Where do design principles come from? Are they abstract "rules"
established by professionals or do they have roots in human
experience? And if we encounter these visual phenomena in our
everyday lives, how do designers use them to attract our attention,
orient our behavior, and create compelling and memorable
communication that stands out among the thousands of messages we
confront each day? Today's work in visual communication design
shifts emphasis from simply designing objects to designing
experiences; to crafting form that acknowledges cognitive and
cultural influences on interpretation. In response, Meredith Davis
and Jamer Hunt provide a new slant on design basics from the
perspective of audiences and users. Chapters break down our
interactions with communication as a sequence of meaningful
episodes, each with related visual concepts that shape the
interpretive experience. Explanatory illustrations and professional
design examples support definitions of visual concepts and
discussions of context. Work spans print, screen, and environmental
applications from around the world. This introduction to visual
communication design demystifies the foundational concepts that
underpin professional design decisions and shape our experiences in
a complex visual world.
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