Where do design principles come from? Are they abstract "rules" established by professionals or do they have roots in human experience? And if we encounter these visual phenomena in our everyday lives, how do designers use them to attract our attention, orient our behavior, and create compelling and memorable communication that stands out among the thousands of messages we confront each day? Today's work in visual communication design shifts emphasis from simply designing objects to designing experiences; to crafting form that acknowledges cognitive and cultural influences on interpretation. In response, Meredith Davis and Jamer Hunt provide a new slant on design basics from the perspective of audiences and users. Chapters break down our interactions with communication as a sequence of meaningful episodes, each with related visual concepts that shape the interpretive experience. Explanatory illustrations and professional design examples support definitions of visual concepts and discussions of context. Work spans print, screen, and environmental applications from around the world. This introduction to visual communication design demystifies the foundational concepts that underpin professional design decisions and shape our experiences in a complex visual world.
Aimed at introductory students in visual communication and graphic design, this book introduces the concepts of design through the focus of user experience.
Meredith Davis is an award winning educator and designer. She teaches at North Carolina State University and is the author of Graphic Design in Context: Graphic Design Theory as well as of numerous articles. She is the former president of the American Center for Design and the Graphic Design Education Association and is part of the accreditation commission for NASAD (National Assn of Schools of Art & Design). Jamer Hunt teaches is Associate Professor of Transdisciplinary Design at Parsons New School of Design in NYC. He has served on the Board of Design and Culture and is on the Icograda Design Education Manifesto Steering Committee. He is the author of numerous articles.
Foreword CHAPTER 1 - The importance of form The relationship between form and context: Goodness of fit Form and meaning A little bit of history: Twentieth-century attitudes toward "good form" New practices: The changing context for contemporary design The shift in attention from artifact to experience How this book is organized CHAPTER 2 - Getting attention Introduction Contrast Figure-Ground Camouflage Color Size constancy Scale Proportion Proximity Focus Layering Symmetry/Asymmetry Closure Continuity Series and Sequences Pattern Rhythm and Pacing Motion Summary CHAPTER 3 - Orienting for use and interpretive behavior Introduction Affordances Channel Medium and Format Feedback Wayfinding Mapping Hierarchy Reading Pattern Grouping Edge Relationships Direction Point of View Summary CHAPTER 4 - Interpreting, interacting, and experiencing Introduction Legibility and Readability Denotation and Connotation Framing Abstraction Icon, Index, and Symbol Materiality Substitution Metaphor Parallel Form Appropriation Ambiguity Cognitive Dissonance Summary CHAPTER 5 - Extending and retaining meaning Introduction Schemas and Stereotypes Narrative Archetypes Mnemonics Chunking Redundancy Graphic Identity Branding Summary CONCLUSION Bibliography Index