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Graphic Design Basics

ISBN: 9780495006930 | 0495006939
Edition: 5th
Format: Paperback
Publisher: Cengage Learning
Pub. Date: 2/9/2006

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SummaryTable of Contents
GRAPHIC DESIGN BASICS combines design principles, history, and current technology to present students a comprehensive introduction to the field of graphic design. Keeping pace with rapid changes in the field of design, while maintaining a consistently high academic quality, the text emphasizes design structure and visual perception with a wide range of visuals from throughout design history, as well as the latest contemporary illustrations and electronic designs. Each chapter provides assignments with student sample solutions, as well as critiq... MORE
Prefacevii
Applying the Art of Design
2(16)
Terminology
2(1)
... MOREPrinciples and Practices
3(1)
What Is Graphic Design?
4(5)
Values
4(3)
Design Fields
7(2)
The Design Process
9(5)
Research
9(1)
Thumbnails
10(2)
Roughs
12(1)
Comprehensives
12(1)
Presentation
12(1)
Ready for Press
12(2)
Careers
14(2)
Design Studios
15(1)
In-House Design
15(1)
Printing Companies
15(1)
The Advertising Agency
15(1)
Freelance
16(1)
New Media
16(1)
Digital Focus
16(1)
The Challenge
16(1)
Exercise
17(1)
Graphic Design History
18(26)
Terminology
18(1)
The Beginning
19(4)
The Turn of the Century
23(3)
Modernism
26(2)
Abstract Movements
28(6)
Figurative Movements
34(2)
American Design
36(4)
Postmodernism
38(2)
Digital Focus
40(1)
New Technologies
41(1)
The Development of Computer Graphics
41(1)
Interactivity
42(1)
The Future
42(1)
Project
43(1)
Goals and Objectives
43(1)
Critique
43(1)
Perception
44(16)
Terminology
44(1)
Seeing and Believing
45(2)
Search for Simplicity
46(1)
Interpretations
46(1)
Figure/Ground
47(4)
Categories
48(1)
Stable Figure/Ground
48(1)
Reversible Figure/Ground
48(1)
Ambiguous Figure/Ground
48(2)
Conditions
50(1)
Letterforms
50(1)
Shape
51(2)
Shape versus Volume
51(1)
Grouping Shapes
52(1)
Shape versus Subject
52(1)
The Form of Shapes
52(1)
Digital Focus
53(3)
Letterform Shapes
54(1)
Terminology
54(2)
Exercises
56(1)
Project
57(2)
Goals and Objectives
59(1)
Critique
59(1)
Toward a Dynamic Balance
60(18)
Terminology
60(1)
Visual and Intellectual Unity
61(3)
Design as Abstraction
62(1)
Working Together
63(1)
Visual Dynamics
64(2)
Top to Bottom
65(1)
Vertical and Horizontal
66(1)
Left to Right
66(1)
Overall
66(1)
Balance
66(9)
Symmetry
68(3)
Asymmetry
71(1)
Balance through Contrast
71(4)
Digital Focus
75(1)
Exercises
76(1)
Project 1: Word Illustration
77(1)
Project 2: Elepfonts
77(1)
Goals and Objectives
77(1)
Critique
77(1)
Good Gestalt
78(16)
Terminology
78(1)
The Whole and the Parts
79(1)
Whole
79(1)
Gestalt Principles
80(5)
Similarity
80(2)
Proximity
82(1)
Continuation
82(1)
Closure
83(1)
Figure/Ground
84(1)
Trademarks
85(6)
Functions
85(3)
Making ``Marks''
88(1)
Symbols
88(2)
Logos
90(1)
Digital Focus
91(1)
Exercises
91(1)
Project
91(1)
Process
92(1)
Goals and Objectives
92(1)
Critique
93(1)
Variations
93(1)
Using Text Type
94(22)
Terminology
94(1)
The Development of Written Communication
95(2)
Alphabets
95(2)
Type Categories
97(6)
Historic Type Families
98(5)
Type Families
103(9)
Selection
104(1)
Size
105(1)
Line Length
106(1)
Style
106(2)
Leading
108(1)
Spacing
108(1)
Format
109(2)
Style and Content
111(1)
Digital Focus
112(1)
Some Problems
112(1)
A Design Summary
112(1)
Execution
112(1)
Specifying Copy
112(1)
Making Corrections
113(1)
Exercise
113(1)
Projects
113(1)
Goals and Objectives
114(1)
Critique
115(1)
Layout
116(20)
Terminology
116(1)
The Balancing Act
117(1)
Size and Proportion
118(2)
Visual Rhythm
120(2)
Grid Layout
122(5)
Keeping the Beat
122(1)
Playing the Theme
