9780471284925

Type and Image : The Language of Graphic Design

by
  • ISBN13:

    9780471284925

  • ISBN10:

    0471284920

  • Edition: Reprint
  • Format: Paperback
  • Copyright: 1992-03-15
  • Publisher: Wiley

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Summary

Type and Image The Language of Graphic Design Philip B. Meggs What is the essence of graphic design? How do graphic designers solve problems, organize space, and imbue their work with those visual and symbolic qualities that enable it to convey visual and verbal information with expression and clarity? The extraordinary flowering of graphic design in our time, as a potent means for communication and a major component of our visual culture, increases the need for designers, clients, and students to comprehend its nature. In this lively and lavishly illustrated book, the author reveals the very essence of graphic design. The elements that combine to form a design- sings, symbols, words, pictures, and supporting forms-are analyzed and explained. Graphic design's ability to function as language, and the innovative ways that designers combine words and pictures, are discussed. While all visual arts share common spatial properties, the author demonstrates that graphic space has unique characteristics that are determined by its communicative function. Graphic designs can have visual and symbolic properties which empower them to communicate with deep expression and meaning. The author defines this property as graphic resonance and explains how it occurs. After defining design as a problem-solving process, a model for this process is developed and illustrated by an in-depth analysis of actual case histories. This book will provide insight and inspiration for everyone who is interested or involved in graphic communications. While most materials about form and meaning in design have a European origin, this volume is based on the dynamic and expressive graphic design of America. The reader will find inspiration, hundreds of exciting examples by many of America's outstanding graphic designers, and keen insights in Type and Image.

Author Biography

About the author Philip B. Meggs is currently Professor of Communication Arts and Design at Virginia Commonwealth University in Richmond, Virginia, and contributing editor of Print magazine. He is the author of A History of Graphic Design (John Wiley & Sons, Inc.) which received an award for excellence from the Association of American Publishers, and co-author of Typographic Design: Form and Communication (John Wiley & Sons, Inc.) His graphic designs have been widely exhibited, including the Print Regional Design Annual, Communication Arts Design Annual, AIGA Communication Graphics, and The New York Art Directors Club annual exhibition.

Table of Contents

Acknowledgments vi
Introduction viii
The Elements of Graphic Design
1(40)
The designer's task
1(1)
The dual life of a graphic form
2(1)
Information and communication
3(1)
The audience
4(2)
The graphic signal
6(1)
Signs and their use
6(8)
Denotation and connotation
14(3)
Typography
17(2)
Images
19(3)
Image transformation
22(7)
Graphic support elements
29(2)
Language as a model for graphic design
31(10)
The Union of Word and Picture
41(28)
The interaction of word and picture
41(4)
The juxtaposition of type and image
45(5)
Words within images
50(5)
The fusion of type and image
55(5)
Type as environmental image
60(2)
Objective type and image
62(2)
Visual-verbal synergy
64(3)
Type or image alone
67(2)
Graphic Space
69(48)
The human factor
69(1)
Form relationships in graphic space
70(4)
Symmetry and asymmetry
74(6)
Modular relationships
80(12)
Multiple-image design
92(2)
Field of Tension
94(3)
Repetition and Rhythm
97(1)
Visual continuity
98(6)
Planes in space
104(4)
Scale and visual hierarchy
108(4)
Motion and implied motion
112(3)
Unity through correspondence
115(2)
Graphic Resonance
117(36)
The nature of graphic resonance
117(3)
Typographic resonance
120(7)
Resonance and the Chinese boxes
127(3)
Style as message
130(10)
Support elements generate resonance
140(4)
Resonance as expressive message
144(9)
The Design Process
153(35)
Problem definition
153(1)
Information gathering
154(1)
Idea finding
154(5)
Solution finding
159(1)
Implementation
160(2)
Design process: a social-issue poster
162(10)
Design process: an advertising campaign
172(6)
Design process: a textbook format
178(10)
Epilogue 188(1)
Notes 189(2)
Bibliography 191(2)
Picture Credits 193(3)
Index 196

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