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Some covers are packed with both imagery and typography
by Andy Attiliis

Others are simple as pie, offering little more than a title and the whisper of an image. Everything depends on the job it must do and the environment in which it needs to work. If a magazine is primarily sold from a news rack, the cover may need many teaser headlines to attract potential buyers. Many Web sites need at least one fairly quiet place to establish their purpose. Others need the equivalent of a table of contents on their Home page to best ensure their audience will stay. So, what ingredients will make a cover work hardest requires thinking completely through all the possibilities. Only when all the functions a cover needs to perform are identified can we begin formulating a successful strategy.
         Once the creative direction has been established the art director will strive for cover content that is compellingly beautiful, impactful and communicative. Whether it be with a photograph, an illustration or a combination thereof, it will want to knock members of the target audience on their ears so that there is no question that they will read the accompanying message.
         Should the long term direction be a consistent image style, each new cover's subject matter will need to be done within the confines of that style. The advantage of such a pure approach is that brand recognition can be built more quickly and produce the most lasting impression.

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.
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