Course

Unit I

Art Direction in Advertising:

An introduction- roles and tools of the art director, Graphic Conceptualization: visual metaphor, languages- meaning full lettering, Logo Designing

Unit II

Art Direction in Graphic designing:

Typography, colour, visual composition, techniques and technologies, Tracing and transfer techniques

Unit III

Art Direction in communication design:

Concept and creativity, visual brand identity elements, packaging, Case study analysis – deconstruction of successful advertisements, layout techniques

Unit IV

Art Direction in Photography:

Photographic techniques, photography with characters, still-life photography, lighting, photo montage, type photography, photographic finishing touch, illustration techniques

Unit V

Art Direction in illustration:

Illustration techniques using the grid system, traditional techniques of image reproduction and enlargement-Designing illustrations from photographs

Objectives:

This course aims to introduce students to art direction, the principles of which can be used in their projects in graphic design, photography, and advertising.

Course Outcomes (COs):

After completing the course, learners should be able to:

1. Create well designed
2. Produce different types of
3. Use art direction in Graphic Designing
4. Use Illustrator tools and create well-designed concepts
5. Gain medium level expertise in art direction in photography, illustrations, and Graphic Designing

CO – PO Mapping:

Reference:

1. Basics Advertising 02: Art Direction by Nik Mahon (goodreads.com)
2. Inside Art Direction: Interviews and Case Studies by Steven Brower (goodreads.com)
3. Pete Barry, The Advertising Concept Book: Think Now, Design Later, Thames and Hudson Ltd (11 August 2016)
4. Stephen Baker, Advertising Layout and Art Direction, Forgotten Books (December 7, 2017)
5. Thomas Russell, Ron Lane, Kleppner’s Advertising Procedure, Pearson; 14th edition (23 July 1998)