Expert: Peter Gabany - 9/21/2010

Question
Hi.  I have a few questions.  What are good college majors for people who hope to either become art directors or copywriters?  Is a graphic design major the only option for people who want to go into art direction?  Also, is it possible to learn copywriting, or is it more of a natural skill that people must have to come up with good slogans, etc.?  Thanks

Answer
Great question. While graphic design is not the only major you can follow to be an art director I would have to say that it is about the relevant. You can take advertising at a design school but with the trend now for agencies to hire graphic designers I would consider that the best option.

Copywriting is taught at many schools, some of the art and design schools. And while it by far best to have that god-given skill, it is not the only course to get success.

The problem with either is that of getting through the door to get hired. Art direction, at least great art direction, comes from observations of culture and the ability to pull this knowledge together when developing a campaign. Art and humanities have become more and more popular once again and for good reason. We have designed specialist in our education systems and an art director is of greater value when they can look at a problem and find ways to connect with “people”. And while a pretty picture may be one approach, it doesn't always resonate with the intended target.

To be a graphic designer with humanities insights will allow you to apply what you have learned about culture, write about it, embrace it, be passionate for it and in the end create something the does in fact resonate with the people.

I hope that this helps.

Pete