Tuesday, August 19, 2008

If I can design it. . .

The first gauge I use for judging student/junior work is whether or not it looks like I could have designed it. If the layout is so basic, so un-designed, so could have been done by me, then why the heck is it in your book?

I did not go to art school. I have not studied fonts and typography. I have not taken concepting classes. Yet, I can layout out some copy and a logo. That certainly does NOT make me an art director. You (art directors), on the other hand, have gone to art school or ad school and have studied type, design and layout. That you can (and have) laid out a postcard or two does not mean a thing to anyone who may potentially hire you.

You should not be putting pieces like this one in your book. It doesn't prove anything about your skills. It only shows someone asked you put some type on a postcard. And that was only because I was busy and couldn't do it for them.

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