Fundamentals

of graphic design
Gavin Ambrose
Paul Harris
Gavin Ambrose + Paul Harris

Fundamentals of graphic design

Design by Gavin Ambrose

Production by AVA Book Production Pte Ltd, Singapore

Tel: +65 6334 8173
Fax: +65 6259 9830
Email: production@avabooks.com.sg

All reasonable attempts have been made to trace, clear and

credit the copyright holders of the images reproduced in this
book. However, if any credits have been inadvertently
omitted, the publisher will endeavour

All rights reserved. No part of this publication may be

reproduced, stored in a retrieval system or transmitted in any
form or by any means, electronic, mechanical, photocopying,
recording or otherwise, without permission of the copyright holder.

ISBN 2-940373-82-5 and 978-2-940373-82-6

An AVA Book 10 9 8 7 6 5 4 3 2 1¨

Published by AVA Publishing SA

Rue des Fontenailles 16
Case Postale
1000 Lausanne 6
Switzerland
Tel: +41 786 005 109
Email: enquiries@avabooks.ch
Distributed by Thames & Hudson (ex-North America)
181a High Holborn
London WC1V 7QX
United Kingdom
Tel: +44 20 7845 5000
Fax: +44 20 7845 5055
Email: sales@thameshudson.co.uk
www.thamesandhudson.com
North American Support Office
AVA Publishing
Tel: +1 908 754 6196
Fax: +1 908 668 1172
Email: enquiries@avabooks.ch

English Language Support Office

AVA Publishing (UK) Ltd.
Tel: +44 1903 204 455
Email: enquiries@avabooks.ch

Copyright © AVA Publishing SA 2009

 Contents 4
How to get the most out of this book 6
Introduction 8

Fundamentals 1 4
Graphic design as a discipline 10 Delivering the message 108
Influences and creative elements 24 Print 110
The graphic design process 72 Direct mail 116
What is graphic design? 12 Information design 118

of graphic design
What is a graphic designer? 14 Packaging 120
Group structures and working methods 16 Screen design 122
Graphic design today 22 Environmental design 126

2 5
Influences and creative elements 24 Procuring work 138
Gavin Ambrose Graphic design: art or craft? 26
Industrialisation 28
Self-promotion 140
Portfolios 146

Paul Harris Technology 32

Typography 38
Consumerism 44
Identity and branding 46
Social responsibility 56
Modernism and postmodernism 58
Nostalgia and rhetoric 64
Semiotics 66
Vernacular 70

3 6
The graphic design process 72 The production process 148
The brief 74 Basic tools 150
Articulating design 76 Specialist colour 156
Sources of inspiration 78 File formats 160
Design as problem solving 80 Print finishing 162
Creative thinking 84
Wit and humour 86
Layers of meaning 90
Development and
experimentation 92 Appendix 177
Art direction 96 Glossary 178
Prototyping 98 Index 190
Commissioning art 102 Acknowledgements 192
 The Fundamentals of Graphic Design / Introduction 9

Introduction
This book is about graphic design rather than being a book of graphic design. The
distinction may seem slight, but it is fundamental to this volume as it covers the gra- Transport and Water Management
phic design industry and its processes rather than simply functioning as a coffee-
-table book. However, this book also contains works from highly imaginative crea- This installation was created by Studio Myerscough for the
Design Museum in London for an exhibition of Work In Progress
tives, which are used to illustrate the fundamental principles and working methods by Ettore Sottsass. Its large-scale presence means a viewer is
that graphic designers employ in their day-to-day activities. captivated from afar due to theimpact of the glasses worn by
the architect-designer in the main panel. Notice how effective
the subtle use of colour is to draw attention to the name and
titles as it contrasts with the black-and-white backdrop.

Transport and Water Management

Pictured is a folder created by Faydherbe / De Vringer for the Transport and
Water Management Inspectorate following the addition of new divisions,
which contains postcards with panoramic views from the archives of the
Dutch Photo Museum by photographer Frits Rotgans, a pioneer in this field.
Each photo is used to represent a division and the folder was a present for
employees and their families.

