Book Description

From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brandassets.

From global corporate mergers through entrepreneurial ventures and nonprofit institutions, twenty-two case studies portray the brand identity process in action. They illustrate a range of challenges and methodologies and represent a select group of branding and multidisciplinary design firms.

The scope of material includes history of identity design up to the latest information about online brand identity standards, naming and trademarking, with practical project management resources about decision making, and creating brand briefs.

Alina Wheeler specializes in brand identity. She uses her strategic imagination to help build brands, create new identities, and design integrated brand identity programs for Fortune 100 companies, entrepreneurial ventures, cities and foundations. Wheeler works closely with founders, CEO¹s and senior management to insure that their vision and their brand identity are communicated clearly to accelerate the success of their organizations. She has been the principal of several design firms as well as a consultant to some of America¹s largest business consulting groups. She is a former national board member of AIGA and was named an AIGA Fellow in 1998.

Hallmark Features

• Unlike most books that show identity programs, this book outlines a rigorous, complex and proven process from research and analysis through the design development of a new identity and online standards through launch and brand asset management.
• Comprehensive, easy to understand guide that is organized by spreads bysubject for easy reference.
• An indispensable reference for anyone with responsibility for brandidentity.
• Meaningful and actionable information that will accelerate the success ofany brand identity project.
• A toolkit for design firms and professionals, design students and designmanagers.
• Presents the relationship between effective brand identity and creating,building and managing successful brands.
• Presents case studies from Cingular, Amazon, Citibank, TAZO, Zoom, HarleyDavidson, FedEx and twenty others.

Reviews (11)

A "must read" for anyone interested in brand identity
Too many books targeted to designers err on the side of a "showcase" presentation which exposes designers to the final solutions with little or no substance illuminating the process. This book will provide a comprehensive roadmap for designers and their clients.

"Designing Brand Identity" provides the information and processes to empower designers to transition into a more valuable role as consultants on identity and branding, not just the creator of visual symbols and logotypes. It is a look behind the scenes at a process which others capable of addressing have chosen to protect as proprietary information. Thanks, Alina for sharing your wisdom and experience.

An essential tool for business leaders and strategists
This author has tackled the vital topic of brand identity in a new way. In the beginning of the book Alina Wheeler says that she want to provide "an accessible resource that provides a road map to the process, explains some fundamental concepts, and showcases best practices." The book delivers on this promise!

What differentiates it from other books on this topic is that Wheeler's book really IS accessible. This comes from the unique way in which it is organized. You can simply flip open the book to any spread and have a specific concept explained, illustrated, and illuminated by relevant quotations. This makes it an excellent reference work -- keep it by your desk to quickly look up any topic. For example, you might be advocating a particular course of action at your company that you just know is the right way to go. You can turn to Wheeler's book to marshall specific evidence and articulate rationales to make your case.

In the beginning, she discusses 9 brand identity ideals: vision, meaning, authenticity, differentiation, sustainability, coherence, flexibility, commitment and value. Once you have reviewed each concept you understand how each plays a role in successful brand identities.

However, this is not primarily a book of theory. Wheeler breaks down the practical steps involved and outlines each, from the legal process to signage design. Case studies of successful brand identities take up the final portion of the book.

My one criticism is that book is not completely in color, as the topic demands. (There is a color insert showing many of the brands from the case studies.) No doubt this was a decision of the publisher!

Professionals at agencies or design firms may think they have this material mastered, but this book gives you the distilled essentials that you'll find extremely useful. But the key audience, in my view, should be business students or leaders who seek to better understand that, as Wheeler says, "brand identity is an asset that needs to be managed, nourished, invested in, and leveraged."

The title of this book might mislead you
When I put my hands on this book, I thought I would be adding one more point of view to my knowledge about brand identity, but this didn't quite happen.

This book isn't really about designing brand identity itself, but mostly about materializing brand identity into the visual identity of a company, limiting its whole concept. Furthermore, it is known that mere visual identity doesn't make a brand any stronger, as the title suggests.

Anybody with some previous brand identity knowledge in the marketing sense might get a little frustrated, had this person expected deep explanations about the creation of a brand identity plan (for that I would recommend Aaker's work).

On the other hand, if you are a designer willing to understand how to develop a visual identity linked to a brand identity, this book could be very useful.

It's about identity, but not about the brand process
This *is* a great book when it comes to showing how to put together a coherent, soup-to-nuts identity program. But the title of the book is misleading - there's very little in this book about actually creating, building or maintaining strong brands per se. This wilfully confuses the logo for the company behind the logo. As Paul Rand once said of his logo for the ABC television network, it wasn't a matter of whether his logo lived up to the network, but whether the network lived up to the logo! The brand process involves a lot of non-graphical thought regarding the spirit or essence of what that organization is all about. "Is that an IBM thing to do?" The brand identity is, at best, only the surface expression: the brand is the idea of the company in its customers' minds. In that sense, creating and maintaining a strong brand is really about having clear direction, consistent policies and actions, and understanding that markets are conversations, not about whether the carpet matches the business cards and the Web site.

A Must for EBusiness
Most people who study ebusiness at universities either focus on website design, marketing/logistics of ebusiness, or systems/software. This book gets to the heart of conducting business over the internet - combining brand recognition with eye catching design and a quality/product or service. University programs and businesses looking to be successful in ecommerce should make this book required reading. ... Read more

Book Description

Critical acclaim for previous editions of A History of Graphic Design

"I expect it to become a foundation and keystone of serious study . . . it is a fortress work." -Communication Arts

"[It] traces the role of the designer as a messenger of culture." -STA Journal

"Now . . . a hefty, yet concise, documentation of the entire field exists." -Print

"It is a noble and formidable undertaking." -he Artist's Magazine

"An excellent and invaluable work." -Library Journal

"This is a reference work that reads like a novel. It's comprehensive, authoritative, graphic, and exciting." -U&lc: The Journal of Typographics

