Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
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This is a place for both creative buyers and designers in the business of marketing communications to share positive insights about their profession. It is hoped that peer empathy will be keenly felt by all who visit and participate* here.




Design Commentary I

The process.

No one ever came out and emphasized it, but after a few creative sessions I realized that background materials presented by the art director or other job originator were worth my complete attention. The odds that one of my ideas would fly were much greater if it were based on pertinent information rather than what I felt like doing that day. Even with this realization proven beyond a doubt, it would have been helpful to tattoo such truth upon my arm. Because, in reality, maintaining one's creative spirit while getting in the mood to design something on someone else's behalf doesn't come naturally. For me, it requires more than a little reflection to remember the magic feeling that works everytime...willingness. Once I've let myself become totally willing to get caught up in the focused research of others, the process can begin. Out of myself, into the work, it's not long before good, supportable ideas spring forth enthusiastically.

With the value of willingness now recognized, it seemed worthwhile to outline an entire routine. Such a mind set might enhance creativity, discipline and efficiency throughout the entire process. Once again, this is the kind of simple, common sense thing that is seldom spelled out. Only after a good bit of floundering does it hit home that a thoughtful plan could improve performance. For what it's worth, here's the general approach I bring to the table:

Absorb the materials supplied by the creative director and/or project originator. Participate in the initial conceptual phase by submitting thumbnail** layouts as ideas come to mind.Streamline graphic elements so that they work well together. Make decisions about emphasis and balance that will best further the goal of the message's owner. Consider how a design choice fits into the long term look of the message. Be sure that all solutions, once approved, remain consistent throughout every facet of a communicative effort.To ensure the most interest and credibility, execute everything in a highly professional manner.

**These initial rough concepts facilitate the creative process in a variety of ways.   Quick to do and easy to understand, they distill the idea into the simplest of forms so that its merit, or lack thereof, is very clear. Sometimes, after a great deal of creative exploration, that first thumbnail turns out to be the very best solution.
­commentary by Andy Attiliis




Design Commentary I

Quick and clear design is usually good and plenty.

Creating a quick, clear and beautiful relationship between key words and key visual. That's my first goal as a graphic designer.

How quick and clear a design is depends on how streamlined the headline and picture are. A compact unit of type using a very readable typeface makes for quick understanding. The picture or graphic element focusing on a subject that best supports what the headline is saying helps create an even clearer communication.

Fine-tuning and positioning elements so they work well together is one part of the job. Deciding how to further beautify the design, without distracting from the message that's just been achieved, is quite another. Because a design that "needs an extra something" at this late stage often has key parts that need to be fixed. Not embellished.
­commentary by Andy Attiliis

 

*For those who have writings about design that they would like to contribute for unlimited use, please e-mail them to aattiliis@cox.net If accepted for publication, in return for their use, contact information and a credit that is linked to your Web site will be included.




Except where otherwise indicated, all writing and creative functions displayed on this site are by Andy Attiliis.
Creative functions is a listing that highlights specific work performed on each sample.
All information found in this portfolio should be considered individual views based on the work experience of its author.

Copyright 2001 Andy Attiliis

 



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