Art director course

The artistic director or Art director is the professional figure who in the world of communication deals with the visual part of the advertising campaign or, in jargon, "visual". This professional figure is characterized by the creativity indispensable to carry out this work ad hoc. When the Art director starts to work, he starts by considering what the product is, and what it offers to the target audience, and analyzes the communicative content of the advertising message. As a second action, the Art director will study the communication plan of the campaign which plans the transmission channels, costs, timing and strategy of realization, the professional responsibilities of the advertising project, the target audience, etc. The Art director must make marketing evaluations based on data that are as certain and reliable as possible. It is essential that the Art director has a thorough knowledge of the evocative and symbolic value of the images. The value and meaning of an image is in fact closely linked to the characteristics of the target audience of the advertising campaign, this means that the chosen image will evoke something to the target audience, while for the reader of the message that does not belong to the target group the same image will evoke nothing. The professional skills of the Art director must be multiple and not superficial, today the professional figure of the Art director is complete only if he has a good background in communication and has a good knowledge of media channels, it must also have possess a good marketing foundation. If the work will also be published on the web, a good training on what concerns web communication, web marketing and web designer will be essential.