"[This book] establishes graphic design as a profession. Bravo!" -Design Issues

"A significant attempt at a comprehensive history of graphic design . . . it will be an eye-opener not only for general readers, but for designers who have been unaware of their legacy." -The New York Times

"Mr. Meggs enthusiastically conveys these excitements to us, from the invention of photography and 'popular graphics of the Victorian era' through the Arts and Crafts movement, Art Nouveau, the Secession, the isms . . . to the Modern Movement. . . . More importantly, he shows us the joins as well as the parts."-rinting World

After a decade of research by the author, the first edition of A History of Graphic Design was heralded as a publishing landmark by the Association of American Publishers, who awarded it a coveted award for publishing excellence. Now, after fifteen years of development in graphic design, this expanded and updated Third Edition includes hundreds of full-color images and new material in many areas, including alphabets, Japanese and Dutch graphics, and the computer revolution which has impacted all aspects of contemporary design and communications. With its approximately 1,200 illustrations, lucid text, and interpretive captions, the book reveals a saga of creative innovators, breakthrough technologies, and important design innovations.

Graphic design is a vital component of each culture and period in human history, and in this account, an extraordinary panorama of people and events unfolds, including:
* The Invention of Writing and Alphabets
* Medieval Manuscript Books
* The Origins of Printing and Typography
* Renaissance Graphic Design
* The Arts and Crafts Movement
* Victorian and Art Nouveau Graphics
* Modern Art and Its Impact on Design
* Visual Identity and Conceptual Images
* Postmodern Design
* The Computer Graphics Revolution

A History of Graphic Design is recognized as a seminal work; this Third Edition surpasses in detail and breadth the content, design, and color reproduction of previous editions. It is required reading for professionals, students, and everyone who works with or loves the world of graphic design. This comprehensive reference tool is an invaluable visual survey that you will turn to again and again. ... Read more

Reviews (12)

Must have reference book for graphic designers
In my opinion, this 3rd Edition "A History of GD" is the best reference book written about graphic design. This 500 plus pages book/bible is simply divided into 5 sections, 1) The Prologue to Graphic Design, 2) A Graphic Rennaissance, 3) The Industrial Revolution, 4)The Modernist Era, and 5) The Age of Information. The topics range from the invention of writing to, creation of new typogrphic styles to, the digital revolution and computer art. There are plenty of graphics and photos on every page to accompany the wonderfully written text. If you study art history or graphic design, I think this would be a great reference book to have. It will take some time to read the entire book. But this is like a text book, so, reading only part of the chapters would be quite informative as well. Once you are done, you will definitely appreciate graphic design/graphic designers.

A History of Graphic Design by Phillip Meggs 3rd Ed.
This is an excellent text for first year Design Majors. It teaches the beginnings of graphics and typography from the very basic elements of cave paintings to the electronic graphic era. There is an enormous amount of information in this book. A benefit to anyone interested in the area of design.

A History of Graphic Design by Philip Meggs
I am a student of Graphic Design, and was assigned this book as a supplementary text for my class of the History of Graphic Design. I am impressed with his well-written and considerable text as well as accompanying pictures. This is is a well-researched and thorough compilation of information which starts at 6000BC. I would consider this to be the bible to any graphic design student.

Who chose the typeface for this book?
As much as I admire Phillip Meggs for the historical content and the wealth of images in this book, I have one criticism-the text is not readable. Speaking as a designer and as a college instructor, this book would be more readable had the publisher used a serif typeface. What good is clean design and excellent content if the text puts the reader to sleep?

A very good book for introductory design
This book gives a concise background on the history of graphic design. It incorporates how graphic artists react to the times and societal issues they are faced with, and how they influence the world around them with their innovations. The collection of images is quite spectacular! A must have for every graphic designer and/or art lover! ... Read more

Book Description

The One Show Annual Volume 26

Great advertising and design can make the world stop and think. It can make people listen. And, sometimes it can even change a person's life. THE ONE SHOW ANNUAL VOLUME 26 celebrates all of the qualities that go into making a successful ad campaign or design. Considered by many to be the benchmark in advertising annuals, this year's edition features the very best work from around the world from the 2004 One Show and One Show Design. In these pages you'll find over 1,500 four-color images from the finalists and winning entries, insider perspectives from the Gold Pencil winners, a spotlight on the Client of the Year, the college competition winners and a look into the judging process with a Judge's Choice section. Lavishly produced with full-color throughout, this is the must-have annual for creatives, clients, students and anyone interested in advertising and design. Categories covered include print, design, integrated branding, television and radio. 576 pages, 9 x 12, over 1500 full color images. ... Read more

Book Description

Whether a marketing campaign or a museum exhibit, a video game or a complex control system, the design we see is the culmination of many concepts and practices brought together from a variety of disciplines. Because no one can be an expert on everything, designers have always had to scramble to find the information and know-how required to make a design work until now.

Universal Principles of Design is the first comprehensive, cross-disciplinary encyclopedia of design. Richly illustrated and easy to navigate, it pairs clear explanations of every design concept with visual examples of the concepts applied in practice. From the "80/20 rule to chunking, from baby-face bias to Ockham's razor, and from self-similarity to storytelling, every major design concept is defined and illustrated for readers to expand their knowledge.

This landmark reference will become the standard for designers, engineers, architects, and students who seek to broaden and improve their design expertise. ... Read more

Reviews (9)

A must have for every serious designer
---"The best designers sometimes disregard the principles of design. When they do so, however, there is usually some compensating merit attained at the cost of the violation. Unless you are certain of doing as well, it is best to abide by the principles" from the Introduction.--- Really a cross reference whether you are designing for screen, print or industry, to tune and power up your designs. Simple 100 design principles laid and explained clearly by example. You will be amazed how instantly it works out. But if you are looking for an inspiration look for other items like "Big Book of Design Ideas"

Better for the Coffee Table than the Design Desk
Much of Universal Principles of Design lacks depth. The reason for this is that the text needed more colloboration than it appears to have asorbed. For something that aspires to be a sort of objective compendium, the topics (and particularly the examples used) are grounded firmly within the author's sphere of knowledge. I correctly guessed both where the authors lived as well as their occupations long before I had finished reading merely because they use so many examples from Houston and software. Unfortunately, this lack of research and colloboration outside of the two authors and their own knowledge creates a shallow, uninformed book.

