Shortcut to brand identity
It's easier to understand what makes a brand interesting if we think of it as a person. Many brands are clearly male, others clearly female - but there is more to it. There are many elaborate ways to identify the brand personality and brand identity, but for...
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5 Myths about the Creative Brief
You maybe know the saying: "If you don't know where you are going, the road takes you there." So you end up somewhere without knowing if its the right place. In the graphic design and advertising business this is the last thing you want to happen. You don't...
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How to use studies to improve you projects
In the last lesson I pointed to the positive effects that studies can have in improving your projects. In this lesson I will show you where to find studies, how to make project and art director relevant conclusions and how to use them in your creative...
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Is all about human psychology and behavior
Our main goal as an art director or graphic designer is to get the message in the heads of the target group. We do this by using graphics, video, music, perfumes... basically through the senses. Our education tells us to use images, certain font sizes, etc....
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Ask like a child, evaluate like an adult
If you are not in the situation where you get a good creative brief (how a good one looks like will be a topic of a future lesson) you have to rely on the information you get from the contactor or the client himself. If you have direct contact to the client...
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The Too Small Font Issue
In the last lessons I talked about the mindset of an art director. It's different from a graphic designer in many aspects. It is often difficult to explain what is different, so I will try to make an example - a situation that every graphic designer who is...
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You are not an Art Director
Every graphic/online/media designer nowadays calls himself an art director (or worse Information Architect). Even the Wikipedia, the new holy grail of knowledge states, in a little confusing manner. Find out what is the difference between a graphic designer...
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