article
presentation

How far a design for presentation should be taken is usually decided by the job originator or creative director. by Andy Attiliis

They are in the best position to anticipate the circumstances under which a layout will be shown and what degree of polish will be required to ensure good results. Should niether of them ask for a specific manner to develop the concept, it is up to the creative provider to spell out an approach for their approval.
         Given that there will be a presenter who has the complete confidence of the presentee, a thumbnail can sell any concept. Conversely, if the work must sell itself to a room full of strangers, it had better be complete in every way with only the production phase left to finish. Then there are in-between situations in which anything from a rough layout to a semi-comp will do a great job.
         When there is need for a fairly high level of finish in the presentation piece, the task is usually performed by a designer with input from the art director. This is a productive way to work in that it serves to consolidate all elements of the job with the individual who will also be producing the finished product.

Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.