This week we share a coffee at beon. Creativity. At the table, José M. López, Art Director, talks about his daily work for the company. How ideas come alive? These were some his thoughts about all these subjects.
What are the main functions of an Art Director?
The art director, from receiving the briefing of the project he has been commissioned with, must generate ideas and reflect them in images in the best possible way to capture the audience’s attention. In my opinion, the creative team art director-copywriter is also very important because a good script or a good idea is essential to create a better concept.
How are ideas conveyed to graphic images? What is the starting point?
First you have to analyze the briefing thoroughly, reading between the lines, fully understanding what the client wants. Therefore, a good briefing provided by the account managers or the client is essential.
Secondly, you need to research the client, know their background, field of action, as well as the preceding graphic and advertising line.
Third, I put weight in taking time to look at references in design sites or advertising magazines in order to observe new trends or simply to find something that catches my eye so that I can find my own inspiration.
Finally, I think that experience is also something essential when facing a project.
Is it easier to express anything through images?
Not neccessarily. Sometimes a good caption says more than an image. But everything must have a purpose and a justification.
In general terms, are consumers more visual or verbal?
Clearly visual, just as life itself. The first impression always remains, but it is a shame when exquisite graphics sometimes have nothing behind that supports the idea.
What is more important: tell and express ideas or simply grab the audience’s attention?
The final product needs to be alluring and appealing to catch the audience’s attention, but the ideal is to find a balance between a good graphic display and a great concept-idea.