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In addition to my interest in reading company mission
statements as mentioned in a previous blog, as an advertising executive, I also
can’t help myself when it comes to evaluating the visual design of television
commercials and corporate videos, magazine advertisements, brochures, web
sites, logos, etc. When it comes to design work, I have found that it is relatively
easy to separate the design pros from the “weekend warriors” that I mentioned
in my first blog. I believe that while professional artists apply design principles
to their work instinctively – using them as a guide in evaluating the progress
of their work -- inexperienced and untrained “designers” routinely violate
design principles.
I have never known a professional art director at the agency level who did not receive formal training. In addition,
those lucky enough to get an agency job after graduation typically work an
entry level job as an assistant -- pushing the mail cart or going out for
burgers for a couple of years prior taking the helm as a designer or art
director. There are a handful of top (and quite expensive) creative schools
from which top agencies recruit entry level creatives. Three of these (Portfolio Center,
SCAD Atlanta and Creative Circus) have campuses
in Atlanta and
in addition to other creative schools such as The Alliance Theater School, they contribute to a
great local talent pool.
Nevertheless, not all persons called on to produce designs
or layouts are so fortunate. Many are asked to develop visual graphics without
the benefit of formal training – sadly, never having the experience of being sent
out to get burgers for the creative staff. But there is hope. These burger
deprived “creatives” can improve their design work immeasurably by learning
these fundamental design principles…and understanding how to apply them. This brings me to the next principle -- Sequence.
Through habit, the eye moves from left to right and then top to
bottom, from
big elements to smaller ones, from dark to light, from color to
non-color, and
from unusual shapes to common shapes. The advertising designer can
start eye travel anywhere in the ad and control its direction… left,
right, up or down. In a well-designed ad, a directional pattern should be evident. The professional designer
takes the reader by the hand and leads him or her through the ad to the climax.
To illustrate this principle, I will point again to my
Sunshine Biscuits’ poster. Note how the viewer is guided through the ad 
with
the crayons leading the viewer from the main visual to the headline. While the
main visual will attract immediate attention, the crayons help to lead the
viewers’ eye into the headline… and the “warm and fuzzy” message which contains the benefit
mentioned in previous blogs. In addition, The contrast of white space
behind the house tends to focus the eye on the artwork… this is helped
a bit by the rays of the sun -- in
tandem with the chimney -- which lead the eye into the house. The shape
of the door and direction of the crayons then help to lead the eye into
the
headline. It should be obvious that sequence is closely related to emphasis, as noted in my previous blog.
Officially, there are two more principles left to talk
about. I will leave you guessing this time about the next one... This
blog reminds me of how the Sunshine Biscuits' marketing director loaded
me up with a big box of snacks for "inspiration" while I was creating
this poster... so I’ve been thinking about food while writing this and
it is definitely time for a healthy snack… no burgers for me… those
Cheez-it’s are looking pretty good… or maybe some Krispy crackers and
peanut
butter… yum.