Exploring the Elements of Design

Designed to prepare readers for success in graphic design, the third edition of EXPLORING THE ELEMENTS OF DESIGN has been completely updated to reflect the very latest in graphic design concepts and contemporary design work. With its straightforward approach and dynamic examples, this richly illustrated full-color book offers clear explanations of the fundamental principles, award-winning examples of professional work, and diagrams that clearly show how these principles operate in successful design solutions. Offering a practical and visual introduction to the world of graphic design, this book provides readers with detailed coverage of design concepts, including color, imagery, creative thinking, and visual-problem solving, as well as an overview of the field of graphic design and related career options. In addition, the third edition includes all-new material on digital media, interactive design, and typography to ensure that readers have all the information needed to work in the ever-changing world of graphic design. () Cover 1 Title 2 Statement 3 Copyright 4 Dedication 5 Contents 7 Preface 9 About the Authors 13 Acknowledgments 14 Ch 1: Defining the Language of Design 16 Introduction 17 Objectives 17 Principles and Elements of Design 18 Summary 43 Projects 44 In Review 47 Ch 2: Typography in Design 50 Introduction 51 Objectives 51 The Evolution of Typography: Clay to Paper to Pixels 52 Art Movement Influences on Typography 57 Typographic Machines and Inventions 59 Design and Typography 61 Type as a Design Element 67 Typographic Conventions 70 Legibility Versus Expression 73 Ways of Categorizing Typefaces 74 Designing Typography 79 Using Type Expressively 84 Summary 92 Projects 93 In Review 97 Ch 3: Imagery in Design 102 Introduction 103 Objectives 103 Representational Imagery 104 Symbols and Logos 117 Informational Imagery 124 Summary 128 Projects 129 In Review 132 Ch 4: Color and Design 136 Introduction 137 Objectives 137 Color Systems 138 The Language of Color 147 Theory and Interaction 152 Color Psychology 161 Summary 176 Projects 177 In Review 181 Ch 5: Managing Effective Design 186 Introduction 187 Objectives 187 Visual Organization 188 Visual Relationships 199 Summary 214 Projects 215 In Review 218 Ch 6: Research and Visual Communication 222 Introduction 223 Objectives 223 Communication in Design 224 Psychological Foundations and Visual Communication 228 Perry Levels: A Guide to Learning 232 Branches of Communication Design 233 Knowledge and Design 234 Design as Process 238 Summary 244 Projects 245 In Review 249 Ch 7: Media and Technology for Communication Artists 254 Introduction 255 Objectives 255 Media Technology Then and Now 256 An Overview of New Media 262 Elements, Principles, and New Media 271 The Right Media Choices 278 Summary 282 Projects 283 In Review 285 Ch 8: From Student to Professional 290 Introduction 291 Objectives 291 How Graphic Design Functions in Business and Commerce 292 Specific Areas of Design 294 Summary 311 Projects 312 In Review 314 Glossary 321 Index 327