Graphic design has long based decision-making on instinct, trends, and personal preference. This book introduces a range of practical methodologies (quantitative and qualitative) pertinent to the interpreting, targeting and creating of forms and messages. Highly visual and well-designed, it fosters designers' ability to design creatively, collaboratively, and strategically, and as a result, helps designers move from form-makers to cultural participants a transformative trend for design professionals. It includes case studies and contributions by diverse group including the musician Moby novelist Ann Tyler, and designer Elle Luna, among others.
John Bowers is Chair of the Visual Communication Design Department at the School of the Art Institute of Chicago. He is a past board member of the Graphic Design Education Association (GDEA) and a frequent lecturer on design theory and issues.
ix Introduction xiii Problem Seeking and Solving 1 Chapter 1 Looking Broadly 13 Chapter 2 Interpreting 27 Chapter 3 Targeting 45 Chapter 4 Creating 63 Chapter 5 Looking Closer 89 Timeline 93 Terms 99 Study Questions 103 Exercises 109 Endnotes 110 Bibliography 112 Index 116 Image Credits 119 Essay