Graphic Design Solutions

by Landa, Robin

• ISBN13: 9780766813601
• ISBN10: 0766813606
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-07-26
• Publisher: OnWord Press

Summary

Graphic Design Solutions, 2E, now in full color, demystifies the design process by outlining step-by-step procedures readers can apply with confidence to solve their own design or advertising problems. Projects and exercises featured throughout the book are interactive, allowing readers to experience a design element, principle or application. Exercises included are a work out - an informal nudge that fosters a willingness to experiment. Projects develop hand as well as critical and visual thinking skills. New projects include web design, web logos, annual reports, branding and new portfolio projects. This edition also features new samples of works by master and contemporary designers and offers guidance on how to objectively assess and critique designs.

Author Biography

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

Table of Contents

Foreword	xiv
Preface	xvii
Acknowledgments	xvii
Introduction
Objectives	2	(1)
Defining graphic design	2	(2)
The graphic designer's job	4	(4)
The design procedure	8	(1)
Critique guide	9	(4)
Looking at the illustrations	13	(1)
Fundamentals of Graphic Design
Objectives	14	(1)
Formal Elements	14	(1)
Line	14	(2)
Shape	16	(1)
Color	17	(1)
Suggestions	18	(1)
Value	19	(1)
Texture	20	(2)
Format	22	(1)
The Principles of Design	22	(1)
Balance	22	(2)
Emphasis: focal point and hierarchy	24	(3)
Rhythm	27	(1)
Unity	27	(3)
The Manipulation of Graphic Space	30	(1)
Positive and negative space	30	(2)
Illusion	32	(12)
Exploring lines	36	(1)
Creating illusion with lines---a warp	36	(1)
Designing shapes	36	(1)
Shape	36	(1)
Use of color in graphic design	37	(1)
Hue analysis	37	(1)
Low contrast and high contrast	37	(1)
Value scale	38	(1)
Rubbings and blottings	38	(1)
Creating visual textures	38	(1)
Rectangular formats	39	(1)
Designing in different shape formats	39	(1)
Creating a balanced design	39	(1)
Destroying symmetry and retaining balance	39	(1)
Creating a focal point	40	(1)
Creating a visual hierarchy	40	(1)
Creating rhythm	40	(1)
Rhythm	41	(1)
Using alignment to achieve unity	41	(1)
Achieving unity	41	(1)
Positive and negative space	42	(1)
Letterforms as positive and negative spaces	42	(1)
The picture plane	43	(1)
The illusion of spatial depth	43	(1)
Overview of Graphic Design
Objectives	44	(1)
Four components of graphic design solutions	44	(1)
Strategy	44	(4)
Concept	48	(1)
Suggestions	49	(1)
Design	50	(1)
The graphic elements	50	(1)
Suggestions	51	(3)
Craft	54	(1)
Suggestions	54	(1)
Critique guide revisited	55	(1)
The design profession	55	(3)
Designing With Type
Objectives	58	(1)
Message, audience, and format	58	(1)
Letterforms	59	(1)
Nomenclature	60	(4)
Typographic measurement	64	(1)
Basic type specifications	65	(1)
Classifications of type	65	(1)
Suggestions	66	(2)
Type and visuals	68	(2)
The principles of design and type	70	(11)
Type and expression	81	(3)
Designing with type	84	(6)
Tips from designers	90	(6)
Design your name	92	(1)
Design a poster entitled ``Taking a Stand''	92	(1)
Expressive typography	93	(1)
All type	93	(3)
Layout
Objectives	96	(1)
Layout	96	(8)
The grid	104	(12)
Designing with a simple grid	114	(1)
Design a magazine spread	114	(2)
Logos, Symbols, Pictograms, and Stationery Systems
Objectives	116	(1)
Logos	116	(2)
Suggestions	118	(4)
Symbols	122	(1)
Suggestions	122	(4)
Pictograms	126	(1)
Suggestions	127	(3)
Stationery	130	(3)
