Communication Design: Principles, Methods, and Practice

the book dealt more with a linguistics-based theory ..... design, calling for an approach based more on communication ..... manuals, Web sites, or user interfaces.
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Communications Title Pages

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Communication Design

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Communications Title Pages

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Communication Design Principles,

Methods, a ND PRACTICE

Jorge Frascara

ALLWORTH PRESS NEW YORK

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© 2004 Jorge Frascara All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan-American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission of the publisher. 08 07 06 05 04

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Published by Allworth Press An imprint of Allworth Communications, Inc. 10 East 23rd Street, New York, NY 10010 Cover design by Derek Bacchus Page design, composition, and typography by Sharp Des!gns, Lansing, MI library of congress cataloging-in-publication data Frascara, Jorge. Communication design : principles, methods, and practice / Jorge Frascara. p. cm. ISBN: 1-58115-365-1 Includes bibliographical references and index. 1. Commercial art. 2. Graphic arts. 3. Visual communication. I. Title. NC997.F695 2004 741.6—dc22 2004018346 Printed in Canada

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To my wife, Guillermina Noël

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Contents

xi xiii

Introduction

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1 | A Description of the Field

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Design and Communication The Designer and Other Professionals “Graphic Design” versus “Visual Communication Design” The Presence of the Designer in the Message Information, Redundancy, and Noise Reality and Creativity Creativity and Communication Communication and Aesthetics The Main Purpose of Visual Communication Design

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Acknowledgments

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communication design

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2 | Historical Context

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The Nineteenth Century The Twentieth Century The Design of Typefaces

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3 | Design Principles: Functional Requirements

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Perception and Meaning Language and Signification Communication Aesthetics

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4 | Methods and Planning

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Design Methods The Design Process The Design Process: Two Examples

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5 | The Practice: Professional Areas

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Design for Information Design for Persuasion Design for Education Design for Administration Elements and Systems Two Dimensions, Three Dimensions, and Movement

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contents

ix

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6 | Computer Technologies and Communication Design

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The Computer as a Production Tool Design for Electronic Media

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7 | Culture and Society

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Conclusion

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Bibliography

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Index

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Acknowledgments

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