Graphic Design Solutions

by Landa, Robin

• ISBN13: 9781401881542
• ISBN10: 1401881548
• Edition: 3rd
• Format: Paperback
• Copyright: 2005-04-27
• 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	ix
Preface	xi
Article: Graphic Design Timeline	1	(2)
Steven Brower
Historical Image Timeline (1893--present)	3	(1)
Part I: Fundamentals
Introduction	3	(22)
Defining Graphic Design	4	(11)
The Graphic Design Profession	4	(11)
The Nature and Impact of Visual Communication	15	(6)
The Field of Visual Communication	17	(1)
Collaboration	17	(1)
Why Design Matters	17	(1)
Ethics in Visual Communication	18	(2)
Visual Communication Professionals' Knowledge and Education	20	(1)
Summary	21	(4)
Article: From Start to Finish	22	(3)
Dave Mason
Overview of Graphic Design	25	(20)
Graphic Design Solution Components	26	(11)
Strategy	26	(3)
Concept	29	(2)
Design	31	(3)
Production	34	(2)
Execution	36	(1)
Critique Guidelines	37	(3)
The Project	37	(1)
Assessing Your Process	37	(3)
Summary	40	(5)
Article: Designing for Print	42	(3)
Christopher J. Navetta
Fundamentals of Graphic Design	45	(28)
Formal Elements of Design	46	(6)
Line	46	(1)
Shape	47	(1)
Value	48	(1)
Color	48	(2)
Texture	50	(2)
Format	52	(1)
Principles of Design	52	(7)
Balance	52	(1)
Emphasis	53	(2)
Rhythm	55	(1)
Unity	55	(4)
Manipulation of Graphic Space	59	(4)
Positive and Negative Space	59	(2)
Illusion	61	(2)
Summary	63	(10)
Article: Color Design Basics	64	(9)
Rose Gonnella
Typography	73	(30)
Letterforms: Form and Structure	74	(8)
Nomenclature	74	(3)
Typographic Measurement	77	(1)
Spatial Measurement	78	(2)
Basic Type Specifications	80	(1)
Classifications of Type	80	(2)
The Principles of Design Applied to Typography	82	(4)
Emphasis	82	(1)
Rhythm	83	(1)
Alignment	83	(1)
Unity	83	(2)
Spacing	85	(1)
Illusion of Spatial Depth	86	(1)
Designing with Type	86	(7)
Form	88	(1)
Direct Message	89	(1)
Secondary Meaning	90	(1)
Graphic Impact	91	(2)
Type and Visuals	93	(1)
Type and Expression	94	(1)
Summary	94	(9)
Layout	103	(26)
Defining Layout	104	(5)
Layout Goals	104	(5)
Considering the Format	109	(3)
The Grid	112	(4)
Summary	116	(13)
Article: Formation Architecture or How I Learned to Love the Grid	123	(6)
Steven Brower
Part II: Applications
Logos/Symbols/Pictograms	129	(32)
Logos	130	(15)
Types of Logos	130	(6)
Visual Identity	136	(2)
Stationery and Letterhead	138	(5)
Choosing a Font for a Logo	143	(1)
Depiction of the Logo	144	(1)
Logo Design Points	144	(1)
Symbols	145	(5)
Nomenclature	146	(4)
Pictograms	150	(3)
Summary	153	(8)
Start To Finish: Designing a Logo	154	(7)
Visual Identity and Branding	161	(22)
Visual Identity	162	(8)
Background	163	(1)
Unity with Variety in a Visual Identity	163	(7)
Brands and Branding	170	(3)
Differentiation	172	(1)
Summary	173	(10)
Start To Finish: Designing a Business Card	176	(7)
Posters	183	(24)
The Purpose of Posters	184	(1)
A Little History	184	(4)
Posters as Art Objects	185	(1)
Posters as Expressions of Individuality	185	(3)
The Challenge of Poster Design	188	(14)
Integration of Concept with Visual Elements	193	(4)
