Graphic Design Solutions

Front Cover......Page 1
Title Page......Page 4
Copyright......Page 5
TABLE OF Contents......Page 6
Looking at the Illustrations......Page 12
Resources for Instructors......Page 13
Resources for Instructors and Students......Page 14
About the Author......Page 16
Acknowledgments......Page 17
Dedication......Page 19
Graphic Design Time Line......Page 20
Essay: Steven Brower, Graphic Design Time Line......Page 21
Historical Image Time Line (1893–Present)......Page 23
PART 01: FUNDAMENTALS PART 01: FUNDAMENTALS OF GRAPHIC DESIGN OF GRAPHIC DESIGN......Page 49
CH/01: Introduction......Page 50
THE GRAPHIC DESIGN PROFESSION......Page 51
CH/02: Graphic Design: The Basics......Page 64
FORMAL ELEMENTS......Page 65
PRINCIPLES OF DESIGN......Page 73
SCALE......Page 83
MATHEMATICAL RATIOS AND PROPORTIONAL SYSTEMS......Page 84
ILLUSION AND THE MANIPULATION OF GRAPHIC SPACE......Page 86
CH/03: Typography......Page 92
NOMENCLATURE AND ANATOMY......Page 93
CLASSIFICATIONS OF TYPE......Page 96
ALIGNMENT......Page 97
DESIGNING WITH TYPE......Page 98
SPACING......Page 106
MIXING TYPEFACES......Page 107
CH/04: Creativity and the Graphic Design Process......Page 116
CREATIVE THINKING......Page 117
CONCEPTUAL THINKING......Page 124
PROBLEM SOLVING......Page 125
FIVE PHASES OF THE GRAPHIC DESIGN PROCESS......Page 126
CH/05: Visualization......Page 154
CONSIDERATIONS OF CONTENT, MEDIUM, AND MODE......Page 155
ABOUT VISUALS......Page 156
INTEGRATING TYPE AND VISUALS......Page 163
VISUALIZATION MODES......Page 170
BASICS OF VISUALIZING FORM......Page 173
A FINAL WORD ON VISUALIZATION: STORYTELLING/DOUG MCGRATH, WRITER/DIRECTOR......Page 176
CH/06: Composition......Page 180
WHAT IS COMPOSITION?......Page 181
COMPOSITIONAL STRATEGIES......Page 183
THREE A’S: ACTION, ARRANGEMENT, AND ARTICULATION......Page 184
ACTION......Page 185
ARRANGEMENT......Page 189
ARTICULATION: CREATING INTERESTING FORM......Page 202
MODULARITY......Page 204
THE GRID......Page 207
PART 02: APPLICATIONS PART 02: APPLICATIONS......Page 213
CH/07: Posters......Page 214
THE PURPOSE OF POSTERS......Page 215
POSTERS IN CONTEXT......Page 222
SOCIAL COMMENTARY......Page 229
CH/08: Publication Design: Covers and Interiors......Page 238
THE PROCESS OF DESIGNING A COVER......Page 239
DESIGNING FOR A SERIES......Page 247
DESIGNING THE INTERIORS OF EDITORIAL PUBLICATIONS......Page 249
CH/09: Branding......Page 266
WHAT IS BRANDING?......Page 267
THE PURPOSE OF BRANDING......Page 268
BRANDING PROCESS......Page 269
CHARACTER OF BRANDED EXPERIENCES......Page 280
CH/10: Visual Identity......Page 288
VISUAL IDENTITY: WHAT IS ITS PURPOSE?......Page 289
DESIGNING VISUAL IDENTITY......Page 290
WHAT IS A LOGO?......Page 296
DESIGNING A LOGO......Page 304
LETTERHEAD......Page 317
BUSINESS CARD......Page 321
CH/11: Package Design......Page 328
WHAT DOES PACKAGE DESIGN ENCOMPASS?......Page 329
PACKAGE DESIGN PROCESS......Page 337
SUSTAINABILITY......Page 344
AUDIO PACKAGE DESIGN......Page 345
CH/12: Corporate Communication: Brochures, Annual Reports, and More......Page 352
WHAT IS THE PURPOSE OF A BROCHURE?......Page 353
ANNUAL REPORTS......Page 365
CH/13: Advertising......Page 374
THE PURPOSE OF ADVERTISING......Page 375
WHO CREATES ADVERTISING?......Page 379
ADVERTISING DESIGN PROCESS......Page 381
THE AD CAMPAIGN......Page 395
THINKING CREATIVELY......Page 397
COMMERCIALS......Page 399
GUERRILLA ADVERTISING......Page 402
A FINAL WORD......Page 409
CH/14: Web Design......Page 414
INTRODUCTION: WHAT DO PEOPLE WANT FROM THE WEB?......Page 415
WEB DESIGN—THE BIG PICTURE......Page 417
WEBSITE DEVELOPMENT......Page 421
CONCEPTUAL DEVELOPMENT AND VISUALIZATION......Page 423
ENGAGING CONTENT......Page 430
MAXIMIZING POTENTIAL: TECHNOLOGY AND INTEGRATING MEDIA......Page 435
MOTION......Page 436
VISUAL BASICS FOR SCREEN-BASED MEDIA......Page 442
CH/15: The Portfolio and Job Search......Page 11
Glossary......Page 450
Selected Bibliography......Page 458
Online Sources......Page 463
Subject Index......Page 464
Agencies, Clients, Creative Professionals, Studios, and Names Index......Page 473