Art Direction in Television

 

Art Direction in Television

Introduction

Art direction in television production is about designing and creating the visual environment where a story unfolds. It includes everything the viewer sees on screen — sets, props, color schemes, and visual styles. The art director ensures that every visual element supports the mood and theme of the program.

Role of the Art Director

The art director works closely with the director and production designer to create the overall visual look of the show. They transform written ideas into physical settings that feel real and engaging.
Their work involves concept design, set construction, selection of props, and coordination with lighting and costume departments.

Elements of Art Direction

• Set Design: Creating indoor or outdoor spaces that match the story’s setting.
• Props: Choosing objects that enhance realism and detail.
• Color and Texture: Selecting visual tones that express emotion or identity.
• Continuity: Ensuring visual consistency across scenes.

Example

In a TV serial like Mahabharat, the art direction included large palace sets, symbolic colors, and traditional props to reflect the epic’s grandeur. In contrast, a modern sitcom like Taarak Mehta Ka Ooltah Chashmah uses everyday household sets to create a relatable environment.

Art direction plays a key role in building the visual identity of a program, helping audiences connect emotionally and visually with the story.