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Graphic Design Basics,9780155046467
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Graphic Design Basics

by
Edition:
4th
ISBN13:

9780155046467

ISBN10:
0155046462
Format:
Hardcover
Pub. Date:
8/1/2002
Publisher(s):
Thomson Learning

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Summary

A market-leading text, GRAPHIC DESIGN BASICS continues to showcase some of the best work from all areas of design. The text combines history, current technology, and design principles to give a rich, well-rounded view of this ever-evolving field. Programs without a design history class will benefit from the emphasis on visuals from the history of design, while more comprehensive programs will be pleased to find information relevant to current studio practice. This edition brings new and up-to-date information about computer graphics, including a guide to generating successful files for electronic pre-press.

Table of Contents

preface iii
applying the art of design
3(14)
Principles and Practices
4(1)
What is Graphic Design?
4(4)
Values
5(2)
Design Fields
7(1)
The Design Process
8(5)
Research
8(1)
Thumbnails
9(1)
Roughs
10(1)
Comprehensives
11(1)
Presentation
12(1)
Ready for Press
12(1)
Careers
13(1)
Design Studios
13(1)
In-House Design
13(1)
The Advertising Agency
14(1)
Freelance
14(1)
New Opportunities
14(1)
The Challenge
14(3)
Exercise
15(2)
graphic design history
17(26)
The Beginning
18(4)
The Turn of the Century
22(2)
Modernism
24(3)
Abstract Movements
27(6)
Figurative Movements
33(2)
American Design
35(4)
Postmodernism
37(2)
New Technologies
39(2)
The Development of Computer Graphics
39(1)
The Internet and Interactivity
40(1)
The Future
41(2)
Project
41(2)
perception
43(16)
Seeing and Believing
44(1)
Search for Simplicity
44(1)
Interpretations
44(1)
Figure/Ground
45(4)
Categories
47(1)
Conditions
48(1)
Letterforms
48(1)
Shape
49(10)
Shape Versus Volume
50(1)
Grouping Shapes
50(1)
Shape Versus Subject
50(1)
The Form of Shapes
51(1)
Letterform Shapes
52(3)
Terminology
55(1)
Exercises
56(1)
Project
57(2)
toward a dynamic balance
59(20)
Visual and Intellectual Unity
60(3)
Design as Abstraction
60(2)
Working Together
62(1)
Visual Dynamics
63(3)
Top to Bottom
64(1)
Vertical and Horizontal
64(1)
Left to Right
65(1)
Overall
66(1)
Balance
66(13)
Symmetry
67(1)
Asymmetry
68(3)
Balance through Contrast
71(3)
Exercises
74(1)
Assignment 1: Word Illustration
75(2)
Assignment 2: Elephonts
77(2)
good gestalt
79(14)
The Whole and the Parts
80(1)
Gestalt Principles
81(5)
Similarity
81(1)
Proximity
82(1)
Continuation
83(1)
Closure
84(1)
Figure/Ground
85(1)
Trademarks
86(1)
Functions
86(7)
Making ``Marks''
87(1)
Symbols
87(1)
Logos
88(1)
Exercises
89(1)
Project
90(3)
using text type
93(26)
The Development of the Written Communication
94(1)
Alphabets
94(1)
Type Categories
95(7)
Historic Type Families
96(6)
Type Families
102(11)
Selection
105(1)
Size
106(1)
Line length
107(1)
Style
107(1)
Leading
107(3)
Spacing
110(1)
Format
111(1)
Style and Content
112(1)
Some Problems
113(1)
A Design Summary
113(1)
Execution
114(5)
Comping Type
114(1)
Specifying Type
115(1)
Making Corrections
115(1)
Exercises
115(1)
Projects
115(4)
layout
119(22)
The Balancing Act
120(1)
Size and Proportion
120(3)
Visual Rhythm
123(1)
Grid Layout
124(5)
Keeping the Beat
126(1)
Playing the Theme
127(1)
Grids in History
127(2)
Choosing a Grid
129(1)
