Graphic Design Basics

by Arntson, Amy E.

• ISBN13: 9780495006930
• ISBN10: 0495006939
• Edition: 5th
• Format: Paperback
• Copyright: 2006-02-09
• Publisher: Wadsworth Publishing

Summary

GRAPHIC DESIGN BASICS combines design principles, history, and current technology to present students a comprehensive introduction to the field of graphic design. Keeping pace with rapid changes in the field of design, while maintaining a consistently high academic quality, the text emphasizes design structure and visual perception with a wide range of visuals from throughout design history, as well as the latest contemporary illustrations and electronic designs. Each chapter provides assignments with student sample solutions, as well as critique sections to help students apply the concepts and assess their work. This market leader's interwoven combination of concept, history, and practice is rarely found in other Graphic Design texts.

Table of Contents

Preface	vii
Applying the Art of Design	2	(16)
Terminology	2	(1)
Principles and Practices	3	(1)
What Is Graphic Design?	4	(5)
Values	4	(3)
Design Fields	7	(2)
The Design Process	9	(5)
Research	9	(1)
Thumbnails	10	(2)
Roughs	12	(1)
Comprehensives	12	(1)
Presentation	12	(1)
Ready for Press	12	(2)
Careers	14	(2)
Design Studios	15	(1)
In-House Design	15	(1)
Printing Companies	15	(1)
The Advertising Agency	15	(1)
Freelance	16	(1)
New Media	16	(1)
Digital Focus	16	(1)
The Challenge	16	(1)
Exercise	17	(1)
Graphic Design History	18	(26)
Terminology	18	(1)
The Beginning	19	(4)
The Turn of the Century	23	(3)
Modernism	26	(2)
Abstract Movements	28	(6)
Figurative Movements	34	(2)
American Design	36	(4)
Postmodernism	38	(2)
Digital Focus	40	(1)
New Technologies	41	(1)
The Development of Computer Graphics	41	(1)
Interactivity	42	(1)
The Future	42	(1)
Project	43	(1)
Goals and Objectives	43	(1)
Critique	43	(1)
Perception	44	(16)
Terminology	44	(1)
Seeing and Believing	45	(2)
Search for Simplicity	46	(1)
Interpretations	46	(1)
Figure/Ground	47	(4)
Categories	48	(1)
Stable Figure/Ground	48	(1)
Reversible Figure/Ground	48	(1)
Ambiguous Figure/Ground	48	(2)
Conditions	50	(1)
Letterforms	50	(1)
Shape	51	(2)
Shape versus Volume	51	(1)
Grouping Shapes	52	(1)
Shape versus Subject	52	(1)
The Form of Shapes	52	(1)
Digital Focus	53	(3)
Letterform Shapes	54	(1)
Terminology	54	(2)
Exercises	56	(1)
Project	57	(2)
Goals and Objectives	59	(1)
Critique	59	(1)
Toward a Dynamic Balance	60	(18)
Terminology	60	(1)
Visual and Intellectual Unity	61	(3)
Design as Abstraction	62	(1)
Working Together	63	(1)
Visual Dynamics	64	(2)
Top to Bottom	65	(1)
Vertical and Horizontal	66	(1)
Left to Right	66	(1)
Overall	66	(1)
Balance	66	(9)
Symmetry	68	(3)
Asymmetry	71	(1)
Balance through Contrast	71	(4)
Digital Focus	75	(1)
Exercises	76	(1)
Project 1: Word Illustration	77	(1)
Project 2: Elepfonts	77	(1)
Goals and Objectives	77	(1)
Critique	77	(1)
Good Gestalt	78	(16)
Terminology	78	(1)
The Whole and the Parts	79	(1)
Whole	79	(1)
Gestalt Principles	80	(5)
Similarity	80	(2)
Proximity	82	(1)
Continuation	82	(1)
Closure	83	(1)
Figure/Ground	84	(1)
Trademarks	85	(6)
Functions	85	(3)
Making ``Marks''	88	(1)
Symbols	88	(2)
Logos	90	(1)
Digital Focus	91	(1)
Exercises	91	(1)
Project	91	(1)
Process	92	(1)
Goals and Objectives	92	(1)
Critique	93	(1)
Variations	93	(1)
Using Text Type	94	(22)
Terminology	94	(1)
The Development of Written Communication	95	(2)
Alphabets	95	(2)
Type Categories	97	(6)
Historic Type Families	98	(5)
Type Families	103	(9)
Selection	104	(1)
Size	105	(1)
Line Length	106	(1)
Style	106	(2)
Leading	108	(1)
Spacing	108	(1)
Format	109	(2)
Style and Content	111	(1)
Digital Focus	112	(1)
Some Problems	112	(1)
A Design Summary	112	(1)
Execution	112	(1)
Specifying Copy	112	(1)
Making Corrections	113	(1)
Exercise	113	(1)
Projects	113	(1)
Goals and Objectives	114	(1)
Critique	115	(1)
Layout	116	(20)
Terminology	116	(1)
The Balancing Act	117	(1)
Size and Proportion	118	(2)
