Specialized design Famous Artists Course Fomous Artists Schools, Inc, Westport, Connecticut Lesson Albert Dorne Fred ludekens ‘Norman Rockwell Al Parker Ben Stahl Stevan Dohanos Jon Whitcomb, Robert Fawcett Peter Helck George Giusti Austin Briggs Harold Ven SchmidtSpecialized design Ii the lst ewe lesions we showed you the basic principles of design an lvoe and how you ean wie these principle eretiely to salve many dillerent design problem Tn thie Iewon wel continue these demonstrations but foc snore attention on the creative aplication ot thee principles to 2 wide variety of practical probes which you ae likly to eh counter in sr ely professional asignmente ‘Wee going ta ctphasize the value of viewing each problem foom many diferent angles and making wane that you explore all the ponibilitiey belore eting om one wlution. Like any ‘ther exeaive activity, design and layout are largely + matter of ‘viginal thinking and. ssvairing trying to pleture im your tnind ard on pape howe cective caf slat ill be ~ how tented apport dg for hs evel we 243 “The Broader your point of vew at dhe sire of dhe proble, the beter your chances of handing i suecesstully, Yu ery helptul ta question your thinking aa planning at every stage of elesigning. As vou work, ask yourself basic questions. For tmp: Lehi design relly sppeoprate? Does i tlate closely {o the product or sevice? Tit too complicated for it jo? Do {eve texture and shapes or eb telly help express the kdex ‘or re they jst meaningless decoration? Let's consider how sues planning and evalvacing might be applied toa specific problem. Ic aetotke pa poten: writen ies eee tora nge to corporation Th ei mit eke many or evo ads I he compry hs fen quan would be Flow can fon Shout wees ve ofthe ge Pore Giapesmn culte We ery Inl= ve of Ainge il te laovt space —s anid map sng the scope lhe companion cae wich highligh dilage numberof cnployecs or cimers—a device to dow thar the company eal volume of recs restr tht of cy block a some le conparian of sie? Anyone tf thes deg iene might be coneted ae the cre af the mess Whe quali of the pods to be widen, then you sight fatore the cve ith wich they ae teed. Vou cid Bare are of Us Ldersesy Gra preeen Ocge ‘pha the care adn mving the neem Ory might fle the emp on eaters pty which adn In the pucnd shox heathy el of com o hese oping in dle “The apes might he amore emorina one — perhaps ected atthe value ofthe product tothe growing children of the coun tty. Here, the design emphasis might be on a healthy child of sildren. Or you might Cextre a view of a Canily a mealdine, for sone similar subjee with which the viewer would readily Menity hie “The basic thought here is that there ate many ways t ap: proach cach problem. ‘The time you spend im comidering the Salve of each approach is fa fort wasted ~ actually Teas (0 ati da fuer aolton the leg Fo Im almost every cae you will nd youre working within certain Hastaions, Vou will be required to tne a specifed Arsoune of copy and a specifi hesdline. Your design a ils tiation must be planta seh thee requirements i wind. Ta is lewon you will ee ach rentricione are nor really handicaps it you approach the problem with thought and inventivenes, You wills, too, dha cers jobs suchas boukles, magazine covers, book jackets, of papertncke have ther own” particule requitements which you must conform eo, Here again, iis fundamental that you understand and aecept thew Imitatons ityou eapect to work succesfully fa thes ae "Throughout this Teson, as thoughowe the whole Course, you ‘sll Ged that common sensei just as importane asa knowledge fof ont in elving yr problems. ar fom interfering with your Creative lens or your aesthetic interests. dhe coramon eras 3p proach of carefully chinking out and analyzing your art prob Keak Gan ake the Aiiseren bere ger Meera’ bight sccenful or 4 mediocre arth. Preliminary thinking, for mest profeuionale, one of the mot intriguing areas of the whole jo. This applies to design sn tayo as ell 6 operon ‘Whenever you sit dow to work st an assignment, bear in mind that you must fy to extract as mull meaning as you possibly can from your design. Don't sete for a design that is jis a plese decoration work on se and seine 4 until i tapes the subject with great clarity. The design must leary ammumiate i ene menage ewe sometimes much Songer and more compeling than the copy isl ‘ol sour work sil he in diret relationship to the ‘lfrt you expend in creating and planning. Defoe there can be 4 gon! sigh thete must be good thinking. So start every job ie thoughtfully. Ask yoursels What technique able for tis ubjee or eect? Can I spp 8 Smo efectively? Hove abont am ilsration? Wout page phy alone be the best anser? IF you can make a habit ofthis Snquisitve approach you will find yonr work intriguing —and the Gnal design ener and sore eaningal exprenion af the dea you et out to put down on paper