Graphic Design Solutions

by Robin Landa

• ISBN13: 9780827363526
• ISBN10: 0827363524
• Format: Paperback
• Copyright: 1996-01-30
• Publisher: CENGAGE Delmar Learning

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

Foreword	p. XIV
Preface	p. XVII
Acknowledgments	p. XVII
Introduction
Objectives	p. 2
Defining graphic design	p. 2
The graphic designer's job	p. 4
The design procedure	p. 8
Critique guide	p. 9
Looking at the illustrations	p. 13
Fundamentals of Graphic Design
Objectives	p. 14
Formal Elements	p. 14
Line	p. 14
Shape	p. 16
Color	p. 17
Suggestions	p. 18
Value	p. 19
Texture	p. 20
Format	p. 22
The Principles of Design	p. 22
Balance	p. 22
Emphasis: focal point and hierarchy	p. 24
Rhythm	p. 27
Unity	p. 27
The Manipulation of Graphic Space	p. 30
Positive and negative space	p. 30
Illusion	p. 32
Exploring lines	p. 36
Creating illusion with lines--a warp	p. 36
Designing shapes	p. 36
Shape	p. 36
Use of color in graphic design	p. 37
Hue analysis	p. 37
Low contrast and high contrast	p. 37
Value scale	p. 38
Rubbings and blottings	p. 38
Creating visual textures	p. 38
Rectangular formats	p. 39
Designing in different shape formats	p. 39
Creating a balanced design	p. 39
Destroying symmetry and retaining balance	p. 39
Creating a focal point	p. 40
Creating a visual hierarchy	p. 40
Creating rhythm	p. 40
Rhythm	p. 41
Using alignment to achieve unity	p. 41
Achieving unity	p. 41
Positive and negative space	p. 42
Letterforms as positive and negative spaces	p. 42
The picture plane	p. 43
The illusion of spatial depth	p. 43
Overview of Graphic Design
Objectives	p. 44
Four components of graphic design solutions	p. 44
Strategy	p. 44
Concept	p. 48
Suggestions	p. 49
Design	p. 50
The graphic elements	p. 50
Suggestions	p. 51
Craft	p. 54
Suggestions	p. 54
Critique guide revisited	p. 55
The design profession	p. 55
Designing With Type
Objectives	p. 58
Message, audience, and format	p. 58
Letterforms	p. 59
Nomenclature	p. 60
Typographic measurement	p. 64
Basic type specifications	p. 65
Classifications of type	p. 65
Suggestions	p. 66
Type and visuals	p. 68
The principles of design and type	p. 70
Type and expression	p. 81
Designing with type	p. 84
Tips from designers	p. 90
Design your name	p. 92
Design a poster entitled "Taking a Stand"	p. 92
Expressive typography	p. 93
All type	p. 93
Layout
Objectives	p. 96
Layout	p. 96
The grid	p. 104
Designing with a simple grid	p. 114
Design a magazine spread	p. 114
Logos, Symbols, Pictograms, and Stationery Systems
Objectives	p. 116
Logos	p. 116
Suggestions	p. 118
Symbols	p. 122
Suggestions	p. 122
Pictograms	p. 126
Suggestions	p. 127
Stationery	p. 130
Suggestions	p. 133
Examples of logos	p. 137
Logo design	p. 137
Building an image making vocabulary--xerography	p. 138
Symbols	p. 138
Symbol design	p. 139
Building an image making vocabulary--printmaking	p. 139
Building an image making vocabulary--painting	p. 139
Pictogram design	p. 140
Designing pictograms for an airport	p. 140
Stationery design (for fun)	p. 141
Your own stationery design	p. 141
Posters
Objectives	p. 142
Posters	p. 142
Suggestions	p. 148
Poster design variations	p. 168
Poster design for a play	p. 168
Poster series	p. 169
Book Jackets and CD Covers
Objectives	p. 170
CD covers	p. 173
Suggestions	p. 174
Book jackets	p. 176
Analyzing book jackets and CD covers	p. 184
CD and cassette cover design	p. 184
Book jacket design series	p. 185
Packaging and Shopping Bags
Objectives	p. 186
Packaging	p. 186
Suggestions	p. 197
Shopping bags	p. 198
Suggestions	p. 200
Redesign a package	p. 201
Create a package design for a gourmet snack food	p. 201
Design a packaging system for a computer mail-order company based on the world wide web	p. 202
Analyzing shopping bag design	p. 203
Design a shopping bag and box for a food store or company	p. 203
Visual Identity and Branding
Objectives	p. 204
Visual identity	p. 204
Suggestions	p. 207
Turn your brand into an icon!	p. 212
Inventing a company name	p. 212
Identifying a system	p. 216
Designing a visual identity system for a pet supply store	p. 216
Advertisements
Objectives	p. 218
The Creative team	p. 221
Types of ads	p. 222
Elements of an ad	p. 225
Four components of an ad	p. 226
The creation of a print ad	p. 228
Advertising concepts: What's the Big Idea?	p. 228
Suggestions	p. 229
Where do big ideas come from?	p. 230
The ad campaign	p. 231
Advertising stratagems	p. 233
Television commercials	p. 235
Critique guide	p. 236
Expression	p. 238
Creative approaches	p. 244
Stimulation	p. 252
Copy exercises	p. 252
Creative writing exercise --an autobiography	p. 252
Creative writing exercise --a "how-to" essay	p. 252
A humorous story	p. 253
Design exercises	p. 253
A redo	p. 253
Recognizing differences	p. 253
Concept exercises	p. 253
Analyzing ads	p. 253
Product research	p. 253
The creative team	p. 253
The search for a creative visual	p. 254
Get wild	p. 255
The unique selling point (USP)	p. 256
Varying the layout	p. 256
An ad campaign	p. 256
Creating a storyboard for a television commercial	p. 257
Annual Reports
Objectives	p. 258
Themes	p. 258
Design principles	p. 258
Becoming familiar with annual reports	p. 263
Annual report	p. 263
Web Design
Objectives	p. 264
Major elements	p. 264
Design considerations	p. 265
Approach to Promotional sites	p. 266
Becoming familiar with web sites	p. 271
Web site	p. 271
The Portfolio and Job Search
Objectives	p. 272
Advertising portfolio	p. 273
Advice from three graphic design professors	p. 274
Self-promotionals	p. 276
Suggestions	p. 276
Project: HangTag Designs	p. 277
Project: Book Jacket Series	p. 277
Project: Logo	p. 277
Project: Snowboards or Skateboards	p. 277
Project: Brochure	p. 278
Contents of a generalized graphic design portfolio	p. 278
The career search process	p. 282
Preparing for the interview	p. 284
The interview	p. 285
Graphic Design Materials, Tools, and Processes
Objectives	p. 286
Tools and equipment	p. 286
Papers	p. 288
Drawing tools	p. 289
Adhesives	p. 290
Processes	p. 291
Production	p. 291
Glossary	p. 292
Bibliography	p. 300
Endnotes	p. 305
Index	p. 306
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