Main findings
- Art direction is very versatile, and branches of to a multitude of different graphic design paths.
- First hand experience at attempting to keep a consistent tone, identity, and clear purpose.
- Other medias in contemporary art apart from illustrated products.
Impact
- Being able to create a formula in order to direct my own campaign that conveys my point across effectively.
- Being able to improve my own campaign based on analysis and assessment of other works with a similar purpose.
- Understanding my responsibilities as an art director during this project.
- Understanding how different elements impact the view of the target audience towards my campaign and accommodating them accordingly.
Evidence
- Recognising that the original idea would not suit the range of the target audience I am trying to accommodate.
- Taking time to problem solve in order to save time in the long run instead of scrapping the idea entirely.
- Considering the bigger picture instead of each element separately.
- Recognising the faults in my ideas and being able to identify when elements are no longer harmonious.
- Being able to reconstruct the product from the ground up without discarding any elements in order to show the impact of composition, tone, and the importance of hierarchy.
- Being able to justify my design choices when faced with criticism.