Steven Heller
Advertising & Branding pg. 112-130
Advertising
-Mass media communication industry
-Visual messages
-A good way to enter is designing for print
-Hard to collaborate with copy people and designers
-Know the background of advertising and how to attain goals
-High-pressure
-If working for a larger agency, be prepared to move around a lot.
-It is smart to start with a smaller firm, they are more stable
-Never enough time to design an ad
-Mostly concept driven more than the actual design
-If wanting to pursue an art director position, choose the agency...don't let them choose you.
-"Money, power, and respect"
-Must more is at stake that just designing, more collaboration
Branding
-Technology, online environment, rebranding at a faster rate
-Wanting to seem current = consumed and discarded
-There is more in branding than just a logo
-Researching is easier with the internet, but it is harder to seem innovated because so many things have already been done.
-It is okay to have a system or a style, just don't get stuck in a rut
-"I come alive under 'mission impossible'"
-Finding a job that allows research and reviving previous design movements
-Conceptualize first (sketching)
-Storytelling and making the audience ask "what is next?"
-Personal story and appreciating other's stories
-Asking bigger questions
-Big picture
"Courage is important because it can unleash everything, including true innovation. The courageous are rare, but that makes them easy to spot. They are generous, confident, and curious. They are the first to challenge conventions and the first to accept blame. They accept failure as part of a natural path to innovation."
Advertising
-Mass media communication industry
-Visual messages
-A good way to enter is designing for print
-Hard to collaborate with copy people and designers
-Know the background of advertising and how to attain goals
-High-pressure
-If working for a larger agency, be prepared to move around a lot.
-It is smart to start with a smaller firm, they are more stable
-Never enough time to design an ad
-Mostly concept driven more than the actual design
-If wanting to pursue an art director position, choose the agency...don't let them choose you.
-"Money, power, and respect"
-Must more is at stake that just designing, more collaboration
Branding
-Technology, online environment, rebranding at a faster rate
-Wanting to seem current = consumed and discarded
-There is more in branding than just a logo
-Researching is easier with the internet, but it is harder to seem innovated because so many things have already been done.
-It is okay to have a system or a style, just don't get stuck in a rut
-"I come alive under 'mission impossible'"
-Finding a job that allows research and reviving previous design movements
-Conceptualize first (sketching)
-Storytelling and making the audience ask "what is next?"
-Personal story and appreciating other's stories
-Asking bigger questions
-Big picture
"Courage is important because it can unleash everything, including true innovation. The courageous are rare, but that makes them easy to spot. They are generous, confident, and curious. They are the first to challenge conventions and the first to accept blame. They accept failure as part of a natural path to innovation."
