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

Week 2

Visual Communication

• Color
• Typography
• Images & Visuals
• Composition
• Shape & Form
• Illustration
• Photography
• Lighting
• Motion
• Graphic Elements

WHat is Visual DNA

Visual Characteristics, that make work recognizable

Find inside first before looking outside

Purpose of visual communication 

1. Informative
2. Aesthetic
3. Exhortative
4. Expressive

Visual COnsistency

When looking through an Art Director’s work, you need to OBSERVE some information. OBSERVATION Checklist:

• CONCEPT What is the central idea? 
• AUDIENCE Who is it communicating with? 
• MOOD What should the audience feel?
• VISUAL LANGUAGE What visual characteristics define it? 
• HIERARCHY What does the audience notice first? 
• SYSTEM What elements are repeated? 
• CONTEXT Why does this visual approach make sense here?

Week 6

E -  Portfolio mostly on self reflection

• Intergrate research, concept and management into visual
• Produce industry standard documentation
• Teamwork
• ARt direction GUidelines
• A4 size art direction documentation

SUbmission

• 1 design for large money packet
• 1 design for small packet
• 1 desgin for large+small paper bag

make a story and sent message through visual