Art/Visual Communication: Illustration

Art/Visual Communication: Illustration October 2014 Needs Assessment Prepared by Danielle Pearson Date: October 2, 2014 Art/Visual Communication: Illustration Art/Visual Communication: Illustration Needs Assessment Page 1

Scope Data compiled in this report covers San Bernardino, Riverside, Orange, and Los Angeles counties. Data were drawn from external sources, including the Employment Development Department s California Labor Market Information, the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS), O*NET OnLine, and Chaffey College s Colleague Administrative database. Data Sources and Calculations Educational Program Data TOP Code Program of Study 1013.00 Commercial Art The Taxonomy of Programs (TOP) is a standardized system used at the state level to classify programs and courses that are intended to achieve the same outcome at different colleges throughout the state. CIP Code Program of Study 50.0402 Commercial and Advertising Art The Classification of Instructional Programs (CIP) is a standardized coding system used at the federal level to facilitate accurate tracking, assessment, and reporting of fields of study and program completion at educational institutions throughout the country. This report draws on the Commercial and Advertising Art CIP code, which maps to the Commercial Art TOP code, to compare Chaffey College to other institutions and examine employment trends. Completions Data Degree and certificate data regarding students at Chaffey College were collected from the Colleague Administrative database. Degree and certificate data for all comparison schools were collected from the U.S. Department of Education s Integrated Postsecondary Education Data System (IPEDS). All comparison institutions included in this report are postsecondary and have provided data to IPEDS. IPEDS defines postsecondary education as a formal program designed primarily for students beyond high school age. These include academic, vocational, and continuing professional education, and exclude avocational and adult basic education programs. Occupational Data SOC Code Occupational Title 27.1019 Artists and Related Workers, All Other 27.1021 Commercial and Industrial Designers 27.1024 Graphic Designers The Standard Occupational Classification (SOC) system is used by federal statistical agencies to classify workers into occupational categories. The Commercial and Advertising Art CIP code was mapped to the SOC codes listed in the table above using the crosswalk described in the paragraph below. Art/Visual Communication: Illustration Needs Assessment Page 2

Educational Program to Occupation Crosswalk The TOP-CIP-SOC Crosswalk (Employment Development Department, 2009) was used in this report to map TOP codes to CIP and SOC codes. This crosswalk allows the user to estimate labor market demand for California Community College program completers using SOC based projections from the Labor Market Information Division. Industry Data The North American Industry Classification System (NAICS) is used by federal statistical agencies to classify business establishments for the purpose of conducting and reporting research on the U.S. business economy. Using the Standard Occupational Classification codes listed above, associated NAICS industries were identified. Art/Visual Communication: Illustration Needs Assessment Page 3

Introduction and Contents Contents Background Information 5 Regional Job Outlook 7 Largest & Fastest Growing Industry Employers 10 Regional Graduation Summary 13 Chaffey College s Performance on Core Indicators 14 Purpose and Goals Chaffey College currently offers a 27-28 unit Associate in Science degree in Art/Visual Communication: Illustration. A 41-43 unit Illustration Certificate is also available. The following is a description of the Art/Visual Communication: Illustration program as outlined in the 2014-15 Catalog: The Illustration program develops student s ability to express concepts and ideas in varied visual forms. Primary emphasis is on concepts and skill development to facilitate student preparation of a portfolio for use in conjunction with employment interviews and/or transfer to a four-year institution. The purpose of this report is to integrate and analyze data from multiple sources to determine labor market needs for the Art/Visual Communication: Illustration program at Chaffey College. Regional Definitions Inland Empire includes the Riverside-San Bernardino-Ontario Metropolitan Statistical Area (MSA) Los Angeles County includes the Los Angeles- Long Beach-Glendale Metro Division Orange County includes the Santa Ana-Anaheim- Irvine Metro Division Key Terms and Concepts Replacement Jobs: Replacement jobs refer to the number of job openings due to workers leaving an occupation. Annual Openings: Annual openings are calculated by adding the number of new jobs to the number of replacement jobs, divided by the number of years in the projection period. Projections: Projections of employment are calculated by the Employment Development Department and are based on a mathematical formula that includes historical employment and economic indicators along with national, state, and local trends. Occupation: Jobs are grouped into occupations using the federal Standard Occupational Classification (SOC) system. Industry: Occupations are grouped into industries using the North American Industry Classification System (NAICS). Wages: Hourly wages are reported in percentiles and averages. The 25 th percentile is a useful proxy of entry-level wages and the 75 th percentile of experienced-level wages. Art/Visual Communication: Illustration Needs Assessment Page 4

