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Visual Design: Ninety-five things you need to know. Told in Helvetica and dingbats.

Book Description

Visual Design speaks design, through design, to designers, presenting 95 core design principles with concise text and a touch of visual wit. Author of the bestselling Index series on design basics, Jim Krause uses a combination of Helvetica and Dingbats to teach a wide range of design topics (both conceptually and compositionally related) in a one-topic-per-spread format. Using humor, practical tips, and inspiring visual examples, Krause makes it clear how each of the 95 axioms of effective design are relevant and applicable across all forms of visuals: print, Web, and fine arts.

In this book, you’ll learn how to:

  • Direct the eye through your designs using size relationships, color, visual pathways, and typographic hints

  • Design effective compositions through grids, frames, outlines, dynamic spacing, symmetry, asymmetry, shading, patterns, and textures

  • Fool the eye with shadows, depth, op-art, and visual subtraction

  • Understand how color works and how to use it effectively

  • See and use type by understanding type rules as well as when and how to break them

  • Visual Design is the first title in the brand new New Riders Creative Core series, which aims to provide instruction on the fundamental concepts and techniques that all designers must master to become skilled professionals.

    Table of Contents

    1. Title Page
    2. Copyright Page
    3. Table of Contents
    4. Introduction
    5. Chapter 1. Setting the Stage
      1. 1 Proportional Considerations
      2. 2 Defining Boundaries
      3. 3 Margins
      4. 4 Columns
      5. 5 Grids
      6. 6 Defying the Grid
      7. 7 Backdrops
      8. 8 Backdrop Panels
    6. Chapter 2. Filling Spaces
      1. 9 Dynamic Spacing
      2. 10 Static Placement
      3. 11 Symmetry vs. Asymmetry
      4. 12 Aligning, and Not
      5. 13 The Golden Ratio
      6. 14 Over and Under
      7. 15 Alternative Orientations
      8. 16 Minimalism
      9. 17 Intentional Complexity
    7. Chapter 3. Directing the Eye
      1. 18 Visual Hierarchy
      2. 19 Associations
      3. 20 Framing
      4. 21 Guiding with Color
      5. 22 Linework
      6. 23 Pointing Elements
      7. 24 Flow and Containment
      8. 25 Cover and Interior Connections
    8. Chapter 4. Delivering Visuals
      1. 26 Graphic Simplification
      2. 27 Building with Shapes
      3. 28 Thematic Imagery
      4. 29 Effects
      5. 30 Representational Art
      6. 31 Photography
      7. 32 Cropping and Containment
      8. 33 Objects as Windows
    9. Chapter 5. Considering Style
      1. 34 Consistency
      2. 35 The Character of a Curve
      3. 36 Appropriateness
      4. 37 Value and Conveyance
      5. 38 The Styles of Others
      6. 39 Mixing It Up
      7. 40 Conveyances of Era
    10. Chapter 6. Entertaining the Eye
      1. 41 Visual Texture
      2. 42 Repetition
      3. 43 Pattern
      4. 44 Depth and Illusion
      5. 45 Perspective
      6. 46 Callouts
      7. 47 Intentional Chaos
    11. Chapter 7. Color Awareness
      1. 48 Color Perception
      2. 49 Hue, Saturation, and Value
      3. 50 Value Over All
      4. 51 Wheels of Color
      5. 52 Color Associations
      6. 53 Finalizing Palettes
      7. 54 Digital Color Tools
    12. Chapter 8. Color and Conveyance
      1. 55 Intense Palettes
      2. 56 Muting Some, Muting All
      3. 57 Restraint and Punch
      4. 58 Energy Through Variety
      5. 59 Color Connectivity
      6. 60 Working Within Limits
    13. Chapter 9. Typography
      1. 61 Types of Type
      2. 62 Typographic Voices
      3. 63 Type and Trend
      4. 64 Seeing Subtlety
      5. 65 The Spaces Between
      6. 66 Typographic Hierarchy
      7. 67 Typographic Customization
      8. 68 Assent, Dissent
    14. Chapter 10. Infusing with Intangibles
      1. 69 The Importance of Theme
      2. 70 Controlling Conveyances
      3. 71 Juxtaposition
      4. 72 Evaluating Audience
      5. 73 Assessing Competition
      6. 74 Brainstorming
      7. 75 Banking Ideas
      8. 76 Question Everything
    15. Chapter 11. Avoiding Unsightliness
      1. 77 Decide
      2. 78 Be Aware
      3. 79 Establish Pecking Order
      4. 80 Value Values
      5. 81 Mind Tangents
      6. 82 See with Fresh Eyes
    16. Chapter 12. Practical Matters
      1. 83 CMYK
      2. 84 Process Printing Know-How
      3. 85 Paper
      4. 86 Press Checks
      5. 87 Digital Printing
      6. 88 WYSIWYG?
      7. 89 Is It Safe Yet?
    17. Chapter 13. Inspiration and Education
      1. 90 Learn from the Greats
      2. 91 Note, Examine, Comprehend
      3. 92 Other Worldly Beauty
      4. 93 Saving Visuals
      5. 94 Leave It Alone
      6. 95 Expand and Evolve
    18. Glossary
    19. Index