平面设计种类.docx
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平面设计种类.docx
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平面设计种类
CreativeDirectors.ACloserLook
Artdirectors,orcreativedirectorsareinchargeofacreativeteamthatproducesartworktobedisplayedinmagazines,ontelevision,onbillboards,ontheweb,oronproducts.Acreativeteamcanconsistofartists,graphicdesigners,photographers,copywriters,andaproductionstaff.Artdirectorsmakesurethateachoftheseworkersproduceandcompletetheirworkontimeandtotheclient’ssatisfaction.Artdirectorsalsoplayamajorroleinthedevelopmentofaprojectbymakingdecisionsonthevisualelementsoftheproject,andbygivingthefinalsayontheselectionofmodels,art,props,colors,andotherelements.Tobeanartdirectoryouwillneedadvancedtrainingingraphicdesignasartdirectorsalsooftendosomeoftheartworkanddesigningthemselves.However,mostofanartdirector’stimeisspentdoingsupervisoryandadministrativework.
Training
Mostartdirectorshaveadegreeinadvertisinganddesign,aswellasadvancedtrainingingraphicdesign.Inanadvertisinganddesigndegreeprogramyouwilllearntoplan,design,anddirectthecreationandproductionofprintads,aswellaslearnhowtorunasuccessful360-degreeadcampaign.Withthecreativeandbusinessskillsgainedbypropertraininginadvertisinganddesign,youwillbequalifiedtopursueacareerasanartdirectororcreativedirector.
JobOpportunities
Employmentopportunitiesforartdirectorscanbefoundwithadvertisingagencies,magazineandnewspapers,publicrelationsfirms,andmanufacturers.However,overhalfofartdirectorsemployedintheU.S.areself-employedorfreelance.
Theaveragesalaryforandartdirectorisabout50,000to80,000dollarsayear.Wagescanvarybyemployer,areaofthecountry,levelofexperience,responsibility,andsizeoftheproject.Manyartdirectorsalsoearnbonuseseachyear,whichequaluptoabout10percentoftheirsalaries.
ACloserLookattheLayoutArtistJobDescription
Alayoutartistdealswiththestructureandlayoutoutofimagesandtextinapleasingformatforprintedmedia.Thiscanincludemagazinework,brochures,flyers,books,cdbooklets,posters,andthatkindofthing.Forsomethinglikeamagazine,color,typeface,textformatting,graphiclayoutandmoremustbeconsidered.Isthetypefacechosengoodforlongtermreading,orwilltheeyesgettired?
Doesthattitletypefacefitthefeeloftherestofthearticle?
Arethephotosarrangedinsuchawaythatispleasingtotheeye,anddirectsthereaderintherightflowordirection?
Thesearejustsomeofthequestionsalayoutartistmustaskthemselves.
SoftwarethatoftenisusedforthiskindofgraphicdesignjobisalayoutprogramsuchasQuarkXPress,AdobePageMaker,AdobeInDesign.TheyalsomayinteractwithavectorprogramsuchasAdobeIllustrator,MacromediaFreehand,andoraphotoeditingprogramsuchasAdobePhotoshop.
Training
Thejobofalayoutartistrequiresgraphiccommunicationstraininginthevarioustypesofcomputersoftwareusedelectronicpublishing.Thereareavarietyofprogramsavailableinthisfieldincluding2-yearassociatedegreeprogramsofferedbycommunityandjuniorcollegesandtechnicalschools,and4-yearbachelordegreeprogramsofferedbyuniversities.Theseprogramswillteachyouthelatestinsotwareandtechnology.Moreimportantlythoughisthedesigntheorythatyouwillobtain.Thiswillteachyouhowtocreatestrongdesignandlayoutwork,andmakeyouunderstandwhythedesignworks.
JobOpportunities
Employmentopportunitiesforlayoutcanbefoundwithadvertisingagencies,magazineandnewspapers,publicrelationsfirms,andmanufacturers.Thereisalsoastrongdemandforfreelancelayoutartistsorin-houselayoutartists.
Theaveragesalaryforalayoutartistisabout25,000to50,000dollarsayear.Wagescanvarybyemployer,areaofthecountry,levelofexperience,responsibility,andsizeoftheproject.
TheBrandIdentityDesigner
Brandidentitydesignisconcernedwiththevisualaspectsofacompanyororganization’sbrandoridentity.Abrandidentitydesignisthevisualelementthatrepresentshowacompanywantstobeseen;itisthecompany’svisualidentity,andishowacompanyillustratesits‘image.’Acompany’sbrandidentitycanberepresentedintermsofdesignthroughauniquelogo,orsignage,andisthenoftenintegratedthroughoutalltheelementsofacompany’smaterialssuchasbusinesscards,stationary,packaging,mediaadvertising,promotions,andmore.
randidentitydesignisalsowhathelpsconsumersrememberthecompany,andoftenwhatbringsthemback.Therightbrandidentitydesigncanbeoneofthecompany’sstrongestmarketingtoolsasittranslatesthevalues,andstrategicvisionofacompanyintoaconsistentimagethatconsumersbecomefamiliarwith.Abrandidentitydesign,likealogo,isatangibleconceptthatgivesthecompanyavisualidentity.Thisisimportant,asimageryisoftenwhatattracts‘visual’thinkerswhoaren’tdrawninbywordsandnumbersalone.
