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Foreword | |
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Preface | |
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Acknowledgments | |
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Introduction | |
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Objectives | |
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Defining graphic design | |
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The graphic designer's job | |
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The design procedure | |
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Critique guide | |
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Looking at the illustrations | |
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Fundamentals of Graphic Design | |
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Objectives | |
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Formal Elements | |
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Line | |
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Shape | |
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Color | |
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Suggestions | |
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Value | |
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Texture | |
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Format | |
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The Principles of Design | |
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Balance | |
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Emphasis: focal point and hierarchy | |
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Rhythm | |
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Unity | |
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The Manipulation of Graphic Space | |
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Positive and negative space | |
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Illusion | |
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Exploring lines | |
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Creating illusion with lines--a warp | |
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Designing shapes | |
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Shape | |
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Use of color in graphic design | |
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Hue analysis | |
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Low contrast and high contrast | |
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Value scale | |
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Rubbings and blottings | |
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Creating visual textures | |
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Rectangular formats | |
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Designing in different shape formats | |
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Creating a balanced design | |
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Destroying symmetry and retaining balance | |
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Creating a focal point | |
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Creating a visual hierarchy | |
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Creating rhythm | |
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Rhythm | |
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Using alignment to achieve unity | |
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Achieving unity | |
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Positive and negative space | |
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Letterforms as positive and negative spaces | |
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The picture plane | |
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The illusion of spatial depth | |
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Overview of Graphic Design | |
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Objectives | |
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Four components of graphic design solutions | |
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Strategy | |
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Concept | |
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Suggestions | |
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Design | |
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The graphic elements | |
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Suggestions | |
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Craft | |
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Suggestions | |
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Critique guide revisited | |
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The design profession | |
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Designing With Type | |
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Objectives | |
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Message, audience, and format | |
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Letterforms | |
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Nomenclature | |
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Typographic measurement | |
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Basic type specifications | |
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Classifications of type | |
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Suggestions | |
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Type and visuals | |
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The principles of design and type | |
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Type and expression | |
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Designing with type | |
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Tips from designers | |
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Design your name | |
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Design a poster entitled "Taking a Stand" | |
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Expressive typography | |
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All type | |
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Layout | |
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Objectives | |
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Layout | |
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The grid | |
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Designing with a simple grid | |
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Design a magazine spread | |
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Logos, Symbols, Pictograms, and Stationery Systems | |
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Objectives | |
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Logos | |
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Suggestions | |
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Symbols | |
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Suggestions | |
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Pictograms | |
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Suggestions | |
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Stationery | |
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Suggestions | |
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Examples of logos | |
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Logo design | |
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Building an image making vocabulary--xerography | |
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Symbols | |
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Symbol design | |
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Building an image making vocabulary--printmaking | |
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Building an image making vocabulary--painting | |
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Pictogram design | |
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Designing pictograms for an airport | |
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Stationery design (for fun) | |
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Your own stationery design | |
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Posters | |
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Objectives | |
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Posters | |
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Suggestions | |
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Poster design variations | |
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Poster design for a play | |
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Poster series | |
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Book Jackets and CD Covers | |
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Objectives | |
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CD covers | |
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Suggestions | |
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Book jackets | |
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Analyzing book jackets and CD covers | |
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CD and cassette cover design | |
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Book jacket design series | |
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Packaging and Shopping Bags | |
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Objectives | |
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Packaging | |
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Suggestions | |
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Shopping bags | |
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Suggestions | |
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Redesign a package | |
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Create a package design for a gourmet snack food | |
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Design a packaging system for a computer mail-order company based on the world wide web | |
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Analyzing shopping bag design | |
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Design a shopping bag and box for a food store or company | |
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Visual Identity and Branding | |
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Objectives | |
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Visual identity | |
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Suggestions | |
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Turn your brand into an icon! | |
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Inventing a company name | |
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Identifying a system | |
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Designing a visual identity system for a pet supply store | |
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Advertisements | |
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Objectives | |
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The Creative team | |
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Types of ads | |
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Elements of an ad | |
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Four components of an ad | |
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The creation of a print ad | |
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Advertising concepts: What's the Big Idea? | |
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Suggestions | |
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Where do big ideas come from? | |
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The ad campaign | |
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Advertising stratagems | |
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Television commercials | |
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Critique guide | |
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Expression | |
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Creative approaches | |
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Stimulation | |
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Copy exercises | |
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Creative writing exercise --an autobiography | |
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Creative writing exercise --a "how-to" essay | |
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A humorous story | |
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Design exercises | |
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A redo | |
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Recognizing differences | |
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Concept exercises | |
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Analyzing ads | |
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Product research | |
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The creative team | |
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The search for a creative visual | |
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Get wild | |
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The unique selling point (USP) | |
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Varying the layout | |
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An ad campaign | |
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Creating a storyboard for a television commercial | |
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Annual Reports | |
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Objectives | |
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Themes | |
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Design principles | |
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Becoming familiar with annual reports | |
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Annual report | |
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Web Design | |
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Objectives | |
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Major elements | |
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Design considerations | |
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Approach to Promotional sites | |
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Becoming familiar with web sites | |
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Web site | |
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The Portfolio and Job Search | |
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Objectives | |
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Advertising portfolio | |
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Advice from three graphic design professors | |
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Self-promotionals | |
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Suggestions | |
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Project: HangTag Designs | |
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Project: Book Jacket Series | |
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Project: Logo | |
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Project: Snowboards or Skateboards | |
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Project: Brochure | |
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Contents of a generalized graphic design portfolio | |
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The career search process | |
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Preparing for the interview | |
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The interview | |
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Graphic Design Materials, Tools, and Processes | |
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Objectives | |
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Tools and equipment | |
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Papers | |
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Drawing tools | |
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Adhesives | |
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Processes | |
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Production | |
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Glossary | |
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Bibliography | |
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Endnotes | |
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Index | |