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The Non-Designer’s Design Book, Third Edition

Book Description

A lot has happened in the world of digital design since the first edition of this title was published, but one thing remains true: There is an ever-growing number of people attempting to design pages with no formal training. This book is the one place they can turn to find quick, non-intimidating, excellent design help from trusted design instructor Robin Williams. This revised classic--now in full color--includes a new section on the hot topic of Color itself. In The Non-Designer's Design Book, 3rd Edition, Robin turns her attention to the basic principles that govern good design. Readers who follow her clearly explained concepts will produce more sophisticated and professional pages immediately. Humor-infused, jargon-free prose interspersed with design exercises, quizzes, and illustrations make learning a snap--which is just what audiences have come to expect from this best-selling author.

Table of Contents

  1. Copyright
    1. Dedication
  2. Is this book for you?
  3. Design Principles Is this book for you?
    1. 1. The Joshua Tree Epiphany
      1. The four basic principles
        1. Umm . . .
    2. 2. Proximity
      1. Summary of proximity
        1. The basic purpose
        2. How to get it
        3. What to avoid
    3. 3. Alignment
      1. Summary of alignment
        1. The basic purpose
        2. How to get it
        3. What to avoid
    4. 4. Repetition
      1. Summary of repetition
        1. The basic purpose
        2. How to get it
        3. What to avoid
    5. 5. Contrast
      1. Summary of contrast
        1. The basic purpose
        2. How to get it
        3. What to avoid
    6. 6. Review
      1. Proximity
      2. Alignment
      3. Repetition
      4. Contrast
        1. Little Quiz #1: Design principles
        2. Little Quiz #2: Redesign this ad: Suggestions for designing an ad
      5. Summary
    7. 7. Using Color
      1. The amazing color wheel
      2. Color relationships
        1. Complementary
        2. Triads
        3. Split complement triads
        4. Analogous colors
      3. Shades and tints
        1. Make your own shades and tints
        2. Monochromatic colors
        3. Shades and tints in combination
      4. Watch the tones
      5. Warm colors vs. cool colors
      6. How to begin to choose?
      7. CMYK vs. RGB; print vs. web
        1. CMYK
        2. RGB
        3. Print vs. web color models
    8. 8. Extra Tips & Tricks
      1. Creating a package
      2. Business cards
        1. Business card size
        2. Tips on designing business cards
          1. Format
          2. Type size
          3. Create a consistent image on all pieces
      3. Letterhead and envelopes
        1. Tips on letterhead and envelope design
          1. Envelope size
          2. Create a focal point
          3. Alignment
          4. Second page
          5. Faxing and copying
      4. Flyers
        1. Tips on designing flyers
          1. Create a focal point
          2. Use subheads that contrast
          3. Repetition
          4. Alignment
      5. Newsletters
        1. Tips on designing newsletters
          1. Alignment
          2. Paragraph indents
          3. Not Helvetica!
          4. Readable body copy
      6. Brochures
        1. Tips on designing brochures
          1. Contrast
          2. Repetition
          3. Alignment
          4. Proximity
      7. Postcards
        1. Tips on designing postcards
          1. What’s your point?
          2. Grab their attention
          3. Contrast
      8. Newspaper ads
        1. Tips on designing newspaper ads
          1. Contrast
          2. Type choices
          3. Reverse type
      9. Web sites
        1. Tips on designing web pages
          1. Repetition
          2. Clarity/Readability
  4. Designing with Type
    1. 9. Type (& Life)
      1. Concord
      2. Conflict
      3. Contrast
      4. Summary
        1. But . . .
    2. 10. Categories of Type
      1. Oldstyle
      2. Modern
      3. Slab serif
      4. Sans serif
      5. Script
      6. Decorative
      7. Be conscious
        1. Little Quiz #3: Categories of type
        2. Little Quiz #4: Thick/thin transitions
        3. Little Quiz #5: Serifs
      8. Summary
    3. 11. Type Contrasts
      1. Size
      2. Weight
      3. Structure
      4. Form
      5. Direction
      6. Color
      7. Combine the contrasts
      8. Summary
        1. Little Quiz #6: Contrast or conflict
        2. Little Quiz #7: Dos and don’ts
      9. An exercise in combining contrasts
  5. Extras
    1. 12. So, Does it Make Sense?
      1. The process
      2. An exercise
      3. Okay—redesign this!
    2. 13. Answers to Quizzes
      1. Answers: Quiz #1 (page 86)
      2. Answers: Quiz #2 (page 87)
      3. Answers: Quiz #3 (page 161)
      4. Answers: Quiz #4 (page 162)
      5. Answers: Quiz #5 (page 163)
      6. Answers: Quiz #6 (page 194)
      7. Answers: Quiz #7 (page 195)
    3. 14. Typefaces in this Book
      1. Primary faces
      2. Modern
      3. Oldstyle
      4. Slab serif
      5. Sans serif
      6. Script
      7. Ornaments
      8. Decorative
  6. Appendix
    1. OpenType
    2. Mini-glossary
    3. Resources
  7. Back Matter
    1. About this book
    2. About this author
    3. Some of the other books I’ve written