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When a new illustration is needed, it is important to review past effort.
by Andy Attiliis

With a history of successful predecessors, theoretically much of the art director's job is done. Further, it would be a mistake to jeopordize the existing momentum by suggesting a new style of rendering. Instead, attention should be devoted to planning new content that will best support the current product or service within the boundaries that are already working. Deviation from the existing art direction would jeopardize the client's investment in an illustrative look that the audience already recognizes. The result will be that readers won't connect with the new approach as quickly as they did before.
         When an art director starts from scratch, the assignment is more challenging. Now it is necssary to begin by settling on a style of illustration that best accommodates both present and future needs. Color intensity, complexity of content, mood, texture, line and shape are just some of the characteristics to be considered. Once decided, the art director should prepare a brief rationale about the chosen style to help keep each new endeavor as consistent as possible.


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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