Visual Design Fundamentals: A Digital Approach / Edition 3

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Visual Design Fundamentals: A Digital Approach provides the foundation and background artists and designers need to understand the art of two-dimensional design. This full-color book explores the classic elements of design (line, shape, form, value, color, and texture) and their relationship with balance, harmony, variety and other classic design principles. The theories presented are well-established ideas in all forms of two-dimensional art and design, including drawing, painting, printmaking, graphics, and general design. These principles may also be applied to interior design, architecture, and industrial design. The various ideas covered are illustrated and taught through a variety of tutorials that use basic computer skills and techniques. The tutorials are designed to address classic tools and procedures common to all drawing programs such as Adobe Illustrator and Photoshop.

Key Features:

  • Presents the fundamentals of classic design in full-color, and explains how to use the computer to apply these fundamentals
  • Establishes a tie between humanist art ideals and the precise production qualities of the computer
  • Provides practical knowledge and techniques that can be applied across a variety of design areas (drawing, painting, graphic design, industrial design, architecture, etc.)
  • Offers a way to observe and design all forms of two-dimensional visual expression
  • Includes practical tutorials and projects
  • Includes a CD-ROM (Win/Mac) with the files needed to complete the detailed projects
About the Author:
Alan Hashimoto (Logan, UT) is an associate professor in the field of graphic design and computer art at Utah State University. He has created over 400 nationally published visual design solutions for more than a hundred national and international corporations, advertising firms, and design studios. His design experience includes corporate identities, packaging, editorial layout, illustration, interactive design, and animation.
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Product Details

  • ISBN-13: 9781584505815
  • Publisher: Cengage Learning
  • Publication date: 1/16/2009
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 416
  • Product dimensions: 7.40 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

Alan Hashimoto (Logan, UT) is an associate professor in the field of graphic design and computer art at Utah State University. He has created over 400 nationally published visual design solutions for more than a hundred national and international corporations, advertising firms, and design studios.His design experience includes corporate identities, packaging, editorial layout, illustration, interactive design, and animation. He is also the author of the first edition of Visual Design Fundaments: A Digital Approach.
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Table of Contents

