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How can you collaborate with your team to make art direction decisions that stick?

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Art direction is a crucial aspect of content development, as it sets the tone, mood, and style of your visual communication. However, it can also be a source of frustration and conflict when you have to collaborate with other team members who have different opinions, preferences, and expectations. How can you ensure that your art direction decisions are aligned, consistent, and effective? Here are some tips to help you work together and make art direction decisions that stick.

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Archer Dougherty

Production Designer, Art Director, World Builder, Storyteller, Overall Idea Bag

1 Define your goals and audience

Before you start creating any visuals, you need to have a clear understanding of what you want to achieve and who you want to reach. What is the purpose of your content? What message do you want to convey? Who are you targeting? What are their needs, interests, and preferences? These questions will help you establish the objectives and criteria for your art direction, as well as the tone, style, and format that best suit your audience.

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Archer Dougherty

Production Designer, Art Director, World Builder, Storyteller, Overall Idea Bag
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Things that stick not only explain the how but the why. Everything down the pipe is doing what you want visually - notes and drawovers/paintovers only stay in the brains of people who aren't you by explaining why you're making these notes, these changes, these decisions. It helps everyone stay on the same page and move along with you efficiently.

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Raksha T.

Senior Digital Marketing Analyst at TechSera | Content Creator and Strategist
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Collaborating creatively can be challenging, especially when marketers and designers approach things differently. However, it's crucial to align their goals, objectives, and visions to ensure successful outcomes and generate top-quality, lead-generating campaigns. By working together effectively, these teams can create powerful, industry-shaking campaigns that achieve their shared objectives.

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2 Create a mood board

A mood board is a visual tool that helps you collect and organize your inspiration, ideas, and references for your art direction. It can include images, colors, fonts, textures, patterns, icons, logos, and anything else that reflects the look and feel you want to create. A mood board can help you communicate your vision to your team, get feedback, and make adjustments. You can use online tools like Pinterest, Canva, or Adobe Spark to create and share your mood board easily.

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Shafat Jamil

Branding Architect | Xiaomi
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You can also use the mood board as a visual storytelling tool to convey design concepts and aesthetics to clients. Clients are able to grasp the creative vision more easily by seeing the mood, tone, and visual elements together.

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3 Establish guidelines and standards

Once you have a mood board that everyone agrees on, you need to translate it into concrete guidelines and standards that will guide your art direction decisions. These can include specific elements like color palette, typography, imagery, layout, icons, logos, and branding. You also need to define the general principles and best practices that will ensure consistency, quality, and clarity across your content. For example, you can specify how to use contrast, hierarchy, alignment, white space, and balance. You can document your guidelines and standards in a style guide that you can share and update with your team.

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4 Assign roles and responsibilities

Art direction is a collaborative process that involves different skills and tasks. You need to define who is responsible for what, and how they will work together. For example, you can assign roles like art director, graphic designer, illustrator, photographer, videographer, editor, and reviewer. You also need to establish the workflow, deadlines, and tools that you will use to create, edit, and approve your visuals. You can use project management tools like Trello, Asana, or Basecamp to coordinate and track your progress.

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Konstantina Gavala

Founder & Creative Director at: ?? Yellow Studio and ?? Branding for Writers Designer | Architect | Author | Tutor ☆ Building emotional connections ☆
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Art Direction, apart from a general strategy/vision over a project, involves both project and team management. Apart from owning scheduling and organising creative projects, a good art director needs to have strong knowledge of their team members' skills and abilities, in order to distribute the workload optimally.

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5 Seek feedback and approval

Feedback and approval are essential steps to ensure that your art direction decisions meet your goals and audience expectations. You need to seek feedback and approval from your team members, clients, stakeholders, and users throughout the process. You also need to be open to constructive criticism, suggestions, and changes that can improve your art direction. You can use online tools like Google Docs, Dropbox, or InVision to share and comment on your visuals. You also need to have a clear and respectful way to resolve any conflicts or disagreements that may arise.

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6 Evaluate and improve

The final step of art direction is to evaluate and improve your results. You need to measure and analyze how your visuals perform and impact your audience. You can use metrics like views, clicks, shares, conversions, retention, and satisfaction to assess your effectiveness. You can also use tools like surveys, interviews, or focus groups to gather feedback from your users. Based on your findings, you can identify what works and what doesn't, and make adjustments and improvements accordingly.

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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 collaborate with your team to make art direction decisions that stick?

1

2

3

4

5

6

7

1 Define your goals and audience

2 Create a mood board

3 Establish guidelines and standards

4 Assign roles and responsibilities

5 Seek feedback and approval

6 Evaluate and improve

7 Here’s what else to consider

Content Development

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How can you collaborate with your team to make art direction decisions that stick?

1

2

3

4

5

6

7

1 Define your goals and audience

2 Create a mood board

3 Establish guidelines and standards

4 Assign roles and responsibilities

5 Seek feedback and approval

6 Evaluate and improve

7 Here’s what else to consider

Content Development

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感谢您的反馈

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