123(1)
Grids in History
123(3)
Choosing a Grid
126(1)
Constructing the Grid
126(1)
Path Layout
127(1)
Focal Point
127(1)
Photography in a Layout
128(2)
Cropping
128(1)
Resizing
129(1)
Selecting
129(1)
Multipanel Design
130(1)
Digital Focus
130(3)
Layout Styles
132(1)
Conclusion
133(1)
Exercises
134(1)
Project
135(1)
Goals and Objectives
135(1)
Critique
135(1)
The Dynamics of Color
136(18)
Terminology
136(1)
Designing with Color
137(4)
The Color Wheel
138(1)
Properties of Color
138(2)
Color Schemes
140(1)
The Relativity of Color
141(1)
The Psychology of Color
142(2)
Associations
142(1)
Selecting Color
143(1)
Understanding Electronic Color
144(2)
Color Models
144(1)
Another Color Wheel
145(1)
Color Gamuts
146(1)
Color in Printing
146(5)
Tint Screens
146(3)
Spot Color or Process Color?
149(1)
Process Color Separations
149(1)
Cutting Costs
150(1)
Halftones, Duotones, and Tritones
150(1)
Process Color Separation Summary
151(1)
Exercises
152(1)
Project
152(1)
Goals and Objectives
153(1)
Critique
153(1)
Illustration and Photography in Design
154(24)
Terminology
154(1)
The Designer-Illustrator
155(1)
Why Illustration?
156(2)
Advertising and Editorial Illustration
158(5)
Recording and Book Illustration
158(2)
Magazine and Newspaper Illustration
160(2)
Fashion Illustration
162(1)
Illustration for In-House Projects
162(1)
Greeting Card and Retail Illustration
163(1)
Medical and Technical Illustration
163(1)
Animation and Motion Graphics
163(1)
Digital Focus
163(1)
Style and Medium
164(1)
Getting Ideas
165(1)
Reference Materials
166(1)
Contemporary Vision
167(2)
The Impact of Photography
169(1)
The Designer-Photographer
170(2)
Digital Photography
171(1)
Specialties
172(3)
Photojournalism
172(1)
Product Photography
173(1)
Corporate Photography
173(1)
Photo Illustration
174(1)
Finding Photographs and Photographers
175(1)
Project
176(1)
Goals and Objectives
177(1)
Critique
177(1)
Advertising Design
178(12)
Terminology
178(1)
The Purpose of Advertising
179(1)
Types of Advertising
180(6)
Television
180(2)
Newspapers
182(1)
Direct Mail and Internet
183(1)
Other Forms of Advertising
184(2)
Personal Promotion
186(1)
Corporate Identity
186(1)
Digital Focus
186(2)
Working with Others
188(1)
Exercises
188(1)
Project
188(1)
Goals and Objectives
189(1)
Critique
189(1)
Production: The Tools and Process
190(16)
Terminology
190(1)
A Designer's Tool
191(1)
Digital Focus
192(1)
Analog and Digital Data
192(4)
Analog to Digital Conversions
193(1)
The Screen Image
193(1)
Object-Oriented and Bitmapped Graphics
194(1)
Hardware and Software
195(1)
Memory
195(1)
RAM and ROM
195(1)
Storage Devices
196(1)
Input/Output Devices
196(1)
Data In
196(1)
Data Out
197(1)
Preparing for Press
197(4)
The Process
197(1)
An Overview
198(1)
Terminology
199(2)
Quality Issues
201(1)
Digital Prepress
201(3)
The RIP
201(1)
Fonts
202(1)
Scanning
203(1)
LPI and DPI
203(1)
File Links
203(1)
File Formats
204(1)
Compression
204(1)
Conclusion
204(2)
Preparing Electronic Files for a Service Bureau
204(2)
Web Design
206(13)
Terminology
206(1)
Introduction
207(1)
Global Village
207(1)
Digital Focus
208(1)
Common Methodology
208(1)
Design Similarities
209(1)
Production Similarities
210(1)
Design Differences
210(2)
Production Differences
212(1)
What Are the Rules?
212(3)
Naming Your Files
212(1)
Resolution
213(1)
File Size
213(1)
Monitor Size
213(1)
File Formats
214(1)
Color
214(1)
Web Components
215(1)
Pages and Sites
215(1)
Links
215(1)
Tables and Frames
215(1)
Animation and Sound
215(1)
Web Software
215(1)
Web Publishing
216(1)
Summary
216(1)
Characteristics of Good Web-Site Design
216(1)
Critique
216(1)
Discussion Questions
217(1)
Projects
217(2)
Glossary219(9)
Bibliography228(3)
Index231

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