Advertising Design and Typography

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9781581154658: Advertising Design and Typography
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The most comprehensive overview of advertising design strategies on the market today! This unique, comprehensive overview of advertising design strategies, written by a best-selling, award-winning designer, will help students and professionals in advertising, design, and typography understand and use persuasive visual messaging. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are covered in depth. Readers will also learn how print design compares to television, web, and interactive design, and how to apply each style to create persuasive designs. The extensive section on typography offers essential information on how readers perceive type, typographic history, principles, and practice. Helpful appendices include an extensive glossary, bibliography, and art director’s checklist. Complete with more than 1,500 examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography is a groundbreaking book that will train the reader’s mind to see more accurately and more critically ultimately changing the way designers think and develop visual ideas. Best-selling design author has unique philosophy and expertise 1,500 full-color illustrations showcase outstanding advertising design from around the world Unique comparisons of print, web, TV and other campaigns which techniques work best? Ideas for forging corporate identity through advertising

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

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From the Back Cover:

This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are thoroughly discussed. 

Chapters also cover:
What makes an ad successful
Getting the audience's attention in a crowded marketplace
The importance of branding and identity
Researching your client and your audience
Using typography to define personality and convey the message
The difference between print design and billboards, television, the Web, and radio
Advertising design versus editorial design
How to relate type to image, make type inviting, and set perfect text


Also included in the extensive section on typography is essential information on how type is perceived by readers, as well as typographic history, principles, and practice. Complete with over 1,500 examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and help you see more critically and accurately.

From the Inside Flap:

"What makes an ad good? Without having a clear definition, it is enormously difficult to make your advertising better. This book is about making your advertising, very specifically, your advertising design and your use of type, better. The most popular way to improve advertising has been to buy advertising and design annuals and copy or 'be inspired' by the ideas that look best. This is based on opinion and whim, not understanding or thought about what would most effectively get an idea across.

"The result of this me-tooism is a general sense of having seen it all before. Rarely does an ad break through my defenses and get noticed in advertising's increasing noise. 

"Does that mean advertising is a stupendous waste of energy and money? Is it a failing of art directors to make me recognize the importance and value of their messages? Or are good ideas being watered down by clients, account people, and dull creative directors in an era of conceptual stagnation? Whatever the cause, the cure is surely knowledge." 

- Alex W. White, from the Introduction

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