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. WithersLaurence K. WithersTable 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.4s08Acknowledgments
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 moreInvoducion
‘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 morePada 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