In the creative community, there are discrepancies in how people use design-related lexicon. Terms like “Creative Direction”, “Asset Production”, and “Design” are often used interchangeably and inaccurately. It can be confusing.

“Art direction” in particular, means different things to different people, and there’s a recent trend in using this term to describe specific processes surrounding the production of scalable assets in responsive systems.

For example, according to the Google Developer’s documentation on responsive images:

“[c]hanging images based on device characteristics, also known as art direction can be accomplished using the picture element. The picture element defines a declarative solution for providing multiple versions of an image based on different characteristics, like device size, device resolution, orientation, and more”. – Google Developer Documentation.
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