Graphic Designer's Essential Reference

(RAY)

Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn

#175 Dtp:204 Page:244

242-248_26153.indd 244 7/12/11 9:07 PM

(Text)

GRAPHIC DESIGNER’S ESSENTIAL REFERENCE

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Kuhlmann Leavitt Design, 199

Kym Abrams Design, 167, 190

L

languages, abstract

geometric, 54–55, 54–55

organic, 56–57, 56–57

layout

image, compositional strategies, 158–159,

158–159. See also composition

Lee, Kyi Sun, 230

letter-perfect, 226-241

lifestyles, 94–95, 94–95

lines, 66–67, 66–67

loupes, 14, 14–15

LSD, 184

lucite brayers, 14, 14–15

M

marketing brochures, 228–229, 228–229

material, ordering, 18, 18

mats, 14, 14–15

Maurice Redmond/Feuer, 179, 205, 206

messaging, using color to enhance, 24, 24

metaphors, visual, 74–75, 74–75

modular grids, 150–151, 150–151

moods, 90–91, 90–91

N

naturalistic images, 42–43, 42–43

negative space, 16, 16

Neoclassical (Modern) Serif, 28, 28

O

objects, cropping of, 155, 155

organic languages, 56–57, 56–57

organization, 17. See also composition

orientation, 18, 18

ornamental patterns, 64–65, 64–65

P

Paarpiloten, 232, 240

packaging systems, 210–215, 210–215

page divisions

diagonal, 144–145, 144–145

organic, 144–145, 144–145

orthogonal, 142–143, 142–143

palettes

formal, 78–79, 78–79, 82–83, 82–83

limiting, 26, 26

maximizing, 26, 26

monochrome, 84–85, 84–85

one color + neutral, 80–81, 80–81

three-color, 82–83, 82–83, 84–85, 84–85

two-color, 78–79, 78–79, 80–81, 80–81

paragraph breaks, 122–123, 122–123

patterns

concrete: photographic, 62–63, 62–63

geometric: curves, 68–69, 68–69

geometric: grids, 70–71, 70–71

geometric: lines, 66–67, 66–67

ornamental, 64–65, 64–65

People Design, 169, 176, 194, 203

photographic patterns, 62–63, 62–63

photography

color and toning treatments, 46–47, 46–47

customizing, 20, 20

form manipulations, 50–51, 50–51

texture and fi lter treatments, 48–49, 48–49

pictorial staples, 38–75

places, 90–91, 90–91

posters/ad campaigns, 200–207, 200–207,

232–235, 232–235

precision rulers, 14, 14

preliminary prep, 14

preparation, 14

product packaging, 170–173, 170–173

products, 94–95, 94–95

project strategies, 160–241

book design, 220–225, 220–225

cover design, 164–169, 164–169, 228–229,

228–229

editorial pages, 238–241, 238–241

fi rst impressions, 162–185

heart of the matter, 208–225

image-driven ads, 180–185, 180–185

letter-perfect, 226–241

packaging systems, 210–214, 210–215,

230–231, 230–231

posters/ad campaigns, 200–207, 200–207,

232–235, 232–235

retail display, 196–199, 196–199

setting the stage, 186–207

single-product packaging, 170–173, 170–173

websites, 174–179, 174–179, 216–219, 216–219

,

236–237, 236–237

proportion, 18, 18

proximity, 18, 18

psychology, color, 24, 24

R

rag problems, 32, 32

reader-friendly text, crafting, 32–33, 32–33

Red Canoe, 172, 224

retail display, 196–199, 196–199

rhythm, 18, 18

Rolfe, Jasen D., 191

rotational alignment, 18, 18

rulers, 14, 14

runners, 128–129, 128–129

S

sable brushes, 14, 14–15

Sägenvier Design Kommunikation, 207

scale, 17, 18, 18

scenes, cropping of, 154, 154

Sciandra, Francesca, 179, 213

script

fl orid scripts, 28, 28

italic/script hybrids, 28, 28

seasons, 90–91, 90–91

Serif/Sans Hybrids, 28, 28

setting the stage, 186-207

shapes, basic, 40–41, 40–41

Shim, Julie, 224

Shinnoske, Inc., 173, 202

signs: visual metaphors, 74–75, 74–75

silhouetted images, 35, 35

simple websites, 174–179, 174–179,

236–237, 236–237

single family theory, 29, 29

single-product packaging, 170–173, 170–173

Slab Serif, 28, 28

Song, Sung Soo, 185, 193

space, 16, 16

spatial presentations, 140–159

editorial structure, 152–153, 152–153

folio/runner placement, 152–153, 152–153

grids, 146–151, 146–151

image cropping, 154–157, 154–157

image layout, 158–159, 158–159

page divisions, 142–145, 142–145

spatial progression, 18, 18

spiraling, 18, 18

spot- and process-color swatch books, 14, 14

stepping, 18, 18

Stereotype Design, 185, 235

Stim Visual Communication, 214

storefront window promotion, 196–198, 196–198

straightedges, 14, 14–15

structural focus, 18, 18

Studio Cuculíc, 185, 213, 214

studio knives, 14, 14–15

stylized image languages, 44–45, 44–45

Sunwoo, Ann Im, 194

Surface, 195

Suthern Design, 223

swatch books, 14, 14

symbols: visual metaphors, 74–75, 74–75

symmetry, 19, 19

T

Tactical Magic, 184

techniques, basic, 13–35

for building strong composition, 16–17

choosing and combining typefaces, 28–29

(RAY)

Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn

#175 Dtp:204 Page:244

242-248_26153.indd 244 7/12/11 9:07 PM