Art direction is not just related with visual experience. Where as it is to direct and guide the audience through the information that is being presented to them. As an Art Director, the most important criteria are to find what the client wants to achieve with the creative. The next important thing that I consider is the demographic to be reached. This is a very critical and important, as every age group has a different vision, a different approach and their own perspective. The Art Direction requires brilliant vision, a passion, and a strong leadership in creating a campaign that has an instant, positive impact on the consumer in order to promote the product or brand being advertised.