The Education of an Art Director

Title Page......Page 2
Copyright Page......Page 3
Table of Contents......Page 4
Acknowledgments......Page 8
Foreword: On the Phenomenon Known as Art Direction......Page 10
Introduction: Made Not Born: Becoming an Art Director......Page 18
Editorializing: Directing Others to See What You See......Page 22
Art Direction with Materials at Hand: Studies in Word and Image......Page 25
The Ten Rules of Design: Eyetracking Guidelines......Page 27
Coming of Age: From Ms. to Martha......Page 30
A Girl for the Job: The Most Unlikely Sports Chick......Page 33
Of Men and Monks: The Art of Storytelling......Page 41
I Would Have Fired Me: Bad Typography at Interview Magazine......Page 44
On the Film Set: Making It Happen for the Camera......Page 48
The Idea Factory: An Assembly Line for Creativity......Page 52
The Curator as Art Director: Designing a Conceptual Exhibition......Page 54
Visual DNA: The Global and Local Image of Kiehl’s......Page 58
Magazines vs. Newspapers: Right Brain, Left Brain......Page 60
A Neat Job: A Media Agnostic in a Branded World......Page 66
Make It Big—and Fill 140 Uninterrupted Pages......Page 70
Editorial Director Par Excellence: Alexander Liberman......Page 80
Creating Content: Giving Design a “Voice”......Page 86
Design vs. Art Direction: A Question of Character More Than Training......Page 96
Less Is More: Art Directing a Magazine about Design......Page 100
The Philosophical Approach: Turning No into Yes......Page 105
The Editor’s Choice: Designer or Art Director?......Page 108
What Matters: A Brain Full of Visual Images......Page 115
Reality Check: Managing an Art Department......Page 118
Publishing Headaches: Getting Everyone Onboard (Including Authors’ Wives)......Page 125
The Grind and the Grid: Nothing Left to Chance......Page 132
Art Directing Illustration: How to Astonish Me......Page 136
The Photo Shoot: How to Set the Stage......Page 140
Common Vision: The Role of the Picture Editor......Page 144
How to Talk to an Illustrator: Tips from Two Pros......Page 147
The Ideal Client: Letting Others Do Their Job......Page 149
How to Be Hip: Surviving a Fashion Shoot......Page 154
Aesthetics as Content: The Curse of the D Word......Page 160
Sense and Sensibility: Art Directing a “Vibe”......Page 163
The Signature Style: Pros and Cons......Page 165
How to Be Your Own Client: All Art, No Commerce......Page 167
Judging Excellence: An Unscientific Affair......Page 170
Art Directing Editors: Four Brief Scenarios......Page 172
Peacekeeping Tips: “Keep Them in the Loop,” “Don’t Be Vague,” and More......Page 175
Cover Garbage: Who’s to Blame?......Page 177
The Editor as Visual Freak: A Paper Manifesto......Page 180
The Woman Who Was ELLE: Hélène Gordon-Lazareff......Page 189
Art Paul: Branding Hugh Hefner’s Playboy......Page 195
Mind Over Emotions: Martha Stewart Living’s Secret Codes......Page 202
New York in the Fifties: When Madison Avenue Was Montparnasse......Page 206
A Good Question: Does Experience Still Matter?......Page 216
It’s a Wonderful Life: The Art of Being Frank Zachary......Page 220
Contributor Biographies......Page 230
Index......Page 235