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Definition: The visual presentation of information Goal: The communication of a specific message to a specific
group of people; the success of a design is measured by how well that message is conveyed
Tools: Signs and symbols, typography and layout, illustration, the digital realm
Changes: Three historical changes created the high demand for this industry:
Printing pressIndustrial RevolutionTravel, communication, & technology
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Chapter Ten
Graphic Design
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Symbols: These convey information or ideas for all languages.
Logos and trademarks:Symbols that represent the company or its product gain meaning through effective advertising. They play a major part in the identity of a corporation.
Figure 10.1 Yin-yang symbol & swastika.
Signs and Symbols
Graphic Design
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Graphic designers are often asked to create symbols that embody ideas.
© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.
Figure 10.2 Cook and Shanosky Poster for the U.S. Department of Transportation, 1974.
Figure 10.3 Paul Rand logos.
Graphic Design
Signs and Symbols
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Typography: the arrangement and appearance of letters
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Figure 10.7 Dürer, Treatise on Measurement, 1525.
Figure 10.8 Joan Dobkin, Leaflet for Amnesty International.
Typography and Layout
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Layout: A blueprint for work in print to hold the viewer’s attention
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Figure 10.9 Layouts for the New York-New Haven railroad schedule.
Typography and Layout
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Illustration: An image created to accompany words
Figure 10.10 Henri de Toulouse-Lautrec, La Goulou at the Moulin Rouge, 1891.
Word and Image
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Figure 10.11 John Maeda, UCLA Catalog, 2004.
Figure 10.12 TBWA/Chiat/Day, iPod Silhouette ad campaign, 2004.
Word and Image
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Figure 10.14 Cassidy Curtis, Graffiti Archeology, 2004-present.
Motion and Interactivity
Figure 10.15 W. Bradford Paley, A TextArc, 2003.
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Chapter Ten
Graphic Design and Illustration
Definition: The visual presentation of information Goal: The communication of a specific message to a specific
group of people; the success of a design is measured by how well that message is conveyed
Tools: Signs and symbols, typography and layout, illustration, the digital realm
Changes: Three historical changes created the high demand for this industry:
Printing pressIndustrial RevolutionTravel, communication, & technology