Notes:
verbal message critique:
the image does the communicating
categorical limitations
text and image: appropriate and interrelated roles
word and image merge to create meaning
image only uses metaphor or using multiple images to communicate associations
with text, the act of reading is fundamental
associative leaps are also possible
different approaches within given limitations
for the art director, the assembly of elements is the task
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In this class, we will take a look at what an Art Director is by looking at current and past examples of art direction and studying the work of leading figures in the field.
Your projects will range from print ads, book covers, web pages, and other message-driven design work.
We will use chiefly the Adobe Creative Suite for these projects.
Along with appropriated imagery, you will be expected at times to create/gather your own imagery.
Steven Heller, who art directs The New York Times Book Review, describes art direction as,
"...a convergence of various expertise and talent all with a similar focus—to create a visual and textual entity. It is, moreover, a practice that does not demand expertise or talent in any one particular discipline, but rather an understanding (or instinct) that enables one to identify and "direct" others with those skill sets."
To put it simply, art direction is conveying a message through the use of image and text. Even though the aesthetic of the design is important, the message is the key, it is the driving force behind the design.
slide show credits:
http://www.typogabor.com
http://www.underconsideration.com
http://allposters.com
http://www.georgelois.com
http://www.FreeCovers.net
chair (http://www.typogabor.com/David_Carson/pages/11_david_carson.html)
phone (http://www.typogabor.com/David_Carson/pages/03_david_carson.html)
water (http://www.typogabor.com/David_Carson/pages/10_david_carson.html)
glaser hands (http://www.underconsideration.com/speakup/archives/urbanforest_glaser.html)
stevie wonder glaser (http://imagecache2.allposters.com/images/pic/RSPOD/RS189~Stevie-Wonder-Rolling-Stone-no-189-June-1975-Posters.jpg)
chess (http://www.georgelois.com/mile.chess.html)
bazaar fabien baron (http://www.underconsideration.com/speakup/archives/list_women_9-HarpersBazaar-9_92.jpg)
rolling stone woodward (http://www.underconsideration.com/speakup/archives/list_hero_1-RollingStone-1_22_81.jpg)
remain in light tibor kalman (Talking_Heads_-_Remain_In_Light-[Front]-[www[1].FreeCovers.net].jpg)
alexey brodovitch
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