Shape
Art Direction
Setting the purpose and point of view for images, so visuals carry the message.
What is Art Direction?
Setting the purpose and point of view for images, so visuals carry the message.
What you learn
Choose images that say the message before anyone reads.
When it helps
images feel random, or a campaign needs a clear visual direction.
Use it at work
- Write the message in one sentence.
- Choose image qualities that show it: subject, angle and light.
- Test what people think the image means without text.
- Write the direction down so others can follow it.
Your output
Before you choose an image, write the message in one sentence. Ask three people what the image says without the text.
Watch for
Picking images for mood or beauty that don’t carry the message.
Related practices
- Visual Hierarchy
- Brand Personality
- Design Critique
- Design Judgment
- Visual Reference Building
- Output Curation
Sources
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