High School Graphic Design Textbook Table Of Contents

Copyright 2021 Davis Publications, Inc., Worcester, MAAcknowledgments [Updates TK]All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic ormechanical, including photocopying, recording, or any storageand retrieval system now known or to be invented, except by a reviewer who wishes to quote brief passages in connection with a review written for inclusion in a magazine, newspaper, or broadcast.The authors would like to extend sincere thanks to a long list ofgraphic designers, students, friends, colleagues, and total strangers who have provided help, advice, images, text suggestions, andcountless other gifts, large and small, that have made it easierto create this book. The list includes, but is not limited to: MikeAron, Annie Arroyo, Scott Benson, Warren Bernard, Pooja Bhagat, 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, BenSolomon, David Taylor, John Terence Turner, Craig Roland, MarkRoss (dotdash), Victoria Hughes-Waters, and Christina Yung.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 andJustin PierceEducation ConsultantsDeborah Alden, School of Art, Design, and Media, Nanyang Technological University, SingaporePamela Dishberger, Franklin High School, Franklin, MAWilliam Hillson, Pratt Institute, Graduate Communications Design Department, New York, NYJon Krasner, Fitchburg State University, Fitchburg, MAJustin Pierce, William Amos Hough High School, Cornelius, NCMarilyn Proctor-Givens, Lincoln High School, Tallahassee, FLAlissandra Seelaus, Cherry Creek High School, Greenwood Village,CO and Dulaney High School, Lutherville-Timonium, MDAlyssa Taranto, Franklin High School, Franklin, MAAt Davis Publications, we enthusiastically thank Wyatt Wade, whoarranged for us to work together and then spent two years askingus when we were going to be finished; Reba Libby, whos e scheduling abilities, patience, and understanding have become preciousto us; Jane McKeag, a positive and energizing spirit under anycircumstances; Lydia Keene-Kendrick, the pinch hitter everyonedreams about; Holly Hanson-Pearlstein, whose web advice is aswelcome as her singing voice; Karl Cole, the Eminence behind ourdigital image set; Julia McCandless (thanks for that cover work!),Tom Fiorelli and his eagle-like photographic eye, Hana Johnsonfor her production help, and Donna Young, Georgiana Rock, DavidCoen, Sam Keefe, and a whole host of other contributors.Kevin’s final note: A heartfelt thanks to my friends Gusty andMarilyn, and to my parents Rita and Pasco. A special thanks to myfamily: Barbara, Luke, Dominic, and Mary, for their patience whenI spent extra time needed in the studio.Claire’s final note: And to my dear family—Donc, Heather, andEmma—I’d like to offer these words, as did Albus Dumbledore:Nitwit, blubber, oddment, tweak(If only books just took a week ).CarolAnn Tebbetts, Franklin High School, Franklin, MARyan Twentey, Parkville High School, Parkville, MDImage CreditsDedicationTo all students of graphic design.See page .About the Authors [Updates TK]Kevin Gatta is design director of Gatta Design & Co., Inc. He is aDistinguished Professor for the Graduate Communications DesignDepartment at Pratt Institute. Kevin co-authored and designedFoundations of Graphic Design (Davis Publications, 1990) andauthored its teacher’s edition in 1994. Through the years, Kevingained 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.ContentsPart One The Nuts and Bolts of Graphic DesignChapter 1Chapter 2What Is Graphic Design?The Art of Graphic DesignOverview 3Overview 29Design Is All Around You 4Elements of Art 30Line 30Shape and Form 31Space 32Texture 34Color, Value, and Light 35A Brief History 5The Birth of Writing 5Early Printing 7The Industrial Revolution 9Photography 10Into the Modern Age 11Graphic Design Today 14Design History: Gutenberg and His Bible 8What Does a Graphic Designer Do? 15Why Is Graphic Design Important? 17How to Give and Receive Feedback 18Design in a Nutshell 19Design Brief:Chart Your Graphic Life 21Career Profile: Stefan Sagmeister andJessica Walsh, Designers and Art Directors 24Student Gallery 26Chapter Review 27Design History: Art Deco in America 33Principles of Design 40Balance 41Movement and Rhythm 43Emphasis and Dynamics 45Unity and Variety 46Pattern 47Proportion 48Contrast 49Closure 50Expression 50Illusion and Reality 52Symbolic Communication 54How to Critique a Graphic Design 51Printed in the United States of AmericaISBN 978-1-61528-966-0Library of Congress Control Number: 2019XXXXXX10 9 8 7 6 5 4 3 2 1Claire Mowbray Golding is a freelance writer and editor withover twenty-five years’ experience in educational publishing inart. She spent 23 years as an editor at Davis Publications beforeleaving to pursue a life-long interest in writing. She is the authorof What’s That Bird? (with Joseph Choiniere, Storey Publishing,2005) and has won awards for her poetry. She lives in Princeton,Massachusetts.ivv

