As an Art Director / Designer working in the social media and tech scene you sometimes question your role in our ever changing playground. As technology evolves and information becomes easier to get at user’s fingertips, you run across some funny questions. “Do fonts and colors really matter?” or “I never care about design as long as a site/app/search engine works, so who even cares about design anymore?” or my favorite “You aren’t a hard-core coder so what is it you actually do?”
I never take offense to any of these questions but these are definitely not questions you can answer in a quick sentence or two. Truth is, I just think there is a lack of clarity between Art Direction, Design and what an intricate role these two talents play in everyday information consumption. Here’s my down and dirty explanation of what Art Direction and Design bring to the table, “It’s like peanut butter and jelly.”
Art Direction is the jelly. Everyone has a different flavor. What you do as an Art Director is often creating the deeper and somewhat intangible meaning behind a message. What do you want to say and what is the deeper meaning? We craft our concept, art or words in order evoke emotion. Creating a connection and knowing how to hit the right chords is the flavor that stands behind a good design.
Design is peanut butter. Do you want crunchy, smooth or organic? It’s a staple. With design you have an arsenal of tools to choose from to technically deliver and execute a specific message. Whether you want to deliver your message on a mobile app or on a t-shirt good design gets hierarchy of type spot on, colors that look great and an interface that will work so smooth. Everything you love and use on the web, mobile or see in life that works did have some sort of designer make that happen.
“Do fonts and colors really matter?” Yes because they make something readable or the right size and contrast for your intended audience.
“I never care about design as long as a site/app/search engine works, so who even cares about design anymore?” Good design makes things work.
“You aren’t a hard-core coder so what is it you actually do?” I create communication that connects.