Art direction is the process of overseeing and guiding the visual aspects of a project, such as in advertising, film, or graphic design. An art director collaborates with a team to create a cohesive look and feel, ensuring that the visual elements align with the project's goals and message. This includes selecting colors, typography, and imagery that resonate with the intended audience. In addition to aesthetics, art direction involves strategic decision-making about how visuals communicate ideas and emotions. An effective art director balances creativity with practicality, ensuring that the final product is not only visually appealing but also functional and aligned with the overall vision of the project.