Background Information Commercial Art Commercial Art programs in California Community Colleges cover the design and execution of layouts and illustrations for advertising displays and instructional manuals, including the preparation of copy, lettering, poster, package and product design, fashion illustration, silk screening, air brushing, inks, color dynamics, and computer pre-print applications. 1 The descriptions of job duties for Commercial Art-related occupations are provided by the Occupational Information Network. 2 Artists and Related Workers, All Other 2 Artists and Related Workers, All Other is an occupational group that includes all artists and related workers not listed separately by the California Labor Market Information Division. This group includes Art Directors, Craft Artists, Fine Artists, Illustrators, Medical and Scientific Illustrators, Cartoonists, Sketch Artists, Sculptors, Printmakers, Painting Restorers, and Multi-media Artists and Animators. Data on typical tasks for this occupational group are not available due to the group s heterogeneity. Commercial and Industrial Designers 2 Commercial and Industrial Designers develop and design manufactured products, such as cars, home appliances, and children s toys. They combine artistic talent with research on product use, marketing, and materials to create the most functional and appealing product design. Typical Tasks Prepare sketches of ideas, detailed drawings, illustrations, artwork, or blueprints, using drafting instruments, paints and brushes, or computer-aided design equipment Confer with engineering, marketing, production, or sales departments, or with customers, to establish and evaluate design concepts for manufactured products Modify and refine designs, using working models, to conform with customer specifications, production limitations, or changes in design trends Direct and coordinate the fabrication of models or samples and the drafting of working drawings and specification sheets from sketches Evaluate feasibility of design ideas, based on factors such as appearance, safety, function, serviceability, budget, production costs/methods, and market characteristics Present designs and reports to customers or design committees for approval, and discuss need for modification Investigate product characteristics such as the product s safety and handling qualities, its market appeal, how efficiently it can be produced, and ways of distributing, using and maintaining it Develop manufacturing procedures and monitor the manufacture of their designs in a factory to improve operations and product quality Research production specifications, costs, production materials and manufacturing methods, and provide cost estimates and itemized production requirements Participate in new product planning or market research, including studying the potential need for new products 1 California Community Colleges, Chancellor s Office, Taxonomy of Programs, Sixth Edition (Corrected Version). 2 O*Net Online: http://www.onetonline.org/find/ Art/Visual Communication: Illustration Needs Assessment Page 5

Graphic Designers 2 Graphic Designers design or create graphics to meet specific commercial or promotional needs, such as packaging, displays, or logos. They may use a variety of mediums to achieve artistic or decorative effects. Typical Tasks Create designs, concepts, and sample layouts based on knowledge of layout principals and esthetic design concepts Determine size and arrangement of illustrative material and copy, and select style and size of type Confer with clients to discuss and determine layout design Develop graphics and layout for product illustrations, company logos, and internet websites Review final layouts and suggest improvements as needed Prepare illustrations or rough sketches of material, discussing them with clients or supervisors and making necessary changes Use computer software to generate new images Key information into computer equipment to create layouts for client or supervisor Maintain archive of images, photos, or previous work products Prepare notes and instructions for workers who assemble and prepare final layouts for printing Art/Visual Communication: Illustration Needs Assessment Page 6

