Nelson Higher Education

Higher Education

Graphic Design Theory

  • Meredith Davis
  • ISBN-10: 0500289808
  • ISBN-13: 9780500289808
  • 0 Pages | Paperback
  • COPYRIGHT: 2012 Published
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Overview

About the Product

A comprehensive introduction to graphic design theory.

This textbook combines an analysis of historical thinking about design with contemporary critical theory. Throughout, explanations are linked to visual concepts, so the book is useful for studio instruction as well as freestanding lecture courses on history or theory. Promoting rigorous thinking as well as practical and technical proficiency, it encourages students to critique the professional design work they encounter, as well as their own studio practice. New thinking about graphic design, uniting a historical perspective with an essential critical background, is made accessible to students—this thinking would otherwise be available only in diverse and unsuitable readings.

Features

  • BALANCED AND AUTHORITATIVE The author has played a crucial role in the development of graphic design as a field of academic study in the United States, and her expertise ensures a balanced, thorough exploration of the discipline.

  • EMPHASIZES INTELLECTUAL RIGOR An essential resource for developing broad critical-thinking skills as well as practical and technical experience, the text meets a growing demand for an understanding of design theories.

  • VISUAL EXAMPLES ILLUMINATE THE TEXT A wealth of images demonstrate how practicing designers have applied theories addressed throughout the text, including Swiss typography in relation to modernist theory and magazine design from the 1980s in relation to postmodernism.

Table of Contents

Contents
Introduction

PART 1: LAYING THE GROUNDWORK

Chapter 1: Communication Models: Representing Thought and Action
The Shannon/Weaver Model of Communication
The Emmert/Donaghy Model of Communication
Berlo’s Message Components
The Message Cycle
Summary

Chapter 2: The Nature of Representation: What and How Things Mean
What Do We Mean by Representation?
The Context of Culture
Choosing an Appropriate Sign
Ordering the Elements within the Representation
Matching the Representation to Its Context of Use
Summary

Chapter 3: The Dimensions of Context
The Fit between Form and Context
The Scale of Context
The Cognitive Context for Design: How We Are Alike and Different
The Socio-Cultural Context for Design: The Search for Pattern
The Technological Context for Design: Material Matters
The Physical Context for Design: Everything Is Relational
The Economic Context for Design: Expanding the Definition of “Cost”
Summary

PART 2: THEORY FROM 1900 TO THE PRESENT

Chapter 4: The Language of the Visual World
Ferdinand de Saussure: The Birth of Semiotics
Charles Sanders Peirce: A Pragmatist’s Approach
Roland Barthes: A Bridge to Post-Structuralism
Summary

Chapter 5: Modernism
A New Century
Striving for Objectivity and Logic
Searching for the Universal
The Troublesome Issues of Class and Style
The Growth of Advertising
Summary

Chapter 6: Post-Modernism
Signs of Discontent
The Reader Writes the Text
One versus Many
Metaphor and Metonymy
Cultural Position
Vernacular, Appropriated, and Default Forms
Hyperreality and Living in the Image
Summary

Chapter 7: A New Paradigm
The Insight of Marshall McLuhan
A Convergence of Media
Complicity and Experience
The Changing Notion of Audience
A New Paradigm
Summary

Conclusion
Timeline
Notes
Further Reading
Glossary
Index