The Fundamentals of Graphic DesignPaperback Fundamentals
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- Publisher: AVA Publishing SA
- Format: Paperback | 192 pages
- Dimensions: 199mm x 229mm x 18mm | 730g
- Publication date: 1 June 2009
- Publication City/Country: Lausanne
- ISBN 10: 2940373825
- ISBN 13: 9782940373826
- Edition statement: First.
- Illustrations note: 200 colour illustrations
- Sales rank: 114,934
The book covers key aspects of design, including typography, art direction, production and finishing, environmental design, and self-promotion. It also examines the broader implications of graphic design, including social responsibility, its role in art and its future. "The Fundamentals of Graphic Design" places graphic design in its socio-historical context, discussing its influences and development. It includes contributions of work from contemporary designers, including Pentagram, Why Not Associates and Studio Myerscough. It is an ideal guide for anyone starting out or seeking a role in the world of graphic design.
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Gavin Ambrose is a practising graphic designer whose client base includes the arts sector, galleries, publishers and advertising agencies. He has written and designed several books on graphic design, branding and packaging. Paul Harris studied at the London College of Communication and has gone on to become a freelance writer and editor. His work has appeared extensively in magazines and journals on both sides of the Atlantic, including style bible Dazed & Confused.
'Exciting visual examples! Easy reading - clear definitions.' - Ejenobo Oke, Manchester College, USA. 'I believe that it is the most comprehensive look at graphic design as a discipline that I have encountered.' - Andrew Hawryshkewich, Simon Fraser University, Canada. 'Fantastic - great information presented in an accessible way.' - Neil Leonard, Arts University College at Bournemouth, UK. 'Great introduction for level 4 BA Graphic students. Clear layout, easily accessible.'- John Blackman, Cambridge School of Visual and Performing Arts, UK. 'Really great content to teach what the graphic design field encompasses for the beginning student.'- Nicole Stager, Lebanon Valley College, USA. 'Great book about design fundamentals. I highly recommend it to any beginning to experienced designer.'- Chuck Cell Davis, Shawnsee State University, USA.
Table of contents
How to get the most out of this book. Introduction. Graphic design as a discipline: What is graphic design?; What is a graphic designer?; Group structures and working methods; Graphic design today. Influences and creative elements: Graphic design: art or craft?; Industrialisation; Technology; Typography; Consumerism; Identity and branding; Social responsibility; Modernism and postmodernism; Nostalgia and rhetoric; Semiotics; Vernacular. The graphic design process: The brief; Articulating design; Sources of inspiration; Design as problem solving; Creative thinking; Wit and humour; Layers of meaning; Development and experimentation; Art direction; Prototyping; Commissioning art. Delivering the message: Print; Direct mail; Information design; Packaging; Screen design; Environmental design. Procuring work: Self-promotion; Portfolios. The production process: Basic tools; Specialist colour; File formats; Print-finishing. Appendix. Glossary. Index. Acknowledgements.