Visual Rhythm	120	(2)
Grid Layout	122	(5)
Keeping the Beat	122	(1)
Playing the Theme	123	(1)
Grids in History	123	(3)
Choosing a Grid	126	(1)
Constructing the Grid	126	(1)
Path Layout	127	(1)
Focal Point	127	(1)
Photography in a Layout	128	(2)
Cropping	128	(1)
Resizing	129	(1)
Selecting	129	(1)
Multipanel Design	130	(1)
Digital Focus	130	(3)
Layout Styles	132	(1)
Conclusion	133	(1)
Exercises	134	(1)
Project	135	(1)
Goals and Objectives	135	(1)
Critique	135	(1)
The Dynamics of Color	136	(18)
Terminology	136	(1)
Designing with Color	137	(4)
The Color Wheel	138	(1)
Properties of Color	138	(2)
Color Schemes	140	(1)
The Relativity of Color	141	(1)
The Psychology of Color	142	(2)
Associations	142	(1)
Selecting Color	143	(1)
Understanding Electronic Color	144	(2)
Color Models	144	(1)
Another Color Wheel	145	(1)
Color Gamuts	146	(1)
Color in Printing	146	(5)
Tint Screens	146	(3)
Spot Color or Process Color?	149	(1)
Process Color Separations	149	(1)
Cutting Costs	150	(1)
Halftones, Duotones, and Tritones	150	(1)
Process Color Separation Summary	151	(1)
Exercises	152	(1)
Project	152	(1)
Goals and Objectives	153	(1)
Critique	153	(1)
Illustration and Photography in Design	154	(24)
Terminology	154	(1)
The Designer-Illustrator	155	(1)
Why Illustration?	156	(2)
Advertising and Editorial Illustration	158	(5)
Recording and Book Illustration	158	(2)
Magazine and Newspaper Illustration	160	(2)
Fashion Illustration	162	(1)
Illustration for In-House Projects	162	(1)
Greeting Card and Retail Illustration	163	(1)
Medical and Technical Illustration	163	(1)
Animation and Motion Graphics	163	(1)
Digital Focus	163	(1)
Style and Medium	164	(1)
Getting Ideas	165	(1)
Reference Materials	166	(1)
Contemporary Vision	167	(2)
The Impact of Photography	169	(1)
The Designer-Photographer	170	(2)
Digital Photography	171	(1)
Specialties	172	(3)
Photojournalism	172	(1)
Product Photography	173	(1)
Corporate Photography	173	(1)
Photo Illustration	174	(1)
Finding Photographs and Photographers	175	(1)
Project	176	(1)
Goals and Objectives	177	(1)
Critique	177	(1)
Advertising Design	178	(12)
Terminology	178	(1)
The Purpose of Advertising	179	(1)
Types of Advertising	180	(6)
Television	180	(2)
Newspapers	182	(1)
Direct Mail and Internet	183	(1)
Other Forms of Advertising	184	(2)
Personal Promotion	186	(1)
Corporate Identity	186	(1)
Digital Focus	186	(2)
Working with Others	188	(1)
Exercises	188	(1)
Project	188	(1)
Goals and Objectives	189	(1)
Critique	189	(1)
Production: The Tools and Process	190	(16)
Terminology	190	(1)
A Designer's Tool	191	(1)
Digital Focus	192	(1)
Analog and Digital Data	192	(4)
Analog to Digital Conversions	193	(1)
The Screen Image	193	(1)
Object-Oriented and Bitmapped Graphics	194	(1)
Hardware and Software	195	(1)
Memory	195	(1)
RAM and ROM	195	(1)
Storage Devices	196	(1)
Input/Output Devices	196	(1)
Data In	196	(1)
Data Out	197	(1)
Preparing for Press	197	(4)
The Process	197	(1)
An Overview	198	(1)
Terminology	199	(2)
Quality Issues	201	(1)
Digital Prepress	201	(3)
The RIP	201	(1)
Fonts	202	(1)
Scanning	203	(1)
LPI and DPI	203	(1)
File Links	203	(1)
File Formats	204	(1)
Compression	204	(1)
Conclusion	204	(2)
Preparing Electronic Files for a Service Bureau	204	(2)
Web Design	206	(13)
Terminology	206	(1)
Introduction	207	(1)
Global Village	207	(1)
Digital Focus	208	(1)
Common Methodology	208	(1)
Design Similarities	209	(1)
Production Similarities	210	(1)
Design Differences	210	(2)
Production Differences	212	(1)
What Are the Rules?	212	(3)
Naming Your Files	212	(1)
Resolution	213	(1)
File Size	213	(1)
Monitor Size	213	(1)
File Formats	214	(1)
Color	214	(1)
Web Components	215	(1)
Pages and Sites	215	(1)
Links	215	(1)
Tables and Frames	215	(1)
Animation and Sound	215	(1)
Web Software	215	(1)
Web Publishing	216	(1)
Summary	216	(1)
Characteristics of Good Web-Site Design	216	(1)
Critique	216	(1)
Discussion Questions	217	(1)
Projects	217	(2)
Glossary	219	(9)
Bibliography	228	(3)
Index	231