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Being most familiar with a client's history from both visual and writing points of view, the creative director will have the best insight on how to approach the first need for chart art.
by Andy Attiliis
That view must be clearly conveyed to the art director and writer so that an appropriate style or styles can be developed. Concise or general, illustrative or photographic, light or straight forward are some of the opyions that will need consideration.
It could be that two solutions will work best. A simple bar chart might be the right choice to communicate many groups of statistics while an illustrated chart would add interest to more specific information. As for style, depending on how strong other design elements are, a laid back chart style is often the answer because it will compliment rather than compete with more dynamic key visuals. Or, if the nature of a campaign is copy heavy with little to depict, a chart's presence can probably afford to be much stronger. When its content relates strongly to the headline, even a chart can flower into the role of key visual.
Once the characteristics have been established, they should be preserved ad infinitum. Without good reason to change direction, devoting further resources on a new look would only serve to detract from campaign consistency. Instead, what's been done should be accepted as one creative building block of the entire corporate identity. As such, like all other brand aspects, it's continuity over a long period of time will enhance an entity's recognizeability and credibility.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.