Graphic Communications Today, 4E

by Ryan, William E; Conover, Theodore E.

• ISBN13: 9780766820753
• ISBN10: 0766820750
• Edition: 4th
• Format: Paperback
• Copyright: 2003-12-24
• Publisher: Cengage Learning

Summary

Here is the definitive book on graphic communications in a thoroughly researched and gloriously designed all-new fourth edition. Get deep inside the concepts and practical applications of traditional and cutting-edge media in the explosive world of contemporary visual art. Throughout its long and storied history, Graphic Communications Today has been the essential first step for aspiring visual artists. This landmark book presents the full scope of visual communication in all of its rich diversity more clearly and completely than any other book- anywhere. The fourth edition is written in an engaging style and contains examples of some of the finest visual arts collected from all over the world. What's more it opens windows into the creative world of graphic communication and the lives of those who create it for magazines, newspapers, advertising, animation, branding, television and film, photography, illustration, marketing communications, interactive multimedia, the Web and beyond.

Table of Contents

Foreword	vii
Preface	ix
Dedication	xix
Chapter 1
Visual Communication
The Power and Magic of Graphic Communication	2	(4)
Visual Communication: An Introduction	6	(2)
Vision: Shining Some Light on the Physiology of Sight	8	(2)
Communication Models: The Communication Process	10	(12)
Visual Communication Theory	22	(14)
Graphics In Action	36	(4)
Chapter 2
From Cave Walls to Modern Visual Communication
Graphic Communication Today: Connecting Past Legacies	40	(2)
Design and Visualizing Language through the Ages	42	(23)
Graphics in Action	65	(5)
Chapter 3
Type: The Bask Ingredient
Typography: An Overview	70	(3)
Type Function	73	(1)
A Confusion of Terms	74	(1)
Anatomy of Type	74	(2)
Type Classification and Type Groups	76	(9)
Measurement of Type	85	(2)
Type Specification	87	(14)
Important Points to Remember	101	(2)
Graphics In Action	103	(3)
Chapter 4
Creative Typography
Creative Roots Run Deep	106	(2)
Using Type Creatively	108	(2)
Readability Is Crucial	110	(1)
Sacred Cows Make Tantalizing steaks	110	(14)
Creative Strategies: Explode Copy-Heavy Pages	124	(2)
Graphics In Action	126	(4)
Chapter 5
Design: Shaping Media Architecture
Design: Inventing Endless Solutions	130	(6)
Five Principles of Design: Balance, Proportion, Sequence, Emphasis, and Unity	136	(20)
Design, Layout, and Design Stages	156	(8)
Graphics in Action	164	(4)
Chapter 6
Color: The Wonder and Resonance of Light
The Quest for Color	168	(10)
Color: A Powerful Communication Tool	178	(2)
Sight: Physical and Psychological Implications of Color	180	(4)
Color Terms and Reproduction	184	(2)
Selecting Colors for Harmony	186	(2)
Color Strategies	188	(2)
Graphics in Action	190	(4)
Chapter 7
Art and Illustration
Illustration: A Brief Overview	194	(8)
Commercial Art	202	(5)
The Role of the Illustrator	207	(6)
Info-Graphics: Presentation and Telling Stories Visually	213	(9)
Stock Art	222	(3)
Parting Shot	225	(4)
Graphics in Action	229	(3)
Chapter 8
Photography: The Magic of Light Writing
Light, Camera, Magic	232	(1)
Documentary Photography: Truth with an Agenda	232	(8)
Photojournalism: Telling Stories Visually	240	(11)
Sports Photography: Capturing Images on the Fly	251	(10)
Composition: Structuring the Photographic Image	261	(11)
