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9780766820753

Graphic Communications Today, 4E

by ;
  • ISBN13:

    9780766820753

  • ISBN10:

    0766820750

  • Edition: 4th
  • Format: Paperback
  • Copyright: 2003-12-24
  • Publisher: Cengage Learning

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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

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