Designers for advertising: creativity to order
Design in advertising – postcards, flyers, booklets, posters, stretch marks. Creativity in the rigid framework: the topic and the task dictated by the marketer, the terms – the client. And it’s necessary to create a brilliant pictorial series to stand out, attract attention and sell the product.
How to develop advertising thinking
As a rule, a professional designer in the field of advertising is not too much needed for a designer, designer-layout designer, who is engaged in the mocking of various types of printed matter and layout. Indeed, many of these specialists have graduated faculties and departments of design or graphic design. In the labor market, they are estimated at around $ 500-600. If a person working in the field of graphic design knows the entire chain from ordering to the visual image before the output of the finished product from the print – layout, layout, process printing, color separation, color correction – then his salary may already be four-digit. It is advantageous for such a specialist to be employed because he can “shut” all technological holes. But! Such craftsmen – a great deal of rarity. They are not prepared anywhere.
How does an advertising agency work?
The research department issues a technical assignment, the so-called marketing brief. With the efforts of the account manager, he turns into a creative brief. This is the task of the art director and copywriter – they are responsible for creating a creative idea that reflects the marketing goal of the advertising campaign. If the designers do without the knowledge of the marketing component, it’s not a fact that they will achieve the goal that they set. This is the specifics of advertising. There is a legitimate question: how to design a designer for advertising? What to emphasize on artistic disciplines or the training required by a specialist in advertising? After all, there are two standards approved by the Ministry of Education: a standard for design and a standard for advertising. It should be noted that the designer working in advertising, creates, not how he will think, but as the customer wishes. This is the specifics of the industry, and it does not go away from it.
Advertising is a high-tech and hard business that includes creativity. Consequently, advertising is a technology that can be taught. Often universities are not just designers for advertising, but art directors, because they are acutely lacking in this sector of the market. The post of art director implies both designer training and knowledge of the specifics of the advertising market. Is it possible to prepare such a specialist for five years? After all, artistic training takes a lot of time. And the post of art director includes four components: marketing (market knowledge), creative (idea), technological (embodiment of ideas on certain advertising media) and managerial (he is still a director). The question arises: what is the main thing in this profession, business or creative? Can a person not able to draw a art director? Ideally, the art directors need to “mold” from the designers. But if a person is not a designer, he can still become a successful art director.