Pure Design Classics poster Graphic design is a broad discipline that encompasses many different aspects and
elements. It can be difficult to explain as a fractured discipline because designers
This poster by Parent Design promotes an avant-garde furniture work in varied environments and may rarely, or never, engage in some aspects of
supplier. It uses a strong grid and is printed on bible paper.
the practice. However, as a creative pursuit, there will always be a reason to en-
gage in other areas of the discipline. This book attempts to look at some of these
areas and provide a useful resource for designers, irrespective of the particular
field in which they work.

8 The Fundamentals of Graphic Design / Introduction

10 The Fundamentals of Graphic Design Graphic design as a discipline

What is graphic design?

Graphic design is a broad discipline that encompasses many different aspects and
elements. It can be difficult to explain as a fractured discipline because designers
work in varied environments and may rarely, or never, engage in some aspects of
Think! (opposite) the practice. However, as a creative pursuit, there will always be a reason to en-
gage in other areas of the discipline. This book attempts to look at some of these
Pictured is a folder created by Faydherbe / De Vringer for the Transport and
Water Management Inspectorate following the addition of new divisions,
areas and provide a useful resource for designers, irrespective of the particular
which contains postcards with panoramic views from the archives of the field in which they work.
Dutch Photo Museum by photographer Frits Rotgans, a pioneer in this field.
Each photo is used to represent a division and the folder was a present for
employees and their families.

The evolution of graphic design

The evolution of graphic design Graphic design developed As the power of colourful visual communication became
from the printing and publishing industry, with the term widely appreciated, graphic design grew from the need to
itself first used in the 1950s. At that time there was a clear provide visual communication to the consumer world and
demarcation within the different stages of the print produ- spread throughout different sectors of the economy, while
ction process, with specialist professionals or trades perfor- continuing to harness the technological developments that

Chapter 1
ming each one. These stages involved printers, scanners, progress brought forth. Technological development, parti-
photographic reproduction, graphic design, typesetters, cularly in the digital age, has revolutionised and rationalised
print buyers, film, proofreaders and production managers. the processes of print production. Trades such as type-
setting and artwork preparation have become obsolete, as

Graphic design as a discipline

The consumer economy that emerged in the western world they can now be performed by a designer. As a consequen-
following the Second World War brought with it the emer- ce, graphic design has developed into a multifunctional role
gence of bright and attractive packaging as competition that sees the designer playing a pivotal role in the producti-
between products intensified. The number of magazines on process. This demands great versatility and the need to
also began to increase, resulting in greater demand for communicate effectively with many different professionals.
This book is about graphic design rather than being a book of graphic design. The visually appealing designs. These coincided with develop- In the past, designers would have undertaken all aspects of
ments in print technology and opened up new production a job from the generation of ideas to hand-drawing
distinction may seem slight, but it is fundamental to this volume as it covers the gra- possibilities that designers were well placed to take advan-
phic design industry and its processes rather than simply functioning as a coffee- tage of. The success of graphic design helped to make it
even more indispensable.
-table book. However, this book also contains works from highly imaginative crea-
tives, which are used to illustrate the fundamental principles and working methods
that graphic designers employ in their day-to-day activities.

The Fundamentals of Graphic Design Graphic design as a discipline 11

The Fundamentals of Graphic Design
offers a unique overview of a challenging
and dynamic profession, covering a wide
range of disciplines and media, whilst
exploring the role of the graphic designer.

This book examines the various aspects

of the graphic design process including
working methods, typography, art
direction, environmental design,
self-promotion and print finishing.

Broken down into six chapters, The

Fundamentals of Graphic Design looks
at graphic design as a discipline, its
influences and creative elements, the
graphic design process, delivering key
messages, procuring work and the
production process. This book is an ideal
guide for anyone starting out, or seeking
a role in the world of graphic design.