Aneffectivebranddesignisalsoneverstatic;insteadacompany’sbrandshouldevolveasthecompanyevolves.Thismaymeanmodernizingthevisualimagefromtimetotimeintermsoflogo,tagline,typography,colorpalette,design,etc.,butstillstayingclosetotheheartofthebrandandwhatitstandsfor.
Inordertomaintainconsistencyintheirvaluesandcompanygoals,butalsoevolvewithtrendsindesign,manyorganizationswillhireaninhousebrandidentitydesigner,orworkwithabrandidentitydesignfirmoradvertisingagencytocomeupwithappropriatebranddesignsfortheimagetheyaretryingtoconvey.Thejobofthebranddesigneristoprovideneworinnovativewaystocombinewordsandimagestoexpressthekeymessageofacompany,andthegoalofthebranddesigneristoshowconsumersthatthecompanyisconcernedabouthowitlooks.
Branddesignisacreativeandpragmaticapproachthatfocusesontheneedsoftheclientinareassuchasidentity,marketingcommunications,environment,productbranding,packaging,andwebsitedesign.Abranddesignerusesdesignandstrategicthinkingtohelpcompaniestofindanappropriatebrandidentitythatwillhelpthemprosperincompetitivemarketplace,andtheongoingtaskofabranddesigneristomakesurethebrandremainsfreshandeffective.
BacktoGraphicDesignJobs
TheLogoDesigner
Alogoisasketchedorgraphicallydesignedsymbol,setinaspecifictypefaceorfont,andarrangedinauniqueway,withdistinctcolors,shapes,anddesignstorepresentacompany,product,organization,agency,orservice.Alogo,however,ismorethanjustagraphicsymbol.Alogoisabrandidentityimage,oratagofacompanyorproduct.Alogoisatangibleconceptthatprovidesacompanywithavisualimage,andthatfostersrecognitionbyconsumers.
Therearesomanycorporations,products,services,agencies,andotherorganizationsthatusealogotorepresenttheirimagethattheuniquenessandrecognizabilityofalogobecomesaveryimportantelement.Alogoiswhathelpscustomersrememberthecompanyorproduct,andisoftenwhatbringsthemback.Therightlogocanbeoneofthestrongestmarketingtoolsasitisaconsistentimagethatconsumersbecomefamiliarwith,andthatprovidesclaritytoconsumersandsuppliersastowhatthebrandorproductis.Examplesofgoodlogosarethosethatcanbeeasilydifferentiatedformotherlogos,andonesthatareeasilyrecognizedduetotheiruniquetypographyordistinctivecoloring.
Companiesspendhundredsofthousandsofdollarstoupdateandimplementtheirlogos,andtokeepthemfreshandinnovative.Manycompanieswillhireinhouselogodesignerstodesigntheirlogos,butmostwillturntolocalgraphicdesignfirmsoradvertisingagenciestodesigntheirlogosforthemasthatiswheremostexperiencedlogodesignerswork.
Thejobofalogodesigneristoprovideanewandinnovativewaytoexpressthekeymessageofacompanythrougharecognizableimage.Logodesignerstaketheinformationgiventothembytheclientandwork,usingtheirowncreativityalongwithmarketingstrategytofindanappropriateimagethattheirclientcanusetorepresentwhattheyaretryingtoencourage,orsell,orwhattheyareabout.Logodesignerswilloftencomeupwithseveraldifferentdesignsbeforegoingtoaclientinordertogivetheclientseveraloptionstochoosefrom.Fromthere,thelogodesignerwillworkwiththechosenimage,producingalternativesfordifferentcontexts,andmakingsurethatthedesigncanbeconsistentacrossavarietyofmedia,untiltheyhavecomeupwithexactlywhattheyandtheclientarelookingfor.
CareersinFlashDesign
Flashisthenewestandtrendiesttechnologycurrentlyusedinwebdesign.NearlyeveryonerangingfrombeginnerstoexperiencedwebdesignersarelearninghowtocreateandimplementFlashintheirwebsites.
FlashisamultimediagraphicsprogramwrittenanddistributedbyMacromedia,andisdesignedspecificallyforuseontheweb.Flashisatoolforcreatinginteractiveandanimatedwebsites,andusesvectorandrastergraphics,whichmeansthatthegraphicscanbescaledtoanysizewithoutlosingclarityorquality.FlashalsousesanativelanguagecalledActionScript,aswellasbidirectionalstreamingofvideoandaudio.
TheJob
AsaFlashdesigneryouwillbeabletocreateinteractive“movies”onthewebusingFlashtechnology.Youwillbeabletocreateandcustomizedozensofdifferenteffectsincludingtext,navigationanimation,video,andaudio,andyouwillbeapartofthemassivemovementinthewebdesignanddevelopmentindustryintothebroaderuseofthispopularproduct.
Training
Beforeyoubeg
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- 平面设计 种类