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How can you use art direction to differentiate your media product?

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Art direction is the creative process of defining and executing the visual style and mood of a media product, such as a film, a video game, or a website. It involves making decisions about the elements of design, such as color, lighting, composition, typography, and props, that convey the intended message and appeal to the target audience. In this article, you will learn how you can use art direction to differentiate your media product from the competition and create a memorable and engaging experience for your viewers or users.

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Melanie Anne Perry FRSA, FInstAM, FAPA

?? Should’ve gone to Melanie Perry ….For stories that sell | Creative Director | Communication expert | Coach & Mentor…

1 Why art direction matters

Art direction is not just about making your media product look good. It is also about creating a consistent and coherent identity that reflects your vision, values, and goals. Art direction can help you communicate your story, theme, and tone more effectively and emotionally, as well as establish your brand recognition and credibility. By using art direction strategically, you can differentiate your media product from others in the same genre, niche, or market, and attract and retain your audience's attention and interest.

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Melanie Anne Perry FRSA, FInstAM, FAPA

?? Should’ve gone to Melanie Perry ….For stories that sell | Creative Director | Communication expert | Coach & Mentor | Multi award-winning ???? Filmmaker | Award Winning ???? Broadcaster
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Art direction is incredibly important to your visual product. Just as direction is essential to any project. Small business frequently fall down here as they underestimate the amount of planning and all the different elements that needs to go into even the smallest video to make it really effective. Human beings need their senses stimulated. To create a winning video the more emotion you can evoke the better. That’s where the colour palette, and especially music come in. There are so many elements required, good direction to map out and mark the storytelling is essential.

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2 How to plan your art direction

Before you start designing and producing your media product, you need to have a clear idea of what you want to achieve and how you want to achieve it. This means defining your concept, your audience, your objectives, and your constraints. You also need to research and analyze your competitors, your industry trends, and your audience preferences and expectations. Based on this information, you can create a mood board, a style guide, and a design brief that outline your art direction vision and guidelines. These documents will help you and your team stay on track and avoid confusion or inconsistency.

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3 How to execute your art direction

Once you have your plan in place, you can start working on the actual design and production of your media product. Depending on the type and scope of your media product, you may need to collaborate with different professionals, such as graphic designers, photographers, illustrators, animators, programmers, or actors. You need to communicate your art direction clearly and effectively to everyone involved, and provide feedback and direction throughout the process. You also need to test and evaluate your media product regularly, and make adjustments or improvements as needed.

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Melanie Anne Perry FRSA, FInstAM, FAPA

?? Should’ve gone to Melanie Perry ….For stories that sell | Creative Director | Communication expert | Coach & Mentor | Multi award-winning ???? Filmmaker | Award Winning ???? Broadcaster
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The larger the project, the more people are involved so good communication is key - and the most important part of that is LISTENING. Your partners need to be heard and understood, and they need to understand why you are making the decisions you make as Artistic Director. You can’t use all the ideas - if you communicate effectively there will be less resentment among the team! Remember you’re working with a lot of creative people! The recipe for success that has served me well and got me to multi award-winning filmmaker status is that I treat my teams respectfully, I communicate effectively (and help them do the same) and of course we have FUN! If you cultivate a happy, trusting environment you can’t go far wrong!

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4 How to evaluate your art direction

After you finish your media product, you need to assess whether your art direction achieved your desired results and met your audience's needs and expectations. You can use various methods and tools to measure and evaluate your art direction, such as surveys, interviews, focus groups, analytics, reviews, or awards. You should also compare your media product with your competitors and industry standards, and identify your strengths and weaknesses. Based on your findings, you can learn from your successes and failures, and improve your art direction skills and practices for future projects.

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5 How to improve your art direction skills

Art direction is a skill that requires constant learning and improvement. You can enhance your art direction skills by studying and analyzing the works of other art directors, especially those who work in the same or similar fields as you. You can also seek feedback and advice from your peers, mentors, or experts, and join online or offline communities and networks of art directors. Additionally, you can experiment with different styles, techniques, and tools, and challenge yourself with new and diverse projects that push your creative boundaries and expand your portfolio.

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Melanie Anne Perry FRSA, FInstAM, FAPA

?? Should’ve gone to Melanie Perry ….For stories that sell | Creative Director | Communication expert | Coach & Mentor | Multi award-winning ???? Filmmaker | Award Winning ???? Broadcaster
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As a professional you should never stop learning. I have a mentor and a coach. I constantly read about the topics that could advance me in my career and author Dave Trott is a firm favourite, along with Ken Robinson. I also collaborate with other professionals both within and outside my area of expertise. Mixing with people who can offer a completely different perspective is hugely valuable. No one person ‘knows it all’ no matter how much they might think they do. If you ditch the ego and open yourself up to others something magical happens. Because you are not just an Art Director - you are a Leader of People, so you need to have great leadership skills as well as great creativity and vision.

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6 How to showcase your art direction portfolio

Your art direction portfolio is your most valuable asset when it comes to showcasing your skills and experience to potential clients, employers, or collaborators. Your portfolio should include your best and most relevant works, as well as your process and rationale behind them. You should also update your portfolio regularly, and tailor it to your specific audience and purpose. You can use various platforms and formats to present your portfolio, such as websites, blogs, social media, or videos. You should also promote your portfolio effectively, and use it to network and build relationships with your industry peers and influencers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use art direction to differentiate your media product?

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3

4

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1 Why art direction matters

2 How to plan your art direction

3 How to execute your art direction

4 How to evaluate your art direction

5 How to improve your art direction skills

6 How to showcase your art direction portfolio

7 Here’s what else to consider

Media Production

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How can you use art direction to differentiate your media product?

1

2

3

4

5

6

7

1 Why art direction matters

2 How to plan your art direction

3 How to execute your art direction

4 How to evaluate your art direction

5 How to improve your art direction skills

6 How to showcase your art direction portfolio

7 Here’s what else to consider

Media Production

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