Universal Principles of Design is far less academic and objective than it proports. For example, if I had based one of my principles on an example I would have researched it beyond merely using internet heresay (DVORAK v. QWERTY, for example). That's not to say it isn't enjoyable, as the text itself is neat, modernist, clean and is, at times, interesting and informative. However, Universal Principles of Design lacks the academic depth needed for usability and never extends beyond introductions and formalities. The book is something that aspires to belong more on the coffee table as a chic relic of interest in design than as a usable, practical text to earmark, underline in, and really utilize as a day to day guidebook.

Exceptional
Wonderful resource, well-written and attractively designed. I can't imagine any designer in any field not finding this invaluable. Ideal for any experience level as well. Hopefully this will become a standard book.

A dictonary of design guidelines
This is one of the best books I've seen lately, combining theory from usability, perception and design. The book consists of small explanatory texts on the left pages, with examples on the right. The chapters of the book are in an alphabetical order; this means for instance that principles from the Gestalt Psychology are devided over different chapters (closure, constancy, good continuation etc.) However, on the bottom of every page is a 'hyperlink' to related chapters. To categorize the chapters the book has a categorical table of contents, with categories like perception, learnability, usability, appeal and design decisions. Students from technical courses, to whom I showed the book, immediately liked it.

Concise and Complete
This is the **most essential design book** I've had the pleasure of learning from. If there was only one book I could only recommend to design students or for client education, this would be it! The organization of the book follows it's own principles, the content is specific and accurate, and it cites and gives credit where due (also promoting deeper study of a subject/concept). I truly value it because of the quality summaries of design principles I've learned elsewhere consolidated into one book. The ONLY thing I would change about the book is to use a Serif typeface on the body texts for better readability.
Excellent writing, excellent topical content, and excellent diagrams and examples.

My compliments to the authors, as well as Rockport (whose books I usually despise for lacking substance despite their nice graphics). ... Read more

Book Description

The Designer's Complete Index. It's creative, powerful, inspiring and real - providing all the insight and problem-solving muscle a designer needs to produce the best work of their life.

This super-cool boxed set contains all three of Jim Krause's best-selling "Index" books, including Idea Index (graphic effects and typographic treatments), Layout Index (your secret weapon for effective, dynamic layouts) and Color Index (over 1100 color combinations with CMYK and RGB formulas). Each volume is packed with hundreds of stimulating ideas, creative solutions and practical instructions.

And the collector's box itself is a prize worth having, a slick yet practical carrying case you can use long after having put the books on your "most valuable resources" shelf. ... Read more

Book Description

Digital Character Design and Painting is really two books in one: it teaches the fundamentals of character design, and the skills, tools, and techniques needed to master digital painting. Character design is all about ideas and how to put those ideas together to create a look and feel for a character. It’s about creating a character that elicits a specific emotion from viewers—fear, joy, anger, sadness, etc. Character design does not have a standard creation process, but there are basic principles that can be followed. Digital Character Design and Painting explores these principles and teaches conventional artists how to enhance their skills to bridge the gap between traditional and digital art. All of the fundamentals of character design, from artistic design issues and character development to physical details of the character are explored.

Unlike character design, digital painting is not so much about ideas as it is about the combination of method, technique, and artistic theory. It is about making something that will be viewed in two dimensions imitate three dimensions. Using a variety of practical Painter 7 tutorials, artists learn how to apply traditional painting techniques with digital tools. Details on sketching, color theory, lighting, and texturing are also covered, along with specific techniques for painting trees and foliage, eyes, faces, hair, clothing, and fur.

Using these practical techniques and procedures, artists can learn how to create and beautifully illustrate their own life-like or fantasy characters for games, movies, or other commercial productions.

On the CD!

* Sketches, paper textures, brushes, and texture files to use with the tutorials presented in the book and to customize for your own projects

* QuickTime movies illustrating some of the painting techniques and other clips that support general painting ideas

* Shareware versions of programs available from Mediachance Software and Ransen Software

* Demo version of Painter 7 from Procreate(All of the material in the book Painter 8 compatible.)

SYSTEM REQUIREMENTS:

Windows 98, Windows 2000, Windows NT 4.0, Windows ME, or Windows XP. IBM Compatible PC, Pentium 200 or higher, 64 MB RAM, 24-bit 800 x 600 Display, 2X CD-ROM Drive, Mouse or Tablet. Mac OS 8.6 or higher, Power Macintosh ® G3 or higher, 64MB RAM, 128MB RAM for Mac OS X, 24-bit (800 x 600) color display (1024 x 768 for Mac OS X), Mouse or tablet. Users also need QuickTime 6 to view the movie clips included, and Painter 7 or equivalent program to perform the steps in the tutorials. ... Read more

Reviews (11)

One of the best books I own
Don Seegmiller is definitely a master in Digital Character Creation and his book is brilliant. He takes you step by step through the art of creating characters, using color and textures to give your characters a superb look. This book provides a practical way to learn how to create digital characters from scratch in a way that I have never seen before. It's good for beginner and advanced users. This book rocks!

FOR DIGITAL AND STUDIO ARTISTS BOTH
Once I bought Don Seegmiller's book, DIGITAL CHARACTER DESIGN AND PAINTING I've spent hours, no, days, with pencil and computer delving into this book. And my education has increased considerably. I've read many how-to art books and few have left any visible mark on both my studio and computer creations. Don's
book is like a ... of art - everything is there. First, the beginning section is priceless in creating a character. Don's suggestions and questions give details to my amorphous mind-picture. A writer could learn from this section as well.

And then there is the section on basic art principles which is simply, yet expansively, written. Now I understand that mystery called value. Throughout this book also is the challenge to respect your art and creativity.

Now comes the tutorials using Corel's Painter. I've had Painter
for years and loved it - but it was a secretive and distant lover. The tutorials demonstrate so many possibilities and, if anyone calls themselves an artist, they must make art, - the making with these tutorials are fun.

