In our last blog we told you about two important facets of an Art Director’s job. Our Art Director, Carol, is tasked with beginning the search for the perfect visual imagery for a project, and being the guardian of standards for our client’s branding. In this post, we’ll talk about three more facets of Carol’s job—she’s our visionary, our guru of visual communication, and our personal puzzle-solver.
Pioneer of trends in visuals and technology.
Carol is the one who keeps us in the present by researching trends in web and print. Right now, “flat design” is hot on the web. In printed materials, Carol is seeing a lot of type-driven and typographic “lock ups” utilizing script fonts as a trend, with muted color palettes- a modern “retro” feel. Logos are one of her favorite things to design. “A good logo communicates the essence of a business in a clever and simple way,” she states. “Some of the best logos designed are the simplest. Take the Apple logo…they’ve taken it at step further from the original by removing the rainbow pattern…and now it’s simpler than ever. Love it!”
If necessary, use words….
Lots of companies think of themselves as ad agencies, but they’re really pumping out information and thinking, “if we get this information out there enough, people will buy it.” The result? Work that lacks emotion and a connection with the customer. These digital data shops don’t have an art director looking at what the design or layout is saying. They are not asking what’s being communicated visually. People that run companies are often analytical or numbers/data heavy, and they neglect to think about what’s being said visually. It’s similar to watching body language and responding to what you’re seeing. An art director helps create visual communication, which imparts emotional attachment, not just facts. That’s why an art director is essential if you want to TELL IT BETTER.
Making the pieces fit.
Sometimes a client’s just got a lot to say. Tons of messaging is necessary in one piece – and it’s up to the art director and his or her team to get it organized and into a hierarchy of what’s truly necessary to tell the story. Sometimes clients want pieces of two concepts (or worse, more) combined into one, and the art director has to work it out. Here’s an analogy for you—ever been to a restaurant and confronted with a massive, confusing menu? A good art director will whittle down the overwhelming choices and create a project that doesn’t have to work so hard to communicate its message. The adage “less is more” is true. As Carol says, “When you can’t take anything more away, you’ve achieved your goal. “