- 2008/10/09 Thu
- お仕事関連 > クリエイティブ > クリエイティブって
私の好きなアーティスト、エゴン・シーレにフェルメール、日本は元禄時代に生まれた尾形光琳・俵屋宗達などの「琳派」と言われる画法のアーティスト達。奇しくも現在東京都美術館・東京国立博物館ではフェルメール展と大琳派展が開催されています。それぞれ人気が高く、休日にはじっくりと見ることが難しそうなので、時間が自由に取れる立場で平日にと考えてはいますが、最近公私共なかなか忙しく、まとまった時間が取れずに未だ行けずじまい。
永いことこの仕事をしていますが、電車内の中吊り広告や新聞広告など、心の琴線に触れる広告が少なくなった気がして成りません。なんだか決められた枠から抜け出せずに“まぁいいや”の気持ちが、クリエイター・クライアント側両方にあり、そう感じさせているのかも知れません。
でも、誰に対して何を伝えるのか。を冷静に考えればキャッチコピーやタイトル、写真など構成要素に自ずとプライオリティーが決まり、それに対して慣習に捕らわれない自由な、新しい表現を行っても良いはず。そう横組みされたコピーの中に、流れを崩す縦組みのコピーがあった方が、フックとして気持ちが伝わるかも知れません。
でもなんだかコピーはブロックとして四角の枠にはまった組み方で、伝えるべきセンテンスが埋没し、全体的には可もなく不可もなしな感じで、小さくまとまったデザインになっている気がします。
デザイナーはレイアウトを考え、写真やイラストのトリミングを考え、文章の組み方を考え、伝えるべき要素を伝える順に目立つ方法を考え、一つの紙面を作っていきます。根源的にはバランスですが、心に残る色や文字の組み方を引き出しに仕舞い、表現に繋ぐ行為がクリエイターの仕事です。
一から十まで、全てオリジナルの考えで作り上げる物など、認知されることは少ないと感じます。誰かが見たことのある既知感を相対的な判断で表現しているのです。だから、デザインするクリエイター達は枯れることなく、新しい表現を頭の引き出しに仕舞い、あんな事やこんな事にはこれ、と表現できることが基本にあると思うのです。
引き出し作るのに、投資していますかー！！・・・今日来た洋書屋さんが言っていました。Tipsが載ったハウ・ツー物はそこそこ売れるけれど、美術書は全然売れないと。
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- Newer: 欲しい人が居そうな場所に、商品を置くのが商売だ。
- Older: 制作物の著作権は大丈夫ですか
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