Suggestions	133	(9)
Examples of logos	137	(1)
Logo design	137	(1)
Building an image making vocabulary --- xerography	138	(1)
Symbols	138	(1)
Symbol design	139	(1)
Building an image making vocabulary --- printmaking	139	(1)
Building an image making vocabulary --- painting	139	(1)
Pictogram design	140	(1)
Designing pictograms for an airport	140	(1)
Stationery design (for fun)	141	(1)
Your own stationery design	141	(1)
Posters
Objectives	142	(1)
Posters	142	(6)
Suggestions	148	(22)
Poster design variations	168	(1)
Poster design for a play	168	(1)
Poster series	169	(1)
Book Jackets and CD Covers
Objectives	170	(3)
CD covers	173	(1)
Suggestions	174	(2)
Book jackets	176	(10)
Analyzing book jackets and CD covers	184	(1)
CD and cassette cover design	184	(1)
Book jacket design series	185	(1)
Packaging and Shopping Bags
Objectives	186	(1)
Packaging	186	(11)
Suggestions	197	(1)
Shopping bags	198	(2)
Suggestions	200	(4)
Redesign a package	201	(1)
Create a package design for a gourmet snack food	201	(1)
Design a packaging system for a computer mail-order company based on the world wide web	202	(1)
Analyzing shopping bag design	203	(1)
Design a shopping bag and box for a food store or company	203	(1)
Visual Identity and Branding
Objectives	204	(1)
Visual identity	204	(3)
Suggestions	207	(5)
Turn your brand into an icon!	212	(1)
Inventing a company name	212	(6)
Identifying a system	216	(1)
Designing a visual identity system for a pet supply store	216	(2)
Advertisements
Objectives	218	(3)
The Creative team	221	(1)
Types of ads	222	(3)
Elements of an ad	225	(1)
Four components of an ad	226	(2)
The creation of a print ad	228	(1)
Advertising concepts: What's the Big Idea?	228	(1)
Suggestions	229	(1)
Where do big ideas come from?	230	(1)
The ad campaign	231	(2)
Advertising stratagems	233	(2)
Television commercials	235	(1)
Critique guide	236	(2)
Expression	238	(6)
Creative approaches	244	(8)
Stimulation	252	(1)
Copy exercises	252	(1)
Creative writing exercise --- an autobiography	252	(1)
Creative writing exercise --- a ``how-to'' essay	252	(1)
A humorous story	253	(1)
Design exercises	253	(1)
A redo	253	(1)
Recognizing differences	253	(1)
Concept exercises	253	(5)
Analyzing ads	253	(1)
Product research	253	(1)
The creative team	253	(1)
The search for a creative visual	254	(1)
Get wild	255	(1)
The unique selling point (USP)	256	(1)
Varying the layout	256	(1)
An ad campaign	256	(1)
Creating a storyboard for a television commercial	257	(1)
Annual Reports
Objectives	258	(1)
Themes	258	(1)
Design principles	258	(6)
Becoming familiar with annual reports	263	(1)
Annual report	263	(1)
Web Design
Objectives	264	(1)
Major elements	264	(1)
Design considerations	265	(1)
Approach to Promotional sites	266	(6)
Becoming familiar with web sites	271	(1)
Web site	271	(1)
The Portfolio and Job Search
Objectives	272	(1)
Advertising portfolio	273	(1)
Advice from three graphic design professors	274	(2)
Self-promotionals	276	(1)
Suggestions	276	(2)
Hang Tag Designs	277	(1)
Book Jacket Series	277	(1)
Logo	277	(1)
Snowboards or Skateboards	277	(1)
Brochure	278	(1)
Contents of a generalized graphic design portfolio	278	(4)
The career search process	282	(2)
Preparing for the interview	284	(1)
The interview	285	(1)
Appendix A Graphic Design Materials, Tools, and Processes
Objectives	286	(1)
Tools and equipment	286	(2)
Papers	288	(1)
Drawing tools	289	(1)
Adhesives	290	(1)
Processes	291	(1)
Production	291	(1)
Appendix B Glossary	292	(8)
Appendix C Bibliography	300	(5)
Appendix D Endnotes	305	(1)
Index	306