Typographic Design

<p><b>The bestselling introduction to designing the written word</b></p> <p><i>Typographic Design: Form & Communication</i> is the definitive reference for graphic designers, providing a comprehensive introduction to the visual word. Done well, typopgraphy can communicate so much more than the words themselves. Typographic design determines how you feel about a message, the associations you make, and ultimately, the overall success of the communication. Typographic design extends from the page to the screen, and is a critical element of almost any graphic design project. This book provides essential guidance on everything related to type: from letterforms and negative space, to messaging, processes, and history, aspiring designers will find great utility in mastering these critical concepts.</p> <p>This new seventh edition has been fully updated with new coverage of contemporary typography processes, updated case studies, and new examples from branding, print, web, motion, and more. On-screen typographic design concepts are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and quizzes.</p> <ul> <li>Understand design factors as they relate to type</li> <li>Explore communication and typographic messaging</li> <li>Learn how typography has evolved, and where it is headed</li> <li>Adopt established approaches to designing with type</li> </ul> <p>The irony of typographic design is that, when done well, it often goes unnoticed—but its impact on a project’s overall success is undeniable. Typography can make or break a page, can enhance or overpower an image, and can obscure a message or bring it into sharp focus. It is one of the most powerful tools in the graphic designer’s arsenal, and <i>Typographic Design</i> is the complete, practical introduction.</p>