When I went to design school, I remember that the dream of every student was to become an art director for a major magazine or advertising agency. To be at the top of the design food chain was what we all strived for. But what few of us realized is just how much work is involved.
Here is an excerpt of an actual want ad for a major magazine art director:
The art director must have proven experience in publication design, demonstrating sophisticated art direction, design, typography and photography.
Responsibilities for this position include: conception, design and layout of four to five features and a department and cover for each issue. A total of approximately twenty five to thirty pages in each issue is expected.
The art director also coordinates and contracts with photographers and illustrators in support of the cover and feature designs.
He or she ensures designs are sophisticated, forward looking, cutting edge and brand compliant. Supports a positive and effective team atmosphere, communicating clearly with the design and editorial staff. Follows assigned schedules. Works closely with creative director and editorial staff in communicating various design strategies. Adheres to established style guidelines. Manages complete process from conception through hand-off of final press-ready files.
Finally, but not in any way least important, is proficient in workflows required for digital publishing.
Make no mistake about it: the art director is the architect that oversees the whole construction site. From the conception of an idea to the execution and production of the finished piece, there's a lot on the art director's plate.
I worked almost thirteen years with a major publisher, and I made my way up to art director, a position I held for the last couple of years before I left to start my own design and consulting firm. While I learned many things during those years, there's one thing that really stands out, and that is the importance of being able to communicate.
Of course, there are many ways to communicate. Especially now that we live in a “global economy” you might have the need to communicate with clients or a colleague half way across the world. To this end you can use one of many voice over IP (VoIP) services that allow you to communicate and have meetings over the internet. But, regardless of the technology you choose, never underestimate the power of face-to-face meetings and being able to articulate your ideas in a clear convincing fashion.
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Here I am presenting layouts for the cover of a first grade Social Studies textbook and workbook. My work wasn't over when I clicked Save or exported a PDF; it was up to me to communicate with everyone assembled about my designs. |
You must learn to articulate your ideas clearly and then translate this ability to your presentations. Always present your ideas in a professional manner, even if it's just to pitch an idea for the water dispenser sign that HR requested. Once your idea has been approved, thinking about the whole project as a single coherent unit is key.
For example, I once received the task of designing the cover for a first grade student textbook. Although it wasn't an issue at the moment, I knew that I would later need to design a cover for the accompanying workbook. I decided to use photography for the textbook and the same photograph as an illustration for the workbook.
The textbook had a white background that kept in style with the publisher's branding, and tied everything together with a strong semi-circle element that introduced the subject's designated color (100% Cyan for Social Studies).
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We organized a photo shoot depicting a family unit, which was an important concept in the textbook. We had first graders dress like mom and dad with oversized adult clothing, and the child would be dressed as herself. |
I used the same elements for the workbook in reverse (white semi-circle with a blue background). So, with a little planning, I was able to stay ahead of the game.
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For the workbook we decided to illustrate the scene presented in the textbook. We used an excellent illustrator out of Argentina and she did a fantastic job. |
There's no doubt that much is expected of an art director, and having so much responsibility can be stressful at times. But I can also tell you that it can be a very rewarding experience.
