Graphic Design Basics

ISBN-10: 0495006939
ISBN-13: 9780495006930
Edition: 5th 2007
Authors: Amy E. Arntson
List price: $219.95
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Description: GRAPHIC DESIGN BASICS combines design principles, history, and current technology to present students a comprehensive introduction to the field of graphic design. Keeping pace with rapid changes in the field of design, while maintaining a  More...

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Book details

List price: $219.95
Edition: 5th
Copyright year: 2007
Publisher: Wadsworth
Publication date: 2/9/2006
Binding: Paperback
Pages: 264
Size: 8.75" wide x 11.00" long x 0.50" tall
Weight: 1.870
Language: English

GRAPHIC DESIGN BASICS combines design principles, history, and current technology to present students a comprehensive introduction to the field of graphic design. Keeping pace with rapid changes in the field of design, while maintaining a consistently high academic quality, the text emphasizes design structure and visual perception with a wide range of visuals from throughout design history, as well as the latest contemporary illustrations and electronic designs. Each chapter provides assignments with student sample solutions, as well as critique sections to help students apply the concepts and assess their work. This market leader's interwoven combination of concept, history, and practice is rarely found in other Graphic Design texts.

Amy E. Arntson is a Professor Emerita at the University of Wisconsin-Whitewater where she taught art, design, and computer graphics for over twenty years. Her artwork is exhibited nationally and internationally. She has given presentations in Europe, Scandinavia, Central and South America, China, and the United States on the nature of design and perception. Currently a full-time artist and author, Professor Arntson is also the author of DIGITAL DESIGN BASICS (Thomson Wadsworth, 2006).

Preface
Applying the Art of Design
Terminology
Principles and Practices
What Is Graphic Design?
Values
Design Fields
The Design Process
Research
Thumbnails
Roughs
Comprehensives
Presentation
Ready for Press
Careers
Design Studios
In-House Design
Printing Companies
The Advertising Agency
Freelance
New Media
Digital Focus
The Challenge
Exercise
Graphic Design History
Terminology
The Beginning
The Turn of the Century
Modernism
Abstract Movements
Figurative Movements
American Design
Postmodernism
Digital Focus
New Technologies
The Development of Computer Graphics
Interactivity
The Future
Project
Goals and Objectives
Critique
Perception
Terminology
Seeing and Believing
Search for Simplicity
Interpretations
Figure/Ground
Categories
Stable Figure/Ground
Reversible Figure/Ground
Ambiguous Figure/Ground
Conditions
Letterforms
Shape
Shape versus Volume
Grouping Shapes
Shape versus Subject
The Form of Shapes
Digital Focus
Letterform Shapes
Terminology
Exercises
Project
Goals and Objectives
Critique
Toward a Dynamic Balance
Terminology
Visual and Intellectual Unity
Design as Abstraction
Working Together
Visual Dynamics
Top to Bottom
Vertical and Horizontal
Left to Right
Overall
Balance
Symmetry
Asymmetry
Balance through Contrast
Digital Focus
Exercises
Word Illustration
Elepfonts
Goals and Objectives
Critique
Good Gestalt
Terminology
The Whole and the Parts
Whole
Gestalt Principles
Similarity
Proximity
Continuation
Closure
Figure/Ground
Trademarks
Functions
Making "Marks"
Symbols
Logos
Digital Focus
Exercises
Project
Process
Goals and Objectives
Critique
Variations
Using Text Type
Terminology
The Development of Written Communication
Alphabets
Type Categories
Historic Type Families
Type Categories
Historic Type Families
Type Families
Selection
Size
Line Length
Style
Leading
Spacing
Format
Style and Content
Digital Focus
Some Problems
A Design Summary
Execution
Specifying Copy
Making Corrections
Exercise
Projects
Goals and Objectives
Critique
Layout
Terminology
The Balancing Act
Size and Proportion
Visual Rhythm
Grid Layout
Keeping the Beat
Playing the Theme
Grids in History
Choosing a Grid
Constructing the Grid
Path Layout
Focal Point
Photography in a Layout
Cropping
Resizing
Selecting
Multipanel Design
Digital Focus
Layout Styles
Conclusion
Exercises
Project
Goals and Objectives
Critique
The Dynamics of Color
Terminology
Designing with Color
The Color Wheel
Properties of Color
Color Schemes
The Relativity of Color
The Psychology of Color
Associations
Selecting Color
Understanding Electronic Color
Color Models
Another Color Wheel
Color Gamuts
Color in Printing
Tint Screens
Spot Color or Process Color?
Process Color Separations
Cutting Costs
Halftones, Duotones, and Tritones
Process Color Separation Summary
Exercises
Project
Goals and Objectives
Critique
Illustration and Photography in Design
Terminology
The Designer-Illustrator
Why Illustration?
Advertising and Editorial Illustration
Recording and Book Illustration
Magazine and Newspaper Illustration
Fashion Illustration
Illustration for In-House Projects
Greeting Card and Retail Illustration
Medical and Technical Illustration
Animation and Motion Graphics
Digital Focus
Style and Medium
Getting Ideas
Reference Materials
Contemporary Vision
The Impact of Photography
The Designer-Photographer
Digital Photography
Specialties
Photojournalism
Product Photography
Corporate Photography
Photo Illustration
Finding Photographs and Photographers
Project
Goals and Objectives
Critique
Advertising Design
Terminology
The Purpose of Advertising
Types of Advertising
Television
Newspapers
Direct Mail and Internet
Other Forms of Advertising
Personal Promotion
Corporate Identity
Digital Focus
Working with Others
Exercises
Project
Goals and Objectives
Critique
Production: The Tools and Process
Terminology
A Designer's Tool
Digital Focus
Analog and Digital Data
Analog to Digital Conversions
The Screen Image
Object-Oriented and Bitmapped Graphics
Hardware and Software
Memory
RAM and ROM
Storage Devices
Input/Output Devices
Data In
Data Out
Preparing for Press
The Process
An Overview
Terminology
Quality Issues
Digital Prepress
The RIP
Fonts
Scanning
LPI and DPI
File Links
File Formats
Compression
Conclusion
Preparing Electronic Files for a Service Bureau
Web Design
Terminology
Introduction
Global Village
Digital Focus
Common Methodology
Design Similarities
Production Similarities
Design Differences
Production Differences
What Are the Rules?
Naming Your Files
Resolution
File Size
Monitor Size
File Formats
Color
Web Components
Pages and Sites
Links
Tables and Frames
Animation and Sound
Web Software
Web Publishing
Summary
Characteristics of Good Web-Site Design
Critique
Discussion Questions
Projects
Glossary
Bibliography
Index

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