ART DIRECTION

Art Direction is process of organizing and quite literally directing the visual elements of any

communication media. Art direction is also an activity that has a much broader application

across a range of disciplines associated with visual communication. (Mahon, 2010)

COMMUNICATION DESIGN

Communication design is the practice of planning and shaping a message in content, form

and delivery (LLC, 2014). This method usually used in giving understanding to the people in

many things either it is profitable or not. The whole system made to ease the situation of

human in attracting other human in term of communication. The communication can be

anything as long as there is a message to deliver to audience

WHY EVERYTHING NEED A PROCESS?

Because without an appropriate process, an outcome would become horrendous or filled with

nothingness. Like when before a baby was born, it has been endured many obstacle, selection

stage and precise development to born as a normal person. Just imagine when a baby born

without a carefully handled management. There you will likely see a twin babies who

attached with other or a baby without a leg or whatsoever.

WHY THIS HAS ANYTHING TO DO WITH DESIGN PROCESS?

Because a good, meaningful and complete design would need a proper handling on how the

idea or data from human brain processed through a number of stage and then became the final

product. Just like when a sperm and ovum transforming itself into a baby.

CREATIVE PLATFORM

1. Target Audience

The first thing to consider in creative platform is the target audience. It is better to know who

you are dealing with. This is important because the design that will be finalized later can

influence the crowd. Things to know about your crowd are their demographics,

psychographic and product usage.

2. Objectives

The second one, you must know your real target of the project itself. The most important part

is to reveal the product and make it knowable to the audience. Try to reach your audience

from their eyes and get through their brain.

3. Benefits

The other thing should be considered are the benefit to the product and the benefit of the

product towards consumers.

4. Major Selling ideas

Explain to the crowd that your products are something else. Tell the world the best thing

about your product and you will promote it again and again. It may be the major benefit of

using the product or a special unique position you wish to create for the brand through

advertising. The major selling idea is the definitive statement designed to convince the

prospect that the brand is different or better than the others.

5. Creative Strategy

Convince the consumers that your product has something that other brand not. Try to make

your audience prefer your product for the first time. Tell the product story with a solid

strategy that explains how the objectives you established will be achieved by convincing the

target audience to believe in the major selling idea and the other usable benefits.

6. Current Advertising

Reveal your major selling ideas in the most suitable tone and style that can persuade the

crowd. The act is based on the current advertising of the product.

7. Competition

Try to recognize each of every other brand that directly competes with your product. Observe

the products and their advertising to develop and create more outstanding advertisement for

your product.

PRODUCT EXAMPLE

SERVICE EXAMPLE

One of the example services that using creative platform is the bank. The common example

for the bank in Malaysia is Maybank and the services provided are related to all bank services

such saving account, credit card, and loan.

Maybank has the stability and make it has its own target audience which mostly people that

need security. Other than that Maybank also provide lowest fee of VISA card which is no

annual fee; the card can be connected to Paypal account for online business. That makes the

new account holder confortable with the promotion.

WHAT IS ASTONISHING?

Astonishing is a feeling of great surprise or wonder. For example is he showed an astonishing

lack of concern for others. (Merriam-Webster, 2015)

Extremely surprising or impressive or amazing. For example “The picture is an astonishing

achievement” (Hornby, 2010).

WHAT IS BEND PICTURE?

Bend is a curved part of something, especially a road or river. For example the car came

round the bend at a terrifying speed or a sharp bend in the road (Dictionary, 2015).

Picture is a visual representation of a person, object, or scene, as a painting, drawing, and

photograph (Company, 2002).

In my opinion for the whole meaning of bend picture, it represent the visual manipulation of

the picture or photograph that give impact to the audience and also attract people to get the

idea that being explained in the advertising. Other than that, bend picture is also can be a non-

direct picture in term of meaning. For example, a commercial about perfume does not have to

put the perfume on the commercial but still can be understand how good the smell is.

WHAT IS STRAIGHT HEADLINE?

Straight can be defined as honestly as mention in Oxford Advanced Learner’s Dictionary as

fourth definition. The meaning of straight is honestly or directly. (Hornby, 2010)

Headline is a word set at the head of a passage or page to introduce or categorize. (Merriam-

Webster, Headline, 2015)

So the meaning of ‘straight headline’ is a set of announcement or attention text that tells no

lie. Whatever things to deliver are mention on the straight headline.

WHAT IS CREATIVE ADS?

Creative means involving the use of skill and the imagination to produce something new or a

work of art. (Hornby, 2010)

Ads is advertisement that can be defined as is the action of calling something to the attention

of the public especially by paid announcements. (Merriam-Webster, Advertising, 2015)

Creative ads is advertisement that being deliver in creative way.

WHAT IS WHITE SPACE?

White space is is nothing. White space is the absence of content. White space does not hold

content in the way that a photograph or text holds meaning and yet it gives meaning and yet it

gives meaning, through context, to both image and text. In fact, white space can make or

break the effective transmission of image and text. (Range, 2015)

REFERENCES

1. Company, H. M. (2002). Picture. Retrieved September 2015, from Dictionary.com: http://dictionary.reference.com/browse/picture

2. Dictionary, L. (2015, June 17). Bend. Retrieved September 2015, from Longman Dictionary of Contemporary English: http://www.ldoceonline.com/dictionary/bend_2

3. Hornby, A. S. (2010). Oxford Advanced Learner's Dictionary. Oxford: Oxford University Press.

4. LLC, L. D. (2014). Luminant Design. Retrieved September 2015, from Luminant Design: http://www.luminantdesign.com/definitions/communicationdesign.html

5. Mahon, N. (2010). Basic Advertising 02 : Art Direction. Switzerland: AVA Publishing SA.

6. Merriam-Webster. (2015). Advertising. Retrieved September 2015, from Merriam-Webster: http://www.merriam-webster.com/dictionary/advertising

7. Merriam-Webster. (2015). Astonishing. Retrieved September 2015, from Merriam-Webster: http://www.merriam-webster.com/dictionary/astonishing

8. Merriam-Webster. (2015). Headline. Retrieved September 2015, from Merriam-Webster: http://www.merriam-webster.com/dictionary/headline

9. Range, L. (2015). Logo Range. Retrieved from Logo Range: http://www.logoorange.com/white-space.php