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How each departmental and feature article is introduced begins to address the art direction of a magazine.
by Andy Attiliis

For departments, visual identity is often established through symbolic images that have been combined with typography. For feature stories, each is usually given a distinctive design flavor that is initiated on its own title page.
         These two areas, along with the cover, are where basic visual aspects of mood, style and design are established. Further, the comprehensive graphic guidelines for a whole new magazine can be developed in just a few double page spreads.
         In two or three days, many an experienced designer could complete a cover and enough spread comps to direct the course of a magazine. In some cases, with a core layout already on their computer, it could be done even faster. Trouble is, such an approach discounts the diligent consideration needed before pen is set to paper that makes or breaks a specific mission.
         With sensible steps towards acquiring knowledge of the magazine's subject matter, an art director's work can really speak to its readers. As familiarity with the publication's goals are gained, stylistic limits can be set. Then, the imagery chosen to support copy will be successful in securing an audience's trust and confidence.

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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