Where do design principles come from? Are they abstract rules established by professionals or do they have roots in human experience? And if we encounter these visual phenomena in our everyday lives, how do designers use them to attract our attention, orient our behavior, and create compelling and memorable communication that stands out among the thousands of messages we confront each day? Today's work in visual communication design shifts emphasis from simply designing objects to designing experiences; to crafting form that acknowledges cognitive and cultural influences on interpretation. In response, Meredith Davis and Jamer Hunt provide a new slant on design basics from the perspective of audiences and users. Chapters break down our interactions with communication as a sequence of meaningful episodes, each with related visual concepts that shape the interpretive experience. Explanatory illustrations and professional design examples support definitions of visual concepts and discussions of context. Work spans print, screen, and environmental applications from around the world. This introduction to visual communication design demystifies the foundational concepts that underpin professional design decisions and shape our experiences in a complex visual world.
Foreword CHAPTER 1 - The importance of form The relationship between form and context: Goodness of fit Form and meaning A little bit of history: Twentieth-century attitudes toward good form New practices: The changing context for contemporary design The shift in attention from artifact to experience How this book is organized CHAPTER 2 - Getting attention Introduction Contrast Figure-Ground Camouflage Color Size constancy Scale Proportion Proximity Focus Layering Symmetry/Asymmetry Closure Continuity Series and Sequences Pattern Rhythm and Pacing Motion Summary CHAPTER 3 - Orienting for use and interpretive behavior Introduction Affordances Channel Medium and Format Feedback Wayfinding Mapping Hierarchy Reading Pattern Grouping Edge Relationships Direction Point of View Summary CHAPTER 4 - Interpreting, interacting, and experiencing Introduction Legibility and Readability Denotation and Connotation Framing Abstraction Icon, Index, and Symbol Materiality Substitution Metaphor Parallel Form Appropriation Ambiguity Cognitive Dissonance Summary CHAPTER 5 - Extending and retaining meaning Introduction Schemas and Stereotypes Narrative Archetypes Mnemonics Chunking Redundancy Graphic Identity Branding Summary CONCLUSION Bibliography Index
Accessing your eBook through Kortext
Once purchased, you can view your eBook through the Kortext app, available to download for Windows, Android and iOS devices. Once you have downloaded the app, your eBook will be available on your Kortext digital bookshelf and can even be downloaded to view offline anytime, anywhere, helping you learn without limits.
In addition, you'll have access to Kortext's smart study tools including highlighting, notetaking, copy and paste, and easy reference export.
To download the Kortext app, head to your device's app store or visit https://app.kortext.com to sign up and read through your browser.
NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).
