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Graphic Design on the Desktop: A Guide for the Non-Designer 2nd edition [Minkštas viršelis]

  • Formatas: Paperback / softback, 288 pages, aukštis x plotis x storis: 282x211x17 mm, weight: 676 g
  • Išleidimo metai: 21-Oct-1998
  • Leidėjas: John Wiley & Sons Inc
  • ISBN-10: 0471293075
  • ISBN-13: 9780471293071
Kitos knygos pagal šią temą:
Graphic Design on the Desktop: A Guide for the Non-Designer 2nd editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 288 pages, aukštis x plotis x storis: 282x211x17 mm, weight: 676 g
  • Išleidimo metai: 21-Oct-1998
  • Leidėjas: John Wiley & Sons Inc
  • ISBN-10: 0471293075
  • ISBN-13: 9780471293071
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780471293071.html
Raktažodžiai:
The complete and user-friendly introduction to graphic design--in a new edition

Now with information on Web site design, plus examples, exercises, and more!

Today, anyone with a good basic computer setup can produce a newsletter or a Web page--but to create effective, professional-quality pieces that stand out from the competition, you need more than a hard drive and some decent software. You need an understanding of how visual communication works and a solid grasp of the principles of design, composition, and typography. You need Graphic Design on the Desktop.

Written specifically for those who have little or no design background or experience, this accessible guide teaches you the fundamentals of sound graphic design and gives you the practical know-how to put them to work on your own projects, from initial concept through final production.

This new edition covers every key element of the design process, including format, layout and page design, typesetting, color, and illustrations--and offers clear explanations of type terminology, printing terms, and more. It guides you step-by-step through the design and production of ads, posters, brochures, and other promotional materials, as well as newsletters and magazines. A separate chapter on designing for the Web helps you make the most of home page and Web site designs.

