THREE seconds.

That is all the time he has to get your attention with the advertisements he conceptualises for moving buses and taxis.

But the challenge does not faze Mr Tan Boon Yeow, 30, who heads the creative project team at outdoor advertising agency Moove Media.

'The mark of a good advertisement is if you can capture your target audience's attention in three seconds,' he said.

He should know. He comes up with an average of three designs a day for work.

And he has the industry-relevant education he received as a student at SIM Global Education to thank for that.

Mr Tan graduated in 2006 with a distinction for the Bachelor of Design (Communication Design), awarded by RMIT University, Australia.

While he was in National Service, the holder of a Diploma in Multimedia was asked to produce in-house safety posters and interactive visitor kiosks.

He said: 'While doing these projects in NS, I realised I lacked knowledge of design elements, such as typography, so I decided to upgrade myself. I chose RMIT's course as it is recognised and the modules interested me.'

Recalling the modules he took, he said the knowledge acquired back then is now applicable to his work.

'The Colours module I took taught me that careful treatment is required for advertisements on buses which incorporate black, which tends not to show up well at night,' he said.

'And using yellow against a white background won't work well for outdoor advertising due to the way the colours reflect sunlight.

'Oh, and I know that cursive fonts don't work on moving buses because of the Fonts module I took.'

Mr Tan also has fond memories of the class study trip to Melbourne, which was included in the cost of the programme.

Besides benefiting from the networking and cosmopolitan culture, he said he enjoyed the hospitality of his Australian lecturer, who showed the students around and even cooked them dinner.

Ms Suzie Zezula, RMIT University's offshore programme director for Communication Design, said the two-week study trip consists of a week of classes at the RMIT campus and a week's participation in the AGIdeas International Design Conference.

She said students get to hear from a mix of Australian and international industry practitioners at the conference.

Ms Zezula highlighted that students also get industry exposure through the professional practice studio modules conducted at SIM.

She said: 'These studios provide a safe environment to learn in and eases students into the professional world.'

Like the other RMIT University lecturers, she flies to Singapore regularly to conduct intensive classes at SIM over seven days. A resident lecturer is also available to deliver weekly studio consultations for students.

Ms Zezula said the intensive one-year degree is meant for students with relevant design backgrounds. Applicants have to submit a good portfolio during their selection interview with the RMIT University panel.

Undergraduates Evonne Lim, 20, and Joyce Mak, 21, said the course had opened their eyes to the true value of design.

Joyce said: 'I've learnt that designers are not just people who make things beautiful. We are taught, as designers, to solve problems.'

Agreeing, Evonne said: 'Unlike most design courses which focus primarily on technical skills and production, this course has taught me to find and believe in my own design values.

'The ability to think ahead and forecast design is the most valuable skill a designer can possess. We want to be leading the industry, and not be mere followers.'

Both students also shared that their lecturers encouraged them to speak their minds.

Evonne 'argued' with one of her lecturers over her idea for the FutureBrand Strategy competition, which required that participants create a luxury brand that will be viable in five years' time.

She recalled: 'My lecturer pushed me to think harder... till I got to a point where I'd have to do more research to substantiate my design standpoint.'

In the end, her proposal of a back-to-basics, eco-friendly lifestyle resort for the 'superich' won the first runner-up prize.

At the end of the programme with SIM, students are required to organise and host a showcase of their works. This year's event will include talks and workshops by various design experts. The event is free and open to the public.

This article was first published in The New Paper.