Graphic communications today

Foreword

Preface

Dedication

ch. 1. Visual communication

The power and magic of graphic communication

Visual communication : an introduction

Vision : shining some light on the physiology of sight

Communication models : the communication process

Visual communications theory

Graphics in action

ch. 2. From cave walls to modern visual communication

Graphic communication today : connecting past legacies

Design and visualizing

Language through the ages

Graphics in action

ch. 3. Type : the basic ingredient

Typology : an overview

Type function

A confusion of terms

Anatomy of type

Type classification and type groups

Measurement of types

Type specification

Important points to remember

Graphics in action

ch. 4. Creative typography

Creative roots run deep

Using type creatively

Readability is crucial

Sacred cows make tantalizing steaks

Creative strategies : explode copy-heavy pages

Graphics in action

ch. 5. Design : shaping media architecture

Design : inventing endless solutions

Five principles of design : balance, proportion, sequence, emphasis, and unity

Design, layout, and design stages

Graphics in action

ch. 6. Color : the wonder and resonance of light

The quest for color

Color : a powerful communication tool

Sight : physical and psychological implications of color

Color terms and reproduction

Selecting colors for harmony

Color strategies

Graphics in action

ch. 7. Art and illustration

Illustration : a brief overview

Commercial art

The role of the illustrator

Info-graphics : presentation and telling stories visually

Stock art

Parting shot

Graphics in action

ch. 8. Photography : the magic of light writing

Light, camera, magic

Documentary photography : truth with an agenda

Photojournalism : telling stories visually

Sports photography : capturing images on the fly

Composition : structuring the photographic image

The moving image

Commercial work : persuasive photography in media

Technical issues of printing photography

Captions : fleshing out the image and its relevance, details, and message

Graphics in action

ch. 9. Printing, paper, and production

The art of crafting the printed word

Printing processes

Paper

Ink : colorful solutions

Special printing processes

Pre-production : getting it right

Pre-production & post production tips

Graphics in action

ch. 10. Designing for public relations

Today's corporate image : black eyes and greener pastures

Public relations : and overview

The annual report : the Swiss Army knife of communication

Graphics in action

ch. 12. Newsletters

Newsletters : the stepchildren of marketing communications?

Newsletter : an old medium comers of age

A public relations tool

Designing a newsletter

Newsletter components

Graphics in action

ch. 12. Identity and collateral materials

Identity : hospitality. packaging, product and logo design

Hospitality and packaging : dressed to sell

Branding : red spider and branding strategy

Letterheads : making an impression

The envelope : making an entrance

Collateral : supplemental media

Delivery : getting the business

Graphics in action

ch. 13. Advertising design

Advertising : garden or ghetto of commerce?

Design and advertising

Developing a creative strategy : the advertising concept

Advertising elements

Outdoor advertising : "markets in motion"

The One Club

Television spots : art, storyboard, copy, action

The advertising campaign

Portfolios : preparing your book - showing your best side

Advice to aspiring advertising creatives

Graphics in motion

ch. 14. Magazine design and redesign

Kit Hinrichs : telling stories visually

Magazine design : a brief history

Big and small magazines are basically the same

Basic magazine terminology

Good design reflects content

Long-range decisions

Magazine design : assembling the parts into a whole

Magazine redesign

Magazines : a post script or parting shot

Graphics in actions

ch. 15. An overview, brief history, and analysis of newspaper design

Newspapers today : function, form and formats

The development of newspaper design

The colonial era format

The traditional format

How to analyze a publication

Graphics in action

ch. 16. Delivering the news : newspaper design and redesign

Developing a design philosophy

Redesign : age, audience, architecture, and process

The redesign plan

Newspaper redesign : a mini case history

Newspaper redesign and typography

The front page : making an entrance

Inside pages

Future of newspaper design

Graphics in action

ch. 17. New media : the Internet, websites, interactivity, animation and multimedia

A hitchhiker's guide to the information highway and cyberspace : a brief history and overview

Designing for new media

Multimedia

The future of the web, interactive formats, and multimedia

Graphics in action

Glossary

Index.