With this program you will learn to visualize creative and convincing ideas, as well as understand who you are addressing, the medium in which you communicate the message, and the emotional load that this message must guarantee.
The Art Direction, as an essential part of any commercial communication action, is in constant transformation. The evolution of the media, technology and social networks make it increasingly complex to determine the limits of this discipline.
This new environment can confuse the priorities when it comes to becoming a good Director of Art. It is not so much about being the latest in trends or technology, but rather the opposite. From this Master we want to claim why it is so important to know how to tell an idea at a visual level. Why it is basic to understand that behind any communication action there is an intention to influence, excite or convince someone concrete. Why an Art Director can become overshadowed by the superfluous and completely ignore the ultimate purpose of all his work.
Art Directors are visualizers of ideas. But for these ideas to be not only creative but convincing, we must understand who we are speaking to, the medium in which we communicate the message and the emotional load that we must guarantee in our messages. The work of the Art Director must respond to this vision.
An online Master like the one you are analyzing is the perfect environment to develop such learning. The possibility of forming a vision shared by students from all over the Spanish-speaking world, opens a new dimension to learning. Another characteristic feature of ESdesign is undoubtedly the incorporation of clearly disruptive subjects and subjects. In the case of the Master in Art Direction, we will delve deeper into neuromarketing, understand the emotionality behind a typography or discover, for example, the enormous possibilities of working in environments as new as augmented reality or virtual reality.
We do not know what our profession will look like in five years time. But we do know that, in any case, we will be prepared.
The main objectives of this program are: • Begin to write Art Direction in capital letters.
• To update the spectrum of disciplines that an Art Director must know and coordinate at present.
• Facilitate the professional transition from a graphic designer to Art Director.
• Give a new approach to visual codes and languages from the point of view of the different targets and means to be used.
• Make available to the students the latest scientific knowledge in neuromarketing, as well as other research and analysis tools.
• To value the emotional potential of typography in any Art Direction project.
• To form a new generation of Art Directors able to manage projects in complex environments, as well as to deepen the management of these projects from a point of view of the Direction and not only of the Art.
The Master in Design and Art Direction is structured from the following thematic areas that are integrated in a transversal project that is developed throughout 10 subjects:
Transition from graphic designer to Art Director
Most Art Directors come from the design world, and are faced with the need to master a number of disciplines that are unknown to them. This module aims to give a clear and clear idea of everything that the Art Direction covers, as well as give the tools to complete this transition with guarantees.
Communication and context: the purpose of the Art Direction
The Art Director will play his role framed in two major areas. The first is a multidisciplinary work environment that will force you to get involved in projects that will go beyond your own activity. The second is the area of communication, where you must understand that the ultimate purpose of any Art Direction is to sell, influence, or emotionally someone. In this module we will learn to never lose sight of this goal and to devote all efforts to visualize ideas.
Science answers: Tools to break myths
Today we have methods of analysis that show objectivity in the pieces of communication. Why one advertisement works better than another, what is the path of the human eye when reading a visual message, what are the elements that catch the attention ... Today we have science on our side, and we must take advantage of it. We will know different techniques of analysis, many of them encompassed in the world of Neuromarketing that will open a totally new perspective to us to cover our projects.
In the DNA of the art direction is graphic design, basic foundations of visual discourse: line, shape, color, typography, calligraphy, image, etc., on which we will depart and we will build the new skills and resources to face any action of communication. In the module we will deepen in the level of specialization in the diverse resources that we need according to the typology of the commission. Each area of specialty involves the adaptation of art direction techniques to different objectives, media and supports.
Typographies have the power to express emotions, feelings, transport us in time, even make associations as a response to the different types of font and letter. They can be compressed, expanded, angular, round, refined, simple, modern, elegant, aggressive ... and, depending on the other elements of graphic design to which they accompany, they will transmit very different sensations and messages. There is a close correlation between the typography used and the transmission of psychological and social components. It is necessary to choose easy-to-read fonts in each environment in which they are inserted; Their ability to communicate emotions not only by content or message, but by the form and colors. We will face both editorial design and the digital age. It continues being a multidisciplinary and complex task, in which the mastery of the tools becomes essential to achieve the appropriate registration in each case.
Photography and light
Framed in the disciplines associated with visual creation, photography is part of our daily life and, therefore, becomes an indispensable factor when communicating visually. A good Art Direction and correct choice of photography in our project will make it earn thousands of integers at the time of being exposed.
Audiovisual: Defining a brand in motion
An Art Director must understand the movement factor as a fundamental part of the definition of a brand. Audiovisual language is the ideal for brands to express themselves, since it is here that you can take full advantage of the emotional and visual resources. The way in which the marks coexist in this environment it is necessary to know it and to dominate it.
Target and visual codes
If the world of diapers is of the round types and the light colors or the world of premium potatoes is black and gold for many reasons. The visual codes in which the marks move depends on many factors, and many of them have to do with how the consumer decodes the feelings and the emotions. Adapting visually to what the consumer expects to see will be key for an Art Director to efficiently perform his or her task.
Multichannel art director: languages, supports, content, time, ..
Tablets and smartphones have been established in the pockets and homes around the world and no longer conceive our life without their invaluable help. They have become a revolving door for circulating information and content at a breakneck speed. Everything is taken quickly and without looking back. We understand the dynamics of this relationship and understand the way into the lives of our consumers in a noninvasive way.
Project Management in the Art Direction
We will detail the production phases of a project, from customer contact, planning, resource management, risk prevention, to product launch. We will identify the different roles and tools that are used in the management of a project, taking into account the various channels and supports. We will give an overview of the implications and requirements of the management of a project, so that the student can be aware of them and take into account all the factors to carry out the project successfully.
It will be proposed to carry out a project that allows to apply the greatest amount of knowledge acquired during the Master. The final number of students will determine the format and focus of the project, so that both the teacher and the student is a useful and inspiring tool.
Essential tools: Photoshop
The retouching of bitmapped images is an indispensable tool in the usual practice of graphic design. Knowing how to use Photoshop does not imply knowing how to design, much less. But knowing how to use the tool efficiently will save a lot of problems, time and external costs.
Essential tools: Illustrator
The indispensable tool in the world of vector drawing. From a logo to a complex illustration, Illustrator becomes an inseparable friend of the designer in order to achieve his goals more efficiently.
This Master is aimed at people who meet the following profile:
- Graduates in Design
- Graduates in Communication and Advertising
- Fine Arts graduates
- Graduates in Marketing
- Professional or academic profiles with accredited experience who want to recycle and expand knowledge.
In cases where the student proves previous higher education to a process of accreditation of university degree, the Academic Committee will evaluate the candidate's CV and portfolio and completed the curriculum, which must maintain a reasonable equivalence with existing studies degree the same area.
People who pass the program evaluation will obtain a double degree: Course at ESdesign - Superior School of Design Barcelona Course at the International University of Valencia, who credited them as professionals in the specialty studied.
Students taking this Master can develop their career in the following areas:
- Marketing departments and communication enterprises.
- Corporate branding and graphics studios, media agencies.
- Freelance professionals, entrepreneurs, start-ups, StartUps ...
- Strategic planning departments agencies or advertisers.
- Creative departments of advertising agencies.
- Accounts departments of advertising agencies.
Program taught in: