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Detailed layouts of approved concepts, especially for complicated designs, should be worked out by an art director or senior designer.
by Andy Attiliis

Here is a where a great deal of design experience is needed to create a working layout that anticipates all the potential problems of a complex design. For the designer who will provide finished art, the photographer and/or illustrator it will be an indispensable guide. Especially when accompanied by typographic and image style samples. In many cases, such a workup should also be sufficient to secure approval from a client so that final production can begin.
         A second situation that is served well by detailed sketches occurs when a few options are needed to nail down the right approach. Because one concept has not yet been chosen, these can be somewhat looser, so long as supportive notations are provided. The main purpose of such a collection is to get the creative direction nailed down for concepts that can't be fully depicted in a thumbnail.
         Obviously, to satisfy either of the above scenarios, well thought out pencil sketches are the most efficient way to work. Confidence is the key to being able to work in such a comfortable manner. This is easily acquired by clients who carefully review a great deal of work by their creative provider. With assurance that the experience needed is present, the expectation that a quality piece will be delivered is a given. It follows that extra time for a number of color comprehensives depicting different concepts should rarely be needed.


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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