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Graphic Design Solutions

ISBN: 9781401881542 | 1401881548
Edition: 3rd
Format: Paperback
Publisher: Delmar Cengage Learning
Pub. Date: 4/27/2005

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SummaryTable of ContentsAuthor Biography
Cutting-edge concepts, a beautifully illustrated text, and a dazzling array of award-winning design make the third edition of this standout best-seller one of the most highly acclaimed design texts in the world. Graphic Design Solutions continues to provide a clear and comprehensive introduction to graphic design and advertising design, with step-by-step visual solutions that readers can apply with confidence to their own design and advertising projects. A highly illustrative, straightforward assessment of developing winning graphic design solu... MORE
... MORE
Forewordix
Prefacexi
Article: Graphic Design Timeline1(2)
Steven Brower
Historical Image Timeline (1893--present)3(1)
Part I: Fundamentals
Introduction
3(22)
Defining Graphic Design
4(11)
The Graphic Design Profession
4(11)
The Nature and Impact of Visual Communication
15(6)
The Field of Visual Communication
17(1)
Collaboration
17(1)
Why Design Matters
17(1)
Ethics in Visual Communication
18(2)
Visual Communication Professionals' Knowledge and Education
20(1)
Summary
21(4)
Article: From Start to Finish
22(3)
Dave Mason
Overview of Graphic Design
25(20)
Graphic Design Solution Components
26(11)
Strategy
26(3)
Concept
29(2)
Design
31(3)
Production
34(2)
Execution
36(1)
Critique Guidelines
37(3)
The Project
37(1)
Assessing Your Process
37(3)
Summary
40(5)
Article: Designing for Print
42(3)
Christopher J. Navetta
Fundamentals of Graphic Design
45(28)
Formal Elements of Design
46(6)
Line
46(1)
Shape
47(1)
Value
48(1)
Color
48(2)
Texture
50(2)
Format
52(1)
Principles of Design
52(7)
Balance
52(1)
Emphasis
53(2)
Rhythm
55(1)
Unity
55(4)
Manipulation of Graphic Space
59(4)
Positive and Negative Space
59(2)
Illusion
61(2)
Summary
63(10)
Article: Color Design Basics
64(9)
Rose Gonnella
Typography
73(30)
Letterforms: Form and Structure
74(8)
Nomenclature
74(3)
Typographic Measurement
77(1)
Spatial Measurement
78(2)
Basic Type Specifications
80(1)
Classifications of Type
80(2)
The Principles of Design Applied to Typography
82(4)
Emphasis
82(1)
Rhythm
83(1)
Alignment
83(1)
Unity
83(2)
Spacing
85(1)
Illusion of Spatial Depth
86(1)
Designing with Type
86(7)
Form
88(1)
Direct Message
89(1)
Secondary Meaning
90(1)
Graphic Impact
91(2)
Type and Visuals
93(1)
Type and Expression
94(1)
Summary
94(9)
Layout
103(26)
Defining Layout
104(5)
Layout Goals
104(5)
Considering the Format
109(3)
The Grid
112(4)
Summary
116(13)
Article: Formation Architecture or How I Learned to Love the Grid
123(6)
Steven Brower
Part II: Applications
Logos/Symbols/Pictograms
129(32)
Logos
130(15)
Types of Logos
130(6)
Visual Identity
136(2)
Stationery and Letterhead
138(5)
Choosing a Font for a Logo
143(1)
Depiction of the Logo
144(1)
Logo Design Points
144(1)
Symbols
145(5)
Nomenclature
146(4)
Pictograms
150(3)
Summary
153(8)
Start To Finish: Designing a Logo
154(7)
Visual Identity and Branding
161(22)
Visual Identity
162(8)
Background
163(1)
Unity with Variety in a Visual Identity
163(7)
Brands and Branding
170(3)
Differentiation
172(1)
Summary
173(10)
Start To Finish: Designing a Business Card
176(7)
Posters
183(24)
