Art Direction

Week 1- Week14

Guan Wee Lun/0364012
Art Direction/Bachelor of Design in Creative Media

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Lectures

Week 1

Designer to Art Director

Art Director Job - The people who in charge of art direction, styles, trend,(Design + Marketing + PM)  = Super Multitask person who do the thinking, look at the bigger picture and communicate around different team for design

• Campaign ID
• Consistent visual language
• Packaging
•  social media
•  advertising
• environmental applications

How the vibe, the feel, the reason of the message

Lesson is to how to study the trend

Three pillar of Art Direction

1. Visual
1. The feel, the trend
2. Cohesion
1. Consistency
3. Leadership

Recognize the poor design

• Weak Typography
• Poor Composition
• Bad Hierarchy
• Inconsistent Visual Language
• Production Issue/Problem

What makes an Art Designer Good

• Who r we communizing with
• What r we trying to communicate
• What should the audience feel
• What action should they take
• Why is this visual approach appropriated

The visual idea needs a reason to exist

Systemic Cohesion (UX)

Can the idea become a visual system

1. Research
2. Strategy
3. Develop
4. Build
5. Deliver

Client Brief

The art feeling the client want

• Problem
• Audience
• Message
• Context
• Deliverables
• Opportunity

What as a designer to answer the problem of the company