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 nondirect 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 Learners 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. (MerriamWebster, 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