The document provides insights on creative direction in design, emphasizing the importance of simplicity, clarity, and intentionality in visual communication. It discusses practical tips for enhancing readability and inspiring creativity, including the concept of providing clients with changes they want, referred to as giving a 'blue boat.' Additionally, it highlights the significance of observation and looking beyond screens for inspiration.

1. David Bell - Executive Creative Director MercerBell

2. r shots carefully.
34. Select you

4. 35. Crop
with care.

6. shots well.
Treat your
36.
n forever.
y will live o
And the

7. Over 277,000,000 images

8. 37. Make the
most of all your
opportunities.

9. au
ilvy and I at his beloved Chate
David Og
, in the Loire Valley, France.
de Touffou

10. And keep on making
the most of them.

11. 38. Look beyond your screen for inspiration.

12. Look up for inspiration.
An old sign still live on Sydney’s busiest shopping mall.

13. nd look down.
A

15. 39. Simple is always best.

16. 39. Simple is always best.

17. ual type.
40.Use vis

21. 41.Don’t annoy
your Copywriter.
(or the reader)

22. If your poor design
reduces readability,
then expect the
worst to happen.

24. df
.or
www.stcsig
ss.p
ability-ki
/read
g/mgt/docs

26. how the reader
42. S
where to begin
initial caps.
with

28. ial caps look good and they help
Init
ow the reader where to begin.
sh

29. te your design)
43.(Punctua

33. ewspapers and
44. N
azines are an
mag
’s playground.
Art Director

34. ne_amplifier
azi
ocacola_fm_mag
om/media/dm/c
orld.c
www.adsofthew

37. 45.
Simple ideas
n real colour.
i

38. Be clever with colour to
bring your ideas to life.

45. dvertising.
6.Illusion in a
4

50. ys check on
47.Alwa
le for ideas.
the bott

54. the product.
.Torture test
48

58. osites always
49. Opp
ct attention.
attra

59. Helvetica

62. 50.
eas.
ig id
le, b
Litt
m)
0mm x 55m
(9

66. hat you don’t
51. W
ore powerful
see is m
what you do.
than

70. ndered why
. Ever wo
52
s have so
artist
y different
man
brushes?

72. If you get stuck,
then work with a
different pen.

73. al ideas.
3. Big visu
5

77. all ideas.
54. Sm

81. are all careful with ©
55. Hope you

84. 6. Reflect
5
your ideas.

88. . Is there an
57
in the logo?
idea

92. 58.
esigning by
D
e of thirds.
the rul

93. ds-grid-outline/
/rule-thir
www.designmodo.com

94. the benefit.
59. Visualise

98. quick way
60. A
ab attention.
to gr
flip the pic

104. 1. Maintain
6
ye contact.
e

105. Sharbat Gula was the subject of Steve McCurry's "Afghan Girl."

107. Steve Jobs By Albert Watson

108. erson looking out of the layout.
Avoid having the p

109. 62. Not
everyone
sees what
you see.
Make sure all your visuals are clear.

111. 6 dolphins or 2 people?

112. DUCK
TOYS

113. BUNNY
TOYS

115. CHINA RESTAURANT

116. he n to l e t
63. W
eadline do
the h
talking.
all the

120. still sells.
64. Sex
e well art directed.
It just has to b

124. 5. The real
6
story behind
blue boat’.
‘the
ow to keep everyone happy
H
with your Art Direction.

125. Some people just
have to make
changes.

126. So give them
a blue boat.

127. Sometime in the
Mad Men era
an Art Director
literally added a
blue boat to his
layout just so the
client would have
something
to change.
Ever since, this has
been know as giving
the client
a ‘blue boat’.

128. en there is nothing
66.“Wh
ay then, art direct
much to s
e hell out of it”
th

130. ary-posters/
!/work/mixion
keys.com.au/#
www.themon

132. See the first
‘33 things...’
presentation on
slideshare.
www.slides
/33-things-i-knowhare.net/Reosurfer
n
about-art-directio

133. David Bell
Executive Creative Director - MercerBell