- Changes occurring in production operations
- Why is there confusion on the producer side?
- Changes occurring in visual production practices
- Specific examples that often occur in production practice
- Organizing the roles of human production and AI generation
- The value of the creator has shifted to the ability to judge.
Changes occurring in production operations
At the visual production site、There have been clear changes in recent years。
it is、A job can no longer be completed just by producing products.That means。
Previous production projects were relatively simple.。
- There is a request
- create a visual
- deliver
This is how it often ended.。
But now、Delivering the work is no longer enough。
The client is、
- Why that visual?
- where to use it
- For what purpose is it made?
TheseBackground and design explanationis now asking for。
In other words, the production value、
The production itself → Production design and judgment
It is expanding to。
If we continue to produce without understanding this change,、
You won't be able to see why this job is decreasing.。
Why is there confusion on the producer side?
Despite this change occurring、
Many of the creators are stillWork philosophy centered on production technologyI'm thinking about。
For example、
- take good photos
- create good visuals
- finish a good design
Of course these are important。
However, in actual cases、
Sometimes the decision is made before the product itself。
That's it
- plan
- concept
- How to use
です。
In other words, the production、
The process of giving form to something designedThat's it, isn't it?。
However, on the producer's side、
“If you improve your production skills, you can get a job.”
There is still a strong idea that。
This gap in understanding、
Further confusing the production debate in the AI era。
Rather than an AI problem、
It is not understood that the role of production has changed.Yes.。
Changes occurring in visual production practices
Organizing the current visual production by process、
Work is broadly divided into the following。
- planning design
- Concept arrangement
- visual design
- make
- Operation (media deployment/replacement)
Previously、in thisProduction Engineeringwas the focus。
But now、
The processes before and after production are getting bigger.。
For example, in advertising and brand projects、
- Brand direction
- concept
- Expression policy
These things will be decided first。
The production is、
Output created based on the designbecomes。
There has also been another change in recent years.。
That's itPlanning and design based on SEOです。
In the past、
- interesting project
- impressive copy
- strong visuals
This alone could become a hot topic。
But now、
a lot of contentInflow from search and SNSI am doing。
Therefore, at the planning stage、
- What keywords are searched for?
- What kind of themes do you need?
- In what way can it be spread?
Thesesearch designis the premise。
In other words、
plan
copywriting
visual
These too、
Elements designed in the structure being searched for
has become。
For example、
- blog post visuals
- SNS thumbnail
- brand articles
- content visual
These productions、
Work created as a set with content designhas become。
Don't just think about the product、
Visual design including search, media, and operations
is required。
Specific examples that often occur in production practice
For example、Consider creating blog articles for your company.。
If it was before、
- write an article
- take a photo
- design
This was completed。
But now、
- Check search keywords
- Decide on the article theme
- Design your SEO structure
These processes come first。
and after that、
- Copy of article
- Eye-catching visual
- Illustrations and images
will be produced。
In other words, the visual、
Produced as part of search designIt looks like this。
The same goes for EC and advertising.。
Even just one product photo、
- How to present your brand
- Spread on SNS
- Product page leads
used in these designs。
Production is not a solo job、
A step in the designed visual processIt has become。
Organizing the roles of human production and AI generation
Understanding this production structure、
You can also see the position of AI。
AI generation is、
Something that functions as part of the production processです。
For example、
- Creating visual variations
- Sharing concept images
- Image production based on replacement
In these areas、
Until now, things that had no choice but to be produced and photographed
There are cases where AI generation also works.。
on the other hand、
- real person
- On-site photos
- Proof of brand existence
In these areas、
Production and photography required。
What's important is、
Production or AI?
is not。
What's important is、
What process do you make?
です。
Using AI without understanding the production process、
- Visual consistency is broken
- Brand expression collapses
- I can't explain my intention
These problems occur。
vice versa、If you understand production design、
AI generation can also be naturally incorporated。
The value of the creator has shifted to the ability to judge.
The most important thing in current production work is、
Not just production technology。
What's more important is、
- what to make
- Why that visual?
- where to use it
Thesemaking judgmentsです。
In other words, the creator's value is、
Production capability
↓
Design/explanation/judgment
is expanding to。
And in the age of AI、
This trend will become stronger。
More ways to create。
but、
the person who decides which method to useis required。
Visual production work、
work to produce
not
Work to design production
is changing to。
Even when I think about my work、
- what to make
- why make it
- how it is used
It is important to consider this。
That's it、
It's a visual production job in the AI era.。
▶︎ [Photographer's work outside of photography]
