Автор: Brideau, Kate Название: Typographic Medium ISBN: 0262045850 ISBN-13(EAN): 9780262045858 Издательство: MIT Press Рейтинг: Цена: 7618.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An innovative examination of typography as a medium of communication rather than part of print or digital media. Typography is everywhere and yet widely unnoticed. When we read type, we fail to see type. In this book, Kate Brideau considers typography not as part of print media or digital media but as a medium of communication itself, able to transcend the life and death of particular technologies. Examining the contradiction between typographic form (often overlooked) and function (often overpowering), Brideau argues that typography is made up not of letters but of shapes, and that shape is existentially and technologically central to the typographic medium. After considering what constitutes typographic form, Brideau turns to typographic function and how it relates to form. Examining typography's role in both the neurological and psychological aspects of reading, she argues that typography's functions exceed reading; typographic forms communicate, but that communication is not limited to the content they carry. To understand to what extent the design and operations of the typographic medium affect the way we perceive information, Brideau warns, we must understand the medium's own operational logic, embodied in the full diversity of typographic forms. Brideau discusses a range of topics--from intellectual property protection for typefaces to Renaissance and Enlightenment ideal letterforms--and draws on a wide variety of theoretical work, including phenomenological ideas about comprehension, German media archaeology, and the media and communication theories of Vilйm Flusser and others. Hand-drawn illustrations of typographic forms accompany the text.
The bestselling introduction to designing the written word
Typographic Design is the definitive reference for graphic designers, providing a comprehensive introduction to the visual word. Done well, type can communicate so much more than the words themselves; in fact, the written words and the "real" message can be at odds. Typography design determines how you feel about a message, the associations you make, and ultimately, the overall success of the piece. Typography 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.
This new seventh edition has been fully updated with new coverage of contemporary typography processes, overhauled case studies, and new examples from advertising, packaging, print, web, video, tablet, and more. On-screen typography design processes are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and technique quizzes, and Design Education Projects.
Understand design factors as they relate to type
Explore communication and typographic messaging
Learn how typography has evolved, and where it is headed
Adopt established approaches to designing with type
The irony of typographic design is that, when done well, it often goes unnoticed--but its impact on the 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 Typographic Design is the complete, practical introduction.
Описание: Lavishly illustrated with more than 450 images, A Typographic Workbook, Second Edition explains the process successful designers use to select, space, and creatively integrate fonts. This essential text demonstrates the use of type as a dynamic and expressive communication tool.
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