Don's art is wonderful - a rare combination of beauty and humor. His art is topnotch!

Buy the book and work it thoroughly, it'll be well worth the time and mental energy!!!

Inspirational, instructional, just dynamite
Not only is this book excellent because of what you will learn from a master, but the physical book itself is of the highest quality, which of course is very important because you will no doubt turn to it repeatedly for guidance and inspiration. A beautifuly crafted book. The cd is most helpful. Enjoy!

Open Letter of Appreciation
Dear Mr. Seegmiller:

I've long been an admirer of your fantastic creations. You kinda became who I wanted to grow up to be ;-), so when I found you had published a book, I ran to get a copy.

Just wanted to let you know that this is the first of hundreds of art books in my library that is everything I'd hoped, and much more. I've had some
art training (mostly with folks who were better artists than teachers) and have learned a lot from books, as well as lots of drawing and painting on my own. I've participated in numerous exhibitions and group shows. Never have I had the pleasure of "sitting" in the company of such a fine, generous, exacting and specific educator, who is also one of my most admired artists.

The quicktime movies, so unselfishly revealing of your methods and creative processes, would have been worth twice the cost of the book. I'm studying them on a frame-by-frame basis, and gaining so much insight into what was heretofore theory alone. A weekend seminar could easily be developed from any one of these.

So thanks mightily from a very enthusiastic student at a distance.

Regards,
Bob Goldberg

www.bobbogoldberg.com

Art Appreciation for Wannabe Professionals
This one reads like a crash course in digital character painting as interpreted by a fine artist of obvious expertise. It uses Corel Painter 7 as the base tool and is aimed at intermediate users (says so on the back). The best things about this book are (a) an effective balance between fantasy and reality, image- and tutorial-wise, (b) all-color (four-color) pages, so you know 'exactly' what color you're supposed to pick and what shade you're required to get, and (c) QuickTime movies on the accompanying CD that show the author deftly turn a b&w sketch into a finished piece. (Neat). This book is more about ideas than trickery, techniques rather than formulae - so don't expect too much hand-holding or quick fix tips. It lays a good foundation early on and builds upon it - though I'd recommend being comfortable at least with some basic sketching as most tutorials begin with a pre-made pencil drawing and proceed thenceforth into painting. In the end, this book stands head-and-shoulders above the rest primarily due to its inspiration and reusability value for artists (both digital and fine). It's natural to feel a little overawed by the author's seemingly effortless mastery of the subject, but if you're in the market for a solid, articulate tome with real-world skills and advice, trust this one to deliver (and deliver quite well), for it does just that. ... Read more

Book Description

Approach page design in a revolutionary new way! Unlike other graphic design books, The Elements of Graphic Design reveals the secrets of successful graphic design from the unique perspective of the page’s "white space." With the help of carefully selected examples from art, design, and architecture, the role of white space as a connection between page elements is thoroughly explored. Clear, insightful comments are presented in a dynamic page design, and interactive design elements, thought-provoking captions, and scores of illustrations challenge designers to "think out of the box." This unique resource is guaranteed to inspire more creative and thorough thinking. ... Read more

Reviews (4)

A Strategic Communication Tool!
If you have an intuitive sense of what makes a design good or bad and yet have difficulty conveying that understanding in terms that others can readily grasp, this book is for you.

The Elements of Graphic Design is a great resource not only for qualifying intentional design, but it will also help a designer effectively communicate the necessity of well-thought-out design to the stakeholders of a project. I think most creatives have, at some point, had to justify the design process to people who think of design simply as pretty pictures rather than a strategic marketing platform. While every designer has-or should have-intuitive understanding of the concepts White discusses in this book, his approach gives a very logical framework to follow in explaining why good design processes and planning are necessary. The Elements of Graphic Design is very clear, succinct and densely packed with the most relevant and fundamental aspects of design, which makes this book an excellent resource.

White discusses the concept of negative space (for those of us with formal art training, or simply white space for those with graphics training), the imperative function of truly "seeing" the elements of design and arrangement, and the difference between style and fashion. He also outlines the basics of Purism, simplicity and elegance in design and the communication strategies behind achieving these states of implicit, visual meaning (ie: communicating much in the little). He also delves, briefly, into the way the human brain processes visual information and why certain elements of planned design are effective. In relation, he discusses wayfinding, a concept dealing with how people maneuver through information on a page via visual pathways. Again, a concept as intuitive to an artist as the spring breeding of a hare, but White presents the material in a way that can help designers or artistic directors bridge the gap between the strategic marketing plan and the platform. It will also help you objectively and diplomatically deliver the unfortunate but necessary negation of the ugly, confusing, counterproductive but well-meaning ideas that plague the "idea factories" of many organizations.

A GOOD SOLID BOOK FOR DESIGNERS
Very solid book (but short) packed with examples of why one strategy or tactic might be better than another. I learned a lot and intend to reread the book to make sure I get as much of it absorbed as I can. Very good discussions on type with discussions on line spacing, type size, small caps, grids, symmetry vs. asymmetry, negative and positive space.

Wish I would have read this book before I went to design school. I would have learned a lot more. I also would have been able to speak more intelligently. I learned a lot of terminology that will help me. I'm a better designer now. It's given me more confidence.

Highly recommended for beginners and intermediates. Might be a little thin for experts.

A solid primer for graphic design students
Alex White has hit a home run with his book The Elements of Graphic Design. This definitive introduction to the basics of what makes a succesful visual composition should be in every design classroom and student backpack. The writing is clear and the principals easy to understand and apply. I especially liked the examples and advice on the use of "negative space" and typography. Although the book is geared toward the beginning designer, there are enough advanced concepts and examples to make this a worthwhile reference for designers at all levels. A fine addition to design literature.

