Advertising Design/Typography Cl

by White,Alex W.

• ISBN13: 9781581154658
• ISBN10: 1581154658
• Edition: 00
• Format: Hardcover
• Copyright: 2006-11-17
• Publisher: INGRAM

Summary

The most comprehensive overview of advertising design strategies on the market today! This unique, comprehensive overview of advertising design strategies, written by a best-selling, award-winning designer, will help students and professionals in advertising, design, and typography understand and use persuasive visual messaging. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are covered in depth. Readers will also learn how print design compares to television, web, and interactive design, and how to apply each style to create persuasive designs. The extensive section on typography offers essential information on how readers perceive type, typographic history, principles, and practice. Helpful appendices include an extensive glossary, bibliography, and art director's checklist. Complete with more than 1,500 examples and illustrations of outstanding advertising design from around the world,Advertising Design and Typographyis a groundbreaking book that will train the reader's mind to see more accurately and more criticallyultimately changing the way designers think and develop visual ideas. Best-selling design author has unique philosophy and expertise 1,500 full-color illustrations showcase outstanding advertising design from around the world Unique comparisons of print, web, TV and other campaignswhich techniques work best? Ideas for forging corporate identity through advertising

Author Biography

Alex W. White, an award-winning graphic designer, has shaped the visual personalities of advertising campaigns, identity programs, and magazines. Vice president of the Type Directors Club, he has taught design at the Hartford Art School at the University of Hartford for 15 years. The author of Thinking in Type and The Elements of Graphic Design, he lives in New York City.

Table of Contents

Introduction : what is advertising design?	p. 1
Strategy vs execution	p. 10
The four levels of advertising	p. 30
How to be seen in noisiness	p. 48
Design : visual presentation	p. 60
Design : unity and clarity	p. 78
Design : words and pictures	p. 102
Design : Print Design vs Billboards, TV, Web and interactive, and radio	p. 130
Type knowledge	p. 142
Display type	p. 170
Text type	p. 192
Table of Contents provided by Blackwell. All Rights Reserved.