communicating through graphic design, 2nd edition, table of … · the industrial revolution 9...
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Copyright ©2021 Davis Publications, Inc., Worcester, MA
All rights reserved. No part of this publication may be repro-duced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any storage and retrieval system now known or to be invented, except by a re-viewer who wishes to quote brief passages in connection with a re-view written for inclusion in a magazine, newspaper, or broadcast.
Publisher: Julian WadeSenior Editor: Missy NicholsonEditor: Lydia Keene-KendrickDigital Curriculum Director and Editor: Robb SandagataConsulting Editor: Helen RonanEditorial Assistant: Amanda HebsonContributing Writers: Jon Krasner, Justin Pierce, Alissandra SeelausDesign: Douglass Scott and Tyler Kemp-BenedictProduction Assistance: Laura Bidwa, Tom Fiorelli, Victoria Hughes-Waters, Eve LehmannProgramming: Tagen Informatics and Ten24Video Production and Editing: Jesse Blanchard of Goat & Yeti and Justin Pierce
Education ConsultantsDeborah Alden, School of Art, Design, and Media, Nanyang Tech-nological University, Singapore
Pamela Dishberger, Franklin High School, Franklin, MA
William Hillson, Pratt Institute, Graduate Communications De-sign Department, New York, NY
Jon Krasner, Fitchburg State University, Fitchburg, MA
Justin Pierce, William Amos Hough High School, Cornelius, NC
Marilyn Proctor-Givens, Lincoln High School, Tallahassee, FL
Alissandra Seelaus, Cherry Creek High School, Greenwood Village, CO and Dulaney High School, Lutherville-Timonium, MD
Alyssa Taranto, Franklin High School, Franklin, MA
CarolAnn Tebbetts, Franklin High School, Franklin, MA
Ryan Twentey, Parkville High School, Parkville, MD
DedicationTo all students of graphic design.
About the Authors [Updates TK]
Kevin Gatta is design director of Gatta Design & Co., Inc. He is a Distinguished Professor for the Graduate Communications Design Department at Pratt Institute. Kevin co-authored and designed Foundations of Graphic Design (Davis Publications, 1990) and authored its teacher’s edition in 1994. Through the years, Kevin gained experience at Herb Lubalin Associates; The Pushpin Group; and the Pushpin affiliate David Pocknell & Co. in Essex, England. Kevin lives with his family in Brooklyn, New York.
Claire Mowbray Golding is a freelance writer and editor with over twenty-five years’ experience in educational publishing in art. She spent 23 years as an editor at Davis Publications before leaving to pursue a life-long interest in writing. She is the author of What’s That Bird? (with Joseph Choiniere, Storey Publishing, 2005) and has won awards for her poetry. She lives in Princeton, Massachusetts.
Contents Part One The Nuts and Bolts of Graphic Design
Chapter 1 What Is Graphic Design?Overview 3
Design Is All Around You 4
A Brief History 5The Birth of Writing 5Early Printing 7The Industrial Revolution 9Photography 10Into the Modern Age 11Graphic Design Today 14
Design History: Gutenberg and His Bible 8
What Does a Graphic Designer Do? 15
Why Is Graphic Design Important? 17
How to…Give and Receive Feedback 18
Design in a Nutshell 19
Design Brief: Chart Your Graphic Life 21
Career Profile: Stefan Sagmeister and Jessica Walsh, Designers and Art Directors 24
Student Gallery 26
Chapter Review 27
Chapter 2 The Art of Graphic DesignOverview 29
Elements of Art 30Line 30Shape and Form 31Space 32Texture 34Color, Value, and Light 35
Design History: Art Deco in America 33
Principles of Design 40Balance 41Movement and Rhythm 43Emphasis and Dynamics 45Unity and Variety 46Pattern 47Proportion 48Contrast 49Closure 50Expression 50Illusion and Reality 52Symbolic Communication 54
How to…Critique a Graphic Design 51
Acknowledgments [Updates TK]
The authors would like to extend sincere thanks to a long list of graphic designers, students, friends, colleagues, and total strang-ers who have provided help, advice, images, text suggestions, and countless other gifts, large and small, that have made it easier to create this book. The list includes, but is not limited to: Mike Aron, Annie Arroyo, Scott Benson, Warren Bernard, Pooja Bha-gat, Ellen Bolotin, Jason Calfo, Mark Gallagher, Allison Gillette (Museum of Performance and Design, San Francisco), Bill Hilson, Tyler Kemp-Benedict, Ellen Lupton, Pat Meehan, Scott Menchin, Jane Monast (Strathmore Paper), Charles Olshever (theatreprint.com), Lyle Owerko, Laddawan Prawatyotin, Stefan Sagmeister, Sandy Sanderson, Laura Savard, Rena Schwartz, Doug Scott, Ben Solomon, David Taylor, John Terence Turner, Craig Roland, Mark Ross (dotdash), Victoria Hughes-Waters, and Christina Yung.
