Fundamentals of Creative Design

180 Pages·2003·26.13 MB·English

by  Gavin Ambrose, Paul Harris

Gavin Ambrose and Peul Harris

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Design F

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through detaled expenaons lutte al exemplars ron

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The
Fundamentals
of

Creative
Design
contents

6> Introduction

staf oe0

B> Formats &
printing tecrvques

“The many shapes,
sizes and fold
patterns available
for printed matter
extend design
possibilities,

help achieve
slifferentiation
and car enhacwce
usability

10> 180 paper sizes
Teterass

hot atl te
20> pet Fn srs
Pte mane vesaion

202 choosing « page se

30> Layout

Whether for print
or sereen, the
fundamental
arinciples of page
fayout enable the
controlled and
visually apoealing
placement oF
‘graghic and text
elements within a
given space,
creating hierarchy
and order

qn seaserion &
Fhonacs rumoars
50> taseloe sel
Se Typography

The principles of
tyaogranny have
existed fo
sentur'es, but the
ease of use and che
ever increasing
possibilities of the
tligita age, mean
they have never

126> Image

‘Type ane Image
have tong been tre
basis of visual
commurication,

a potent -elatienship
‘hat can elict a
multituce of

hee’ more
important

38> 5 13> coloring mes

62> coming fants YBE> bouncersstires

of sation BT ins trazing

b> ycwnstin jeatiietsn ——-M4B> mene manipalet on

trackine
pest madera
nto fs tee
ype prscraiyy
lassi een syste
special -hare=ors

> Fariae's aid
11> extendes ty aries
120> soe dete ing

152 moving mage

154> Colour

Creatively uscd,
colaur can increase
visual appeal. An
inderstandiag of
the principles of
colour association
‘equips a designe:

to reliably control
colour usage and
‘maximise its impact

153 “eurcolor time
160 specials

162> wderstnting cor
65> cebas

170 certyling colour

172> conclusion

174> glossary of terms
‘An exalanation af
useful terminology

17> contacts
introduction

CREATIVE DESIGN IS IN SOMETHING OF A GOLDEN Tae eyioarceacs

AGE. NEVER BEFORE HAVE THE OPPORTUNITIES Wome reetgs aioe
AND OUTLETS BEEN SO BROAD AS SOCIETY CONTINUES SEQUEL
TO BECOME VISUALLY RICHER AND MORE ADVENTUROUS Sena ese

AND TECHNOLOGICAL DEVELOPMENTS CONTINUE TC Eereusiea Tes
ADVANCE THE FRONTIERS OF THE VISUAL WORLD. WE LIVE nny ora

INA MEDIA-RICH AGE, ONE IN WHICH WE ARE BOMBARDED
FROM ALL SIDES BY FINELY TARGETED NICHE PRODUCTS.

AND SERVICES, EACH STRIVING TO GRAB OUR ATTENTION fanbase,
THROUGH THE ARTISTRY OF THE GRAPHIC DESIGNER. WE Deen
‘ARE SURROUNDED BY THEIR OUTPUT IN BOTH PRINT AND aes arr erik
ELECTRONIC FORMAT FROM ADVERTISING BILLBOARDS, Trou awet=3
SHAMPOO BOTTLES AND MAGAZINES TO TELEVISION AND esr?

THE INTERNET. Souk OER A UNIQUE

WITH $0 MUCH VYING FOR OUR ATTENTION, GETTING
NOTICED IN THE VISUAL MORASS AND QUICKLY ;
CREATING A GOOD IMPRESSION IS BECOMING ae
INCREASINGLY DIFFICULT. ATTHE SAME TIME,

‘TECHNOLOGY IS DEMOCRATISING CREATIVE DESIGN

AND MAKING IT EASIER FOR NON-DESIGNERS TO

PRODUCE CREDIBLE WORK. AS A CONSEQUENCE, A

SOLID GRASP OF CREATIVE DESIGN FUNDAMENTALS

1S OF PARAMOUNT IMPORTANCE TO PRODUCE EFFECTIVE

AND EYE-CATCHING DESIGNS, A SOUND FOUNDATION

FROM WHICH CREATIVITY CAN FLOURISH
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