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Graphic Design Solutions

ISBN: 9780766813601 | 0766813606
Edition: 2nd
Format: Paperback
Publisher: Cengage Learning
Pub. Date: 7/26/2000

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SummaryTable of ContentsAuthor Biography
Graphic Design Solutions, 2E, now in full color, demystifies the design process by outlining step-by-step procedures readers can apply with confidence to solve their own design or advertising problems. Projects and exercises featured throughout the book are interactive, allowing readers to experience a design element, principle or application. Exercises included are a work out - an informal nudge that fosters a willingness to experiment. Projects develop hand as well as critical and visual thinking skills. New projects include web design, web l... MORE
Forewordxiv
Prefacexvii
Acknowledgmentsxvii
Introduction
Objectives
... MORE(1)
Defining graphic design
2(2)
The graphic designer's job
4(4)
The design procedure
8(1)
Critique guide
9(4)
Looking at the illustrations
13(1)
Fundamentals of Graphic Design
Objectives
14(1)
Formal Elements
14(1)
Line
14(2)
Shape
16(1)
Color
17(1)
Suggestions
18(1)
Value
19(1)
Texture
20(2)
Format
22(1)
The Principles of Design
22(1)
Balance
22(2)
Emphasis: focal point and hierarchy
24(3)
Rhythm
27(1)
Unity
27(3)
The Manipulation of Graphic Space
30(1)
Positive and negative space
30(2)
Illusion
32(12)
Exploring lines
36(1)
Creating illusion with lines---a warp
36(1)
Designing shapes
36(1)
Shape
36(1)
Use of color in graphic design
37(1)
Hue analysis
37(1)
Low contrast and high contrast
37(1)
Value scale
38(1)
Rubbings and blottings
38(1)
Creating visual textures
38(1)
Rectangular formats
39(1)
Designing in different shape formats
39(1)
Creating a balanced design
39(1)
Destroying symmetry and retaining balance
39(1)
Creating a focal point
40(1)
Creating a visual hierarchy
40(1)
Creating rhythm
40(1)
Rhythm
41(1)
Using alignment to achieve unity
41(1)
Achieving unity
41(1)
Positive and negative space
42(1)
Letterforms as positive and negative spaces
42(1)
The picture plane
43(1)
The illusion of spatial depth
43(1)
Overview of Graphic Design
Objectives
44(1)
Four components of graphic design solutions
44(1)
Strategy
44(4)
Concept
48(1)
Suggestions
49(1)
Design
50(1)
The graphic elements
50(1)
Suggestions
51(3)
Craft
54(1)
Suggestions
54(1)
Critique guide revisited
55(1)
The design profession
55(3)
Designing With Type
Objectives
58(1)
Message, audience, and format
58(1)
Letterforms
59(1)
Nomenclature
60(4)
Typographic measurement
64(1)
Basic type specifications
65(1)
Classifications of type
65(1)
Suggestions
66(2)
Type and visuals
68(2)
The principles of design and type
70(11)
Type and expression
81(3)
Designing with type
84(6)
Tips from designers
90(6)
Design your name
92(1)
Design a poster entitled ``Taking a Stand''
92(1)
Expressive typography
93(1)
All type
93(3)
Layout
Objectives
96(1)
Layout
96(8)
The grid
104(12)
Designing with a simple grid
114(1)
Design a magazine spread
114(2)
Logos, Symbols, Pictograms, and Stationery Systems
Objectives
116(1)
Logos
116(2)
Suggestions
118(4)
Symbols
122(1)
Suggestions
122(4)
Pictograms
126(1)
Suggestions
127(3)
Stationery
130(3)
Suggestions
133(9)
Examples of logos
137(1)
Logo design
137(1)
Building an image making vocabulary --- xerography
138(1)
Symbols
138(1)
Symbol design
139(1)
Building an image making vocabulary --- printmaking
139(1)
Building an image making vocabulary --- painting
139(1)
Pictogram design
140(1)
Designing pictograms for an airport
140(1)
Stationery design (for fun)
141(1)
Your own stationery design
141(1)
Posters
Objectives
142(1)
Posters
142(6)
Suggestions
148(22)
Poster design variations
168(1)
Poster design for a play
168(1)
Poster series
169(1)
Book Jackets and CD Covers
Objectives
170(3)
CD covers
173(1)
Suggestions
174(2)
Book jackets
176(10)
Analyzing book jackets and CD covers
184(1)
CD and cassette cover design
184(1)
Book jacket design series
185(1)
Packaging and Shopping Bags
Objectives
186(1)
Packaging
186(11)
Suggestions
197(1)
Shopping bags
198(2)
Suggestions
200(4)
Redesign a package
201(1)
Create a package design for a gourmet snack food
201(1)
Design a packaging system for a computer mail-order company based on the world wide web
202(1)
Analyzing shopping bag design
203(1)
Design a shopping bag and box for a food store or company
203(1)
Visual Identity and Branding
Objectives
204(1)
Visual identity
204(3)
Suggestions
207(5)
Turn your brand into an icon!
212(1)
Inventing a company name
212(6)
Identifying a system
216(1)
Designing a visual identity system for a pet supply store
216(2)
Advertisements
Objectives
218(3)
The Creative team
221(1)
Types of ads
222(3)
Elements of an ad
225(1)
Four components of an ad
226(2)
The creation of a print ad
228(1)
Advertising concepts: What's the Big Idea?
228(1)
Suggestions
229(1)
Where do big ideas come from?
230(1)
The ad campaign
231(2)
Advertising stratagems
233(2)
Television commercials
235(1)
Critique guide
236(2)
Expression
238(6)
Creative approaches
244(8)
Stimulation
252(1)
Copy exercises
252(1)
Creative writing exercise --- an autobiography
252(1)
Creative writing exercise --- a ``how-to'' essay
252(1)
A humorous story
253(1)
Design exercises
253(1)
A redo
253(1)
Recognizing differences
253(1)
Concept exercises
253(5)
Analyzing ads
253(1)
Product research
253(1)
The creative team
253(1)
The search for a creative visual
254(1)
Get wild
255(1)
The unique selling point (USP)
256(1)
Varying the layout
256(1)
An ad campaign
256(1)
Creating a storyboard for a television commercial
257(1)
Annual Reports
Objectives
258(1)
Themes
258(1)
Design principles
258(6)
Becoming familiar with annual reports
263(1)
Annual report
263(1)
Web Design
Objectives
264(1)
Major elements
264(1)
Design considerations
265(1)
Approach to Promotional sites
266(6)
Becoming familiar with web sites
271(1)
Web site
271(1)
The Portfolio and Job Search
Objectives
272(1)
Advertising portfolio
273(1)
Advice from three graphic design professors
274(2)
Self-promotionals
276(1)
Suggestions
276(2)
Hang Tag Designs
277(1)
Book Jacket Series
277(1)
Logo
277(1)
Snowboards or Skateboards
277(1)
Brochure
278(1)
Contents of a generalized graphic design portfolio
278(4)
The career search process
282(2)
Preparing for the interview
284(1)
The interview
285(1)
Appendix A Graphic Design Materials, Tools, and Processes
Objectives
286(1)
Tools and equipment
286(2)
Papers
288(1)
Drawing tools
289(1)
Adhesives
290(1)
Processes
291(1)
Production
291(1)
Appendix B Glossary292(8)
Appendix C Bibliography300(5)
Appendix D Endnotes305(1)
Index306
Robin Landa is Professor in the Department of Design at Kean University in Union, New Jersey

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