Graphic design is a profession, academic discipline and applied art whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives. Graphic design is an interdisciplinary branch of design and of the fine arts. Its practice involves creativity, innovation and lateral thinking using manual or digital tools, where it is usual to use text and graphics to communicate visually.
A storyboard is a graphic organizer that consists of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence. The storyboarding process, in the form it is known today, was developed at Walt Disney Productions during the early 1930s, after several years of similar processes being in use at Walt Disney and other animation studios.
In business and engineering, product development or new product development covers the complete process of bringing a new product to market, renewing an existing product and introducing a product in a new market. A central aspect of NPD is product design, along with various business considerations. New product development is described broadly as the transformation of a market opportunity into a product available for sale. The products developed by an organisation provide the means for it to generate income. For many technology-intensive firms their approach is based on exploiting technological innovation in a rapidly changing market.
Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film and television, the Internet, and video games.
A technical director (TD) is usually a senior technical person within e.g. a software company, engineering firm, film studio, theatre company or television studio. This person usually has the highest level of skill within a specific technical field.
A design engineer is an engineer focused on the engineering design process in any of the various engineering disciplines and design disciplines like Human-Computer Interaction. Design engineers tend to work on products and systems that involve adapting and using complex scientific and mathematical techniques. The emphasis tends to be on utilizing engineering physics and other applied sciences to develop solutions for society.
In graphic design and advertising, a comprehensive layout or comprehensive, usually shortened to comp, is the page layout of a proposed design as initially presented by the designer to a client, showing the relative positions of text and illustrations before the final content of those elements has been decided upon. The comp thus serves as a draft of the final layout, and is used as guide for further design changes and, ultimately, production.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
A creative director is a person who makes high-level creative decisions; oversees the creation of creative assets such as advertisements, products, events, or logos ; and directs & translates the creative peoples who produce the end results. Creative director positions are often found within the television production, graphic design, film, music, video game, fashion, advertising, media, or entertainment industries, but may be found in other creative organizations such as web development and software development firms as well.
Television crew positions are derived from those of film crew, but with several differences.
Graphic design careers include creative director, art director, art production manager, brand identity developer, illustrator and layout artist.
Design management is a field of inquiry that uses design, strategy, project management and supply chain techniques to control a creative process, support a culture of creativity, and build a structure and organization for design. The objective of design management is to develop and maintain an efficient business environment in which an organization can achieve its strategic and mission goals through design. Design management is a comprehensive activity at all levels of business, from the discovery phase to the execution phase. "Simply put, design management is the business side of design. Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success." The discipline of design management overlaps with marketing management, operations management, and strategic management.
A storyboard artist creates storyboards for advertising agencies and film productions.
Godtfred Kirk Christiansen was the managing director of The Lego Group from 1957 to 1973. He was the third son of company founder Ole Kirk Christiansen and took over as managing director in 1957, eventually becoming the sole owner. Godtfred is credited with playing a pivotal role in the development of the Lego brick design and patented it in 1958. He also created the Lego System in Play, the cornerstone of the Lego construction toy. Godtfred stepped down as Leader of the company in 1973. His son Kjeld Kirk Christiansen became president in 1979.
Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathize with the target market and utilize multiple types of data to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campaigns and other marketing communications.
Engineer to order is a production approach characterized by:
- Engineering activities need to be added to product lead time.
- Upon receipt of a customer order, the order engineering requirements and specifications are not known in detail. There is a substantial amount of design and engineering analysis required.
Benton & Bowles (B&B) was a New York–based advertising agency founded by William Benton and Chester Bowles in 1929. One of the oldest agencies in the United States, and frequently one of the 10 largest, it merged with D'Arcy-MacManus Masius to become D'Arcy Masius Benton & Bowles in 1985, and continued business until a reorganization in 2002.
A production artist is a technical and creative position in a creative profession. The job title originated at advertising agencies, assigning what was known as paste-up work to the position. Production artists work closely with the designer and art director to execute the design. What distinguishes "production art" from design is opportunities to utilize prepress knowledge into creativity and design training in the work involved. The degree of technical knowledge required for some production art work may be comparable to higher skilled engineering, especially with computers.
Service innovation is used to refer to many things. These include but not limited to:
- Innovation in services, in service products – new or improved service products. Often this is contrasted with “technological innovation”, though service products can have technological elements. This sense of service innovation is closely related to service design and "new service development".
- Innovation in service processes – new or improved ways of designing and producing services. This may include innovation in service delivery systems, though often this will be regarded instead as a service product innovation. Innovation of this sort may be technological, technological - or expertise -based, or a matter of work organization.
- Innovation in service firms, organizations, and industries – organizational innovations, as well as service product and process innovations, and the management of innovation processes, within service organizations.
A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor and approved by the creative team of designers, writers, and project managers. In some cases, the project's creative brief may need creative director approval before work will commence.
