Graphic Design School allows students to develop core competencies while understanding how these fundamentals translate into new and evolving media. With examples from magazines, websites, books, and mobile devices, the Fifth Edition provides an overview of the visual communications profession, with a new focus on the intersection of design specialties. A brand-new section on web and interactivity covers topics such as web tools, coding requirements, information architecture, web design and layout, mobile device composition, app design, CMS, designing for social media, and SEO.

David Dabner teaches at the renowned London College of Printing.

Sandra Stewart is the Associate Dean for Academics at Drexel University’s Westphal College of Media Arts & Design.

Eric Zempol is a Philadelphia-based graphic designer who is also an instructor at Drexel University.

Introduction 6

PART ONE: PRINCIPLES 8

UNIT ONE: RESEARCH AND CONCEPTS

Basics of research 10

Linear reasoning/lateral thinking 14

Exploratory drawing 16

Visualizing ideas 18

Theories of image and text 20

Audiences, markets, and concepts 24

Scheduling, organizing, and finalizing 26

Unit 1: Assignments and questions 30

UNIT TWO: FUNDAMENTALS OF COMPOSITION

Basics of composition 32

Form and space 36

Symmetry/asymmetry 38

Basic principles of design layout 40

Styles of layout 44

Pace and contrast 46

Size and format 50

Identity and extended systems 52

Photography and illustration 56

Unit 2: Assignments and questions 60

UNIT THREE: FUNDAMENTALS OF TYPOGRAPHY

Typography and meaning 62

The anatomy of type 64

Understanding and selecting typefaces 66

Spacing 72

Readability and legibility 76

Typographic emphasis and hierarchy 78

Typographic rules/boxes and ornaments 82

Text as image 84

Unit 3: Assignments and questions 86

UNIT FOUR: FUNDAMENTALS OF COLOR

Color terminology 88

Color legibility, contrast, and harmony 92

Color associations 94

Color as information 96

Unit 4: Assignments and questions 98

PART TWO: PRACTICE 100

UNIT FIVE: TOOLS AND TECHNOLOGIES

Photography basics and sourcing images 102

Page assembly programs 106

Photoshop 110

Illustrator 114

Flash/After Effects 118

Unit 5: Assignments and questions 120

UNIT SIX: PRINT PRODUCTION AND PRESENTATIONS

Preparing files for print 122

Creating a convincing presentation 126

Paper stocks and finishing 128

Printed color 130

Print media 132

Digital printing 134

Correcting color proofs and press check 136

Unit 6: Assignments and questions 138

UNIT SEVEN: WEB DESIGN BASICS

Project development process overview 140

Project structures 146

Web tools 148

Initial consultations 152

Information architecture (IA) 154

Flowcharts and wireframes 156

Common elements of a web layout 160

Designing for the web 162

App design 168

Working with content management systems 171

Banner ad design 174

Search engine optimization (SEO) 176

Online portfolios 178

Unit 7: Assignments and questions 182

UNIT EIGHT: EXPERT PATHS AND COLLABORATIONS 184

Resources 198

Glossary 200

Index 204

Bibliography 206

Acknowledgments 208