Visual Communication Design: An Introduction to Design Concepts in Everyday Experience
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.
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abstract action advertising April Greiman Art Chantry associated attention audience behavior Betty Crocker brand changes characteristics CMYK cognitive color communication design company’s complex composition Concept maps concepts connotations contrast create cultural experiences describe designer’s diagram direction edge environment example Figure figure-ground film focus frame graphic identity grid hierarchy iconic illustrate images important interaction interpretation Jan Tschichold layout legible letterforms logo Matthew Carter meaning memory metaphor movement Museum narrative objects organization orient Otto Neurath particular Paula Scher people’s perception photographs physical poster printed proportional qualities readers reading pattern relationships role schema screen sequence shape signage signs smartphone social space specific SPIN Magazine story strategy structure style symbols task things today’s twentieth century typeface typically typography understand users viewers visual field Walker Art Center wayfinding words x-height