Complete with helpful examples, exercises, hints, and checklists, plus tips on common pitfalls and how to avoid them, Graphic Design on the Desktop is the ideal design partner for projects that get attention and get results.
INTRODUCTION ANOTHER BOOK ON GRAPHIC DESIGN xv
Desktop Publishing: The Beginning xv(1)
About This Book xvi(1)
A Brief Description of Each
Chapter		 xvii
CHAPTER 1 WHAT IS GRAPHIC DESIGN?
3(12)
The Thinking Process
5(3)
Finding Current Trends in Graphic Design
8(1)
The Creative Process
9(1)
Suggested Exercises
10(5)
CHAPTER 2 TYPE AS VISUAL COMMUNICATION
15(18)
Type Terminology
16(2)
Type Classification
18(1)
The Elements of a Letter
19(1)
The Anatomy of a Letter
20(1)
Type: The Basic Ingredient
21(1)
Communicating with Type
22(1)
Type as Illustration
23(2)
Letters as Shapes
25(1)
Puctuation Marks as Shapes
26(1)
The Ampersand
27(1)
Letterforms
28(1)
Letterforms as Precursors to Logos
29(1)
Suggested Exercises
30(3)
CHAPTER 3 LOGOS, SYMBOLS, AND TRADEMARKS
33(14)
The Symbol
33(1)
Symbols and Emotions
34(1)
Pictograms
35(1)
What is a Logo?
35(1)
What Makes a Good Logo Design?
36(1)
Symbol, Logotype, or Trademark?
36(1)
Which Format Will You Use?
36(1)
Questions to Ask Before Designing a Logo
37(3)
The Evolution of a Logo
40(1)
Steps in the Design Process
41(3)
Suggested Exercises
44(3)
CHAPTER 4 INFLUENCES ON CONTEMPORARY GRAPHIC DESIGN
47(16)
Graphic Design Roots
47(4)
The Gestalt Psychology
51(1)
Gestalt Theories of Visual Perception
52(5)
Elements of Visual Dynamics
57(3)
Tips to Remember
60(1)
Suggested Exercises
60(3)
CHAPTER 5 THE DESIGN PROCESS
63(20)
Graphic Design: A Balancing Act
63(1)
Getting Ideas
64(1)
The Steps in the Design Process
65(4)
Designing the Page
69(1)
Elements of a Page
69(3)
Organizing Text
72(4)
Selecting the Appropriate Format
76(3)
Designing for the Printed Page
79(1)
The Role of the Designer
80(1)
A Good Layout
80(3)
CHAPTER 6 TYPE TERMINOLOGY AND TYPESETTING BASICS
83(28)
The Changing Role of the Designer
83(1)
Basic Terminology
84(2)
The Type Family
86(1)
Measuring Type
87(2)
Selecting Leading for Headlines
89(1)
The Elemental Rules of Using Type
90(7)
The Personality of Type
97(1)
Type as Texture
98(1)
Type as Color on a Page
99(1)
Shades of Gray Using Rules
100(1)
More Shades of Gray
101(1)
Finding Special Characters on the Keyboard
102(1)
Looking Professional
103(4)
Tips to Remember: A Checklist
107(1)
Suggested Exercises
107(4)
CHAPTER 7 DESIGNING INFORMATIONAL MATERIALS:
111(14)
Flyers, Posters, and Brochures
111(14)
Designing Posters and Flyers
111(2)
Some Basic Considerations Before Designing a Poster
113(1)
Tips to Remember: A Checklist
114(1)
Suggested Exercises
114(1)
Designing for Print: Designing Brochures
115(1)
Questions to Ask Before Designing a Brochure
115(1)
Keeping It Consistent
115(3)
Folding the Brochure
118(1)
Designing for Print: A Brochure Design for Reuning & Sons Violins
119(1)
The Problem
119(1)
The Solution
119(3)
Tips to Remember: A Checklist
122(3)
CHAPTER 8 DESIGNING EDITORIAL MATERIALS
125(22)
Designing Newsletters and Magazines
125(22)
Newsletters: the Beginnings
125(2)
The Function of a Newsletter
127(1)
Newsletter Formats
127(2)
Setting Up a Template for the Newsletter
129(2)
Organizing the Newsletter
131(2)
Type Selection
133(1)
Illustrations and Photographs
133(1)
Tips to Remember: A Checklist
133(1)
Suggested Exercises
134(1)
Designing for Print: Magazine Design
135(1)
Magazine Design and the Computer
135(1)
Annual Reports
136(1)
Types of Magazines
137(1)
Making Decisions Before Designing
138(1)
Establishing a Visual Identity
139(3)
Designing for Print: The New MBA Program at Indiana University
142(1)
The Problem
142(1)
The Solution
142(2)
Tips to Remember: A Checklist
144(1)
Suggested Exercises
144(3)
CHAPTER 9 ADVERTISING DESIGN
147(14)
Designing Ads & Business Materials
147(14)
The Three Secrets of a Successful Ad
148(1)
The Anatomy of an Ad
148(2)
Designing the Ad
150(1)
Major Advertising Areas
151(1)
A Checklist for an Ad Design
152(1)
Suggested Exercises
152(2)
Old Advertisements
154(1)
Designing for Print: Business Materials
155(1)
The Business Materials
155(2)
The Problem
157(1)
The Solution
157(1)
Tips to Remember: A Checklist
158(1)
Suggested Exercises
158(3)
CHAPTER 10 DESIGNING FOR THE WEB
161(24)
The Internet and the Designer
162(1)
Designing for Print vs. Designing for the Web
163(1)
The Technological Factors: the Variables
164(1)
The Web Experience: the Visitor's Perspective
165(1)
Defining the Task
166(1)
Before Beginning the Design Process
167(1)
Getting Started
168(2)
Guidelines for Web Design
170(3)
The Design Elements: the Process
173(4)
Designing for the Web: A Web Site Design for the Made in New York Store
177(1)
The Problem
177(1)
The Solution
177(3)
Suggestions for Clarifying Information on Your Site
180(1)
Tips to Remember: A Checklist
180(5)
CHAPTER 11 USING ILLUSTRATIONS
185(22)
Creating Visual Interest
185(1)
Selecting an Illustration
186(1)
Using Photographs
187(1)
The Photograph
187(2)
Photographs and the Printing Process
189(1)
Finding Photographs for Your Publication
190(1)
A Checklist for Using Photographs
191(3)
Overused Symbols
194(2)
Clip Art on Disk
196(1)
Using Illustrations
197(1)
The Illustration
197(1)
Finding Illustrations for Your Publication
197(2)
Drawings and the Printing Process
199(1)
A Checklist for Using Illustrations
199(2)
Informational Graphics
201(1)
Informational Graphics as Visual Interest
201(1)
Which Format Do You Want for Your Publication?
202(1)
Tips to Remember When Using Information Graphics
203(1)
A Checklist for Using Illustrations and Photographs
203(1)
Suggested Exercises
204(1)
Copyright Basics
205(2)
CHAPTER 12 WORKING WITH COLOR
207(18)
Color: The Beginnings
209(1)
Color Associations
210(1)
Color and the Printed Page
211(1)
The Psychology of Color
212(2)
Speech and Color
214(1)
The Vocabulary of Color
214(1)
Perception of Colors
215(1)
Selecting Colors for Your Publication
215(1)
Color and Your Printed Piece
216(3)
Paper Color
219(1)
THE PANTONE MATCHING SYSTEM(R)
219(1)
Using Duotones for Photographs
220(1)
Reproducing Color
220(1)
Tips on Using Color
221(1)
Suggested Exercises
222(3)
CHAPTER 13 THE PRINTING PROCESS
225(22)
From the Designer to the Printing Press
225(1)
Preparing the Mechanical
226(2)
Checklist for Preparing the Mechanical
228(1)
Reproducing Art: Drawings or Photographs
229(1)
The Printing Process
230(1)
Resolution and Dots Per Inch
231(3)
Information for the Service Bureau
234(1)
Shopping for a Printer
235(1)
Selecting Paper
236(1)
Paper Finishes
237(1)
Grades of Paper
237(2)
Getting Paper Samples and Purchasing Paper
239(1)
The Printing Process
239(3)
Getting a Proof
242(1)
Blueline Checklist
243(1)
Getting Quotes from Printers
244(1)
A Sample Letter
244(1)
A Sample Spec Sheet
245(1)
The Four Steps to Creating a Successful Publication
246(1)
BIBLIOGRAPHY: BOOKS AND PERIODICALS 247(6)
Books 247(4)
Periodicals 251(2)
GLOSSARY OF DESKTOP PUBLISHING TERMINOLOGY 253(7)
APPENDIX: CHECKLIST FOR IMPROVING LAYOUTS 260(3)
INDEX 263


MARCELLE LAPOW TOOR is Creative Director of her graphic design firm, Digital Designs, and has taught at the Department of Communication at Cornell University for ten years. She has brought her acclaimed Desktop Publishing with Design Workshop to the national conferences of such organizations as Folio, Women in Communications, the International Business Management Council, and MacWorld.