11
Design for Communication
Graphic Design Is Not Art .............................................. 12
Graphic Design Is Not the Same as Commercial Art .. 12
Graphic Design Is Visual Communication .................... 14
Semiotics ........................................................................ 16
Depth of Meaning .......................................................... 20
Perceiving Visual Messages .......................................... 24
The Communicative Quality of Color ........................... 28
The Role of Design in Everyday Life .............................. 32
39
The Design Process
Research ........................................ 42
Developing the Creative Brief ...... 46
Concept Development ..................48
Selling the Idea ..............................52
Executing the Concept or Idea .....52
Keeping a Design
Process Record .......................61
63
Page Layout & Design
The Grid .........................................68
Page Elements ..............................71
Visual Hierarchy ............................83
Introduction
9
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Selected Bibliography
184
Directory of Contributors
186
85
Common Design Jobs
Client Considerations ...................86
Advertisements .............................88
Printed Collateral ..........................90
Invitation Design ...........................91
Posters ...........................................92
Brochure Design ...........................95
Publication Design ........................98
Annual Reports .............................102
Catalog Design ..............................108
113
Corporate Identity
An Identity Is Not a Brand ..............114
Identity Design Considerations .....119
Components of an
Identity Program ......................130
145
Branding
The Importance of Branding ........147
Branding Basics ............................152
Defi ning the Brand’s Audience ....156
Brand Components ......................160
Package Design .............................162
Branding in the
Retail Environment ..................168
Glossary
176
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Provision-Complete Graphic Designer
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proof
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proof
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