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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 | |