TAILIEUCHUNG - The Fundamentals of Graphic Design- P4

The Fundamentals of Graphic Design- P4: 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. | Layers of meaning ------Design can carry several layers of meanings or different ideas by using various graphic devices. These layers can convey an idea beyond the simple formal presentation of information in a piece of communication as they are able to connect with broader ideas and references held by the target readers. Intervention A graphic designer can add to the power of a message through graphic intervention that emphasises the idea being communicated. The example below provides a simplistic example of this. It starts with a word - poverty - and then adds to it to develop the idea represented in a way that goes beyond the mere choice of emphasise the idea the graphic treatments can be altered and new treatments incorporated to reinforce the meaning of the word. poverty Type A simple word has a literal meaning. poverty Emphasis Using a heavier font gives extra power to the meaning. poverty Intentional misspelling By reversing one of the letters a lack of education is implied which may be due to poverty. poverty poverty povety Typographic stories The use of a mono-spaced typewriterstyle font creates the impression of a lack of resources. Substitution Here the o has been replaced with the image of a coin to reinforce the fact that poverty is related to money or the lack of it . Infantilism This child-like font is a powerful communication implying that poverty hits children worst. 90 The Fundamentals of Graphic Design The graphic design process Mirage above and right This identity for Mirage was created by Jog Design and it features the distinctive capital of the logotype on the logotype was created by burning away the edges of the typeface to imitate how the edges of an object are burnt away when you look at them against the sun thus playing on word mirage .The type also reads the wrong way as though it has burnt through from the preceding page. National Assessment Agency NAA right __ This folder and inserts .

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