TAILIEUCHUNG - The Fundamentals of Graphic Design- P2

The Fundamentals of Graphic Design- P2: This book is about graphic design rather than being a book of graphic design. The distinction may seem slight, but it is fundamental to this volume as it covers the graphic design industry and its processes rather than simply functioning as a coffee-table book. | Contagious right and below These spreads from Contagious magazine by Why Not Associates show how design boundaries are constantly publication abides by conventions but is also surprising and layered graphic devices and convergence of type and image create a single unified piece. CASE STUDY MCDONALD S THE EMPIRE STRIKES BACK I ITS BEEN A TOUGH START TO THE NEW MILLENNIUM FOR MCDONALD S. THE BURGER BEHEMOTH HAS SEEN ITS STOCK PRICE SLIDE FACED TUMULT IN THE BOARDROOM AND TAKEN FLAK FROM ANALYSTS OBESITY WARRIORS AND THE ANTI-GLOBALIZATION LOBBY. BUT THE COMPANY IS FIGHTING BACK WITH HEALTHIER MENU OPTIONS BOLD INTERIOR DESIGN A HIP HOP SIGNATURE TUNE FORTHRIGHT PR STRATEGY AND A RADICAL COMMITMENT TO BRAND JOURNALISM IN PLACE OF TRADITIONAL MARKETING TECHNIQUES. LUCY AITKEN PROVIDES A UK PERSPECTIVE 30 The Fundamentals of Graphic Design Influences and creative elements Westminster Academy right and below Studio Myerscough s design for Westminster Academy in London features environmental graphics in which typography is an integral part of the built environment. In this example the relationship between the designer and architect Allford Hall Monaghan Morris results in bold engaging and optimistic graphics that clearly inform people of their location. Built environment The physical world constructed around us that includes both the interior and exterior of buildings. Graphic design art or craft Industrialisation Technology 31 Technology ------Graphic design like many other disciplines is linked to technology at many different levels. Technology affects how designs are produced and it also influences developments in style art and society as a whole which in turn are reflected in the form a design takes. Technology also offers designers a variety of media outlets for their projects. Graphic design and technology It would be easy to think of graphic design as a discipline that is solely influenced by artistic or academic concerns. However it is

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