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Graphic Design Solutions,9780827363526
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Graphic Design Solutions

by
Edition:
1st
ISBN13:

9780827363526

ISBN10:
0827363524
Media:
Paperback
Pub. Date:
1/30/1996
Publisher(s):
CENGAGE Delmar Learning
List Price: $112.66
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Summary

Cutting-edge concepts, a beautifully illustrated text, and a dazzling array of award-winning design make the third edition of this standout best-seller one of the most highly acclaimed design texts in the world. Graphic Design Solutions continues to provide a clear and comprehensive introduction to graphic design and advertising design, with step-by-step visual solutions that readers can apply with confidence to their own design and advertising projects. A highly illustrative, straightforward assessment of developing winning graphic design solutions for a variety of media-including print, Web, television, and unconventional formats-helps designers think critically and creatively about their work while understanding the demands of the graphic design profession in today's world.

Author Biography

Robin Landa is Professor in the Department of Design at Kean University in Union, New Jersey

Table of Contents

Forewordp. XIV
Prefacep. XVII
Acknowledgmentsp. XVII
Introduction
Objectivesp. 2
Defining graphic designp. 2
The graphic designer's jobp. 4
The design procedurep. 8
Critique guidep. 9
Looking at the illustrationsp. 13
Fundamentals of Graphic Design
Objectivesp. 14
Formal Elementsp. 14
Linep. 14
Shapep. 16
Colorp. 17
Suggestionsp. 18
Valuep. 19
Texturep. 20
Formatp. 22
The Principles of Designp. 22
Balancep. 22
Emphasis: focal point and hierarchyp. 24
Rhythmp. 27
Unityp. 27
The Manipulation of Graphic Spacep. 30
Positive and negative spacep. 30
Illusionp. 32
Exploring linesp. 36
Creating illusion with lines--a warpp. 36
Designing shapesp. 36
Shapep. 36
Use of color in graphic designp. 37
Hue analysisp. 37
Low contrast and high contrastp. 37
Value scalep. 38
Rubbings and blottingsp. 38
Creating visual texturesp. 38
Rectangular formatsp. 39
Designing in different shape formatsp. 39
Creating a balanced designp. 39
Destroying symmetry and retaining balancep. 39
Creating a focal pointp. 40
Creating a visual hierarchyp. 40
Creating rhythmp. 40
Rhythmp. 41
Using alignment to achieve unityp. 41
Achieving unityp. 41
Positive and negative spacep. 42
Letterforms as positive and negative spacesp. 42
The picture planep. 43
The illusion of spatial depthp. 43
Overview of Graphic Design
Objectivesp. 44
Four components of graphic design solutionsp. 44
Strategyp. 44
Conceptp. 48
Suggestionsp. 49
Designp. 50
The graphic elementsp. 50
Suggestionsp. 51
Craftp. 54
Suggestionsp. 54
Critique guide revisitedp. 55
The design professionp. 55
Designing With Type
Objectivesp. 58
Message, audience, and formatp. 58
Letterformsp. 59
Nomenclaturep. 60
Typographic measurementp. 64
Basic type specificationsp. 65
Classifications of typep. 65
Suggestionsp. 66
Type and visualsp. 68
The principles of design and typep. 70
Type and expressionp. 81
Designing with typep. 84
Tips from designersp. 90
Design your namep. 92
Design a poster entitled "Taking a Stand"p. 92
Expressive typographyp. 93
All typep. 93
Layout
Objectivesp. 96
Layoutp. 96
The gridp. 104
Designing with a simple gridp. 114
Design a magazine spreadp. 114
Logos, Symbols, Pictograms, and Stationery Systems
Objectivesp. 116
Logosp. 116
Suggestionsp. 118
Symbolsp. 122
Suggestionsp. 122
Pictogramsp. 126
Suggestionsp. 127
Stationeryp. 130
Suggestionsp. 133
Examples of logosp. 137
Logo designp. 137
Building an image making vocabulary--xerographyp. 138
Symbolsp. 138
Symbol designp. 139
Building an image making vocabulary--printmakingp. 139
Building an image making vocabulary--paintingp. 139
Pictogram designp. 140
Designing pictograms for an airportp. 140
Stationery design (for fun)p. 141
Your own stationery designp. 141
Posters
Objectivesp. 142
Postersp. 142
Suggestionsp. 148
Poster design variationsp. 168
Poster design for a playp. 168
Poster seriesp. 169
Book Jackets and CD Covers
Objectivesp. 170
CD coversp. 173
Suggestionsp. 174
Book jacketsp. 176
Analyzing book jackets and CD coversp. 184
CD and cassette cover designp. 184
Book jacket design seriesp. 185
Packaging and Shopping Bags
Objectivesp. 186
Packagingp. 186
Suggestionsp. 197
Shopping bagsp. 198
Suggestionsp. 200
Redesign a packagep. 201
Create a package design for a gourmet snack foodp. 201
Design a packaging system for a computer mail-order company based on the world wide webp. 202
Analyzing shopping bag designp. 203
Design a shopping bag and box for a food store or companyp. 203
Visual Identity and Branding
Objectivesp. 204
Visual identityp. 204
Suggestionsp. 207
Turn your brand into an icon!p. 212
Inventing a company namep. 212
Identifying a systemp. 216
Designing a visual identity system for a pet supply storep. 216
Advertisements
Objectivesp. 218
The Creative teamp. 221
Types of adsp. 222
Elements of an adp. 225
Four components of an adp. 226
The creation of a print adp. 228
Advertising concepts: What's the Big Idea?p. 228
Suggestionsp. 229
Where do big ideas come from?p. 230
The ad campaignp. 231
Advertising stratagemsp. 233
Television commercialsp. 235
Critique guidep. 236
Expressionp. 238
Creative approachesp. 244
Stimulationp. 252
Copy exercisesp. 252
Creative writing exercise --an autobiographyp. 252
Creative writing exercise --a "how-to" essayp. 252
A humorous storyp. 253
Design exercisesp. 253
A redop. 253
Recognizing differencesp. 253
Concept exercisesp. 253
Analyzing adsp. 253
Product researchp. 253
The creative teamp. 253
The search for a creative visualp. 254
Get wildp. 255
The unique selling point (USP)p. 256
Varying the layoutp. 256
An ad campaignp. 256
Creating a storyboard for a television commercialp. 257
Annual Reports
Objectivesp. 258
Themesp. 258
Design principlesp. 258
Becoming familiar with annual reportsp. 263
Annual reportp. 263
Web Design
Objectivesp. 264
Major elementsp. 264
Design considerationsp. 265
Approach to Promotional sitesp. 266
Becoming familiar with web sitesp. 271
Web sitep. 271
The Portfolio and Job Search
Objectivesp. 272
Advertising portfoliop. 273
Advice from three graphic design professorsp. 274
Self-promotionalsp. 276
Suggestionsp. 276
Project: HangTag Designsp. 277
Project: Book Jacket Seriesp. 277
Project: Logop. 277
Project: Snowboards or Skateboardsp. 277
Project: Brochurep. 278
Contents of a generalized graphic design portfoliop. 278
The career search processp. 282
Preparing for the interviewp. 284
The interviewp. 285
Graphic Design Materials, Tools, and Processes
Objectivesp. 286
Tools and equipmentp. 286
Papersp. 288
Drawing toolsp. 289
Adhesivesp. 290
Processesp. 291
Productionp. 291
Glossaryp. 292
Bibliographyp. 300
Endnotesp. 305
Indexp. 306
Table of Contents provided by Syndetics. All Rights Reserved.


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