Having different designs appear to belong to the same brand in a campaign is a broader decision than using the same color in all of them. Photography approach, typography, composition and tone of the message are evaluated together. The person responsible for the direction of the design ensures that these decisions create a common direction without being dispersed in individual files. When a graphic designer produces applications, the focus is on ensuring that the applications support the same communication goal.
Determine the evaluation criteria first
It will not be enough to collect aesthetic references alone without clarifying the target audience of the work, the purpose of communication and the channels to be used. It should be explained which need the chosen visual approach meets. References should be used to discuss direction, not to copy results.
Try different media early
While a main image looks strong on a banner, it can lose its message on a mobile screen. Experimenting with a few basic formats before direction confirmation demonstrates this difference. Not every application needs to be exactly the same; While certain common decisions are preserved, space is left for the needs of the medium.
Bind feedback to target
It is necessary to concretize expressions such as “more lively”. Do you want more contrast, a more prominent product, or a stronger headline? Understanding what communication problem the comment is trying to solve can reduce the number of unnecessary rounds. A single approval person should consolidate comments from different teams.
The scope of creative directorship support should not be defined only as approving the final visual. Direction creation, team coordination, execution control, and delivery evaluation are separate tasks. When these tasks are clear at the outset, a trail of decisions can be preserved when working with multiple designers or manufacturers.
Frequently asked questions
How to maintain visual integrity when multiple designers are working?
The common goal, reference direction and evaluation criteria should be determined at the beginning. Examining representative applications early is more manageable than trying to restore integrity after the work of different teams is completed.
How does art steering feedback differ from personal taste?
Tie the review to the audience, message, and terms of use. Explaining which element needs to change and why gives more actionable direction than just saying I like it or I don't like it.
What design decisions are made with the art director?
The art director can determine the visual direction of the campaign and the common language of different applications. Brands looking for art directors; It should indicate which creative direction, team feedback, and direct design production are expected. Title alone does not indicate involvement in photography, copywriting, or overall campaign management.
When evaluating Selçuk Aker's art direction scope, we can talk about how the main visual direction will be implemented in the catalogue, social media and web interface. The consistency of different materials can be maintained more easily when the decision maker, evaluation stages and the person who will produce the final file are clear.