At Davis Publications, we enthusiastically thank Wyatt Wade, who arranged for us to work together and then spent two years asking us when we were going to be finished; Reba Libby, whos e schedul-ing abilities, patience, and understanding have become precious to us; Jane McKeag, a positive and energizing spirit under any circumstances; Lydia Keene-Kendrick, the pinch hitter everyone dreams about; Holly Hanson-Pearlstein, whose web advice is as welcome as her singing voice; Karl Cole, the Eminence behind our digital image set; Julia McCandless (thanks for that cover work!), Tom Fiorelli and his eagle-like photographic eye, Hana Johnson for her production help, and Donna Young, Georgiana Rock, David Coen, Sam Keefe, and a whole host of other contributors.
Kevin’s final note: A heartfelt thanks to my friends Gusty and Marilyn, and to my parents Rita and Pasco. A special thanks to my family: Barbara, Luke, Dominic, and Mary, for their patience when I spent extra time needed in the studio.
Claire’s final note: And to my dear family—Donc, Heather, and Emma—I’d like to offer these words, as did Albus Dumbledore:
Nitwit, blubber, oddment, tweak
(If only books just took a week…).
Image Credits
See page __.
Printed in the United States of America
ISBN 978-1-61528-966-0
Library of Congress Control Number: 2019XXXXXX
10 9 8 7 6 5 4 3 2 1
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Photography 82How Photography Works 83Using a Digital Camera 84Format and Workflow 85Composition 87Lenses 90
Design Fundamentals: Color and Value 91
Managing Images 92Image File Formats 92Color Processes 94Archiving 95
How to…Use Metadata to Organize Photos 96
Images and Ethics 97Copyright 97Licensing 98Plagiarism 98
Design Brief: Songbook of Myself 99
Career Profile: Nicole Tadgell, Illustrator 102
Student Gallery 104
Chapter Review 105
Chapter 4 The Design ProcessOverview 107
The Basic Steps 108Define the Challenge 108Research 110Brainstorming 113Sketching 115Design Direction 118Comps 120Client Review 120Last Steps 122
A Case Study: Expect to Sleep Again 109Step 1: The Design Challenge 109Step 2: Research, Research, Research 112Step 3: Brainstorming 114Step 4: Sketching 116Step 5: Client Review 121
How to…Visualize by Sketching 117
Design History: The Evolution of the Poster 123
Design Components 125Typography 125Images 132Using Color 134
How to…Design with Type 127
How to…Use Dummy Type 130
Design Fundamentals: Space and Balance 131
The Path to a Final Product 135
Design Brief: Identifying My Mix 137
Career Profile: Chris Calori, Environmental Graphic Designer 140
Student Gallery 142
Chapter Review 143
Design Brief: A Simple Story: Capturing a Classic with Minimalism 55
Career Profile: Arem Duplessis, Designer 58
Student Gallery 60
Chapter Review 61
Chapter 3 Image Creation for DesignOverview 63
Illustration 64Warming Up 66Observational Drawing 67Exploring Other Illustration Media 72Composition 73Showing Perspective 75The Human Figure 80
Design History: The Golden Age of Comics 65
vi vii
Photography 82How Photography Works 83Using a Digital Camera 84Format and Workflow 85Composition 87Lenses 90
Design Fundamentals: Color and Value 91
Managing Images 92Image File Formats 92Color Processes 94Archiving 95
How to…Use Metadata to Organize Photos 96
Images and Ethics 97Copyright 97Licensing 98Plagiarism 98
Design Brief: Songbook of Myself 99
Career Profile: Nicole Tadgell, Illustrator 102
Student Gallery 104
Chapter Review 105
Chapter 4 The Design ProcessOverview 107
The Basic Steps 108Define the Challenge 108Research 110Brainstorming 113Sketching 115Design Direction 118Comps 120Client Review 120Last Steps 122
A Case Study: Expect to Sleep Again 109Step 1: The Design Challenge 109Step 2: Research, Research, Research 112Step 3: Brainstorming 114Step 4: Sketching 116Step 5: Client Review 121
How to…Visualize by Sketching 117
Design History: The Evolution of the Poster 123
Design Components 125Typography 125Images 132Using Color 134
How to…Design with Type 127
How to…Use Dummy Type 130
Design Fundamentals: Space and Balance 131
The Path to a Final Product 135
Design Brief: Identifying My Mix 137
Career Profile: Chris Calori, Environmental Graphic Designer 140
Student Gallery 142
Chapter Review 143
Design Brief: A Simple Story: Capturing a Classic with Minimalism 55
