What Is Art Direction in Graphic Design?

What Is Art Direction in Graphic Design?

Art direction in graphic design is the process of creating a visual identity for a company or brand. It involves creating or selecting images, typography, color palettes and other elements that will be used to create a cohesive look and feel across all of the brand’s communication materials. Art direction is an important part of any marketing strategy and can help to differentiate a company from its competitors.

An art director will typically start by discussing a company’s vision, mission and values with stakeholders. From there, they will create a brief which outlines the desired style, tone and overall look-and-feel that should be achieved with all communications materials. The brief will form the basis for all design decisions made throughout the project.

Once the brief has been created, an art director will typically begin to research potential visuals and fonts that could be used in the project.

This could involve visiting stock websites for images or researching typefaces that could be used for headings or body copy. An art director may also create the visuals themselves if they have experience with graphic design software such as Adobe Photoshop or Illustrator.

As well as selecting visuals and fonts, an art director must also consider how these elements are arranged on page layouts to create impactful designs. This includes choosing which colors to use for backgrounds and text, as well as how much white space should be included to separate different elements on a page layout.

Once all elements have been finalized, an art director must also ensure that any designs adhere to all branding guidelines set out by stakeholders. This involves checking logos are correctly aligned with other elements on page layouts, as well as ensuring all required information is included in communications materials such as disclaimers or contact details.


Art direction in graphic design is the process of creating a visual identity for a company or brand through carefully selecting visuals, typography and color palettes alongside arranging them on page layouts accordingly so they adhere to branding guidelines and make an impactful impression on viewers of communications materials produced by said company or brand.