The Language of Graphic Design

Job No:11-22360 Title:RP-Language of Graphic Design

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Job No:11-22360 Title:RP-Language of Graphic Design

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76

introduction

Anyone trying to communicate in a new language has to first

gain a complete understanding of its fundamentals; the ABCs of

that language—definitions, functions, and usage. The Language of

Graphic Design provides graphic design students and practitio-

ners with an in-depth understanding of the fundamental elements

and principles of their language—graphic design—what they are,

why they are important, and how to use them effectively.

Similar books on the market today limit their focus and con-

tent to a student audience, using their work only to demonstrate

a premise. This book goes beyond the student experience. It in-

cludes work by some of the most successful and renowned prac-

titioners from around the world and how they have applied these

fundamental principles to their work. By examining both student

and professional work, this comprehensive handbook is a more

meaningful, memorable, and inspiring reference tool for novice

design students as well as young designers starting their careers.

The foundation of any successful graphic designer relies

upon an understanding of the fundamentals of graphic design.

Throughout a designer’s education and career, these basic tenets

are constantly referred to for inspiration and provide the basis for

designing meaningful, memorable, and communicative work.

lan·guage \'lan-gwij, -wij\ n

1 a: the words, their pronunciation, and

the methods of combining them used

and understood by a community

2 b: form or manner of verbal expression;

specif: style

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Job No:11-22360 Title:RP-Language of Graphic Design

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th e la n guag e of gr ap hic d es i gn

Additionally, dictionary definitions begin each chapter to

illustrate one of my convictions as a teacher. I have always rein-

forced to my students the value of the written word. Furthermore,

I have stressed that words should never be taken for granted.

Graphic designers are visual interpreters; however, we can’t be ef-

fective communicators without first having a deep and continued

appreciation and respect for narrative form. To further this point,

I insist that my students always refer to a dictionary to remind

themselves of the meaning of words (familiar or not). I believe this

strengthens their understanding of what they ultimately need to

interpret visually. With this book, I hope to achieve the same with

you—the reader.

Visual communications, like written and verbal communica-

tions, involve analysis,

planning, organizing, and,

ultimately, problem solv-

ing. When you write or

speak, you intuitively choose which words to use and how to use

them together to effectively communicate your message. In visual

communications, the same end result can be achieved; however,

the graphic designer needs to be as intuitive.

To understand visual communications, a graphic designer has

to first understand by “seeing.” To develop this discipline or visual

sense is similar to learning a new language with its own unique al-

phabet, lexicon (vocabulary), and syntax (sentence structure). This

book provides clear and concise information that will enhance

visual literacy, while using dy-

namic, memorable, visual ref-

erences to inform, inspire, and

reinforce a sense of “seeing.”

The Language of Graphic Design is organized in twenty-six

chapters with each chapter defining a fundamental element (basic

building blocks of the graphic designer’s vocabulary) and prin-

ciple of graphic design. Please note that the inclusion of twenty-six

elements and principles should not be interpreted as a definitive

number—they are solely a reference to the standard alphabet; the

building blocks for Western language.

Each chapter includes a narrative and visual sidebar referenc-

ing a historical graphic design benchmark to further illustrate

each element or principle being explored, while continuing with

an in-depth, illustrated overview of what it is, why it is important,

and how to use it effectively.

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“It’s not what you look at that matters,

it’s what you see.”

Henry DaviD THoreau (1817–1862), American, Author, Naturalist, Poet

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