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Basics of Design : Layout and Typography for Beginners,9780766813625
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Basics of Design : Layout and Typography for Beginners

by
Edition:
1st
ISBN13:

9780766813625

ISBN10:
0766813622
Format:
Paperback
Pub. Date:
5/21/2001
Publisher(s):
Cengage Learning
List Price: $66.06
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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


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