Wonderful - An Instant Classic!
A fantastic overview of the principles of layout and how to understand space and "the page", with special concern for the issue of functional white space and learning how to activate it, sculpt it, and not waste it. In a milieu of visual clutter, this gift to the design world (if its message is taken to heart) will help restore order and readability in the communications that surround us. ... Read more

Book Description

A complete revision of what is considered the classic introduction to color for all graphic designers and artists. This book provides a solid foundation for the development of personal color sense, and a practical examination of the myriad effects that can be achieved with color. ... Read more

Reviews (5)

principals of color design
good condition and very fast service

Good for newbies
I haven't got any formal art background and have found this book to be extremely useful. However, it may or may not get much higher - I can't tell since I'm a newbie, but I keep in mind my experience with some other books on other subjects: while I was a beginner I found them great; now I think they're just fine for beginners.

OUTdated
This is not the best book out there. The first section of the 5 section book goes into form and shape theory, which although useful in design, is just filler to give the book more pages. The color theory sections are fairly basic. I think there are better books out there, especially for the price.

the truth about this book
It explains very well the color principle and some design techniques. It is a good book for beginning graphic artists with no formal art background (those who never studied art/GD in school). There are 5 parts to this book. Part one establishes desing principles, part 2 examines common color principles related to the use of color pigments, part 3 helps the beginner develop systematic color thinking with the aid of excercises, part 4 introduces priciples and techniques for generating colors on the computer and part 5 presents color sets and guides for attaining color harmony.

Note, however, that this book is a bit outdated. It showed when trying to explain certain design techniques using old version Photoshop tool bar.

Fabulous!
I actually perchased this book two years ago in college for an art class and have used it in almost every assignment and project I have completed there after. ... Read more

Book Description

Get to know Photoshop, and go beyond the basics with this friendly step-by-step guide. Teaches you how to run this sophisticated image editing application like a pro. Learn to use all the tools, work with color palettes, create textures, import images, apply filters, use layers, and so much more. This beautiful four-color book also features an art gallery displaying professional work to help illuminate the lessons and inspire you. ... Read more

Reviews (12)

Another Master Piece by Colin Smith
Colin has a well established presence in the gurus of Photoshop league. The book is nothing short of what you would expect. It is well layed out, with easy to follow instructions and helpful screen shots in color, to guide reader. I recommend it for beginner to advanced level users of Photoshop CS.

Exceptional Quality from Expert Teacher
Colin does it yet again... Although this book at first glance appears targeted at beginners to the software, Colin steps things up a few notches by delivering sound information and quality techniques that intermediate and even advanced users of Photoshop will find useful and informative. Colin is not only an exceptional teacher of all things 'graphic', but check out his forum and website at www.photoshopcafe.com and you will find he is a heck of a nice guy to boot. 4000+ members to his forum alone can't be wrong!

A must have!
This books serves as an excellent teaching tool and all around great resource for Photoshop users of any level. It's well structured, with easy to understand content. What I like the most is that the book is filled with full color images and screen shots for easy reference. It's very hands on. Excellent value for the price.

A great way to learn
The below review was written by someone who clearly does not value good advice.

I learned abotu so many features in photoshop, that I would have probably never ever explored! Really gives you insight to things you never thought neccesary.

You don't need images to have this book teach you, the instruction is perfect as is.

Amazing Book, Targets all user levels
I got the book a little while ago, and couldn't wait to go through it. I was afraid it would be a step by step droning writer, but I don't think I could have any further from the reality. I think everyone will benefit from the in depth examples, and the greatest part about the book is so much valuable content contained in those pages. If you haven't ordered this book, I highly urge you to as soon as you possibly can.

Before I end this review I would like to add that the Camera Raw plugin is only valuable to people that own those cameras, and I am sure that is why the author didn't include it.

-mkeefe ... Read more

Book Description

Graphic Artists Guild Handbook: Pricing & Ethical Guidelines, 11th Edition is the industry bible, containing information all graphic artists and their clientsneed to buy and sell work in a totally professional manner. This edition hasbeen revised and updated to provide all the information you need to compete inan industry moving at lightning speed. ... Read more

Reviews (26)

Useful, but time for a new edition
I find the book very useful for many purposes, and it was right on the mark when it came out four years ago. However, considering how quickly technology and the internet change, I think it's time for a new edition; a lot of the "digital design" information is woefully out of date. For instance, under "Questions to ask when designing a web site," the book asks, "Does the client understand the difference between the Web and an online e-mail service such as American (cq) Online?"

In addition, pricing is based on "screens" or "pages" for web sites. The overall rates in the book seem to be realistic, but it would be helpful to know exactly how projects are priced. In the rapidly evolving world of database-driven and fully animated sites, "pages" don't mean much anymore. This is a fine reference, but don't expect it to keep you on the cutting-edge of technology. Go into a client's office and talk about "American Online" and I can almost guarantee you won't get the job!

A Must Have Resource Guide
The GAG Handbook rates high on my list of must have resources for the novice graphic designer. The information is valuable in setting standards for pricing and ethics in the Graphic Design industry. As an educator I recommend this book to all my graphic design students for the print graphics and web graphics information. The benefit to the novice is the contracts that have been well written specifically for a large number of specializations within the industry.

the best of what's available
Pros: Covers a lot of ground; defined creative terms and boundaries for the profession, fees, moral issues, client relationships, salaries, photographer relationships, illustrator relationships, etc. Rare is the book that has the guts to put actual numbers on project fees, rarer still to see it in this field. The only guide of its kind available.

Cons: Shape/bindery of the piece. It's a pain to even open it wide. (This was designed by the guild?) Some of the fee quotes/ideas are too vague, to the point of offering little guidance. The flow of the chapters is odd. Example: It starts with illustrator relationships(?!), when you'd think the first chapter would be an overall state of industry, issues facing communication arts employees and employers, trends, etc. The section on digital/non traditional media is still a little shaky, but better than it was.

Last thoughts: To the review that said they need a new version, they've done two in the last 3 or 4 years. The most recent being 2003. To everyone else: it's a guide, not a law book. The prices are at once too high and too low. Fees/salaries will vary no matter how accurate it is.