Regional Job Outlook Projected Regional Job Outlook The table below displays 2010 employment estimates and 2020 projections for the occupational groups associated with Commercial Art programs. Growth is expected in Los Angeles County for All Other Artists and Related Workers, but a slight decline is expected in the Inland Empire for the same occupation. Growth is expected in varying degrees across regions for both Commercial and Industrial Designers and Graphic Designers. Total Estimated 2010 Jobs Total Projected 2020 Jobs Projected Growth (%) Ave. Annual New Job Openings Ave. Annual Replacement Job Openings Ave. Annual Total Job Openings Artists and Related Workers, All Other State of California -- -- -- -- -- -- Inland Empire 150 140-10 (-6.7%) -1 5 4 Los Angeles CO 580 670 90 (15.5%) 9 14 23 Orange CO -- -- -- -- -- -- Commercial and Industrial Designers State of California 4,800 5,300 500 (10.4%) 50 120 170 Inland Empire -- -- -- -- -- -- Los Angeles CO 1,690 2,040 350 (20.7%) 35 52 87 Orange CO 480 490 20 (4.2%) 2 15 17 Graphic Designers State of California 34,400 38,700 4,300 (12.5%) 430 910 1,340 Inland Empire 1,990 2,310 320 (16.1%) 32 61 93 Los Angeles CO 13,130 14,970 1,840 (14.0)% 184 407 591 Orange CO 4,060 4,400 340 (8.4%) 34 126 160 -- Indicates there are no data available. Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014). Art/Visual Communication: Illustration Needs Assessment Page 7

Projected Job Growth by Region The graphs below show the projected growth from 2010 to 2020 of occupations that employ completers of Commercial Arts programs. A mix of growth and decline is anticipated for All Other Artists and Related Workers, depending on region, while growth is expected for the other two occupations, regardless of region. 50 40 Artists and Related Workers, All Other % Growth 30 20 10 0 N/A 15.5 N/A -10-6.7 California Inland Empire LA County Orange County Commercial and Industrial Designers 50 40 % Growth 30 20 10 0 10.4 N/A 20.7 4.2 California Inland Empire LA County Orange County Graphic Designers 50 40 % Growth 30 20 10 12.5 16.1 14.0 8.4 0 California Inland Empire LA County Orange County Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014). Art/Visual Communication: Illustration Needs Assessment Page 8

Hourly Wages by Region This table displays the first quarter 2014 hourly wage statistics of individuals employed in occupations for Commercial Art program completers. Generally, wages for Commercial and Industrial Designers are higher than for All Other Artists and Related Workers and Graphic Designers. Mean hourly wages are highest for All Other Artists and Related Workers in the Inland Empire and Commercial and Industrial Designers in Orange County. Mean Hourly Rate 25 th Percentile Median Hourly Rate 75 th Percentile Artists and Related Workers, All Other State of California $27.03 $16.97 $25.22 $35.27 Inland Empire $34.75 $27.34 $34.22 $40.43 Los Angeles CO $27.52 $18.63 $27.03 $34.17 Orange CO $22.23 $16.97 $20.23 $27.05 Commercial and Industrial Designers State of California $33.56 $22.41 $31.30 $42.18 Inland Empire $25.77 $20.37 $22.99 $30.17 Los Angeles CO $28.09 $20.94 $25.69 $33.66 Orange CO $39.10 $28.50 $35.53 $48.22 Graphic Designers State of California $27.76 $18.81 $25.30 $34.31 Inland Empire $20.33 $6.48 $18.45 $22.53 Los Angeles CO $27.77 $18.69 $25.51 $34.35 Orange CO $25.63 $19.10 $23.81 $30.51 -- Indicates there are no data available. Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014). Art/Visual Communication: Illustration Needs Assessment Page 9

Largest and Fastest Growing Industry Employers Largest Industry Employers of Commercial Art Occupations The graphs below display the 2010 staffing patterns of the largest industries employing completers of Commercial Art programs across the state of California. The largest reported employer of All Other Artists and Related Workers is the Federal Government. Commercial and Industrial Designers and Graphic Designers are primarily employed by Specialized Design Services. 350 Artists and Related Workers, All Other Number of Employees 300 250 200 150 100 50 0 Federal Government Commercial and Industrial Designers 1200 Number of Employees 1000 800 600 400 200 0 Art/Visual Communication: Illustration Needs Assessment Page 10

Graphic Designers Number of Employees 4000 3500 3000 2500 2000 1500 1000 500 0 Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited October 2, 2014). Change Over Time of the Largest Industry Employers of Commercial Art-Related Occupations The graphs below display projections of change over time from 2010-2020 of the largest industries employing Commercial Art-related occupations in the state of California. No growth is expected for All Other Artists and Related Workers. For Commercial and Industrial Designers, the most growth is expected within the Management of Companies and Enterprises industry. For Graphic Designers, the most growth is expected in the Management and Technical Consulting Services industry. Artists and Related Workers, All Other Percent Change 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0.0% Federal Government Art/Visual Communication: Illustration Needs Assessment Page 11

