Foreword CHAPTER 1 – The importance of form The relationship between form and context: Goodness of fit Form and meaning A little bit of history: Twentieth-century attitudes toward “good form” New practices: The changing context for contemporary design The shift in attention from artifact to experience How this book is organized CHAPTER 2 – Getting attention Introduction Contrast Figure-Ground Camouflage Color Size constancy Scale Proportion Proximity Focus Layering Symmetry/Asymmetry Closure Continuity Series and Sequences Pattern Rhythm and Pacing Motion Summary CHAPTER 3 – Orienting for use and interpretive behavior Introduction Affordances Channel Medium and Format Feedback Wayfinding Mapping Hierarchy Reading Pattern Grouping Edge Relationships Direction Point of View Summary CHAPTER 4 – Interpreting, interacting, and experiencing Introduction Legibility and Readability Denotation and Connotation Framing Abstraction Icon, Index, and Symbol Materiality Substitution Metaphor Parallel Form Appropriation Ambiguity Cognitive Dissonance Summary CHAPTER 5 – Extending and retaining meaning Introduction Schemas and Stereotypes Narrative Archetypes Mnemonics Chunking Redundancy Graphic Identity Branding Summary CONCLUSION Bibliography Index

A great reference text for all graphic design students. Effectively places many of the main theoretical principles that lie behind successful design outcomes. Clearly links theory to practice in a single accessible volume and a great reference source for either a practical or theoretical module.

Discusses design principles and concepts in the context of contemporary graphic design practice with examples from international designers including Stefan Sagmeister, Jonathan Barnbrook, Philippe Apeloig, Koichi Sato, Matthew Carter, April Greiman, Nicholas Felton and many more

Each title in the Required Reading Range offers an essential exploration of the subject matter and provides a platform for further exploration of the topics covered. Packed with professional examples they are all fully illustrated with clear diagrams and inspiring imagery.