Updated again and more useful than ever!
The 11th edition is out,(although Amazon may not be displaying the most recent cover) and they did it again. The Graphic Artists Guild has produced the definitive industry resource for designers, illustrators and anyone even remotely interested in making a living in the graphics field. The book provides a terrific introduction to professional practices for anyone expanding their existing business to include web projects. This is a publication that keeps improving with age. Trying to encapsulate all situations is impossible, but the care taken in putting this survey together shows. Ta da! Even the web design section catches up to the situation on the ground.

At first glance it seems slimmer than previous editions, but a deeper look reveals that more information makes it onto each page, with a more efficient typographic treatment, and some judicious editing deleting duplicate information in some chapters

Please note: The prices reported in the book are the results of a survey of real working professionals. A spot check reveals that some reported price ranges have increased over the intervening years since the 10th edition. Some are the same, or similar. In the end, the producer (that's you!) has to insist on higher prices, you can't expect a book to negotiate for you, can you?

Some of the charts are improved. For instance, the Chart and Map Design section is more useful, including ranges for 4 different possible uses for a piece: advertising, in-house, editorial and textbook. this replaces the not-always-useful "client annual revenues" breakdowns in the 10th edition.

In the age of easy image stealing a new cease and desist form letter is included on p. 250 for you to use. May you never need it!

Hats off to the Guild for putting facts and figures at every working graphic artists disposal. It's a lumbering, exploding field where standards are in short supply on the fringes, but solid guidance is only a bookshelf away. I'll say it again... If you're unsure about what to charge, or how to structure an agreement (you're using an agreement aren't you?), it'll pay for itself with your next job.

The Unreal Pricing Guidlines
I found that the prices given in this book were way off for my demographic and line of work. With the knowledge of bidding my own freelance jobs and hiring designers for the firm that I work for that the pay scales in this book are way out of wack. I'm not saying that they are all over priced like other readers might assume. I found that many estimates to be quite low.

You run the risk of losing a job because your bidding estimate is to high in some instances and in other given estimates you are going to lose a lot of money. The given freelance hourly rate for an Art Director is $55.00. That is way under what the market pays in the area and industry that I work in.

You will also find pricing like this: National advertising campaign (Print Media) between $11,000-$25,000. There are no specific variables given to this enormous disparity in pricing.

There is a heap of useful information in this book, but pricing isn't one of them. In fact it's bloody useless. ... Read more

Reviews (34)

Excellent Resource
I teach digital media and design to grade eleven and twelve students. This is the only book on Color that my students responded to with enthusiasm. The book covers color theory very basically. However, it does an excellent job of covering the more important topics of the meaning and psychology of colors and color combinations. The author uses good examples for each section and the book can be used as a learning tool or a resource you can use again and again. My students found the many pantone color combination swatches very useful in helping setup the color schemes for their designs. My students and I recommend this book highly, You might say this review is 5 stars taken 80 times.

Could have been a lot better
The work by the now defunct arm of Cheskin research, the Color Research Insititute is much more insightful than anything in this book. Unofrtunatley the scientific research undertaken by this insititute is not available to the General Public and is only available through Cheskin.

The color schemes and patterns shown in this book may have been all the rage a few years ago but they definitly do not age very well and are way too bright and gaudy.

The author unfortunatley does not give examples of color schemes that work well and have stood the test of time such as Coca Colas color scheme and IBM's "Big Blue" which is a type of blue which has a very powerful effect on the subconscous mind of the viewer and this color alone was shown to actually increase the sales of IBM products once it was widely implemented in their adevertising campaign.

This book comes across as a marketing tool for the author pitched at large corporate clients, its deliberate attempt not to give any worthwhile information to readers of this book seems to validate this.

Giving this book 2 stars is being generous considering the price. If you know absolutley nothing at all about color then perhaps you will find this book helpful. If you are an interior decorater dont use any of the color scemes this book recommends unless you wish to send your clients to a mental asylum. If you are a markeing manager dont waste your money on this book

Color Thesaurus for the Chromatically Challenged!
As well as for graphic artists.

I am an author as well as entrepreneur and have long researched color combinations for presenting information and creating a recognizable corporate identity.

If you're one of those people who "know what you're looking for" but can't articulate it, this comprehensive guide has every major color combination you could possibly want, conveniently grouped by the "unique color proposition" (like USP, unique selling proposition), you're trying to convey. (If you already have a color scheme selected, you should check it out here to see whether it unwittingly conveys connotations you don't want associated with your company.)

If you're a graphic designer (I'm not), you can plunk this book down in front of a client with some suggestions and save both of you a lot of aggravation and miscommunication.

I've researched just about every "color guide" out there and have found this one by far the most helpful. It's simple and easy to use, practical without a lot of the questionable theorizing other authors on color seem to need to include.

Very practical
This is quite a practical book on how to express, how to talk with colours. You don't find cultural or history thoughts on it.
Nothing about Van Gogh, nothing about Mondrian.
But you can find ways to efective use colours in marketing or web interfaces, for instance.
It's more a book to look at than a book to read. It's pretty well illustrated, mainly with ads.

Excellent to use to help customers choose their color scheme
This book is packed with great color combinations catorgorized into color schemes by the emotional moods they generate. When I am working with clients in web design, I use this book to help them focus on the tone of their website or product. First, they choose from the many categories such as Classic, Strong, Energetic, Calm, etc., and from there they choose one or two of the perfectly matched color combinations for their basic website colors. It's a great visual tool!
Also included are some basics on color theory, setting moods with color, and some useful advice in choosing appropriate colors for different projects.
Well written, easy to read, and to the point, this book has become a favorite on my desk! ... Read more

Book Description

Graphic Design Solutions, 2E, now in full color, demystifies the design process by outlining step-by-step procedures readers can apply with confidence to solve their own design or advertising problems. Projects and exercises featured throughout the book are interactive, allowing readers to experience a design element, principle or application. Exercises included are a work out - an informal nudge that fosters a willingness to experiment.Projects develop hand as well as critical and visual thinking skills.New projects include web design, web logos, annual reports, branding and new portfolio projects. This edition also features new samples of works by master and contemporary designers and offers guidance on how to objectively assess and critique designs. ... Read more

Reviews (7)

Great Book for all types of designers...
This book covers every single topic with designing...I totally love it I read it over and over because of all the good advice the author gave out to us...I totally recommend this book for students and professionals...Good Luck and Enjoy!!

extremely helpful
Ms. Landa has done a terrific job once again. This book helps you to find different solutions to design problems you probably would'nt think of initially. In addition I'm proud to say I am a student of hers, and her classes are just as engaging.

the best out there!
this is the very best graphic design and advertising text on the market. The advertising chapter and branding chapter are worth the price alone! The examples and ideas are brilliant.

