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Specialty

Art direction

Defines the visual style of a project (a magazine, a campaign, a brand) and coordinates designers, illustrators and photographers so everything fits together.

In Spanish
Dirección de arte
Origin
Explained by Heller and Vienne (2009)

What problem it addresses

When many people produce images for the same project, without a shared direction the result scatters.

Principles

  • One visual idea

    A concept that guides every piece.

  • Coordinate

    Choose and direct the people who create the images.

  • Coherence

    Each piece is recognizable as part of the whole.

Applications in design

  • Use it like this

    Write the visual concept in one sentence before commissioning images.

  • Avoid

    Deciding the style piece by piece, without a shared idea.

  • Don’t fall for it

    Directing isn’t doing everything: leave room for the people who create.

Connections

Related to

Authors and works

  1. 2009

    Steven Heller and Véronique Vienne

    Explained what art direction does in magazines, advertising, corporate identity, museums and publishing.

Sources

Secondary sources

  • Heller, S., & Vienne, V. (2009). Art direction explained, at last! Laurence King.

Last reviewed: