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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

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

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

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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

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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