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Graphic Design Basics

ISBN: 9780030187346 | 0030187346
Edition: 3rd
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 9/18/1997

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SummaryTable of Contents
Stressing visual theory and creative development as well as production techniques, the third edition of Graphic Design Basics continues to showcase some of the best work from all areas of design. The text combines history, current technology, and design principles to give a rick well-rounded view of this ever-evolving field. Programs without a design history class will benefit from the emphasis on visuals from the history of design, while more comprehensive programs will be pleased to find information relevant to current studio practice. This edition brings new and up-to-date information about computer graphics, including a guide to generating successful files for electronic prepress.
PREFACEiii
APPLYING THE ART OF DESIGN
1(14)
PRINCIPLES AND PRACTICES
2(1)
... MORE
WHAT IS GRAPHIC DESIGN?
2(4)
VALUES
3(2)
DESIGN FIELDS
5(1)
THE DESIGN PROCESS
6(5)
RESEARCH
6(1)
THUMBNAILS
7(1)
ROUGHS
8(1)
COMPREHENSIVES
9(1)
PRESENTATION
9(1)
CAMERA READY
10(1)
CAREERS
11(1)
DESIGN STUDIOS
11(1)
IN-HOUSE DESIGN
11(1)
THE ADVERTISING AGENCY
12(1)
FREELANCE
12(1)
NEW OPPORTUNITIES
12(1)
THE CHALLENGE
12(3)
EXERCISE
13(2)
CHAPTER TWO GRAPHIC DESIGN HISTORY
15(24)
THE BEGINNING
16(3)
THE TURN OF THE CENTURY
19(2)
WORLD WAR I
21(2)
ABSTRACT MOVEMENTS
23(6)
FIGURATIVE MOVEMENTS
29(2)
AMERICAN DESIGN
31(3)
NEW TECHNOLOGIES
34(5)
THE DEVELOPMENT OF COMPUTER GRAPHICS
34(1)
THE FUTURE
35(2)
PROJECT
37(2)
CHAPTER THREE PERCEPTION
39(14)
SEEING AND BELIEVING
40(1)
SEARCH FOR SIMPLICITY
40(1)
INTERPRETATIONS
40(1)
FIGURE/GROUND
41(4)
CATEGORIES
41(2)
CONDITIONS
43(1)
LETTERFORMS
44(1)
SHAPE
45(8)
SHAPE VERSUS VOLUME
45(1)
GROUPING SHAPES
46(1)
SHAPE VERSUS SUBJECT
46(1)
THE FORM OF SHAPES
46(1)
LETTERFORM SHAPES
47(1)
TERMINOLOGY
48(2)
EXERCISES
50(1)
PROJECT
51(2)
CHAPTER FOUR TOWARD A DYNAMIC BALANCE
53(20)
VISUAL AND INTELLECTUAL UNITY
54(3)
DESIGN AS ABSTRACTION
54(1)
WORKING TOGETHER
55(2)
VISUAL DYNAMICS
57(4)
TOP TO BOTTOM
58(1)
VERTICAL AND HORIZONTAL
59(1)
LEFT TO RIGHT
60(1)
OVERALL
60(1)
BALANCE
61(12)
SYMMETRY
63(1)
ASYMMETRY
63(1)
BALANCE THROUGH CONTRAST
63(6)
EXERCISES
69(1)
PROJECT
70(3)
CHAPTER FIVE "GOOD" GESTALT
73(14)
THE WHOLE AND THE PARTS
74(1)
GESTALT PRINCIPLES
75(3)
SIMILARITY
75(1)
PROXIMITY
76(1)
CONTINUATION
76(1)
CLOSURE
77(1)
FIGURE/GROUND
78(1)
TRADEMARKS
78(4)
FUNCTIONS
79(1)
MAKING "MARKS"
80(1)
SYMBOLS
81(1)
LOGOS
81(1)
EXERCISES
82(1)
PROJECT
83(4)
CHAPTER SIX USING TEXT TYPE
87(32)
THE DEVELOPMENT OF WRITTEN COMMUNICATION
88(1)
ALPHABETS
88(1)
TYPE CATEGORIES
89(5)
TYPE STYLES
91(3)
TYPE FAMILIES
94(17)
SELECTION
98(4)
SIZE
102(2)
LINE LENGTH
104(1)
STYLE
104(2)
LEADING
106(2)
SPACING
108(1)
FORMAT
109(2)
STYLE AND CONTENT
111(1)
SOME PROBLEMS
111(1)
A DESIGN SUMMARY
111(1)
EXECUTION
112(7)
COMPING TYPE
112(1)
SPECIFYING COPY