Acknowledgments xv
Introduction xvii
Chapter 1 Design Elements 1
Introduction 1
Line 1
Line and Design 4
Line Direction 4
Shape 7
Shape and Design 8
Rectilinear Shapes 11
Curvilinear Shapes 15
Negative Space 17
Volume 19
Value 19
Value and Design 19
Color 21
Texture 22
Summary 23
Chapter 2 Principles of Design 25
Introduction 25
Gestalt 25
Unity or Harmony 26
Unity and Placement 27
Unity and Repetition 31
Unity and Rhythm 34
Unity Using Value 36
Unity and Continuity 36
Variety 40
Variety and Line 40
Variety and Visual Weight 42
Variety and Contrasting Types of Shapes 42
Focal Point and Visual Hierarchy 44
Balance 47
Summary 50
Chapter 3 Introduction to Content and From: Problem Solving and Digital Process 51
Introduction 51
Introduction to Design Projects 52
Conceptual Process 53
Step 1 Research and Define the Problem 53
Step 2 Preliminary Solutions, Organized List of Options, and Thumbnail Sketches 54
Step 3 Roughs. Refined Preliminary Visual Design Solutions and Alternatives 55
Step 4 Composites or Comps. The Final Preliminary Step in the Design Process 55
Step 5 The Final Design or Finish 58
Production Process 59
Computer Applications Used in Design 59
How to Use Design Applications and This Book 62
Summary 65
Chapter 4 Design Project One: Modular Design Project Part One 67
Introduction 67
Content 68
The Basic Problem Defined 68
Background 70
Conceptual Process 72
Production Process 73
Tutorial: Steps in Creating the Grid and Circle Patterns 74
Creating a New Document 74
Creating the Grid #1 The 3 x 3 Square Grid 74
Creating the Grid #2 The Triangle Grid 76
Creating the Grid #3 The Square and Circle Grid 77
Creating the Grid #4 The Circles 79
Tutorial: Steps in Creating Shapes Using the Grid and Circle Patterns as Guides 81
Using the Pen Tool 81
The First Design 82
The Second Design 84
The Third Design: Using the Pathfinder Palette 86
The Fourth Design 90
Creating the Fourth Shape 96
Summary 97
Chapter 5 Design Project One: Modular Design Project Part Two 101
Introduction 101
Content 102
The Basic Problem Defined 102
Background 102
Conceptual Process 104
Production Process 107
Scanning Basics 107
Tutorial: Scanning 108
Tutorial: Importing the File into Illustrator for Tracing 111
Tutorial: Tracing Your Roughs 114
Using Guides 115
Trace your Roughs: Primary Design I 117
Trace Your Roughs: Primary Design III 120
Questions You Should Ask Yourself 123
Summary 124
Chapter 6 Design Project Two: Letterforms and Shape 125
Introduction 125
Content 126
Defining the Basic Problem 126
Background 127
Tutorial: Production Process 134
Using the Type Tool in Illustrator 134
Converting Type to Paths: Create Outlines 135
Using the Transform Tools: Reflect and Scale 136
The Direct Selection Tool: "Pulling" Points 138
Changing Fills and Strokes Using the Toolbar 140
Using the Transform Tools: Rotate and Scale 140
Using the Pathfinder to Divide Shapes 142
Using Clipping Masks 144
Summary 145
Chapter 7 Design Project Three: Figure Abstraction and Non-Objective Shape 147
Introduction and the Basic Problem Defined 147
Content 148
Background 148
Conceptual Process 151
Design 1 Figure Abstraction 151
Designs 2, 3, and 4 Sequential Designs 154
Design 5 Asymmetrical Non-Objective Design 155
All Five Designs: Conceptual Process 155
Tutorial: Digital Production Process 157
Preparing your Project 157
Trace and Create the First Figure 159
Using the Pen and Convert Anchor Point Tools 160
Using the Reflect Tool and "Joining" Points 162
Using the Pathfinder 164
Using Group/Ungroup 168
Modify the Figure Moving Points and Handles 168
Using the Clipping Mask 170
Printing the Final File 171
Summary 172
Chapter 8 Design Project Four: Value 175
Introduction and the Basic Problem Defined 175
Content 176
Background 176
Conceptual Process 182
Tutorial: Traditional and Digital Production Process 184
Preparing Your Project 184
Creating the First Drawing 187
Creating the Simplified Drawing 187
Tracing the Image: Using Layers and Sublayers 189
The Swatches Palette 191
Finishing the Design 197
Summary 197
Chapter 9 Design Project Five: Color Theory 199
Introduction 199
Content 200
Background in Color Theory 200
Design Project Five: Color 217
Basic Problem Defined 217
Conceptual Process 217
Tutorial: Digital Production Process 220
Preparing Your Project 220
Summary 232
Chapter 10 Design Project Six: Typeface Design 233
Introduction 233
Content 234
Background 234
Typeface Design Project 246
Defining the Problem 246
Tutorial: Digital Production Process 249
Fonts and Your Operating System 249
Character and Paragraph Palettes 250
The Type Tools 252
Path Type Tools 255
Tutorial: The Project: A Case Study 260
Research 261
Thumbnails 261
Roughs 261
Composites 264
Creating Visual Depth Using Value 265
Color 265
Transparency 266
Pattern 266
A Quick Review 267
Preparing Your Document 270
Outputing Your Poster/Design 270
Summary 273
Chapter 11 Design Project Seven: Digital Montage/Collage 275
Introduction 275
Content 276
The Basic Problem Defined 276
Background Information 276
Conceptual Process and the Project Details 281
Tutorial: Digital Production Process 283
Preparing the Project 283
Document Setup 285
Summary 329
About the CD-ROM 331
System Requirements 332
Windows 332
Macintosh 332
Index 333
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  • Anonymous

    Posted December 23, 2012

    Hard to navigate

    Not my choice of a good textbook

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    Posted November 15, 2011

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