Brilliant!!!
This book is the essence of graphic design. It is a must for any design student. The book itself makes one of the strongest visual statements that I've seen in any Design text. It's great for both the experienced designer and those who aren't accustomed to the nuance that so many overlook. The best parts of the book are the exercises. With problems that are enjoyable and challenging, Ms. Landa has created something that Professors around the globe should take notice to. This is the bible for graphic design students and is a great improvement over the first edition (which was great in and of itself).

Also recommended: The Education of a Graphic Designer(Heller), Design Discourse, The History of Graphic Design(Meggs)

A great guide to Graphic Design.
A well-illustrated step-by-step guide to the process of designing graphic images. The author covers the basic components of design, the effective use of type, how to produce a layout, and how to design specific categories of work (i.e. logos, posters, packaging, etc.). Twelve pages of color are included. ... Read more

Book Description

The organization of letters on a blank sheet -- or screen -- is the most basic challenge facing anyone who practices design. What type of font to use? How big? How should those letters, words, and paragraphs be aligned, spaced, ordered, shaped, and otherwise manipulated? In this groundbreaking new primer, leading design educator and historian Ellen Lupton provides clear and concise guidance for anyone learning or brushing up on their typographic skills.Thinking with Type is divided into three sections: letter, text, and grid. Each section begins with an easy-to-grasp essay that reviews historical, technological, and theoretical concepts, and is then followed by a set of practical exercises that bring the material covered to life. Sections conclude with examples of work by leading practitioners that demonstrate creative possibilities (along with some classic no-no's to avoid). ... Read more

Book Description

The new, updated edition of the successful book on interior design
Interior Design Visual Presentation, Second Edition is fully revised to include the latest material on CAD, digital portfolios, resume preparation, and Web page design. It remains the only comprehensive guide to address the visual design and presentation needs of the interior designer, with coverage of design graphics, models, and presentation techniques in one complete volume.
Approaches to the planning, layout, and design of interior spaces are presented through highly visual, step-by-step instructions, supplemented with more than forty pages of full-color illustrations, exercises at the end of each chapter, and dozens of new projects. With the serious designer in mind, it includes a diverse range of sample work, from student designers as well as well-known design firms such as Ellerbee and Beckett Architects and MS Architects.
Maureen Mitton is Assistant Professor in the department of Art and Design at the University of Wisconsin-Stout. ... Read more

Reviews (5)

Great Book!
This book has a bit of everything I was looking for. techniques, lots of color renderings to review, shadowing techniques, etc. I am currently an interior design student and am using the book to help me with my color rendering and presentation techniques. In fact, my instructor reviewed the book and has requested the book be the textbook for the presentations class in our department next semester. This is the best book I've located so far.

Excellent Resource!
This book is great for everything visual! It is also the only book I've come across with detailed information about presentation boards. This is excellent for IND students!

Great resource for ID students
I just received this book and I wished I had had it for my first in-class presentation. I gives the reader "fresh" ideas and helpful information on organizing your boards. I would recommend this book to any Interior Design student.

using it in 3D studio class
just the book for beginning intr design students to use thru out their schooling. it covers everything they need to do all the presentations for thier courses. from drawing to models and most useful those sample boards. it tells you what tools to buy (with photos to help) and as basic as how to cut foam core. it has color step by step examples for color rendering. all in the same book is such a good value to the students

FANTASTIC ! Illustrations, Instructions, Explanations, Color
This book has all the needs and requirements on visual presentations and how to resolve fears,concerns, doubts and so on. It's the first book I have seen that covers many if not all aspects of Interior Design. It's a great book and I have been recommending it to all my fellow students. This book is informative, educational, and a good book to have in your reference library. I have been looking and looking for a book like this one for many years. Someone has finally gone and done it properly. You will not regreat buying this book. ... Read more

Book Description

The best-selling author of Idea Index and Layout Index returns with an all-new title! Color Index provides more than one thousand color combinations and formulas--guaranteed to help graphic artists solve design dilemmas and create effective images for both print and the Web.

From progressive colors to natural tones, Color Index makes choosing hues for any job easier! Designers will start working with color in exciting new ways and create original, eye-catching designs that pop off the page. It's all the inspiration they need to explore and experiment with color as never before!

Just like the other clever little design books in this series, Color Index is portable, packed with inspiration, and neatly packaged in a colorful, sturdy vinyl jacket. ... Read more

Reviews (19)

Indeed a great book!
This book has just the right size and cover, it makes a statement that less is more, just by looking at the size...inside you find so many triggers for your imagination and it is very true that you can not help but smile when you read it! However I do not have any other color book to compare with, but I can say allready that this is the only one that I need.

I think his initiative to have cut out masks (1 black, 1 white) at the end, used to separate the colors is really excellent as well!

Except for showing RGB, CMYK and HEX values it has a great little example on how to use colored backgrounds that complement a photo or illustration. At least I find it very useful to be reminded of that every now and then!

For it is well-known that engaging the reader, student in the process of learning is indeed the best way to keep focus on what is going on - shows the authors insight in psychology as well.
In addition to saying the book's size is great I have to say that the prize is great too..

Fantastic reference book for color combinations
While I reserve the 5 stars for only the most amazing of books, 4 is a top notch rating! I would give a 4.5, but there are no half points. This book has a great binding with a vinyl cover and will last years on your desktop next to your dictionary and thesaurus. It's a mini-format which I like for reference manuals.