Career Profile: Arem Duplessis, Designer 58
Student Gallery 60
Chapter Review 61
Chapter 3 Image Creation for DesignOverview 63
Illustration 64Warming Up 66Observational Drawing 67Exploring Other Illustration Media 72Composition 73Showing Perspective 75The Human Figure 80
Design History: The Golden Age of Comics 65
viii ix
Part Two Graphic Design Challenges
Chapter 5 Identity DesignOverview 145
Identity Past and Present 146
Ways to Show Identity 148
Symbols and Logos 149
Design History: Paul Rand 150
Design Notes: Web Design 151
Stationery 153
How to…Simplify an Image 154
Graphics for Three-Dimensional Packaging 155
Album Covers 157
Flags and Banners 158
Uniforms and Insignia 159
Design Fundamentals: Unity and Variety 160
Money 161
Looking Ahead: Identity Design 162
Design Brief: Club Communication 163
Career Profile: Laura Savard, Brand Expressionist® 166
Student Gallery 168
Chapter Review 169
Chapter 6 Publications DesignOverview 171
Looking Back 172
Books 174
Newspapers 177
Design Notes: Guide to the Front Page 179
Magazines 180
Design Notes: Anatomy of a Magazine Article 181
Design History: Magazine Design: Vogue 182
Newsletters 183
Design Fundamentals: Emphasis and Movement 184
Annual Reports 185
How to…Set Up and Use Style Sheets 186
Looking Ahead: Publications Design 188
Design Brief: A Newsletter Design 189
Career Profile: Douglass Scott, Graphic Designer 192
Student Gallery 194
Chapter Review 195
Chapter 7 Advertising DesignOverview 197
A Little Advertising History 198Radio and Television 199
Posters 200
Billboards 201
Design History: Shaking Up Madison Avenue 202
Space Ads 203
Design Fundamentals: Proportion and Scale 204
How to…Design an Effective Banner Ad 205
Direct Mail 207
Ads for TV and Online Media 208
Design Notes: A Media Guru on Reaching a Market 209
Looking Ahead: Advertising 210
Design Brief: Poster for a School Event 211
Career Profile: Jason Calfo, Creative Director 214
Student Gallery 216
Chapter Review 217
Chapter 8 Information and Experience DesignOverview 219
A Look Back 220
Maps 222
Design Notes: Road Culture 224
Signage 225
Design History: The 1968 Olympics 227
Charts, Diagrams, and Infographics 228
How to…Create Effective Infographics 230
Design Fundamentals: Line 232
Exhibit Design 233
Experience Design 235
Looking Ahead: Information and Experience Design 236
Design Brief: Mapping a Significant Place 237
Career Profile: Maya Rhinehart, User Experience (UX) Designer 240
Student Gallery 242
Chapter Review 243
viii ix
Part Two Graphic Design Challenges
Chapter 5
Identity DesignOverview 145
Identity Past and Present 146
Ways to Show Identity 148
Symbols and Logos 149
Design History: Paul Rand 150
Design Notes: Web Design 151
Stationery 153
How to…Simplify an Image 154
Graphics for Three-DimensionalPackaging 155
Album Covers 157
Flags and Banners 158
Uniforms and Insignia 159
Design Fundamentals: Unity and Variety 160
Money 161
Looking Ahead: Identity Design 162
Design Brief: Club Communication 163
Career Profile: Laura Savard, Brand Expressionist® 166
Student Gallery 168
Chapter Review 169
Chapter 6
Publications DesignOverview 171
Looking Back 172
Books 174
Newspapers 177
Design Notes: Guide to the Front Page 179
Magazines 180
Design Notes: Anatomy of a Magazine Article 181
Design History: Magazine Design: Vogue 182
Newsletters 183
Design Fundamentals: Emphasis and Movement 184
Annual Reports 185
How to…Set Up and Use Style Sheets 186
Looking Ahead: Publications Design 188
Design Brief: A Newsletter Design 189
Career Profile: Douglass Scott, Graphic Designer 192
Student Gallery 194
Chapter Review 195
Chapter 7
Advertising DesignOverview 197
A Little Advertising History 198Radio and Television 199
Posters 200
Billboards 201
Design History: Shaking Up Madison Avenue 202
Space Ads 203
Design Fundamentals: Proportion and Scale 204
How to…Design an Effective Banner Ad 205
Direct Mail 207
Ads for TV and Online Media 208
Design Notes: A Media Guru on Reaching a Market 209
Looking Ahead: Advertising 210
Design Brief: Poster for a School Event 211
Career Profile: Jason Calfo, Creative Director 214
Student Gallery 216
Chapter Review 217
Chapter 8
Information and Experience DesignOverview 219
A Look Back 220
Maps 222
Design Notes: Road Culture 224
Signage 225
Design History: The 1968 Olympics 227
Charts, Diagrams, and Infographics 228
