DiMarco J. Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques
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THE ALL-INCLUSIVE GUIDE—FROM THEORY
TO PRACTICE—FOR PRINT AND WEB DESIGN
A
ny well-conceived print or Web design features the dynamic interplay
between visual artistry and technical skill. It becomes important, therefore,
for the designer to cultivate an aesthetic eye as well as develop a high
degree of computer savvy.
By combining basic theory with hands-on technique, Digital Design for Print and
Web takes the unique approach of uniting two subjects traditionally approached
separately into one complete volume. As a result, you will gain a clearer
understanding of the entire creative process, from project management to
working with graphics to designing for print and, ultimately, the Web. In this
book, you’ll fi nd:
• Full-color text and illustrated, step-by-step instruction supported by
more than 75 video tutorials
• Coverage of professional software including the Adobe Creative Suite
• A wide variety of inspirational images from well-known designers
• Online full-length project assignments from entry level to advanced
An ideal resource for design students or practitioners, Digital Design for Print
and Web will show you to how to create more effectively and guide you on the
path toward digital design mastery.
JOHN D
IMARCO, PHD, is Assistant Professor at St. John’s University as well as
creator and founder of PortfolioVillage.com. He is the author of Web Portfolio Design
and Applications and Computer Graphics and Multimedia: Applications, Problems,
and Solutions.
Cover Design: John DiMarco
GRAPHIC DESIGN
978-0470-39836-4
4-COLOR
GLOSSY
John DiMarco
DIGITAL DESIGN FOR PRINT AND WEB
DIMARCO
AN INTRODUCTION TO THEORY, PRINCIPLES,
AND TECHNIQUES
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Digital Design for Print and Web
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Digital Design for Print and Web
An Introduction to Theory, Principles,
and Techniques
John DiMarco, Ph.D.
John Wiley and Sons
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This book is printed on acid-free paper.
Copyright © 2010 by John Wiley & Sons, Inc. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
DiMarco, John, 1969–
Digital design for print and web : an introduction to theory and techniques / by John DiMarco.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-470-39836-4 (pbk. : alk. paper) 1. Commercial art—Data processing. 2. Graphic arts—Data
processing. 3. Web sites—Design. I. Title.
NK1520.D56 2009
741.6--dc22
2009033990
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
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To my partner and my love, Kimberly, and my boys, David and Jack.
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Contents
Preface xi
Acknowledgments xiii
Part One theory and Principles 1
Chapter 1 Communication Goals 3
Chapter Objectives 3
What Is Graphic Communication? 4
Information 9
What Is Information? 9
Principles and Goals: Design for Information 10
Persuasion 14
What Is Persuasion? 14
Principles and Goals: Design for Persuasion 17
Education 18
What Is Education? 18
Principles and Goals: Design for Education 19
Entertainment 21
What Is Entertainment? 21
Principles and Goals: Design for Entertainment 21
References 24
Notes 25
Chapter 2 Design: Denition and Devices 27
Chapter Objectives 27
Design as a Problem-Solving Tool 28
What Is Design? 28
Design Devices 44
Space, Format, and Structure 44
References 56
Chapter 3 Design: Elements and Principles 59
Chapter Objectives 59
The Visual Pieces 60
Line 60
Shape 61
Texture 62
Value 62
Color 63
Type and Typography 73
Design Principles 83
Evaluating and Critiquing Your Work 93
References 94
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viii Contents
Chapter 4 Conceptualization and Planning 97
Chapter Objectives 97
Inspiration 98
Seven-Step Design Process 98
Identify 99
Research 101
Target 103
Conceptualize 104
Create 107
Revise 108
Evaluate 108
Digital Design Project Types 108
Possibilities 108
Annual Reports and Business Reports 110
Announcements, Invitations, and Postcards 110
Advertising 111
Books 112
Brochures and Collateral 114
Calendars 115
Catalogs 115
Direct Mail and Direct Response 116
Environmental Graphics 116
Internet Design 118
Letterhead and Stationery (Corporate Identity) 119
Logos 121
Newsletters 122
Packaging 123
POP, Signs, and Billboards 124
Posters 124
Publication Design 127
References 129
Part twO techniques 131
Chapter 5 Raster Graphics 133
Chapter Objectives 133
Digital Imaging and Raster Graphics 134
Raster Graphics for Print and Web 135
Raster Graphics Techniques 136
Document Setup 137
Layers and Compositing 140
Selections 144
Masks 158
Color 161
Shape Basics 167
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