Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques

Preface xi

Acknowledgments xiii

Part One Theory and Principles 1

Chapter 1 Communication Goals 3

Chapter Objectives 3

What is Graphic Communication? 4

Information 9

What is Information? 9

Principles and Goals: Design for Information 10

Persuasion 14

What is Persuasion? 14

Principles and Goals: Design for Persuasion 17

Education 18

What is Education? 18

Principles and Goals: Design for Education 19

Entertainment 21

What is Entertainment? 21

Principles and Goals: Design for Entertainment 21

References 24

Notes 25

Chapter 2 Design: Definition and Devices  27

Chapter Objectives 27

Design as a Problem-Solving Tool 28

What is Design? 28

Design Devices 44

Space, Format, and Structure 44

References 56

Chapter 3 Design: Elements and Principles  59

Chapter Objectives 59

The Visual Pieces 60

Line 60

Shape 61

Texture 62

Value 62

Color 63

Type and Typography 73

Design Principles 83

Evaluating and Critiquing Your Work 93

References 94

Chapter 4 Conceptualization and Planning 97

Chapter Objectives 97

Inspiration 98

Seven-Step Design Process 98

Identify 99

Research 101

Target 103

Conceptualize 104

Create 107

Revise 108

Evaluate 108

Digital Design Project Types 108

Possibilities 108

Annual Reports and Business Reports 110

Announcements, Invitations, and Postcards 110

Advertising 111

Books 112

Brochures and Collateral 114

Calendars 115

Catalogs 115

Direct Mail and Direct Response 116

Environmental Graphics 116

Internet Design 118

Letterhead and Stationery (Corporate Identity) 119

Logos 121

Newsletters 122

Packaging 123

POP, Signs, and Billboards 124

Posters 124

Publication Design 127

References 129

Part Two Techniques 131

Chapter 5 Raster Graphics  133

Chapter Objectives 133

Digital Imaging and Raster Graphics 134

Raster Graphics for Print and Web 135

Raster Graphics Techniques 136

Document Setup 137

Layers and Compositing 140

Selections 144

Masks 158

Color 161

Shape Basics 167

Retouching Basics 169

Type in Digital Imaging Applications 177

Bitmap Filters 180

Layer Effects 181

Final Output for Print 184

Final Output for Web 188

Design Assignment 190

Online Movie Lessons 191

Bibliography 191

Chapter 6 Vector Graphics 193

Chapter Objectives 193

Digital Illustration and Vector Graphics 194

Vector Graphics for Print and Web 194

Vector Graphics Techniques 196

Document Setup 197

Layers and Templates 198

Color 201

Shapes and Paths 208

Typography 221

Final Output for Print 226

Final Output for Web 226

Design Assignment 226

Online Movie Lessons 227

Bibliography 227

Chapter 7 Digital Page Layout for Print  229

Chapter Objectives 229

Page Layout Techniques 232

Document Setup 232

Using Color 240

Text and Typography 245

Working with Images 257

Design Assignment 263

Online Movie Lessons 265

Bibliography 265

Chapter 8 Web Site Design and Development  267

Chapter Objectives 267

Creating a Web Site 269

The Design and Development Process 270

Web Design and Development Techniques 276

Web Design and Graphics Techniques 276

Web Development Techniques 296

Behaviors 312

Uploading Files to the Internet 319

Design Assignment 322

Online Movie Lessons 322

Bibliography 322

Figure Credits 323

Index 327

Appendices and online movie lessons are available at www.wiley.com/go/digitaldesign.