This week, we shifted gears from the nuts and bolts of typography to the big-picture world of art direction. It's all about the strategic vision behind your design, shaping the user's journey and evoking emotions.
The Road to a Cohesive Design:
While wireframes, mockups, and prototypes are the technical roadmap, visual research and layout sketches lay the groundwork for the aesthetic direction.
Kyle's Art Direction Toolkit:
Beyond Execution: The Art Director's Role:
Here's the key takeaway: A designer focuses on the execution, while an art director guides the strategy behind design decisions. Art direction shapes the entire user experience, crafting a narrative that resonates with users.
Art Direction in Action:
Font Choice: It's about more than just serif vs. sans-serif. The font you choose should contribute to the overall story.
Visual Storytelling: Combine compelling imagery and language to create an impactful experience.
Emotional Connection: The ultimate goal of art direction is to evoke emotions in users, whether it's excitement,trust, or a sense of belonging.
Real-World Stories: "Telling our community stories" highlights the power of using real-life scenarios to connect with users.
Digital Art Direction: Koi Vinh's work showcases the ever-evolving world of digital art direction, where traditional techniques find new life in the online world.
// notes taken during lecture
wireframes > mock ups > prototype
Where you should be now :
visual research
sketches of layout