Book chapters 1-3

Chapter one starts off by going over research strategies that will help a researcher and designer with a graphic design they are trying to do. First they should always answer the question who? What? Where? When? Why? How? This will help reveal what the designer is trying to put out there about what they are trying to sell or do. Then you want to find examples of what your clients are trying to find out there and compare them to yours. Third thing is to create a typical scenario. This will include writing a hypothetical story about a fake customer that gives them a profile, motivation, price points, and scope information for the designer and customer to understand the goals of the graphic design.

Chapter two is all about typography of design. It is the building block of graphic design. There are many types of designed used in the graphic designs including old style, transitional, modern, and digital. For old style the letters are angled and chisel point tools are used to paint and draw the letters. For Transitional letters they are serifed and cleaner look to the letters because they are more manufactured look. Modern design was a cleaner and the use of visually even strokes and a machine look for the letters. For the last one digital the desktop computer programs allow designers to use all types of typographic designs for the letters. The typeface technology has some terms that help with the design and they are Point size and z-height, leading, tracking, line length, and alignments. The point size is measured from the top of the ascender to the bottom of the descender. The x-height is where the majority of the reading takes place. The leading is the space between lines. Tracking is when the designer customizes the space between letters. The line length is said to have 39-45 letters because then the user will fatigue and stop reading. Last are alignments. There are many different alignments such as flush left, flush right, centered, justified, and free form. They all have different uses to them so the designer can choose which one fits his or hers design. Designers want to combine typefaces because it will make the design much better and more unique to the customers other than just one plane typeface.

Chapter three talks about contrast and what it does for the design. Without contrast the design usually isn’t interesting at all because it’s so dull. Using contrast will help the design communicate a clear and useful hierarchy. Contrast is the key to a successful design. Color is one of the ways contrast can help out a design because the color communicates with clients. Mixing colors can show different impressions to the clients. The designer should have fun using contrast but just make sure that you are within reason of having fun.

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