GRAPHIC DESIGN

A Short Introduction to

Emmi Jormalainen

Graphic design is the process and art of combining text and graphics and communicating an effective message in any type of visual communication.

Rasmus Snabb

Kokoro & Moi

Robert Kalina

BOOK DESIGN

Idea

What is your message?

Who is your target group?

What kind of visual language

(pictures, photos, elements, type) can tell

your message and reach the target group?

Book Design

* Cover > The first impact

* Page design (grid) > Tool for design

* Typography > Readability and visual style

* Variation > Keeping readers interest

* Well-made hierarchy > From big picture into

details.

Work flow in book design1. Idea2. Decide book form, size and binding3. Make a grid margins, column sizes, guides4. Typographical decisions: fonts, settings for paragraph & character styles5. Test prints with 1–3 spreads

Penguin Great Stars, Design by Stefanie PosavecGreen Metropolis designed by Gray318

A General Theory of Love, John GallThe Great Perhaps, design by Jamie Keenan

Penguin Great Stars, Design by Stefanie PosavecGreen Metropolis designed by Gray318

Single-column grid

The most basic page structure is the single-column grid.In this double-page spread, the inside margins are wider than the outside margins, creating more open space at the spine of the book.(Source: Ellen Lupton “Thinking with Type”)

Multi-column grid

There are numerous ways to use multi-column grid. Left: one of the columns has been reserved for images and captions, and the others for text.(Source: Ellen Lupton “Thinking with Type”)

Multi-column grid with horizontal anchor

A horizontal band divides a text zone from an image zone. An area across the top is used for images and captions. (Source: Ellen Lupton “Thinking with Type”)

Modular grid

This modular grid has four columns and four rows. An image or a text block can occupy one or more modules. Endless variations are possible.(Source: Ellen Lupton “Thinking with Type”)

Edward R. Tufte: Envisioning information

Edward R. Tufte: Envisioning information

A quick brown fox jumps over the lazy dog.

TIMES NEW ROMAN

A quick brown fox jumps over the lazy dog.

IMPACT

A quick brown fox jumps over the lazy dog.

COMIC SANS

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog.COURIER NEW

A quick brown fox jumps over the lazy dog. A QUICK BROWN FOX JUMPS OVER THE LAZY DOG. GILL SANS

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the…HELVETICA

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog.ATMA SERIF

serif typeface sans typeface “without serif”

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog.

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog.

k

Readability in body text:* Serif typeface* 40–70 characters on text line* Enough leading (= line spacing) * Dark text on light background* Wide margins

Edward R. Tufte: Envisioning information

Example: The Lace Book

A quick brown fox jumps over the lazy dog. A quick brown fox jumps over the lazy dog.

MENDOZA

Group work (5 students in each group)1. Choose one of the books/magazines you brought2. Discuss about the publication: * Why it got your attention * Is there some interesting or eye catching element (photos, pictures, type, easy-reading ) *Do you agree about the design inside the group? If not, why?

Online:www.thinkingwithtype.comilovetypography.comwww.fontfont.com

Literature:Bringhurst, Robert: The elements of typographic style 1999Lupton, Ellen: Thinking with Type: A critical guide for designers, writers & editors (2nd edition) 2010

Literature in Finnish:Itkonen, Markus: Typografian käsikirja (3. painos) 2007(Sisältää myös suomen kielen oikeinkirjoitusta.)