How to…Create Effective Infographics 230
Design Fundamentals: Line 232
Exhibit Design 233
Experience Design 235
Looking Ahead: Information and Experience Design 236
Design Brief: Mapping a Significant Place 237
Career Profile: Maya Rhinehart, User Experience (UX) Designer 240
Student Gallery 242
Chapter Review 243
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Chapter 9
Design in MotionOverview 245
A Brief History of Motion 246
Motion Fundamentals 248Observing Motion 248 Animation and Frames 252 Timing and Spacing 255
Design Fundamentals: Animation Principles 250
How to…Animate a Human Action 253
How to…Plan Timing and Spacing 256
Handmade Animation 258
Design History: Lotte Reiniger’s Silhouette Animations 260
Computer-Based Animation 261
Space and Time (Again) 262 Layers 263
Creating Motion Graphics 264Why Use Motion? 264 Generating Ideas 265Telling a Good Story 266Other Considerations 269 Making Your Work Stand Out 271
How to… Make a Storyboard 267
Design Notes: Game Design 268
Looking Ahead: Design in Motion 272
Design Brief: PSA Metaphor in Motion 273
Career Profile: Karin Fong, Film and Television Title Designer 276
Student Gallery 278
Chapter Review 279
Part Three Careers in Graphic Design
Chapter 10
Working as a Graphic DesignerOverview 000
What to Expect as a Graphic Designer 000Portrait of a Graphic Designer 000Portrait of a Good Employee 000
Design History: The Design Profession 000
Getting the Training You Need 000Teaching Yourself 000Graphic Design Programs 000
Presenting Yourself and Your Work 000Portfolios 000
Design Fundamentals: Hierarchy in a Portfolio 000
How to…Develop Your Résumé 000
Finding a Job 000Looking for Opportunities 000Applying for a Job 000Interviewing 000Multiple Job Offers 000Rejection 000
How to…Evaluate Job Offers 000
Working in Design 000Working for a Design Agency 000Working as a Freelance Graphic Designer 000
Keeping Up with the Graphic Design Industry 000
Working Ethically 000Copyright 000Plagiarism 000Using Fonts 000Using Images 000
Cybersecurity 000
Looking Ahead: Working as a Graphic Designer 000
Design Brief: A Design Team Project 000
Career Profile: Tyler Kemp-Benedict, Freelance Graphic Designer 000
Student Gallery 000
Chapter Review 000
Timeline of Graphic Design 000
Names to Know 000
Handbook 000
Image Credits 000
Glossary 000
Index 000
x xi
Chapter 9
Design in MotionOverview 000
A Brief History of Motion 000
Motion Fundamentals 000Observing Motion 000Animation and Frames 000Timing and Spacing 000
Design Fundamentals: Animation Principles 000
How to…Animate a Human Action 000
How to…Plan Timing and Spacing 000
Handmade Animation 000
Design History: Lotte Reiniger’s Silhouette Animations 000
Computer-Based Animation 000Space and Time (Again) 000Layers 000
Creating Motion Graphics 000Why Use Motion? 000Generating Ideas 000Telling a Good Story 000Other Considerations 000Making Your Work Stand Out 000
How to… Make a Storyboard 000
Design Notes: Game Design 000
Looking Ahead: Design in Motion 000
Design Brief: PSA Metaphor in Motion 000
Career Profile: Karin Fong, Film and Television Title Designer 000
Student Gallery 000
Chapter Review 000
Part Three Careers in Graphic Design
Chapter 10
Working as a Graphic DesignerOverview 281
What to Expect as a Graphic Designer 282Portrait of a Graphic Designer 282 Portrait of a Good Employee 285
Design History: The Design Profession 284
Getting the Training You Need 286
Teaching Yourself 286 Graphic Design Programs 287
Presenting Yourself and Your Work 288Portfolios 288
Design Fundamentals: Hierarchy in a Portfolio 291
How to…Develop Your Résumé 292
Finding a Job 293
Looking for Opportunities 293 Applying for a Job 295 Interviewing 296Multiple Job Offers 298 Rejection 298
How to…Evaluate Job Offers 299
Working in Design 300
Working for a Design Agency 301 Working as a Freelance Graphic Designer 305
Keeping Up with the Graphic Design Industry 308
Working Ethically 309Copyright 310 Plagiarism 310 Using Fonts 311 Using Images 312
Cybersecurity 313
Looking Ahead: Working as a Graphic Designer 314
Design Brief: A Design Team Project 315
Career Profile: Tyler Kemp-Benedict, Freelance Graphic Designer 318
Student Gallery 320
Chapter Review 321
Timeline of Graphic Design 322
Names to Know 332
Handbook 339
Image Credits 365
Glossary 368
Index 375