Basics of Design

by Graham, Lisa

• ISBN13: 9780766813625
• ISBN10: 0766813622
• Format: Paperback
• Copyright: 2001-05-21
• Publisher: Cengage Learning

Summary

Read the Prose. Study the illustrations. And apply what you have learned to design your own pages. It's easy with Basics of Design; Typography and Layout for Beginners! This heavily illustrated, compact guide is ideal for readers with no graphic design or art education background who need to create first-rate visual page designs. Entrepreneurs challenged with designing their own business cards, and administrative assistants suddenly put in charge of producing newsletters and fax cover pages, are just two examples of readers who benefit from the information in this primer. Its uniquely conversational tone - combined with numerous "before" and "after" illustrations- provides everything needed to design pages as effective as those of professional designers. Part One introduces readers to important design principles, as well as how to use color and images to add impact to designs. Part Two concentrates on the basics of typography. Part Three features a number of common design projects of the variety frequently assigned to non-designers (.., company business cards, fax cover letters, graphical and statistical reports, and more). To further aid readers, each project is accompanied by a brief listing of some of the special considerations involved in that type of visual page design. The final chapter of the book lists useful design books and resources for readers interested in advancing their typography and layout skills.

Table of Contents

Preface	vii
Who Is This Book For?	vii
Special Features in This Book	viii
Part 1 Design and Layout Basics	1	(176)
Before You Begin to Design	2	(18)
Decide What You Want to Say	2	(2)
Decide Who Your Audience Is	4	(1)
Pick a Design Format	4	(3)
Hints for Effective Copywriting	7	(4)
Quick Guide to Design Principles	11	(2)
An Overview of the Design Process	13	(4)
Summary	17	(1)
Quiz Philosophy	18	(1)
Mini Quiz #1	18	(2)
Emphasis	20	(17)
Why Use Emphasis?	20	(2)
Decide What Is Most Important	22	(2)
Emphasis Techniques	24	(2)
Emphasis Examples	26	(6)
Too Much of a Good Thing	32	(1)
Summary	33	(1)
Mini Quiz #2	33	(1)
Exercises	34	(3)
Contrast	37	(17)
Why Use Contrast?	37	(4)
Contrast Examples	41	(9)
Summary	50	(1)
Mini Quiz #3	50	(2)
Exercise	52	(2)
Balance	54	(25)
Why Use Balance?	55	(1)
Symmetrical Versus Asymmetrical Balance	56	(2)
A Word About Proportion	58	(1)
Balance Examples	59	(16)
Summary	75	(1)
Mini Quiz #4	76	(1)
Exercise	77	(2)
Alignment	79	(30)
Use Alignment to Improve Your Designs	79	(3)
The Grid	82	(10)
Text Alignment	92	(3)
Group Related Elements	95	(1)
Alignment Examples	96	(10)
Summary	106	(1)
Mini Quiz #5	106	(2)
Exercise	108	(1)
Repetition	109	(22)
Unity and Gestalt	111	(5)
Repetition Examples	116	(10)
Too Much of a Good Thing	126	(3)
Summary	129	(1)
Mini Quiz #6	129	(1)
Exercise	130	(1)
Flow	131	(16)
What Is Flow?	131	(1)
Verbal Flow	132	(5)
Visual Flow	137	(2)
Flow Examples	139	(4)
Summary	143	(1)
Mini Quiz #7	144	(2)
Exercise	146	(1)
Images	147	(22)
Images Add Impact	147	(1)
Photographs	148	(9)
Illustrations	157	(3)
A Word About Clip Art	160	(3)
Type as Image	163	(3)
Dingbats	166	(1)
Visual Rules of Image Use	167	(1)
Summary	168	(1)
Color	169	(8)
Getting Started with Color	169	(1)
The Secret Messages of Color	170	(1)
Color and Computers	171	(1)
Color Examples	172	(2)
Tips for Using Color	174	(1)
Summary	175	(1)
Exercise	175	(2)
Part 2 Typography Basics	177	(50)
Overview of Technical Terms	178	(25)
Basic Type Terms	178	(1)
Type Anatomy	179	(2)
Typefaces	181	(1)
Type Styles and Type Families	181	(3)
Type Sizes	184	(1)
Weight	184	(2)
Letterspacing, Leading, and Word Spacing	186	(2)
Type Alignments	188	(1)
Line Length	189	(1)
Categories of Type	189	(10)
Font Software Formats	199	(1)
Summary	200	(1)
Mini Quiz #8	201	(2)
A Few Simple Type Rules	203	(24)
Use Plenty of Contrast	206	(6)
Emphasis Again	212	(1)
Keep Your Typeface Choices Simple	213	(2)
Avoid Conflict	215	(1)
Type Combinations That Work	216	(5)
Type Usage Guidelines	221	(1)
Summary	222	(1)
Mini Quiz #9	223	(2)
Exercises	225	(2)
Part 3 Projects and Resources	227	(44)
Focus On	228	(30)
Stationery Sets	228	(5)
Logos and Logotypes	233	(4)
Flyers	237	(5)
Banners	242	(3)
Posters	245	(1)
Newsletters	246	(6)
Resumes	252	(1)
Summary	253	(1)
Exercises	254	(4)
Tools and Resources	258	(8)
Critique Guide	258	(1)
Typical Design Tools and Technology	259	(2)
Desktop Publishing Software	261	(2)
Clip Art and Type Sources	263	(1)
Useful Books	264	(2)
Mini Quiz Answers	266	(5)
Glossary	271	(6)
Index	277