GRAPHIC DESIGN RULES

This book comprehensively analyses graphic design, starting from the most basic principles. While everyone has their own design habits, there are some common rules that every designer should pay attention to and follow, from the use of design software to the practical design process, to ensure an effective and attractive composition. The book introduces readers to over 60 of these rules, organising them into three categories -colour, type and typography, image and shape- to explain basic knowledge and design methods, showing how they are implemented in 40 projects. Readers also learn about the seven fundamental principles (Emphasis, Balance and Alignment, Contrast, Repetition, Proportion, Movement and White Space) that guide the choice of colour, layout and font and act beneath the surface to make the work stable and balanced – and how in the absence of this balance, the design will be weak and ineffective. The book explains how colour can be used to portray mood, light, depth, and point of view, while images throughout the text show how designers apply these basic elements to create unique graphic designs, from brand to product designs, print matter and books. The book provides tips telling readers what not to do to ensure their design message resonates.

Renowned illustrator Víctor Escandell was born in Ibiza and graduated in Graphic Design from the prestigious Massana School of Barcelona (Spain). He has worked for international companies such as MacCann-Erickson, TBWA, Bassat & Ogilvy and most of the Spanish national newspapers. In 2007 his work was selected for the exhibition of Catalan illustrators at the Frankfurt Book Fair. He is the author of The Resourceful Artist. Exploring Mixed Media and Collage Techniques, A Wonderful World of Animals, Dinosaurs and Sweet Monsters of the World, all published by Promopress.