Advertising Designers: Creative Custom

How to develop a real thinking

Typically, the designer, designer, typesetter, who is engaged in prototyping various kinds of printed materials and layout, professional training in the field of advertising and not too necessary. And indeed, many of these professionals graduated from the department and design department, or graphic design. If a person working in the field of graphic design, knows the whole chain, from order execution to the visual image to the finished product out of print - layout, typesetting, printing technological processes, tsvetotodelenie, color correction, his salary may be a four-digit number. This specialist is beneficial to employ, because it can "plug" all technological holes. But! These craftsmen - a rarity. They were nowhere to be prepared.

How does an advertising agency?

The research department produces technical task, a so-called brief marketing. Through the efforts of account-manager, he turns into a creative brief. This assignment is the art director and copywriter - they are responsible for the creation of creative ideas, reflecting the marketing objectives advertising campaign. If the designers will do without the knowledge of the marketing component, not the fact that they will achieve the goal that set themselves. This specificity of advertising. There is a legitimate question: how to prepare a designer for advertising? What emphasis - on the artistic discipline or training necessary specialists on advertising? After all, there are two approved by the Ministry of Education of the standard: the standard in design and advertising standards. It should be noted that the designer working in advertising, works, not as he pleases, but as a customer so desires.

Advertising - is a high-tech and hard business, including creative. Consequently, advertising creativity - a kind of technology that can be taught. universities often prepared not just for advertising designers, and art directors, because that's what they sorely lacking in this market sector. The position of art director and designer involves training, and knowledge of the specifics of the advertising market. Is it possible to prepare such a specialist for five years? After all, artistic training takes a very long time. And the position of art director includes four components: marketing (market intelligence), creative (idea), technological (the embodiment of ideas on certain advertising media) and management (he is still the director). The question arises: what is the main thing in this profession, business or creative? Can one person who can not draw, make art director? it is necessary to "sculpt" of designers held Ideally, art directors. But if a person has not taken place as a designer, he still can become a successful art director.