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Art Directing Print Projects : Solutions and Strategies For Creative Success - Tony Seddon

Art Directing Print Projects

Solutions and Strategies For Creative Success

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Art directors need to balance both the creative and business-oriented aspects of their role to be truly successful. As well as needing top-level visual and creative skills, art directors must also motivate, communicate with, and inspire their co-workers and clients.

Art Directing Projects for Print provides a creative, inspirational, and "skill set" path for designers who wish to raise their careers to a more ambitious level.

This ground-breaking book will give them the essential building blocks to make the professional transition from competent designer to pace-setting art director, in the highly competitive and innovative area of print design.

Art Directing Projects for Print reveals the professional skills involved in key creative areas of print design through providing a unique mix of theory, context, contemporary media awareness, inspirational case studies, international showcases, interviews with big-name professionals, developmental advice, and practical information.

About the Authors

Tony Seddon is a graphic designer and art director based in Sussex UK, where he is currently art director for RotoVision. He has over 20 years experience in print design, primarily within the field of illustrated book publishing and is a specialist in digital work flow development and production techniques.

Luke Herriott has been art directing, designing and managing book projects for over 15 years and is the director of book design and packaging company, Studio Ink. He lives in Hastings, UK.

Introduction p.6
1. Meet the Art Director
What is an Art Director? p.10
How do you become an art director? p.14
The art director's key skill set p.16
Is an art director a creative or a manager? p.22
Can an art director have a signature style? p.26
Interview: Angus Hyland, Pentagram p.32
2. The Blank Sheet
Beginning a project p.40
Analyze and prioritze p.40
considerations for project planning p.44
What are the mian objectives? p.44
How will I get the job done? p.45
What have I fogotten? p.46
The brief p.48
Standardizing the brief p.48
Tips for writing good design briefs p.50
Research and development p.52
Types of research p.56
Budgets and scheduling p.56
Devising a budget p.57
The schedule as a workflow p.58
Interview Sonya Dyakova, Phaidon Press
3. Working with Clients p.70
Handling client relationships p.72
Maintaining the relationship p.74
Creative client partnerships p.78
Design contracts p.82
Quoting for design work p.84
Creative conflict p.86
Interview: Paul West and Paula Benson, Form
4. Working with your Creative Team
Building your team p.98
Managing your team p.100
Mentoring your team p.102
Project managers p.104
Freelancers p.106
First-time working p.107
Freelance designers- the advantages p.107
Interview: Domenic Lippa, Pentagram p.108
5. Working with Photographers
Selecting and briefing photographers p.122
The photography brief p.126
Negotiating photography contracts p.128
Art directing a photo shoot p.130
Interview: Jonathan Ellery, Browns p.134
6. Working with Illustrators
Selecting and briefing illustrators p.150
The illustration brief p.152
Negotiating illustrator contracts p.154
From roughs to artowrk p.158
Interview: Greig Stevens, The New York Times Media Group p.162
7. Specifying Print
Production and print processes p.174
Offset lithography p.176
Flexography p.176
Rotogravure p.176
Screen printing p.176
Digital printing p.178
Choosing and specifying paper p.180
The properties of paper p.182
Environemental concerns p.184
Interview: John Foster, Bad People Good Things p.186
8. Working with Printers
Selecting a printer p.198
Negotiating prices p.200
Preparing work for print p.202
Working with proofs p.208
Special finishes p.210
Rejecting print p.212
Inerview: Stefan G. Bucher, 344 Design p.214
9. Technical Concerns
Keeping up with technology p.228
Protecting your digital assets p.232
10. References
Glossary p.238
Contributors p.248
Index p.252

ISBN: 9782888930204
ISBN-10: 288893020X
Audience: General
Format: Paperback with Flaps on Inside & Back Covers
Language: English
Number Of Pages: 256
Published: 1st February 2009
Publisher: ROTOVISION
Dimensions (cm): 20.3 x 20.3  x 2.3
Weight (kg): 0.86