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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

Sequence (eye travel).

Only published comments... Jan 17 2007, 03:41 PM by Adman

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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 it relatively easy to separate the design pros from the “weekend warriors” that I mentioned in my first blog. 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.

    There are few art directors at the advertising agency or design studio level who did not receive formal training. 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.

Comments

 

Journey from Concept to Creation said:

<< Previous | Next >> As I mentioned in my last blog, I consider the principle of unity to

December 5, 2008 7:23 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> The fourth graphic design principle I will write about is the principle

December 6, 2008 2:55 AM
 

Journey from Concept to Creation said:

<< Previous | Next >> As I mentioned in my last blog, I consider the principle of unity to

December 6, 2008 4:07 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> One of the best ways to understand the last of my five principles of

December 6, 2008 4:34 PM
 

Balance. - Journey from Concept to Creation said:

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August 18, 2010 5:54 PM
 

Balance. - Journey from Concept to Creation said:

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February 8, 2011 5:27 PM
 

Emphasis. - Journey from Concept to Creation said:

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July 2, 2011 6:13 PM
 

Emphasis. - Journey from Concept to Creation said:

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July 2, 2011 6:19 PM
 

Emphasis. - Journey from Concept to Creation said:

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July 2, 2011 6:22 PM
 

Emphasis. - Journey from Concept to Creation said:

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July 2, 2011 6:28 PM
 

Balance. - Journey from Concept to Creation said:

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July 11, 2011 7:03 PM
 

Balance. - Journey from Concept to Creation said:

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September 26, 2013 2:54 PM
 

Marianna said:

Well done Robert!  

February 23, 2015 5:57 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency with comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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