Article: Working Design Tips from Michele Kalthoff and Dawnmarie McDermid	197	(1)
Interpretation of Posters	198	(4)
Summary	202	(5)
Book Jackets and Magazine Covers	207	(22)
The Purpose of Covers	208	(1)
Design Considerations	208	(15)
Use of Type and Image	209	(7)
Front, Back, and Spine	216	(1)
Designing for a Series	216	(7)
Summary	223	(6)
Start To Finish: Designing a Book Cover	224	(5)
Packaging Design	229	(26)
Packaging Design	230	(10)
Relevance and Emotional Connections	231	(9)
Audio/Compact Disc Packaging	240	(8)
Materials, Engineering, and the Design Concept	242	(6)
Shopping Bags	248	(2)
Summary	250	(5)
Advertising	255	(42)
The Purpose and Value of Advertising	256	(1)
Types of Ads	256	(2)
Commercial Advertising	257	(1)
Public Service Advertising	257	(1)
Cause Advertising	258	(1)
Audience, Clients, and the Creative Team	258	(3)
The Creative Team	259	(1)
The Creative Brief	259	(2)
Elements of an Ad	261	(1)
Copy-driven vs. Visual-driven	261	(1)
Components of an Ad	262	(3)
Functional vs. Emotional Benefits	262	(3)
Developing Ad Ideas	265	(13)
The Ad Campaign	278	(11)
Creative Approaches	280	(6)
Television Commercials	286	(3)
Summary	289	(8)
Article: The Thing with Two Brains: Teaming with (or Thinking Like) a Copywriter to Produce Great Work	290	(7)
David Nehamkin
Unconventional Advertising	297	(16)
Unconventional Advertising Formats	298	(3)
Reasons for Unconventional Advertising	301	(6)
Cynical Public	301	(3)
Technological Intervention	304	(1)
Appeal of Small Budgets	304	(1)
Increased Viewer Participation	304	(3)
Pros and Cons of Advertising	307	(2)
Summary	309	(4)
Annual Reports	313	(12)
Purpose of an Annual Report	314	(1)
Components	315	(2)
Developing a Theme	317	(2)
Coordinating the Visual Elements	319	(3)
Summary	322	(3)
Web Design	325	(20)
Web Design---the Big Picture	326	(1)
Web Site Development	327	(3)
Navigation Systems	328	(1)
Elements of Design	329	(1)
Employing Basic Principles of Design	330	(2)
Layout Organization	330	(1)
Visual Hierarchy	331	(1)
Unity	331	(1)
Color	331	(1)
Style	331	(1)
Approach to Promotional Sites	332	(6)
Points to Consider	337	(1)
Summary	338	(7)
Article: Designing for Interactive Mediums	340	(5)
Nick Law
Part III: Careers
The Portfolio and Job Search	345	(36)
A Generalized Graphic Design Portfolio	347	(1)
An Advertising Portfolio	348	(1)
Advertising Portfolio Contents Organization	348	(1)
Mini-Portfolios	349	(2)
Self-promotionals	349	(2)
Advice from Graphic Design Professors	351	(1)
Portfolio: Your Talent in a Bottle	351	(1)
Alan Robbins
Tips on the Most Important Things for a Portfolio	351	(1)
Martin Holloway
A Quality Portfolio	352	(1)
Rose Gonnella
The Career Search Process	352	(2)
Information Gathering	352	(1)
Internships	353	(1)
Networking	354	(1)
The Interview Process	354	(2)
Preparing Your Portfolio	354	(1)
At the Interview	354	(2)
Summary	356	(1)
Student Solutions Showcase	357	(24)
Adam C. Rogers	357	(10)
Christopher J. Navetta	367	(8)
Rianne Lozano	375	(2)
Sanghee Jeon	377	(4)
Glossary of Terms	381	(6)
Selected Bibliography	387	(4)
Subject Index	391	(6)
Agencies, Clients, Creative Professionals, and Studios Index	397