平面设计种类.docx

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