Art Direction and

Production

Art Direction and Production

The Evolution from Words to Pictures
Improved technology
Advantages of visuals over text
Brand images are build better with
visuals
Visuals can be protected legally
Visuals are more portable than words
across cultures
Visuals allow placing the brand in a
social context

Illustration
An illustration is a decoration, interpretation or visual
explanation of a text, concept or process, designed for
integration in published media, such as posters, flyers,
magazines, books, teaching materials, animations, video
games and films.

Illustration
Definition:
The actual drawing, painting, photography, or
computer-generated art in the ad.

Purposes:

Attract attention of the target audience

Make the brand heroic
Communicate product features or benefits
Create a mood, feeling, or image
Stimulate reading of the body copy
Create the desired social context for the brand

Illustration Components

Size

Color

Medium

Illustration Formats
How the product or brand will appear as
part of the illustration
Formats include:
Emphasizing the social context or meaning of
the product
More abstract formats

Must be consistent with the copy strategy

Illustrations
can place the
brand in a
social
context.

Strategic and Creative Impact of

Illustration
Attracts attention of target segment and stimulates
information processing
Communicates brand value relative to targets
decision making criteria
Visually presents the creative strategy
Creates a mood for the brand
Creates an image for the brand
Makes concrete the values and benefits of the brand
that may be intangible

Elements
of Design

Elements Of Design Definition

The elements of design are the things

that make up a design.
1) Line
2) Shape
3) Direction

4) Size
5) Texture
6) Color

Elements Of Design - Line

Line
The linear marks made with a pen or brush
or the edge created when two shapes
meet.

Elements Of Design - Shape

Shape
A shape is a self contained defined area ex.
Squares, circles, free formed shapes or
natural shapes.

Elements Of Design - Shape

Shape
A positive shape automatically creates a negative
shape.

Elements Of Design - Shape

Shape
A positive shape automatically creates a negative
shape.

Elements Of Design - Shape

Shape
A positive shape automatically creates a negative
shape.

Elements Of Design - Shape

Shape
A positive shape automatically creates a negative
shape.

Elements Of Design - Direction

Direction
All lines have direction Horizontal, Vertical
or Oblique.
Horizontal suggests calmness, stability and
tranquility.
Vertical gives a feeling of balance, formality
and alertness.
Oblique suggests movement and action

Elements Of Design - Size

Size
Size is simply the relationship of the area
occupied by one shape to that of another.

Elements Of Design - Texture

Texture
Texture is the surface quality of a shape rough, smooth, soft hard glossy etc.

Elements Of Design - Color

Color
Color is light reflected off objects.
Color has three main characteristics:

hue or its name (red, green, blue, etc.)

value (how light or dark it is)
intensity (how bright or dull it is).

Principles
of Design

Principles Of Design Definition

The Principles of design are what we do

to design elements. How we apply the
principles of design determines how
successful the design is.
1) Balance
2) Proximity
3) Alignment

4) Repetition
5) Contrast
6) Space

Principles Of Design Balance

Balance
Balance in design is similar to balance in
physics. A large shape close to the center
can be balanced by a small shape close to
the edge.
Balance provides stability and structure to
a design.
Its the weight distributed in the design by
the placement of your elements.

Principles Of Design Balance

Balance

Is the design
balanced ?

Principles Of Design Balance

Balance
Balance in graphic
design can be
achieved by
adjusting the visual
weight of each
element, in terms
of scale, color,
contrast, etc.

Principles Of Design Balance

Balance

balance in
graphic design
can be divided
to two types.

Principles Of Design Balance

Balance - Symmetrical balance

occurs when the visual weight of design elements
evenly divided in terms of horizontal, vertical, or
radial. This style relies on a balance of two similar
elements from two different sides.

Principles Of Design Balance

Balance - Symmetrical balance

Principles Of Design Balance

Balance - Asymmetrical balance

occurs when the visual weight of design elements
are not evenly distributed in the central axis of the
page.
This style relies on visual games such as scale,
contrast, color to achieve a balance.
We often see a design with the big picture offset by
the small but visible text balanced because of the
visual games.

Principles Of Design Balance

Balance - Asymmetrical balance

Principles Of Design Balance

Balance before & after

Principles Of Design Balance

Balance by value

occurs when a small area with

bright/high value colors is
combined with a large area
with a dark/low value color.

Principles Of Design Balance

Balance by value

a man and a dog that has a high value (solid black)

with a broad area that has a lower value (gray).

Principles Of Design Balance

Balance by shape
Created through field of
complex composition
with a flat field.
Complex/more detailed
field will appear in
balance with the flat area
in the opposite side.

Principles Of Design Balance

Balance by texture
Small area with an interesting
texture looks balanced when
combined with a large flat
area (no texture).
Rippling water has a water
texture which attracts the
focus, appears balanced with
a wider area but not textured.

Principles Of Design Proximity

Proximity
Proximity creates relationship between
elements.
It provides a focal point.
Proximity doesnt mean that elements
have to be placed together, it means they
should be visually connected in someway.

Principles Of Design Balance

Balance by position

another example of Asymmetric balance, where a

large object on one side balanced by putting the
smaller objects on the other side.

Principles Of Design Balance

Balance by position

Principles Of Design Balance

Balance by eye direction

help guide the eye and mind movement of the viewer.

They can also bind the work into a single entity.