Photography 82How Photography Works 83Using a Digital Camera 84Format and Workflow 85Composition 87Lenses 90Design Fundamentals: Color and Value 91Managing Images 92Image File Formats 92Color Processes 94Archiving 95How to Use Metadata to Organize Photos 96Design Brief:A Simple Story: Capturing a Classicwith Minimalism 55Career Profile: Arem Duplessis, Designer 58Student Gallery 60Chapter Review 61Images and Ethics 97Copyright 97Licensing 98Plagiarism 98Design Brief:Songbook of Myself 99Chapter 4The Design ProcessOverview 107The Basic Steps 108Define the Challenge 108Research 110Brainstorming 113Sketching 115Design Direction 118Comps 120Client Review 120Last Steps 122A 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 121How to Visualize by Sketching 117Design History: The Evolution of thePoster 123Design Components 125Typography 125Images 132Using Color 134How to Design with Type 127How to Use Dummy Type 130Design Fundamentals: Space and Balance 131The Path to a Final Product 135Design Brief:Identifying My Mix 137Career Profile: Chris Calori,Environmental Graphic Designer 140Student Gallery 142Chapter Review 143Career Profile: Nicole Tadgell, Illustrator 102Student Gallery 104Chapter Review 105Chapter 3Image Creation for DesignOverview 63Illustration 64Warming Up 66Observational Drawing 67Exploring Other Illustration Media 72Composition 73Showing Perspective 75The Human Figure 80Design History: The Golden Age of Comics 65vivii

Photography 82How Photography Works 83Using a Digital Camera 84Format and Workflow 85Composition 87Lenses 90Design Fundamentals: Color and Value 91Managing Images 92Image File Formats 92Color Processes 94Archiving 95How to Use Metadata to Organize Photos 96Design Brief:A Simple Story: Capturing a Classicwith Minimalism 55Career Profile: Arem Duplessis, Designer 58Student Gallery 60Chapter Review 61Images and Ethics 97Copyright 97Licensing 98Plagiarism 98Design Brief:Songbook of Myself 99Chapter 4The Design ProcessOverview 107The Basic Steps 108Define the Challenge 108Research 110Brainstorming 113Sketching 115Design Direction 118Comps 120Client Review 120Last Steps 122A 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 121How to Visualize by Sketching 117Design History: The Evolution of thePoster 123Design Components 125Typography 125Images 132Using Color 134How to Design with Type 127How to Use Dummy Type 130Design Fundamentals: Space and Balance 131The Path to a Final Product 135Design Brief:Identifying My Mix 137Career Profile: Chris Calori,Environmental Graphic Designer 140Student Gallery 142Chapter Review 143Career Profile: Nicole Tadgell, Illustrator 102Student Gallery 104Chapter Review 105Chapter 3Image Creation for DesignOverview 63Illustration 64Warming Up 66Observational Drawing 67Exploring Other Illustration Media 72Composition 73Showing Perspective 75The Human Figure 80Design History: The Golden Age of Comics 65vivii

Part Two Graphic Design ChallengesChapter 7Advertising DesignChapter 5Identity DesignOverview 197Identity Past and Present 146A Little Advertising History 198Radio and Television 199Ways to Show Identity 148Posters 200Symbols and Logos 149Billboards 201Design History: Paul Rand 150Design History: Shaking Up MadisonAvenue 202Overview 145Design Notes: Web Design 151Space Ads 203Stationery 153How to Simplify an Image 154Graphics for Three-DimensionalPackaging 155Album Covers 157Chapter 6Publications DesignOverview 171Design Fundamentals: Proportionand Scale 204How to Design an Effective Banner Ad 205Direct Mail 207Ads for TV and Online Media 208Chapter 8Information andExperience DesignFlags and Banners 158Looking Back 172Uniforms and Insignia 159Books 174Design Fundamentals: Unity and Variety 160Newspapers 177Money 161Design Notes: Guide to the Front Page 179Looking Ahead: Identity Design 162Magazines 180Design Brief:Poster for a School Event 211Design Brief:Club Communication 163Design Notes: Anatomy of a MagazineArticle 181Career Profile: Jason Calfo,Creative Director 214Career Profile: Laura Savard,Brand Expressionist 166Design History: Magazine Design: Vogue 182Student Gallery 216Charts, Diagrams, and Infographics 228Newsletters 183How to Create Effective Infographics 230Student Gallery 168Chapter Review 217Design Fundamentals: Emphasis andMovement 184Design Fundamentals: Line 232Annual Reports 185Experience Design 235Chapter Review 169How to Set Up and Use Style Sheets 186viiiDesign Notes: A Media Guru on Reachinga Market 209Overview 219Looking Ahead: Advertising 210Maps 222A Look Back 220Design Notes: Road Culture 224Signage 225Design History: The 1968 Olympics 227Exhibit Design 233Looking Ahead: Publications Design 188Looking Ahead: Information andExperience Design 236Design Brief:A Newsletter Design 189Design Brief:Mapping a Significant Place 237Career Profile: Douglass Scott,Graphic Designer 192Career Profile: Maya Rhinehart, User Experience(UX) Designer 240Student Gallery 194Student Gallery 242Chapter Review 195Chapter Review 243ix