Art direction is the job commanding the total production. Once the theme is put, the art director manages the meeting and progress of graphic design, advertising, photos, and spatial design. (Flavin, 2019). Hence, art direction is the critical point of how the brand promotes visually. Art directors need to understand the meaning and purpose of the brand and make the impression that it affects the world through the art.
Firstly, art directors need to find good photographers with the most experience because the fashion photos represent the products and the fashion brands’ personality, authenticity, and point of view. The photos are used in various ways, such as on magazine pages, digital platforms, and campaigns. Furthermore, to the demand of Instagram, they also make unique Instagram versions for Instagram (Moore, 2021). Edit photos and create videos to fit each form of social media to gain an audience on each social medium.
Inspiration is expressed through clothing, styling, models, locations, props, and accessories (Moore, 2021). The art director selects the right people, considers locations and props, and gives direction based on a good understanding of the brand concept. Through dialogue with various creatives, such as stylists, hair and make-up artists, and photographers, ideas are made.
Hence, art direction is essential for making a brand image, especially in visual communication. This is because it brings together various creators to create one brand of work.
References
Flavin, B. (2019). Creative Director vs. Art Director: Drawing the Line Between Commonly Confused Creative Careers. https://www.rasmussen.edu/degrees/design/blog/creative-director-versus-art-director/ (Accessed: May 19, 2022).
Moore, G. (2021). Fashion Promotion: Building a Brand Through Marketing and Communication. London.