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    9 views34 pages

    How To Art Direct PDF

    Uploaded by

    j

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    of 34
    The Corporate Design How 1fec Today's Successful Art Director rsnery nit x tas Landing That Job as Running An Art Department Managing An Art Department 6 Things Every Art Director Should Know Art Direction And Photography Coping With The Graphics Computer Miscellaneous Matters, Advancing = TaN BER Bim Laurence K. Withers Laurence K. Withers Table of Contents ‘Chapter Page Acknowledgments Introduction [Toany's Successful At Director 2, Landing That Job 53, Ronning An Art Department 4 Managing An Arc Department 6 Things Every Art Director Should Know 63, BBRoue 6. Art Direction And Photography 9 7. Coping With The Graphics Computer 101 8 Miscellaneous Matters n0 9, Advancing BS opie 961 Lasence K. Wider HinSaARY, Fd Conyrien 191 Laurence K. Wi aia ue ISBN 0-8818-090-X [trary of Congress Clog Card Nambec 9-0772285 "ist Ping 191 ‘Second Pring 1991 ART DIRECTION BOOK COMPANY Deas 3h See Nev York,NY 10 (eray998 600 FAX ZI Be.4s08 Acknowledgments By his very nature, the art director depends on the support and help of many oller professionals — photographers, illustrators, typographers, mechanical nists, et. 1's both humbling and comforing all atthe ‘That goes for book on art diection. There area number ‘of people whose help must be credited inthe production of {hn book. Hevea like to humbly offer my thank Don Barron realized the true potential of today’s art directors Tar better than many aft digectors themselves. From the fir, be saw the benefit of sich a book and has encouraged me to share What I've learned about our pratession. I don't think anyone could ask fora better editor than Greg Fraser. Granted, a writer expects his editor co be the last word on grammar, sentence sruture, contin, et What I didnt expect was Greg's ability to guide and motivate when at times I felt the ask of writing such hook was beyond me. Cindy Yocum has beon invaluable in the production and layout ofthe text. also wish to mention Brice Milley, my ppariner and the ageney’s resident computer expert. He Kindly put his stamp of approval on the chapter on the ‘eraphies computer. And I cant forget Lisette Bralow ‘whose knowledge of publishing, editing and legal issues helped o put he Finishing fouches to the manuscript 1 want to thanks my wife, Holy, for her suppor, and my family for their understanding forthe counless hours spent completing this work. And finally, thanks 10 the Lord above for my talents are God given, and Tam His steward of those gis. Introduction very year cles and at institutes graduate thousands oft graphic ante bus ot one ar Seeor There i 90 Setiool that offers a orscalum in art divecting, No ‘coatonal choo! or conespondense coe exist oh te “ject Alan Gor have to eum ugha ross of {rial and error, on the job. i While at directors have always been taught this way. this method of leaming is siow and ineffective, This book ‘was designed 10 help you become a beter am director ~ 10 bbe more efficient and knowledgeable. It was writen {0 show you, in detail, not only what it takes to be an sdvertsing art director, but a sucessful one. Tn this took you'l ind information conceming How to develop creative ideas How to manage an art department How to hire other artists Estimating jobs accurately without surprise ‘What it takes to produce commercials How computers will change your life And much more Invoducion ‘This book contin specific instruction regarding how 10 select models for sil photography, how to negotiste with fats, the ins and outs of copyright law, learning how brainstorm, ad simple roles for presenting creative work Plus, you'll find many checklists, forms and contracts that a directors can use 10 stay on top of every situation Such as Photography Checklist Model Evaluation Checklist Model Release Form Production Estimate Form Mechanical Checklist Contracts for use when using photographers Having been an advertising art director, and now a creative director, ve discovered what it takes to bea top an director ‘The successful at director isa person with the answers: the one with the ability to create and produce effective advertising. He or she isthe person who can ork with find supervise other creative tearm members, The successful an directors, in a word professional The purpose of this book is to set a standard of excellence for art directors. The standard has 10 do with detailed knowledge, sharpening creative ability and ‘developing managerial skills. The person who possesses these characteristics will not enly make s great art director, ‘bt wil also have the tools 1 advance CHAPTER I Today's Successful Art Director “Act directors used to be the hand maiden of copywriters, but now they've gone up inthe worl” ‘That's truer today than when David Ogilvy, one of the fathers of modern advertising, proclaimed ic over a decade ago. Previously, the art directors job was simply to execute the copywriters ideas, The hierarchy was clear — copywriters developed the concepts and art directors produced those ideas. ‘Accomplished art directors could sdvance to senior and executive ar director positions; however, it was usually the copywriter over the art diector who eventually rose t0 creative director status. Today this tend is changing, perhaps even reversing itself. Today's advertising is more visual. Increasingly, the ‘concept of the ad centers around the visual ot even a headline developed by an art director. Successful advertising has always depended on great concepts. but ‘sow those concepts are no longer the sole domain of the copywriter. ‘The ant director is progressively becoming a key figure in the suceess of an advertising agency, taking on more Pada Seen Are Dire responsibilty than ever befor. A successful art director must be proficient with raving, composition, type, layout, and design. These are the basics, The art director must also be conversant with printing and print production, binding techniques, process olor separation, photography, film processing, television and film production, and computer technology. But that’s otal ‘The art director may be likened to bung contractor who has been hired to oversee the consiruction of a house ‘The contractor coordinates the various subcontractors ~ carpenters, masons, plumbers. electricians. painters, and Tanudscapers ~ the sime way an att director manages photographers, illustrators, mechanical anst, separator, {ypostaphers, and stat houses. The art director. like the teontracfor is responsible forthe timely completion ofthe ‘work, the standard of quality, the selection of materials, and holding the line on the budget. In short, the ar director should have a sound working knowledge of the various trades 10 ensure that each subcontracting craftsman completes his jo properly. However, unlike most building contractors, the art director is usually the architect who also designs the ‘advertisement of commercial. Fthermore, the oustanding fant director possesses skis and knowledge far beyond the realm of ar such as managerial and organizational skill, businessimarketing and media knowledge, and even some writing abilities. ‘Ten Biggest Myths About Art Directors ‘This new appreciation forthe art director has been hard won, Ive meant overcoming many previously held myths tnd stercalypes regarding at directors eluding being 1. Eecentrle and unpredictable 2 Perpetually disorganized 3. Deficient in copywriting ability 44. Without any regard for advertising budgets Fada Succes Director 7. Contemptuous of account executives ‘8. Unable to follow instructions 9. Short on presentation skills, 10, Mindless about deadlines ‘This book is dedicated to dispelling those obsolete and inaccurate myths. This book is nor about art It has moshing to do with composition, layout, dasign, oF how to create marker omps. This book is about what it means to be an art dicector; to be in charge of a department and creative people: about setting and maintaining high standards; Ehout disepline and professionalism: and how all of this ‘will help you get ahead ‘The successful advertising art director i a vital part of the professional adverising team. ‘He or she should be 36 comfortable presenting campaigns to clients as designing brochures; just a¥ much at ease discussing marketing Saegy as marking up mechanical; as equally prepared 10 fmanage an-art department as mounting ads for presentation, I believe the at director on the board today oul very well be in the boat room iomorro There are other characterises that make for a good art

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