Art direction of a digital product

Go through the process of creating a product concept: from visual language and emotion in the interface to external communications and a model for evaluating effective design.

The role of the Art Director in IT is to make the user experience quality at all points of interaction with the product and to remain a “play coach” in the design team. The course will take you through the process of creating a product concept: from visual language and emotion in the interface to external communications and a model for evaluating effective design. As a result of the class you will add a strong project to your portfolio and learn how to present your ideas convincingly.

Course syllabus

The role of the art director
Roles on the product team
Stages of creating a mobile app
The role of the digital product art director
The components of the user experience
The concept of a complete user experience

The visual language of the product
A systematic view on the visual language of the product
Composition
Form
Color management
Typography

Emotions in the interface
Emotional Design
Images in the product interface
The Role of Text in the UI
Visual language systematization
The role of hydylines

External product communication
A systematic view of external communications
Marketing communications
Special projects, bandings and newsletters
PR and press releases
External communications processes

Trends and creativity
Visual culture
Notion of beauty
Visibility as a skill
Creativity
Design trends

Team management
Leadership in Design
Basic aspects of management
Role of the “playing coach” in a design team
Development of competencies in a team

Design as a business tool
Role of design in a company
Models for assessing design effectiveness
Design metrics
Project defense and presentation of ideas

Practice
The main task of the course is to create a product concept from a design point of view, which includes the main interface screens, the lending, the visual language guideline, the presentation and presentation of the product concept.