Art Direction & Creativity
lndian River State College
Instructor: Walt Hines
Textbook: Designer's Guide to Pricing & Ethic Guidelines
ISBN-10: 0932102158, ISBN-13: 978-0932102157
This course examines the creative thinking and decision making in art direction as it relates to marketing process; the diligence of research and its interpretation; strategic thinking and brand identity, the considerations for cost effectiveness and the necessity for teamwork. Creative execution and the reasons behind its effectiveness will be covered, as well as, the development of a design vocabulary related to art direction. We will review the process of creating comps, visuals and storyboards, scripts,
photography and production techniques, visualization styles and professional practice. Project-based results will be emphasized - package designs, poster design series, original photography & design
The ability to understand, develop and elegantly communicate a marketing message is one of the qualities that separates an art director from a pure graphic designer. We will examine the art director's process of translating messages, concepts and ideas into imagery. We will address the art director's responsibilities for solidifying the vision of
a concept while coordinating the execution across multiple media presentations – print, web, video.
Apply design theories to print, web and video projects
Assessment of Program Learning Outcome
Assessment of a numerical grade (0-100) will be recorded based on the final project of the class.
1. To understand the purpose and process of developing creative work from brief to market success.
2. To understand research, strategic thinking, positioning and brand identity, cost effectiveness and teamwork.
3. To review the work of creative professionals in the creation of campaigns and give critical feedback, criticism and visual recommendations.
4. To identify the appropriate techniques with grid systems, design, typography, color schemes, composition and printing.
5. To recognize the creative and aesthetic potential of photography, typography and design in successful art direction.
6. To appreciate the interaction between professional photographers, stylists and production artists to produce the final product.
7. To know how to carry out a campaign or identity in diverse media - web, print, animation, video, web. 8. To communicate with clarity
9. To make use of technology to organize, acquire and convey information.
It is imperative that you attend every class session to be able to receive the most benefit for this course. An absence is excused if you provide evidence that you had to miss class for reasons beyond your control. If you miss more that three classes your grade will be drastically reduced or result in failure with a poor performance in class. It would be wise to inform me by e-mail about why you are missing - it’s your responsible to keep your instructor aware of any problems attending and why!
Grades will be determined by
• Execution of criteria within the specific project • Creativity, composition, color and continuity
• Design process and execution
• Working attitude
• Completed professional projects
Failure to complete the projects will result in a incomplete or failing grade at the end of the term.
A wide variety of instructional methods are used to provide students with
meaningful learning experiences. These include:
• Classroom lectures & discussions • Quizzes
• Projects & assignments
• Design projects with professional clients
Indian River State College is not responsible for your data storage – you are responsible for all of your projects, files and images, typefaces and class material.
Student Standards of Conduct
Indian River State College is dedicated to the advancement of knowledge and learning, and to the development of responsible personal and social conduct. By enrolling at IRSC, a student assumes the responsibility for knowing and abiding by the rules of appropriate behavior as articulated in the Student Standards of Conduct. The primary responsibility for managing the classroom environment rests with the faculty. Faculty may direct students who engage in inappropriate behavior that results in disruption of a class to leave the class. Such students may be subject to other disciplinary action, which may include a warning, withdrawal from class, probation, suspension, or expulsion from the college. Please read the Student Standards of Conduct in the current IRSC Student Handbook.