Principles Of Design Balance

Balance by eye direction

Can also occur when we lead
the reader's eyes to the main
content.
The objects are used as "tools"
to guide the reader's eyes
composed with a larger area,
while the main content
displayed in a smaller area.

Principles Of Design Proximity

Proximity

Principles Of Design Proximity

Proximity

Principles Of Design Proximity

Proximity

Principles Of Design Proximity

Proximity

Principles Of Design Proximity

Proximity

Principles Of Design Proximity

Proximity

Principles Of Design Alignment

Alignment
Allows us to create order and
organization.
Aligning elements allows them to
create a visual connection with each
other.

Principles Of Design Alignment

Alignment

Principles Of Design Alignment

Alignment

Principles Of Design Alignment

Alignment

Principles Of Design Alignment

Alignment

Principles Of Design Alignment

Alignment

Principles Of Design Alignment

Alignment

Principles Of Design Repetition

Repetition
Repetition strengthens a design by
tying together individual elements.
It helps to create association and
consistency.
Repetition can create rhythm (a
feeling of organized movement).

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Repetition

Repetition

Principles Of Design Contrast

Contrast
Contrast is the juxtaposition of opposing
elements (opposite colors on the color
wheel, or value light / dark, or direction horizontal / vertical).
Contrast allows us to emphasize or
highlight key elements in your design.

Principles Of Design Contrast

Contrast
Simply contrast tells the viewer where to look first

Principles Of Design Contrast

Contrast

Some types of contrast to keep in mind are the

relative darkness (called value in color theory),
weight, form, placement, quantity, texture, and
scale.

Principles Of Design Contrast

Contrast in size

Principles Of Design Contrast

Contrast in value

Principles Of Design Contrast

Contrast in quantity

Principles Of Design Contrast

Contrast in weight

Principles Of Design Contrast

Contrast in placement

Principles Of Design Contrast

Contrast in texture

Principles Of Design Contrast

Contrast

Without contrast, a designed piece may appear

static, uninteresting, and hard for the reader to
access because it is not immediately clear what to
look at first.

Principles Of Design Contrast

Space
Space in artrefers to the distance or area
between, around, above, below, or within
elements.
Bothpositive and negative spaceare
important factors to be considered in every
design.

Principles Of Design Space

Space

Principles Of Design Space

Space

Principles Of Design Space

Space

Principles Of Design Space

Space

Print Production Processes

Letterpress (Letterpress involves locking

movable type into the bed of a press, inking it,

and rolling or pressing paper against it to form
an impression.)
Offset lithography (Offset printing is a

commonly used printing technique in which the

inked image is transferred or "offset" from a
plate to a rubber blanket, then to the printing
surface)
Gravure (Rotogravure, Roto or Gravure for short

is a type of printing process; that is, it involves

engraving the image onto an image carrier )

Print Production Processes

Flexography (often abbreviated to
flexo) is a form of printing process
which utilizes a flexible relief plate. It is
essentially a modern version of
letterpress which can be used for
printing on almost any type of
substrate, including plastic, metallic
films, cellophane, and paper.)
Electronic, laser, and inkjet
Computer print production
Cellophane

Typography
Typography is the art and technique of arranging type to make
written language understandable, readable, and appealing
when displayed.

Art Direction
An art director is someone who is
responsible for the visual style and
images in magazines, newspapers,
product packaging, and movie and
television productions.
They create the overall design and

Production in Cyberspace
Cyberspace is its own medium
The audience is not passive
It is closer to print and TV
Streaming and RSS are improvements

Revision can be done instantaneously

Persuasive content versus entertainment
is a challenge
Consumer generated content (CGC) is
making its way into cyberspace (YouTube)

Art Direction in Television

Advertising
TV has changed the face of advertising
TV is about moving visuals
It can leave impressions, set moods, tell stories
It can get consumers to notice the brand
TV production is complex, with many people
and requires tremendous organizational skills

The Creative Team in Television

Advertising
Agency
Participants:

Creative Director (CD)

Art Director (AD)
Copywriter
Account Executive (AE)
Executive Producer
Producer

Production Company
Participants:

Director
Producer
Production Manager
Camera Department
Art Department
Editors

Creative Guidelines for TV

Advertising
Use an attention-getting opening
Emphasize the visual
Coordinate the audio with the visual
Persuade as well as entertain
Show the product

Production Process for TV

Advertising
Preproduction
Multiple activities that occur prior to filming the
commercial

Production (shoot)
Activities that occur during filming

Postproduction
Activities that occur after filming to ready the
commercial

Preproduction Process for TV

Advertising

Storyboard and
script approval

Review of offers from

production houses and
other suppliers

Budget approval

Creation of a
production timetable

Assessment of directors,
editorial houses, and
music suppliers

Selection of

location,
sets, and cast

Production Process:
Filming the commercial, or the shoot
The shoot involves large numbers of
diverse people:
Creative performers
Trained technicians
Skilled laborers

Sets often feature tension and spontaneity

Post production Process

Screen dailies (Raw, unedited
footage)
Edit film

Record announcer

Produce search track

Record music

(agency)

Mix film and sound

(advertiser)

Transfer film to Storage

Device

Review rough cut

Review rough cut

Edit offline

Prepare copies of Storage

Device

Edit online

Send copies to TV stations

TV Production Options
Videotape

Film
Digital Video (DV)

Live Production

Still
Production

Animation