Commercial and Industrial Designers 120% 100% 100.0% Percent Change 80% 60% 40% 20% 0% 20.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Graphic Designers Percent Change 70% 60% 50% 40% 30% 20% 10% 0% -10% -20% 16.2% 4.5% 0.0% -7.7% 63.6% 30.0% 22.2% 0.0% 14.3% 14.3% Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited October 2, 2014). Art/Visual Communication: Illustration Needs Assessment Page 12

Regional Graduation Summary Education and Training 3 Education requirements for Artists and Related Workers range from bachelor s or master s degree to certificates or associate s degrees in an art and design discipline. A bachelor s degree is required for most entry-level Commercial and Industrial Design positions. A bachelor s or an associate degree in graphic design is usually required for a job as a Graphic Designer. Skill with computer graphics and design software is important for all three occupations. Regional Completers in Commercial and Advertising Art Programs The table below displays the number of program completers in the 2012-13 academic year at regional institutions offering Commercial and Advertising Art programs. Besides Chaffey College, there are 12 institutions offering degrees and/or certificates below the baccalaureate level across the four-county region. Institution Name < 1 year Certificate 1 to < 2 year Certificate Award Level Associate s Degree 2 to < 4 year Certificate Chaffey College -- 0 1 -- Cypress College -- -- 0 -- Fullerton College -- 1 -- -- Glendale Community College -- 2 0 -- ICDC 24 -- -- -- Los Angeles Trade Technical College -- 32 9 -- Los Angeles Valley College -- -- 3 -- Mount St. Mary s College 0 -- -- -- Mt. San Antonio College -- -- 0 -- Orange Coast College 0 1 0 -- Pasadena City College -- 2 -- -- Rio Hondo College -- -- 6 -- Santiago Canyon College -- -- 0 -- Total 24 38 19 0 Note: -- indicates that this type of degree is not offered. 0 indicates that this degree is offered but no degrees or certificates were granted. Source: National Center for Education Statistics, U.S. Department of Education, Integrated Postsecondary Education Data System, on the Internet at: http://www.nces.ed.gov/collegenavigator/ 3 Labor Market Info, Employment Development Department, California Occupational Guides, on the Internet at: http://www.labormarketinfo.edd.ca.gov/occguides (visited December 1, 2009). Art/Visual Communication: Illustration Needs Assessment Page 13

Chaffey College s Performance on Core Indicators The Perkins IV Career and Technical Education Improvement Act of 2006 mandates that all state and local postsecondary institutions provide data on six core performance indicators for their career and technical education programs. These indicators are: 1) Technical Skill Attainment; 2) Completions; 3) Persistence and Transfer; 4) Employment; 5a) Nontraditional Participation; and 5b) Nontraditional Completion. Performance goals are set at the state and local levels and progress is monitored based on a comparison between the actual percentage of students who master each performance area and the negotiated levels of performance. 2012-2013 Chaffey College Performance on Core Indicators The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the Commercial Art TOP code. This CTE Cohort is defined by the Chancellor s Office as those with 12+ CTE units in the discipline in 3 years. Low sample sizes and privacy restrictions limited the outcome information available. Core Performance Indicators Negotiated Level State District Chaffey College Performance Percent Above or Below District Negotiated Level Commercial Art Core 1 Technical Skill Attainment 89.50% 89.50% 0.00% N/A Core 2 Completions- Credential, Certificate, Degree, or Transfer Ready 81.50% 75.61% 100.00% N/A Core 3 Persistence and Transfer 86.50% 83.24% 100.00% N/A Core 4 Employment 80.85% 77.65% DR N/A Core 5a Non-traditional Participation 22.60% 20.29% N/R N/A Core 5b Non-traditional Completions 26.50% 22.49% N/R N/A DR indicates privacy requirements. N/A (Not Applicable) indicates denominators < 10. Source: CA Community Colleges Reporting Services, Commercial Art, College Core Indicator Information by 6-Digit TOP (2014-2015 Fiscal Year Planning). Art/Visual Communication: Illustration Needs Assessment Page 14