Synopses & Reviews
Packaging the Brand is a detailed discussion of the most overtly commercial area of graphic design.
Packaging represents the largest overlap between the disciplines of graphic design and branding. While many other areas of design may be commercial to an extent, the success of a piece of packaging design is inextricably linked with its ability to sell a product.
This book discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience, and examines the entire lifespan of a piece of packaging: from its manufacture and construction, its display in various retail environments, to its eventual disposal and the associated environmental concerns.
Synopsis
"Basics Design 03: Typography" examines a fundamental area of graphic design.
Typography is the means by which a written idea is given a visual form. Effective use of typography can produce a neutral effect or rouse the passions, symbolise artistic, political or philosophical movements, or express the personality of a person or organization. This book aims to impart a comprehensive understanding of typography, to explore its history, theory and practice.
Aimed at both students and practising designers, it provides a thorough examination of how typography informs other aspects of creative design.
Synopsis
The Fundamentals of Typography (second edition) is an updated version of the popular first edition of this book, in which Ambrose and Harris introduce the fundamental principles of typographic theory and practice. It covers a wide range of subjects, including the history of typography, typographic detailing and the use of creative typography across a range of media. Packed with clear explanations, expanded illustrations and historical and contemporary examples from leading practitioners around the world, this book offers an essential guide to the subject of typography and its role within graphic design. The second edition includes considerable new and revised content from the authors, including new case studies and student exercises.
About the Author
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Gavin Ambrose studied at Central St Martins and is a practising graphic designer. Gavin’s current commercial practice includes clients from the arts sector, publishers and advertising agencies. He is the co-author and designer of several books on branding, packaging and editorial design.
Paul Harris studied at the London College of Printing and has gone on to become a freelance writer, journalist and editor. Paul writes for international magazines and journals in London and New York, including
Dazed & Confused. He is co-author of and collaborator on several books about
graphic design.\''
Table of Contents
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Introduction
How to get the most out of this book
Chapter 1 - A brief history
The history of type
Chapter 2 - A few basics
Typefaces and fonts
Typeface anatomy
Relative and absolute measurements
X-height
Basic terminology
Majuscule and minuscule
Set width
Baseline grid
The Golden Section
Standard paper sizes
The page - how we read
Dividing the page
Chapter 3 - Letterforms
Type families
Typeweight variations
Frutiger\\\'s grid
Types of serif
Superscript and subscript
Numerals
Punctuation
Character spacing
Expert sets and special characters
Ligatures, dipthongs and logotypes
Small capitals
Italic and oblique
Type classification systems
Type classification in practice
Chapter 4 - Words and paragraphs
Calculating line lengths
Kerning and letterspacing
Automated kerning tables
Alignment
Word spacing, hyphenation and justification
Type detailing
Leading
Indents
Indexes
Type size
Display type
Reversing type
Wraps and runarounds
Chapter 5 - Using type
Hierarchy
Colour
Surprint, overprint and knockout
Printing and type realisation
Type on screen
Grids and fonts
Generating type
Legibility and readability
Texture
Type as image
Type in the environment
Scale
Vernacular
Appropriation
Typographic democracy
Ownership
Appendix
Proof marks
Concluion
Contacts
Glossary
Index
Font index \\n
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