The Fundamentals of Graphic Design

Gavin Ambrose teaches at Brighton University and is a practicing graphic designer. He is the author of many highly regarded books for students covering all areas of design including The Layout Book, The Production Manual, Fundamentals of Typography and Design Genius among others. Paul Harris is a freelance writer and editor. His work has appeared in magazines and journals in both the US and Europe. He is a co-author and collaborator on numerous books on design. Nigel Ball is course leader for graphic design at the University of Suffolk, UK.

Introduction

Graphic design as a discipline
What is graphic design?/ What is a graphic designer? / Group structures and working methods / Graphic design today

Influences and creative elements
Graphic design: art or craft? / Industrialisation / Technology / Typography / Consumerism / Identity and branding / Social responsibility / Modernism and postmodernism / Nostalgia and rhetoric / Semiotics / Vernacular

The graphic design process
The brief / Articulating design / Sources of inspiration / Design as problem solving / Creative thinking / Wit and humour / Layers of meaning / Development and experimentation / Art direction / Prototyping / Commissioning art

Delivering the message
Print / Direct mail and digital marketing / Information design / Packaging / Screen design / Environmental design

Procuring work
Self-promotion / Portfolios

The production process
Basic tools / Digital tools / Specialist colour / File formats / Print finishing

Glossary
Organisations and online resources
Index
Acknowledgements