The art director holds a dominant position in visual and overall matters, serving as a pivotal bridge between advertising campaigns and client services. Their influence extends beyond mere visual presentation, directly impacting brand positioning, communication effectiveness, and commercial outcomes. They oversee the entire visual style, encompassing colour systems, typography selection, compositional layout, and photographic aesthetics,… Continue reading Responsibilities of an Art Director within contemporary graphic design practice.
Author: wyao2024
Art Direction campaign analysis
The campaign I chose is Nike’s “Why Do It,” to introduce the younger generation to the earlier “Just Do It.” after nearly four decades of inspiring athletes to reach their dreams through “Just Do It,” Nike is reintroducing the iconic rallying cry to a new generation with the launch of its latest campaign, “Why Do… Continue reading Art Direction campaign analysis
Practical Skills For Art Direction on Advanced Web Technology
Social Media Video Ads
In this inaugural social media advertisement, I selected two travel videos to open and close the piece. The goal is to demonstrate how a positive environment and scenic beauty can transform the experience, prompting viewers to recognize the challenges of preserving and maintaining such settings while watching the ad. The company’s product is strategically inserted… Continue reading Social Media Video Ads
Banners Ads
In this article, I shall create three distinct banners for advertising purposes, each positioned within a specific pixel height and width space. For these three advertising banners, I employed identical visuals and text featuring the slogan “ONE CUP, ZERO WASTE”. This tagline uses the stark contrast between the numbers “one” and “zero” to visually convey… Continue reading Banners Ads
Wireframes
This article is the design concept for the website homepage. This is my initial design sketch. The left-hand side depicts the original concept, where I positioned the brand name prominently at the top centre. The brand logo is placed in the top-left corner, with the latest products displayed below. Featuring these on the homepage enhances… Continue reading Wireframes
Logo Development
These are my three logo designs. This logo combines the positive and negative forms of a circle and a leaf to create the design. The simplicity of this pattern inspired me to create a straightforward logo, using the central leaf as the starting point for my own design. FORMLESS The initial concept behind the first… Continue reading Logo Development
Initial Design Prototyping
Introduction: This article will analyse the following three briefs, creating mood boards, user personas, brand prisms, brand personalities, and brand matrices respectively. Eco Future——A style for a green or eco friendly company Cab-E Online—— a new local taxi firm looking to dominate the online space Influence Hull——a business consultancy group Eco Future is an environmental protection… Continue reading Initial Design Prototyping
Art Direction within web design contexts
Design Portfolio（PC）
High-Fidelity Prototype Throughout the website, ample white space has been incorporated between various sections to prevent information overload and minimise reader fatigue. A clear reading hierarchy has been established through varying font sizes: “heading > subheading > body text > notes”. High-saturation, high-contrast colors are employed across the entire site, lending a cohesive and harmonious… Continue reading Design Portfolio（PC）