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Tables of Contents for Graphic Design Basics
Chapter/Section Title
Page #
Page Count
PREFACE
iii
APPLYING THE ART OF DESIGN
1
14
PRINCIPLES AND PRACTICES
2
1
WHAT IS GRAPHIC DESIGN?
2
4
VALUES
3
2
DESIGN FIELDS
5
1
THE DESIGN PROCESS
6
5
RESEARCH
6
1
THUMBNAILS
7
1
ROUGHS
8
1
COMPREHENSIVES
9
1
PRESENTATION
9
1
CAMERA READY
10
1
CAREERS
11
1
DESIGN STUDIOS
11
1
IN-HOUSE DESIGN
11
1
THE ADVERTISING AGENCY
12
1
FREELANCE
12
1
NEW OPPORTUNITIES
12
1
THE CHALLENGE
12
3
EXERCISE
13
2
CHAPTER TWO GRAPHIC DESIGN HISTORY
15
24
THE BEGINNING
16
3
THE TURN OF THE CENTURY
19
2
WORLD WAR I
21
2
ABSTRACT MOVEMENTS
23
6
FIGURATIVE MOVEMENTS
29
2
AMERICAN DESIGN
31
3
NEW TECHNOLOGIES
34
5
THE DEVELOPMENT OF COMPUTER GRAPHICS
34
1
THE FUTURE
35
2
PROJECT
37
2
CHAPTER THREE PERCEPTION
39
14
SEEING AND BELIEVING
40
1
SEARCH FOR SIMPLICITY
40
1
INTERPRETATIONS
40
1
FIGURE/GROUND
41
4
CATEGORIES
41
2
CONDITIONS
43
1
LETTERFORMS
44
1
SHAPE
45
8
SHAPE VERSUS VOLUME
45
1
GROUPING SHAPES
46
1
SHAPE VERSUS SUBJECT
46
1
THE FORM OF SHAPES
46
1
LETTERFORM SHAPES
47
1
TERMINOLOGY
48
2
EXERCISES
50
1
PROJECT
51
2
CHAPTER FOUR TOWARD A DYNAMIC BALANCE
53
20
VISUAL AND INTELLECTUAL UNITY
54
3
DESIGN AS ABSTRACTION
54
1
WORKING TOGETHER
55
2
VISUAL DYNAMICS
57
4
TOP TO BOTTOM
58
1
VERTICAL AND HORIZONTAL
59
1
LEFT TO RIGHT
60
1
OVERALL
60
1
BALANCE
61
12
SYMMETRY
63
1
ASYMMETRY
63
1
BALANCE THROUGH CONTRAST
63
6
EXERCISES
69
1
PROJECT
70
3
CHAPTER FIVE "GOOD" GESTALT
73
14
THE WHOLE AND THE PARTS
74
1
GESTALT PRINCIPLES
75
3
SIMILARITY
75
1
PROXIMITY
76
1
CONTINUATION
76
1
CLOSURE
77
1
FIGURE/GROUND
78
1
TRADEMARKS
78
4
FUNCTIONS
79
1
MAKING "MARKS"
80
1
SYMBOLS
81
1
LOGOS
81
1
EXERCISES
82
1
PROJECT
83
4
CHAPTER SIX USING TEXT TYPE
87
32
THE DEVELOPMENT OF WRITTEN COMMUNICATION
88
1
ALPHABETS
88
1
TYPE CATEGORIES
89
5
TYPE STYLES
91
3
TYPE FAMILIES
94
17
SELECTION
98
4
SIZE
102
2
LINE LENGTH
104
1
STYLE
104
2
LEADING
106
2
SPACING
108
1
FORMAT
109
2
STYLE AND CONTENT
111
1
SOME PROBLEMS
111
1
A DESIGN SUMMARY
111
1
EXECUTION
112
7
COMPING TYPE
112
1
SPECIFYING COPY
112
2
MAKING CORRECTIONS
114
1
EXERCISES
115
1
PROJECTS
115
4
CHAPTER SEVEN LAYOUT
119
24
THE BALANCING ACT
120
1
SIZE AND PROPORTION
120
2
VISUAL RHYTHM
122
2
GRID LAYOUT
124
5
KEEPING THE BEAT
125
1
PLAYING THE THEME
125
2
GRIDS IN HISTORY
127
1
CHOOSING A GRID
128
1
CONSTRUCTING THE GRID
129
1
PATH LAYOUT
129
2
FOCAL POINT
130
1
PATH
131
1
PHOTOGRAPHY IN A LAYOUT
131
3
CROPPING
131
1
RESIZING
132
2
SELECTING
134
1
MULTI-PANEL DESIGN
134
3
LAYOUT STYLES
136
1
CONCLUSION
137
6
EXERCISES
137
1
PROJECT
137
6
CHAPTER EIGHT ILLUSTRATION AND PHOTOGRAPHY IN DESIGN
143
22
THE DESIGNER/ILLUSTRATOR
144
1
WHY ILLUSTRATION?
