades 9-10 · Paper Activity

Copyright Detective

You'll need: a printed worksheet or notebook, pen

  1. Read 4 short scenarios (from your teacher, or write your own): e.g. "a student uses a celebrity photo found on Google in a paid flyer," "a student draws their own original character."
  2. For each scenario, mark it Legal / Illegal / It Depends, and justify your answer in 1-2 sentences.
  3. By hand, design a simple infographic (icons + a few words) explaining what ONE Creative Commons license type allows and doesn't allow.

Write about it: Which scenario was hardest to judge, and what extra information would you need to be sure?

Grades 11-12 · Photoshop Activity

Rights & Permissions One-Pager

You'll need: Computer with Photoshop, one original photo/graphic you made yourself

  1. Create a one-page document comparing two images side by side: an original photo/graphic you made yourself, and a placeholder representing a licensed stock image you'd need permission for.
  2. Under the licensed image, add a properly formatted attribution/caption text block (small type, italic, crediting a source) -- the real format professionals use.
  3. Add a short paragraph explaining the legal difference between the two images.

Write about it: Why does an attribution caption need to be small and unobtrusive, but still legally present, on a finished design?

ACP 1.4 Demonstrate knowledge of key terminology related to digital images.

The exam (and every module ahead) assumes fluency with core image vocabulary: resolution (how much detail an image holds, measured in pixels or PPI/DPI), image size vs. canvas size, raster vs. vector, and common file formats. Get comfortable defining these in your own words -- several exam tasks hinge on knowing exactly what a term means before you can act on it.

Resolution
The amount of detail an image holds, often measured in pixels per inch (PPI) or dots per inch (DPI).
Raster Image
An image made of a fixed grid of pixels -- loses quality when scaled up. Photoshop's native format.
Vector Image
An image made of mathematical paths -- scales to any size with no quality loss. Illustrator's native format.

✏️ Practice it: Explain, without looking anything up, the difference between a raster image and a vector image, and give one real-world example of when you'd choose each.

📝 From a Real Practice Exam Matching

Match each term to its definition: Vector, Rasterize, Resample, Bitmap → "Convert an image stored by a geometric formula to pixels" / "An image created by colored dots on a grid" / "An image created by defining points and curves" / "Adjust the number of pixels in the image"

Show answer

Rasterize = convert a geometric formula to pixels. Bitmap = colored dots on a grid. Vector = defined by points and curves. Resample = adjust the number of pixels.

🙌 Try It

Grades 9-10 · Paper Activity

Draw Your Own Pixels

You'll need: graph paper (or a hand-drawn grid), colored pencils, plain paper

  1. On graph paper, color in individual squares to build a simple picture (a smiley face, a heart, a star) out of visible "pixels." This is a low-resolution raster image, made physically.
  2. On plain paper next to it, draw the SAME picture using only smooth lines and curves, no grid.
  3. Label the grid version "Raster" and the smooth version "Vector," each with a 1-sentence definition in your own words.
  4. Try scaling: redraw a small section of each version 3x bigger. Notice which one gets blocky and which one stays smooth.

Write about it: Why does the raster version get worse when enlarged, but the vector version doesn't? Connect this to how each is actually stored (pixels vs. math).

Grades 11-12 · Photoshop Activity

Raster vs. Vector, Side by Side

You'll need: Computer with Photoshop, one simple photo or logo image

  1. Place a photo into a new document and use Free Transform to scale it up 400%. Screenshot the pixelated result.
  2. Using the Shape or Pen tool, recreate a simple version of the same subject as a vector shape.
  3. Scale the vector shape up 400% too and screenshot it -- it should stay crisp.
  4. Combine both screenshots on one labeled canvas, with text explaining resolution, raster, and vector using this specific comparison.

Write about it: In your own words, why is Photoshop (raster-based) still the right tool for photos, even though vectors scale better?

ACP 1.5 Demonstrate knowledge of basic design principles and best practices employed in the design industry.

Elements and Principles of Design (the same vocabulary from Grade 9/10's analog unit) are the foundation every visual decision in Photoshop is judged against: balance, contrast, alignment, proximity, repetition, hierarchy, and white space -- plus movement, unity, and emphasis, three principles about how a composition feels as a whole rather than how one piece of it is positioned. A technically correct edit can still fail if it ignores these -- the exam expects you to recognize good and bad design, not just operate tools.

🔎 Types of Balance

Symmetrical (Formal)
Both sides of a composition mirror each other around a center line -- feels stable, orderly, and calm.
Asymmetrical (Informal)
Different elements on each side carry equal visual weight without mirroring each other -- feels more dynamic and modern.
Radial
Elements are arranged in a circle around a central point, all balancing outward from the center.
Hierarchy
Arranging elements so the eye is guided to the most important one first.
Contrast
A noticeable difference between elements (size, color, weight) used to create emphasis.
Balance
Weighing empty space against filled space, or one element against another, so a composition doesn't feel lopsided.
Movement
Using line, color, and repetition to lead the eye through a composition and create a sense of motion.
Unity
The sense that every part of a composition belongs together and supports one overall message.
Emphasis
Making one element stand out above the rest because it's the most important part of the message.

✏️ Practice it: Find one design (a poster, app icon, or ad) and identify one design principle it uses well and one it could improve.

🙌 Try It

Grades 9-10 · Paper Activity

Bad Flyer, Good Flyer

You'll need: paper, pencil, ruler

  1. Sketch a deliberately BAD flyer for a fake event: cram in too much text, use no hierarchy, misalign everything.
  2. On a second sheet, hand-sketch a redesign of the same flyer applying 3 named principles (e.g. hierarchy, alignment, white space).
  3. Label each fix directly on the redesign: draw an arrow to the change and write which principle it demonstrates.

Write about it: Which single fix improved the flyer the most, and why do you think that principle mattered more than the others here?

Grades 11-12 · Photoshop Activity

Digital Redesign

You'll need: Computer with Photoshop

  1. Recreate your "bad flyer" digitally using text and shape layers, keeping it deliberately cluttered and misaligned.
  2. Duplicate the document and redesign it using layers, alignment (Smart Guides), and clear type hierarchy (Domain 4.2).
  3. Add a text block (a short design rationale) naming the 3 principles you applied and why.

Write about it: Screenshot both versions side by side. Which took longer to build, the bad one or the good one -- and what does that tell you about designing with intention from the start?

🔗 Connected Lessons This Year (all grades)

Every lesson below is automatically linked here because it's tagged with an objective from this domain -- this list updates itself whenever the curriculum changes.