The Purpose of Posters
184(1)
A Little History
184(4)
Posters as Art Objects
185(1)
Posters as Expressions of Individuality
185(3)
The Challenge of Poster Design
188(14)
Integration of Concept with Visual Elements
193(4)
Article: Working Design Tips from Michele Kalthoff and Dawnmarie McDermid
197(1)
Interpretation of Posters
198(4)
Summary
202(5)
Book Jackets and Magazine Covers
207(22)
The Purpose of Covers
208(1)
Design Considerations
208(15)
Use of Type and Image
209(7)
Front, Back, and Spine
216(1)
Designing for a Series
216(7)
Summary
223(6)
Start To Finish: Designing a Book Cover
224(5)
Packaging Design
229(26)
Packaging Design
230(10)
Relevance and Emotional Connections
231(9)
Audio/Compact Disc Packaging
240(8)
Materials, Engineering, and the Design Concept
242(6)
Shopping Bags
248(2)
Summary
250(5)
Advertising
255(42)
The Purpose and Value of Advertising
256(1)
Types of Ads
256(2)
Commercial Advertising
257(1)
Public Service Advertising
257(1)
Cause Advertising
258(1)
Audience, Clients, and the Creative Team
258(3)
The Creative Team
259(1)
The Creative Brief
259(2)
Elements of an Ad
261(1)
Copy-driven vs. Visual-driven
261(1)
Components of an Ad
262(3)
Functional vs. Emotional Benefits
262(3)
Developing Ad Ideas
265(13)
The Ad Campaign
278(11)
Creative Approaches
280(6)
Television Commercials
286(3)
Summary
289(8)
Article: The Thing with Two Brains: Teaming with (or Thinking Like) a Copywriter to Produce Great Work
290(7)
David Nehamkin
Unconventional Advertising
297(16)
Unconventional Advertising Formats
298(3)
Reasons for Unconventional Advertising
301(6)
Cynical Public
301(3)
Technological Intervention
304(1)
Appeal of Small Budgets
304(1)
Increased Viewer Participation
304(3)
Pros and Cons of Advertising
307(2)
Summary
309(4)
Annual Reports
313(12)
Purpose of an Annual Report
314(1)
Components
315(2)
Developing a Theme
317(2)
Coordinating the Visual Elements
319(3)
Summary
322(3)
Web Design
325(20)
Web Design---the Big Picture
326(1)
Web Site Development
327(3)
Navigation Systems
328(1)
Elements of Design
329(1)
Employing Basic Principles of Design
330(2)
Layout Organization
330(1)
Visual Hierarchy
331(1)
Unity
331(1)
Color
331(1)
Style
331(1)
Approach to Promotional Sites
332(6)
Points to Consider
337(1)
Summary
338(7)
Article: Designing for Interactive Mediums
340(5)
Nick Law
Part III: Careers
The Portfolio and Job Search
345(36)
A Generalized Graphic Design Portfolio
347(1)
An Advertising Portfolio
348(1)
Advertising Portfolio Contents Organization
348(1)
Mini-Portfolios
349(2)
Self-promotionals
349(2)
Advice from Graphic Design Professors
351(1)
Portfolio: Your Talent in a Bottle
351(1)
Alan Robbins
Tips on the Most Important Things for a Portfolio
351(1)
Martin Holloway
A Quality Portfolio
352(1)
Rose Gonnella
The Career Search Process
352(2)
Information Gathering
352(1)
Internships
353(1)
Networking
354(1)
The Interview Process
354(2)
Preparing Your Portfolio
354(1)
At the Interview
354(2)
Summary
356(1)
Student Solutions Showcase
357(24)
Adam C. Rogers
357(10)
Christopher J. Navetta
367(8)
Rianne Lozano
375(2)
Sanghee Jeon
377(4)
Glossary of Terms381(6)
Selected Bibliography387(4)
Subject Index391(6)
Agencies, Clients, Creative Professionals, and Studios Index397
Robin Landa is Professor in the Department of Design at Kean University in Union, New Jersey

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