The Moving image	272	(3)
Commercial Work: Persuasive Photography in Media	275	(11)
Technical Issues of Printing Photography	286	(3)
Captions: Fleshing Out the Image and its Relevance, Details, and Message	289	(3)
Graphics in Action	292	(4)
Chapter 9
Printing, Paper, and Production
The Art of Crafting the Printed Word	296	(5)
Printing Processes	301	(12)
Paper	313	(9)
Ink: Colorful solutions	322	(2)
Special Printing Processes	324	(4)
Pre-Production: Getting It Right	328	(3)
Pre-Production & Post-Production Tips	331	(2)
Graphics in Action	333	(3)
Chapter 10
Designing for Public Relations
Today's Corporate Image: Black Eyes and Greener Pastures	336	(1)
Public Relations-An Overview	337	(3)
The Annual Report: The Swiss Army Knife of Communication	340	(11)
Graphics in Action	351	(5)
Chapter 11
Newsletters
Newsletters: The Stepchildren of Marketing Communications?	356	(3)
Newsletter: An Old Medium Comes of Age	359	(3)
A Public Relations Tool	362	(2)
Designing the Newsletter	364	(8)
Newsletter Components	372	(6)
Graphics in Action	378	(4)
Chapter 12
Identity and Collateral Materials
Identity: Hospitality, Packaging, Product and Logo Design	382	(1)
Hospitality and Packaging: Dressed to Sell	383	(7)
Branding: Red Spider and Branding Strategy	390	(5)
Letterheads: Making an Impression	395	(1)
The Envelope: Making an Entrance	396	(4)
Collateral: Supplemental Media	400	(12)
Delivery: Getting the Business	412	(2)
Graphics in Action	414	(6)
Chapter 13
Advertising Design
Advertising: Garden or Ghetto of Commerce?	420	(4)
Design and Advertising	424	(1)
Developing a Creative Strategy: The Advertising Concept	425	(5)
Advertising Elements	430	(11)
Outdoor Advertising: "Markets in Motion"	441	(3)
The One Club	444	(1)
Television Spots: Art, Storyboard, Copy, Action	444	(5)
The Advertising Campaign	449	(5)
Portfolios: Preparing Your Book-Showing Your Best Side	454	(2)
Advice to Aspiring Advertising Creatives	456	(3)
Graphics in Action	459	(5)
Chapter 14
Magazine Design and Redesign
Kit Hinrichs: Telling Stories Visually	464	(3)
Magazine Design: A Brief History	467	(7)
Big and Small Magazines Are Basically the Same	474	(2)
Basic Magazine Terminology	476	(2)
Good Design Reflects Content	478	(1)
Long-Range Decisions	478	(10)
Magazine Design: Assembling the Parts into a Whole	488	(14)
Magazine Redesign	502	(9)
Magazines: A Post Script or Parting Shot	511	(1)
Graphics in Action	512	(4)
Chapter 15
An Overview, Brief History, and Analysis of Newspaper Design
Newspapers Today: Function, Form and Formats	516	(8)
The Development of Newspaper Design	524	(1)
The Colonial Era Format	524	(2)
The Traditional Format	526	(10)
How to Analyze a Publication	536	(4)
Graphics in Action	540	(4)
Chapter 16
Delivering the News: Newspaper Design and Redesign
Developing a Design Philosophy	544	(4)
Redesign: Age, Audience, Architecture, and Process	548	(2)
The Redesign Plan	550	(2)
Newspaper Redesign: A Mini Case History	552	(5)
Newspaper Redesign and Typography	557	(4)
The Front Page: Making an Entrance	561	(3)
Inside Pages	564	(10)
Future of Newspaper Design	574	(3)
Graphics in Action	577	(5)
Chapter 17
New Media: The Internet, Websites, Interactivity, Animation and Multimedia
A Hitchhiker's Guide to the Information Highway and Cyberspace: A Brief History and Overview	582	(8)
Designing for New Media	590	(33)
Multimedia	623	(12)
The Future of the Web, Interactive Formats, and Multimedia	635	(2)
Graphics in Action	637	(3)
Glossary	640	(17)
Index	657