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Art Direction

Art direction is the process of designing visual messages using principles of visual language and composition. It requires both scientific knowledge of visual rules as well as creative ideas to combine knowledge in unexpected ways. An ideal art director has the brains of a scientist with precision and visual sense, combined with the stubbornness and ideas of a creative genius. They typically have an art or advertising education and work in advertising agencies, applying a creative process that moves from idea to execution using visual elements like composition, color, texture, and typography to tell stories and convey information through structured, focused design.

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Aliskha Putri
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400 views

Art Direction

Art direction is the process of designing visual messages using principles of visual language and composition. It requires both scientific knowledge of visual rules as well as creative ideas to combine knowledge in unexpected ways. An ideal art director has the brains of a scientist with precision and visual sense, combined with the stubbornness and ideas of a creative genius. They typically have an art or advertising education and work in advertising agencies, applying a creative process that moves from idea to execution using visual elements like composition, color, texture, and typography to tell stories and convey information through structured, focused design.

Uploaded by

Aliskha Putri
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Art Direction

Today’s Material
▪ Art Direction is a Science
▪ Who Can be An Art Director
▪ The Mechanics of Art Direction
What is Art Direction?

The process of designing a certain flow of


information (a message), using mostly
visual instruments.
Why is Art Direction a Science?

▪ It operates with precise instruments


▪ It works by rules and knowing them is a time consuming
process
▪ Even when you break the rules of art direction, you create new
rules
Well,

Since the ART DIRECTION is part of the science, it requires


certain knowledge of visual language.
However,

KNOWLEDGE is nothing without IDEAS

Notes :
IDEAS is the ability to combine knowledge in unique, unexpected ways.
So,
ART DIRECTION is combination of
knowledge and ideas
Who can be an Art
Director?
…AND MUST BE
STUBBORN AS A GOLD
DIGGER.
…THE PRECISION OF A SURGEON…

…THE VISUAL SENSE OF A MULTIMEDIA GENIUS…

GREAT ART DIRECTORS HAVE THE BRAINS OF THE SCIENTIST…


Then ideally, an Art ▪ Art School graduates
Director is someone ▪ Advertising School graduates
who ▪ Advertising agencies interns
The Mechanics of Art Direction,
shows the creative process of how Art Direction appears
The Idea is born first,
then comes the execution
The elements

Composition Colors Textures Typography


Structure, Focus

Composition
Composition

Storytelling
Composition

Dynamics, Hierarchy, Rhythm


Colors
Textures
Typography

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