145
1
TYPES OF ILLUSTRATION
145
1
ADVERTISING AND EDITORIAL ILLUSTRATION
146
4
FASHION ILLUSTRATION
146
1
RECORDING COVERS AND BOOK ILLUSTRATION
147
1
MAGAZINES AND NEWSPAPERS
148
1
ILLUSTRATION FOR IN-HOUSE
149
1
GREETING CARDS AND RETAIL GOODS
150
1
MEDICAL AND TECHNICAL ILLUSTRATION
150
1
STYLE AND MEDIUM
150
1
GETTING IDEAS
151
1
REFERENCE MATERIALS
152
1
CONTEMPORARY VISION
153
2
DIGITAL ILLUSTRATION
155
1
THE IMPACT OF PHOTOGRAPHY
155
1
THE DESIGNER/PHOTOGRAPHER
156
3
DIGITAL PHOTOGRAPHY
157
1
CANDID VERSUS STAGED
158
1
SPECIALTIES
159
3
PRODUCT PHOTOGRAPHY
159
2
CORPORATE PHOTOGRAPHY
161
1
EDITORIAL/ILLUSTRATIONAL PHOTOGRAPHY
161
1
FINDING PHOTOGRAPHS AND PHOTOGRAPHERS
162
3
PROJECT
163
2
CHAPTER NINE ADVERTISING DESIGN
165
10
THE PURPOSE OF ADVERTISING
166
1
TYPES OF ADVERTISING
167
4
TELEVISION
168
1
NEWSPAPERS
168
2
DIRECT MAIL
170
1
OTHER FORMS OF ADVERTISING
170
1
CORPORATE IDENTITY
171
1
WORKING WITH OTHERS
172
3
EXERCISES
173
1
PROJECT
173
2
CHAPTER TEN THE DYNAMICS OF COLOR
175
14
DESIGNING WITH COLOR
176
2
THE COLOR WHEEL
177
1
PROPERTIES OF COLOR
177
1
COLOR SCHEMES
178
1
THE RELATIVITY OF COLOR
178
1
THE PSYCHOLOGY OF COLOR
179
2
ASSOCIATIONS
180
1
SELECTING COLOR
180
1
UNDERSTANDING ELECTRONIC COLOR
181
2
COLOR MODELS
181
1
ANOTHER COLOR WHEEL
182
1
COLOR GAMUTS
183
1
COLOR IN PRINTING
183
3
TINT SCREENS
183
1
SPOT COLOR OR PROCESS COLOR?
184
1
PROCESS COLOR SEPARATIONS
185
1
CUTTING COSTS
185
1
HALFTONES, DUOTONES, AND TRITONES
185
1
PROCESS COLOR SEPARATION SUMMARY
186
3
EXERCISES
187
1
PROJECT
187
2
CHAPTER ELEVEN PRODUCTION: THE TOOLS AND PROCESS
189
17
A DESIGNER'S TOOL
190
1
ANALOG AND DIGITAL DATA
191
4
ANALOG TO DIGITAL CONVERSIONS
191
1
THE SCREEN IMAGE
191
1
OBJECT-ORIENTED AND BIT-MAPPED GRAPHICS
192
1
HARDWARE AND SOFTWARE
193
1
MEMORY
193
1
RAM AND ROM
193
2
STORAGE DEVICES
195
1
INPUT/OUTPUT DEVICES
195
1
INPUT DEVICES
195
1
OUTPUT DEVICES
196
1
A FLEXIBLE TOOL
196
1
PREPARING CAMERA-READY ART
196
5
THE PROCESS
196
1
AN OVERVIEW
197
1
TERMINOLOGY
197
4
COMMON GROUND
201
1
DIGITAL PREPRESS
202
4
THE RIP
203
1
FONTS
204
1
SCANNING
204
1
LPI AND DPI
205
1
FILE LINKS
205
1
FILE FORMATS
206
1
COMPRESSION
206
1
CONCLUSION
206
1
REVIEW
207
1
GLOSSARY
208
5
BIBLIOGRAPHY
213
3
INDEX
216