Constructing the Grid
129(1)
Path Layout
129(1)
Focal Point
130(1)
Photography in a Layout
130(2)
Cropping
131(1)
Residing
132(1)
Selecting
132(1)
Multi-Panel Design
132(4)
Layout Styles
134(2)
Conclusion
136(5)
Exercises
136(2)
Project
138(3)
illustration and Photography in Design
141(22)
The Designer/Illustrator
142(1)
Why Illustration?
142(1)
Types of Illustration
143(1)
Advertising and Editorial Illustration
144(5)
Fashion Illustration
144(1)
Recording Covers and Book Illustration
144(2)
Magazines and Newspapers
146(2)
Illustration for In-House Projects
148(1)
Greeting Cards and Retail Goods
148(1)
Medical and Technical Illustration
148(1)
Animation and Motion Graphics
148(1)
Style and Medium
149(1)
Getting Ideas
150(1)
Reference Materials
151(1)
Contemporary Vision
152(2)
The Impact of Photography
154(1)
The Designer/Photographer
155(1)
Digital Photography
156(1)
Specialties
156(3)
Photojournalism
156(2)
Product Photography
158(1)
Corporate Photography
159(1)
Editorial/Illustrational Photography
159(1)
Finding Photographs and Photographers
159(4)
Project
161(2)
advertising design
163(12)
The Purpose of Advertising
164(1)
Types of Advertising
165(6)
Television
166(1)
Newspapers
166(2)
Direct Mail and Internet
168(1)
Other Forms of Advertising
169(1)
Personal Promotion
170(1)
Corporate Identity
171(1)
Working with Others
172(3)
Exercises
172(1)
Project
173(2)
the dynamics of color
175(18)
Designing with Color
176(3)
The Color Wheel
177(1)
Properties of Color
178(1)
Color Schemes
178(1)
The Relativity of Color
179(2)
The Psychology of Color
181(1)
Associations
181(1)
8electing Color
182(1)
Understanding Electronic Color
182(3)
Color Models
183(1)
Another Color Wheel
184(1)
Color Gamuts
185(1)
Color in Printing
185(5)
Tint Screens
185(2)
Spot Color or Process Color?
187(1)
Process Color Separations
188(1)
Cutting Costs
188(1)
Halftones, Duotones, and Tritones
188(2)
Process Color Separation Summary
190(3)
Exercises
191(1)
Projects
191(2)
production: the tools and process
193(16)
A Designer's Tool
194(1)
Analog and Digital Data
195(3)
Analog to Digital Conversions
195(1)
The Screen Image
195(1)
Object-Oriented and Bitmapped Graphics
196(1)
Hardware and Software
197(1)
Memory
197(1)
RAM and ROM
198(1)
Storage Devices
198(1)
Input and Output Devices
198(1)
Data In
198(1)
Data Out
198(1)
Preparing for Press
199(3)
The Process
199(1)
An Overview
199(1)
Terminology
199(3)
Quality Issues
202(1)
Digital Prepress
202(4)
The Rip
203(1)
Fonts
204(1)
Scanning
204(1)
LPI and dpi
204(1)
File Links
205(1)
File Formats
205(1)
Compression
206(1)
Conclusion
206(3)
Preparing Electronic Files for a Service Bureau
206(1)
Review
207(2)
web design
209(12)
Global Village
210(1)
How Does the Web Work?
210(1)
Common Methodology
211(1)
Design Similarities
211(1)
Production Similarities
212(1)
Design Differences
212(1)
Production Differences
212(1)
What are the Rules?
213(4)
Naming Your Files
213(1)
Resolution
213(1)
File Size
214(1)
Monitor Size
214(1)
File Formats
215(1)
Transparency
216(1)
Color
216(1)
Web Components
217(1)
Pages and Sites
217(1)
Links
217(1)
Tables and Frames
217(1)
Animation and Sound
217(1)
Web Software
218(1)
Web Publishing
218(1)
In Summary
218(3)
Characteristics of Good Site Design
218(1)
Critique
218(1)
Discussion Questions
218(1)
Assignments
218(3)
glossary 221(6)
bibliography 227(3)
index 230


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