112(2)
MAKING CORRECTIONS
114(1)
EXERCISES
115(1)
PROJECTS
115(4)
CHAPTER SEVEN LAYOUT
119(24)
THE BALANCING ACT
120(1)
SIZE AND PROPORTION
120(2)
VISUAL RHYTHM
122(2)
GRID LAYOUT
124(5)
KEEPING THE BEAT
125(1)
PLAYING THE THEME
125(2)
GRIDS IN HISTORY
127(1)
CHOOSING A GRID
128(1)
CONSTRUCTING THE GRID
129(1)
PATH LAYOUT
129(2)
FOCAL POINT
130(1)
PATH
131(1)
PHOTOGRAPHY IN A LAYOUT
131(3)
CROPPING
131(1)
RESIZING
132(2)
SELECTING
134(1)
MULTI-PANEL DESIGN
134(3)
LAYOUT STYLES
136(1)
CONCLUSION
137(6)
EXERCISES
137(1)
PROJECT
137(6)
CHAPTER EIGHT ILLUSTRATION AND PHOTOGRAPHY IN DESIGN
143(22)
THE DESIGNER/ILLUSTRATOR
144(1)
WHY ILLUSTRATION?
145(1)
TYPES OF ILLUSTRATION
145(1)
ADVERTISING AND EDITORIAL ILLUSTRATION
146(4)
FASHION ILLUSTRATION
146(1)
RECORDING COVERS AND BOOK ILLUSTRATION
147(1)
MAGAZINES AND NEWSPAPERS
148(1)
ILLUSTRATION FOR IN-HOUSE
149(1)
GREETING CARDS AND RETAIL GOODS
150(1)
MEDICAL AND TECHNICAL ILLUSTRATION
150(1)
STYLE AND MEDIUM
150(1)
GETTING IDEAS
151(1)
REFERENCE MATERIALS
152(1)
CONTEMPORARY VISION
153(2)
DIGITAL ILLUSTRATION
155(1)
THE IMPACT OF PHOTOGRAPHY
155(1)
THE DESIGNER/PHOTOGRAPHER
156(3)
DIGITAL PHOTOGRAPHY
157(1)
CANDID VERSUS STAGED
158(1)
SPECIALTIES
159(3)
PRODUCT PHOTOGRAPHY
159(2)
CORPORATE PHOTOGRAPHY
161(1)
EDITORIAL/ILLUSTRATIONAL PHOTOGRAPHY
161(1)
FINDING PHOTOGRAPHS AND PHOTOGRAPHERS
162(3)
PROJECT
163(2)
CHAPTER NINE ADVERTISING DESIGN
165(10)
THE PURPOSE OF ADVERTISING
166(1)
TYPES OF ADVERTISING
167(4)
TELEVISION
168(1)
NEWSPAPERS
168(2)
DIRECT MAIL
170(1)
OTHER FORMS OF ADVERTISING
170(1)
CORPORATE IDENTITY
171(1)
WORKING WITH OTHERS
172(3)
EXERCISES
173(1)
PROJECT
173(2)
CHAPTER TEN THE DYNAMICS OF COLOR
175(14)
DESIGNING WITH COLOR
176(2)
THE COLOR WHEEL
177(1)
PROPERTIES OF COLOR
177(1)
COLOR SCHEMES
178(1)
THE RELATIVITY OF COLOR
178(1)
THE PSYCHOLOGY OF COLOR
179(2)
ASSOCIATIONS
180(1)
SELECTING COLOR
180(1)
UNDERSTANDING ELECTRONIC COLOR
181(2)
COLOR MODELS
181(1)
ANOTHER COLOR WHEEL
182(1)
COLOR GAMUTS
183(1)
COLOR IN PRINTING
183(3)
TINT SCREENS
183(1)
SPOT COLOR OR PROCESS COLOR?
184(1)
PROCESS COLOR SEPARATIONS
185(1)
CUTTING COSTS
185(1)
HALFTONES, DUOTONES, AND TRITONES
185(1)
PROCESS COLOR SEPARATION SUMMARY
186(3)
EXERCISES
187(1)
PROJECT
187(2)
CHAPTER ELEVEN PRODUCTION: THE TOOLS AND PROCESS
189(17)
A DESIGNER'S TOOL
190(1)
ANALOG AND DIGITAL DATA
191(4)
ANALOG TO DIGITAL CONVERSIONS
191(1)
THE SCREEN IMAGE
191(1)
OBJECT-ORIENTED AND BIT-MAPPED GRAPHICS
192(1)
HARDWARE AND SOFTWARE
193(1)
MEMORY
193(1)
RAM AND ROM
193(2)
STORAGE DEVICES
195(1)
INPUT/OUTPUT DEVICES
195(1)
INPUT DEVICES
195(1)
OUTPUT DEVICES
196(1)
A FLEXIBLE TOOL
196(1)
PREPARING CAMERA-READY ART
196(5)
THE PROCESS
196(1)
AN OVERVIEW
197(1)
TERMINOLOGY
197(4)
COMMON GROUND
201(1)
DIGITAL PREPRESS
202(4)
THE RIP
203(1)
FONTS
204(1)
SCANNING
204(1)
LPI AND DPI
205(1)
FILE LINKS
205(1)
FILE FORMATS
206(1)
COMPRESSION
206(1)
CONCLUSION206(1)
REVIEW207(1)
GLOSSARY208(5)
BIBLIOGRAPHY213(3)
INDEX216

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