Artemy Lebedev
§ 61. How to get instantly creative: A concise guideDecember 1, 2000 |
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One of the major goals of a creative agency or studio is thinking up and implementing creative works. But certainly not with every design task can you employ means and tools required to implement a large and expensive project. Of course, its primarily up to the customer: as a rule, he is not prepared to pay for a banner as much as he would normally fork out for an intro of the main page (sometimes it takes more time and pain to draw a banner, though). |
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The vast majority of Russian designers dont pay excessive attention to this problem: theyve got five or six links to photo bank websites and a dozen CDs with a pirate Corel library in store. |
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A design studio with staff limited to a student busy with keeping the pot boiling can afford to put a $3050 price tag on a banner that was whomped up using just one picture cribbed from elsewhere, and an animated font placed askew. Strange as it is, most of full-fledged studios unashamedly adopt the same approach to their work. Websites built on one picture (that is often touched up to hide watermarks) are too widespread not to stick out a mile. Even if a managers conscience suddenly begins to gnaw at him and he decides to pay a hundred for an official license for the picture, the studios honor will still be tarnished, since snaffling pictures from photo banks is a disgraceful offence, if we are talking about design, not a second-rate junk. Scrounging someone others work is way too simple to cost the money paid for original work. |
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Obiter dictum |
Using photo banks is only permissible if you cannot possibly get a picture anywhere else. Among such pictures are photos of planets, comets and archive photos. But even with these complicated items its better to find the first-hand source and pick the pictures that never hang in the first catalog you come across. |
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A special case is with canonical pictures and paintings. Mona Lisa, for instance, will always be one, theres nothing to add. Photos of John Wayne may differ in size and quality, but a copy from a photo bank will likely be far better than a clipping from People. |
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So what a poor designer can do when he needs to quickly get an inexpensive picture, but the wicked art director tells him to forget all about photo banks? |
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For a spectacular result, a scanner plus a digital camera may come handy. You can also do with only one of these, but taking the scanner out, pressing it to the ground and scanning it isnt an easy thing to do. The same with the camera: if you need a picture of the top of a caviar can, the camera may fail to do as good a job as you probably need. |
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The following is three examples of getting the hang of how you can get instantly creative: |
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If you need a picture of a light bulb, unscrew one and take its picture. If you need a clockwork, take a snapshot of the first you can find. If you cant find one, buy a broken one at a flea market. If you need soil texture, theres a flowerbed outside. Similarly, you get a flower at the florists, a keyboardright from your own desk. |
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And so on. |
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