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Graphic Designer's Essential Reference by Timothy Samara

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Such simple design applications as covers, ads, and
website home pages—often the fi rst glimpse of visual
communication that viewers will confront—require
the impact provided by strong imagery, color, and
type organized in simple, dynamic compositions.
As a prelude to the content within, or as ephemeral,
stand-alone visual attention-getters, they engage
audiences at a glance with the promise of more to come.
FIRST IMPRESSIONS
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Projects in This Section
...............................................................
cover design
RESTAURANT MENU
...............................................................
single-product packaging
PHARMACEUTICALS
...............................................................
simple website
HOME PAGE
...............................................................
image-driven ad
SINGLE-PAGE FORMAT
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GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
{}
COVER DESIGN
Project Communication Brief
............................................................................................................
Convey a sense of the restaurant’s cuisine through depiction of typical
ingredients and preparation methods.
Communicate the cuisine’s cultural context—geography, aesthetic heritage,
and political history of Japan.
Visually support concepts related to the restaurants name, which refers to the
decorative art of folded paper.
Text Element Translations
............................................................................................................
Restaurant name
The Origami House: Hibachi and Sushi Bar
Address
304 South Franklin Street
Supporting Information
Dinner Menu
Monday through Saturday, 6:00–11:00 p.m.
RESTAURANT MENU| Japanese Restaurant
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PICTO
01001 40
01068 41
04013 46
04017 47
06005 50
14007 66
CHROMA
20017 80
25021 91
TYPO
37034 117
38029 119
SPATIAL
49010 142
50004 144
PICTO
01016 40
01028 40
01068 41
09009 56
10031 58
17025 72
CHROMA
25012 90
TYPO
33007 108
37030 117
38009 118
SPATIAL
49061 143
PICTO
01058 41
01068 41
02020 42
03008 44
04020 47
05010 48
09018 57
10018 58
CHROMA
20032 80
25021 91
TYPO
37001 116
38023 118
SPATIAL
49007 142
50038 145
PICTO
04001 46
06005 50
13001 64
CHROMA
19013 78
19019 78
TYPO
37006 116
38007 118
SPATIAL
49032 142
VISUAL PROFILE Bold
4
Simple
4
Fun
4
Symbolic
4
Direct
4
Formal Contrast
4
Integrated
4
Effi cient
VISUAL PROFILE Geometric
4
Handmade
4
Organic
4
Symbolic
4
Rhythmic
4
Detailed
4
Emphasis on Land
4
Type and Image Integrated
VISUAL PROFILE Environmental
4
Subtle Geometry
4
Fluid
4
Active Surface
4
Architectural and Cultural References
4
Gestural
4
Spontaneous
VISUAL PROFILE Concrete Depiction
4
Flat versus Dimensional
4
Ornamental
4
Detailed
4
Elegant
4
Emphasis on Food
FIRST IMPRESSIONS
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PROJECT STRATEGIES
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GRAPHIC DESIGNER’S ESSENTIAL REFERENCE
{}
PICTO
01064 41
01068 41
04017 47
10018 58
CHROMA
21019 82
TYPO
33001 108
33007 108
37030 117
38024 118
SPATIAL
49050 143
50005 144
PICTO
01068 41
09015 56
15016 68
CHROMA
19028 78
29023 99
TYPO
37018 116
38040 119
SPATIAL
49009 142
50044 145
PICTO
01003 40
02053 42
04002 46
06023 51
15067 69
CHROMA
29002 98
TYPO
33031 109
37013 116
38002 118
SPATIAL
49025 142
PICTO
04012 46
04018 47
06026 51
CHROMA
19018 78
24010 88
TYPO
37030 117
38013 118
SPATIAL
49071 143
VISUAL PROFILE Geometric
4
Movement
4
Ambiguous Space
4
Playful
4
Type as Image
4
Dynamic
4
Clean
VISUAL PROFILE Allusive
4
Organic
4
Handmade
4
Calligraphic
4
Fluid
4
Gestural
4
Elegant
4
Suggests Paper, Water, Land
VISUAL PROFILE Tension
4
Movement
4
Direct
4
Iconic
4
Stately
4
Historical Color
4
Hard/Soft Contrast
VISUAL PROFILE Architectural
4
Dimensional
4
Geometric
4
Rhythmic
4
Intricate
4
Strong
4
Layered
4
Interactive Forms
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