shared/references/art-direction.md

# Art Direction Framework

Build an Art Direction Spec another capable designer or image model can execute without guessing the core idea

## Start with a visual proposition

Write one sentence containing

- subject
- relationship or action
- environment or field
- intended meaning

Example

`The serum bottle stands on a wet dark stone while a single clean water arc frames the silhouette, making hydration feel physically present without hiding the pack.`

This is stronger than `premium cinematic hydration visual`

## Creative territory

Choose territory from the marketing job

Possible territories include

- product-as-hero
- human moment
- visual contrast
- exaggeration
- transformation
- scale manipulation
- unexpected context
- conceptual metaphor
- documentary realism
- editorial restraint
- tactile close-up
- graphic minimalism
- cinematic scene
- impossible photography
- object composition
- environmental storytelling

Do not select a territory because it sounds sophisticated

## Concept proof

Before committing, answer

- what does the viewer see first
- what idea does that first impression communicate
- what evidence in the image proves the claim
- what can be removed without weakening the idea
- what is specific to this brand, product, or audience

## Mood as observable behavior

Translate mood words into visible decisions

Instead of `premium and modern`, specify something like

`low visual noise, restrained saturation, precise product edges, broad quiet field, controlled highlight rolloff, one strong typographic block, no ornamental light effects`

## Art Direction Spec

### Intent
- objective
- audience
- primary message
- desired action

### Concept
- territory
- one-sentence visual proposition
- evidence or visual proof
- brand-specific angle

### Hierarchy
- primary focal event
- secondary information
- tertiary information
- intended one-second read

### Structure
- ratio
- grid type or anchors
- hero scale and position
- dominant mass
- eye path
- groups
- foreground/middle/background if useful
- negative space
- typography zone
- crop and edge logic

### Typography
- exact copy
- roles
- alignment
- width and line-break logic
- language direction

### Color
- role palette
- value structure
- accent strategy
- contrast target

### Image craft
- camera relationship
- light
- shadow
- materials
- depth
- manipulation logic

### Brand
- official locks
- observed patterns
- inferred choices

### Restraints
- prohibited devices
- protected regions
- product/copy locks
- density boundaries

### Exceptions
- intentionally broken heuristic
- reason
- expected communication benefit

## Distinct exploration

When exploration is requested, vary at least three structural dimensions

- concept
- visual proposition
- camera relationship
- subject behavior
- environment
- compositional mass
- metaphor
- image treatment

A palette swap or alternate effect stack is not a new concept