The Art Director may work for a small or large department store, a supermarket, a regional retail chain, or a national retail chain. The Art Director might also work for a cataloger, which is a retail chain that may or may not have actual stores but sells its products or services through catalogs. The individual’s responsibilities vary depending on the size and structure of the retail outlet. The Art Director in the retail world may also perform the functions of a copywriter and an advertising director. In some stores he or she is referred to as the advertising art director.
In a small retail store the Art Director may be the only person in the advertising department. The individual performs the tasks of a sketch and graphic artist, layout and mechanical person, and letterer. The owners of the store may offer their advice and suggestions. The individual is then responsible for developing, creating, and in some cases actually placing the ads. The advertising art director may also be in charge of choosing which media to advertise in. In larger retail situations the Art Director may supervise a staff of artists, layout and mechanical people, and copywriters or may work with outside or freelance people. He or she is still usually responsible for coming up with the advertising concepts and designing the ads.
The Art Director is often responsible for designing the store posters and flyers used for advertising weekly specials and sales. He or she may locate and work with outside printers. The individual may be responsible for negotiating prices or getting bids for the printing of large quantities of flyers and advertising sales pieces.
The retail Art Director is required to design and create advertising show cards and counter signs. These are the cards or pieces seen on the countertops or windows or hanging from the ceiling advertising new products, price breaks, and sales specials. As these cards change frequently, the individual usually letters them by hand with markers, paints, or ink or electronically prints them with the use of a computer or other printing mechanism.
The Art Director is in charge of designing promotional material for the retail store. Depending on the size and structure of the outlet, he or she may just do the designing or may be responsible for the development, writing the promotional copy, and creating the artwork. Much of the artwork and advertising for large retail chains may be done by an agency. However, the stores often put out local advertisements and catalogs. The Art Director may be responsible for the layout and all graphics for these advertisements, sales flyers, and catalogs.
When creating advertisements, posters, flyers, show cards, and counter signs the Art Director will have to make sure that everything used in advertising and promoting the store will retain a unified identity and image. That means that while every ad may be advertising a different weekly special, each must look somewhat like the others. Logos must remain the same and be in a similar position on the ad each time. The store name must always look the same. In this way, when customers read and see the ads and promotional material they will think of the store and make a connection. The Art Director usually works normal business hours. During periods when catalogs must be completed, ads need to be finished, or deadlines have to be met, the individual will have to work overtime.
The Art Director may be responsible to the store owners, if the outlet is a small one, or to a director of marketing, if the outlet is larger. He or she often works under the pressure of deadlines and the stress of designing creative, innovative ads that will draw buyers into the store.
Salaries for the Art Director of the advertising department working in retail stores vary greatly depending on the job. The range may begin at $23,000 and go up to $58,000 or more. Smaller retail stores usually offer lower salaries. The Art Director at this level may be a person with little or no experience at all. Earnings are also lower as a rule in smaller cities. Larger retail outlets compensate individuals with higher earnings but usually require a higher experience level. The Art Director in these situations also has more responsibilities.
Most employers in larger department stores and chains will require that an applicant have a four-year college degree in fine arts or commercial art. Taking courses and seminars in advertising is a plus. Smaller retail stores may or may not have the college degree requirement. Certain stores may accept an applicant with art school training or even a self-taught individual who can demonstrate that he or she possesses the required skills.
Art Directors working in the advertising departments of retail stores need to understand the concepts of retail advertising and art. In smaller stores the individual may be the only person working in the advertising department. If he or she doesn’t know how to design and develop advertisements that attract buyers, they will not be effective. The Art Director must be creative and artistic. In many positions he or she comes up with concepts for advertisements, designs them, and brings the ads to fruition. The individual must be able to sketch, draw, pasteup, lay out, put together mechanicals, and choose type. They must also have a working knowledge of desktop publishing and graphics software. Many Art Directors working in retail stores must also write the copy for advertisements. It is, therefore, important that the individual have good writing skills. A portfolio made up of the individual’s best work is necessary in order to show samples and illustrate skills.
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Note: This article was sent to us by: Randy Hallen at 03282010
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