The author presents the color schemes well and they will help any designer. This would be a 5 star book if not for the fact that you can't lookup combinations by color code. I wanted to "add" to a website based on the primary color(s) and the only way to find this color in use was to sort through the pages to see if I could find it. And it would have been nice to have a mini-CD with this book, but that might be asking a bit much considering the price.

Great color combos for all!
This is a wonderful book to keep as a reference for any type of graphic design project. The small, but extremely useful, book size allows you to keep the book handy on your desk at all times. Whether you use the book for color inspiration or to pull color combinations (up to 4 colors) from, it's a great tool. The color listings are in CMYK and RGB including a small section of Browser Safe colors in the back of the book.

Not a Professional, but Helped a Lot
Although not a professional, this guide helped me with understanding color how to deal with printers in that medium. Thanks!

Look at the pictures, but don't read the copy
This book provides a designer with a fabulous resource for generating color schemes/combinations quickly and easily. In that respect, it inspires.

However, the author provides recipes (CMYK and RGB values) "checked for accuracy", never stating on what media those values may be valid. He then excuses himself by saying that "the potential for error exists". The implication that a set of CMYK values is in any way "accurate" beyond the inks and papers used for this particular publication is so, eh, mid-1990s. A true, but technically more challenging statement of the color values should have been made with device independent Lab values. Then anyone with Adobe Photoshop, for example, could reproduce the samples on his or her own media. This is, in fact, what Pantone does.

And aspiring web designers beware! The author clearly has little but old and second-hand knowledge of the facts of color on the web. He describes the anachronistic "browser safe" colors as if most computer users still had old 8-bit (256 color) monitors, and as if there was ever color consistency across them. In those bad old days we fought dithering (the "speckles") in solid fills by choosing from amongst the 216 colors Macs and PC monitors had in common.

Those days, except for some dusty intranets here and there, are gone. deceased. expired. However, neither then nor now could we count on consistency on our viewers' monitors--unless we can strongarm our audience into calibrating and profiling them.

These particular rants aside (the writer sighs benignly), the color examples are truly wonderful, useful, and inspiring.

In short, fabulous for samples, but not for accuracy of data. ... Read more

Amazon.com

A remarkable range of examples for the idea of visual thinking, with beautifully printed pages. A real treat for all who reason andlearn by means of images. -- Rudolf Arnheim ... Read more

Reviews (34)

A superb, inspiring book!
Envisioning Information is Tufte's best work. It is a catalog of world class information design examples, culled by the author. He has collected examples from sources as diverse as Gallileo's observations of Saturn, a 3D map of a Japanese shrine, a visual "proof" of Pythagoras' theorem, color studies by the artist Joseph Albers, and a New York train schedule.

This is not a "how to" book, but rather a group of inspiring examples showing any would be information designer the concepts behind the execution of these superb examples.The concepts are painstakingly argued and illustrated. Tufte is obsessed with quality - the book is printed on 100% rag paper using old fashioned lead type because he believes this yields the highest quality results. One of the best books I have ever read when it comes to visual design!

A Tour De Fource of Information Design
To me, this is Tufte's best book, although they are all really good. Although its visually gorgeous, its not a coffee table book to just flip through. You have to be willing to spend time with it, and if you do the rewards are tremendous.

Tufte presents a collection of some the best examples of information design ever invented, and some of the worst examples. And then he goes into the underlying principles that make the great ones sing out.

This book will be really helpful to any web page designer, UI designers, statisticians, cartographers, scientists, or anyone concerned with presenting dense information in a clear way.

There is a chapter on presenting multiple dimensional data on a flat, 2D paper that all by itself is worth the price of the book. Then there's the chapter on "Small Multiples" which presents wonderful examples of how to show patterns and changes. But then there's the chapter on layering of information, so the key pieces of data appear first, and the less relevant ones reveal themselves later. And on and on and on. Its just a great book.

To add to it, Tufte is obsessed with quality like nobody else I can think of in the book business. Its printed on 100% rag paper using real lead type because he thinks that all other methods are inferior. Which means the book is costly to make, but its of heirloom quality.

The Second Coming of the Prophet of Presentation
In "The Visual Display of Quantitative Information", Edward Tufte put forth a theory of graphical excellence which taught his disciples how to present complex data crisply, clearly, and concisely while preserving data integrity.

With "Envisioning Information", Tufte tackles a bolder objective: displaying multi-dimensional data effectively within the two-dimensional space of paper or screen.

To do this, Tufte employs his successful formula from "Visual Display"---outlining the general concepts of his theory and illustrating these principles with many and varied examples.

Tufte's approach to "escaping Flatland" (as he calls it) is simple but richly-illustrated:

- Employing the concept of micro/macro readings to add resolution to data displays, conveying more information in a smaller space

- Using layering and separation to foster comprehension of multivariate data

- Utilizing small multiples to convey change over time

- Leveraging color to convey information

- Weaving narratives of space and time

The effect upon the reader is staggering and transformative. Tufte has revised and extended his theory of graphical excellence with a handful of simple yet powerful techniques for improving our presentation graphics.

Anyone involved in graphics design or in the communication of complex information should have this book on his shelf---it is simply too valuable to keep having to borrow it from your public library.

Don't buy it until you see it. You may be disappointed.
I know that I am a contrarian here but... I didn't like the book at all - I was initially so excited to see the book, but when I finally did see it, I was very disappointed. I recommend that you actually see the book before buying it. You may be disappointed too.

Everyone doing UI design or implementation should read this
As in all Tufte books, this is beautifully presented and wonderfully content-filled. In particular, you'll learn:
- All about the tasteful use of color in the design of interfaces
- How to maximize data visibility in interfaces, as opposed to the widgets, frames, and borders around the data

The only bad side is that some of the chapters end just when you feel like they're about to wrap up in a statement of a best practice, leaving you to sit around and solve the puzzle yourself. While I'm all in favor of mental exercise, I would've liked t